Post on 28-Nov-2014
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transcript
By Omri YacubovichHead of Biz Dev & Marketing @Commerce Sciences
10 Slides on:
Walmart's mistakesany online retailer can avoid
E-Commerce site overview
Hi,
My name is Omri Yacubovich. I'm an Israeli entrepreneur, script writer and innovation leader.
I'm currently heading the Business Development and Marketing @ Commerce Sciences –the first to apply behavioral science into E-Commerce. We are venture backed by Google's Chairman, Eric Schmidt, delivering significant conversion uplift for 1000+ online retailers including US Top 100 retailers.
Keep in touch!
About me
Remember:All suggestions and ideas should be A/B tested.
E-Commerce site overview
@Omri_Yacubovich@Omri_Yacubovich
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“mouse hover” mode for the main image – doesn't exist An image label for improved SEO is missing
Walmart's Homepage
Main Image issues
Take a look »
Gradient overlay
Call-to-action
Current site
Suggested change
Loading speed optimization
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Walmart's Homepage
Homepage issues
Homepage - suggestion
Loading speed optimization – use Chrome's inspect elements tool, and follow their suggestions
Use CDN (Content Delivery Network) for increased loading speed. Optimize your image sizes.
Chrome's performance alerts on Walmart's homepage
Red errors are displayed when a visitor doesn't choose an option before adding a product to his cart.
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Walmart's product page
Instead of displaying errors, positively guide your shopper
Suggested change
Current site
No results were found – At that point a visitor that didn't find what he was looking for will probably bounce.
Suggestion: First apologize, then show anything or try to mini-convert your visitor (get your visitor's email address).
Example 1 – show other products: Here is our most popular products.Example 2 – mini conversion: Drop us a line and we will find it for you.
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Walmart's Search
Search results page
Minimize blank spots
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Walmart's Search
Search results page
Don't educate your shoppers → convert them
Please type your first name
Inline validation
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Walmart's checkout funnel
Current site
Suggested changeResearches show that inline validation significantly decreases eye fixations, error mades and increases completion times and satisfaction
Reduce options
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Walmart's checkout funnel
Suggested change: The main difference between creating an account and checking out as a guest is letting your customers to choose password. Instead of adding a complexity at the beginning of the checkout funnel add an optional field for choosing a password / creating account as part of the guest checkout form.
Current site
Suggested change
Make sure to take off any unnecessary widgets in the checkout funnel
No Top navigation Bar
No footer / newsletter signup
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Walmart's checkout funnel
Want your site visitors to take an action? Emphasize your most important message / assets. HOWEVER, do you really need your customer to tell you what they think of your new website design to know if it's any good?
Always test your sites changes, and see what it does to the your KPIs. The attention of your audience is limited, choose carefully what to emphasize.
Walmart's always-on floating footer
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Walmart's floating footer
By Omri YacubovichHead of Biz Dev & Marketing @Commerce Sciences
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