peep laja conversionxl
TRANSCRIPT
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Optimization for ECOMMERCE
Peep LajaConversionXLfollow @peeplaja
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Use security logos
Offer and promote free shipping
No forced registration
Show “new” and “on sale” items in the menu
Recover abandoned carts
Don’t use carousels
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Leased over $80 million in cars in 2012
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•Home•Category / Search•Product•Content / Customer service•Cart•Checkout
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YOU HAD ONE JOB
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•Home – Value propositon, push down the funnel
•Category/Search – help find smth they like
•Product – add product to cart•Content – inform, persuade•Cart – proceed with purchase•Checkout - pay
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Issue Bucket Background Action RatingGoogle Analytics bounce info is wrong
Instrument Google Analytics script is loaded twice! Line 207 and 506 of the home page both contain GA code, as do all the other pages.
Remove the double entry
★★★★★
Conversions are low for IE9.
Investigate Possible cross-browser issues. Conduct cross-browser testing. ★★★
People are unsure where to go next from the home page
Hypothesize Too many options create hesitations, paradox of choice.
Come up with a single prominent CTA.
★★★
Missing value proposition on the home page
Test Add a compelling value proposition in the header of your website that states what your website is about, what can they do here and why should they do it
Add prominent value proposition
★★★★★
Content is very hard to read
JFDI Font size 11px is too small Increase font size★★★
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Revenue per visitor for site searchers
Before: $18.2After: $18.8
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Ring model: a way to look at the ‘layers’ or ‘levels’ reached
Bounce
Search or Category
Product Page
Add to cart
View cart
Checkout
Complete
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Measure every feature
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Test multiple iterations for
each hypothesis
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Category: help people find smth
they like
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Hamburger
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Does sort order matter?
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Product: add to cart
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CTA color
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What’s best for increasing motivation?
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Heap Analytics
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Checkout: pay
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1. Best practices? Blah blah
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2. Where and what?
* ResearchXL
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3. Measure what users are doing
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4. Do iterative testing
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5. Involve others for solving big problems
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Read my blog
ConversionXL.comPeep Laja@peeplaja