The workshop covers conversion optimization and usability practices. How to find spots to improve, how to track conversions results, best usability tips, long term a/b testing strategy.
10. Usability Audit: Home page
Ugly photos
Overloaded with non-relevant content
Brand logos are missing
Shopping cart is missing
Too much of plain text
11. Usability Audit: Listing
Products under fold line
Subcategories, but no filters
Sorting is missing
Ugly photos;
Call-to-action is missing;
No ability to compare watches.
12. Usability Audit: Product page
Extra elements
Only one small photo
How to pay? How it will be
delivered?
Too little information about
technical characteristics,
description
No similar models
14. We provided:
UI/UX audit
Heatmaps overview
Analysis of Google analytics statistics
We found out:
Problems in user interface
Low level of conversion rate
High level of bounce rate on landing pages
15. If you can’t track it —
you can’t improve it. Start with
analytics first.
Statistics tools
16. Google Analytics Heatmaps
http://www.google.com/analytics/ http://metrica.yandex.com/
20. Analytics: why do you need it?
How much does attracted visitor cost you?
Visitors from what regions buy more products?
What product categories are best selling?
What product categories produce more revenue?
21. Data Reports Analytics
Just a tool that collects data
and prepare reports
22. What you do need in Google analytics
Goals
E-commerce
Bounce rate
35. 90% of usability issues due to
inappropriate design process.
Many designers missed that
prototyping is a critical step.
Redesign it
Goal: +20% to conversion rate
41. New product page
Product card:
— big photo;
— call-to-action near the price;
— info about payment and
delivery;
— interesting facts about this
product;
— brand logo.
Technical details
Reviews
Similar watches
$ 1M for 8.43%
42. New cart
Product name, manufacturer,
warranty and price
Call-to-action
Accessories
64. Text that sell your products
Emotional
Human oriented, not only SEO
No mistakes
65. Page load time
Experiments at Amazon.com showed
that every 100-ms increase in the page
load time decreased sales by 1 percent.
Similar work at Google revealed that a
500-ms increase in the search results
display time reduced revenue by
20 percent
69. We recommend
promodo.com/blog
twitter.com/promodo_en
Bryan Eisenberg — bryaneisenberg.com
Tim Ash — sitetuners.com
Avinash Kaushik — kaushik.net
70. Thank you!
Questions, please.
Speakers from
Paul Ryazanov Marina Ryashchikova
Director of business development Head of usability/UX department
at Promodo at Promodo
e-mail: p.ryazanov@promodo.com e-mail: m.ryashchikova@promodo.ru
Skype: pavel.ryazanov Skype: aniramus