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Better conversion for E-commerce sites in 4 steps
What did E-tailers learn from Retailers?
Paco Doesn’t know
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Web Agencies don’t know
WWW4
Damned if you do - damned if you don’t
Retailers Know how important conversion is, but they don’t know how do it on the web
WWW Know how to design, but they don’t know what to use it for (Hint: conversion)
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What if you built a Selver store the same way you build E-commerce sites?
• At first the experts would go in andfix their parts:• Fridges
• Lighting
• Cash registers
• Flooring
• Etc.
• Then the merchant would ask his kids and their friends to roll in the goods and put it where they thought it was the best!
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Shopping list for e-commerce
1.Technology
2.Cost
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Strategy vs. tactics
”Retail is detail” ?!
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Lock up the mail order guys and throw away the key
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So what have we learnt?
Absolutely Nothing!
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The BIG question
What now?!1,7%
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Case - Larp Fashion• Butt ugly site– All agencies would have cried out: ”Redesign!”• No money for redesign
• We gave 6 proposals for improvements WITHIN the existing design
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Test variation - Grouped lauyout
• Results: 53,7% Uplift on Test goal ”Add to cart”
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One year later – Redesign!
w Results: No difference on Conversion rate
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E-commerce example
Unique visitors
Engaged visitors
Visits with ”View cart”
Purchases
Bounce rate
26,5% 77 007
56 639
3 111
2 357
346
Visits with ”Add to cart”
Add to cart rate
5,5%
View cart rate
75,7%
Cart Completion rate
11,1%
Cart Abandonment
rate
88,9%GA funnel reportConversion rate
0,45%
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GA Funnel
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Better conversion for E-commerce sites in 4 steps
Step 1 - Stay on the site
Relevancy-Can I shop online here?-What do they sell?
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Let’s go to the general store
Bild på gammaldags handlare
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How many products above the fold?
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Our suggestions
1. Shrink header2. Shrink category title3. Get rid of right column
From 3 to 8An increase of 270%
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Users spend 80% of their time ”Above the fold”
Source: Jakob Nielsen- Useit.com
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Whichtestwon Filter test
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Without filter
27% CTR increase
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Key takeaway
”Don’t let the store get in the way of your products”
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Step 2 - Find Products
Findablity-Search/Navigation-Categorization-Naming-Order-
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Deduction
Induction
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How do you communicate a category?
”Category
leaders”
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Here’s a Swedish Experiment
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Searchers are converters• We typically see that conversion rate in the segment
”Visits with search” is twice as high as visits without search
• Put search prominently
• Deliver great results
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Menu navigation is not always the best, and should not be the only, way to find
products
That was Seach &Navigation
Now to Categorization and Naming
Inside-out categorization
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Ping-pong?
Table Tennis?
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ka
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Another popular categorization
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Top 10 german e-commerce sites
Not a single one of the top 10 German
E-commerce sites* has Alphabetical
Categorization!
"Shopping-Portale und Online-Shops 2011: Die umsatzstärksten Online-Shops”
iBussines (ibusiness.de) in cooperation with EHI Retail Institute (ehi.org)
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Cognitive tasks involved1. Recognizing that the list is alphabetically ordered
2. Using the correct word for the category
3. Estimating where in the list your category will appear (roughly)
4. Going to that place to look for it
Or
1. You can just look around and find it
= Satisficing
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Where alphabetical categorization makes sense
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That was Categorization and Naming
Now to Order
The Milk
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REI – tents
Customers said they:
1. Read the information on the product page
2. Based the decision on features- summary
250 vs 60 bought tent
nr 1 !
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What do we learn from this?
Where you put things
(order)
Has a great impact on conversion
Step 3 - Add to cart
Product Page layout and content
The Three Ps of a perfect product page• Picture
• Price
• Putton
http://unbounce.com/conversion-rate-optimization/product-pages-that-convert/
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Cat litter
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You have to understand
”points of influence”and”direction of influence”
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Retailing has gone from”Advertising”To”In-store marketing”
E-tailing is still stuck at ”Advertising”
People can be influenced
BUT
They’re not looking for the same things before and after they’ve added something to the cart
Pre AddPost AddCart Conversion RateTheory
The
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P A P A C C R TCA T CR A P P
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Let’s look at a
Rather successful
Swedish E-commerce site
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I’m still staring at the Cat litter
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Conclusion• From
• ”People who bought this also bought…”
• ”Similar products…..”
• ”Popular products….”
• To• ”People who finally bought this product, considered these
products before they ctually decided”
• ”People who bought this also bought his AFTER they had bought the first thing”
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• Frequently Bought With ContourGPS Camera
• Customers Who Bought ContourGPS Camera Also Bought
• Customers Also Bought these Highly Rated Items
• Customers Who Shopped for ContourGPS Camera Also Shopped For
•
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Because……
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At the same time in a web shop near you this happens:
”Related products”
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Is this what you want?
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Step 4 - Checkout
Form UsabillityTrust
cykloteket
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Rental car OKQ8
Enter drivers licence nr BEFORE your can see any
cars.
Why?
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Statoil
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Bryan Eisenberg’s Hierarchy of Conversion
Persusasive
Intuitive
Usable
Accessible
Functional
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What’s the potential?
40% dropoff!!
How much to fix the forms?
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Better conversion for E-commerce sites in 4 steps
Bonus Slides
Let’s go to Mörby Centrum
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Hemköp Mörby Centrum
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The Tomatoes and the Milk
Enter: the Usability people
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Challenge
Will the most usable online store
sell the most?
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The answer?!
”Persuadability”
David Boronat
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Some other retail concepts
The wallet opener
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Thebumper
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Wallet openers and Bumpers
Commitment & Consistency
• Universal
• Actionnable
• Cheap (wallet opener)
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@conversionista
www.conversionista.se
john@conversionista.se
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