Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

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    23-Aug-2014

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A presentation on conversion hacks that online retailers can implement to increase conversions.

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  • Conversion Hacking 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business Ometria breakfast seminar 4th June 2014 Dr. Mike Baxter
  • Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData DATA. ACTION. PROFIT. OMETRIA THE ALL-IN-ONE INTELLIGENCE SOLUTION
  • What is Conversion Hacking? hack: a rough cut hacking: making quick changes that give disproportionately large benefits quick changes: could be done instantly or could take development work but all have big paybacks Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData
  • Hack #1 Do More with Drop-Downs Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Drop-down panels are used on most sites both for search auto-suggest and global navigation menus they provide a great way to answer customers questions before they have asked
  • Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Hack #1 Do More with Drop-Downs
  • Hack #2 Create a Sense of Urgency Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Loss aversion is one of our strongest cognitive biases many ecommerce site use it as a conversion booster
  • Hack #3 Maximise sales from the category page What do you do? Position the shoes most likely to sell at the top of the category page How do you do it? Calculate the product-page conversion for each shoe = number of purchases / number of page-views for each shoe Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData
  • Hack #3 Maximise sales from the category page What do you do? Position the shoes most likely to sell at the top of the category page How do you do it? Calculate the product-page conversion for each shoe = number of purchases / number of page-views for each shoe Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData purchases = 82 page-views = 1239 conversion = 7% purchases = 103 page-views = 894 conversion = 12% purchases = 47 page-views = 349 conversion = 13% Position 1st Position 2nd Position 3rd
  • Hack #4 Reduce pogo-sticking! Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Pogo-sticking is the term describing customers bouncing back and forth repeatedly between category and product pages. It happens because insufficient information is presented on the category page to inform customer choice it can be a conversion-killer Large thumbnail images informative descriptions and customer reviews on the category page can all help as can quick- look functionality
  • Hack #5 Quarantine Checkout Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData When someone enters your checkout, there is only one place you want them to go to order confirmation. In which case, dont distract them with lots of links to other parts of your site Currys checkout removes all the global navigation from the header of the page, with all its drop-down menu content
  • Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Currys checkout removes all the global navigation from the header of the page, with all its drop-down menu content How to hack it! Use CSS to simply hide the elements you dont want in checkout, using display:none When someone enters your checkout, there is only one place you want them to go to order confirmation. In which case, dont distract them with lots of links to other parts of your site Hack #5 Quarantine Checkout
  • Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Right or top-aligned labels reduce number of eye fixations by 50% Good form design reduces the cognitive effort required to fill them out and hence reduces checkout abandonment Hack #6 Improved Form Design
  • Hack #7 Credit card scanning for mobile checkout Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Most ecommerce sites suffer lower conversion on mobile devices. There are many reasons for this but one of them is the difficulty of typing credit card details into a small screen Credit card scanning provides a solution to this problem Check out card.io and Netswipe for more details
  • Hack #8 Reducing returns Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Better information on the product page stops customers buying the wrong stuff 360o views and product videos reduced returns and increased conversion rates at the same time Having information from other customers on sizing can reduce returns significantly
  • Hack #8 Reducing returns Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Better information on the product page stops customers buying the wrong stuff 360o views and product videos reduced returns and increased conversion rates at the same time Having information from other customers on sizing can reduce returns significantly Check whether return-rates are higher from particular acquisition paths e.g. from a specific PPC advert. If so, the marketing message may be misleading or over-selling the product, leading to customer dis-satisfaction
  • Hack #9 Go Responsive Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData How to Hack? 1. Move to responsive templates for emails 2. Explore simple changes to deliver graceful degradation (e.g. from multi-column to single column page layout) on mobile 3. Talk to your developers about front-end frameworks
  • Hack #10 Message Customers Intelligently Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Returning customers are more readily identified (via cookie) Customers about to lapse can be the most valuable to convert Message them heavily (on-site, re-targeting & email) before you lose them
  • Hack #10 Message Customers Intelligently Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData Triangulate your customers across devices as they order or open emails on different devices
  • Hack #10 Message Customers Intelligently Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData and for hero customers, make sure you back-match them as they marry and change their surname move house and change their address or change their email address
  • Conversion Hacking 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business How Ometria Can Help Ivan Mazour
  • Customer Lifecycle Marketing Kit How To Speak Ecommerce Ebook The Ultimate Product Page Ebook Customer Segmentation Cheat Sheet AND MANY OTHER EBOOKS, INFOGRAPHICS, VIDEOS AND BLOG POSTS ON HOW TO WIN AT ECOMMERCE Academy: http://www.ometria.com/academy Blog: http://blog.ometria.com The Ometria Academy How to Win at Ecommerce Ometria - The All-In-One Ecommerce Intelligence Solution http: //www.ometria.com - @OmetriaData
  • Conversion Hacking 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business Ometria breakfast seminar 4th June 2014 Dr. Mike Baxter

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