improving conversions through improving e commerce process (2003) marcel
DESCRIPTION
The Internet Show, Santon Convention Center - 2 August 2010TRANSCRIPT
Improving Conversions Through Improving e-Commerce Process
Marcel Wasserman
Index1. What2. Measurement & Analytics3. Reverse Funnel4. How to Improve Conversions in
24 Hours
1.What
“Doubling your conversion rate is easily achievable.”
Decreased Abandonment Rate by 20%
Causes of Shopping Cart Abandonment
2. Measurement & Analytics
How?• Analytics• Conversion
Tracking• Website
Optimizer
Track Entire e-Commerce Process
A/B Testing#1 It’s Free #2 Will NOT affect SEO#3 Deep Support#4 Great Reporting
www.google.com/WebsiteOptimizer
Website Optimizer Case Study“doba.com increased conversions 70% andmember sign-ups 50%”
2. Reverse Funnel
Barry Schwartz on The Paradox of Choice
Reverse Funnel Approach to Decisions
3. How to Improve Conversions in 24 Hours
5 Ways to Increase Conversions in 24 Hours
1. Trust Marks2. Checkout Breadcrumbs3. Anonymous Purchases4. “First Fold” and Page Cleanup5. Manual Usability Tests
Paid SSL Certificates
$79 per month
$369 per month
$54 per month
Paid Security Seals
Security Scan. $500 - $1500 per year
High-end privacy verification. $1,000 to $14,000 per year.
Security Scan. Under $1000 per year
McAfee SECURE Case Study“BilletAnything.com (UniqueAutoDepot.com)
increased conversions 16.49% in a month”:2009 A/B test
Checkout Breadcrumbs
First Fold
[email protected]: Marcel Wasserman
References• Improving Your Checkout Process:
http://www.doubleplus.com/improving-your-checkout-process.html• Forrester: Understanding Shopping Cart Abandonment:
http://www.forrester.com/rb/Research/understanding_shopping_cart_abandonment/q/id/56827/t/2• Barry Schwartz on The paradox of choice:
http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.htmlHis Book, also called “The paradox of choice”:http://www.kalahari.net/books/The-Paradox-of-Choice/632/27853653.aspx
• Don't Make Me Think! A Common Sense Approach to Web Usability - Steve Krug:http://www.amazon.com/Think-Common-Sense-Approach-Usability/dp/0789723107.
• BilletAnything.com case study :http://images.scanalert.com/pdf/MS_CaseStudy_billet-anything_final.pdf
• Google ProductsBrowser Size display tool:http://browsersize.googlelabs.comAnalytics:https://www.google.com/analyticsAdwords:https://adwords.google.com/Website Optimizer:https://www.google.com/WebsiteOptimizerWebsite Optimizer Doba.com case study:http://www.google.com/intl/en/websiteoptimizer/doba.html