e-commerce & happiness - conversion jam 2016
TRANSCRIPT
E-COMMERCE& HAPPINESS
Bonjour ! Jag är Thomas.
Credit : Nils T., 10y.
2003 - 2013
10 years of e-commerce
Life Leap
2013 - 2014
Let’s combine !
2015 - …
Happy ???
Professionals Users
A B
Users
Are you visiting regularly e-commerce websites ?
How is it ? (beyond practical)
How is it ? (beyond practical)
Fantastic !
Clones
How is it ? (beyond practical)
Clones Fantastic
How is it ? (beyond practical)
Professionals
Have you experienced an e-commerce project ?
How was it ? (truth…)
a real bliss !
How was it ? (truth…)
How was it ? (truth…)
or more like that…
Deceiving Bliss
How was it ? (truth…)
Professionals Users
Exhausting and
Frustrating
Practical but
Boring
MONEY
HAPPYHighLow
Low
High
WE ARE HERE
MONEY
HAPPYHighLow
Low
High
WE ARE HERE
LET’S GO THERE !
ARE YOU
HAPPY?
NO
YES
YES
NODO YOU WANT TO BE HAPPY?
KEEP DOING WHATEVER YOU
ARE DOING.
CHANGESOMETHING
WE ARE HERE
Why are we there ?
#WrongFocus Organisation, Technology, Roadmap…
#Fear Failure, Change, Blindness…
PPP PEOPLE
PRODUCT
PROGRESS
PPP PEOPLE
PRODUCT
PROGRESS
PPP PEOPLE
PRODUCT
PROGRESS
MONEY
HAPPYHighLow
Low
High
WE ARE HERE
LET’S GO THERE !
1 story + 3 case studies
3x more With joy !
1/2 time 1/2 budget
PPP PEOPLE
PRODUCT
PROGRESS
A / B T E S T I N G O N M O B I L E & D E S K T O P W E B S I T E S
Details matter
A / B T E S T 0 1
Mobile redirect
41
40% of visits on mobile
3/4 on m.ellos.se
1/4 on www.ellos.se
What would happen if we redirect all mobile trafic to the desktop website ?
Lets test it ! Sweden 25% of trafic 4 weeks 350 000 visitors +21%
Desktop quick winsA / B T E S T 0 2
remove the bottom bar display ratings differently don’t have big products in the list open products in a layer highlight colors and reviews change the navigation layer …
What would happen if we _____?
Lets test it ! Sweden 25% of trafic 5 weeks 10 variations
Control version
Winning version✓ Centered search with clearer auto-suggest ✓ Skönhet before Electronic ✓ Clearer new customer offer in the hello bar
Control
✓ Display ratings in apricot ✓ Hide empty ratings ✓ Launch slideshow immediately
on hover on products
Winning
Winning version✓ Bottom bar removed ✓ Min önskelista in the top bar
Winning version✓ Pre-select the size when there is only one size
Winning version✓ New top in PDP (color selection, change visual on hover vs on clic, top infos layout,
higher cross-sell)
Winning version✓ 5 reviews displayed directly (vs behind the tab) + Reduce height of each review
Winning version✓ New layout of the navigation layers
Control
Lets test it ! Sweden 25% of trafic 5 weeks 10 variations 4 winning
+13%
PPP PEOPLE
PRODUCT
PROGRESS
THE PITCH
Can you increase our conversion rate ?
#Higher prices online than in retail
#No IT impacts
#No new services
#No new features
But…
‘‘
’’
+29%
HOME
HEADER /
FOOTER
CATEGORY
PRODUCT DETAIL
PRODUCTS LIST
ARCHITEC-TURE—+ LEAD AND WELCOME THE VISITOR
INTO AN IMMERSIVE, MADE-TO-MEASURE UNIVERSE :
ONE UNIVERSE = 1 SEX X 1 SPORT X 1 SEASON
65% Men 5 Categories 2 Seasons
Site A Site B
vs
+29%Turnover
Step 2 : Responsive
PPP PEOPLE
PRODUCT
PROGRESS
MONEY
HAPPYHighLow
Low
High
WE ARE HERE
LET’S GO THERE !
Golden Rule #13 GOLDEN RULES
MONEY
FOLLOWS
JOY
Thomas Tonder +358 451 522 282 [email protected]