5. 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)
5
6. What if you built a Selver 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!
6
12. 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
12
13. Test variation - Grouped lauyout
• Results: 53,7% Uplift on Test goal ”Add to cart”
13
14. One year later – Redesign!
w Results: No difference on Conversion rate
14
15. 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 report
Conversion rate
0,45%
15
43. 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
43
44. Menu navigation is not
always the best, and should
not be the only, way to find
products
52. 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)
52
53. Cognitive tasks involved
1. 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
53
58. 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 !
58
59. What do we learn from this?
Where you put things
(order)
Has a great impact on
conversion
60. Step 3 - Add to cart
Product Page
layout and content
61. The Three Ps of a perfect product page
• Picture
• Price
• Putton
http://unbounce.com/conversion-rate-optimization/product-pages-that-convert/
61
87. Conclusion
• From
• ”People who bought this also bought…”
• ”Similar products…..”
• ”Popular products….”
• To
• ”People who finally bought this product, considered these
products before they ctually decided”
• ”People who bought this also bought his AFTER they had bought
the first thing”
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91. • Frequently Bought
With ContourGPS Camera
• Customers Who
Bought ContourGPS Camera Also
Bought
• Customers Also Bought these
Highly Rated Items
• Customers Who Shopped
for ContourGPS Camera Also
Shopped For
•
91