Converting visitors into sales. How to reach that goal.

Timisoara, 2013

Promodo at a Glance

Speakers

Marina RyashchikovaHead of usability/UX department

Paul RyazanovDirector of business development

•Usability audit

• Statistics: Google Analytics and heatmaps

• Redesign process

• A/B testing

• Results

• Tips&Tricks

•Questions and Answers

Workshop plan

Checkout in real life

90% of reason why customers drop off during checkout is a complete fail of usability.

90% of reason why customers drop off during checkout is a complete fail of usability.

Usability audit: UI & UX

Project to analyze

1993

30 offline stores7000 models — 40 brands

Wholesale and retail

Project to analyze

CheckoutProduct page

Listing

Home page

Spread out navigation

Usability Audit: Home page

Ugly photos

Overloaded with non-relevant content

Brand logos are missing

Shopping cart is missing

Too much of plain text

Usability Audit: Home page

Usability Audit: Listing

Products under fold line

Subcategories, but no filters

Sorting is missing

Ugly photos;

Call-to-action is missing;

No ability to compare

watches.

Usability Audit: Product page

Extra elements

Only one small photo

How to pay? How it will be delivered?

Too little information about technical characteristics, description

No similar models

Usability Audit: Checkout

No call-to-action;

CAPTCHA;

No ability to buy several

products.

We provided:

Problems in user interface

Low level of conversion rate

High level of bounce rate on landing pages

UI/UX audit

Heatmaps overview

Analysis of Google analytics statistics

We found out:

Statistics tools

If you can’t track it — you can’t improve it. Start with analytics first.

If you can’t track it — you can’t improve it. Start with analytics first.

Google Analytics

Heatmaps

http://www.google.com/analytics/

http://metrica.yandex.com/

Heatmaps: homepage

Search

Popular categories

Heatmaps: listing

Duplicates of brands

Popular sorting parameters

Popular filters in the bottom of the screen

Heatmaps: product page

Characteristics

Photos

Credit purchase

Analytics: why do you need it?

How much does attracted visitor cost you?

Visitors from what regions buy more products?

What product categories are best selling?

What product categories produce more revenue?

Just a tool that collects data and prepare reports

Data Reports Analytics

What you do need in Google analytics

E-commerce

Goals

Bounce rate

Bounce Rate: KissMetrics statistics

Source and bounce rate

Landing pages and bounce rate

Google Analytics: set-up goals

Google Analytics: set-up goals

Goals overview

Google Analytics: set-up e-commerce

E-commerce overview

KPI: segment all your data

Segment conversion rate:1. By categories

2. By region

3. By traffic sources

Customize dashboard

Customize dashboard

Site search

Redesign it Goal: +20% to conversion rate

90% of usability issues due to inappropriate design process. Many designers missed that prototyping is a critical step.

90% of usability issues due to inappropriate design process. Many designers missed that prototyping is a critical step.

Home page: before and after

Revised navigation

New home page

Trustful brands

Highlight top categories

Top products

News and articles

Search box

Contact information

and more

Listing: before and after

New listing

Sorting

Interactive product card, big photos

Labels for new arrivals, sales, etc.

Comparison

Filters

Product page: before and after

New product pageProduct card:— big photo;— call-to-action near the price;— info about payment and delivery;— interesting facts about this product;— brand logo.

Technical details

Similar watches

Reviews

$ 1M for 8.43%

New cart

Call-to-action

Accessories

Product name, manufacturer, warranty and price

Checkout: before and after

New checkout

Products that you are buying

Accessories, deals, etc.

Only really necessary fields

Call-to-action

A/B testing

In God we trust. Everything else we test.In God we trust. Everything else we test.

Set-up A/B test: step 1

Set-up A/B test: step 2

Set-up A/B test: step 3

Set-up A/B test: step 3

Set-up A/B test: step 3

Set-up A/B test: step 4

A/B test results

What things to test

Calls to action: text, color, size

Images, banners

Checkout steps

Product pages

Headers, texts

Redesign results

One simple change which takes only few minute to apply might significantly improve your conversions up to 100% and beyond.

One simple change which takes only few minute to apply might significantly improve your conversions up to 100% and beyond.

Conversion rate

Bounce rate

Redesign results

Conversion rate for non-paid Search Traffic: + 171.92%

Conversion rate for returning visitors: + 218.72%

Conversion rate for new visitors: + 65.17%

Bounce Rate: - 5.69%

Tips&Tricks

90% of developers don't follow design guides, but more than 90% designers don’t care about conversion rates.

90% of developers don't follow design guides, but more than 90% designers don’t care about conversion rates.

Mobile version

Recently viewed products

Email marketing

Email marketing

Sexy photos

Text that sell your productsEmotional

Human oriented, not only

SEO

No mistakes

Page load time

Experiments at Amazon.com showed that every 100-ms increase in the page load time decreased sales by 1 percent.

Similar work at Google revealed that a 500-ms increase in the search results display time reduced revenue by 20 percent

One step checkout

Unexpected presents

Beautiful package

Personal letter in the order

Some sweeties as a gift

Sell the dream

promodo.com/blog

twitter.com/promodo_en

Bryan Eisenberg — bryaneisenberg.com

Tim Ash — sitetuners.com

Avinash Kaushik — kaushik.net

We recommend

Thank you!

Paul RyazanovDirector of business development at Promodo

Marina RyashchikovaHead of usability/UX department at Promodo

Questions, please.

Speakers from

e-mail: p.ryazanov@promodo.comSkype: pavel.ryazanov

e-mail: m.ryashchikova@promodo.ruSkype: aniramus