Keynote at Conversion Jam Stockholm 2016

1. E-COMMERCE
& HAPPINESS

2. Bonjour !
Jag är Thomas.
Credit : Nils T., 10y.

3. 2003 - 2013
10 years of e-commerce

4. Life Leap
2013 - 2014

5. Let’s combine !
2015 - …

6. Happy ???
Professionals Users

7. A B

8. Users

9. Are you visiting regularly
e-commerce websites ?

10. How is it ? (beyond practical)

11. How is it ? (beyond practical)
Fantastic !

12. Clones
How is it ? (beyond practical)

13. Clones Fantastic
How is it ? (beyond practical)

17. Professionals

18. Have you experienced an
e-commerce project ?

19. How was it ? (truth…)

20. a real bliss !
How was it ? (truth…)

21. How was it ? (truth…)
or more like that…

22. Deceiving Bliss
How was it ? (truth…)

23. Professionals Users
Exhausting
and
Frustrating
Practical
but
Boring

24. MONEY
HAPPYHighLow
Low
High
WE ARE
HERE

25. MONEY
HAPPYHighLow
Low
High
WE ARE
HERE
LET’S GO
THERE !

27. ARE YOU
HAPPY?
NO
YES
YES
NODO YOU WANT
TO BE HAPPY?
KEEP DOING
WHATEVER YOU
ARE DOING.
CHANGE
SOMETHING

28. WE ARE
HERE
Why are we there ?
#WrongFocus
Organisation, Technology, Roadmap…
#Fear
Failure, Change, Blindness…

29. P
PP
PEOPLE
PRODUCT
PROGRESS

30. P
PP
PEOPLE
PRODUCT
PROGRESS

31. P
PP
PEOPLE
PRODUCT
PROGRESS

32. MONEY
HAPPYHighLow
Low
High
WE ARE
HERE
LET’S GO
THERE !

34. 1 story + 3 case studies

36. 3x more
With joy !
1/2 time
1/2 budget

37. P
PP
PEOPLE
PRODUCT
PROGRESS

38. A / B T E ST I N G O N M O B I L E & D E S K T O P W E B S I T E S
Details matter

39. A / B T E ST 0 1
Mobile redirect

40. 41
40%
of visits on mobile

41. 3/4
on m.ellos.se
1/4
on www.ellos.se

42. What would happen if
we redirect all mobile
trafic to the desktop
website ?

43. Lets test it !
Sweden
25% of trafic
4 weeks
350 000 visitors +21%

44. Desktop quick wins
A / B T E ST 0 2

45. remove the bottom bar
display ratings differently
don’t have big products in the list
open products in a layer
highlight colors and reviews
change the navigation layer
…
What would happen if we _____?

46. Lets test it !
Sweden
25% of trafic
5 weeks
10 variations

47. Control version
Winning version
✓ Centered search with clearer auto-suggest
✓ Skönhet before Electronic
✓ Clearer new customer offer in the hello bar

48. Control
✓ Display ratings in apricot
✓ Hide empty ratings
✓ Launch slideshow immediately
on hover on products
Winning

49. Winning version
✓ Bottom bar removed
✓ Min önskelista in the top bar

50. Winning version
✓ Pre-select the size when there is only one size

51. Winning version
✓ New top in PDP (color selection, change visual on hover vs on clic, top infos layout,
higher cross-sell)

52. Winning version
✓ 5 reviews displayed directly (vs behind the tab) + Reduce height of each review

53. Winning version
✓ New layout of the navigation layers
Control

54. Lets test it !
Sweden
25% of trafic
5 weeks
10 variations
4 winning
+13%

55. P
PP
PEOPLE
PRODUCT
PROGRESS

57. THE PITCH
Can you increase our
conversion rate ?
#Higher prices online than in retail
#No IT impacts
#No new services
#No new features
But…
‘‘
’’
+29%

58. HOME
HEADER
/
FOOTER
CATEGORY
PRODUCT
DETAIL
PRODUCTS
LIST

64. ONE UNIVERSE = 1 SEX X 1 SPORT
X 1 SEASON
65% Men 5 Categories 2 Seasons

75. Site A Site B
vs

76. +29%
Turnover

77. Step 2 : Responsive

78. P
PP
PEOPLE
PRODUCT
PROGRESS

79. MONEY
HAPPYHighLow
Low
High
WE ARE
HERE
LET’S GO
THERE !

80. Golden Rule #13 GOLDEN RULES

82. MONEY
FOLLOWS
JOY

84. Thomas Tonder
+358 451 522 282
ttonder@gmail.com