5 actionable tactics to increase ecommerce sales

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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