MivaCon 2013 - Extraordinary Ecommerce by Miva Merchant! Two days of expert speakers on web development, SEO, PPC, conversion rate optimization, social media, mobile optimization and analytics.

1. A Customer Odyssey:
Wandering In The E-commerce Wasteland
Tim Ash – CEO SiteTuners
#mivacon13 @tim_ash
Copyright © 2013, SiteTuners - All Rights Reserved.

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 2002
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

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. #mivacon13 @tim_ash

4. Part I
Walk a mile in my shoes
(you don’t understand your visitors)
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12. Takeaways
You are not like your visitors…
• You know to 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 all
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

13. Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

14. Part II
If you can’t find it easily,
it does not exist
(awareness)
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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 labels
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

21. Part III
The power of self-selection
(interest)
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

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27. Useful interest taxonomy - Style
Modern
Traditional
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

28. Useful interest taxonomy - Materials
Leather
Fabric
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

29. Useful interest taxonomy - Function
Futon Sofa
Daybed Chaise
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

30. Not useful interest taxonomies
• Color – secondary to the other choices
• Price – don’t know what is reasonable
• Brand – don’t really know any
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

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 search
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

32. Part IV
Give me what I want
(desire)
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

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 it
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

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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 others
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

39. Part V
Get out of my way,
and don’t surprise me
(action)
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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. #mivacon13 @tim_ash

46. Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

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 Amazon
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

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 - Starts at $699
$100-off for all who enter to win at our booth & order by 3/15
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

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 MIVA2013 London – Nov
Copyright © 2013, SiteTuners - All Rights Reserved.

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_ash1
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash