OPTIMISING CONVERSION IN A GLOBAL ECOMMERCE

Transcription

1 OPTIMISING CONVERSION IN A GLOBAL ECOMMERCE ECONOMY

2 SHOPPING ISN T SOMEWHERE YOU GO

3 SHOPPING IS SOMETHING YOU DO

4 CONSUMERS INCREASINGLY WANT TO BE ABLE TO SHOP ANYTIME ON ANY DEVICE USING APPS OR MOBILE WEB

5 I M SHOPPING FOR Smart phones Tablets Desktops I M IN-STORE COMPARING PRICES, READING REVIEWS I M SITTING RELAXING ON THE SOFA BROWSING THE INTERNET I M ON MY LUNCH BREAK AND WANT TO CHECK QUICKLY

6 MULTI-DEVICE SHOPPING Desktops WHILE THE INITIAL EXPERIENCE MIGHT START ON A DESKTOP COMPUTER, A SHOPPER WILL CHECK ON PRICES, LOCATION OR REVIEWS THROUGHOUT THE DAY ON THEIR MOBILE PHONE, AND THEN FINISH THE TRANSACTION IN-STORE OR ARRANGE FOR DELIVERY IN FRONT OF THE TELEVISION ON A TABLET.

7 OPTIMISING CONVERSION

8 WITH EVER ADVANCING TECHNOLOGY AND COMPETITION ON THE INTERNET IT IS IMPORTANT TO KEEP YOUR E-COMMERCE PLATFORM UP TO DATE.

9 SO LET S LOOK AT OPTIMISING YOUR CALL-TO-ACTION

10 WEBSITE OPTIMISATION

11 CALL TO ACTION / WEBSITE OPTIMISATION / LANDING PAGE MANAGE WHAT YOUR CUSTOMERS SEE FIRST

12 CALL TO ACTION / WEBSITE OPTIMISATION / RESPONSIVE MAKE SURE THE SITE WORKS ON ALL BROWSERS AND DEVICES

13 CALL TO ACTION / WEBSITE OPTIMISATION / RESPONSIVE THE URGE OR NEED TO SHOP ONLINE COULD STRIKE AT ANY MOMENT. HAVING A ECOMMERCE SITE THAT WORKS ON ALL BROWSERS AND DEVICES IS YOUR BEST DEFENCE AGAINST LOSING A SALE FROM OTHERWISE READY, WILLING AND ABLE SHOPPERS

14 CALL TO ACTION / WEBSITE OPTIMISATION / SEARCH HAVE A CLEAR SEARCH FIELD AT THE TOP OF YOUR SITE SEARCH SEARCH SEARCH

15 CALL TO ACTION / WEBSITE OPTIMISATION / VALUE PROPOSITIONS DISPLAY ANY SPECIALS, PROMOTIONS OR FREE SHIPPING OPTIONS 50% OFF 50% OFF 50% OFF

16 CALL TO ACTION / WEBSITE OPTIMISATION / STORE FINDER A STORE FINDER IF NECESSARY

17 CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT PAGES PRODUCT PAGES

18 CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT PAGES YOU NEED CLEAR INFORMATION ON EACH PAGE, ALONG WITH RELEVANT TOOLS, GUIDES AND MEDIA TO PUSH PEOPLE TO BUY THE PRODUCTS.

19 CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT PAGES

20 CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT PAGES CLEAR CALL-TO-ACTIONS CUSTOMER REVIEWS AND RATINGS FOR EACH E-COMMERCE PRODUCT PROVIDE PRODUCT IMAGES WITH ZOOM-IN FUNCTIONALITY ITEM INFORMATION AND SPECS A FIELD TO CHANGE PURCHASE QUANTITIES INCLUDE AN OPTIMISED PRODUCT TITLE AN ADD-TO-CART BUTTON ON EACH PRODUCT PAGE PRICING INFORMATION WITH POTENTIAL SALES OR DISCOUNTS THE AVAILABILITY OF EACH PRODUCT TO SHOW SCARCITY AND PUSH PEOPLE TO BUY.

21 CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT PAGES SHIPPING AND TAX CALCULATIONS ON THE PRODUCT PAGES AVAILABLE SIZES AND A SIZING GUIDE IF NEEDED AN ADD TO WISH LIST BUTTON ON EACH PRODUCT PAGE DEALS FOR PEOPLE WHO PURCHASE MULTIPLE RELATED ITEMS TOGETHER USE PROFESSIONAL-GRADE PICTURES, VIDEOS AND REVIEWS A BANNER THAT STATES IF A PRODUCT IS SOLD OUT *ADD TO WISHLIST MAKE SURE THE PRODUCT PAGES LOAD UP JUST AS FAST AS YOUR HOMEPAGE EXPLAIN UNIQUE FEATURES AND WHAT MAKES YOUR PRODUCT STAND OUT FROM COMPETITORS INCLUDE KEYWORDS ON EACH E-COMMERCE PRODUCT PAGE TO IMPROVE SEARCH ENGINE RANKINGS MINIMISE CLUTTER SO THE PURCHASE PROCESS DOESN T LOOK INTIMIDATING

22 CALL TO ACTION / WEBSITE OPTIMISATION / CHECKOUT CHECKOUT, SHOPPING CART AND WISH LIST

23 CALL TO ACTION / WEBSITE OPTIMISATION / CHECKOUT THIS IS THE BREAD AND BUTTER OF YOUR E-COMMERCE SITE, SO USE THE SHOPPING CART AND CUSTOMER CHECKOUT AREA TO REALLY SHINE BY PUSHING PRODUCTS AND WALKING CUSTOMERS THROUGH THE PROCESS QUICKLY.

24 CALL TO ACTION / WEBSITE OPTIMISATION / CHECKOUT

25 CALL TO ACTION / WEBSITE OPTIMISATION / CHECKOUT DON T MAKE THE PERSON CREATE AN ACCOUNT UNTIL AFTER PLACING ORDER OFFER GUEST CHECK-OUT (25% LOSS) ACCEPT ALL PAYMENT METHODS OFFER LOW SHIPPING COSTS - BEST IS FREE SHIPPING MAKE THE CHECKOUT VISUAL WITH FUN IMAGES ADD CHECKOUT BUTTONS ON THE TOP AND BOTTOM OF YOUR PAGES MAKE SURE THE SECURITY AND PAYMENT SEALS ARE MOST PROMINENT DURING CHECKOUT ASK PEOPLE TO CONTINUE SHOPPING AFTER MAKING A PURCHASE ALLOW PEOPLE TO SAVE THEIR CART TO A WISH LIST FOR LATER SUGGEST WISH LIST ITEMS TO UP-SELL DURING CHECKOUT

26 CALL TO ACTION / WEBSITE OPTIMISATION / CHECKOUT REFRAIN FROM ASKING FOR A SURVEY RESPONSE AFTER CHECKOUT TRY FREE SHIPPING WHEN THEY SPEND A CERTAIN AMOUNT OFFER MULTIPLE SHIPPING METHODS INCLUDE AN AREA TO PUNCH IN PROMO CODES SHOW PEOPLE HOW MUCH THEY SAVED DURING CHECKOUT SHOW THE APPROXIMATE SHIPPING DATE AND TIME IF SELLING DIGITAL DOWNLOADS, EXPLAIN HOW THEY RECEIVE THE PRODUCT BE OPEN ABOUT WHAT YOU USE THEIR PERSONAL INFORMATION FOR OFFER A SAMPLE IF THEY ARE HESITANT ABOUT BUYING IF YOU SELL HIGH PRICED ITEMS, OFFER FINANCING OPTIONS LIKE PAYMENT INSTALMENTS TEST THE CHECKOUT PROCESS TO SEE IF IT WORKS!

27 AFTER THE SALE

28 AFTER THE SALE A RECEIPT WITH THE PRICE A PICTURE OF THE ITEM INCLUDE LINKS TO THE PRODUCT, SITE, SUPPORT AND RELATED PRODUCT SUGGESTIONS. ASK FOR A REVIEW OFFER A DISCOUNT CODE IF THEY HAVEN T ORDERED AGAIN AFTER A FEW MONTHS SEND A PROMOTION FOR ABANDONED CARTS THANK THEM FOR THEIR PURCHASE SHOW WHERE THE PRODUCT WAS SENT TO HAVE AN OPTION TO CANCEL THE ORDER A LINK TO TRACK SHIPPING THE ORDER NUMBER AND A LINK TO RETURN INSTRUCTIONS

29 April May June July April May June July April May June July CALL TO ACTION / WEBSITE OPTIMISATION / PRODUCT PAGE TESTS SIMPLE ECOMMERCE PRODUCT PAGE TESTS

30 CASE STUDY #1 SOCIAL PROOF DILEMMA

31 CASE STUDY #1 / SOCIAL PROOF DILEMMA SOCIAL PROOF HELPS TO IMPROVE CONVERSIONS. THIS IS WHY MANY OF YOU HAVE SOCIAL SHARING BUTTONS ON YOUR PRODUCT PAGES. RIGHT? IF SO MANY PEOPLE ARE DOING IT, IT MUST BE RIGHT, YOU THINK.

32 CASE STUDY #1 / SOCIAL PROOF DILEMMA THEY COMPETE WITH THE MAIN CONVERSION GOAL OF THE PAGE (I.E., ADDING ITEMS TO CART) AND DISTRACT VISITORS FROM IT. UNLESS IT S SOMETHING EXCEPTIONALLY COOL OR EXCLUSIVE, NOT MANY PEOPLE LIKE SHARING A PRODUCT. THEY SOMETIMES INCREASE YOUR PAGE LOAD TIMES. FACEBOOK LIKE BUTTON WAS ADDING 1.3 SECONDS TO PAGE LOAD TIME. (TO SUPPORT THIS WITH SOME DATA, EVERY SECOND OF DELAY IN PAGE LOAD TIME CAN REDUCE CONVERSION BY 7%.)

33 CASE STUDY #2 PRODUCT PAGE TEST

34 CASE STUDY #2 / PRICE OR AUTHENTICITY WHICH MATTERS MORE PRICE OR AUTHENTICITY?

35 CASE STUDY #2 / PRICE OR AUTHENTICITY CURIOUS TO KNOW WHICH VERSION WON?

36 CASE STUDY #2 / PRICE OR AUTHENTICITY THE VERSION WITH THE AUTHENTICITY BADGE INCREASED ONLINE SALES BY 107%

37 CASE STUDY #2 / PRICE OR AUTHENTICITY TAKEAWAY A SUCCESSFUL TESTING MINDSET GOES BEYOND CELEBRATING THE HIGHS AND LOWS OF TEST OUTCOMES. CREATE TESTS THAT GIVE YOU A CLEAR CUSTOMER LESSON. THEY WILL GIVE YOU THE MOST IMPACTFUL KEYS TO UNLOCK THE SUCCESS OF YOUR OVERALL MARKETING MESSAGING. IF YOUR WEBSITE DEALS WITH BRANDED PRODUCTS, DON T SHY AWAY FROM STEALING THIS TEST IDEA. PRICE VS. AUTHENTICITY / GIVE IT A SHOT!

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39 MOBILE AND APPS

40 NOTHING GETS YOU CLOSER TO YOUR CONSUMERS THAN MOBILE

41 PEOPLE LITERALLY TAKE THEIR MOBILE PHONES WITH THEM EVERYWHERE

42 WHERE ARE PEOPLE USING MOBILE DEVICES? HOME WORK SHOPPING THE LOO 93% 62% 69% 39% Source: The myth of Mobile Context

43 COMMON MYTHS ABOUT MOBILE CONTEXT Source: Seven Deadly Mobile Myths

44 MYTH 1 MOBILE USERS ARE RUSHED AND DISTRACTED

45 DO THEY LOOK RUSHED? Source: Seven Deadly Mobile Myths

46 MYTH 2 MOBILE IS LESS

47 If you click a link or type a URL, you should get the content you requested Brad Frost

48 Source: WTF Mobile Web

49 if there s one thing I ve learned in observing people on their mobile devices, it s that they ll do anything on mobile if they have the need / Luke Wroblewski Source: Mobile Context Revisited

50 MYTH 2 MOBILE IS ALL ABOUT APPS

51 TO APP OR NOT TO APP?

52 APP DOWNLOADS MOBILE VISITS

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