A practical workshop that will deliver a range of tips and techniques on ways to improve e-commerce order conversion rates for subscription acquisition and renewal transactions.

1. E-commerce top tips
Ways to improve and track the UX

2. Agenda
 Measuring your website
 Where should you send potential customers
 Tracking
 Engagement / usability
 Persuading customers to buy
 Simple purchase
 Retention
 Testing

3.  Web Analytics
 Make sure you have the fundamentals in place
 Understand what the key visit / sales drivers are
 Know your audience demographic and how they perform
 Surveys
 Keep it simple
 Great insightful feedback
 Survey Monkey, Demographix
Before you make changes……measure
your website

4.  Dovetail Subscriber Survey
 Data is ready for viewing
 Top line and detailed analysis
Before you make changes……measure
your website

5. Web analytics – dashboard reports

6. Web analytics – where are the gains?
Channel Sessions Transactions Revenue Average Sale Conversion
Additional
Transactions
Additional
Revenue
Referral 100,000 1,250 £25,000.00 £20.00 1.25% 1000 £20,000.00
Direct 60,000 2,000 £60,000.00 £30.00 3.33% 600 £18,000.00
Organic Search 20,000 800 £28,000.00 £35.00 4.00% 200 £7,000.00
Paid Search 10,000 1,000 £25,000.00 £25.00 10.00% 100 £2,500.00
Social 5,000 50 £1,000.00 £20.00 1.00% 50 £1,000.00

7. Fundamentals
 Agree the business goals
 Breakdown the key activities
 Identify the metrics you’ll use to measure each activity set
 Measure the results

8. Where do visitors land?
Landing Page % Visitors Bounce Rate %
Home page 20% 18%
Category page 30% 31%
Product page 50% 54%
 Understand where you send your
customers
 And what impact this is having on
bounce rates
 Remember you want customer to
check out as quickly as possible
 Hot leads should be taken straight
into an offer page
Promotion Destination
Brand offer (on-line) Product page
Brand offer (off-line) One stop shop / Purchase page
Portfolio Category / Portfolio page

9. Where do visitors land?
 Deep link to the
appropriate offer
 Use geo-targeting
to improve
overseas
conversion
 Test removing the
promotional code
box

10. Where do visitors land?

11. Where do visitors land?
 Deep link your
offline channel to
the appropriate
site page

12. Where do visitors land?
 Use
landing
/category
pages to
promote
portfolio
activity

13. Remember to track
 Append campaign
tracking to your online
activity
 Provides real insight
into what is working!

14. Remember to track
URL BUILDER

15. Engagement - branding
 Theming a page
will help reduce
bounce rates
 Conversion rate
improvements

16. Engagement - content
 High quality images
 Look inside
 SEO friendly copy
 Reasons to purchase
Research completed by the Nielsen
Group, showed 79% of their test
users scanned any new page they
came across with only 16%
reading word by word B
on research done by the.

17. Engagement - content

18. Usability - responsive
 Mobile/tablet traffic can be as high as desktop
 Conversion rate improvements
 If you’ve not optimised – work out the benefits

19. Persuading customer to buy – proposition
What makes a good proposition
 Desired product
 Well presented
 Attractive, clear price
 Right payment choices
In a recent survey of 2000
online British adults, it
found that 50% of those
who regularly shop online
said that if their preferred
payment method is not
available, they will cancel
the purchase.

20. Persuading customer to buy – proposition
 Offer urgency
 Currency inclusion

21. Persuading customer to buy – promotions
 Create appealing special
offers
 Studies show that 62% of
online shoppers are
looking for a discount

22. Persuading customer to buy – promotions
 Subscriber discounts on your merchandise
 Be wary of shipping costs – in an online study, 93% of customers
would be encouraged to purchase an item with free delivery

23.  Studies show 61% of customers
read online reviews before making
a purchase decision
 Dovetail integrated with Feefo
 Go Beyond The Customer Review..
 Testimonials
 Amazon book reviews
 App store reviews
Persuading customer to buy - reviews

24. Simple purchase

25. Simple purchase – checkout
 Keep the basket page simple
and informative
 Address uncertainty

26. Simple purchase – checkout
 Isolate the checkout
 Clear progress
indicators
 Security logos
 Collect email first
 Shorter forms
 Show customer care
information
 Account registration
in the background

27. Simple purchase – checkout

28. Simple purchase – checkout

29. Simple purchase – one click model

30. Remarketing
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Abandon basket
Send customers a follow up email if
they abandon the site
Conversion rates average between 5-
9%

31. Simple purchase – tracking
 Track any changes made to the checkout

32. Retention
 Make the login page
simple
 Choose a sign in
mechanism that works
best
 Track bounce rates

33. Test
 Understand via analytical insight what is worth testing
 Start of simple
 Choose a testing tool. Google Experiments, HoK, Qubit….
 Action and monitor
A/B suggestion….
 Price / Incentives
 Urgency
 Payment methods
 Branding

34. Summary
 Make sure you have the fundamental website tracking in place, and
use this to understand performance and where you need to improve.
 Deep link customers to right page
 Serve relevant, informative and engaging content
 Ensure the customer understands the proposition
 Keep the checkout process simple and address uncertainty
 Testing will help understand what to change
 When you make changes, ensure you understand how they
performed and whether they achieved the business objective

35. Questions?
Carl Faulkner
Email: carl.faulkner@dovetailservices.com
Telephone: 01795 414565