IRWD 2013 - The Anatomy of a Purchase

Anatomy of a Purchase:
Mistakes to Avoid

Tim Ash – CEO SiteTuners

#irwd2013 @tim_ash

Copyright © 2013, SiteTuners - All Rights Reserved.

About SiteTuners
• Conversion-focused website blueprints (tactical or strategic)
• Landing page test plans & testing strategy
• Internal optimization team training & mentoring
• More than 1200 clients worldwide since 2002

Copyright © 2013, SiteTuners - All Rights Reserved. #irwd2013 @tim_ash

SiteTuners E-commerce Background
SiteTuners has successfully improved over 200 e-commerce catalogs.

SiteTuners principals have keynoted & presented at dozens of e-commerce events worldwide.


Part I
Walk a mile in my shoes
(you don’t understand your visitors)


Takeaways

You are not like your visitors…

• You know too much - have a framework to fill in the
gaps
• You are too patient - willing to put up with major issues
• You care – others are not invested at all


Part II
If you can’t find it easily,
it does not exist
(awareness)

Takeaways

• Your site does not exist in a vacuum
• The search does not start on your site
• Make sure key categories are visually discoverable
• Don’t use banners with motion – they are evil
• Carousels are useless and not discoverable
• Don’t rely exclusively on text nav-bar labels


Part III
The power of self-selection
(interest)


Useful interest taxonomy - Style

Modern

Traditional


Useful interest taxonomy - Materials

Leather

Fabric


Useful interest taxonomy - Function

Futon Sofa

Daybed Chaise


Not useful interest taxonomies

• Color – secondary to the other choices
• Price – don’t know what is reasonable
• Brand – don’t really know any


Takeaways

• Provide a small number of clear and useful choices
• Do not show product-level items too early
• Don’t “throw up” all over your visitors (too many items)
• Not everything is a “filter” at this stage
• Create useful taxonomies & product wizards
• Fix your onsite search


Part IV
Give me what I want
(desire)


Things I Care About

• Dimensions • Old sofa disposal
• Build quality • Guarantees
• Comfort of bed • Return policy
• Color options • Financing options
• Cost • That others like it
• Availability – lead time • That my wife likes it


Takeaways

• Give me the details
• Help me experience it
• Let me customize it
• Don’t hide key information - group it spatially
• Let me save my in-progress work & share with others


Part V
Get out of my way,
and don’t surprise me
(action)

Takeaways

• Be clear about the money
• Not everything should be a button
• Prioritize buttons if you have more than one
• Follow existing conventions – don’t reinvent the wheel
• Relieve anxiety before it arises (add transactional trust)


A resource for Conversion Rate Optimization

• Revised and expanded 2 nd edition
• Over 150 pages of new content
• E-commerce best-practices section

Get it on Amazon


Giveaway – Free Express Review
• Unflinchingly honest interactive review of landing page or website
• 45- or 90-min video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of your page

http://Express-Review.com – Normally starts at $699
Conducted Personally by Tim Ash


Save $200 off of Conversion Conference
April 15-16 Other 2013 shows:
Chicago – June 11-13
San Francisco Boston – Sept 30-Oct 1
Berlin – Nov 4-5
Use promo code IRWD2013 London – Nov

Copyright © 2013, SiteTuners - All Rights Reserved.

Contact Info
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1


IRWD 2013 - The Anatomy of a Purchase

Recommended

Recommended

More Related Content

More from SiteTuners Conversion Rate Optimization

More from SiteTuners Conversion Rate Optimization (20)

IRWD 2013 - The Anatomy of a Purchase