Just returned from Surf Expo 2015 in Orlando, FL. The presentation, which was tailored to small businesses in the surf & skate industry, shares 20 practical tips to increase ecommerce sales based on our years in the trenches across multiple industries. (I'll be uploading video of presentation shortly)
Session Description:
20 Tips to Improve Sales on your Ecommerce Site
Speaker: Josh Levine, CXO and co-founder of Alexander Interactive
Whether you’re an ecommerce newbie or been in the game for years, your site must evolve in order to meet customers’ rising demands. Josh Levine, ecommerce design expert and frequent speaker throughout the retail industry, will pull from his 15 years in the trenches with brands like Saks Fifth Avenue, Lowes, and Schwinn, to show you how your site can rise above the competition and convert browsers into buyers.
He’ll share tactics to improve sales, focusing on high impact areas of your site– navigation, homepage, product page, cart, and checkout. Learn how to make it easy for customers to discover, research and ultimately buy the products they need. You’ll also learn techniques to strike a balance between lifestyle content and commerce in order to maximize engagement and inspire customers to act. So bring the notepad to this one and be prepared to walk away with actionable tips to boost that bottom line.
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20 Tips to Improve Sales on your Ecommerce Site
1. Josh Levine
Co-founder, CXO – Alexander Interactive (Ai)
January 2015 – Surf Expo, Orlando FL
20 tips to improve
sales on your
ecommerce site
2. Hi, I’m Josh
Co-founder, CXO
Ecommerce Design, Strategy
& Development Agency
Founded 2002, Independent
Transactional expertise
Manhattan based
40 hands-on employees
IMA Top 10 Agency of Year
(My Bob Ross phase)
www.alexanderinteractive.com
@neatpace @aiaio
4. Conversion Rate
Customer Lifetime Value
Average Order Value
Customer Satisfaction
New Customers
Repeat Customers
It's more than the “Buy Now” button
Registrations
Email Sign Ups
Return Rate
Time on Site
Pages Per Visit
Clicks to Buy
5. Share practical tips on how
to move the needle across
multiple metrics—without
having to overhaul your site.
TODAY’S GOAL
7. “It’s about whether a product or
service does what the user wants
—and expects—it to do. And that’s
what makes people want—or not
want—what you have to sell.”
ERIC REISS
From his book, Usable Usability
Source: http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to
8. On the Web, usability is a
necessary for survival.
If a site is difficult to use,
people leave.
WHY SHOULD YOU CARE?
Source: Jakob Nielsen's Alertbox - Usability 101
9. Source: Jakob Nielsen's Alertbox - Usability 101
Efficiency
Once users have learned
the design, how quickly can
they perform tasks?
Learnability
How easy is it for users
to accomplish basic
tasks the first time they
encounter the design?
Memorability
When users return after
a period of not using it,
how easily can they
reestablish proficiency?
Errors
How many errors do users
make, how severe are these
errors, and how easily can
they recover from the errors?
Satisfaction
How pleasant is it
to use the design
or service?
Ease of use is defined by:
10. Find what I want quickly—or discover new
products that fit my needs.
To make an educated decision on which
product is right for me.
Feel confident in my decision to buy from
you over a competitor.
Proceed through the buying process
securely and efficiently.
Make it easy for me to:
THE CUSTOMER’S PERSPECTIVE
12. Help me find what I want
quickly—or discover new
products that fit my needs.
SEARCH & BROWSE
Source: http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to
20. Recommend other categories and similar items in relevant
areas (also inspires exploration) link.com
1
2
Product page often serves as an entry point
into the browsing process
21. Recommend other categories and similar items in relevant
areas (also inspires exploration) link.com
2
3
4
22. Recommend other categories and similar items in relevant
areas (also inspires exploration) link.com
5
zappos.com
41. Use video to show
product in use, for
instructional purposes,
or to showcase
features and benefits.
06
42. Using video demos of items on product pages
increased sales between 6% and 30%.
144% more likely to purchase after seeing a
product video than those who did not.
Source: Internet Retailer
Conversion rate increased by 400%, while
return rates dropped from 12% to 9%.
48. 90%
of customers say buying
decisions are influenced
by online reviews
Source: iPerceptions, 2011
63%
of customers are more
likely to make a purchase
from a site which has
user reviews.
Source: Zendesk Survey
49. tktk - can create a dedicated collection
link.comcardinalcase.com
50. tktk - can create a dedicated collection
link.comcardinalcase.com
51. tktk - can create a dedicated collection
link.com
59. CREDIBILITY & TRUST
I want to feel confident and
secure in my decision to buy
from you over a competitor.
Source:
60. 3224
3068
2220
1882
Offers excellent
customer service
Offers the
best price
Has a relatable
brand
Is financially
stable
1.
2.
3.
4.
Customer Service impacts sales
Source: Zendesk Survey – 2013 (1046 participants)
Participants were asked to rank the following factors in the order in which they
impact the level of trust they have in the companies they buy from.
61. 95%
share bad customer
service experiences
with others
87%
share good customer
service experiences
with others
Source: Zendesk Survey – 2013 (1046 participants)
And trust impacts sales revenue
70. Etsy recently ran a test, hiding shipping
costs from product pages.
The sellers reacted:
“I want to be open, and upfront about
shipping costs with my customers. I don't
want anything hidden prior to adding to
shopping cart. Buyers have a right to know
shipping costs prior to purchasing or prior
to going through the purchase process!”
This Seller
Gets It
Source: EcommerceBytes.com
71. of online shoppers said
that being “presented
with unexpected costs”
was top reason for cart
abandonment
Source: woorank
56%
72. Foster credibility and
trust by including
company testimonials,
publishing reviews, and
sharing total fans on
social media.
14
73. CHECKOUT PROCESS
Make it easy for me to proceed
through the purchase process—
and give you my money.
Source: http://fc06.deviantart.net/fs71/i/2012/248/b/f/skate_on__sanfrancisco_by_meganwawesome-d5dpn5r.jpg
92. Includes a free chocolate samples with every order.
link.com
93. Includes a free chocolate samples with every order.
link.com
of their first time customers ordered again
at least once within the next 12 months
32%
94. Show you care by
sending a follow-up
email asking about their
purchase experience.
20
95. Test test test. And if you
don’t know how, learn!
21
Bonus Tip
96. Tools and resources for testing usability
Tools
FiveSecondTest
Ethnio
UserTesting
UsabilityTools
WhatUsersDo
IntuitionHQ
more here
Resources
Testing ideas for E-commerce and retail sites
Optiverse
Starting Your User Research
Jared Spool
A Comprehensive Review and Matrix of 14
Usability Testing Tools
Useful Usability
10 Things I Learned From Taking 100
Usability Tests
KISSMetrics