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Speed It Up, Cut It Down, and Lose Weight - Ecommerce Optimization Tips
Sean Work - swork@kissmetrics.com October 2013
@seanvwork #KISSwebinar
I’m going to show you....
Some helpful suggestions on improving your ecommerce site.
How to Interpret Rules of Thumb1
Improving User Experience2
Optimizing Checkout Funnels3
We’ll cover...
How to Interpret Rules of Thumb
1
The Problem with Rules of Thumb
Focus on...
What works for one company may not work for another.
Classic Yellow Amazon Button
Each Site is Unique
You need to learn your site and your visitors.
Record Keeping
Super Tip: Record and Document Your Findings
Conduct Thorough Tests
Reading about website tweaks can give you ideas….but don’t expect
the same outcomes!
User Experience
2
Slow Website Speed Costs Sales
For Amazon, a one second delay costs $1.6 billion annually.
!http://www.fastcompany.com/1825005/how-one-second-could-cost-amazon-16-billion-sales
Slow Website Speed Costs Sales
For an ecommerce site that makes $100,000 in revenue a day, a one second delay costs $2.5 million
annually. !
http://www.fastcompany.com/1825005/how-one-second-could-cost-amazon-16-billion-sales
Where do you start?
Images
Images are integral to ecommerce websites.
Image File Size
Your digital camera creates files that are 5MB. Web images should be
around 100KB. !
That’s 51 TIMES LARGER
Using the Right File Types
•.jpg - use this
•.png - awesome, but be careful
•.gif - stay away
No Trade-Offs Needed
Don’t sacrifice smaller images in the name of a faster website.
Content Delivery Networks (CDNs)
•Pro: Can deliver media faster •Con: Can be bad for SEO
Website Speed
Google Developers PageSpeed Insights is a great tool.
!
http://developers.google.com/speed/pagespeed/insights/
!
Browser Caching
Keeps the visitor from having to download the same items repeatedly.
Minifying JavaScript and CSS
Probably more helpful for larger and busier sites.
De-Clutter Your Web Design
It’s always a good exercise to take a step back and ask:
!
“Do we really need this?”
Bloated Pages
Too many options leads to slow page speed and a paralyzed visitor.
Too Many Choices - No Choice at All?
http://blog.kissmetrics.com/too-many-choices/
6 Flavors 24 Flavors
Advanced
•Upgrade to better and faster hosting.
•Consider a search engine •Load balancing and more servers
Avoid Advertisements
Advertisements degrade UX and can slow website.
Make Search Prominent
A prominent search box, as well as good search engine are critical.
How Popular / Effective is My Site Search Feature?
The KISSmetrics Power Report is perfect for this.
Want to know more about how juicy the Power Report is: Have a chat with Rossi!
rkhoung@kissmetrics.com
Checkout Funnels
3
Where to start?
Don’t Give Customers Too Many Ways To Escape
•Remove unnecessary links and buttons •Remove social media buttons •Remove unnecessary or distracting
images
Seriously Consider Removing Registration
*25.6% of online consumers will abandon a purchase if they are
forced to register first. !
*econsultancy.com
Consolidate Checkout Pages if Possible
1 2 3 4 5
1 2 3
UGH!
That was easy!
KISSmetrics Conversion Funnels: Perfect for This Job!
Use a Progress Bar
*75% of people prefer to have some indication of progress.
!
blog.kissmetrics.com/the-progress-bar
TETRIS!
Don’t Hide Charges!
“Once you are in checkout, what would deter you from completing your
purchase?” !
Most Common Answer: HIDDEN CHARGES http://econsultancy.com/us/blog/7730-why-do-consumers-abandon-online-purchases
Show Delivery Timescales and Charges
“What info do you need to see on product pages to help you decide to make a
purchase?” !
Most Common Answer: Delivery Timescale & Charges
http://econsultancy.com/us/blog/7730-why-do-consumers-abandon-online-purchases
Other Important Factors During Checkout…
1. Shipping & Handling were too high. 2. Shipping & handling were listed too late in
the process. 3. I didn’t want to register 4. Checkout process was too long/confusing.
http://www.marketingexperiments.com/blog/wp-content/uploads/Forrester-Research-Cart-Abandonment.png
My Story
Checkout These Infographics
blog.kissmetrics.com/infographics
For Questions on How KISSmetrics Can Help Your Site:
Have a chat with Rossi! rkhoung@kissmetrics.com !
For questions pertaining to this webinar: swork@kissmetrics.com
!
(I will create a blog post next week based on your Q&A)
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