Dibs Webinar - Improve E-commerce Conversion in four steps

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Better Conversion for E-tailers in four steps

201210-25

Page @Conversionista

Nr 1 on Online Conversion in Sweden

Since2006

80 + conversion projects

50% E-commerce

Rest is B2B/B2C Lead generation

Internationell speaker & blogger

John Ekman a.k.a Chief Conversionista

1070%

Member and founder of

TheConversionAlliance.com WebAlliance.se

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”b esökare”2,72% ”What now?!”

The BIG question

Visitors

Customers

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The answer?

What could the page look like?Images?

Buttons?

Call to action?

Size?

Scoll – No scroll?

Colour(s)?

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Case – larp Fashion Ultra Ugly site– All agencies will cry - ”Redesign!” No Money for redesign We gave 6 suggestions for improvements– grouped layout of the product page was

the first one

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Results: 53,7% Uplift on Test Goal “ Add to cart”

Test-page – grouped layout

Page

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Eventually – The Redesign

Page

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De 4 frågor besökare ställer när de kommer till

din sajt

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WII.FM

1. Har jag kommit till rätt ställe?2. Har dom vad jag behöver?3. Kan jag lita på dom?4. OK, ni fick mig - hur kommer jag till avslut?

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BOB - Big. Orange. Button.

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The first law of conversion

”Conversion happens when your and your visitors’ goals meet”

Persuasion Usability

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David Boronat

”Persuadability”

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The 4 steps of E-commerce Conversion

Stay on the site

Find products

Add to cart

Checkout

2011-05-24

Page

Case study

Analysis and improved tracking .in Google Analytics helped us

understand in what conversion step an online retailer had problems

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E-commerce example

Unique visitors

Engaged visitors

Visits with

Purchases

Bounce rate

26,5% 77 007

56 639

3 111

2 357

346

Visits with

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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Relevancy-Can I shop online here?-What do they sell?

The 4 steps of E-commerce Conversion

Stay on the site

Find products

Add to cart

Checkout

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Relevancy

Search, Categorization, Naming

The 4 steps of E-commerce Conversion

Stay on the site

Find products

Add to cart

Checkout

Twitter: @conversionista

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Deduction

Induction

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ka

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Categorization

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REI – tents

Customers said they:1. Read the information on the product page2. Based the decision on features- summary

250 vs 60 bought tent

nr 1 !

201210-25

Page @Conversionista

Let’s go to the general store

201210-25

Page @Conversionista

Bild på gammaldags handlare

201210-25

Page @Conversionista

How many products above the fold?

201210-25

Page @Conversionista

Our suggestions

1. Shrink header2. Shrink category title3. Get rid of right column

From 3 to 8An increase of 270%

201210-25

Page @Conversionista

Users spend 80% of their time ”Above the fold”

Source: Jakob Nielsen- Useit.com

201210-25

Page @Conversionista

201210-25

Page @Conversionista

201210-25

Page @Conversionista

201210-25

Page @Conversionista

201210-25

Page @Conversionista

201210-25

Page @Conversionista

201210-25

Page @Conversionista

Whichtestwon Filter test

201210-25

Page @Conversionista

Without filter

27% CTR increase

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Relevancy

Search, Categorization, Naming

Layout of Product page

The 4 steps of E-commerce Conversion

Stay on the site

Find products

Add to cart

Checkout

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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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Page

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Page

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Relevancy

Search, Categorization, Naming

Layout of Product page

Forms, Usability,Trust

The 4 steps of E-commerce Conversion

Stay on the site

Find products

Add to cart

Checkout

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Hyrbil OKQ8

Man måste fylla i personnummer först av allt.

Innan man får se vilka hyrställen o bilar som finns.

Varför då

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Rakt in i personnummers-väggen igen.

Här var det stopp. Tack och adjö! Var är nödbromsen?

Statoil,

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cykloteket

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Bryan Eisenbergs Hierarchy of Conversion

Persusasive

Intuitive

Usable

Accessible

Functional

Page

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What does it cost to fix the forms?

Page

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Ok, why don’t you do it better yourself then?

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Mathem Matkasse-sida

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Matkasse = klar fem i, inte fem över

+ Färdiga recept + nyttig mat

+ spara tid- släpa kassar

= Färdig matkasse

Familjematkassen

Nyttig och hälsosam mat framtagen av Nutritionist

Lättlagad < 30 minuter

Barnvänlig – passar stora och små

690 kr/st

Beställ

Sommarkasse

Specialkasse för sommaren. Nyttig mat. Passar på grillen eller i ugn Fräscha sommarråvaror

690 kr/st

Beställ

Se menyn

När kan vi leverera till dig?

Postnummer Sök

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Matkasse = klar fem i, inte fem över

+ Färdiga recept + nyttig mat

+ spara tid- släpa kassar

= Färdig matkasse

Familjematkassen

Nyttig och hälsosam mat framtagen av Nutritionist

Lättlagad < 30 minuter

Barnvänlig – passar stora och små

690 kr/st

Beställ

Sommarkasse

Specialkasse för sommaren. Nyttig mat. Passar på grillen eller i ugn Fräscha sommarråvaror

690 kr/st

Beställ

Se menyn

Nästa leverans till ditt område i Sollentuna

Välj kasse & hitta leveranstid som passar digOnsdag 13/11

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resu

Page

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Resultat

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Offer for Webinarattendees

Conversion Review

14 400 kr review (Incl Google Analytics)

Now for 9 600 kr

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Relevancy

Search, Categorization, Naming

Layout of Product page

Forms, Usability,Trust

The 4 steps of E-commerce Conversion

Stay on the site

Find products

Add to cart

Checkout

@conversionista

Twitter: @Conversionista

www.conversionista.se