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EnvironmentalLights and Guidance Review How A Responsive Designed Site will Increase Your Online Results
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Next- Level eCommerce = Next-Level Revenue
- 1. 310-754-4000 // www.guidance.com Next Level eCommerce Site = Next Level Revenue March 4, 2015
- 2. Meet Our Speakers Jon Provisor, CIO Greg Thorson, CEO
- 3. About Environmental Lights Greg Thorson, CEO
- 5. Project Overview With Guidance Since 2011 Increase in Sessions, Transactions, Revenue
- 6. The EnvironmentalLights Customer 80% Professionals, 20% Consumers Lighting Designers Electricians Electrical Contractors Lighting Installers Interior Designers Professional Remodelers Contractors Architects Lighting & Energy Educators Energy Consultants / Specialists Set Designers Event Planners Builders Landscape Architects
- 7. EnvironmentalLights Customers’ Device Usage Q4 2013 Device Usage Stats Mobile: 6.6% Tablet: 16.9% Desktop: 76.4% Q4 2013 Large Screen Users 79% of Desktop Viewers
- 8. Why Responsive Saves Time and Money Improves SEO Google Recommends It At the end of 2014, the number of mobile-connected devices exceeded the number of people on earth. Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2014-2019
- 9. Responsive Design Increases Conversion +10% Conversion Rate Aberdeen Group, April 2014 Non-Responsive Websites: +2.7%
- 10. Responsive Design Increases Conversion O’Neill Clothing (3-week period) Source: Electric Pup iPhone / iPad Conversions: +65.71% Transactions: +112.50% Revenue: +101.25% Android Conversions: +407.32% Transactions: +333.33% Revenue: +591.42%
- 11. Responsive Design Improves UX Consistent Experience Across Devices Same Content on Mobile as Desktop = Decrease in Bounce Rates
- 13. Superior Experience – Responsive Best Practices Design for Environments and Devices Fat Finger Test Swiping Infinite Scrolls Sliders Stacked Navigation Selection Wheels One-touch Add to Cart
- 14. Superior Experience – Content Prioritization Prioritize Content per Display
- 15. Superior Experience – EL B2B Customer 1920px 1440px Track Your Order Quick Order Professional Discount Program
- 16. Superior Experience – EL B2B Customer Track Your Order Quick Order 960px 768px 320px Professional Discount Program
- 17. Superior Shopping Experience Product Features 1920px 1440px Availability Shipping Info
- 18. Superior Shopping Experience 960px 768px 320px Product Features Availability Shipping Info
- 19. Superior Checkout Experience Design to Capture More Sales Only Vital Fields Large and Available Checkout Button Prepopulate CC, Shipping Info Checkout As Guest Concise and Easy Leverage Mobile UI Remove Distractions Show Progress Ensure Performance
- 20. Superior Checkout Experience Product Images Product Names Shipping Info Quantity Price 1920px 1440px
- 21. Superior Checkout Experience Product Images Product Names Shipping Info Quantity Price 960px 768px 320px
- 22. Responsive Results Conversion Rate per Device Desktop: +17.5% Tablet: +12.3% Mobile: +58.1% Q4 2014 Sales vs. Q4 2013 Sales Bounce Rate per Device Desktop: -11.4% Tablet: -4.6% Mobile: -.98% 26% Increase Conversions: +10.1% Projected 2015 Sales vs. 2014 Sales: 68% Increase
- 23. EnvironmentalLights Post-Launch Strategies Segment Customer Base Refine Messaging Target Email Marketing
- 24. Responsive Site & Performance A 1-second delay in page load time, equals Aberdeen Research 11% fewer page views, 16% decrease in customer satisfaction, and 7% loss in conversions.
- 25. Q&A
- 26. Jon Provisor jprov@guidance.com Greg Thorson gthorson@environmentallights.com PROMO CODE: Bronto10 Valid Through March 17, 2015
- 27. Thank You!
Editor's Notes
- Meet Our Speakers Bronto: Greg Thorson, CEO, EnvironmentalLights.com Greg Thorson founded EnvironmentalLights.com in 2006 with his wife, Anne, and he serves as the CEO. He received an MBA and MS in Electrical Engineering from Stanford University. He has run several successful companies in manufacturing, distribution and Internet commerce. EnvironmentalLights.com, a B2B website, is growing rapidly and provides LED lighting systems to lighting designers, OEMs, contractors, major network studios and television set designers and other professionals. Jon Provisor, CIO, Guidance As CIO of Guidance, Jon oversees the strategic technical direction of Guidance, and has a hand in setting and achieving the Company’s vision for the future. Jon has applied his strong technical and managerial background to create value for such clients as The Coffee Bean & Tea Leaf, Toms Shoes, The Getty, Foot Locker, Universal Television, The Disney Movie Club, and Weider Publications. Before Guidance, he was a managing principal consultant for Oracle. Jon earned a Bachelor's Degree in Social Sciences from the University of California, Berkeley, and a Master of Science in Design, Analysis, and Management of Information Systems from the London School of Economics.
- About Environmental Lights Greg Thorson: Environmental Lights is an industry leader in providing specialized LED lighting solutions for our business partners through expert engineering, superior products, and dependable service. We offer a broad spectrum of under cabinet lighting, rope and strip lighting, Christmas lights and other LED lighting solutions for commercial and residential applications. We scour the globe for best-in-class LED lighting products and distribute them from our headquarters in San Diego and satellite warehouses throughout the United States.
- About Guidance Jon Provisor: Guidance provides sophisticated eCommerce strategies and solutions. We design, build and host highly customized ecommerce websites for companies such as Anastasia Beverly Hills, Baker Hughes, Johnny Was, Murad, Pam & Gela, Silver Jeans, Sole Society, Foot Locker, and BCF.
- Project Overview Greg Thorson: We have been with Guidance since 2011. We partnered with them to redesign our site onto Magento. Since our launch in 2012, we have seen an increase in sessions, transactions, revenue… Our customers have really embraced our new website and our business is growing.
- The Environmental Lights Customer Greg Thorson: To give you a little bit of background, about 80% of our business comes from Professionals, and 20% from Consumers. For our Professional customers, we want to be perceived as a business partner to them. To trust that we are providing them with the best information and guidance in the selection of products, and that we care about the outcome of their project as if it were our own. This is also why our sales people have engineering backgrounds, so they can offer the level of support that these Professionals need and help them design complex lighting systems that they never knew possible. Quality is more important to Professionals than price. Professionals we work with: Lighting Designers Architects Electricians Lighting & Energy Educators Electrical Contractors Energy Consultants/Specialists Lighting Installers Set Designers Interior Designers Event Planners Professional Remodelers Builders Contractors Landscape Architects
- Environmental Lights Customers’ Device Usage Greg Thorson: In analyzing their usage, we realized that, this audience views our products on various devices: Q4 2013 Device Usage Stats Mobile: 6.6% Tablet: 16.9% Desktop: 76.4% And, we realized that the lion-share of our customers were viewing our site on desktops, were doing so on larger monitors: Q4 2013 Large Screen Users: 79% of Desktop viewers Knowing these two facts, we immediately recognized that rebuilding our website to become responsive was the right business decision for us. It was important that we provided an enhanced mobile shopping experience from smartphone to large monitors, for our customers.
- Why Responsive Jon Provisor: Whether you're a marketer or just someone who's attached to their phone, you've probably noticed that there's been a significant increase in mobile device users everywhere. In fact, at the end of 2014, the number of mobile-connected devices exceeded the number of people on earth. Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2014–2019 For those unfamiliar with responsive design, it refers to a website that's been designed to adjust to various screen sizes and resolutions. This means that a website owner only needs to have one site built for both their desktop and mobile users. That saves owners a lot of time and money because they don't have to build separate sites for desktop and mobile devices. And, since there's just a single URL, a responsive web design can help improve your SEO campaigns. I also shouldn't forget to mention that Google recommends it as well.
- Responsive Design Increases Conversion Jon Provisor: Aberdeen Group, April 2014: Websites featuring a responsive design were rewarded with a 10.9 percent increase in visitor to buyer conversion rates year-over-year. As for non-responsive websites, there was just a 2.7 percent increase.
- Responsive Design Increases Conversion Jon Provisor: O'Neill Clothing: after responsive web design, (three week period): For iPhone/iPod: Conversions increased by 65.71% Transactions improved by 112.50% Revenue increased impressively by 101.25% For Android devices: Conversions increased by 407.32% Transactions jumped up by 333.33% Revenue increase skyrocketed to 591.42% Source: Electric Pup Notes Blog
- Responsive Design Improves User Experience Jon Provisor: Why did the move to a responsive website design have such an impact on O'Neil? Responsive web design also delivers a consistent experience for users who are browsing across multiple devices. Instead of having them zoom excessively or pinch their screens to see what your site offers, you're giving them an easier-to-absorb website that feels more like they are using their desktop. When users have the same content on their mobile devices as they do on their desktop, then bounce rates decrease. With a responsive design, users have access to a functional and accessible website on which they can find the exact information that they're searching for. When visitors have this information, you don't have to be concerned with them leaving for a competitor's site that already takes advantage of mobile design. Since customers are regularly going back and forth on devices, it's expected that the landing page be the same on desktop and mobile. Remember, if your visitors can't navigate your landing page and easily fill-out an opt-in you can expect a lower conversion rate.
- Environmental Lights Responsive Site Greg Thorson: As I mentioned earlier, our customers view our site on very large monitors. They are architects, designers and engineers and they normally have 2-3 large screen monitors on their desks. We knew we had to improve their user experience on our site, because of it. Launched in September 2014, the new site went responsive to display on multiple screen widths: 1920 width - 23”+ monitors and TV 1440 width - 19” Desktop 960 width - large square monitor 768 width - tablet, iPad 320 width – smartphone, iPhone 5
- Superior Customer Experience – Responsive Best Practices Jon Provisor: As I mentioned going responsive, provides for a rich user experience. To do that, you must remember to design for environments and devices. Don’t try to reinvent what is already considered a best practice. Employ recognized design tests and techniques to make users engage immediately: Fat finger test Swiping Infinite scrolls; (Consumers expect this feature because they are accustomed to it on Pinterest, Twitter, and Facebook.) Sliders Stacked navigation Selection wheels One-touch add to cart
- Superior Customer Experience – Content Prioritization Jon Provisor: In addition to using these design techniques, with responsive, you must also remember to prioritize content per display size. Much more content is visible without scrolling on a large desktop monitor than on a small smartphone screen. If users don’t instantly see what they want on a desktop monitor, they can easily glance around the page to discover it. On a smartphone, users may have to scroll endlessly to discover the content of interest. Smart content prioritization helps users find what they need more efficiently.
- Superior Customer Experience – Environmental Lights B2B Customer Jon Provisor/Greg Thorson: Specific to Environmental Lights and their B2B Customer, “Track Your Order”, “Quick Order”, and “Professional Discount Program” features are important to them. For each layout, smartphone up to very large monitors, we made these links, easy to find: HOMEPAGE SCREENSHOTS OF 1920 & 1440 widths This layout targets their B2B customers. REVIEW OF PLACEMENT OF: “Track Your Order” “Quick Order” “Professional Discount Program”
- Superior Customer Experience – Environmental Lights B2B Customer Jon Provisor/Greg Thorson: HOMEPAGE SCREENSHOTS OF 960, 768 AND 320 widths On the traditional desktop monitor, tablet and smartphone screen widths, we reconfigured the layouts to keep these page links prominently displayed: REVIEW OF PLACEMENT OF: “Track Your Order” “Quick Order” “Professional Discount Program”
- Superior Shopping Experience Jon Provisor/Greg Thorson: On PDP pages, again content prioritization is important. For Environmental Lights, we focused on prioritizing product features and the important resources available to generate an educational shopping experience for the buyer, which is crucial in lowering the amount of shopping errors and returns. For each layout, we made all the product information (availability, shipping info, specs, features, applications, documentation, photos & videos, reviews), easy to find: PDP SCREENSHOTS OF 1920 & 1440 widths REVIEW PLACEMENT OF: “Shipping Info” “Availability” “Product Features”
- Superior Customer Experience – Content Prioritization Jon Provisor/Greg Thorson: PDP SCREENSHOTS OF 960, 768 AND 320 widths REVIEW PLACEMENT OF: “Shipping Info” “Availability” “Product Features”
- Superior Checkout Experience Jon Provisor: What’s important for the checkout page is to make every step as concise and easy as possible. It’s important that you design it to capture more sales: Include Only Vital Fields Make Checkout Button Large and Available Anytime an Item is in the Cart Prepopulate CC, Shipping Info, etc. for Logged-in Customers Allow Checkout As A Guest - (EnvironmentalLights does this) Leverage Mobile UI Elements Finger-friendly Links and Buttons Remove Distractions, Not Content If Not All On One Screen, Show Progress Ensure Performance Provide Security Reassurances
- Superior Checkout Experience Jon Provisor/Greg Thorson: Specific to the Environmental Lights cart page, we: Included the ability to estimate shipping and taxes prior to the checkout page, so the customer can make any edits to meet his budget; and, made all the product information (image, name, shipping information, price, quantity) and subtotal, easy to locate and review. CHECKOUT SCREENSHOTS OF 1920 & 1440 widths REVIEW PLACEMENT OF: “Product Images” “Product Names” “Shipping Info” “Price” “Quantity”
- Superior Checkout Experience Jon Provisor/Greg Thorson: CHECKOUT SCREENSHOTS OF 960, 768 AND 320 widths
- Responsive Results Greg Thorson: Since launch, we have seen some great results on the site: Q4 2014 Sales Results as Compared to Q4 2013 Sales Results;(ELights Responsive Site Launched in Q4 2014): 26% Increase Conversion Rate Increase: 10.1% Increase Conversion Rate Increase per Device: Desktop: Up 17.5% Tablet: Up 12.3% Mobile: Up 58.1% Bounce Rate Decrease per Device: Desktop: Down 11.4% Tablet: Down 4.6% Mobile: Down .98% Projected 2015 Sales vs. 2014 Sales: 68% Increase
- Environmental Lights Post-Launch Strategies Greg Thorson: Segmented customer base Re-organized SalesForce along verticals Organized company to our customers Refined messaging Docs and Videos – Organize by subject SCREENSHOT of Videos page Email: Most Effective Marketing Success with Bronto Segmenting by vertical markets World is awash in data but finding good information is difficult “We Know You’re Busy, We’re Going to Make This as Short and Relevant as We Can” Simple test of customer engagement: Go to a website and find a telephone number to call Bronto continues to be very relevant
- Responsive Site & Performance Jon Provisor: Site Performance Aberdeen Research, 2012: “A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions.” For the EnvironmentalLights site, we focused on speed; we did not forsake performance when we went responsive. Seconds Matter
- Q&A Jon Provisor/Greg Thorson:
- Contact Information Jon Provisor: jprov@guidance.com Greg Thorson: gthorson@environmentallights.com Promo Code: Bronto10 Valid through March 17, 2015
- Thank You Jon Provisor: Please stop by our Kiosk; my colleague Aaron Holl will be available to answer any questions.