what did e tailers learn from retailers-absolutely nothing
DESCRIPTION
Retailing has evolved rapidly over the last 20 years, but many e-commerce sites have failed to translate merchandising and space management techniques to their online stores.This presentation will demonstrate how these offline techniques can be applied to online retailing. Learn how to avoid the typical pitfalls in categorization, navigation and search results presentation that kill many ecommerce sites. How do you put the milk at the back of the online store? Does the most usable site sell the most? Get these answers and more in this compelling presentation - a must for anyone responsible for an online catalog site.TRANSCRIPT
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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
Member and
founder of
TheConversionAlliance.com WebAlliance.se
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People don’t go get the popcorn and
sit down to watch sliders
© The Oatmeal
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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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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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1.Technology
2.Cost
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”Retail is detail” ?!
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Absolutely
Nothing!
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1. Milk
2. Car insurance
3. A Tent
4. Tomatoes
5. Cat litter
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Customers said they:
1. Read the information on the product page
2. Based the decision on features- summary
250 vs 60
bought tent
nr 1 !
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Deduction
Induction
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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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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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1. Recognizing that the list is alphabetically ordered
2. Using the correct word for the category
3. Estimating where in the list your category will appear
(roughly)
4. Going to that place to look for it
Or
1. You can just look around and find it
= Satisficing
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1. Shrink header
2. Shrink category title
3. Get rid of right column
From 3 to 8
An increase of 270%
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Source: Jakob Nielsen- Useit.com
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Without filter
27% CTR increase
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”Don’t let the store get in the
way of your products”
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”Category
leaders”
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”Category
leaders”
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Enter: the Usability people
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Will the most
usable online
store sell the
most?
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David Boronat
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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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”Related products”
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Commitment & Consistency
Universal
Actionnable
Cheap (wallet opener)
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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?
