EAN Conversion Best Practices for Improving Speed, Trust, CRO and User Experience
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EAN Conversion Best Practices for Improving Speed, Trust, CRO and User Experience
- 1. EAN Conversion Best Practices Jason Dickson, Head of Site Optimization Martin Cook, Sr. Web Analytics Manager December 7, 2011
- 2. Best Practices 1
- 3. Improve Speed & Stability • Reduce stability issues and downtime • Reduce page load time (<3 seconds) • Reduce status code errors (5xx, 4xx, etc.) • Develop helpful error pages
- 4. Build Trust and Assurance • Website appearance • Trust symbols • Point-of-action assurances • Peer validation • Awards
- 5. Provide Clear Call to Action • Clear and obvious buttons • Lead customer toward conversion goal • Use persuasive and descriptive text •Don’t make customers have to think • Avoid “hidden” links
- 6. Clear Price Displays • Bigger is better • Highlight promotional rates • Remain consistent through funnel • Create transparency • Allow customers to change currency
- 7. Helpful Search Forms • Use predictive text for destination • Request number of adults / children per room • Request ages of each child • Retain all search details throughout session
- 8. Return Relevant Results • Default to EAN recommended sort order • Increase number of results per page • Sort by proximity for landmark/address • Don’t forget the map • Suggest alternate properties
- 9. Encourage use of filters • Filter use = higher conversion • Make filters dynamic • Use sliders when possible • Retain all filters and sorts • Add option to clear selected filters
- 10. Streamline Checkout • Remove unnecessary fields and steps • Test one page flow • Remove links from checkout header • Provide phone number • Remind customer what they are buying
- 11. Create Urgency • Highlight 5 or less rooms • Number of times booked • Number of users viewing • Time of last booking
- 12. Helpful Error Messages • Speak like a person • In-line with form field • Anchor page to error field • Display all errors at once • Retain customer entered data • Prevent dead ends
- 13. Easy to find content • Limit tabs • Don’t make customers search • Show thumbnails on main page • Include guest reviews
- 14. Next Steps 13
- 15. Understanding your site • Define site purpose and KPI’s • Implement tools to monitor performance • Benchmark • Identify areas of improvement
- 16. Test and fine tune • Implement testing solution • Identify problem areas • Create hypothesis • Test variations • Monitor results and implement winner • Wash, rinse, repeat!