Embed Size (px)
DESCRIPTION
During this session the most important elements of e-commerce site’s interface and content will be analyzed, and the most weak points that usually make the bottleneck in the sales and conversion processes will be outlined. After the webinar you will definitely have a very clear idea where you have to look in your site’s design and structure to see the places where your sales and money leak. * Main points of the upcoming webinar: * Impact of usability issues on your sales; * Top 10 usability fails that drop conversion; * How to find the spots to improve, the bottlenecks of conversion paths; * Must-know and must-check Google Analytics reports and how to configure them.
Citation preview
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
6
5
4
3
2
1
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
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
1
2
3
2. Smart search: must have
3. Cart: on each page in exact regular place
2
1
4. Filters and sorting: help to narrow search results
1
4. Filters and sorting: don’t show if impossible to use
2
5. Special Offers: visualize
1
2
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
1
2
3
8. How much to pay? When I’ll get it?
1
2
9. Other product items: give alternatives
10. Checkout: what I’m buying?
1
2
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: [email protected]: pavel.ryazanov
e-mail: [email protected]: aniramus
twitter.com/promodo_enpromodo.com/blog
