Are you looking to increase e-commerce sales without pouring more money into driving traffic to your website? Is your e-commerce website not turning visitors into customers, and you're not sure why? In this class, you'll discover design factors that make it easier for customers to purchase, what works in terms of cross-selling and up-selling, and much more. You'll walk away with usable advice to drive more sales immediately or build into your future e-commerce strategies.

1. 10 Strategies
for E-Commerce
Success
Digital Atlanta
November 8, 2011

2. 10 Strategies
for E-Commerce
Success
Digital Atlanta
November 8, 2011

3. Know Your
Metrics

4. Goals and Goal Funnels

5. E-Commerce Tracking

6. E-Commerce Tracking

7. Site Search

8. Know Your Metrics
• Goal Funnel
Where are people leaving? Where did they
go?
• E-Commerce Tracking
All Traffic Sources, sorted by conversion
rate
• Site Search
Search terms, sorted by % Search exits

9. Slow Costs
Money

11. Source: Kohavi and Longbotham 2007
With every 100ms increase in
your website’s load time,
sales can decrease by 1%
Source: Kohavi and Longbotham 2007

12. 414 Kb 45 Kb

13. Photo Credit: johnrudolphmueller

16. Slow Costs Money
• Optimize Images
Use “Save for Web”, Yahoo Smush.it
• Reduce HTTP Requests
Use CSS Sprites, Combine JavaScript &
CSS files, Remove unnecessary images/
scripts
• Use Compression
Server-side compression, Compressed
libraries

17. Customize
the User
Experience

24. Customizations
• First Time Visitors
• Geographic Location
• Search Queries
• Visitor Behavior

25. Remove
Barriers to
Ordering

31. Remove Barriers
• Show Shipping Costs Early
Especially if offering free shipping
• Simplify the Order Process
One page checkout
Registration not required
• Look at Error Text & Verbiage
Explain errors in plain English
Show what and where to correct
• Provide a Phone Number

32. Build Trust

38. Remove Barriers
• Supporting Information
Guarantee & Returns Information
Prominent Phone Number
• Social Proof
Customer Testimonials & Reviews
• Third Party Endorsements
BBB, McAfee Secure, SSL Seal
Credit Card logos, Shipping logos

39. Customers
Know Best

41. Comers Know Best
• Survey Real Customers
• UserTesting.com
• CrazyEgg
• Analytics

42. Strip the Cart

47. Strip the Cart
• “Best Practices”
• Listen to Your Customers
• Let the Data Speak for Itself

48. Strategic
Follow-ups

50. Ignore My
Advice!

51. Test, Test,
TEST!

52. Test, Test, Test!
• Use Website Testing Software
Google Website Optimizer
Visual Website Optimizer
• Run One Test at a Time
In each section
• Don’t Test Too Many Variations

54. Recap
1. Know your Metrics
2. Slow Costs Money
3. Customize the Experience
4. Remove barriers to ordering
5. Build Trust / Provide social proof
6. Customers know best
7. Strip down the cart
8. Strategically follow-up
9. Ignore my advice!
10. TEST, TEST, TEST

55. Get In Touch
Web: www.kelseyads.com
Email: brandon.eley@kelseyads.com
Twitter: @beley
Slides: www.brandoneley.com