Presented by Paras Chopra, Founder of Wingify, at 'Triggr The Web' on April 9th, 2011

1. Anatomy of a killer retail website
Seven tips to increase online sales
and conversion rate

2. Three Musketeers
Tip #1: there are three kinds of visitors

3. Visitor #1: Buyer
I want to buy a
new shirt now!

4. Visitor #2: Researcher
Wonder if this
is fresh?

5. Visitor #3: Window Shopper
OMG! Wish I
could buy it

6. Ignore these visitors:
Buyers Window Shoppers
He will buy anyway She probably won’t buy

7. Your #1 Focus
• Convince the Researcher to become Buyer
– Most important and gives maximum results
– Do this by removing doubts and answering questions
• Make it easy for Buyer to buy
– Easiest fix you can make
• Convince Window shopper to become Researcher
– Most difficult

8. Your biggest enemy: back button
Tip #2: Have single, focused goal

9. Your Visitors

10. Your Sales Page

11. Don’t overwhelm your visitors

12. Have only single call to action

13. Bad Example: Joomla

14. Good Example: Wordpress

15. People don’t like reading
Tip #3: Reduce amount of text on page

16. 50 milliseconds
Time you have to
make first
impression
Source: Attention web designers: You have 50 milliseconds to make a good first impression!
Lindgaard, Gitte, et. al 2006

17. So, reduce text & use visuals

18. Bad Example: SlySoft

19. Good Example: Skype

20. Hi, I am Bob!
The “Welcome to Bob’s site”
syndrome
Tip #4: Headlines matter more than you realize

21. Why headlines are so important?
People look here
to find out what’s
the website about

22. Concreteness is key to good headline
• Say what the website/product is about
– Don’t use “Welcome to XYZ” as headline
• Headline is not a place to make a pitch
– Don’t use “XYZ has changed ABC forever”
• Keep it short
– About eight words is ideal

23. Remember that this is impossible
Yes! I will spend 10 minutes on your website
just to figure out what you are selling

24. Bad Example: Odesk

25. Good example: ELance

26. Who else bought this?
Tip #5: use social proof to remove
doubts and uncertainties

27. People crave for social proof

28. What if you don’t have social proof?
• Give product for free in exchange for
testimonials
– Reach out to experts and get their feedback
• Cite industry or theoretical research
– XYZ increases productivity by 50%. Scientifically
Proven!

29. What counts as social proof?
• Customer logos
• Case Studies
• Reviews & Ratings
• Testimonials
• Statistics
– 1,738,423 visitors on this page till now

30. Bad Example: Twhirl

31. Good Example: Hootsuite

32. Design matters
Tip #6: people associate good design
with higher trust

33. Why design matters?
iPhone Microsoft Kin
50 million units sold 8000 units sold

34. Investment in good design: highest ROI
Old Design New Design
Actual case study: 20% Increase in sales

35. Tip #7: Ignore all previous tips
A/B Split Test everything!

36. What is A/B Testing?

37. Why A/B Test?
Let’s play a guessing game

38. Which version increased signups by
60%?
Or

39. Which version increased downloads by
85%?
Or

40. How to do A/B split testing?
• Google Website Optimizer
– Free, basic solution by Google
• Visual Website Optimizer (my company)
– World’s easiest A/B testing tool
– Used by 4000+ companies including Groupon,
MakeMyTrip, Microsoft, etc.
• Enterprise solutions from Omniture, Webtrends,
Autonomy etc.
– Expensive solutions costing $XXX,XXX per annum

41. Thanks!
Questions?
Presentation by Paras Chopra
paras@wingify.com