[SES 2008] eCommerce 101: Optimizing your Shopping Cart for Search and Conversion
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[SES 2008] eCommerce 101: Optimizing your Shopping Cart for Search and Conversion
- 1. Optimizing your Shopping Cart for Search and Conversion Ethan Giffin | CEO, Groove Commerce
- 3. • Full service agency with a focus on eCommerce • Located in Baltimore, MD • Builds search and conversion-friendly web sites • Services include: – eCommerce site design/development – Conversion consulting – SEO/SEM – Web site analysis • Basically… We help people sell more stuff online
- 4. • Good design is key… • Important for both SEO and conversion • Follow Web standards – Unique page titles – Proper meta tags – Headline text in <h> tags aka your product and category names – Paragraphs in <p> tags – Bold and Italics <strong> and <em> – Lists in <ol> and <ul> tags • Every page is not one size fits all • Don’t forget the mini cart • Always Be Testing…
- 11. • Good Internal Site Search is not an option…it’s a requirement! • Displaying relevant results • Google Analytics site search report • Site search conversion rate is 3-5x • Your search results page
- 14. • Establishing trust with your visitors: – Why should visitors trust my company? – Why should visitors trust my products? – Why should visitors trust my website? • Where you need to assure your customers
- 15. • Guarantee customer satisfaction • Inform them of your shipping policies • Let customers know that their shopping experience will be completely secure • Remind them of how you value their privacy and personal information
- 16. • Typically the #1 way to a big increase • Show customers their progress • Eliminate distractions • Reducing shopping cart abandonment • Proper error messages • Attention to detail!
- 19. 1. Design for Success 2. Don’t Neglect Your Site Search 3. Build Trust & Confidence 4. Have a Bullet Proof Checkout 5. Get Back to Basics
- 20. Please feel free to come up to me anytime during the conference with questions! Ethan Giffin | CEO, Groove Commerce ethan@groovecommerce.com
Notas del editor
- Started consulting in 2004 – brought in 3 new employees in May/June 2007 and have been growing ever sinceHighly customized ASPDotNetStoreFront eCommerce sitesClients have typically outgrown their current sites and are looking to go to the next level. Typically average between $1 million and $5 million/yr in salesProvide full eCommerce solutions throughout the entire process. Design to Development to Managing to Marketing.
- Started consulting in 2004 – brought in 3 new employees in May/June 2007 and have been growing ever sinceHighly customized ASPDotNetStoreFront eCommerce sitesClients have typically outgrown their current sites and are looking to go to the next level. Typically average between $1 million and $5 million/yr in salesProvide full eCommerce solutions throughout the entire process. Design to Development to Managing to Marketing.
- We did some research and found that out of the top 100 eTailers on the web, nearly 50% of them preferred a 2 column, centered layout. Next was a 2 column, left-aligned layout, which nearly 30% of the top eTailers preferred. Only 10% actually had 3 column layouts.Different industries use different layouts. Electronics eTailers prefer wide, 3 column layouts while clothing eTailers prefer tight, 2 column designs.What should be part of your layout? You have to remember not to just set up your layout to please yourself, or one type of shopper, but to please them all. You need to provide avenues for all different types of shoppers if you want to maximize your site’s potential and boost your conversion rate. For example, give visitors the opportunity to shop a number of different ways: by brand, by product type/style, by color, price, etc. By doing so, you’ll be pleasing people that only by brand names, the fashion-inclined, and the bargain hunters.Mini shopping cart:Provides a prominent call to action, allowing visitors to always see what’s in their cart and how they can begin the process of finalizing their purchase.
- Highlights:Enlarged imagePrice clearly displayedOptions are straightforward and easy to selectAlert visitors when an item has been added to their shopping cart, providing a link to the cartReviewsRelated ProductsStrong call to action – Ready to Buy? Add to Cart.SEO friendly (header tags, internal link anchor text, page titleThe redesign of this product page helped bring conversions from a paltry .25 % to over 2%...a 700% increase!!
- Conversions were stagnant at 5% and the average order value was around $47.
- The new site nearly doubled the conversion rate, from 5% to 10% and the average order value went up over 21% from $47 to $57.Notice also how we attract different shoppers with the targeted categories on the left hand navigation.Fight CavitiesAll Natural XylitolDiabeticsThey all actually lead to the same products, but people get to them through different avenues.
- The new site nearly doubled the conversion rate, from 5% to 10% and the average order value went up over 21% from $47 to $57.Notice also how we attract different shoppers with the targeted categories on the left hand navigation.Fight CavitiesAll Natural XylitolDiabeticsThey all actually lead to the same products, but people get to them through different avenues.
- Give your visitors what they want. Make sure your site search is able to provide relevant results, otherwise your visitors will stop searching and leave your site.Now that Google Analytics can track site search, a lot of new opportunity has opened up for exploring the benefits of internal site search and recording how many visitors use, what they search for, and if it ultimately leads them to make a purchase. The conversion rate of visitors using site search is nearly 5 times higher than those who don’t use it! Make your search prominent so people will see it and what to take advantage of it…once they do, don’t blow the sale by giving the a poor search results page…We found that between 6% and 10% of visitors to our clients websites use the internal search. It’s definitely an area of your site that needs to be attended to in order to maximize conversions across the board!
- WallysWine.com search results pageLook at all the different ways you can narrow your search for ‘Red Wine’ – By Country, Price, Wine Type, Varietal, Region, or SizeProminently displayed images, product descriptions, and specific details of the wine encourage you to click through to the product page. They also serve to quality those who do end up clicking through.Add to cart button displayed next to each result
- The ‘No Results’ page – EpicDental.comDisplayed when there are no relevant results. Instead of simply saying “No Results” when there aren’t any, this page aims to send searchers that didn’t find anything directly to product and category pages. Once again, you’re trying to explore all avenues, no matter how small, across your site to maximize conversions.
- Before you expect people to hand over their personal information and give you their hard-earned money, you need to ask yourself three questions:Why should visitors trust my company?Why should visitors trust my products?Why should visitors trust my web site?You need to start working on gaining a visitors trust from the moment they visit your site. Aside from a professional looking design, they need to have specific assurances to feel comfortable making a purchase…About Us pageReturn PolicySecurity PolicyShipping PolicyPayment OptionsIndustry-related associationsThird party trust certificates (SSL certificate, Hacker Safe)PartnersAssurances should go in the footer of every page of your site; the most important ones should also be strategically located near the top of every page.Within your checkout, your assurances should be reiterated in the appropriate place i.e. ‘shipping policy’ next to where they fill out their shipping information, ssl security certificate where they fill out their billing info, etc.
- Show progress throughout the steps of your checkout process. Make sure people know what step they’re on and how much longer they have to go.Remove all navigational elements from your checkout page. People are more likely to go back into your site and get distracted from their purchase, leading to a high abandonment rate.How can you tackle abandonment?Aside from the above, make sure you provide the following within your checkout:Order Summary, including product names and pricesEstimated shipping time and cost of shippingCustomer assurancesMultiple payment options800 number to call and orderA note about errors in your checkout process:Make all errors seem like your fault, not the customers. This is proven to be a big turn off, and can cause shopping cart abandonment to skyrocket! If visitors can’t figure out what they’re doing wrong and how to fix it, they will become frustrated, leave your site, and buy from somewhere else.
- Checkout page on EpicDental.comFill out all your information on one page…Billing Address, Shipping Information, Payment InformationProvide customer assurances throughout as well as a detailed order summaryEliminate all navigational elements to keep visitors from leaving the checkout processChart their progress at the top of the pageDon’t make visitors fill out their personal information twice…give them an option to use the same information for both billing and shipping.
- Checkout page on EpicDental.comFill out all your information on one page…Billing Address, Shipping Information, Payment InformationProvide customer assurances throughout as well as a detailed order summaryEliminate all navigational elements to keep visitors from leaving the checkout processChart their progress at the top of the pageDon’t make visitors fill out their personal information twice…give them an option to use the same information for both billing and shipping.
- Thank you!Questions?This presentation is available for download on our site…go to www.groovecommerce.com/landing/pubcon/