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Are you looking to increase e-commerce sales without pouring more money into driving traffic to your website? Is your e-commerce website not turning visitors into customers, and you're not sure why? In this class, you'll discover design factors that make it easier for customers to purchase, what works in terms of cross-selling and up-selling, and much more. You'll walk away with usable advice to drive more sales immediately or build into your future e-commerce strategies.
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10 Strategiesfor E-Commerce Success
Digital AtlantaNovember 8, 2011
10 Strategiesfor E-Commerce Success
Digital AtlantaNovember 8, 2011
1Know Your Metrics
Goals and Goal Funnels
E-Commerce Tracking
E-Commerce Tracking
Site Search
Know Your Metrics
• Goal FunnelWhere are people leaving? Where did they go?
• E-Commerce TrackingAll Traffic Sources, sorted by conversion rate
• Site SearchSearch terms, sorted by % Search exits
2Slow Costs Money
With every 100ms increase inyour website’s load time,sales can decrease by 1%
Source: Kohavi and Longbotham 2007
With every 100ms increase in your website’s load time,
sales can decrease by 1%
Source: Kohavi and Longbotham 2007
414 Kb 45 Kb
Photo Credit: johnrudolphmueller
Slow Costs Money• Optimize Images
Use “Save for Web”, Yahoo Smush.it
• Reduce HTTP RequestsUse CSS Sprites, Combine JavaScript & CSS files, Remove unnecessary images/scripts
• Use CompressionServer-side compression, Compressed libraries
3Customize the User Experience
Customizations
• First Time Visitors
• Geographic Location
• Search Queries
• Visitor Behavior
4Remove Barriers to Ordering
Remove Barriers
• Show Shipping Costs EarlyEspecially if offering free shipping
• Simplify the Order ProcessOne page checkoutRegistration not required
• Look at Error Text & VerbiageExplain errors in plain EnglishShow what and where to correct
• Provide a Phone Number
5Build Trust
Remove Barriers
• Supporting InformationGuarantee & Returns InformationProminent Phone Number
• Social ProofCustomer Testimonials & Reviews
• Third Party EndorsementsBBB, McAfee Secure, SSL SealCredit Card logos, Shipping logos
6Customers Know Best
Comers Know Best
• Survey Real Customers
• UserTesting.com
• CrazyEgg
• Analytics
7Strip the Cart
Strip the Cart
• “Best Practices”
• Listen to Your Customers
• Let the Data Speak for Itself
8Strategic Follow-ups
9Ignore My Advice!
10Test, Test,TEST!
Test, Test, Test!
• Use Website Testing SoftwareGoogle Website OptimizerVisual Website Optimizer
• Run One Test at a TimeIn each section
• Don’t Test Too Many Variations
Recap1. Know your Metrics2. Slow Costs Money3. Customize the Experience4. Remove barriers to ordering5. Build Trust / Provide social proof6. Customers know best7. Strip down the cart8. Strategically follow-up9. Ignore my advice!10. TEST, TEST, TEST
Get In Touch
Web: www.kelseyads.com
Email: brandon.eley@kelseyads.com
Twitter: @beley
Slides: www.brandoneley.com
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