20 Tips to Improve Sales on your Ecommerce Site

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Just returned from Surf Expo 2015 in Orlando, FL. The presentation, which was tailored to small businesses in the surf & skate industry, shares 20 practical tips to increase ecommerce sales based on our years in the trenches across multiple industries. (I'll be uploading video of presentation shortly)

Session Description:
20 Tips to Improve Sales on your Ecommerce Site
Speaker: Josh Levine, CXO and co-founder of Alexander Interactive

Whether you’re an ecommerce newbie or been in the game for years, your site must evolve in order to meet customers’ rising demands. Josh Levine, ecommerce design expert and frequent speaker throughout the retail industry, will pull from his 15 years in the trenches with brands like Saks Fifth Avenue, Lowes, and Schwinn, to show you how your site can rise above the competition and convert browsers into buyers.

He’ll share tactics to improve sales, focusing on high impact areas of your site– navigation, homepage, product page, cart, and checkout. Learn how to make it easy for customers to discover, research and ultimately buy the products they need. You’ll also learn techniques to strike a balance between lifestyle content and commerce in order to maximize engagement and inspire customers to act. So bring the notepad to this one and be prepared to walk away with actionable tips to boost that bottom line.

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20 Tips to Improve Sales on your Ecommerce Site

  1. Josh Levine Co-founder, CXO – Alexander Interactive (Ai) January 2015 – Surf Expo, Orlando FL 20 tips to improve sales on your ecommerce site
  2. Hi, I’m Josh Co-founder, CXO Ecommerce Design, Strategy
 & Development Agency Founded 2002, Independent Transactional expertise Manhattan based 40 hands-on employees IMA Top 10 Agency of Year (My Bob Ross phase) www.alexanderinteractive.com @neatpace @aiaio
  3. What do we mean when we say “increase sales”?
  4. Conversion Rate Customer Lifetime Value Average Order Value Customer Satisfaction New Customers Repeat Customers It's more than the “Buy Now” button Registrations Email Sign Ups Return Rate Time on Site Pages Per Visit Clicks to Buy
  5. Share practical tips on how 
 to move the needle across multiple metrics—without 
 having to overhaul your site. TODAY’S GOAL
  6. What does it mean to be usable?
  7. “It’s about whether a product or service does what the user wants —and expects—it to do. And that’s what makes people want—or not want—what you have to sell.” ERIC REISS
 From his book, Usable Usability Source: http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to
  8. On the Web, usability is a necessary for survival. If a site is difficult to use, 
 people leave. WHY SHOULD YOU CARE? Source: Jakob Nielsen's Alertbox - Usability 101
  9. Source: Jakob Nielsen's Alertbox - Usability 101 Efficiency Once users have learned the design, how quickly can they perform tasks? Learnability How easy is it for users 
 to accomplish basic 
 tasks the first time they 
 encounter the design? Memorability When users return after 
 a period of not using it, 
 how easily can they
 reestablish proficiency? Errors How many errors do users make, how severe are these errors, and how easily can they recover from the errors? Satisfaction How pleasant is it
 to use the design 
 or service? Ease of use is defined by:
  10. Find what I want quickly—or discover new products that fit my needs. To make an educated decision on which product is right for me. Feel confident in my decision to buy from you over a competitor. Proceed through the buying process 
 securely and efficiently. Make it easy for me to: THE CUSTOMER’S PERSPECTIVE
  11. Let’s do this
  12. Help me find what I want quickly—or discover new products that fit my needs. SEARCH & BROWSE Source: http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to
  13. Provide shoppers with multiple ways to find products by grouping based on user needs, seasons, or trends. 01
  14. Group products by activity shop.gopro.com
  15. Group products by collections or trends roxy.com
  16. Group products by season or lifestyle Burton.com
  17. Or showcase alongside complementary
 products to inspire (e.g., outfit) roxy.com
  18. roxy.com Or showcase alongside complementary
 products to inspire (e.g., outfit)
  19. Ensure no dead-ends. Maintain shopper momentum and avoid leaving sales on the table. 02
  20. Recommend other categories and similar items in relevant areas (also inspires exploration) link.com 1 2 Product page often serves as an entry point
 into the browsing process
  21. Recommend other categories and similar items in relevant areas (also inspires exploration) link.com 2 3 4
  22. Recommend other categories and similar items in relevant areas (also inspires exploration) link.com 5 zappos.com
  23. Provide alternatives if there are no matches rei.com
  24. Bummer
  25. Bummer Bummer x 2
  26. Or if an item is out of stock ozscopes.com.au For Sure!
  27. Cross-reference other relevant sections within browsing
  28. Add a What’s New category or filter to inspire exploration and support return visitors. 03
  29. Just a select few of my many Sanuks…
  30. So this is where folks like me roll. sanuk.com
  31. Speed up search and improve quality of 
 results by incorporating autocomplete and 
 direct links. 04
  32. 6x Customers who land on an autocomplete page suggestion are 6x more likely to convert than those who don’t. Source: KISSmetrics
  33. Guide or inspire by finishing thoughts swell.comtoysrus.com
  34. Help me make an educated decision on which product 
 is right for me. PRODUCT PAGE Source:
  35. Create impactful product photography by capturing details, adding context, and showing them in use. 05
  36. Providing details is a necessity, not a luxury zappos.com
  37. Which site better captures the essence and fit of this hat? gravitee.com zappos.com
  38. For Sure! Oh, zappos.com
  39. Providing details is a necessity, not a luxury shirtsmyway.com
  40. Show in context to communicate scale melissaanddoug.com
  41. Use video to show product in use, for
 instructional purposes, 
 or to showcase
 features and benefits. 06
  42. Using video demos of items on product pages increased sales between 6% and 30%. 144% more likely to purchase after seeing a product video than those who did not. Source: Internet Retailer Conversion rate increased by 400%, while return rates dropped from 12% to 9%.
  43. patagonia.com How to video “Replacing Your Battery” Showcase product features and benefits autozone.com
  44. Leverage existing brand videos or commercials almondsurfboards.com
  45. Write product descriptions that communicate value, tell a story, and engage emotion. 07
  46. crutchfield.com
  47. Leverage social proof and user-generated content to help sell 
 your products. 08
  48. 90% of customers say buying decisions are influenced
 by online reviews Source: iPerceptions, 2011 63% of customers are more likely to make a purchase from a site which has user reviews. Source: Zendesk Survey
  49. tktk - can create a dedicated collection link.comcardinalcase.com
  50. tktk - can create a dedicated collection link.comcardinalcase.com
  51. tktk - can create a dedicated collection link.com
  52. Guide customers by providing clear and prominent call-to-actions. 09
  53. Show various angles link.com
  54. Show various angles link.com
  55. Show various angles link.com
  56. 10 After an item has 
 been added to cart, recommend additional products that add real value for customers.
  57. + + +
  58. CREDIBILITY & TRUST I want to feel confident and
 secure in my decision to buy
 from you over a competitor. Source:
  59. 3224 3068 2220 1882 Offers excellent
 customer service Offers the 
 best price Has a relatable brand Is financially
 stable 1. 2. 3. 4. Customer Service impacts sales Source: Zendesk Survey – 2013 (1046 participants) Participants were asked to rank the following factors in the order in which they impact the level of trust they have in the companies they buy from.
  60. 95% share bad customer service experiences
 with others 87% share good customer service experiences
 with others Source: Zendesk Survey – 2013 (1046 participants) And trust impacts sales revenue
  61. Differentiate and instill confidence through accessible customer service. 11
  62. of online shoppers want an online customer service chat or IM feature Source: Youstice 45%
  63. Show various angles link.com
  64. Show various angles link.comcrutchfield.com
  65. Make sure your unique value proposition is visible from every page. 12
  66. Value elements should be visible from every page crutchfield.com
  67. Reinforce security and value at sensitive areas rei.com
  68. Clearly display shipping costs and your return policy. Don’t leave 
 them guessing. 13
  69. Etsy recently ran a test, hiding shipping costs from product pages. The sellers reacted: “I want to be open, and upfront about shipping costs with my customers. I don't want anything hidden prior to adding to shopping cart. Buyers have a right to know shipping costs prior to purchasing or prior to going through the purchase process!” This Seller
 Gets It Source: EcommerceBytes.com
  70. of online shoppers said that being “presented with unexpected costs” was top reason for cart abandonment Source: woorank 56%
  71. Foster credibility and trust by including company testimonials, publishing reviews, and sharing total fans on social media. 14
  72. CHECKOUT PROCESS Make it easy for me to proceed through the purchase process—
 and give you my money. Source: http://fc06.deviantart.net/fs71/i/2012/248/b/f/skate_on__sanfrancisco_by_meganwawesome-d5dpn5r.jpg
  73. 68% of online shopping carts are abandoned Source: Baymard Institute, 2014
  74. Do not force customers to register. 15
  75. Remove initial barriers (e.g., email) for guest checkout rayban.com Gnarly Sketchy
 Bro
  76. Tight
  77. And ideally, remove the initial step entirely threadless.com Hella Tight
  78. Minimize distractions 
 by removing navigation and only asking for bare minimum of information. 16
  79. Keep them focused on task by enclosing checkout
  80. 17 Provide a variety of payment methods and allow customers to pay how they feel most comfortable (e.g., PayPal).
  81. Ensure form usability by applying fundamentals 
 of visual hierarchy. 18
  82. Saks Fifth Avenue Mobile Checkout – Before
  83. Saks Fifth Avenue Mobile Checkout – After
  84. Make it easy for customers to process information, 
 especially at tipping point pages
  85. WHAT IS UP YOU DOG YOU POST PURCHASE Remove the need for me to shop around next time by maintaining a valued relationship with me.
  86. + My typically morning at home
  87. Yesterday, at Orlando airport
  88. Surprise, delight, and make an impression with a small gesture included in delivery. 19
  89. Includes a free chocolate samples with every order. link.com
  90. Includes a free chocolate samples with every order. link.com of their first time customers ordered again at least once within the next 12 months 32%
  91. Show you care by sending a follow-up email asking about their purchase experience. 20
  92. Test test test. And if you don’t know how, learn! 21 Bonus Tip
  93. Tools and resources for testing usability Tools FiveSecondTest Ethnio UserTesting UsabilityTools WhatUsersDo IntuitionHQ more here Resources Testing ideas for E-commerce and retail sites 
 Optiverse Starting Your User Research
 Jared Spool A Comprehensive Review and Matrix of 14 Usability Testing Tools
 Useful Usability 10 Things I Learned From Taking 100 Usability Tests
 KISSMetrics
  94. But at end of day,
 what truly matters most…
  95. http://youtu.be/HgQPyU3J0P0 is that this is a pig on a surfboard
  96. Thank you Josh Levine Co-founder, CXO Alexander Interactive (Ai) www.alexanderinteractive.com jl@alexanderinteractive.com @neatpace @aiaio Download this deck and view others at:
 www.slideshare.net/joshpacelevine

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