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Conversion Hacking10 Things You Can Start Tomorrow To Accelerate Your
Ecommerce Business
Ometria breakfast seminar – 4th June 2014Dr. Mike Baxter
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
DATA. ACTION. PROFIT.OMETRIA – THE ALL-IN-ONE INTELLIGENCE SOLUTION
What is Conversion Hacking?
hack: a rough cut
hacking: making quick changes that give disproportionately large benefits
quick changes: could be done instantly or could take development work – but all have big paybacks
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Hack #1
Do More with Drop-Downs
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Drop-down panels are used on most sites both for search auto-suggest and global navigation menus – they provide a great way to answer customer’s questions before they have asked
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Hack #1
Do More with Drop-Downs
Hack #2
Create a Sense of Urgency
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Loss aversion is one of our strongest ‘cognitive biases’ – many ecommerce site use it as a conversion booster
Hack #3
Maximise sales from the category page
What do you do?Position the shoes most likely to sell at the top of the category page
How do you do it?Calculate the product-page conversion for each shoe = number of purchases / number of page-views for each shoe
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Hack #3
Maximise sales from the category page
What do you do?Position the shoes most likely to sell at the top of the category page
How do you do it?Calculate the product-page conversion for each shoe = number of purchases / number of page-views for each shoe
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
purchases = 82page-views = 1239conversion = 7%
purchases = 103page-views = 894conversion = 12%
purchases = 47page-views = 349conversion = 13%
Position 1st Position 2nd Position 3rd
Hack #4
Reduce pogo-sticking!
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Pogo-sticking is the term describing customers bouncing back and forth repeatedly between category and product pages. It happens because insufficient information is presented on the category page to inform customer choice – it can be a conversion-killer
Large thumbnail images …
… informative descriptions …
… and customer reviews on the category page can all help
… as can quick-look functionality
Hack #5
Quarantine Checkout
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
When someone enters your checkout, there is only one place you want them to go – to order confirmation. In which case, don’t distract them with lots of links to other parts of your site
Currys checkout removes all the global navigation from the header of the page, with all its drop-down menu content
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Currys checkout removes all the global navigation from the header of the page, with all its drop-down menu content
How to hack it!Use CSS to simply hide the elements you don’t want in
checkout, using display:none
When someone enters your checkout, there is only one place you want them to go – to order confirmation. In which case, don’t distract them with lots of links to other parts of your site
Hack #5
Quarantine Checkout
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Right or top-aligned labels reduce number of eye
fixations by 50%
Good form design reduces the ‘cognitive effort’ required to fill
them out and hence reduces checkout abandonment
Hack #6
Improved Form Design
Hack #7
Credit card scanning for mobile checkout
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Most ecommerce sites suffer lower conversion on mobile devices.
There are many reasons for this but one of them is the difficulty of typing credit card details into a small screen
Credit card scanning provides a solution to this problem
Check out card.io and Netswipe for more details
Hack #8
Reducing returns
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Better information on the product page stops customers buying the wrong stuff
360o views and product videos reduced returns and increased conversion rates at the same time
Having information from other customers on sizing can reduce
returns significantly
Hack #8
Reducing returns
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Better information on the product page stops customers buying the wrong stuff
360o views and product videos reduced returns and increased conversion rates at the same time
Having information from other customers on sizing can reduce
returns significantly
Check whether return-rates are higher from particular acquisition paths – e.g. from a specific PPC advert. If so, the marketing message may be misleading or over-selling the
product, leading to customer dis-satisfaction
Hack #9
Go Responsive
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
How to Hack?
1. Move to responsive templates for emails2. Explore simple changes to deliver graceful
degradation (e.g. from multi-column to single column page layout) on mobile
3. Talk to your developers about ‘front-end frameworks’
Hack #10
Message Customers Intelligently
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Returning customers are more readily identified (via cookie)Customers about to ‘lapse’ can be the most valuable to convert
Message them heavily (on-site, re-targeting & email) before you lose them
Hack #10
Message Customers Intelligently
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Triangulate your customers across devices …
… as they order or open emails on different devices
Hack #10
Message Customers Intelligently
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
… and for hero customers, make sure you back-match them …
… as they marry and change their surname
…
… move house and change their address …
… or change their email address …
Conversion Hacking10 Things You Can Start Tomorrow To Accelerate Your
Ecommerce Business
How Ometria Can HelpIvan Mazour
Customer Lifecycle Marketing Kit
How To Speak Ecommerce Ebook
The Ultimate Product Page Ebook
Customer Segmentation Cheat Sheet
AND MANY OTHER EBOOKS, INFOGRAPHICS, VIDEOS AND BLOG POSTS ON HOW TO WIN AT ECOMMERCE
Academy: http://www.ometria.com/academy Blog: http://blog.ometria.com
The Ometria Academy – How to Win at Ecommerce
Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData
Conversion Hacking10 Things You Can Start Tomorrow To Accelerate Your
Ecommerce Business
Ometria breakfast seminar – 4th June 2014Dr. Mike Baxter
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