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WHY PEOPLE BUY?
Two main reasons: product fit and price.
FEAR of loss and WANT are more
powerful than NEED.
TOP 5 FAILS
for shopping cart abandonments
1. PRICE
Solution: Drop the price or communicate added value.
It is always too high.
2. FREE DELIVERY
• eBay: from + 5 % to + 33 % revenue. 2BigFeet: + 50 %
conversion rate.
• Amazon: customers are willing t...
3. BUYING IS TOO HARD
• Don’t make the payment process 

an obstacle.
• Do you really need all that data?
• The less you a...
4. DOUBT
• Too little information.
• Nobody likes to buy pig in a poke.
• Does it fit? Can I return it?
• Zappos = no quest...
5. SPEED!
• Every second the user has to wait gives your
competition opportunity to steal the deal.
• Amazon: 1 % revenue ...
SECRET SAUCE
Top 5
1. TECHNOLOGY
• Analytics. Where does the money
really come from? Calculate
conversion KPI and resulting ROI.
• Monitoring...
2. CONTENT
• Create content that sticks.
• Product reviews. 

Be transparent!
• Adding site on a Google+ 

results indexin...
3. SEARCH ENGINES
• SEO in Finland = Google (97 %).
• Best place to hide a body is on 

the second page of Google…
• YouTu...
4. USE ALL SENSES
• Use good quality images. 

Lots of them.
• Videos.
• Write engaging copy.
• Use stories.
5. MOBILE
• Mobile first & responsive design.
• Speed.
• Clear conversion paths.
• Good usability: the less friction on diff...
SOCIAL MEDIA
NO MORE B2B OR B2C
IT’S H2HHuman to Human
BE PREPARED
• Beware of the “Streisand effect”.
• You cannot control social media, only influence the
discussion… maybe.
• S...
FINAL THOUGHTS
Peeking on the crystal ball
OBVIOUS STUFF
• Mobile will be the most important sales channel… most
of the items.
• Better logistics infrastructure will...
EXITING STUFF!
• Internet of things will be part of our
daily lives, but slowly.
• Augmented reality, how will it affect us...
Secret Sauce for Successful eCommerce Sites and Future of Everything
Secret Sauce for Successful eCommerce Sites and Future of Everything
Secret Sauce for Successful eCommerce Sites and Future of Everything
Secret Sauce for Successful eCommerce Sites and Future of Everything
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Secret Sauce for Successful eCommerce Sites and Future of Everything

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Top 5 reasons why eCommerce sites fail and 5 ways to achieve better results.

...and some opinions about social media and future of eCommerce.

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Secret Sauce for Successful eCommerce Sites and Future of Everything

  1. 1. WHY PEOPLE BUY?
  2. 2. Two main reasons: product fit and price. FEAR of loss and WANT are more powerful than NEED.
  3. 3. TOP 5 FAILS for shopping cart abandonments
  4. 4. 1. PRICE Solution: Drop the price or communicate added value. It is always too high.
  5. 5. 2. FREE DELIVERY • eBay: from + 5 % to + 33 % revenue. 2BigFeet: + 50 % conversion rate. • Amazon: customers are willing to pay 30 % higher prices for items with free delivery. • The difference between cheap and free is huge. Solution: Make delivery free.
  6. 6. 3. BUYING IS TOO HARD • Don’t make the payment process 
 an obstacle. • Do you really need all that data? • The less you ask, the more you get. Solution: Simplify the buying process.
  7. 7. 4. DOUBT • Too little information. • Nobody likes to buy pig in a poke. • Does it fit? Can I return it? • Zappos = no questions asked -return policy… unlike in Finland. Solution: Give peace of mind. Livechats, FAQ, pictures…
  8. 8. 5. SPEED! • Every second the user has to wait gives your competition opportunity to steal the deal. • Amazon: 1 % revenue loss per 100 ms of loading speed! Solution: Make site faster.
  9. 9. SECRET SAUCE Top 5
  10. 10. 1. TECHNOLOGY • Analytics. Where does the money really come from? Calculate conversion KPI and resulting ROI. • Monitoring. What is happening, and is everything ok? • Ecommerce is not about technology. It is about business.
  11. 11. 2. CONTENT • Create content that sticks. • Product reviews. 
 Be transparent! • Adding site on a Google+ 
 results indexing < 10 minutes!
  12. 12. 3. SEARCH ENGINES • SEO in Finland = Google (97 %). • Best place to hide a body is on 
 the second page of Google… • YouTube is the second most 
 popular search engine.
  13. 13. 4. USE ALL SENSES • Use good quality images. 
 Lots of them. • Videos. • Write engaging copy. • Use stories.
  14. 14. 5. MOBILE • Mobile first & responsive design. • Speed. • Clear conversion paths. • Good usability: the less friction on different steps the better.
  15. 15. SOCIAL MEDIA
  16. 16. NO MORE B2B OR B2C
  17. 17. IT’S H2HHuman to Human
  18. 18. BE PREPARED • Beware of the “Streisand effect”. • You cannot control social media, only influence the discussion… maybe. • Social Media crisis is an opportunity to achieve 
 good PR.
  19. 19. FINAL THOUGHTS Peeking on the crystal ball
  20. 20. OBVIOUS STUFF • Mobile will be the most important sales channel… most of the items. • Better logistics infrastructure will bring food closer to our door. It will be easier to buy, with more options to choose from. • Locally global renaissance of craftsmanship: Toshi straps, Etsy, Thumbs Up!
  21. 21. EXITING STUFF! • Internet of things will be part of our daily lives, but slowly. • Augmented reality, how will it affect us? • Integrating e-commerce stores to physical space. • 3D printing.

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