Miva Con 2016 - Ecommerce Trends & Conversion Optimization Best Practices
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Steven Soule presented on ecommerce trends and conversion best practices. He discussed emerging trends like the Internet of Things and how devices like Amazon Echo are changing user interactions. He also covered machine learning applications for recommendations and fraud detection. Soule then reviewed best practices for optimization, including providing diverse and integrated shopping experiences across devices and environments, enhancing the user experience through ease of use and trusted brands, tailoring experiences to users, and testing variations to maximize conversions.
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Ähnlich wie Miva Con 2016 - Ecommerce Trends & Conversion Optimization Best Practices
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Miva Con 2016 - Ecommerce Trends & Conversion Optimization Best Practices
- 1. SESSION TITLE Presenter’s Name Ecommerce Trends & Conversion Best Practices PRESENTER: Steven Soule
- 2. TL;DR bitly.com/mivacon16-best-practices Miva Professional Services Conversion Optimization SEO Tools Ecommerce SEO Guide
- 3. INTRODUCTION • Who am I • What am I passionate about • What will we be talking about
- 5. Internet of Things • IoT – Appliances • HP Instant Ink • Whirlpool Smart Kitchen – Amazon Dash • Button • Replenishment • Talking to Machines
- 12. Conver[sion]sations • Examples: – Siri, Alexa, Google Now, Facebook M • Practically: – Dominos Dom – Amazon Echo – Operator – Magic
- 16. Machine Learning: Fraud Detection
- 19. Diverse & Integrated • Environments: – Brick & Mortar, Website, Mobile App, Email, Social • Devices: – Watches, Phones, Tablets, Desktops, Gaming Devices, Cars, Appliances, VR
- 20. Diverse & Integrated • Environments: – Brick & Mortar, Website, Mobile App, Email, Social • Devices: – Watches, Phones, Tablets, Desktops, Gaming Devices, Cars, Appliances, VR
- 21. User Experience • Ease-of-use – Intuitive UI – Responsive – Page-load-time • Impression – Trusted Brand – Quality Products / Content – Pleasant UI
- 22. User-tailored Experiences • Amazon – Logged in vs. not logged in
- 23. < Logged in vs. Not logged in >
- 26. Search & Category Pages • Encourage Exploration • Sort By Popularity • Facets & Filters – Price, Reviews • Product Comparisons
- 27. Search & Category Pages • Encourage Exploration • Sort By Popularity • Facets & Filters – Price, Reviews • Product Comparisons
- 28. Product Pages • Clear Call-to-action • High Quality Imagery – Multiple Images, Life-style Imagery, Videos, Image Gallery • Rich Reviews • Value Propositions – Shipping, Discounts, Return Policies • Competitor Comparisons
- 29. Checkout • Minimize Resistance – Reduce, Reduce, Reduce • Offer Free Shipping • Mobile Wallets – PayPal, Amazon Payments, Apple Pay, Google Wallet, Samsung Pay
- 30. Order Fulfilment & Follow-up • Cart Abandonment Emails • Order Confirmation Email – Offer Suggested Products – Offer Deals – Prompt for Survey • Enable Shipping Tracking Emails • Create Segmented Email Campaigns
- 31. Social Media • Offer Customer Service • Educate Customers – YouTube Videos – Follow up for Reviews
- 32. Testing • A/B Test It – Isolate problems – Define solutions & winning factors – Develop variations – Decide based on quantitative data – Repeat • Usability Testing
- 35. Blades Awards • New to Miva – shebeest.com * – moviereplicasdirect.com – benchmarksignsandgifts.com – firesignbrand.com • Best Feature – oliverands.com – planttherapy.com * – crownprintsclub.com – mayajewelry.com * Blades Award Winners • Best Enterprise Website – batterymart.com – 3riversarchery.com * – ghpgroupinc.com – wetsuitwearhouse.com • Best Small Business Website – lotussculpture.com – nichemodern.com * – bluerosepottery.com – weddingfavorites.com
- 36. FINAL THOUGHTS
- 37. Ecommerce Trends & Conversion Optimization Best Practices Thank You! ssoule@miva.com @steveosoule The End bitly.com/mivacon16-best-practices
Hinweis der Redaktion
- INTRODUCTION Who am I My Bias Technical / Developer / Non store owner What am I passionate about Growing / cutting edge technologies Crafting user experiences What will we be talking about Ecommerce Trends Conversion Best Practices
- ECOMMERCE EVOLUTION buyer-> seller / barter Buyer -> company Buyer -> catalog Buyer -> website Buyer -> things
- Ecommerce Trends What are the latest trends?
- Ecommerce Trends Internet of Things INTRO Growth of: Responsive/Adaptive Design Apps Social Media Image Credit: http://www.keplerotech.com/en/impressive-evaluations-for-internet-of-things/ http://www.keplerotech.com/wp-content/uploads/2014/02/4zzb87i6nq_Internet_of_Things.jpg https://www.quora.com/How-many-things-were-connected-to-the-Internet-of-Things-IoT-in-2012 https://qph.is.quoracdn.net/main-qimg-7991cd4f9ecf7dde043318ef329cebdc?convert_to_webp=true
- Internet of Things IS GROWING Image Credit: http://www.intel.com/content/www/us/en/internet-of-things/infographics/guide-to-iot.html http://www.intel.com/content/dam/www/public/us/en/images/iot/guide-to-iot-infographic.png
- Internet of Things THE USER Integrated Experiences Seamless Connected Automatic Image Credit: http://www.intel.com/content/www/us/en/internet-of-things/infographics/guide-to-iot.html http://www.intel.com/content/dam/www/public/us/en/images/iot/guide-to-iot-infographic.png
- Internet of Things ECOMMERCE IMPLICATIONS Buttons / Replenishment / Automation / Ease of Access Automatic Replenishments Appliances HP Instant Ink Whirlpool Smart Kitchen Amazon Dash Button Replenishment Image Credits: https://fresh.amazon.com/dash/ https://www.amazon.com/b/?node=10667898011&sort=date-desc-rank&lo=digital-text https://images-na.ssl-images-amazon.com/images/G/01/kindle/store/2015/db/Dash_PlaceIt_category_05_US_900x400.gif http://www.amazon.com/b?node=8037720011
- Internet of Things ECOMMERCE IMPLICATIONS Drone Delivery Amazon Prime Air Image Credit: https://www.amazon.com/b/?node=10667898011&sort=date-desc-rank&lo=digital-text http://www.amazon.com/b?node=8037720011
- Internet of Things ECOMMERCE IMPLICATIONS 3D Printing Shapeways.com 3D Printing Marketplace Gadgets, Accessories, Jewelry, Art, For Your Home, Games, Miniatures New Balance & 3D Systems 3D-printed midsole Amazon 3DLT: 3D Printed Products Storefront Image Credits: http://www.shapeways.com/marketplace/ http://www.3dsystems.com/
- Conver[sion]sations http://alistapart.com/article/all-talk-and-no-buttons-the-conversational-ui http://alistapart.com/d/_made/d/all-talk-no-buttons_960_500_81.jpg
- Conver[sion]sations Practically Dominos Dom http://r3integration40.com/project/dom-takes-your-order/ 100% increase in app downloads 500,000 voice orders Image Credits http://shortyawards.com/7th/dom http://shortyawards.com.s3.amazonaws.com/entries/83f3f4a4-8092-49fd-8bb8-a0a7c125cf4c_Meet_DOM.jpg
- Conver[sion]sations Alexa / Amazon Echo Image Credits http://www.amazon.com/b/?node=14047587011 http://g-ecx.images-amazon.com/images/G/01/kindle/dp/2016/P/feature-hero.jpg http://www.technologyintegrator.net/article/best-of-ces-vivint-announces-integration-with-nest-and-amazon/all/ http://network.napco.com/technology-integrator/wp-content/uploads/sites/15/2016/01/Amazon-Echo-Featured.png
- Conver[sion]sations Magic
- SMARTER Machine Learning Real Time Recommendation Engines Search Spring http://neo4j.com/use-cases/real-time-recommendation-engine/ Always promo vs. willing to buy Image Credits http://neo4j.com/use-cases/ http://dev.assets.neo4j.com.s3.amazonaws.com/wp-content/uploads/usecase-recommendation-color.png http://neo4j.com/developer/
- SMARTER Fraud https://www.maxmind.com/en/minfraud-services Image Credits http://neo4j.com/use-cases/ http://dev.assets.neo4j.com.s3.amazonaws.com/wp-content/uploads/usecase-recommendation-color.png http://neo4j.com/developer/
- BEST PRACTICES User Experience Mobile / Responsive Home / Landing Category / Search Product Checkout Post-checkout Social Media Testing
- Diverse & Integrated Environments: Brick & Mortar, Website, Mobile App, Email, Social Devices: Watches, Phones, Tablets, Desktops, Gaming Devices, Cars, Appliances, VR http://bradfrost.com/blog/post/this-is-the-web/ http://bradfrost.com/wp-content/uploads/2012/03/this-is-not-web-650x487.png http://bradfrost.com/wp-content/uploads/2012/03/this-is-the-web.png http://bradfrost.com/wp-content/uploads/2012/03/this-will-bethe-web-650x487.png
- Diverse & Integrated Environments: Brick & Mortar, Website, Mobile App, Email, Social Devices: Watches, Phones, Tablets, Desktops, Gaming Devices, Cars, Appliances, VR http://bradfrost.com/blog/post/this-is-the-web/ http://bradfrost.com/wp-content/uploads/2012/03/this-is-not-web-650x487.png http://bradfrost.com/wp-content/uploads/2012/03/this-is-the-web.png http://bradfrost.com/wp-content/uploads/2012/03/this-will-bethe-web-650x487.png
- Diverse & Integrated Environments: Brick & Mortar, Website, Mobile App, Email, Social Devices: Watches, Phones, Tablets, Desktops, Gaming Devices, Cars, Appliances, VR http://bradfrost.com/blog/post/this-is-the-web/ http://bradfrost.com/wp-content/uploads/2012/03/this-is-not-web-650x487.png http://bradfrost.com/wp-content/uploads/2012/03/this-is-the-web.png http://bradfrost.com/wp-content/uploads/2012/03/this-will-bethe-web-650x487.png
- BEST PRACTICES User Experience Image Credits: http://alvadelaselva.com/the-basics-of-user-experience-in-product-design-part-i/ http://alvadelaselva.com/wp-content/uploads/2015/06/User_experience.jpg
- BEST PRACTICES User Tailored Experiences User personas https://medium.com/@jaf_designer/designing-digital-products-user-first-bbf6be44ac3a#.vrxztsq5q
- USER TAILORED EXPERIENCES Amazon Example HOME Related to Items You've Viewed More Items to Consider Get Yourself a Little Something Inspired by Your Shopping Trends Inspired by Your Browsing History Inspired by Your Wishlist Amazon Dash Buttons Recommendations for You, Steven See all your recently viewed items
- UX Mobile / Responsive Requirement now adays Content Prioritization Usability
- HOME / LANDING PAGE Design: Simple yet Unique Showcase popular / best selling products Illustrate the breadth of your product catalog Direct people further into your site
- CATEGORY Encourage Exploration AS landing page Buying guides Life-style imagery Product Comparisons
- SEARCH / NAVIGATION 3RA autocomplete products / social / video facets suggestions Mega Drop Down Encourage Exploration Sort By Popularity Facets & Filters Price, Reviews Product Comparisons
- PRODUCT PAGE Clear Call-to-action High Quality Imagery Multiple Images, Life-style Imagery, Videos, Image Gallery Rich Reviews Value Propositions Shipping, Discounts, Return Policies Competitor Comparisons
- CHECKOUT Minimize Resistance Reduce, Reduce, Reduce Offer Free Shipping Mobile Wallets PayPal, Amazon Payments, Apple Pay, Google Wallet, Samsung Pay
- READYTHEMES Check there features
- FINAL THOUGHTS Flows not Pages Increments not Redesigns Cycles not Transactions