Optimizing Your E-commerce Site: What Not to Do and Why

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There is no shortage of testing best practices out there, but what about worst practices? In testing, knowing what not to do can save you time, resources and money.

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Optimizing Your E-commerce Site: What Not to Do and Why

  1. 1. Copyright © 2012, SiteTuners - All Rights Reserved. Optimizing E-commerce Sites: What Not to Do and Why WEBINAR August 14, 2013
  2. 2. Ecommerce: The Good, the Bad, and the Ugly Luke R. Diaz Customer Account Executive Customer Success Copyright © 2013, Optimizely, Inc. – All Rights
  3. 3. Ecommerce: The Good, the Bad, and the Ugly “UGLY & BAD” DESIGN 1. Burning hours on the “perfect” design 2. Moving something familiar 3. Homepage guesswork “UGLY & BAD” TESTING 1. Obsessing over your homepage hero (and not tracking Purchase Conversion) 2. Not all stages of the funnel are measured 3. Purchase CTA removed
  4. 4. “UGLY & BAD” DESIGN
  5. 5. 1. Burning hours on the “perfect” design
  6. 6. 2. Moving something familiar BEFORE AFTER Result: -92.3% drop in clicks!
  7. 7. 3. Homepage guesswork Problems: - I am not a girl - I don’t live in Sacramento (or nearby) - I don’t wear pink silicon watches
  8. 8. “UGLY & BAD” TESTING
  9. 9. 1. Obsessing over your homepage hero (and not tracking Purchase Conversion downstream)
  10. 10. 1. Obsessing over your homepage hero Time spent on hero: 2 weeks 50+ man hours Time spent tracking conversion: None
  11. 11. 2. Not tracking all stages in the funnel  Homepage CTR  Search  Product page  Add to cart  Share tools ☐ Conversion ! Added a share tools widget
  12. 12. 3. Purchase CTA removed 3rd party hosted image Disappeared!
  13. 13. Ecommerce: The Good, the Bad, and the Ugly “UGLY & BAD” DESIGN 1. Burning hours on the “perfect” design 2. Moving something familiar 3. Homepage guesswork “UGLY & BAD” TESTING 1. Obsessing over your homepage hero (and not tracking Purchase Conversion) 2. Not all stages of the funnel are measured 3. Purchase CTA removed
  14. 14. Copyright © 2012, SiteTuners - All Rights Reserved. • Landing page reviews & best-practices website redesigns • Landing page test plans • Strategic mentoring and training • More than 1200 clients since 2002 About SiteTuners
  15. 15. Copyright © 2012, SiteTuners - All Rights Reserved. 1. Beating The Big Drum 2. Using Technological Gimmicks 3. Unclear Call-to-action 4. Lack of Trust 5. Too Many Choices 6. Visual Distractions 7. Having Multiple Personalities “Ugly & Bad” Things To Avoid
  16. 16. Copyright © 2012, SiteTuners - All Rights Reserved.
  17. 17. Copyright © 2012, SiteTuners - All Rights Reserved.
  18. 18. Copyright © 2012, SiteTuners - All Rights Reserved.
  19. 19. Copyright © 2012, SiteTuners - All Rights Reserved. Before
  20. 20. Copyright © 2012, SiteTuners - All Rights Reserved. After
  21. 21. Copyright © 2012, SiteTuners - All Rights Reserved. Before
  22. 22. Copyright © 2012, SiteTuners - All Rights Reserved. After
  23. 23. Copyright © 2012, SiteTuners - All Rights Reserved.
  24. 24. Copyright © 2012, SiteTuners - All Rights Reserved.
  25. 25. 146 clickable links!
  26. 26. Copyright © 2012, SiteTuners - All Rights Reserved.
  27. 27. Copyright © 2012, SiteTuners - All Rights Reserved.
  28. 28. Copyright © 2012, SiteTuners - All Rights Reserved.
  29. 29. Copyright © 2012, SiteTuners - All Rights Reserved.
  30. 30. Copyright © 2012, SiteTuners - All Rights Reserved.
  31. 31. Copyright © 2012, SiteTuners - All Rights Reserved. 1. Beating The Big Drum 2. Using Technological Gimmicks 3. Unclear Call-to-action 4. Lack of Trust 5. Too Many Choices 6. Visual Distractions 7. Having Multiple Personalities Summary
  32. 32. Copyright © 2012, SiteTuners - All Rights Reserved.
  33. 33. Copyright © 2012, SiteTuners - All Rights Reserved.
  34. 34. A/B Testing Book Get a free chapter of: A/B Testing: The Most Powerful Way to Turn Clicks into Customers Chapter 3: Seek the Global Maximum pages.optimizely.com/ book
  35. 35. “The Conversion Conference was like taking 4 years of advanced study in two days” - SF Attendee Learn, Grow and Profit from the Secrets of the Highest Converting Websites Mobile conversions  Optimizing video  CRO case studies  Psychology & design Landing page best practices  Behavior-based personalization  Usability And much more! Save $200 on Registration with Promocode OPTST www.ConversionConference.com
  36. 36. Copyright © 2012, SiteTuners - All Rights Reserved. Express Review - Special Offer - $100-off • 45 or 90-min interactive review of landing page or website • Video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of page http://Express-Review.com – Starting at only $699 First 5 reviews will be discounted by $100 (mention “UGLY WEBINAR” after you buy by August 23)
  37. 37. Copyright © 2012, SiteTuners - All Rights Reserved. Q&A and Contact Info tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1

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