optimizing your e-commerce site: what not to do and why

Copyright © 2012, SiteTuners - All Rights Reserved.

Optimizing E-commerce Sites:What Not to Do and Why

WEBINAR

August 14, 2013

Ecommerce: The Good, the Bad, and the Ugly

Luke R. DiazCustomer Account ExecutiveCustomer Success

Copyright © 2013, Optimizely, Inc. – All Rights Reserved.


“UGLY & BAD” DESIGN

1. Burning hours on the “perfect” design2. Moving something familiar3. Homepage guesswork

“UGLY & BAD” TESTING

4. Obsessing over your homepage hero (and not tracking Purchase Conversion)

5. Not all stages of the funnel are measured6. Purchase CTA removed

1. Burning hours on the “perfect” design

2. Moving something familiar

BEFORE

AFTER

Result: -92.3% drop in clicks!

3. Homepage guesswork

Problems: - I am not a girl - I don’t live in Sacramento (or nearby) - I don’t wear pink silicon watches

1. Obsessing over your homepage hero

(and not tracking Purchase Conversion downstream)

1. Obsessing over your homepage hero

Time spent on hero:

2 weeks 50+ man hours

Time spent tracking conversion:

None

2. Not tracking all stages in the funnel

Homepage CTR

Search Product page Add to cart Share tools☐ Conversion !

Added a share tools widget

3. Purchase CTA removed

3rd party hosted image Disappeared!



1. Burning hours on the “perfect” design2. Moving something familiar3. Homepage guesswork


4. Obsessing over your homepage hero (and not tracking Purchase Conversion)

5. Not all stages of the funnel are measured6. Purchase CTA removed


• Landing page reviews & best-practices website redesigns

• Landing page test plans

• Strategic mentoring and training

• More than 1200 clients since 2002

About SiteTuners

Ecommerce Best Practices


1. Beating The Big Drum

2. Using Technological Gimmicks

3. Unclear Call-to-action

4. Lack of Trust

5. Too Many Choices

6. Visual Distractions

7. Having Multiple Personalities

“Ugly & Bad” Things To Avoid

Beating The Big Drum

1

Men

TITLE PAGE I.D.

Home Page 1

DATE VERSION

4/09/10 V.1

Copyright 2010, Ed HardyFooter Menu (TBD)

No. ELEMENT TYPE DESCRIPTION

1

2

3

4

5

6

7

8

9

10

11

12

NOTE

Home | Men | Women | Kids | New Arrivals | VIP Club

Image

LOGOEdHardyShop.com

New Arrivals

The Official Store

Home

1-800-ED-HARDY

Policies | Track Order | Store Locator | Cart

Women

Kids

SEARCH

New Arrivals

VIP Club

Email

FREE NEWSLETTERExclusive Offers

Sign Up

Image

Men

About

The Official Ed Hardy Store

Image Image Image

Image

Women

Image

Kids

you are here: home

Using Technological Gimmicks

2


3Unclear Call-to-

action


Before


After


Before


After

Lack of Trust

4

5Too Many Choices

146 clickable links!

Visual Distractions

6

Having Multiple Personalities

7


1. Beating The Big Drum

2. Using Technological Gimmicks

3. Unclear Call-to-action

4. Lack of Trust

5. Too Many Choices

6. Visual Distractions

7. Having Multiple Personalities

Summary


Take off the Rose Colored Glasses


Get to work

A/B Testing Book

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A/B Testing: The Most Powerful Way to Turn Clicks into Customers

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Mobile conversions Optimizing video CRO case studies Psychology & design

Landing page best practices Behavior-based personalization UsabilityAnd much more!

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Express Review - Special Offer - $100-off

• 45 or 90-min interactive review of landing page or website

• Video transcript recorded via GoToMeeting

• Includes AttentionWizard “attention heatmap” of page

http://Express-Review.com – Starting at only $699

First 5 reviews will be discounted by $100

(mention “UGLY WEBINAR” after you buy by August 23)

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Q&A and Contact Info

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