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5 Actionable Tactics to Increase Ecommerce Sales

5 Actionable Tactics to Increase Ecommerce Sales

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Check out our 5 quick and easily implementable tactics that will increase your eCommerce sales. A/B test them and let us know what results you get.

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Page 1: 5 Actionable Tactics to Increase Ecommerce Sales

5 Actionable Tactics to Increase Ecommerce Sales

Page 2: 5 Actionable Tactics to Increase Ecommerce Sales

About Siddharth Deswal

● Senior Marketer at VWO

● Passionate about analytics, optimization and storytelling

● Keep in touch at @SiddharthDeswal

Page 3: 5 Actionable Tactics to Increase Ecommerce Sales

About Visual Website Optimizer

● A/B testing personalization platform for marketers

● Customers include JustFab, Dafiti, ShoeDazzle and 3700 others

● https://vwo.com

● http://twitter.com/wingify

Page 4: 5 Actionable Tactics to Increase Ecommerce Sales

Your Social Sharing Widget, Is It Serving You

Well?

Page 5: 5 Actionable Tactics to Increase Ecommerce Sales

Social Sharing Widgets

Recommended in most ‘best practices’ as a default feature to put on your product pages

Page 6: 5 Actionable Tactics to Increase Ecommerce Sales

Taloon.com Original

With social sharingwidget

Page 7: 5 Actionable Tactics to Increase Ecommerce Sales

Variation

Social sharing widgetsremoved

Page 8: 5 Actionable Tactics to Increase Ecommerce Sales

The Result?

Social sharing widgetsremoved

11.9% increase in “Add to Carts”

Page 9: 5 Actionable Tactics to Increase Ecommerce Sales

Check if you need a widget

● Make a list of your site URLs

● Run them through a service like SharedCount.com

● It finally depends on your target customer

Page 10: 5 Actionable Tactics to Increase Ecommerce Sales

The Effect of Image Sliders on Visitor

Behavior

Page 11: 5 Actionable Tactics to Increase Ecommerce Sales

Eye Tracking Results of Page with Slider

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Usability Test by NN Group

SUMMARY

“The user's target was at the top of the page in 98-point font. But she failed to find it because the panel auto-rotated instead of staying still.”

http://www.nngroup.com/articles/auto-forwarding/

Page 13: 5 Actionable Tactics to Increase Ecommerce Sales

Image carousel original

Image carousel

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Image carousel original

Static text

“Small Internet LoansBorrow money 7 days a week with clear pricing and honest terms”

Page 15: 5 Actionable Tactics to Increase Ecommerce Sales

Result

The overall conversion rate of the website increased by 5%This meant a USD 7600 increase in revenue per month (and $90000 per annum)

Page 16: 5 Actionable Tactics to Increase Ecommerce Sales

What instead of image carousels?

● Use a static image

● Give visitors time to absorb the content

● Give visitors control

● Break up the carousel area into multiple offers

Page 17: 5 Actionable Tactics to Increase Ecommerce Sales

Structuring Informationon Product Pages

Page 18: 5 Actionable Tactics to Increase Ecommerce Sales

TaylorGifts Original

Page 19: 5 Actionable Tactics to Increase Ecommerce Sales

TaylorGifts Variation

Page 20: 5 Actionable Tactics to Increase Ecommerce Sales

Result

Clicks on “Add to Cart” increased by 10% and eCommerce conversion rate of test participants went from 1.53% to 3.23%

Page 21: 5 Actionable Tactics to Increase Ecommerce Sales

Product Page Framework

For visitors in the ‘research’ phase

Visitors who are ready to buy but comparing prices and offers

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Trust Widgets

Page 23: 5 Actionable Tactics to Increase Ecommerce Sales

Express Watches - Original

Page 24: 5 Actionable Tactics to Increase Ecommerce Sales

Express Watches - Variation

Page 25: 5 Actionable Tactics to Increase Ecommerce Sales

Results

Sales increased by 58.39% during the test period

Page 26: 5 Actionable Tactics to Increase Ecommerce Sales

Trust Widget Case Study - 2

Page 27: 5 Actionable Tactics to Increase Ecommerce Sales

The Importance of Removing Distractions

Page 28: 5 Actionable Tactics to Increase Ecommerce Sales

Distraction Case Study

Page 29: 5 Actionable Tactics to Increase Ecommerce Sales

Case Study - Original

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Case Study - Variation

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Case Study - Variation

10% increase in “Add to Cart”, which meant a $8500 increase in revenue per month

Page 32: 5 Actionable Tactics to Increase Ecommerce Sales

Remove distractions with a modal

● Focus buyers like Flipkart.com

Page 33: 5 Actionable Tactics to Increase Ecommerce Sales

Quick Recap

● Test between product pages with and without social sharing widgets

● Try removing image carousels and measure conversion rate

● Test product pages where information is structured for researchers and ‘ready to buy’ visitors

● Try adding a trust widget on your product page to give that extra push

● Test a product/checkout page that is completely focuses the visitor on completing the transaction

Page 34: 5 Actionable Tactics to Increase Ecommerce Sales

Talk to us on Twitter

@wingify