Are you ready for ecommerce? 5 Tips & Tricks for growing online sales!

http://ECOMpedia.ro

http://twitter.com/ltaloi

http://www.linkedin.com/in/LiviuTaloi

http://facebook.com/ltaloi/

Are you ready for e-commerce?

5 Tips & Tricks pentru cresterea vanzarilor online

(usability)

Google Partners Connect

04 noiembrie 2014

Lumea SEO PPC

24 noiembrie 2014

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Agenda

3 metode de a creste cifra de afaceri

5 Tips & Tricks pentru cresterea ratei de conversie

Supercalifragilisticexpialidocious

ECOMpedia – o resursa pentru cei care vor sa invete

ECOMpedia Pentru Toti – consultanta gratuita

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LiviuTaloi.ro - timeline

• 1994-1995 webmaster guild, online marketing

• 2004-2006 @ eMAG.ro • 2005, consultant independent• 2012, August – ECOMpedia.ro

• +100 magazine online, +10 lideri in nisa lor

• training-uri, webinarii, workshop-uri …

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Ecuatia Comertului Electronic

Trafic x Rata de Conversie x Comanda Medie

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http://facebook.com/ltaloi/ 6

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1. USP / UVP barbara cu diferentiatori

• Publicarea diferentiatorilor magazinului cel putin in homepage (USP -unique selling proposition & UVP - unique value proposition) recomandat pe toate paginile, undeva in header

• Una din cele mai importante intrebari "de ce ar cumpara clientii de la magazinul meu online?“. Prin ce se diferentiaza acest magazin online de altele din aceeasi nisa?

http://ECOMpedia.ro

1. USP / UVP barbara cu diferentiatori

• De ce ar cumpara clientii de la magazinul meu online?

• Programare: continut dinamic in USP Bar. Follow the scent!

• Social Proof!

http://ECOMpedia.ro

2. Culoarea de actiunedirectionarea atentiei prin culoare

• Se recomanda utilizarea unei singure culori pentru butoaneleprincipale de actiune, in contrast cu restul de culori folosite majoritarin site

• Pentru a evidentia butoanele de actiune care conduc utilizatorul sprecumparare

• Culoarea de actiune cat mai putin folosita si sa "rimeze" cu sigla, safie o culoare din paleta de culori a siglei

http://ECOMpedia.ro

2. Culoarea de actiunedirectionarea atentiei prin culoare

• Testul cu blur

• Prea multe culori strica (atentie la contrast)

• Conteaza foarte mult amplasarea butoanelor de actiune

http://ECOMpedia.ro

3. Layout clasic, header clasicamplasarea butoanelor in header

• Uzantele generale, bunele practici, ne spun ca anumite butoane cum ar fi search-ul, cosul prescurtat, contul si linkul de suport/ajutor se gasesc in partea dreapta sus

• Pe sigla in stanga sus avem linkul "back-to-home“

• 95% din timpul unui vizitator al site-ului analizat este petrecut pe altesite-uri de ecommerce, unde se formeaza obiceiurile de vizitare.

http://ECOMpedia.ro

http://www.liviutaloi.ro/studiu-usability/rezultate.php

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3. Layout clasic, header clasicamplasarea butoanelor in header

• Cont, cos, help, contact – dreapta sus

• Pe un meniu de navigare orizontal cele mai vizibile sunt prima siultima zona

• Obiceiurile de navigare se formeaza pe alte site-uri, nu pe al vostru

http://ECOMpedia.ro

• Am mai vorbit de culoarea de actiune. Acum o sa vedem ce inseamnaliniile de forta, cum ochiul priveste intr-o anumita ordine si sta un anumit timp pe un obiect din pagina.

• Simulare de eye-tracking, calcul matematic

4. Adauga in coslinii de forta, linii in design, directionarea utilizatorului

http://ECOMpedia.ro

• liniile de forta, directionarea privirii userului prin culoare si contrast

• Teste de usability, daca se poate cu eye-tracking

4. Adauga in coslinii de forta, desing, directionare

http://ECOMpedia.ro

• BAC = beneficii, avantaje, caracteristici

• Nu presupuneti ca utilizatorii vor stii sa interpreteze toateprescurtarile folosite in jargonul profesional

5. Descriere comerciala completaBAC, evitarea jargonului profesional

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• BAC = beneficii, avantaje, caracteristici

• Nu uitati sa prezentati o poveste acolo la descriere, mai ales dacavindeti cadouri sau produse cu o incarcatura emotionala mai mare.

5. Descriere comerciala completaBAC, evitarea jargonului profesional

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Cel mai BUN magazin online?

• Este atractiv (DESIGN)

• Este USOR de folosit (USABILITY)

• Are un marketing SMART

• Are o politica de preturi buna

•Customer Oriented (Zappos, Apple)

• Are cea mai mare C$FRA DE AFACER$• supercalifragilisticexpialidocious

http://ECOMpedia.ro

• Filme

• (High Quality) How to use Fashionista - The New Webcam Social Shopperhttps://www.youtube.com/watch?v=ZnBcqV9POkY

• https://www.lush.co.uk/products/emotional-brillianceLUSH.com - 2014-08-23_15-50-22.avi

supercalifragilisticexpialidocios

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Nu ai avut timp sa pui intrebari?Ai avut mai multe intrebari pe lista?

Intra acum pe ECOMpedia.rosi pune intrebarea la care vrei raspuns

usability, marketing, analytics, e-commerce

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ECOMpedia Pentru TotiPorti Deschise Permanentconsultanta gratuita (live sau skype)

in fiecare MARTI, de la ora 14:00 la ora 18:00

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Multumesc!Daca vreti prezentarea astept un email.

• http://LiviuTaloi.ro

• Liviu.Taloi@SiteAudit.ro; Liviu@LiviuTaloi.ro

• I am active on Twitter, Facebook, G+ etc.

ECOMpedia.rohttp://twitter.com/ltaloi

http://www.facebook.com/ltaloi

http://slideshare.net/ltaloi/

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About Liviu TALOI• Liviu Taloi was part of the team who worked for the most powerful Romanian online store – eMag.ro

during the first years of existence, where he was a PR Manager for 3 years.

• Since 2005-2006, Taloi founded the company WebAudit specialized in providing consultancy in electronic-commerce for Romanian online shops. As a consultant, Taloi was practically a Project Manager for each client, his main activities regarding: analyzing and solving usability and functionality problems, growing and optimizing conversion rate, testing consumers behavior with website optimizer tools, administrating all the departments of an online shop and creating online advertising/marketing campaigns, measuring the return of investment and other KPI’s.

• Together with Andrei Radu, Liviu Taloi developed the methodology and organized the usability tests for Romanian eCommerce Awards Festival (GPeC) since 2007 until now (first ones held in Romania). Based on international standards, the purpose of usability tests was to identify main problems faced by regular users when they are trying to buy something online.

• In the last years, Liviu Taloi offered consultancy to more than 100 Romanian online shops. Most of them are now leaders on their market niche.

• Except consultancy and running usability tests, Taloi is also a speaker at conferences and e-commerce workshops, being very appreciated by audience. He also writes articles and market analysis for different online and printed publications. In 2008, Liviu Taloi was lecturer at the first Romanian E-Commerce workshop called “iSell” and also he was lecturer at the first Online workshops called “WebSell” – a series of 7 webinars regarding major problems of an online shop.

• Taloi was part of the team who developed the E-Commerce Study requested by ANCOM (government agency) in October 2008 and the Romanian E-Commerce Study in 2006 at the request of MCTI (ministry of IT&C). He repeated the study with private funding in 2010.

Are you ready for ecommerce? 5 Tips & Tricks for growing online sales!

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