Optimizing Your E-commerce Site: What Not to Do and Why
-
Upload
optimizely -
Category
Technology
-
view
103 -
download
0
description
Transcript of Optimizing Your E-commerce Site: What Not to Do and Why
![Page 1: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/1.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
Optimizing E-commerce Sites:What Not to Do and Why
WEBINAR
August 14, 2013
![Page 2: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/2.jpg)
Ecommerce: The Good, the Bad, and the Ugly
Luke R. DiazCustomer Account ExecutiveCustomer Success
Copyright © 2013, Optimizely, Inc. – All Rights Reserved.
![Page 3: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/3.jpg)
Ecommerce: The Good, the Bad, and the Ugly
“UGLY & BAD” DESIGN
1. Burning hours on the “perfect” design2. Moving something familiar3. Homepage guesswork
“UGLY & BAD” TESTING
4. Obsessing over your homepage hero (and not tracking Purchase Conversion)
5. Not all stages of the funnel are measured6. Purchase CTA removed
![Page 4: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/4.jpg)
“UGLY & BAD” DESIGN
![Page 5: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/5.jpg)
1. Burning hours on the “perfect” design
![Page 6: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/6.jpg)
2. Moving something familiar
BEFORE
AFTER
Result: -92.3% drop in clicks!
![Page 7: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/7.jpg)
3. Homepage guesswork
Problems: - I am not a girl - I don’t live in Sacramento (or nearby) - I don’t wear pink silicon watches
![Page 8: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/8.jpg)
“UGLY & BAD” TESTING
![Page 9: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/9.jpg)
1. Obsessing over your homepage hero
(and not tracking Purchase Conversion downstream)
![Page 10: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/10.jpg)
1. Obsessing over your homepage hero
Time spent on hero:
2 weeks 50+ man hours
Time spent tracking conversion:
None
![Page 11: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/11.jpg)
2. Not tracking all stages in the funnel
Homepage CTR
Search Product page Add to cart Share tools☐ Conversion !
Added a share tools widget
![Page 12: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/12.jpg)
3. Purchase CTA removed
3rd party hosted image Disappeared!
![Page 13: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/13.jpg)
Ecommerce: The Good, the Bad, and the Ugly
“UGLY & BAD” DESIGN
1. Burning hours on the “perfect” design2. Moving something familiar3. Homepage guesswork
“UGLY & BAD” TESTING
4. Obsessing over your homepage hero (and not tracking Purchase Conversion)
5. Not all stages of the funnel are measured6. Purchase CTA removed
![Page 14: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/14.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
• Landing page reviews & best-practices website redesigns
• Landing page test plans
• Strategic mentoring and training
• More than 1200 clients since 2002
About SiteTuners
![Page 15: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/15.jpg)
Ecommerce Best Practices
![Page 16: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/16.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
1. Beating The Big Drum
2. Using Technological Gimmicks
3. Unclear Call-to-action
4. Lack of Trust
5. Too Many Choices
6. Visual Distractions
7. Having Multiple Personalities
“Ugly & Bad” Things To Avoid
![Page 17: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/17.jpg)
Beating The Big Drum
1
![Page 18: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/18.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
![Page 19: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/19.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
![Page 20: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/20.jpg)
![Page 21: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/21.jpg)
Men
TITLE PAGE I.D.
Home Page 1
DATE VERSION
4/09/10 V.1
Copyright 2010, Ed HardyFooter Menu (TBD)
No. ELEMENT TYPE DESCRIPTION
1
2
3
4
5
6
7
8
9
10
11
12
NOTE
Home | Men | Women | Kids | New Arrivals | VIP Club
Image
LOGOEdHardyShop.com
New Arrivals
The Official Store
Home
1-800-ED-HARDY
Policies | Track Order | Store Locator | Cart
Women
Kids
SEARCH
New Arrivals
VIP Club
FREE NEWSLETTERExclusive Offers
Sign Up
Image
Men
About
The Official Ed Hardy Store
Image Image Image
Image
Women
Image
Kids
you are here: home
![Page 22: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/22.jpg)
![Page 23: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/23.jpg)
![Page 24: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/24.jpg)
Using Technological Gimmicks
2
![Page 25: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/25.jpg)
![Page 26: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/26.jpg)
![Page 27: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/27.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
3Unclear Call-to-
action
![Page 28: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/28.jpg)
![Page 29: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/29.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
Before
![Page 30: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/30.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
After
![Page 31: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/31.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
Before
![Page 32: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/32.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
After
![Page 33: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/33.jpg)
Lack of Trust
4
![Page 34: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/34.jpg)
![Page 35: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/35.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
![Page 36: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/36.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
![Page 37: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/37.jpg)
![Page 38: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/38.jpg)
5Too Many Choices
![Page 39: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/39.jpg)
146 clickable links!
![Page 40: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/40.jpg)
![Page 41: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/41.jpg)
Visual Distractions
6
![Page 42: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/42.jpg)
![Page 43: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/43.jpg)
![Page 44: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/44.jpg)
Having Multiple Personalities
7
![Page 45: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/45.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
![Page 46: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/46.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
![Page 47: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/47.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
![Page 48: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/48.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
![Page 49: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/49.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
![Page 50: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/50.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
1. Beating The Big Drum
2. Using Technological Gimmicks
3. Unclear Call-to-action
4. Lack of Trust
5. Too Many Choices
6. Visual Distractions
7. Having Multiple Personalities
Summary
![Page 51: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/51.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
Take off the Rose Colored Glasses
![Page 52: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/52.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
Get to work
![Page 53: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/53.jpg)
A/B Testing Book
Get a free chapter of:
A/B Testing: The Most Powerful Way to Turn Clicks into Customers
Chapter 3: Seek the Global Maximum
pages.optimizely.com/book
![Page 54: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/54.jpg)
“The Conversion Conference was like taking 4 years of advanced study in two days”
- SF Attendee
Learn, Grow and Profit from the Secrets of the Highest Converting Websites
Mobile conversions Optimizing video CRO case studies Psychology & design
Landing page best practices Behavior-based personalization UsabilityAnd much more!
Save $200 on Registration with Promocode OPTST
www.ConversionConference.com
![Page 55: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/55.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
Express Review - Special Offer - $100-off
• 45 or 90-min interactive review of landing page or website
• Video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of page
http://Express-Review.com – Starting at only $699
First 5 reviews will be discounted by $100
(mention “UGLY WEBINAR” after you buy by August 23)
![Page 56: Optimizing Your E-commerce Site: What Not to Do and Why](https://reader036.fdocuments.in/reader036/viewer/2022062617/54c6336e4a7959c9388b459f/html5/thumbnails/56.jpg)
Copyright © 2012, SiteTuners - All Rights Reserved.
Q&A and Contact Info
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1