MivaCon 2013 Tim Ash Keynote

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MivaCon 2013 - Extraordinary Ecommerce by Miva Merchant! Two days of expert speakers on web development, SEO, PPC, conversion rate optimization, social media, mobile optimization and analytics.

Technologie

A Customer Odyssey:
Wandering In The E-commerce Wasteland

Tim Ash – CEO SiteTuners
#mivacon13 @tim_ash

Copyright © 2013, SiteTuners - All Rights Reserved.

About SiteTuners
• Conversion-focused website blueprints (tactical or strategic)
• Landing page test plans & testing strategy
• Internal optimization team training & mentoring
• More than 1200 clients worldwide since 2002

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

SiteTuners E-commerce Background
SiteTuners has successfully improved over 200 e-commerce catalogs.

SiteTuners principals have keynoted & presented at dozens of e-commerce events worldwide.

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Part I
Walk a mile in my shoes
(you don’t understand your visitors)

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Takeaways

You are not like your visitors…

• You know to much - have a framework to fill in the gaps
• You are too patient - willing to put up with major issues
• You care – others are not invested at all

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Part II
If you can’t find it easily,
it does not exist
(awareness)
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Takeaways

• Your site does not exist in a vacuum
• The search does not start on your site
• Make sure key categories are visually discoverable
• Don’t use banners with motion – they are evil
• Carousels are useless and not discoverable
• Don’t rely exclusively on text nav-bar labels

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Part III
The power of self-selection
(interest)

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Useful interest taxonomy - Style

Modern

Traditional

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Useful interest taxonomy - Materials

Leather

Fabric

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Useful interest taxonomy - Function

Futon Sofa

Daybed Chaise

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Takeaways

• Provide a small number of clear and useful choices
• Do not show product-level items too early
• Don’t “throw up” all over your visitors (too many items)
• Not everything is a “filter” at this stage
• Create useful taxonomies & product wizards
• Fix your onsite search

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Part IV
Give me what I want
(desire)

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Things I Care About

• Dimensions • Old sofa disposal
• Build quality • Guarantees
• Comfort of bed • Return policy
• Color options • Financing options
• Cost • That others like it
• Availability – lead time • That my wife likes it

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Takeaways

• Give me the details
• Help me experience it
• Let me customize it
• Don’t hide key information - group it spatially
• Let me save my in-progress work & share with others

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Part V
Get out of my way,
and don’t surprise me
(action)
Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Takeaways

• Be clear about the money
• Not everything should be a button
• Prioritize buttons if you have more than one
• Follow existing conventions – don’t reinvent the wheel
• Relieve anxiety before it arises (add transactional trust)

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

A resource for Conversion Rate Optimization

• Revised and expanded 2 nd edition
• Over 150 pages of new content
• E-commerce best-practices section

Get it on Amazon

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Giveaway – Free Express Review
• Unflinchingly honest interactive review of landing page or website
• 45- or 90-min video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of your page

http://Express-Review.com - Starts at $699
$100-off for all who enter to win at our booth & order by 3/15

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

Save $200 off of Conversion Conference
April 15-16 Other 2013 shows:
Chicago – June 11-13
San Francisco Boston – Sept 30-Oct 1
Berlin – Nov 4-5
Use promo code MIVA2013 London – Nov

Copyright © 2013, SiteTuners - All Rights Reserved.

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

Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

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2. About SiteTuners • Conversion-focused website blueprints (tactical or strategic) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1200 clients worldwide since 2002 Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

3. SiteTuners E-commerce Background SiteTuners has successfully improved over 200 e-commerce catalogs. SiteTuners principals have keynoted & presented at dozens of e-commerce events worldwide. Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

12. Takeaways You are not like your visitors… • You know to much - have a framework to fill in the gaps • You are too patient - willing to put up with major issues • You care – others are not invested at all Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

20. Takeaways • Your site does not exist in a vacuum • The search does not start on your site • Make sure key categories are visually discoverable • Don’t use banners with motion – they are evil • Carousels are useless and not discoverable • Don’t rely exclusively on text nav-bar labels Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

30. Not useful interest taxonomies • Color – secondary to the other choices • Price – don’t know what is reasonable • Brand – don’t really know any Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

31. Takeaways • Provide a small number of clear and useful choices • Do not show product-level items too early • Don’t “throw up” all over your visitors (too many items) • Not everything is a “filter” at this stage • Create useful taxonomies & product wizards • Fix your onsite search Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

33. Things I Care About • Dimensions • Old sofa disposal • Build quality • Guarantees • Comfort of bed • Return policy • Color options • Financing options • Cost • That others like it • Availability – lead time • That my wife likes it Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

38. Takeaways • Give me the details • Help me experience it • Let me customize it • Don’t hide key information - group it spatially • Let me save my in-progress work & share with others Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

45. Takeaways • Be clear about the money • Not everything should be a button • Prioritize buttons if you have more than one • Follow existing conventions – don’t reinvent the wheel • Relieve anxiety before it arises (add transactional trust) Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

47. A resource for Conversion Rate Optimization • Revised and expanded 2 nd edition • Over 150 pages of new content • E-commerce best-practices section Get it on Amazon Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

48. Giveaway – Free Express Review • Unflinchingly honest interactive review of landing page or website • 45- or 90-min video transcript recorded via GoToMeeting • Includes AttentionWizard “attention heatmap” of your page http://Express-Review.com - Starts at $699 $100-off for all who enter to win at our booth & order by 3/15 Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

49. Save $200 off of Conversion Conference April 15-16 Other 2013 shows: Chicago – June 11-13 San Francisco Boston – Sept 30-Oct 1 Berlin – Nov 4-5 Use promo code MIVA2013 London – Nov Copyright © 2013, SiteTuners - All Rights Reserved.

50. 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 Copyright © 2013, SiteTuners - All Rights Reserved. #mivacon13 @tim_ash

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