Improve your E-commerce conversion rate by improving each of the 4 basic conversion steps.

1. Stay on the site
Find products
Add to cart
Checkout
Better conversion for E-
commerce sites in 4 steps

2. What did E-tailers
learn from Retailers?

3. Paco Doesn’t know
3

4. Web Agencies don’t know
WWW
4

5. Damned if you do - damned if you don’t
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)
5

6. What if you built a Selver store the
same way you build E-commerce sites?
• 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!
6

7. Shopping list for e-commerce
1.Technology
2.Cost
7

8. Strategy vs. tactics
”Retail is detail” ?!
8

9. Lock up the mail order guys and
throw away the key
9

10. So what have we learnt?
Absolutely
Nothing!
10

11. The BIG question
What now?!
1,7%
11

12. Case - Larp Fashion
• Butt ugly site– All agencies would have cried out: ”Redesign!”
• No money for redesign
• We gave 6 proposals for improvements WITHIN the existing design
12

13. Test variation - Grouped lauyout
• Results: 53,7% Uplift on Test goal ”Add to cart”
13

14. One year later – Redesign!
w Results: No difference on Conversion rate
14

15. E-commerce example
Unique visitors
Engaged visitors
Visits with
”View cart”
Purchases
Bounce rate
26,5% 77 007
56 639
3 111
2 357
346
Visits with ”Add to cart”
Add to cart rate
5,5%
View cart rate
75,7%
Cart Completion rate
11,1%
Cart
Abandonment
rate
88,9%
GA funnel report
Conversion rate
0,45%
15

16. GA Funnel
16

17. Stay on the site
Find products
Add to cart
Checkout
Better conversion for E-
commerce sites in 4 steps

18. Step 1 - Stay on the site
Relevancy
-Can I shop online here?
-What do they sell?

19. 19

20. Let’s go to the general store

21. Bild på gammaldags handlare
21

22. How many products above the fold?
22

23. Our suggestions
1. Shrink header
2. Shrink category title
3. Get rid of right column
From 3 to 8
An increase of 270%
23

24. Users spend 80% of their time
”Above the fold”
Source: Jakob Nielsen- Useit.com
24

25. 25

26. 26

27. 27

28. 28

29. 29

30. 30

31. Whichtestwon Filter test
31

32. Without filter
27% CTR increase
32

33. 33

34. Key takeaway
”Don’t let the store get in the
way of your products”
34

35. Step 2 - Find Products
Findablity
-Search/Navigation
-Categorization
-Naming
-Order
-

36. 36

37. 37

38. 38

39. Deduction
Induction
39

40. How do you
communicate
a category?
”Category
leaders”
40

41. Here’s a Swedish Experiment
41

42. 42

43. Searchers are converters
• 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
43

44. Menu navigation is not
always the best, and should
not be the only, way to find
products

45. That was Seach
&Navigation
Now to Categorization
and Naming

46. Inside-out categorization
46

47. Ping-pong?
Table Tennis?
47

48. ka
48

49. 49

50. Another popular categorization
50

51. 51

52. Top 10 german e-commerce sites
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)
52

53. Cognitive tasks involved
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
53

54. Where alphabetical
categorization makes sense
54

55. That was Categorization
and Naming
Now to Order

56. The Milk
56

57. 57

58. REI – tents
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 !
58

59. What do we learn from this?
Where you put things
(order)
Has a great impact on
conversion

60. Step 3 - Add to cart
Product Page
layout and content

61. The Three Ps of a perfect product page
• Picture
• Price
• Putton
http://unbounce.com/conversion-rate-optimization/product-pages-that-convert/
61

62. 62

63. 63

64. 64

65. 65

66. Cat litter
66

67. 67

68. 68

69. 69

70. 70

71. 71

72. You have to understand
”points of influence”
and
”direction of influence”

73. 73

74. 74

75. 75

76. 76

77. 77

78. Retailing has
gone from
”Advertising”
To
”In-store
marketing”
E-tailing is still
stuck at
”Advertising”

79. People can be influenced
BUT
They’re not looking for the same
things before and after they’ve
added something to the cart

80. Pre Add
Post Add
Cart
Conversion Rate
Theory
The
80

81. P A P A C C R TCA T CR A P P
81

82. Let’s look at a
Rather successful
Swedish E-commerce site

83. 83

84. 84

85. 85

86. I’m still staring at the Cat litter
86

87. Conclusion
• 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”
87

88. 88

89. 89

90. 90

91. • 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
•
91

92. Because……
92

93. At the same time in a web
shop near you this happens:
”Related products”
93

94. 94

95. Is this what you want?
95

96. Step 4 - Checkout
Form Usabillity
Trust

97. cykloteket
97

98. Rental car OKQ8
Enter drivers
licence nr BEFORE
your can see any
cars.
Why?
98

99. Statoil
99

100. 100

101. Bryan Eisenberg’s Hierarchy of Conversion
Persusasive
Intuitive
Usable
Accessible
Functional
101

102. 102
What’s the potential?
40%
dropoff!!

103. How much to fix the forms?
103

104. Stay on the site
Find products
Add to cart
Checkout
Better conversion for E-
commerce sites in 4 steps

105. Bonus Slides
Let’s go to Mörby Centrum

106. 106

107. 107

108. Hemköp Mörby Centrum
108

109. The Tomatoes and the Milk
Enter: the Usability people
109

110. Challenge
Will the most
usable online store
sell the most?
110

111. The answer?!
”Persuadability”
David Boronat
111

112. Some other
retail concepts

113. The wallet
opener
113

114. The
bumper
114

115. 115

116. 116

117. Wallet openers and Bumpers
Commitment & Consistency
• Universal
• Actionnable
• Cheap (wallet opener)
117

118. www.conversionjam.se

119. @conversionista
www.conversionista.se
john@conversionista.se