Optimizing Your E-commerce Site: What Not to Do and Why

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There is no shortage of testing best practices out there, but what about worst practices? In testing, knowing what not to do can save you time, resources and money.

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Copyright © 2012, SiteTuners - All Rights Reserved.
Optimizing E-commerce Sites:
What Not to Do and Why
WEBINAR
August 14, 2013

Ecommerce: The Good, the Bad, and the Ugly
Luke R. Diaz
Customer Account Executive
Customer Success
Copyright © 2013, Optimizely, Inc. – All Rights

Ecommerce: The Good, the Bad, and the Ugly
“UGLY & BAD” DESIGN
1. Burning hours on the “perfect” design
2. Moving something familiar
3. Homepage guesswork
“UGLY & BAD” TESTING
1. Obsessing over your homepage hero (and not
tracking Purchase Conversion)
2. Not all stages of the funnel are measured
3. Purchase CTA removed

1. Burning hours on the “perfect” design

2. Moving something familiar
BEFORE
AFTER
Result: -92.3% drop in clicks!

3. Homepage guesswork
Problems:
- I am not a girl
- I don’t live in Sacramento (or nearby)
- I don’t wear pink silicon watches

1. Obsessing over your homepage hero
(and not tracking Purchase Conversion downstream)

1. Obsessing over your homepage hero
Time spent on hero:
2 weeks
50+ man hours
Time spent tracking
conversion:
None

2. Not tracking all stages in the funnel
 Homepage CTR
 Search
 Product page
 Add to cart
 Share tools
☐ Conversion !
Added a
share tools
widget

3. Purchase CTA removed
3rd party
hosted image
Disappeared!

Copyright © 2012, SiteTuners - All Rights Reserved.
• Landing page reviews & best-practices website redesigns
• Landing page test plans
• Strategic mentoring and training
• More than 1200 clients since 2002
About SiteTuners

Copyright © 2012, SiteTuners - All Rights Reserved.
1. Beating The Big Drum
2. Using Technological Gimmicks
3. Unclear Call-to-action
4. Lack of Trust
5. Too Many Choices
6. Visual Distractions
7. Having Multiple Personalities
“Ugly & Bad” Things To Avoid

Copyright © 2012, SiteTuners - All Rights Reserved.

Copyright © 2012, SiteTuners - All Rights Reserved.
Before

Copyright © 2012, SiteTuners - All Rights Reserved.
After

A/B Testing Book
Get a free chapter of:
A/B Testing: The Most
Powerful Way to Turn
Clicks into Customers
Chapter 3: Seek the
Global Maximum
pages.optimizely.com/
book

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Optimizing Your E-commerce Site: What Not to Do and Why

3. Ecommerce: The Good, the Bad, and the Ugly “UGLY & BAD” DESIGN 1. Burning hours on the “perfect” design 2. Moving something familiar 3. Homepage guesswork “UGLY & BAD” TESTING 1. Obsessing over your homepage hero (and not tracking Purchase Conversion) 2. Not all stages of the funnel are measured 3. Purchase CTA removed

4. “UGLY & BAD” DESIGN

5. 1. Burning hours on the “perfect” design

6. 2. Moving something familiar BEFORE AFTER Result: -92.3% drop in clicks!

7. 3. Homepage guesswork Problems: - I am not a girl - I don’t live in Sacramento (or nearby) - I don’t wear pink silicon watches

8. “UGLY & BAD” TESTING

9. 1. Obsessing over your homepage hero (and not tracking Purchase Conversion downstream)

10. 1. Obsessing over your homepage hero Time spent on hero: 2 weeks 50+ man hours Time spent tracking conversion: None

11. 2. Not tracking all stages in the funnel  Homepage CTR  Search  Product page  Add to cart  Share tools ☐ Conversion ! Added a share tools widget

12. 3. Purchase CTA removed 3rd party hosted image Disappeared!

13. Ecommerce: The Good, the Bad, and the Ugly “UGLY & BAD” DESIGN 1. Burning hours on the “perfect” design 2. Moving something familiar 3. Homepage guesswork “UGLY & BAD” TESTING 1. Obsessing over your homepage hero (and not tracking Purchase Conversion) 2. Not all stages of the funnel are measured 3. Purchase CTA removed

14. Copyright © 2012, SiteTuners - All Rights Reserved. • Landing page reviews & best-practices website redesigns • Landing page test plans • Strategic mentoring and training • More than 1200 clients since 2002 About SiteTuners

15.

16. Copyright © 2012, SiteTuners - All Rights Reserved. 1. Beating The Big Drum 2. Using Technological Gimmicks 3. Unclear Call-to-action 4. Lack of Trust 5. Too Many Choices 6. Visual Distractions 7. Having Multiple Personalities “Ugly & Bad” Things To Avoid

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39. 146 clickable links!

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50. Copyright © 2012, SiteTuners - All Rights Reserved. 1. Beating The Big Drum 2. Using Technological Gimmicks 3. Unclear Call-to-action 4. Lack of Trust 5. Too Many Choices 6. Visual Distractions 7. Having Multiple Personalities Summary

53. A/B Testing Book Get a free chapter of: A/B Testing: The Most Powerful Way to Turn Clicks into Customers Chapter 3: Seek the Global Maximum pages.optimizely.com/ book

54. “The Conversion Conference was like taking 4 years of advanced study in two days” - SF Attendee Learn, Grow and Profit from the Secrets of the Highest Converting Websites Mobile conversions  Optimizing video  CRO case studies  Psychology & design Landing page best practices  Behavior-based personalization  Usability And much more! Save $200 on Registration with Promocode OPTST www.ConversionConference.com

55. Copyright © 2012, SiteTuners - All Rights Reserved. Express Review - Special Offer - $100-off • 45 or 90-min interactive review of landing page or website • Video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of page http://Express-Review.com – Starting at only $699 First 5 reviews will be discounted by $100 (mention “UGLY WEBINAR” after you buy by August 23)

56. Copyright © 2012, SiteTuners - All Rights Reserved. Q&A and Contact Info tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1

Optimizing Your E-commerce Site: What Not to Do and Why

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