20 Tips to Improve Sales on your Ecommerce Site

Sales

josh-levine
  • Josh Levine Co-founder, CXO – Alexander Interactive (Ai) January 2015 – Surf Expo, Orlando FL 20 tips to improve sales on your ecommerce site
  • 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 http://www.alexanderinteractive.com http://www.twitter.com/neatpace https://twitter.com/aiaio
  • What do we mean when we say “increase sales”?
  • 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
  • Share practical tips on how 
 to move the needle across multiple metrics—without 
 having to overhaul your site. TODAY’S GOAL
  • What does it mean to be usable?
  • “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 http://www.amazon.com/Usable-Usability-Simple-Making-Better/dp/1118185471 http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to
  • 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 http://www.nngroup.com/articles/usability-101-introduction-to-usability/ http://www.nngroup.com/articles/usability-101-introduction-to-usability/
  • 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: http://www.nngroup.com/articles/usability-101-introduction-to-usability/ http://www.nngroup.com/articles/usability-101-introduction-to-usability/
  • 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
  • Let’s do this
  • 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 http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to
  • Provide shoppers with multiple ways to find products by grouping based on user needs, seasons, or trends. 01
  • Group products by activity shop.gopro.com http://shop.gopro.com/shopbyactivity
  • Group products by collections or trends roxy.com http://roxy.com
  • Group products by season or lifestyle Burton.com http://burton.com
  • Or showcase alongside complementary
 products to inspire (e.g., outfit) roxy.com http://www.roxy.com/
  • roxy.com Or showcase alongside complementary
 products to inspire (e.g., outfit) http://www.roxy.com/
  • Ensure no dead-ends. Maintain shopper momentum and avoid leaving sales on the table. 02
  • Recommend other categories and similar items in relevant areas (also inspires exploration) link.com 1 2 3 Product page often serves as an entry point
 into the browsing process
  • Recommend other categories and similar items in relevant areas (also inspires exploration) link.com 2 3 4
  • Recommend other categories and similar items in relevant areas (also inspires exploration) link.com 5 zappos.com http://www.zappos.com
  • Provide alternatives if there are no matches rei.com http://www.rei.com/
  • Bummer
  • Bummer Bummer x 2
  • Or if an item is out of stock ozscopes.com.au For Sure! http://ozscopes.com.au
  • Cross-reference other relevant sections within browsing
  • Add a What’s New category or filter to inspire exploration and support return visitors. 03
  • Just a select few of my many Sanuks…
  • So this is where folks like me roll. sanuk.com http://www.sanuk.com
  • Speed up search and improve quality of 
 results by incorporating autocomplete and 
 direct links. 04
  • 6x Customers who land on an autocomplete page suggestion are 6x more likely to convert than those who don’t. Source: KISSmetrics https://blog.kissmetrics.com/ecommerce-website-search/
  • Guide or inspire by finishing thoughts swell.comtoysrus.com http://www.swell.com http://www.toysrus.com
  • Help me make an educated decision on which product 
 is right for me. PRODUCT PAGE Source: https://www.flickr.com/photos/maxkiesler/8219158539/
  • Create impactful product photography by capturing details, adding context, and showing them in use. 05
  • Providing details is a necessity, not a luxury zappos.com http://zappos.com http://www.zappos.com
  • Which site better captures the essence and fit of this hat? gravitee.com zappos.com http://gravitee.com http://zappos.com
  • For Sure! Oh, zappos.com http://zappos.com http://www.zappos.com
  • Providing details is a necessity, not a luxury shirtsmyway.com http://shirtsmyway.com
  • Show in context to communicate scale melissaanddoug.com http://melissaanddoug.com/
  • Use video to show product in use, for
 instructional purposes, 
 or to showcase
 features and benefits. 06
  • 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%.
  • patagonia.com How to video “Replacing Your Battery” Showcase product features and benefits autozone.com http://patagonia.com http://autozone.com
  • Leverage existing brand videos or commercials almondsurfboards.com http://almondsurfboards.com
  • Write product descriptions that communicate value, tell a story, and engage emotion. 07
  • crutchfield.com http://crutchfield.com
  • Leverage social proof and user-generated content to help sell 
 your products. 08
  • 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 https://www.zendesk.com/resources/customer-service-and-lifetime-customer-value
  • tktk - can create a dedicated collection link.comcardinalcase.com http://www.cardinalcase.com/
  • tktk - can create a dedicated collection link.comcardinalcase.com http://www.cardinalcase.com/
  • tktk - can create a dedicated collection link.com
  • Guide customers by providing clear and prominent call-to-actions. 09
  • Show various angles link.com
  • Show various angles link.com
  • Show various angles link.com
  • 10 After an item has 
 been added to cart, recommend additional products that add real value for customers.
  • + + +
  • CREDIBILITY & TRUST I want to feel confident and
 secure in my decision to buy
 from you over a competitor. Source: http://fc00.deviantart.net/fs71/i/2013/011/0/3/skate_brasilia_by_jorgecardoso-d5r4pwr.jpg
  • 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. https://www.zendesk.com/resources/customer-service-and-lifetime-customer-value
  • 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 https://www.zendesk.com/resources/customer-service-and-lifetime-customer-value
  • Differentiate and instill confidence through accessible customer service. 11
  • of online shoppers want an online customer service chat or IM feature Source: Youstice 45% https://blog.kissmetrics.com/ecommerce-website-search/
  • Show various angles link.com
  • Show various angles link.comcrutchfield.com http://crutchfield.com
  • Make sure your unique value proposition is visible from every page. 12
  • Value elements should be visible from every page crutchfield.com http://crutchfield.com
  • Reinforce security and value at sensitive areas rei.com http://rei.com
  • Clearly display shipping costs and your return policy. Don’t leave 
 them guessing. 13
  • 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 http://www.ecommercebytes.com/cab/abn/y14/m05/i23/s02
  • of online shoppers said that being “presented with unexpected costs” was top reason for cart abandonment Source: woorank 56% http://blog.woorank.com/2014/09/cart-abandonment-ecommerce-tips/
  • Foster credibility and trust by including company testimonials, publishing reviews, and sharing total fans on social media. 14
  • 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 http://fc06.deviantart.net/fs71/i/2012/248/b/f/skate_on__sanfrancisco_by_meganwawesome-d5dpn5r.jpg
  • 68% of online shopping carts are abandoned Source: Baymard Institute, 2014
  • Do not force customers to register. 15
  • Remove initial barriers (e.g., email) for guest checkout rayban.com Gnarly Sketchy 
 Bro http://rayban.com
  • Tight
  • And ideally, remove the initial step entirely threadless.com Hella Tight http://threadless.com
  • Minimize distractions 
 by removing navigation and only asking for bare minimum of information. 16
  • Keep them focused on task by enclosing checkout
  • 17 Provide a variety of payment methods and allow customers to pay how they feel most comfortable (e.g., PayPal).
  • Ensure form usability by applying fundamentals 
 of visual hierarchy. 18
  • Saks Fifth Avenue Mobile Checkout – Before
  • Saks Fifth Avenue Mobile Checkout – After
  • Make it easy for customers to process information, 
 especially at tipping point pages
  • WHAT IS UP YOU DOG YOU POST PURCHASE Remove the need for me to shop around next time by maintaining a valued relationship with me.
  • + My typically morning at home
  • Yesterday, at Orlando airport
  • Surprise, delight, and make an impression with a small gesture included in delivery. 19
  • Includes a free chocolate samples with every order. link.com
  • 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%
  • Show you care by sending a follow-up email asking about their purchase experience. 20
  • Test test test. And if you don’t know how, learn! 21 Bonus Tip
  • 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 http://fivesecondtest.com/ http://ethn.io/ http://www.usertesting.com/ http://usabilitytools.com/ http://WhatUsersDo.com http://www.intuitionhq.com/ http://www.apple.com http://fivesecondtest.com/ http://www.apple.com http://ethn.io/ https://blog.kissmetrics.com/100-usability-tests/
  • But at end of day,
 what truly matters most…
  • http://youtu.be/HgQPyU3J0P0 is that this is a pig on a surfboard http://youtu.be/HgQPyU3J0P0
  • Thank you Josh Levine Co-founder, CXO Alexander Interactive (Ai) www.alexanderinteractive.com [email protected] @neatpace @aiaio Download this deck and view others at: 
 www.slideshare.net/joshpacelevine http://www.alexanderinteractive.com mailto:[email protected] https://twitter.com/neatpace https://twitter.com/aiaio http://www.slideshare.net/joshpacelevine
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Text
  • Josh Levine Co-founder, CXO – Alexander Interactive (Ai) January 2015 – Surf Expo, Orlando FL 20 tips to improve sales on your ecommerce site
  • 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 http://www.alexanderinteractive.com http://www.twitter.com/neatpace https://twitter.com/aiaio
  • What do we mean when we say “increase sales”?
  • 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
  • Share practical tips on how 
 to move the needle across multiple metrics—without 
 having to overhaul your site. TODAY’S GOAL
  • What does it mean to be usable?
  • “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 http://www.amazon.com/Usable-Usability-Simple-Making-Better/dp/1118185471 http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to
  • 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 http://www.nngroup.com/articles/usability-101-introduction-to-usability/ http://www.nngroup.com/articles/usability-101-introduction-to-usability/
  • 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: http://www.nngroup.com/articles/usability-101-introduction-to-usability/ http://www.nngroup.com/articles/usability-101-introduction-to-usability/
  • 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
  • Let’s do this
  • 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 http://lookinfresh.tumblr.com/post/72374576304/lifestyleoftheunemployed-make-the-resolution-to
  • Provide shoppers with multiple ways to find products by grouping based on user needs, seasons, or trends. 01
  • Group products by activity shop.gopro.com http://shop.gopro.com/shopbyactivity
  • Group products by collections or trends roxy.com http://roxy.com
  • Group products by season or lifestyle Burton.com http://burton.com
  • Or showcase alongside complementary
 products to inspire (e.g., outfit) roxy.com http://www.roxy.com/
  • roxy.com Or showcase alongside complementary
 products to inspire (e.g., outfit) http://www.roxy.com/
  • Ensure no dead-ends. Maintain shopper momentum and avoid leaving sales on the table. 02
  • Recommend other categories and similar items in relevant areas (also inspires exploration) link.com 1 2 3 Product page often serves as an entry point
 into the browsing process
  • Recommend other categories and similar items in relevant areas (also inspires exploration) link.com 2 3 4
  • Recommend other categories and similar items in relevant areas (also inspires exploration) link.com 5 zappos.com http://www.zappos.com
  • Provide alternatives if there are no matches rei.com http://www.rei.com/
  • Bummer
  • Bummer Bummer x 2
  • Or if an item is out of stock ozscopes.com.au For Sure! http://ozscopes.com.au
  • Cross-reference other relevant sections within browsing
  • Add a What’s New category or filter to inspire exploration and support return visitors. 03
  • Just a select few of my many Sanuks…
  • So this is where folks like me roll. sanuk.com http://www.sanuk.com
  • Speed up search and improve quality of 
 results by incorporating autocomplete and 
 direct links. 04
  • 6x Customers who land on an autocomplete page suggestion are 6x more likely to convert than those who don’t. Source: KISSmetrics https://blog.kissmetrics.com/ecommerce-website-search/
  • Guide or inspire by finishing thoughts swell.comtoysrus.com http://www.swell.com http://www.toysrus.com
  • Help me make an educated decision on which product 
 is right for me. PRODUCT PAGE Source: https://www.flickr.com/photos/maxkiesler/8219158539/
  • Create impactful product photography by capturing details, adding context, and showing them in use. 05
  • Providing details is a necessity, not a luxury zappos.com http://zappos.com http://www.zappos.com
  • Which site better captures the essence and fit of this hat? gravitee.com zappos.com http://gravitee.com http://zappos.com
  • For Sure! Oh, zappos.com http://zappos.com http://www.zappos.com
  • Providing details is a necessity, not a luxury shirtsmyway.com http://shirtsmyway.com
  • Show in context to communicate scale melissaanddoug.com http://melissaanddoug.com/
  • Use video to show product in use, for
 instructional purposes, 
 or to showcase
 features and benefits. 06
  • 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%.
  • patagonia.com How to video “Replacing Your Battery” Showcase product features and benefits autozone.com http://patagonia.com http://autozone.com
  • Leverage existing brand videos or commercials almondsurfboards.com http://almondsurfboards.com
  • Write product descriptions that communicate value, tell a story, and engage emotion. 07
  • crutchfield.com http://crutchfield.com
  • Leverage social proof and user-generated content to help sell 
 your products. 08
  • 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 https://www.zendesk.com/resources/customer-service-and-lifetime-customer-value
  • tktk - can create a dedicated collection link.comcardinalcase.com http://www.cardinalcase.com/
  • tktk - can create a dedicated collection link.comcardinalcase.com http://www.cardinalcase.com/
  • tktk - can create a dedicated collection link.com
  • Guide customers by providing clear and prominent call-to-actions. 09
  • Show various angles link.com
  • Show various angles link.com
  • Show various angles link.com
  • 10 After an item has 
 been added to cart, recommend additional products that add real value for customers.
  • + + +
  • CREDIBILITY & TRUST I want to feel confident and
 secure in my decision to buy
 from you over a competitor. Source: http://fc00.deviantart.net/fs71/i/2013/011/0/3/skate_brasilia_by_jorgecardoso-d5r4pwr.jpg
  • 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. https://www.zendesk.com/resources/customer-service-and-lifetime-customer-value
  • 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 https://www.zendesk.com/resources/customer-service-and-lifetime-customer-value
  • Differentiate and instill confidence through accessible customer service. 11
  • of online shoppers want an online customer service chat or IM feature Source: Youstice 45% https://blog.kissmetrics.com/ecommerce-website-search/
  • Show various angles link.com
  • Show various angles link.comcrutchfield.com http://crutchfield.com
  • Make sure your unique value proposition is visible from every page. 12
  • Value elements should be visible from every page crutchfield.com http://crutchfield.com
  • Reinforce security and value at sensitive areas rei.com http://rei.com
  • Clearly display shipping costs and your return policy. Don’t leave 
 them guessing. 13
  • 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 http://www.ecommercebytes.com/cab/abn/y14/m05/i23/s02
  • of online shoppers said that being “presented with unexpected costs” was top reason for cart abandonment Source: woorank 56% http://blog.woorank.com/2014/09/cart-abandonment-ecommerce-tips/
  • Foster credibility and trust by including company testimonials, publishing reviews, and sharing total fans on social media. 14
  • 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 http://fc06.deviantart.net/fs71/i/2012/248/b/f/skate_on__sanfrancisco_by_meganwawesome-d5dpn5r.jpg
  • 68% of online shopping carts are abandoned Source: Baymard Institute, 2014
  • Do not force customers to register. 15
  • Remove initial barriers (e.g., email) for guest checkout rayban.com Gnarly Sketchy 
 Bro http://rayban.com
  • Tight
  • And ideally, remove the initial step entirely threadless.com Hella Tight http://threadless.com
  • Minimize distractions 
 by removing navigation and only asking for bare minimum of information. 16
  • Keep them focused on task by enclosing checkout
  • 17 Provide a variety of payment methods and allow customers to pay how they feel most comfortable (e.g., PayPal).
  • Ensure form usability by applying fundamentals 
 of visual hierarchy. 18
  • Saks Fifth Avenue Mobile Checkout – Before
  • Saks Fifth Avenue Mobile Checkout – After
  • Make it easy for customers to process information, 
 especially at tipping point pages
  • WHAT IS UP YOU DOG YOU POST PURCHASE Remove the need for me to shop around next time by maintaining a valued relationship with me.
  • + My typically morning at home
  • Yesterday, at Orlando airport
  • Surprise, delight, and make an impression with a small gesture included in delivery. 19
  • Includes a free chocolate samples with every order. link.com
  • 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%
  • Show you care by sending a follow-up email asking about their purchase experience. 20
  • Test test test. And if you don’t know how, learn! 21 Bonus Tip
  • 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 http://fivesecondtest.com/ http://ethn.io/ http://www.usertesting.com/ http://usabilitytools.com/ http://WhatUsersDo.com http://www.intuitionhq.com/ http://www.apple.com http://fivesecondtest.com/ http://www.apple.com http://ethn.io/ https://blog.kissmetrics.com/100-usability-tests/
  • But at end of day,
 what truly matters most…
  • http://youtu.be/HgQPyU3J0P0 is that this is a pig on a surfboard http://youtu.be/HgQPyU3J0P0
  • Thank you Josh Levine Co-founder, CXO Alexander Interactive (Ai) www.alexanderinteractive.com [email protected] @neatpace @aiaio Download this deck and view others at: 
 www.slideshare.net/joshpacelevine http://www.alexanderinteractive.com mailto:[email protected] https://twitter.com/neatpace https://twitter.com/aiaio http://www.slideshare.net/joshpacelevine
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