Anatomy of a killer retail website - 'Triggr The Web'

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Presented by Paras Chopra, Founder of Wingify, at 'Triggr The Web' on April 9th, 2011

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Anatomy of a killer retail website - 'Triggr The Web'

  1. 1. Anatomy of a killer retail website Seven tips to increase online sales and conversion rate
  2. 2. Three MusketeersTip #1: there are three kinds of visitors
  3. 3. Visitor #1: Buyer I want to buy a new shirt now!
  4. 4. Visitor #2: Researcher Wonder if this is fresh?
  5. 5. Visitor #3: Window Shopper OMG! Wish I could buy it
  6. 6. Ignore these visitors: Buyers Window ShoppersHe will buy anyway She probably won’t buy
  7. 7. Your #1 Focus• Convince the Researcher to become Buyer – Most important and gives maximum results – Do this by removing doubts and answering questions• Make it easy for Buyer to buy – Easiest fix you can make• Convince Window shopper to become Researcher – Most difficult
  8. 8. Your biggest enemy: back button Tip #2: Have single, focused goal
  9. 9. Your Visitors
  10. 10. Your Sales Page
  11. 11. Don’t overwhelm your visitors
  12. 12. Have only single call to action
  13. 13. Bad Example: Joomla
  14. 14. Good Example: Wordpress
  15. 15. People don’t like readingTip #3: Reduce amount of text on page
  16. 16. 50 milliseconds Time you have to make first impressionSource: Attention web designers: You have 50 milliseconds to make a good first impression!Lindgaard, Gitte, et. al 2006
  17. 17. So, reduce text & use visuals
  18. 18. Bad Example: SlySoft
  19. 19. Good Example: Skype
  20. 20. Hi, I am Bob! The “Welcome to Bob’s site” syndromeTip #4: Headlines matter more than you realize
  21. 21. Why headlines are so important?People look hereto find out what’sthe website about
  22. 22. Concreteness is key to good headline• Say what the website/product is about – Don’t use “Welcome to XYZ” as headline• Headline is not a place to make a pitch – Don’t use “XYZ has changed ABC forever”• Keep it short – About eight words is ideal
  23. 23. Remember that this is impossible Yes! I will spend 10 minutes on your website just to figure out what you are selling
  24. 24. Bad Example: Odesk
  25. 25. Good example: ELance
  26. 26. Who else bought this?Tip #5: use social proof to remove doubts and uncertainties
  27. 27. People crave for social proof
  28. 28. What if you don’t have social proof?• Give product for free in exchange for testimonials – Reach out to experts and get their feedback• Cite industry or theoretical research – XYZ increases productivity by 50%. Scientifically Proven!
  29. 29. What counts as social proof?• Customer logos• Case Studies• Reviews & Ratings• Testimonials• Statistics – 1,738,423 visitors on this page till now
  30. 30. Bad Example: Twhirl
  31. 31. Good Example: Hootsuite
  32. 32. Design mattersTip #6: people associate good design with higher trust
  33. 33. Why design matters? iPhone Microsoft Kin50 million units sold 8000 units sold
  34. 34. Investment in good design: highest ROI Old Design New Design Actual case study: 20% Increase in sales
  35. 35. Tip #7: Ignore all previous tips A/B Split Test everything!
  36. 36. What is A/B Testing?
  37. 37. Why A/B Test?Let’s play a guessing game
  38. 38. Which version increased signups by 60%? Or
  39. 39. Which version increased downloads by 85%? Or
  40. 40. How to do A/B split testing?• Google Website Optimizer – Free, basic solution by Google• Visual Website Optimizer (my company) – World’s easiest A/B testing tool – Used by 4000+ companies including Groupon, MakeMyTrip, Microsoft, etc.• Enterprise solutions from Omniture, Webtrends, Autonomy etc. – Expensive solutions costing $XXX,XXX per annum
  41. 41. Thanks! Questions?Presentation by Paras Chopra paras@wingify.com

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