optimising conversion in a global e-commerce economy
TRANSCRIPT
@adw365
OPTIMISING
CONVERSION
IN A GLOBAL
ECOMMERCE
ECONOMY
@adw365
SHOPPING
ISN’T
SOMEWHE
RE YOU
GO
@adw365
SHOPPING
IS
SOMETHIN
G YOU
DO
@adw365
CONSUMERS
INCREASINGLY
WANT TO BE ABLE
TO SHOP ANYTIME
ON ANY DEVICE
USING APPS OR
MOBILE WEB
@adw365
I’M ON MY LUNCH
BREAK AND WANT TO
CHECK QUICKLY
I’M SITTING
RELAXING ON THE
SOFA BROWSING
THE INTERNET
I’M IN-STORE
COMPARING
PRICES, READING
REVIEWS
I’M SHOPPING FOR…
Smart
phones
TabletsDesktops
@adw365
WHILE THE INITIAL EXPERIENCE MIGHT START ON A DESKTOP COMPUTER, A
SHOPPER WILL CHECK ON PRICES, LOCATION OR REVIEWS THROUGHOUT THE
DAY ON THEIR MOBILE PHONE, AND THEN FINISH THE TRANSACTION IN-STORE
OR ARRANGE FOR DELIVERY IN FRONT OF THE TELEVISION ON A TABLET.
MULTI-DEVICE
SHOPPINGDesktops
@adw365
OPTIMISIN
G
CONVERS
ION
@adw365
WITH EVER
ADVANCING
TECHNOLOGY AND
COMPETITION ON THE
INTERNET IT IS
IMPORTANT TO KEEP
YOUR E-COMMERCE
PLATFORM UP TO
DATE.
@adw365
SO LET’S
LOOK AT
OPTIMISING
YOUR CALL-
TO-ACTION
@adw365
WEBSITE
OPTIMISATION
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / LANDING
PAGE MANAGE WHAT
YOUR
CUSTOMERS SEE
FIRST
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION /
RESPONSIVE
MAKE SURE THE
SITE WORKS ON ALL
BROWSERS AND
DEVICES
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION /
RESPONSIVE
THE URGE OR NEED TO SHOP
ONLINE COULD STRIKE AT ANY
MOMENT. HAVING A
ECOMMERCE SITE THAT WORKS
ON ALL BROWSERS AND
DEVICES IS YOUR BEST
DEFENCE AGAINST LOSING A
SALE FROM OTHERWISE READY,
WILLING AND ABLE SHOPPERS
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION /
SEARCH
HAVE A CLEAR
SEARCH FIELD AT
THE TOP OF YOUR
SITESEARCH SEARCH SEARCH
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / VALUE PROPOSITIONS
DISPLAY ANY SPECIALS,
PROMOTIONS OR FREE
SHIPPING OPTIONS
50%OFF
50%OFF 50%
OFF
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / STORE FINDER
A STORE
FINDER
IF NECESSARY
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT
PAGES
PRODUCT
PAGES
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT
PAGES YOU NEED CLEAR
INFORMATION ON
EACH PAGE, ALONG
WITH RELEVANT
TOOLS, GUIDES AND
MEDIA TO PUSH
PEOPLE TO BUY THE
PRODUCTS.
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT
PAGES
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT
PAGES
• CLEAR CALL-TO-ACTIONS
• CUSTOMER REVIEWS AND RATINGS FOR EACH E-COMMERCE PRODUCT
• PROVIDE PRODUCT IMAGES WITH ZOOM-IN FUNCTIONALITY
• ITEM INFORMATION AND SPECS
• A FIELD TO CHANGE PURCHASE QUANTITIES
• INCLUDE AN OPTIMISED PRODUCT TITLE
• AN ADD-TO-CART BUTTON ON EACH PRODUCT PAGE
• PRICING INFORMATION WITH POTENTIAL SALES OR DISCOUNTS
• THE AVAILABILITY OF EACH PRODUCT TO SHOW SCARCITY AND PUSH
PEOPLE TO BUY.
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT
PAGES
• SHIPPING AND TAX CALCULATIONS ON THE PRODUCT PAGES
• AVAILABLE SIZES AND A SIZING GUIDE IF NEEDED
• AN ADD TO WISH LIST BUTTON ON EACH PRODUCT PAGE
• DEALS FOR PEOPLE WHO PURCHASE MULTIPLE RELATED ITEMS
TOGETHER
• USE PROFESSIONAL-GRADE PICTURES, VIDEOS AND REVIEWS
• A BANNER THAT STATES IF A PRODUCT IS SOLD OUT *ADD TO WISHLIST
• MAKE SURE THE PRODUCT PAGES LOAD UP JUST AS FAST AS YOUR
HOMEPAGE
• EXPLAIN UNIQUE FEATURES AND WHAT MAKES YOUR PRODUCT STAND
OUT FROM COMPETITORS
• INCLUDE KEYWORDS ON EACH E-COMMERCE PRODUCT PAGE TO
IMPROVE SEARCH ENGINE RANKINGS
• MINIMISE CLUTTER SO THE PURCHASE PROCESS DOESN’T LOOK
INTIMIDATING
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / CHECKOUT
CHECKOUT,
SHOPPING CART
AND WISH LIST
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / CHECKOUT
THIS IS THE BREAD AND
BUTTER OF YOUR E-
COMMERCE SITE, SO USE
THE SHOPPING CART AND
CUSTOMER CHECKOUT
AREA TO REALLY SHINE
BY PUSHING PRODUCTS
AND WALKING
CUSTOMERS THROUGH
THE PROCESS QUICKLY.
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / CHECKOUT
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / CHECKOUT
• DON’T MAKE THE PERSON CREATE AN ACCOUNT UNTIL AFTER PLACING
ORDER
• OFFER GUEST CHECK-OUT (25% LOSS)
• ACCEPT ALL PAYMENT METHODS
• OFFER LOW SHIPPING COSTS - BEST IS FREE SHIPPING
• MAKE THE CHECKOUT VISUAL WITH FUN IMAGES
• ADD CHECKOUT BUTTONS ON THE TOP AND BOTTOM OF YOUR PAGES
• MAKE SURE THE SECURITY AND PAYMENT SEALS ARE MOST
PROMINENT DURING CHECKOUT
• ASK PEOPLE TO CONTINUE SHOPPING AFTER MAKING A PURCHASE
• ALLOW PEOPLE TO SAVE THEIR CART TO A WISH LIST FOR LATER
• SUGGEST WISH LIST ITEMS TO UP-SELL DURING CHECKOUT
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / CHECKOUT
• REFRAIN FROM ASKING FOR A SURVEY RESPONSE AFTER CHECKOUT
• TRY FREE SHIPPING WHEN THEY SPEND A CERTAIN AMOUNT
• OFFER MULTIPLE SHIPPING METHODS
• INCLUDE AN AREA TO PUNCH IN PROMO CODES
• SHOW PEOPLE HOW MUCH THEY SAVED DURING CHECKOUT
• SHOW THE APPROXIMATE SHIPPING DATE AND TIME
• IF SELLING DIGITAL DOWNLOADS, EXPLAIN HOW THEY RECEIVE THE
PRODUCT
• BE OPEN ABOUT WHAT YOU USE THEIR PERSONAL INFORMATION FOR
• OFFER A SAMPLE IF THEY ARE HESITANT ABOUT BUYING
• IF YOU SELL HIGH PRICED ITEMS, OFFER FINANCING OPTIONS LIKE
PAYMENT INSTALMENTS
• TEST THE CHECKOUT PROCESS TO SEE IF IT WORKS!
@adw365
AFTER THE SALE
@adw365
• A RECEIPT WITH THE PRICE
• A PICTURE OF THE ITEM
• INCLUDE LINKS TO THE PRODUCT, SITE, SUPPORT AND
RELATED PRODUCT SUGGESTIONS.
• ASK FOR A REVIEW
• OFFER A DISCOUNT CODE IF THEY HAVEN’T ORDERED AGAIN
AFTER A FEW MONTHS
• SEND A PROMOTION FOR ABANDONED CARTS
• THANK THEM FOR THEIR PURCHASE
• SHOW WHERE THE PRODUCT WAS SENT TO
• HAVE AN OPTION TO CANCEL THE ORDER
• A LINK TO TRACK SHIPPING
• THE ORDER NUMBER AND A LINK TO RETURN INSTRUCTIONS
AFTER THE SALE
@adw365
CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT PAGE TESTS
SIMPLE ECOMMERCE
PRODUCT PAGE
TESTS
0
25
50
75
100
125
April May June July
0
25
50
75
100
125
April May June July
0
25
50
75
100
125
April May June July
@adw365
CASE STUDY #1
SOCIAL PROOF DILEMMA
@adw365
SOCIAL PROOF HELPS
TO IMPROVE
CONVERSIONS. THIS IS
WHY MANY OF YOU
HAVE SOCIAL SHARING
BUTTONS ON YOUR
PRODUCT PAGES.
RIGHT?
CASE STUDY #1 / SOCIAL PROOF DILEMMA
“IF SO MANY PEOPLE ARE DOING IT, IT MUST BE RIGHT,” YOU THINK.
@adw365
CASE STUDY #1 / SOCIAL PROOF DILEMMA
• THEY COMPETE WITH THE MAIN
CONVERSION GOAL OF THE PAGE (I.E.,
ADDING ITEMS TO CART) AND DISTRACT
VISITORS FROM IT.
• UNLESS IT’S SOMETHING EXCEPTIONALLY
COOL OR EXCLUSIVE, NOT MANY PEOPLE
LIKE SHARING A PRODUCT.
• THEY SOMETIMES INCREASE YOUR PAGE
LOAD TIMES. FACEBOOK “LIKE” BUTTON
WAS ADDING 1.3 SECONDS TO PAGE LOAD
TIME. (TO SUPPORT THIS WITH SOME
DATA, EVERY SECOND OF DELAY IN PAGE
LOAD TIME CAN REDUCE CONVERSION BY
7%.)
@adw365
CASE STUDY #2
PRODUCT PAGE TEST
@adw365
WHICH MATTERS
MORE
PRICE OR
AUTHENTICITY?
CASE STUDY #2 / PRICE OR AUTHENTICITY
@adw365
CURIOUS TO KNOW WHICH VERSION WON?
CASE STUDY #2 / PRICE OR AUTHENTICITY
@adw365
CASE STUDY #2 / PRICE OR AUTHENTICITY
THE VERSION
WITH THE
AUTHENTICITY
BADGE
INCREASED
ONLINE SALES
BY 107%
@adw365
CASE STUDY #2 / PRICE OR AUTHENTICITY
• A SUCCESSFUL TESTING MINDSET GOES BEYOND
CELEBRATING THE HIGHS AND LOWS OF TEST
OUTCOMES. CREATE TESTS THAT GIVE YOU A
CLEAR CUSTOMER LESSON. THEY WILL GIVE YOU
THE MOST IMPACTFUL KEYS TO UNLOCK THE
SUCCESS OF YOUR OVERALL MARKETING
MESSAGING.
• IF YOUR WEBSITE DEALS WITH BRANDED
PRODUCTS, DON’T SHY AWAY FROM STEALING
THIS TEST IDEA.
TAKEAWAY
PRICE VS. AUTHENTICITY / GIVE IT A SHOT!
@adw365
@adw365
MOBILE
AND APPS
@adw365
NOTHING GETS
YOU CLOSER TO
YOUR
CONSUMERS
THAN MOBILE
@adw365
PEOPLE
LITERALLY TAKE
THEIR MOBILE
PHONES WITH
THEM
EVERYWHERE
@adw365
WHERE ARE
PEOPLE USING
MOBILE DEVICES?
HOME
93%
WORK
62%
THE
LOO
39%
Source: The myth of Mobile Context
SHOPPI
NG
69%
@adw365
COMMON
MYTHS ABOUT
MOBILE
CONTEXT
Source: Seven Deadly Mobile Myths
@adw365
MOBILE
USERS
ARE
RUSHED
AND
DISTRACTED
MYTH 1
@adw365
DO THEY LOOK RUSHED?
Source: Seven Deadly Mobile Myths
@adw365
MOBILE IS
LESS
MYTH 2
@adw365
–Brad Frost
“If you click a link or type a
URL, you should get the
content you requested”
@adw365 Source: WTF Mobile Web
@adw365
/ Luke Wroblewski
“if there’s one thing I’ve learned in
observing people on their mobile
devices, it’s that they’ll do
anything on mobile if they have
the need”
Source: Mobile Context Revisited
@adw365
MOBILE IS
ALL ABOUT
APPS
MYTH 2
@adw365
TO APP
OR NOT
TO APP?
@adw365
700 000 APP DOWNLOADS
944 000 MOBILE VISITS
