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Conversion Hacking 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business Ometria breakfast seminar – 4 th June 2014 Dr. Mike Baxter

description

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

Transcript of Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria...

Page 1: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

Conversion Hacking10 Things You Can Start Tomorrow To Accelerate Your

Ecommerce Business

Ometria breakfast seminar – 4th June 2014Dr. Mike Baxter

Page 2: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData

DATA. ACTION. PROFIT.OMETRIA – THE ALL-IN-ONE INTELLIGENCE SOLUTION

Page 3: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

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

Page 4: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

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 customer’s questions before they have asked

Page 5: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

Ometria - The All-In-One Ecommerce Intelligence Solution http://www.ometria.com - @OmetriaData

Hack #1

Do More with Drop-Downs

Page 6: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

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

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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

Page 8: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

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 = 82page-views = 1239conversion = 7%

purchases = 103page-views = 894conversion = 12%

purchases = 47page-views = 349conversion = 13%

Position 1st Position 2nd Position 3rd

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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

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

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, don’t 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

Page 11: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

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 don’t 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, don’t distract them with lots of links to other parts of your site

Hack #5

Quarantine Checkout

Page 12: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

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

Page 13: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

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

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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

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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

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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 emails2. 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’

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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

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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

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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 …

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Conversion Hacking10 Things You Can Start Tomorrow To Accelerate Your

Ecommerce Business

How Ometria Can HelpIvan Mazour

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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

Page 22: Conversion Hacking: 10 Things You Can Start Tomorrow To Accelerate Your Ecommerce Business | Ometria Breakfast Seminar

Conversion Hacking10 Things You Can Start Tomorrow To Accelerate Your

Ecommerce Business

Ometria breakfast seminar – 4th June 2014Dr. Mike Baxter