Conversion Engineering: Tiny Tweaks Can Bring in Huge Rewards. Adam Morris Redstage Networks

Transcription

1 Conversion Engineering: Tiny Tweaks Can Bring in Huge Rewards Adam Morris Redstage Networks

2 Who am I? An introduction to Redstage Redstage is a leading ecommerce solutions agency. Working with Magento sites for over 3 years over 200 sites Redstage helps clients who want to Design Build Integrate Grow Support Introduction

3 Webinar Takeways: See the top tweaks that can increase sales Learn the terminology that the pros use Understand the next steps to increase your conversion rate Consider these as theories that need to be proven All sites are different and are likely to be unconventional in many attributes Takeaways

4 Internet Marketing: Attracting traffic <-> Converting to buyers To put it another way B = V C O L Where B = Total Business Potential V = Visitors (unique) C = Conversion Rate (Transactions / Uvs) O = Average Order Value (aka dollars per sale) L = loyalty rate (the degree to which customers return to conduct repeat business) Intro (cont d)

5 E-commerce sites must support known-item purchases; category research, where users identify and buy products that best match their needs; bargain-hunting; and browsing for inspiration. Behavior Types

6 With that in mind, let s discuss some of the top concepts for conversion enhancement Foveal View Colors Trust Logos Social Proof About Us / USP Loyalty Programs Site Speed Signage Lifestyle Photography Other Product Page Tips Other Tidbits Concepts in Focus

7 What is it Scanning vs processing Low res vs High res Wider than tall to match eyesight Foveal View

8 Foveal View (cont d)

9 Category Chunking (7 or less items) Foveal View Cont d

10 No real consensus among test results Overall, colors inspire different emotions Ex. Green = calm, easy on the eyes Pattern Interrupt using a color outside of overall color palette to draw attention Colors

11 Toll Free Number, Live Chat McAfee Secure Verisign/Comodo (SSL) BBB CC Logos UPS/FEDEX/USPS TRUSTe (or other privacy) Trust Logos

12 It s not what you say about you; it s what others say about you Reviews Testimonials Crowdsource upsells People who bought this also bought People who viewed this also viewed Can backfire: lack of social interaction Social Proof

13 All about TRUST users often wonder who's behind a Web-based service, how it's funded, and whether it's credible Jakob Nielsen Tagline on the homepage. Tell the customer why they are on your site immediately About Us

14 About Us Cont d Summary: Offer a bit more detail in the first 1-2 paragraphs including main accomplishments Fact sheet: Bulleted list including key points and other essential facts. Detailed information: Including links to additional pages for those who want to dig deeper

15 According to Jakob Nielsen study, about 2/3rds of visitors to a site from search end up doing business elsewhere 71% did business when going to a preferred site directly Customer Service Points and Rewards programs (Magento Enterprise native) Loyalty Programs

16 .1 seconds thought as instant. Users have full control of their interactions 1 second thought as seemless. Users sense a computer is at work, but overall feel in control >1 second holds attention to a trigger point where users will leave immediately Will see diminishing returns as investment increases Site Speed

17 Shopping Autopilot Shoppers should be able to navigate with their subconscious rather than making conscious decisions Show headings Checkout process steps Clearly show entire process Signage

18 Lifestyle photos means shots that show the product in use or in a real world setting A bookcase in an actual living room or clothing on a model walking down an actual street Real people better than fake stock photo people Additional product views and adequate enlargement when requested Lifestyle Photography

19 What s the first thing that a buyer sees on a product page? The Price! Price, Photo, Add to Cart all above fold and grouped closely together Video can double conversion rate on a product page In stock Availability: By this now and it ships on Other Product Page Tips

20 Links should look like links, clickable things should invoke a hand icon Free Shipping Section that identifies sales and specials Shopping cart abandonment and recovery (ex. Listrak) Live Chat Multiple payment options Search (ex. Celebros) Proper Filtering Other Tidbits

21 Remember, these are guidelines and generalities All sites are different and are likely to be unconventional in many attributes Consider these as theories that need to be proven Use A/B testing software (Optimizely, Visual Website Optimizer) Clicktale Usertesting.com Recent client was able to increase conversion rate from 7% to just under 15% Closing

22 Q & A Contact Info Adam Morris amorris@redstage.com Redstage helps clients who want to Design Build Integrate Grow Support Redstage Contact Info info@redstage.com