dibs webinar - improve e-commerce conversion in four steps
DESCRIPTION
This is the presentation held i an Webinar hosted by Payment Provider DIBS. You will learn the four basic conversion steps in E-commerce and how to improve Conversion in each of them.TRANSCRIPT
Twitter: @conversionista
Better Conversion for E-tailers in four steps
201210-25
Page @Conversionista
Nr 1 on Online Conversion in Sweden
Since2006
80 + 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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”b esökare”2,72% ”What now?!”
The BIG question
Visitors
Customers
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The answer?
What could the page look like?Images?
Buttons?
Call to action?
Size?
Scoll – No scroll?
Colour(s)?
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Case – larp Fashion Ultra Ugly site– All agencies will cry - ”Redesign!” No Money for redesign We gave 6 suggestions for improvements– grouped layout of the product page was
the first one
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Results: 53,7% Uplift on Test Goal “ Add to cart”
Test-page – grouped layout
Page
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Eventually – The Redesign
Page
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De 4 frågor besökare ställer när de kommer till
din sajt
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WII.FM
1. Har jag kommit till rätt ställe?2. Har dom vad jag behöver?3. Kan jag lita på dom?4. OK, ni fick mig - hur kommer jag till avslut?
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BOB - Big. Orange. Button.
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The first law of conversion
”Conversion happens when your and your visitors’ goals meet”
Persuasion Usability
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David Boronat
”Persuadability”
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The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart
Checkout
2011-05-24
Page
Case study
Analysis and improved tracking .in Google Analytics helped us
understand in what conversion step an online retailer had problems
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E-commerce example
Unique visitors
Engaged visitors
Visits with
Purchases
Bounce rate
26,5% 77 007
56 639
3 111
2 357
346
Visits with
Add to cart rate
5,5%
View cart rate
75,7%
Cart Completion rate
11,1%
Cart Abandonment rate
88,9%GA funnel reportConversion rate
0,45%
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GA Funnel
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Relevancy-Can I shop online here?-What do they sell?
The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart
Checkout
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Relevancy
Search, Categorization, Naming
The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart
Checkout
Twitter: @conversionista
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Deduction
Induction
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ka
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Categorization
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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 !
201210-25
Page @Conversionista
Let’s go to the general store
201210-25
Page @Conversionista
Bild på gammaldags handlare
201210-25
Page @Conversionista
How many products above the fold?
201210-25
Page @Conversionista
Our suggestions
1. Shrink header2. Shrink category title3. Get rid of right column
From 3 to 8An increase of 270%
201210-25
Page @Conversionista
Users spend 80% of their time ”Above the fold”
Source: Jakob Nielsen- Useit.com
201210-25
Page @Conversionista
201210-25
Page @Conversionista
201210-25
Page @Conversionista
201210-25
Page @Conversionista
201210-25
Page @Conversionista
201210-25
Page @Conversionista
201210-25
Page @Conversionista
Whichtestwon Filter test
201210-25
Page @Conversionista
Without filter
27% CTR increase
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Relevancy
Search, Categorization, Naming
Layout of Product page
The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart
Checkout
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The Three Ps of a perfect product page Picture Price Putton
http://unbounce.com/conversion-rate-optimization/product-pages-that-convert/
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Page
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Page
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Relevancy
Search, Categorization, Naming
Layout of Product page
Forms, Usability,Trust
The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart
Checkout
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Hyrbil OKQ8
Man måste fylla i personnummer först av allt.
Innan man får se vilka hyrställen o bilar som finns.
Varför då
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Rakt in i personnummers-väggen igen.
Här var det stopp. Tack och adjö! Var är nödbromsen?
Statoil,
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cykloteket
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Bryan Eisenbergs Hierarchy of Conversion
Persusasive
Intuitive
Usable
Accessible
Functional
Page
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What does it cost to fix the forms?
Page
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Ok, why don’t you do it better yourself then?
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Mathem Matkasse-sida
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Matkasse = klar fem i, inte fem över
+ Färdiga recept + nyttig mat
+ spara tid- släpa kassar
= Färdig matkasse
Familjematkassen
Nyttig och hälsosam mat framtagen av Nutritionist
Lättlagad < 30 minuter
Barnvänlig – passar stora och små
690 kr/st
Beställ
Sommarkasse
Specialkasse för sommaren. Nyttig mat. Passar på grillen eller i ugn Fräscha sommarråvaror
690 kr/st
Beställ
Se menyn
När kan vi leverera till dig?
Postnummer Sök
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Matkasse = klar fem i, inte fem över
+ Färdiga recept + nyttig mat
+ spara tid- släpa kassar
= Färdig matkasse
Familjematkassen
Nyttig och hälsosam mat framtagen av Nutritionist
Lättlagad < 30 minuter
Barnvänlig – passar stora och små
690 kr/st
Beställ
Sommarkasse
Specialkasse för sommaren. Nyttig mat. Passar på grillen eller i ugn Fräscha sommarråvaror
690 kr/st
Beställ
Se menyn
Nästa leverans till ditt område i Sollentuna
Välj kasse & hitta leveranstid som passar digOnsdag 13/11
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resu
Page
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Resultat
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Offer for Webinarattendees
Conversion Review
14 400 kr review (Incl Google Analytics)
Now for 9 600 kr
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Relevancy
Search, Categorization, Naming
Layout of Product page
Forms, Usability,Trust
The 4 steps of E-commerce Conversion
Stay on the site
Find products
Add to cart
Checkout
@conversionista
Twitter: @Conversionista
www.conversionista.se