Whether you’re an ecommerce newbie or been in the game for years, your site must evolve in order to meet customers’ rising demands. Josh Levine, ecommerce design expert and frequent speaker throughout the retail industry, will pull from his 15 years in the trenches with brands like Saks Fifth Avenue, Lowes, and Schwinn, to show you how your site can rise above the competition and convert browsers into buyers. He shares tactics to improve sales, focusing on high impact areas of your site– navigation, homepage, product page, cart, and checkout. Learn how to make it easy for customers to discover, research and ultimately buy the products they need. You’ll also learn techniques to strike a balance between lifestyle content and commerce in order to maximize engagement and inspire customers to act. So bring the notepad to this one and be prepared to walk away with actionable tips to boost that bottom line.

1. 20 tips to improve
sales on your
ecommerce site
CO-FOUND, CHIEF
CREATIVE OFFICER
Josh Levine

2. Hi, I’m Josh
Co-founder, CCO
Ecommerce Design, Strategy
& Development Agency
Founded 2002, Independent
Transactional expertise
Manhattan based
40 hands-on employees
IMA Top 10 Agency of Year
(My Bob Ross phase)
cakeandarrow.com
@neatpace @cakeandarrow

3. What do we
mean when we
say “increase
sales”?

4. Conversion Rate
Customer Lifetime Value
Average Order Value
Customer Satisfaction
New Customers
Repeat Customers
It's more than the “Buy Now” button
Registrations
Email Sign Ups
Return Rate
Time on Site
Pages Per Visit
Clicks to Buy

5. Share practical tips on how
to move the needle across
multiple metrics—without
having to overhaul your site.
TODAY’S GOAL

6. What does it
mean to be
usable?

7. “It’s about whether a product or
service does what the user wants—
and expects—it to do. And that’s
what makes people want—or not
want—what you have to sell.”
ERIC REISS
From his book, Usable Usability
Source: http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to

8. On the Web, usability is a
necessary for survival.
If a site is difficult to use,
people leave.
WHY SHOULD YOU CARE?
Source: Jakob Nielsen's Alertbox - Usability 101

9. Source: Jakob Nielsen's Alertbox - Usability 101
Efficiency
Once users have learned
the design, how quickly
can they perform tasks?
Learnability
How easy is it for users
to accomplish basic
tasks the first time they
encounter the design?
Memorability
When users return after
a period of not using it,
how easily can they
reestablish proficiency?
Errors
How many errors do users
make, how severe are these
errors, and how easily can
they recover from the errors?
Satisfaction
How pleasant is it
to use the design
or service?
Ease of use is defined by:

10. Find what I want quickly—or discover
new products that fit my needs.
To make an educated decision on which
product is right for me.
Feel confident in my decision to buy from
you over a competitor.
Proceed through the buying process
securely and efficiently.
Make it easy for me to:
THE CUSTOMER’S PERSPECTIVE

11. Let’s do this

12. Help me find what I want quickly
—or discover new products that
fit my needs.
SEARCH & BROWSE
Source: http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to

13. Provide shoppers with
multiple ways to find
products by grouping
based on user needs,
seasons, or trends.
01

14. Group products by activity
shop.gopro.com

15. Group products by activity
link.com

16. Group products by collections or trends
roxy.com

17. Group products by season or lifestyle
Burton.com

18. Or showcase alongside complementary
products to inspire (e.g., outfit) roxy.com

19. roxy.com
Or showcase alongside complementary
products to inspire (e.g., outfit)

20. Ensure no dead-ends.
Maintain shopper
momentum and avoid
leaving sales on the table.
02

21. Recommend other categories and similar items in relevant areas
(also inspires exploration) link.com
1
2
Product page often serves as an entry point
into the browsing process

22. Recommend other categories and similar items in relevant areas
(also inspires exploration) link.com
2
3
4

23. Recommend other categories and similar items in relevant areas
(also inspires exploration) link.com
5
zappos.com

24. Provide alternatives if there are no matches
rei.com

25. Bummer

26. Bummer
Bummer
x 2

27. Or if an item is out of stock
ozscopes.com.au
For Sure!

28. Cross-reference other relevant sections within browsing

29. Add a What’s New
category or filter to inspire
exploration and support
return visitors.
03

30. Just a select few of my many Sanuks…

31. So this is where folks like me roll.
sanuk.com

32. Speed up search and
improve quality of
results by incorporating
autocomplete and
direct links.
04

33. 6x
Customers who land on
an autocomplete page
suggestion are 6x more
likely to convert than
those who don’t.
Source: KISSmetrics

34. Guide or inspire by finishing thoughts
swell.comtoysrus.com

35. Help me make an educated
decision on which product
is right for me.
PRODUCT PAGE
Source: https://www.flickr.com/photos/maxkiesler/8219158539/

36. Create impactful product
photography by capturing
details, adding context,
and showing them in use.
05

37. Providing details is a necessity, not a luxury
zappos.com

38. Which site better captures the essence and fit of this hat?
gravitee.com zappos.com

39. For Sure!
Oh,
zappos.com

40. Providing details is a necessity, not a luxury
shirtsmyway.com

41. Show in context to communicate scale
melissaanddoug.com

42. Use video to show product
in use, for
instructional purposes,
or to showcase
features and benefits.
06

43. Using video demos of items on product pages
increased sales between 6% and 30%.
144% more likely to purchase after seeing a
product video than those who did not.
Source: Internet Retailer
Conversion rate increased by 400%, while return
rates dropped from 12% to 9%.

44. patagonia.com
How to video “Replacing Your Battery” Showcase product features and benefits
autozone.com

45. Leverage existing brand videos or commercials
almondsurfboards.com

46. Write product descriptions
that communicate value,
tell a story, and engage
emotion.
07

47. crutchfield.com

48. Leverage social proof and
user-generated content to
help sell
your products.
08

49. 90%
of customers say buying
decisions are influenced
by online reviews
Source: iPerceptions, 2011
63%
of customers are more
likely to make a
purchase from a site
which has user reviews.
Source: Zendesk Survey

50. tktk - can create a dedicated collection
link.comcardinalcase.com

51. tktk - can create a dedicated collection
link.comcardinalcase.com

52. tktk - can create a dedicated collection
link.com

54. Guide customers by
providing clear and
prominent call-to-actions.
09

55. Show various angles
link.com

56. Show various angles
link.com

57. Show various angles
link.com

58. 10
After an item has
been added to cart,
recommend additional
products that add real
value for customers.

59. +
+
+

60. CREDIBILITY & TRUST
I want to feel confident and
secure in my decision to buy
from you over a competitor.
Source: http://fc00.deviantart.net/fs71/i/2013/011/0/3/skate_brasilia_by_jorgecardoso-d5r4pwr.jpg

61. 3224
3068
2220
1882
Offers excellent
Offers the
Has a relatable
Is financially
1.
2.
3.
4.
Customer Service impacts trust
Source: Zendesk Survey – 2013 (1046 participants)
Participants were asked to rank the following factors in the order in which
they impact the level of trust they have in the companies they buy from.

62. 95%
share bad customer
service experiences
with others
87%
share good customer
service experiences
with others
Source: Zendesk Survey – 2013 (1046 participants)
And trust impacts sales revenue

63. Differentiate and instill
confidence through
accessible customer
service.
11

64. of online shoppers want
an online customer
service chat or IM
feature
Source: Youstice
45%

65. Show various angles
link.com

66. Show various angles
link.comcrutchfield.com

67. Make sure your unique
value proposition is
visible from every page.
12

68. Value elements should be visible from every page
crutchfield.com

69. Reinforce security and value at sensitive areas
rei.com

70. Clearly display shipping
costs and your return
policy. Don’t leave
them guessing.
13

71. Etsy recently ran a test, hiding shipping
costs from product pages.
The sellers reacted:
“I want to be open, and upfront about
shipping costs with my customers. I don't
want anything hidden prior to adding to
shopping cart. Buyers have a right to know
shipping costs prior to purchasing or prior to
going through the purchase process!”
This Seller
Gets It
Source: EcommerceBytes.com

72. of online shoppers said
that being “presented
with unexpected costs”
was top reason for cart
abandonment
Source: woorank
56%

73. Foster credibility and trust
by including company
testimonials, publishing
reviews, and sharing total
fans on social media.
14

74. CHECKOUT PROCESS
Make it easy for me to proceed
through the purchase process—
and give you my money.
Source: http://fc06.deviantart.net/fs71/i/2012/248/b/f/skate_on__sanfrancisco_by_meganwawesome-d5dpn5r.jpg

75. 68%
of online shopping carts are abandoned
Source: Baymard Institute, 2014

76. Do not force customers to
register.
15

77. Remove initial barriers (e.g., email) for guest checkout
rayban.com
Gnarly
Sketchy
Bro

78. Tight

79. And ideally, remove the initial step entirely
threadless.com
Hella Tight

80. Minimize distractions
by removing navigation
and only asking for bare
minimum of information.
16

81. Keep them focused on task by enclosing checkout

82. 17
Provide a variety of
payment methods and
allow customers to pay
how they feel most
comfortable (e.g., PayPal).

83. Ensure form usability by
applying fundamentals
of visual hierarchy.
18

84. Saks Fifth Avenue Mobile Checkout – Before

85. Saks Fifth Avenue Mobile Checkout – After

86. Make it easy for customers to process information,
especially at tipping point pages

87. WHAT IS UP YOU
DOG YOU
POST PURCHASE
Remove the need for me to shop
around next time by maintaining a
valued relationship with me.

88. +
My typically morning at home

89. Yesterday, at Orlando airport

90. Surprise, delight, and
make an impression with
a small gesture included
in delivery.
19

93. Includes a free chocolate samples with every order.
link.com

94. Includes a free chocolate samples with every order.
link.com
of their first time customers ordered
again at least once within the next 12
months
32%

95. Show you care by
sending a follow-up email
asking about their
purchase experience.
20

96. Test test test. And if you
don’t know how, learn!
21Bonus Tip

97. Tools and resources for testing usability
Tools
FiveSecondTest
Ethnio
UserTesting
UsabilityTools
WhatUsersDo
IntuitionHQ
more here
Resources
Testing ideas for E-commerce and retail
sites
Optiverse
Starting Your User Research
Jared Spool
A Comprehensive Review and Matrix of 14
Usability Testing Tools
Useful Usability
10 Things I Learned From Taking 100
Usability Tests
KISSMetrics

98. But at end of day,
what truly matters most…

99. http://youtu.be/HgQPyU3J0P0
is that this is a pig on a surfboard

100. Thank You.