ses san francisco 2013

A Conversion Odyssey: Wandering in the E-commerce Wasteland

Tim Ash – CEO SiteTuners

#SESSF @tim_ash

• Conversion-focused website blueprints (tactical or strategic)

• Landing page test plans & testing strategy

• Internal optimization team training & mentoring

• More than 1200 clients worldwide since 2002

About SiteTuners

SiteTuners E-commerce Background

SiteTuners has successfully improved over 200 e-commerce catalogs.

SiteTuners principals have keynoted & presented at dozens of e-commerce events worldwide.

Part I

Walk a mile in my shoes

(you don’t understand your visitors)

Takeaways

You are not like your visitors…

• You know to much - have a framework to fill in the gaps

• You are too patient - willing to put up with major issues

• You care – others are not invested at all

Part II

If you can’t find it easily,

it does not exist

(awareness)

Takeaways

• Your site does not exist in a vacuum

• The search does not start on your site

• Make sure key categories are visually discoverable

• Don’t use banners with motion – they are evil

• Carousels are useless and not discoverable

• Don’t rely exclusively on text nav-bar labels

Part III

The power of self-selection

(interest)

Useful interest taxonomy - Style

Modern

Traditional

Useful interest taxonomy - Materials

Leather

Fabric

Useful interest taxonomy - Function

Daybed

Chaise

Not useful interest taxonomies

• Color – secondary to the other choices

• Price – don’t know what is reasonable

• Brand – don’t really know any

Takeaways

• Provide a small number of clear and useful choices

• Do not show product-level items too early

• Don’t “throw up” all over your visitors (too many items)

• Not everything is a “filter” at this stage

• Create useful taxonomies & product wizards

• Fix your onsite search

Part IV

Give me what I want

(desire)

Things I Care About

• Dimensions

• Build quality

• Comfort of bed

• Color options

• Cost

• Availability – lead time

• Old sofa disposal

• Guarantees

• Return policy

• Financing options

• That others like it

• That my wife likes it

Takeaways

• Give me the details

• Help me experience it

• Let me customize it

• Don’t hide key information - group it spatially

• Let me save my in-progress work & share with others

Part V

Get out of my way,

and don’t surprise me

(action)

Takeaways

• Be clear about the money

• Not everything should be a button

• Prioritize buttons if you have more than one

• Follow existing conventions – don’t reinvent the wheel

• Relieve anxiety before it arises (add transactional trust)

A Resource for Conversion Rate Optimization

Get it on Amazon

• Revised and expanded 2nd edition

• Over 150 pages of new content

• E-commerce best-practices section

Giveaway – Free Express Review

• Unflinchingly honest interactive review of landing page or website

• 45- or 90-min video transcript recorded via GoToMeeting

• Includes AttentionWizard “attention heatmap” of your page

http://Express-Review.com - Starts at $699

$200-off (order by 9/27/2013 and mention “SES”)

Save $250 off of Conversion Conference

Upcoming 2013-2014 shows: Sep 30- Oct 1

Boston Berlin, London, San Francisco,

Paris, Chicago

Use promo code SESSF13

Other opportunities to see me at SES

• Live Rapid Fire Landing Page Critiques (Expo Hall - Now)

• Roundtable Lunch Discussion (Today)

Please complete the session survey – I read every comment

Contact Info

tim@sitetuners.com

(619) 990-9062 mobile

(619) 223-8020 work PST

twitter @tim_ash

www.linkedin.com/in/timash

facebook.com/tim.ash1

skype tim_ash1

ses san francisco 2013

ash sitetuners

ash useful

background sitetuners

sitetuners principals

ash takeaways

ash things

early dont

dont surprise

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