conversion2013-johnekman-conversionista
TRANSCRIPT
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John Ekman – Chief Conversionista
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Nr 1 on Online Conversion in Sweden
Since 2006
100 + 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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What did E-tailers learn from Retailers?
-Absolutely Nothing!
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Paco Doesn’t know
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Web Agencies don’t know
WWW
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Agencies brought us the flash intro
People don’t go get the popcorn and sit down to watch sliders
© The Oatmeal
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Damned if you do - damned if you don’t
Retailers Know how important conversion is, but they don’t know how do it on the web
WWW Know how to design, but they don’t know what to use it for (Hint: conversion)
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What if you built an Albert Heijn store the same way you build E-commerce sites? At first the experts would go in and
fix their parts:– Fridges– Lighting– Cash registers– Flooring– Etc.
Then the merchant would ask his kids and their friends to roll in the goods and put it where they thought it was the best!
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Shopping list for e-commerce
1.Technology2.Cost
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Strategy vs. tactics
”Retail is detail” ?!
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Lock up the mail order guys and throw away the key
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So what have we learnt?
Absolutely Nothing!
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The challenge
Should we try to start learning?
Together
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My shopping list
1. Milk2. Car insurance3. A Tent4. Tomatoes5. Cat litter
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The Milk
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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 !
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What do we learn from this?
Where you put things (order)
Has a great impact on conversion
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Twat was order
Now
Navigation
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Deduction
Induction
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How do you communicate a category?
”Categoryleaders”
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Here’s a Swedish Experiment
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Menu navigation is not always the best, and
should not be the only, way to find products
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Searchers are converters We typically see that conversion rate in the
segment ”Visits with search” is twice as high as visits without search
Put search prominently Deliver great results
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That was navigation
Back to categorization
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Inside-out categorisation
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Ping-pong?
Table Tennis?
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ka
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Another popular categorisation
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Top 10 german e-commerce sites
Not a single one of the top 10 German
E-commerce sites* has Alphabetical
Categorization!
"Shopping-Portale und Online-Shops 2011: Die umsatzstärksten Online-Shops”iBussines (ibusiness.de) in cooperation with EHI Retail Institute (ehi.org)
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Cognitive tasks1. Recognizing that the list is alphabetically ordered2. Using the correct word for the category3. Estimating where in the list your category will
appear (roughly)4. Going to that place to look for it
Or
5. You can just look around and find it
= Satisficing
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Where alphabetical categorization makes sense
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Let’s go to the general store
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Bild på gammaldags handlare
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How many products above the fold?
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Our suggestions1. Shrink header2. Shrink category title3. Get rid of right
column
From 3 to 8An increase of 270%
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Users spend 80% of their time ”Above the fold”
Source: Jakob Nielsen- Useit.com
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Whichtestwon Filter test
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Without filter
27% CTR increase
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Key takeaway
”Don’t let the store get in the way of your products”
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Let’s go to Mörby Centrum
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Hemköp Mörby Centrum
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The Tomatoes and the Milk
Enter: the Usability people
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Challenge
Will the most usable online store sell the
most?
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The answer?!
”Persuadability”
David Boronat
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Cat litter
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You have to understand
”points of influence”and
”direction of influence”
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People can be influenced
BUT
They’re not looking for the same things before and
after they’ve added something to the cart
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Pre AddPost AddCart Conversion RateTheory
The
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PAPAC C RTCAT CR A P P
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Let’s look at a Rather successful
Swedish E-commerce site
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I’m still staring at the Cat litter
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Conclusion From
– ”People who bought this also bought…”– ”Similar products…..”– ”Popular products….”
To– ”People who finally bought this product, considered
these products before they ctually decided”– ”People who bought this also bought his AFTER they had
bought the first thing”
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Frequently Bought With ContourGPS Camera
Customers Who Bought ContourGPS Camera Also Bought
Customers Also Bought these Highly Rated Items
Customers Who Shopped for ContourGPS Camera Also Shopped For
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Because……
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At the same time in a web shop near you this happens:
”Related products”
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Is this what you want?
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Retailing has gone from”Advertising”
To”In-store marketing”
E-tailing is still stuck at ”Advertising”
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Some other retail concepts
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The wallet opener
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Thebumper
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Wallet openers and Bumpers should be:
Commitment & Consistency
Universal Actionnable Cheap (wallet opener)
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So we’ve talked about Navigation, Naming How do visitors find
your & Categorization products?
Order How do you prioritize?
”Space management” How many products above the fold?
Direction of influence The CATCRAPP theory
Bumper and Wallet opener How do you get visitors to slow down and start
shopping?
