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E-commerce top tips Ways to improve and track the UX
Agenda
Measuring your website Where should you send potential customers Tracking Engagement / usability Persuading customers to buy Simple purchase Retention Testing
Web Analytics Make sure you have the fundamentals in place Understand what the key visit / sales drivers are Know your audience demographic and how they perform
Surveys Keep it simple Great insightful feedback Survey Monkey, Demographix
Before you make changes……measure your website
Dovetail Subscriber Survey Data is ready for viewing Top line and detailed analysis
Before you make changes……measure your website
Web analytics – dashboard reports
Web analytics – where are the gains?
Channel Sessions Transactions Revenue Average Sale ConversionAdditional
TransactionsAdditional Revenue
Referral 100,000 1,250 £25,000.00 £20.00 1.25% 1000 £20,000.00
Direct 60,000 2,000 £60,000.00 £30.00 3.33% 600 £18,000.00
Organic Search 20,000 800 £28,000.00 £35.00 4.00% 200 £7,000.00
Paid Search 10,000 1,000 £25,000.00 £25.00 10.00% 100 £2,500.00
Social 5,000 50 £1,000.00 £20.00 1.00% 50 £1,000.00
Fundamentals
Agree the business goals
Breakdown the key activities
Identify the metrics you’ll use to measure each activity set
Measure the results
Where do visitors land?
Landing Page % Visitors Bounce Rate %
Home page 20% 18%
Category page 30% 31%
Product page 50% 54%
Understand where you send your customers
And what impact this is having on bounce rates
Remember you want customer to check out as quickly as possible
Hot leads should be taken straight into an offer page
Promotion Destination
Brand offer (on-line) Product page
Brand offer (off-line) One stop shop / Purchase page
Portfolio Category / Portfolio page
Where do visitors land?
Deep link to the appropriate offer
Use geo-targeting to improve overseas conversion
Test removing the promotional code box
Where do visitors land?
Where do visitors land?
Deep link your offline channel to the appropriate site page
Where do visitors land?
Use landing /category pages to promote portfolio activity
Remember to track
Append campaign tracking to your online activity
Provides real insight into what is working!
Remember to track
URL BUILDER
Engagement - branding
Theming a page will help reduce bounce rates
Conversion rate improvements
Engagement - content
High quality images Look inside SEO friendly copy Reasons to purchaseResearch completed by the Nielsen
Group, showed 79% of their test users scanned any new page they came across with only 16% reading word by word B
on research done by the.
Engagement - content
Usability - responsive
Mobile/tablet traffic can be as high as desktop Conversion rate improvements If you’ve not optimised – work out the benefits
Persuading customer to buy – proposition
What makes a good proposition Desired product Well presented Attractive, clear price Right payment choicesIn a recent survey of 2000
online British adults, it found that 50% of those who regularly shop online said that if their preferred payment method is not available, they will cancel the purchase.
Persuading customer to buy – proposition
Offer urgency
Currency inclusion
Persuading customer to buy – promotions
Create appealing special offers
Studies show that 62% of online shoppers are looking for a discount
Persuading customer to buy – promotions
Subscriber discounts on your merchandise Be wary of shipping costs – in an online study, 93% of customers
would be encouraged to purchase an item with free delivery
Studies show 61% of customers read online reviews before making a purchase decision
Dovetail integrated with Feefo
Go Beyond The Customer Review.. Testimonials Amazon book reviews App store reviews
Persuading customer to buy - reviews
Simple purchase
Simple purchase – checkout
Keep the basket page simple and informative
Address uncertainty
Simple purchase – checkout
Isolate the checkout Clear progress
indicators Security logos Collect email first Shorter forms Show customer care
information Account registration
in the background
Simple purchase – checkout
Simple purchase – checkout
Simple purchase – one click model
Remarketing
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Abandon basketSend customers a follow up email if they abandon the siteConversion rates average between 5-9%
Simple purchase – tracking
Track any changes made to the checkout
Retention
Make the login page simple
Choose a sign in mechanism that works best
Track bounce rates
Test
Understand via analytical insight what is worth testing Start of simple Choose a testing tool. Google Experiments, HoK, Qubit…. Action and monitor
A/B suggestion…. Price / Incentives Urgency Payment methods Branding
Summary
Make sure you have the fundamental website tracking in place, and use this to understand performance and where you need to improve.
Deep link customers to right page Serve relevant, informative and engaging content Ensure the customer understands the proposition Keep the checkout process simple and address uncertainty Testing will help understand what to change When you make changes, ensure you understand how they
performed and whether they achieved the business objective
Questions?Carl FaulknerEmail: [email protected]: 01795 414565
