Are you looking to increase e-commerce sales without pouring more money into driving traffic to your website? Is your e-commerce website not turning visitors into customers, and you're not sure why? In this class, you'll discover design factors that make it easier for customers to purchase, what works in terms of cross-selling and up-selling, and much more. You'll walk away with usable advice to drive more sales immediately or build into your future e-commerce strategies.
8. Know Your Metrics
• Goal Funnel
Where are people leaving? Where did they
go?
• E-Commerce Tracking
All Traffic Sources, sorted by conversion
rate
• Site Search
Search terms, sorted by % Search exits
11. Source: Kohavi and Longbotham 2007
With every 100ms increase in
your website’s load time,
sales can decrease by 1%
Source: Kohavi and Longbotham 2007
31. Remove Barriers
• Show Shipping Costs Early
Especially if offering free shipping
• Simplify the Order Process
One page checkout
Registration not required
• Look at Error Text & Verbiage
Explain errors in plain English
Show what and where to correct
• Provide a Phone Number
38. Remove Barriers
• Supporting Information
Guarantee & Returns Information
Prominent Phone Number
• Social Proof
Customer Testimonials & Reviews
• Third Party Endorsements
BBB, McAfee Secure, SSL Seal
Credit Card logos, Shipping logos
52. Test, Test, Test!
• Use Website Testing Software
Google Website Optimizer
Visual Website Optimizer
• Run One Test at a Time
In each section
• Don’t Test Too Many Variations
53.
54. Recap
1. Know your Metrics
2. Slow Costs Money
3. Customize the Experience
4. Remove barriers to ordering
5. Build Trust / Provide social proof
6. Customers know best
7. Strip down the cart
8. Strategically follow-up
9. Ignore my advice!
10. TEST, TEST, TEST
55. Get In Touch
Web: www.kelseyads.com
Email: brandon.eley@kelseyads.com
Twitter: @beley
Slides: www.brandoneley.com