When it comes to increasing sales for your ecommerce site, most people focus on getting more traffic to their site. This can be expensive and often is not the best way to maximize ROI. Last year we focused mainly on usability and while that's still integral for conversion optimization, we'll be exploring mobile optimization along with effective ways to increase your average order value.

1. CONVERSION
OPTIMIZATION 2.0
PHILIP HANSEN

2. About Conversion Optimization
• Use common sense
• TEST & make data driven decisions
• Know your customer, know your goals
“Trying to increase sales simply by driving more traffic to a website with a
poor customer conversion rate is like trying to keep a leaky bucket full by
adding more water instead of plugging the holes.”
-Bryan Eisenberg, Call to Action

3. Disclaimers
• Use common sense
• There are no guarantees
• Low traffic sites
– General / social marketing
– On-page SEO & content strategies
– Email Marketing

4. What We Covered Last Year
• Usability & LOTS of Feature Ideas
• Homepage
• Category
• Product
• Checkout
• Site Search
Did anyone try something from last year?

5. Usability Recap

6. Homepage & Category
• Keep things clean
• Keep content and visuals consistent
• Get them off of homepage & category
pages and into product / shopping process
(customers don’t have their questions
answered)
• Don’t give slideshows too much credit

7. Site Search
• It’s important. Don’t overlook it.

8. Product Page
• Keep things clean
• Keep product imagery consistent and
professional
• Set expectations clearly
• Get customers interacting with your
product data or page (social media, user
generated content etc.)

9. Checkout Process
• Clear call to action buttons that are not
clouded by insignificant action buttons
• Basket page is critical
• Limit form fields & consolidate terms
• Reinforce Security
• Reinforce Trust (Security & customer
service availability)

10. Average Order Value

11. Average Order Value
• What is it?
• How do we measure it?
• Why is it important?

12. Common Ways to Increase AOV…

13. Native Miva Promotional Capabilities
• Add-On Product
• Buy X Get Y
• Percentage Discount
• Fixed Discount
• Shipping Discount(s)
• Specific Sale Price
• Volume Pricing

15. Upon Customer Login
• If redirecting to ‘my account’, bring
product array into that page or featured
categories to send into shopping
experience
• Personalized product recommendations*

16. Ancillary Product Listings on Product Page
• “Related Products”, “Customers who
bought this also bought…”, “Recently
Viewed” (doesn’t have to be dynamic data)
– Don’t distract, yet make available (tabs)
– Advanced offerings like 4-Tell, Strands
Recommender or Intellisuggest

22. Ancillary Product Listings on Product Page
• “Related Products”, “Customers who
bought this also bought…”, “Recently
Viewed” (doesn’t have to be dynamic data)
– Don’t distract, yet make available (tabs)
– Advanced offerings like 4-Tell, Strands
Recommender or Intellisuggest
• Kits / Bundles

24. Add to Cart as Upsell
• Use AJAX add to cart to present key upsell
opportunities (When user adds Grill to
cart, they should be presented with
corresponding cover and accessories)

27. Basket Page Product Arrays
• Wishlist Items
• Dynamic Suggested Products
• Threshold-fulfilling items (e.g. Free
Shipping)

31. Formal Upsell Step During Checkout
• Design & implement carefully (Don’t hurt
your funnel)
• Test different types of products and update
frequently (especially if you have repeat
customers)

34. Use Invoice Page
• Display products & Send them back into
shopping mode
• If you have the margin, give something like
Social Rebate a try

36. Mobile

37. Why Optimize for Mobile?
• Global Trend
– Not slowing down (and affecting every
industry)
– Demandware reported nearly 1/2 of traffic
and 1/3 orders from mobile/tablet in Q4 2014
• Your competitors are doing it
• Google tells you to do it (News Flash: April
21st Mobilegeddon)
• Your customers expect you to...

38. How to Optimize for Mobile?
• Responsive Frameworks
– Bootstrap
– Foundation
– CornerstoneUX – Matt Zimmermann
• Adaptive Future Capabilities with Miva
Merchant

39. Mobile Layout Gotchas
• Designing desktop site with mobile and
tablet as afterthought
– Strategy needs to go into position / order of
elements on desktop as they affect mobile and
tablet layouts

40. Mobile Layout Gotchas
• Target areas too small or tight
– Attributes
– Navigation Bar
– Call to Action Buttons
– Quantity / Other Input Fields

42. Mobile Layout Gotchas
• Text on images becomes illegible
– Keep text large
– Avoid text imbedded into images altogether
• One Page Checkout or long pages become
burdensome (scroll factor can be slower
than page load)

44. Mobile Layout Recommendations
• Optimize checkout flow with touch-assistance
and native OS capabilities
– Dropdown menus
– Phone number input
– Credit Card number input
– Credit Card expiration dates
• Use PayPal and other alternative
payments/checkouts

46. Mobile Optimization
• Do it.

47. PHILIP HANSEN
PHansen@Miva.com