5 actionable tactics to increase ecommerce sales
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Check out our 5 quick and easily implementable tactics that will increase your eCommerce sales. A/B test them and let us know what results you get.TRANSCRIPT
5 Actionable Tactics to Increase Ecommerce Sales
About Siddharth Deswal
● Senior Marketer at VWO
● Passionate about analytics, optimization and storytelling
● Keep in touch at @SiddharthDeswal
About Visual Website Optimizer
● A/B testing personalization platform for marketers
● Customers include JustFab, Dafiti, ShoeDazzle and 3700 others
● https://vwo.com
● http://twitter.com/wingify
Your Social Sharing Widget, Is It Serving You
Well?
Social Sharing Widgets
Recommended in most ‘best practices’ as a default feature to put on your product pages
Taloon.com Original
With social sharingwidget
Variation
Social sharing widgetsremoved
The Result?
Social sharing widgetsremoved
11.9% increase in “Add to Carts”
Check if you need a widget
● Make a list of your site URLs
● Run them through a service like SharedCount.com
● It finally depends on your target customer
The Effect of Image Sliders on Visitor
Behavior
Eye Tracking Results of Page with Slider
Usability Test by NN Group
SUMMARY
“The user's target was at the top of the page in 98-point font. But she failed to find it because the panel auto-rotated instead of staying still.”
http://www.nngroup.com/articles/auto-forwarding/
Image carousel original
Image carousel
Image carousel original
Static text
“Small Internet LoansBorrow money 7 days a week with clear pricing and honest terms”
Result
The overall conversion rate of the website increased by 5%This meant a USD 7600 increase in revenue per month (and $90000 per annum)
What instead of image carousels?
● Use a static image
● Give visitors time to absorb the content
● Give visitors control
● Break up the carousel area into multiple offers
Structuring Informationon Product Pages
TaylorGifts Original
TaylorGifts Variation
Result
Clicks on “Add to Cart” increased by 10% and eCommerce conversion rate of test participants went from 1.53% to 3.23%
Product Page Framework
For visitors in the ‘research’ phase
Visitors who are ready to buy but comparing prices and offers
Trust Widgets
Express Watches - Original
Express Watches - Variation
Results
Sales increased by 58.39% during the test period
Trust Widget Case Study - 2
The Importance of Removing Distractions
Distraction Case Study
Case Study - Original
Case Study - Variation
Case Study - Variation
10% increase in “Add to Cart”, which meant a $8500 increase in revenue per month
Remove distractions with a modal
● Focus buyers like Flipkart.com
Quick Recap
● Test between product pages with and without social sharing widgets
● Try removing image carousels and measure conversion rate
● Test product pages where information is structured for researchers and ‘ready to buy’ visitors
● Try adding a trust widget on your product page to give that extra push
● Test a product/checkout page that is completely focuses the visitor on completing the transaction
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