Improving Conversions Through Improving e-Commerce Process

Marcel Wasserman

Index1. What2. Measurement & Analytics3. Reverse Funnel4. How to Improve Conversions in

24 Hours

1.What

“Doubling your conversion rate is easily achievable.”

Decreased Abandonment Rate by 20%

Causes of Shopping Cart Abandonment

2. Measurement & Analytics

How?• Analytics• Conversion

Tracking• Website

Optimizer

Track Entire e-Commerce Process

A/B Testing#1 It’s Free #2 Will NOT affect SEO#3 Deep Support#4 Great Reporting

www.google.com/WebsiteOptimizer

Website Optimizer Case Study“doba.com increased conversions 70% andmember sign-ups 50%”

2. Reverse Funnel

Barry Schwartz on The Paradox of Choice

Reverse Funnel Approach to Decisions

3. How to Improve Conversions in 24 Hours

5 Ways to Increase Conversions in 24 Hours

1. Trust Marks2. Checkout Breadcrumbs3. Anonymous Purchases4. “First Fold” and Page Cleanup5. Manual Usability Tests

Paid SSL Certificates

$79 per month

$369 per month

$54 per month

Paid Security Seals

Security Scan. $500 - $1500 per year

High-end privacy verification. $1,000 to $14,000 per year.

Security Scan. Under $1000 per year

McAfee SECURE Case Study“BilletAnything.com (UniqueAutoDepot.com)

increased conversions 16.49% in a month”:2009 A/B test

Checkout Breadcrumbs

First Fold

Thanxmarcelw@junkmail.co.zaLinkedIn: Marcel Wasserman

References• Improving Your Checkout Process:

http://www.doubleplus.com/improving-your-checkout-process.html• Forrester: Understanding Shopping Cart Abandonment:

http://www.forrester.com/rb/Research/understanding_shopping_cart_abandonment/q/id/56827/t/2• Barry Schwartz on The paradox of choice:

http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.htmlHis Book, also called “The paradox of choice”:http://www.kalahari.net/books/The-Paradox-of-Choice/632/27853653.aspx

• Don't Make Me Think! A Common Sense Approach to Web Usability - Steve Krug:http://www.amazon.com/Think-Common-Sense-Approach-Usability/dp/0789723107.

• BilletAnything.com case study :http://images.scanalert.com/pdf/MS_CaseStudy_billet-anything_final.pdf

• Google ProductsBrowser Size display tool:http://browsersize.googlelabs.comAnalytics:https://www.google.com/analyticsAdwords:https://adwords.google.com/Website Optimizer:https://www.google.com/WebsiteOptimizerWebsite Optimizer Doba.com case study:http://www.google.com/intl/en/websiteoptimizer/doba.html