SES San Francisco 2013

Copyright © 2013, SiteTuners - All Rights Reserved.
A Conversion Odyssey:
Wandering in the E-commerce Wasteland
Tim Ash – CEO SiteTuners
#SESSF @tim_ash

Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
• 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
About SiteTuners

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 to 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
Daybed
Sofa
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
• Build quality
• Comfort of bed
• Color options
• Cost
• Availability – lead time
• Old sofa disposal
• Guarantees
• Return policy
• Financing options
• That others like it
• 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
Get it on Amazon
• Revised and expanded 2nd edition
• Over 150 pages of new content
• E-commerce best-practices section

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 - Starts at $699
$200-off (order by 9/27/2013 and mention “SES”)

Copyright © 2013, SiteTuners - All Rights Reserved.
Save $250 off of Conversion Conference
Upcoming 2013-2014 shows:Sep 30- Oct 1
Boston Berlin, London, San Francisco,
Paris, Chicago
Use promo code SESSF13

Other opportunities to see me at SES
• Live Rapid Fire Landing Page Critiques (Expo Hall - Now)
• Roundtable Lunch Discussion (Today)
Please complete the session survey – I read every comment

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

SES San Francisco 2013

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SES San Francisco 2013