Top 5 reasons why eCommerce sites fail and 5 ways to achieve better results. ...and some opinions about social media and future of eCommerce.

3. WHY PEOPLE BUY?

4. Two main reasons: product fit and price.
FEAR of loss and WANT are more
powerful than NEED.

5. TOP 5 FAILS
for shopping cart abandonments

6. 1. PRICE
Solution: Drop the price or communicate added value.
It is always too high.

7. 2. FREE DELIVERY
• eBay: from + 5 % to + 33 % revenue. 2BigFeet: + 50 %
conversion rate.
• Amazon: customers are willing to pay 30 % higher prices
for items with free delivery.
• The difference between cheap and free is huge.
Solution: Make delivery free.

8. 3. BUYING IS TOO HARD
• Don’t make the payment process
an obstacle.
• Do you really need all that data?
• The less you ask, the more you get.
Solution: Simplify the buying process.

10. 4. DOUBT
• Too little information.
• Nobody likes to buy pig in a poke.
• Does it fit? Can I return it?
• Zappos = no questions asked -return policy…
unlike in Finland.
Solution: Give peace of mind. Livechats, FAQ, pictures…

11. 5. SPEED!
• Every second the user has to wait gives your
competition opportunity to steal the deal.
• Amazon: 1 % revenue loss per 100 ms of
loading speed!
Solution: Make site faster.

12. SECRET SAUCE
Top 5

13. 1. TECHNOLOGY
• Analytics. Where does the money
really come from? Calculate
conversion KPI and resulting ROI.
• Monitoring. What is happening,
and is everything ok?
• Ecommerce is not about
technology. It is about business.

14. 2. CONTENT
• Create content that sticks.
• Product reviews.
Be transparent!
• Adding site on a Google+
results indexing < 10 minutes!

15. 3. SEARCH ENGINES
• SEO in Finland = Google (97 %).
• Best place to hide a body is on
the second page of Google…
• YouTube is the second most
popular search engine.

16. 4. USE ALL SENSES
• Use good quality images.
Lots of them.
• Videos.
• Write engaging copy.
• Use stories.

17. 5. MOBILE
• Mobile first & responsive design.
• Speed.
• Clear conversion paths.
• Good usability: the less friction on different steps the better.

18. SOCIAL MEDIA

19. NO MORE B2B OR B2C

20. IT’S H2HHuman to Human

21. BE PREPARED
• Beware of the “Streisand effect”.
• You cannot control social media, only influence the
discussion… maybe.
• Social Media crisis is an opportunity to achieve
good PR.

22. FINAL THOUGHTS
Peeking on the crystal ball

23. OBVIOUS STUFF
• Mobile will be the most important sales channel… most
of the items.
• Better logistics infrastructure will bring food closer to our
door. It will be easier to buy, with more options to
choose from.
• Locally global renaissance of craftsmanship: Toshi
straps, Etsy, Thumbs Up!

24. EXITING STUFF!
• Internet of things will be part of our
daily lives, but slowly.
• Augmented reality, how will it affect us?
• Integrating e-commerce stores to
physical space.
• 3D printing.