Day 1: E-Commerce and shopping cart optimization recap PubCon 2010

Speakers:
Rob Snell, managing partner, gun dog supply
Khalid Saleh, President and founder, Invesp
Paul Boisvert, Director product management, Yahoo! small business, Yahoo!
Ethan Giffin, CEO and founder, Groove Commerce

Khalid Saleh

Tests to also walk checkout security can assure customers actually backwards start and reduce conversion rates.

Process of the CRO

Where StartImplement optimization with a FrameworkImprove in iterations to plan

4 Number of conversion optimization

No more "anywhere start" ApproachNo more brute force OptimizationNo more "best practices" No. more "test, test, test!"(Part of conversion optimization, but not the end of CRO is tests)

Items evaluated in a good CRO framework

Visitors (visitors have categorically different personas: spontaneous, aggressive, caring, logical, etc.)Confidence (value proposition, consistency, continuity) buy stage (locate information and research) FUDs (fear, uncertainty, doubt) incentives (urgency, clarity, upsell) commitment (promoting return visits and purchase)

Paul Boisvert

Good design = right content, right place, right time, proper treatment

Good design makes 3 things:

1. Odors – when visiting the site is "Scent" helps users, on the way to stay and offers end Accomplsih to help you achieve a strong measure of consistency from the beginning.

2. Tells

Content should address buyer of personas, as offered by Bryan Eisenberg:

CompetitiveSpontaneousMethodicalHumanistic

New research suggests that people on multiple persona types fall, and some are longer activated at different times.According to branding and intention of "Captain Kirk" you need to enable persona and stifle the persona "Mr. Spock" to get your visitor to sales.

Get media mentioned on your site.Can rub off the reputation of the other credible organizations on your reputation.

3. Sold

5 Steps for sale drive

Start practices (not leave in the kind of testing outside the box practices) test with best before LaunchingMeasure LaunchRun A/B/n or MV TestsImplement winner, revise and repeat steps 2 through 4 until the sale of business, retirement or death

Ethan Giffen

Focus on site search

Important facts about site search:

Visitors who want to search with website engage.Conversion prices of people who use site search 3-5 X higher interact for good website SearchAverage conversion rate of visitors of the site search value order of people interacting with site search are 25-50% higher than average CustomersMuch easier than the same on product pages to double

Ways to fix your site search:

Check the top 100 queries. review top 100 searches with no revenue - insert into your Web site search and see what you get. verify you the top 100 searches with no Ergebnisse.Genannt are similar products otherwise? facing important words of product description? selling the product currently online, if you could? is the site search does not offer alternatives for the last year's discontinued models?

Select a provider (unless you're a large retailer, you should probably use a 3rd party product such as Nextopia or SLI)

Do not try it yourself bauen.Hat the SS universal search for other forms of content have to? provides the SS filtered search one navigation element? the SS provides solutions for spellings or synonyms? the AutoComplete function provides the SS? what kind of coverage offered by the system?

Which attributes you want to in the data feed? what attributes are important to visitors and to integrate them in the search result feed? forgotten not configure for "Did my..."Queries, synonyms, direct hits/increase (where do they appear always a particular page for a specific term first)? what if no result in SS? is there more you can do to help the viewfinder?

Rob Snell

Your site's position:

We are ExpertsThis product is what you should buy from us WantYou

Did this by:

Humanization of experts through images and content.Adding "Expert" on product descriptions and PPC ad text, so you search results.Blogging (half to demonstrate expertise) released the actual test results and not shy to off ManufacturersEndorsing specific products through OthersBeing cheap tick to publish product SpecificationsTelling things (i.e. not "cheapest", but it means "Contest") plainly list the benefits purchase with ThemAnswering customer questions very quickly

The above things do increase in sales resulted from $10 M.

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