What did E-tailers learn from retailers? Absolutely nothing!

GPEC - Bukarest

How it all began

Tim Ash

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Bryan Eisenberg

John Ekman - aka Chief Conversionista

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A lot has happened since✓ 300 projects

✓ 16 employees

✓ Conversion Jam x 4

✓ Conversion Manager x 60

Brag slide

Media

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E-handel

B2C Leadgen

B2B Leadgen

Paco Doesn’t know

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Web Agencies don’t know

WWW7

Agencies brought us the flash People don’t go get the popcorn and

sit down to watch sliders

© The Oatmeal

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Damned if you do - damned if you don’t

Retailers Know how important conversion is, but they don’t know how do it on the web

WWW Know how to design, but they don’t know what to use it for (Hint: conversion)

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What if you built a Mega Image store the same way you build E-commerce sites?

• At first the experts would go in and fix their parts: • Fridges

• Lighting

• Cash registers

• Flooring

• Etc.

• Then the merchant would ask his kids and their friends to roll in the goods and put it where they thought it was the best!

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Shopping list for e-commerce

1.Technology

2.Cost

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Strategy vs. tactics

”Retail is detail” ?!

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Lock up the mail order guys and throw away the key

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So what have we learnt?

Absolutely Nothing!

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The BIG question

What now?!1,7%

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Case - Larp Fashion• Butt ugly site– All agencies would have cried out: ”Redesign!” • No money for redesign • We gave 6 proposals for improvements WITHIN the existing design

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Test variation - Grouped lauyout

• Results: 53,7% Uplift on Test goal ”Add to cart”

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One year later – Redesign!

w Results: No difference on Conversion rate

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E-commerce example

Unique visitors

Engaged visitors

Visits with ”View cart”

Purchases

Bounce rate

26,5% 77 007

56 639

3 111

2 357

346

Visits with ”Add to cart”

Add to cart rate

5,5%

View cart rate

75,7%

Cart Completion rate

11,1%

Cart Abandonment

rate

88,9%GA funnel reportConversion rate

0,45%

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GA Funnel

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Stay on the site

Find products

Add to cart

Checkout

Better conversion for E-commerce sites in 4 steps

Stanna på sajtenStay on the site

Relevancy

-Can I shop online here? -What do they sell?

Hitta produkterFind products

- Order - Search/Navigation - Categorization - Naming

Let’s go to the general store

Bild på gammaldags handlare

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How many products above the fold?

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Our suggestions

1. Shrink header

2. Shrink category title

3. Get rid of right column

From 3 to 8

An increase of 270%

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Users spend 80% of their time ”Above the fold”

Source: Jakob Nielsen- Useit.com

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Scrollmap

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Whichtestwon Filter test

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Without filter

27% CTR increase

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Key takeaway

”Don’t let the store get in the way of your products”

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Hitta produkterOrder

The Milk

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REI – tents

Customers said they:

1. Read the information on the product page

2. Based the decision on features- summary

250 vs 60 bought tent

nr 1 !

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What do we learn from this?

Where you put things

(order)

Has a great impact on conversion

Let’s go to Mörby centrum

The tomatoes & the milk

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“Will the most usable online store sell the most?”

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”Conversion happens when

your & your visitor’s goals

meet”

The first law of conversion

UsabilityPersuasion

Increase Motivation

Reduce friction

Hitta produkterSearch/Navigation

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Deduction

Induction

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How do you communicate a category?

”Category

leaders”

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Here’s a Swedish Experiment

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Searchers are converters• We typically see that conversion rate in the segment

”Visits with search” is twice as high as visits without search

• Put search prominently

• Deliver great results

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Menu navigation is not always the best, and should not be the only, way to find

products

Hitta produkterCategorization & Naming

Inside-out categorization

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Ping-pong?

Table Tennis?

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ka

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Another popular categorization

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Top 10 german e-commerce sites

Not a single one of the top 10 German

E-commerce sites* has Alphabetical

Categorization!

"Shopping-Portale und Online-Shops 2011: Die umsatzstärksten Online-Shops” iBussines (ibusiness.de) in cooperation with EHI Retail Institute (ehi.org)

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Cognitive tasks involved1. Recognizing that the list is alphabetically ordered

2. Using the correct word for the category

3. Estimating where in the list your category will appear (roughly)

4. Going to that place to look for it

Or

1. You can just look around and find it

= Satisficing

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Where alphabetical categorization makes sense

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Product Page layout and content

Lägg dem i korgAdd to cart

The Three Ps of a perfect product page• Picture

• Price

• Putton

http://unbounce.com/conversion-rate-optimization/product-pages-that-convert/

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Cat litter

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You have to understand ”points of influence” and”direction of influence”

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Retailing has gone from ”Advertising” To ”In-store marketing”

E-tailing is still stuck at ”Advertising”

People can be influenced

BUT

They’re not looking for the same things before and after they’ve added something to the cart

Pre Add

Post Add

Cart

Conversion Rate

Theory

The

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P A P A C C R T

C A T C R A P P

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Let’s look at a

Rather successful

Swedish E-commerce site

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I’m still staring at the Cat litter

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Is this what you want?

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Checka utCheck out

Form Usabillity Trust

cykloteket

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Bryan Eisenberg’s Hierarchy of Conversion

Persusasive

Intuitive

Usable

Accessible

Functional

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How much to fix the forms?

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Stay on the site

Find products

Add to cart

Checkout

Better conversion for E-commerce sites in 4 steps

E-commerce Effectiveness tool

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conversionista.se/ecomtool

@conversionista

www.conversionista.se

john@conversionista.se