• 1. Speed It Up, Cut It Down, and Lose Weight Ecommerce Optimization Tips Sean Work - swork@kissmetrics.com October 2013 • 4. We’ll cover... 1 How to Interpret Rules of Thumb 2 Improving User Experience 3 Optimizing Checkout Funnels • 5. How to Interpret Rules of Thumb 1 • 6. The Problem with Rules of Thumb • 7. Focus on... What works for one company may not work for another. • 8. Classic Yellow Amazon Button • 9. Each Site is Unique You need to learn your site and your visitors. • 10. Record Keeping Super Tip: Record and Document Your Findings • 11. Conduct Thorough Tests Reading about website tweaks can give you ideas • 12. User Experience 2 • 13. Slow Website Speed Costs Sales For Amazon, a one second delay costs $1.6 billion annually. ! • 14. Slow Website Speed Costs Sales • 15. Where do you start? • 16. Images Images are integral to ecommerce websites. • 17. Image File Size Your digital camera creates files that are 5MB. Web images should be around 100KB. ! That’s 51 TIMES LARGER • 18. Get The Right Tools • Photoshop • GIMP (free! open source!) • pixlr.com • 19. Using the Right File Types • .jpg - use this • .png - awesome, but be careful • .gif - stay away • 20. No Trade-Offs Needed Don’t sacrifice smaller images in the name of a faster website. • 21. Content Delivery Networks (CDNs) • Pro: Can deliver media faster Con: Can be bad for SEO • • 22. Website Speed Google Developers PageSpeed Insights is a great tool. • 23. GZIP Compression gidnetwork.com/tools/gzip-test.php • 24. Browser Caching Keeps the visitor from having to download the same items repeatedly. • 25. Minifying JavaScript and CSS Probably more helpful for larger and busier sites. • 26. De-Clutter Your Web Design It’s always a good exercise to take a step back and ask: ! “Do we really need this?” • 27. Bloated Pages Too many options leads to slow page speed and a paralyzed visitor. • 28. Too Many Choices - No Choice at All? 6 Flavors 24 Flavors http://blog.kissmetrics.com/toomany-choices/ • 29. Advanced • Upgrade to better and faster • • hosting. Consider a search engine Load balancing and more servers • 30. Avoid Advertisements Advertisements degrade UX and can slow website. • 31. Make Search Prominent A prominent search box, as well as good search engine are critical. • 32. How Popular / Effective is My Site Search Feature? • 33. Checkout Funnels 3 • 34. Where to start? • 35. Don’t Give Customers Too Many Ways To Escape • 36. Seriously Consider Removing Registration • 37. Consolidate Checkout Pages if Possible UGH! 1 2 3 4 That was easy! 1 2 3 5 • 38. KISSmetrics Conversion Funnels: Perfect for This Job ! • 39. Use a Progress Bar • 40. TETRIS! • 41. Don’t Hide Charges! • 42. Show Delivery Timescales and Charges 43. Other Important Factors During Checkout.