conversion engineering: tiny tweaks can bring in huge...
TRANSCRIPT
Conversion Engineering:
Tiny Tweaks Can Bring in Huge
Rewards Adam Morris
Redstage Networks
Introduction
• Who am I?
• An introduction to Redstage
• Redstage is a leading
ecommerce solutions agency.
• Working with Magento sites
for over 3 years – over 200
sites
Redstage helps
clients who want to…
• Design
• Build
• Integrate
• Grow
• Support
Takeaways
• Webinar Takeways:
• See the top tweaks that can increase sales
• Learn the terminology that the pros use
• Understand the next steps to increase your conversion
rate
• Consider these as theories that need to be proven
• All sites are different and are likely to be
unconventional in many attributes
Intro (cont’d)
Internet Marketing: Attracting traffic <-> Converting to buyers
To put it another way…
B = V × C × O × L
Where
B = Total Business Potential
V = Visitors (unique)
C = Conversion Rate (Transactions / Uvs)
O = Average Order Value (aka dollars per sale)
L = loyalty rate (the degree to which customers return to conduct repeat business)
Behavior Types
E-commerce sites must support
• known-item purchases;
• category research, where users identify and buy
products that best match their needs;
• bargain-hunting; and
• browsing for inspiration.
Concepts in Focus
• Foveal View
• Colors
• Trust Logos
• Social Proof
• About Us / USP
• Loyalty Programs
• Site Speed
• Signage
• Lifestyle Photography
• Other Product Page Tips
• Other Tidbits
• With that in mind, let’s discuss some of the top
concepts for conversion enhancement
Foveal View
• What is it
• Scanning vs processing
• Low res vs High res
• Wider than tall to match
eyesight
Foveal View (cont’d)
Foveal View Cont’d
• Category Chunking (7 or less items)
Colors
• No real consensus among test results
• Overall, colors inspire different emotions
• Ex. Green = calm, easy on the eyes
• Pattern Interrupt – using a color outside of overall color palette to draw attention
Trust Logos
• Toll Free Number, Live Chat
• McAfee Secure
• Verisign/Comodo (SSL)
• BBB
• CC Logos
• UPS/FEDEX/USPS
• TRUSTe (or other privacy)
Social Proof
It’s not what you say about you;
it’s what others say about you
• Reviews
• Testimonials
• Crowdsource upsells
• “People who bought this also
bought”
• “People who viewed this also
viewed”
• Can backfire: lack of social
interaction
About Us
• All about TRUST
• “users often wonder who's behind a Web-based
service, how it's funded, and whether it's credible” –
Jakob Nielsen
• Tagline on the homepage. Tell the customer why
they are on your site immediately
About Us Cont’d
• Summary: Offer a bit more detail in the first 1-2 paragraphs including main accomplishments
• Fact sheet: Bulleted list including key points and other essential facts.
• Detailed information: Including links to additional pages for those who want to dig deeper
Loyalty Programs
• According to Jakob Nielsen study, about 2/3rds of visitors to a site from search end up doing business elsewhere
• 71% did business when going to a preferred site directly
• Customer Service
• Points and Rewards programs (Magento Enterprise native)
Site Speed
• .1 seconds thought as “instant”. Users have full
control of their interactions
• 1 second thought as “seemless”. Users sense a
computer is at work, but overall feel in control
• >1 second “holds attention” to a trigger point where
users will leave immediately
• Will see diminishing returns as investment
increases
Signage
• “Shopping Autopilot”
• Shoppers should be able to navigate with their subconscious rather than making conscious decisions
• Show headings
• Checkout process steps
• Clearly show entire process
Lifestyle Photography
• Lifestyle photos means shots that show the product in use or in a real world setting
• A bookcase in an actual living room or clothing on a model walking down an actual street
• “Real” people better than “fake” stock photo people
• Additional product views and adequate enlargement when requested
Other Product Page Tips
• What’s the first thing that a buyer sees on a product
page?
• The Price!
• Price, Photo, Add to Cart all above fold and grouped
closely together
• Video can double conversion rate on a product page
• In stock
• Availability: “By this now and it ships on…”
Other Tidbits
• Links should look like links, clickable things should invoke a hand icon
• Free Shipping
• Section that identifies sales and specials
• Shopping cart abandonment and recovery (ex. Listrak)
• Live Chat
• Multiple payment options
• Search (ex. Celebros)
• Proper Filtering
Closing
• Remember, these are guidelines and generalities
• All sites are different and are likely to be
unconventional in many attributes
• Consider these as theories that need to be proven
• Use A/B testing software (Optimizely, Visual Website
Optimizer)
• Clicktale
• Usertesting.com
• Recent client was able to increase conversion rate
from 7% to just under 15%
•Q & A
Redstage helps
clients who want to…
• Design
• Build
• Integrate
• Grow
• Support Contact Info
Adam Morris
Redstage Contact Info
888.335.2747