Optimization for ECOMMERCE

Peep LajaConversionXLfollow @peeplaja

Use security logos

Offer and promote free shipping

No forced registration

Show “new” and “on sale” items in the menu

Recover abandoned carts

Don’t use carousels

Leased over $80 million in cars in 2012

•Home•Category / Search•Product•Content / Customer service•Cart•Checkout

YOU HAD ONE JOB

•Home – Value propositon, push down the funnel

•Category/Search – help find smth they like

•Product – add product to cart•Content – inform, persuade•Cart – proceed with purchase•Checkout - pay

Issue Bucket Background Action RatingGoogle Analytics bounce info is wrong

Instrument Google Analytics script is loaded twice! Line 207 and 506 of the home page both contain GA code, as do all the other pages.

Remove the double entry

★★★★★

Conversions are low for IE9.

Investigate Possible cross-browser issues. Conduct cross-browser testing. ★★★

People are unsure where to go next from the home page

Hypothesize Too many options create hesitations, paradox of choice.

Come up with a single prominent CTA.

★★★

Missing value proposition on the home page

Test Add a compelling value proposition in the header of your website that states what your website is about, what can they do here and why should they do it

Add prominent value proposition

★★★★★

Content is very hard to read

JFDI Font size 11px is too small Increase font size★★★

Revenue per visitor for site searchers

Before: $18.2After: $18.8

Ring model: a way to look at the ‘layers’ or ‘levels’ reached

Bounce

Search or Category

Product Page

Add to cart

View cart

Checkout

Complete

Measure every feature

Test multiple iterations for

each hypothesis

Category: help people find smth

they like

Hamburger

Does sort order matter?

Product: add to cart

CTA color

What’s best for increasing motivation?

Heap Analytics

Checkout: pay

1. Best practices? Blah blah

2. Where and what?

* ResearchXL

3. Measure what users are doing

4. Do iterative testing

5. Involve others for solving big problems

Read my blog

ConversionXL.comPeep Laja@peeplaja