IRWD 2013 - The Anatomy of a Purchase

2. About SiteTuners • Conversion-focused website blueprints (tactical or strategic) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1200 clients worldwide since 2002 Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

3. SiteTuners E-commerce Background SiteTuners has successfully improved over 200 e-commerce catalogs. SiteTuners principals have keynoted & presented at dozens of e-commerce events worldwide. Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

12. Takeaways You are not like your visitors… • You know too much - have a framework to fill in the gaps • You are too patient - willing to put up with major issues • You care – others are not invested at all Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

20. Takeaways • Your site does not exist in a vacuum • The search does not start on your site • Make sure key categories are visually discoverable • Don’t use banners with motion – they are evil • Carousels are useless and not discoverable • Don’t rely exclusively on text nav-bar labels Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

30. Not useful interest taxonomies • Color – secondary to the other choices • Price – don’t know what is reasonable • Brand – don’t really know any Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

31. Takeaways • Provide a small number of clear and useful choices • Do not show product-level items too early • Don’t “throw up” all over your visitors (too many items) • Not everything is a “filter” at this stage • Create useful taxonomies & product wizards • Fix your onsite search Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

33. Things I Care About • Dimensions • Old sofa disposal • Build quality • Guarantees • Comfort of bed • Return policy • Color options • Financing options • Cost • That others like it • Availability – lead time • That my wife likes it Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

38. Takeaways • Give me the details • Help me experience it • Let me customize it • Don’t hide key information - group it spatially • Let me save my in-progress work & share with others Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

45. Takeaways • Be clear about the money • Not everything should be a button • Prioritize buttons if you have more than one • Follow existing conventions – don’t reinvent the wheel • Relieve anxiety before it arises (add transactional trust) Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

47. A resource for Conversion Rate Optimization • Revised and expanded 2 nd edition • Over 150 pages of new content • E-commerce best-practices section Get it on Amazon Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

48. Giveaway – Free Express Review • Unflinchingly honest interactive review of landing page or website • 45- or 90-min video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of your page http://Express-Review.com – Normally starts at $699 Conducted Personally by Tim Ash Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

49. Save $200 off of Conversion Conference April 15-16 Other 2013 shows: Chicago – June 11-13 San Francisco Boston – Sept 30-Oct 1 Berlin – Nov 4-5 Use promo code IRWD2013 London – Nov Copyright © 2013, SiteTuners - All Rights Reserved.

50. Contact Info tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1 Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

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