1. Josh Levine
Co-founder, CXO – Alexander Interactive (Ai)
January 2015 – Surf Expo, Orlando FL
20 tips to improve
sales on your
ecommerce site

2. Hi, I’m Josh
Co-founder, CXO
Ecommerce Design, Strategy
& Development Agency
Founded 2002, Independent
Transactional expertise
Manhattan based
40 hands-on employees
IMA Top 10 Agency of Year
(My Bob Ross phase)
www.alexanderinteractive.com
@neatpace @aiaio

3. What do we
mean when we
say “increase
sales”?

4. Conversion Rate
Customer Lifetime Value
Average Order Value
Customer Satisfaction
New Customers
Repeat Customers
It's more than the “Buy Now” button
Registrations
Email Sign Ups
Return Rate
Time on Site
Pages Per Visit
Clicks to Buy

5. Share practical tips on how
to move the needle across
multiple metrics—without
having to overhaul your site.
TODAY’S GOAL

6. What does it
mean to be
usable?

7. “It’s about whether a product or
service does what the user wants
—and expects—it to do. And that’s
what makes people want—or not
want—what you have to sell.”
ERIC REISS
From his book, Usable Usability
Source: http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to

8. On the Web, usability is a
necessary for survival.
If a site is difficult to use,
people leave.
WHY SHOULD YOU CARE?
Source: Jakob Nielsen's Alertbox - Usability 101

9. Source: Jakob Nielsen's Alertbox - Usability 101
Efficiency
Once users have learned
the design, how quickly can
they perform tasks?
Learnability
How easy is it for users
to accomplish basic
tasks the first time they
encounter the design?
Memorability
When users return after
a period of not using it,
how easily can they
reestablish proficiency?
Errors
How many errors do users
make, how severe are these
errors, and how easily can
they recover from the errors?
Satisfaction
How pleasant is it
to use the design
or service?
Ease of use is defined by:

10. Find what I want quickly—or discover new
products that fit my needs.
To make an educated decision on which
product is right for me.
Feel confident in my decision to buy from
you over a competitor.
Proceed through the buying process
securely and efficiently.
Make it easy for me to:
THE CUSTOMER’S PERSPECTIVE

11. Let’s do this

12. Help me find what I want
quickly—or discover new
products that fit my needs.
SEARCH & BROWSE
Source: http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to

13. Provide shoppers with
multiple ways to find
products by grouping
based on user needs,
seasons, or trends.
01

14. Group products by activity
shop.gopro.com

15. Group products by collections or trends
roxy.com

16. Group products by season or lifestyle
Burton.com

17. Or showcase alongside complementary
products to inspire (e.g., outfit) roxy.com

18. roxy.com
Or showcase alongside complementary
products to inspire (e.g., outfit)

19. Ensure no dead-ends.
Maintain shopper
momentum and avoid
leaving sales on the table.
02

20. Recommend other categories and similar items in relevant
areas (also inspires exploration) link.com
1
2
Product page often serves as an entry point
into the browsing process

21. Recommend other categories and similar items in relevant
areas (also inspires exploration) link.com
2
3
4

22. Recommend other categories and similar items in relevant
areas (also inspires exploration) link.com
5
zappos.com

23. Provide alternatives if there are no matches
rei.com

24. Bummer

25. Bummer
Bummer
x 2

26. Or if an item is out of stock
ozscopes.com.au
For Sure!

27. Cross-reference other relevant sections within browsing

28. Add a What’s New
category or filter to
inspire exploration and
support return visitors.
03

29. Just a select few of my many Sanuks…

30. So this is where folks like me roll.
sanuk.com

31. Speed up search and
improve quality of
results by incorporating
autocomplete and
direct links.
04

32. 6x
Customers who land on
an autocomplete page
suggestion are 6x more
likely to convert than
those who don’t.
Source: KISSmetrics

33. Guide or inspire by finishing thoughts
swell.comtoysrus.com

34. Help me make an educated
decision on which product
is right for me.
PRODUCT PAGE
Source:

35. Create impactful product
photography by capturing
details, adding context,
and showing them in use.
05

36. Providing details is a necessity, not a luxury
zappos.com

37. Which site better captures the essence and fit of this hat?
gravitee.com zappos.com

38. For Sure!
Oh,
zappos.com

39. Providing details is a necessity, not a luxury
shirtsmyway.com

40. Show in context to communicate scale
melissaanddoug.com

41. Use video to show
product in use, for
instructional purposes,
or to showcase
features and benefits.
06

42. Using video demos of items on product pages
increased sales between 6% and 30%.
144% more likely to purchase after seeing a
product video than those who did not.
Source: Internet Retailer
Conversion rate increased by 400%, while
return rates dropped from 12% to 9%.

43. patagonia.com
How to video “Replacing Your Battery” Showcase product features and benefits
autozone.com

44. Leverage existing brand videos or commercials
almondsurfboards.com

45. Write product descriptions
that communicate value,
tell a story, and engage
emotion.
07

46. crutchfield.com

47. Leverage social proof
and user-generated
content to help sell
your products.
08

48. 90%
of customers say buying
decisions are influenced
by online reviews
Source: iPerceptions, 2011
63%
of customers are more
likely to make a purchase
from a site which has
user reviews.
Source: Zendesk Survey

49. tktk - can create a dedicated collection
link.comcardinalcase.com

50. tktk - can create a dedicated collection
link.comcardinalcase.com

51. tktk - can create a dedicated collection
link.com

53. Guide customers by
providing clear and
prominent call-to-actions.
09

54. Show various angles
link.com

55. Show various angles
link.com

56. Show various angles
link.com

57. 10
After an item has
been added to cart,
recommend additional
products that add real
value for customers.

58. +
+
+

59. CREDIBILITY & TRUST
I want to feel confident and
secure in my decision to buy
from you over a competitor.
Source:

60. 3224
3068
2220
1882
Offers excellent
customer service
Offers the
best price
Has a relatable
brand
Is financially
stable
1.
2.
3.
4.
Customer Service impacts sales
Source: Zendesk Survey – 2013 (1046 participants)
Participants were asked to rank the following factors in the order in which they
impact the level of trust they have in the companies they buy from.

61. 95%
share bad customer
service experiences
with others
87%
share good customer
service experiences
with others
Source: Zendesk Survey – 2013 (1046 participants)
And trust impacts sales revenue

62. Differentiate and instill
confidence through
accessible customer
service.
11

63. of online shoppers want
an online customer
service chat or IM feature
Source: Youstice
45%

64. Show various angles
link.com

65. Show various angles
link.comcrutchfield.com

66. Make sure your unique
value proposition is
visible from every page.
12

67. Value elements should be visible from every page
crutchfield.com

68. Reinforce security and value at sensitive areas
rei.com

69. Clearly display shipping
costs and your return
policy. Don’t leave
them guessing.
13

70. Etsy recently ran a test, hiding shipping
costs from product pages.
The sellers reacted:
“I want to be open, and upfront about
shipping costs with my customers. I don't
want anything hidden prior to adding to
shopping cart. Buyers have a right to know
shipping costs prior to purchasing or prior
to going through the purchase process!”
This Seller
Gets It
Source: EcommerceBytes.com

71. of online shoppers said
that being “presented
with unexpected costs”
was top reason for cart
abandonment
Source: woorank
56%

72. Foster credibility and
trust by including
company testimonials,
publishing reviews, and
sharing total fans on
social media.
14

73. CHECKOUT PROCESS
Make it easy for me to proceed
through the purchase process—
and give you my money.
Source: http://fc06.deviantart.net/fs71/i/2012/248/b/f/skate_on__sanfrancisco_by_meganwawesome-d5dpn5r.jpg

74. 68%
of online shopping carts are abandoned
Source: Baymard Institute, 2014

75. Do not force customers
to register.
15

76. Remove initial barriers (e.g., email) for guest checkout
rayban.com
Gnarly
Sketchy
Bro

77. Tight

78. And ideally, remove the initial step entirely
threadless.com
Hella Tight

79. Minimize distractions
by removing navigation
and only asking for bare
minimum of information.
16

80. Keep them focused on task by enclosing checkout

81. 17
Provide a variety of
payment methods and
allow customers to pay
how they feel most
comfortable (e.g., PayPal).

82. Ensure form usability by
applying fundamentals
of visual hierarchy.
18

83. Saks Fifth Avenue Mobile Checkout – Before

84. Saks Fifth Avenue Mobile Checkout – After

85. Make it easy for customers to process information,
especially at tipping point pages

86. WHAT IS UP YOU
DOG YOU
POST PURCHASE
Remove the need for me to shop
around next time by maintaining a
valued relationship with me.

87. +
My typically morning at home

88. Yesterday, at Orlando airport

89. Surprise, delight, and
make an impression with
a small gesture included
in delivery.
19

92. Includes a free chocolate samples with every order.
link.com

93. Includes a free chocolate samples with every order.
link.com
of their first time customers ordered again
at least once within the next 12 months
32%

94. Show you care by
sending a follow-up
email asking about their
purchase experience.
20

95. Test test test. And if you
don’t know how, learn!
21
Bonus Tip

96. Tools and resources for testing usability
Tools
FiveSecondTest
Ethnio
UserTesting
UsabilityTools
WhatUsersDo
IntuitionHQ
more here
Resources
Testing ideas for E-commerce and retail sites
Optiverse
Starting Your User Research
Jared Spool
A Comprehensive Review and Matrix of 14
Usability Testing Tools
Useful Usability
10 Things I Learned From Taking 100
Usability Tests
KISSMetrics

97. But at end of day,
what truly matters most…

98. http://youtu.be/HgQPyU3J0P0
is that this is a pig on a surfboard

99. Thank you
Josh Levine
Co-founder, CXO
Alexander Interactive (Ai)
www.alexanderinteractive.com
jl@alexanderinteractive.com
@neatpace @aiaio
Download this deck and view others at:
www.slideshare.net/joshpacelevine