10 Strategiesfor E-Commerce Success
Digital AtlantaNovember 8, 2011
10 Strategiesfor E-Commerce Success
Digital AtlantaNovember 8, 2011
1Know Your Metrics
Goals and Goal Funnels
E-Commerce Tracking
E-Commerce Tracking
Site Search
Know Your Metrics
• Goal FunnelWhere are people leaving? Where did they go?
• E-Commerce TrackingAll Traffic Sources, sorted by conversion rate
• Site SearchSearch terms, sorted by % Search exits
2Slow Costs Money
With every 100ms increase inyour website’s load time,sales can decrease by 1%
Source: Kohavi and Longbotham 2007
With every 100ms increase in your website’s load time,
sales can decrease by 1%
Source: Kohavi and Longbotham 2007
414 Kb 45 Kb
Photo Credit: johnrudolphmueller
Slow Costs Money• Optimize Images
Use “Save for Web”, Yahoo Smush.it
• Reduce HTTP RequestsUse CSS Sprites, Combine JavaScript & CSS files, Remove unnecessary images/scripts
• Use CompressionServer-side compression, Compressed libraries
3Customize the User Experience
Customizations
• First Time Visitors
• Geographic Location
• Search Queries
• Visitor Behavior
4Remove Barriers to Ordering
Remove Barriers
• Show Shipping Costs EarlyEspecially if offering free shipping
• Simplify the Order ProcessOne page checkoutRegistration not required
• Look at Error Text & VerbiageExplain errors in plain EnglishShow what and where to correct
• Provide a Phone Number
5Build Trust
Remove Barriers
• Supporting InformationGuarantee & Returns InformationProminent Phone Number
• Social ProofCustomer Testimonials & Reviews
• Third Party EndorsementsBBB, McAfee Secure, SSL SealCredit Card logos, Shipping logos
6Customers Know Best
Comers Know Best
• Survey Real Customers
• UserTesting.com
• CrazyEgg
• Analytics
7Strip the Cart
Strip the Cart
• “Best Practices”
• Listen to Your Customers
• Let the Data Speak for Itself
8Strategic Follow-ups
9Ignore My Advice!
10Test, Test,TEST!
Test, Test, Test!
• Use Website Testing SoftwareGoogle Website OptimizerVisual Website Optimizer
• Run One Test at a TimeIn each section
• Don’t Test Too Many Variations
Recap1. Know your Metrics2. Slow Costs Money3. Customize the Experience4. Remove barriers to ordering5. Build Trust / Provide social proof6. Customers know best7. Strip down the cart8. Strategically follow-up9. Ignore my advice!10. TEST, TEST, TEST
Get In Touch
Web: www.kelseyads.com
Email: [email protected]
Twitter: @beley
Slides: www.brandoneley.com
