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Josh Levine Co-founder, CXO – Alexander Interactive (Ai) January 2015 – Surf Expo, Orlando FL
20 tips to improve sales on your ecommerce site
Hi, I’m JoshCo-founder, CXO
Ecommerce Design, Strategy& Development Agency
Founded 2002, Independent
Transactional expertise
Manhattan based
40 hands-on employees
IMA Top 10 Agency of Year
(My Bob Ross phase)www.alexanderinteractive.com
@neatpace @aiaio
What do we mean when we say “increase sales”?
Conversion Rate
Customer Lifetime Value
Average Order Value
Customer Satisfaction
New Customers
Repeat Customers
It's more than the “Buy Now” button
Registrations
Email Sign Ups
Return Rate
Time on Site
Pages Per Visit
Clicks to Buy
Share practical tips on how to move the needle across multiple metrics—without
having to overhaul your site.
TODAY’S GOAL
What does it mean to be usable?
“It’s about whether a product or service does what the user wants—and expects—it to do. And that’s what makes people want—or not
want—what you have to sell.”ERIC REISS
From his book, Usable Usability
Source: http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to
On the Web, usability is a necessary for survival.
If a site is difficult to use, people leave.
WHY SHOULD YOU CARE?
Source: Jakob Nielsen's Alertbox - Usability 101
Source: Jakob Nielsen's Alertbox - Usability 101
EfficiencyOnce users have learned
the design, how quickly can they perform tasks?
LearnabilityHow easy is it for users
to accomplish basic tasks the first time they encounter the design?
MemorabilityWhen users return after a period of not using it,
how easily can theyreestablish proficiency?
ErrorsHow many errors do users
make, how severe are these errors, and how easily can
they recover from the errors?
SatisfactionHow pleasant is itto use the design
or service?
Ease of use is defined by:
Find what I want quickly—or discover new products that fit my needs.
To make an educated decision on which product is right for me.
Feel confident in my decision to buy from you over a competitor.
Proceed through the buying process securely and efficiently.
Make it easy for me to:
THE CUSTOMER’S PERSPECTIVE
Let’s do this
Help me find what I want quickly—or discover new
products that fit my needs.
SEARCH & BROWSE
Source: http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to
Provide shoppers with multiple ways to find products by grouping based on user needs, seasons, or trends.
01
Ensure no dead-ends. Maintain shopper momentum and avoid leaving sales on the table.
02
Recommend other categories and similar items in relevant areas (also inspires exploration)
link.com
1
2
3
Product page often serves as an entry pointinto the browsing process
Recommend other categories and similar items in relevant areas (also inspires exploration)
link.com
2
3
4
Recommend other categories and similar items in relevant areas (also inspires exploration)
link.com
5
zappos.com
Bummer
Bummer
Bummerx 2
Cross-reference other relevant sections within browsing
Add a What’s New category or filter to inspire exploration and support return visitors.
03
Just a select few of my many Sanuks…
Speed up search and improve quality of results by incorporating autocomplete and direct links.
04
6xCustomers who land on an autocomplete page suggestion are 6x more likely to convert than those who don’t.
Source: KISSmetrics
Guide or inspire by finishing thoughtsswell.comtoysrus.com
Help me make an educated decision on which product
is right for me.
PRODUCT PAGE
Source:
Create impactful product photography by capturing details, adding context, and showing them in use.
05
Which site better captures the essence and fit of this hat?
gravitee.com zappos.com
Use video to show product in use, forinstructional purposes, or to showcasefeatures and benefits.
06
Using video demos of items on product pages increased sales between 6% and 30%.
144% more likely to purchase after seeing a product video than those who did not.
Source: Internet Retailer
Conversion rate increased by 400%, while return rates dropped from 12% to 9%.
patagonia.com
How to video “Replacing Your Battery” Showcase product features and benefits
autozone.com
Write product descriptions that communicate value, tell a story, and engage emotion.
07
Leverage social proof and user-generated content to help sell your products.
08
90%of customers say buying decisions are influenced
by online reviews
Source: iPerceptions, 2011
63%of customers are more
likely to make a purchase from a site which has
user reviews.
Source: Zendesk Survey
tktk - can create a dedicated collectionlink.com
Guide customers by providing clear and prominent call-to-actions.
09
Show various angleslink.com
Show various angleslink.com
Show various angleslink.com
10
After an item has been added to cart, recommend additional products that add real value for customers.
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CREDIBILITY & TRUST
I want to feel confident andsecure in my decision to buyfrom you over a competitor.
Source:
3224
3068
2220
1882
Offers excellentcustomer service
Offers the best price
Has a relatable brand
Is financially stable
1.
2.
3.
4.
Customer Service impacts sales
Source: Zendesk Survey – 2013 (1046 participants)
Participants were asked to rank the following factors in the order in which they impact the level of trust they have in the companies they buy from.
95%share bad customer service experiences
with others
87%share good customer service experiences
with others
Source: Zendesk Survey – 2013 (1046 participants)
And trust impacts sales revenue
Differentiate and instill confidence through accessible customer service.
11
of online shoppers want an online customer service chat or IM feature
Source: Youstice
45%
Show various angleslink.com
Make sure your unique value proposition is visible from every page.
12
Clearly display shipping costs and your return policy. Don’t leave them guessing.
13
Etsy recently ran a test, hiding shipping costs from product pages.
The sellers reacted:
“I want to be open, and upfront about shipping costs with my customers. I don't want anything hidden prior to adding to
shopping cart. Buyers have a right to know shipping costs prior to purchasing or prior to going through the purchase process!”
This Seller Gets It
Source: EcommerceBytes.com
of online shoppers said that being “presented with unexpected costs” was top reason for cart abandonment
Source: woorank
56%
Foster credibility and trust by including company testimonials, publishing reviews, and sharing total fans on social media.
14
CHECKOUT PROCESS
Make it easy for me to proceed through the purchase process—
and give you my money.
Source: http://fc06.deviantart.net/fs71/i/2012/248/b/f/skate_on__sanfrancisco_by_meganwawesome-d5dpn5r.jpg
68%of online shopping carts are abandoned
Source: Baymard Institute, 2014
Do not force customers to register.
15
Remove initial barriers (e.g., email) for guest checkoutrayban.com
Gnarly
Sketchy Bro
Tight
Minimize distractions by removing navigation and only asking for bare minimum of information.
16
Keep them focused on task by enclosing checkout
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Provide a variety of payment methods and allow customers to pay how they feel most comfortable (e.g., PayPal).
Ensure form usability by applying fundamentals of visual hierarchy.
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Saks Fifth Avenue Mobile Checkout – Before
Saks Fifth Avenue Mobile Checkout – After
Make it easy for customers to process information, especially at tipping point pages
WHAT IS UP YOU DOG YOU
POST PURCHASE
Remove the need for me to shop around next time by maintaining a
valued relationship with me.
+
My typically morning at home
Yesterday, at Orlando airport
Surprise, delight, and make an impression with a small gesture included in delivery.
19
Includes a free chocolate samples with every order.link.com
Includes a free chocolate samples with every order.link.com
of their first time customers ordered again at least once within the next 12 months
32%
Show you care by sending a follow-up email asking about their purchase experience.
20
Test test test. And if you don’t know how, learn!
21Bonus Tip
Tools and resources for testing usability
Tools
FiveSecondTest
Ethnio
UserTesting
UsabilityTools
WhatUsersDo
IntuitionHQ
more here
Resources
Testing ideas for E-commerce and retail sites Optiverse
Starting Your User ResearchJared Spool
A Comprehensive Review and Matrix of 14 Usability Testing ToolsUseful Usability
10 Things I Learned From Taking 100 Usability TestsKISSMetrics
But at end of day,what truly matters most…
Thank youJosh Levine Co-founder, CXO Alexander Interactive (Ai) www.alexanderinteractive.com [email protected] @neatpace @aiaio
Download this deck and view others at: www.slideshare.net/joshpacelevine