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IRWD 2013 - The Anatomy of a Purchase

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Conversion rate optimization expert Tim Ash speaks to the Internet Retailer Web Design & Usability Conference about common usability issues that frustrate customers and decrease online revenues.

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IRWD 2013 - The Anatomy of a Purchase

  1. 1. Anatomy of a Purchase: Mistakes to Avoid Tim Ash – CEO SiteTuners #irwd2013 @tim_ash Copyright © 2013, SiteTuners - All Rights Reserved.
  2. 2. About SiteTuners • Conversion-focused website blueprints (tactical or strategic) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1200 clients worldwide since 2002Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  3. 3. SiteTuners E-commerce Background SiteTuners has successfully improved over 200 e-commerce catalogs. SiteTuners principals have keynoted & presented at dozens of e-commerce events worldwide.Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  4. 4. Part I Walk a mile in my shoes (you don’t understand your visitors)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
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  12. 12. Takeaways You are not like your visitors… • You know too much - have a framework to fill in the gaps • You are too patient - willing to put up with major issues • You care – others are not invested at allCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
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  14. 14. Part II If you can’t find it easily, it does not exist (awareness)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
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  20. 20. Takeaways • Your site does not exist in a vacuum • The search does not start on your site • Make sure key categories are visually discoverable • Don’t use banners with motion – they are evil • Carousels are useless and not discoverable • Don’t rely exclusively on text nav-bar labelsCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  21. 21. Part III The power of self-selection (interest)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
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  27. 27. Useful interest taxonomy - Style Modern TraditionalCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  28. 28. Useful interest taxonomy - Materials Leather FabricCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  29. 29. Useful interest taxonomy - Function Futon Sofa Daybed ChaiseCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  30. 30. Not useful interest taxonomies • Color – secondary to the other choices • Price – don’t know what is reasonable • Brand – don’t really know anyCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  31. 31. Takeaways• Provide a small number of clear and useful choices• Do not show product-level items too early• Don’t “throw up” all over your visitors (too many items)• Not everything is a “filter” at this stage• Create useful taxonomies & product wizards• Fix your onsite searchCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  32. 32. Part IV Give me what I want (desire)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  33. 33. Things I Care About• Dimensions • Old sofa disposal• Build quality • Guarantees• Comfort of bed • Return policy• Color options • Financing options• Cost • That others like it• Availability – lead time • That my wife likes itCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
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  38. 38. Takeaways• Give me the details• Help me experience it• Let me customize it• Don’t hide key information - group it spatially• Let me save my in-progress work & share with othersCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  39. 39. Part V Get out of my way, and don’t surprise me (action)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
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  45. 45. Takeaways• Be clear about the money• Not everything should be a button• Prioritize buttons if you have more than one• Follow existing conventions – don’t reinvent the wheel• Relieve anxiety before it arises (add transactional trust)Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
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  47. 47. A resource for Conversion Rate Optimization • Revised and expanded 2 nd edition • Over 150 pages of new content • E-commerce best-practices section Get it on AmazonCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  48. 48. Giveaway – Free Express Review • Unflinchingly honest interactive review of landing page or website • 45- or 90-min video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of your page http://Express-Review.com – Normally starts at $699 Conducted Personally by Tim AshCopyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash
  49. 49. Save $200 off of Conversion Conference April 15-16 Other 2013 shows: Chicago – June 11-13 San Francisco Boston – Sept 30-Oct 1 Berlin – Nov 4-5 Use promo code IRWD2013 London – Nov Copyright © 2013, SiteTuners - All Rights Reserved.
  50. 50. 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_ash1Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

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