The document discusses funnel failures in online shopping. It notes that 50-85% of online shoppers abandon their shopping carts before completing a purchase. This is analogous to people abandoning their grocery carts in physical stores. The document suggests focusing on the small details to improve conversions, for example by reducing distractions and confusion during the checkout process. It emphasizes that the small things matter when it comes to online shopper behavior.

1. Funnel Failures
By:Stefan Wobben
Conversion Conference, London, 2010
stefan@concept7.nl
twitter:stefanc7

2. Add to shoppingcart
Thank you for
buying

3. 50-85% of visitors
abandon their online
shopping carts.
Imagine this happening
in the supermarket.

5. BJ Fogg
Stanford university

6. Doing the rights things
tomorrow.

7. Doing the things right today.

8. Stuff that cost a
lot of money
Stuff that has
a big impact
http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_small_stuff.html

9. Stuff that cost a
lot of money
Stuff that has
a big impact
Strategy
http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_small_stuff.html

10. Stuff that cost a
lot of money
Stuff that has
a big impact
StrategyConsultancy
http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_small_stuff.html

11. Stuff that cost a
lot of money
Stuff that has
a big impact
StrategyConsultancy
Trivia
http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_small_stuff.html

12. Stuff that cost a
lot of money
Stuff that has
a big impact
StrategyConsultancy
Trivia ?
http://www.ted.com/talks/lang/eng/rory_sutherland_sweat_the_small_stuff.html

13. The small stuff that matters.

14. Craning en Gawking Study, Milgram 1969

15. Craning en Gawking Study, Milgram 1969

16. Craning en Gawking Study, Milgram 1969

17. Craning en Gawking Study, Milgram 1969

18. A
B
www.whichtestwon.com

19. A
B
+ 40,7%
www.whichtestwon.com

20. A B
www.whichtestwon.com

21. A B
+ 20%
www.whichtestwon.com

22. A B
www.whichtestwon.com

23. A B
+ 16,7%
www.whichtestwon.com

24. A B
www.whichtestwon.com

25. + 23%
A B
www.whichtestwon.com

26. The small stuff that matters.

27. ... there is too much distraction

30. ... i don’t want to register.

34. ... where did the checkout go?

38. ... how many steps is it to order.

45. ... this is confusing

51. ...what was the price again of
what I am ordering?

60. ... is it safe to buy here?

63. ...how to redeem my giftcard?

64. Asos Redeem Giftcard

67. ... thank you messages

70. ... if all else fails

72. And remember.
Small stuff matters!