Sales and conversions in online retail

Sales and Conversions in Online Retail

18 April 2013

About Promodo

Usability review of real project

10 usability hints that affect conversion

Important metrics in Google analytics

Redesign results

Questions and Answers

Webinar plan

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Promodo at a Glance

Speakers

Marina RyashchikovaHead of usability/UX department

Paul RyazanovDirector of business development

certifiedwatchstore.com

- More than 60 top brands

- 5 000+ models to choose from

certifiedwatchstore.com

- More than 60 top brands

- 5 000+ models to choose from

Usability review of real project

Usability audit

90% of reason why customers drop off during checkout is a complete fail of usability.

90% of reason why customers drop off during checkout is a complete fail of usability.

Top 10 usability hints that affect conversion

10 usability hints1. Navigation

2. Search

3. Cart

4. Filters and sorting

5. Special offers

6. Comparison

7. Photos, description, reviews, details

8. How much to pay? When I’ll get it?

9. Other product items

10.Checkout

1. Navigation: show product categories & important info

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2. Smart search: must have

3. Cart: on each page in exact regular place

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4. Filters and sorting: help to narrow search results

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4. Filters and sorting: don’t show if impossible to use

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5. Special Offers: visualize

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6. Comparison: should help to compare

6. Comparison: highlight differences

7. Photos, description, reviews, details: the more — the better

7. and Description, reviews, details: for persons, not SEO

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8. How much to pay? When I’ll get it?

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9. Other product items: give alternatives

10. Checkout: what I’m buying?

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10. Checkout: simple

What things to test

1.Calls to action: text, color, size

2.Images, banners

3.Checkout steps

4.Product pages

5.Headers, texts

A/B Testing

Statistics tools

If you can’t track it — you can’t improve it. Start with analytics first.

If you can’t track it — you can’t improve it. Start with analytics first.

Analytics: why do you need it?

How much does attracted visitor cost you?

Visitors from what regions buy more products?

What product categories are best selling?

What product categories produce more revenue?

http://www.google.com/analytics/

Just a tool that collects data and prepare reports

Data Reports Analytics

What you do need in Google analytics

E-commerce

Goals

Bounce rate

Source and bounce rate

Landing pages and bounce rate

Google Analytics: set-up goals

Goals overview

E-commerce overview

KPI: segment all your data

Segment conversion rate:1. By categories

2. By region

3. By traffic sources

Redesign resultsRedesign results

One simple change which takes only few minute to apply might significantly improve your conversions up to 100% and beyond.

One simple change which takes only few minute to apply might significantly improve your conversions up to 100% and beyond.

Free SEO and CRO auditWe would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts.

- Quick usability audit of the existing site;- Quick SEO audit and review of existing analytics;- Audit of PPC campaigns;- Technical audit;- Best practices of conversion rate optimization.

Thank you!

Paul RyazanovDirector of business development at Promodo

Marina RyashchikovaHead of usability/UX department at Promodo

Questions, please.

e-mail: p.ryazanov@promodo.comSkype: pavel.ryazanov

e-mail: m.ryashchikova@promodo.ruSkype: aniramus

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