A presentation on conversion hacks that online retailers can implement to increase conversions.

1. Conversion Hacking
10 Things You Can Start Tomorrow To Accelerate Your
Ecommerce Business
Ometria breakfast seminar – 4th
June 2014
Dr. Mike Baxter

2. Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
DATA. ACTION. PROFIT.
OMETRIA – THE ALL-IN-ONE INTELLIGENCE SOLUTION

3. What is Conversion Hacking?
hack: a rough cut
hacking: making quick changes that give disproportionately
large benefits
quick changes: could be done instantly or could take
development work – but all have big paybacks
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData

4. Hack #1
Do More with Drop-Downs
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Drop-down panels are used on most
sites both for search auto-suggest and
global navigation menus – they provide a
great way to answer customer’s
questions before they have asked

5. Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Hack #1
Do More with Drop-Downs

6. Hack #2
Create a Sense of Urgency
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Loss aversion is one of our strongest
‘cognitive biases’ – many ecommerce site
use it as a conversion booster

7. Hack #3
Maximise sales from the category page
What do you do?
Position the shoes most likely to sell at the top of the category
page
How do you do it?
Calculate the product-page conversion for each shoe
= number of purchases / number of page-views for each shoe
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData

8. Hack #3
Maximise sales from the category page
What do you do?
Position the shoes most likely to sell at the top of the category
page
How do you do it?
Calculate the product-page conversion for each shoe
= number of purchases / number of page-views for each shoe
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
purchases = 82
page-views = 1239
conversion = 7%
purchases = 103
page-views = 894
conversion = 12%
purchases = 47
page-views = 349
conversion = 13%
Position 1st
Position 2nd Position 3rd

9. Hack #4
Reduce pogo-sticking!
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Pogo-sticking is the term describing customers bouncing back and forth repeatedly
between category and product pages. It happens because insufficient information is
presented on the category page to inform customer choice – it can be a conversion-killer
Large thumbnail images …
… informative descriptions
…
… and customer reviews on
the category page can all
help
… as can quick-
look
functionality

10. Hack #5
Quarantine Checkout
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
When someone enters your checkout, there is only one place you want them to go – to order
confirmation. In which case, don’t distract them with lots of links to other parts of your site
Currys checkout removes all the global navigation from the header of the page, with all its drop-down menu content

11. Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Currys checkout removes all the global navigation from the header of the page, with all its drop-down menu content
How to hack it!
Use CSS to simply hide the
elements you don’t want in
checkout, using display:none
When someone enters your checkout, there is only one place you want them to go – to order
confirmation. In which case, don’t distract them with lots of links to other parts of your site
Hack #5
Quarantine Checkout

12. Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Right or top-aligned labels
reduce number of eye
fixations by 50%
Good form design reduces the
‘cognitive effort’ required to fill
them out and hence reduces
checkout abandonment
Hack #6
Improved Form Design

13. Hack #7
Credit card scanning for mobile checkout
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Most ecommerce sites suffer lower conversion on mobile
devices.
There are many reasons for this but one of them is the difficulty
of typing credit card details into a small screen
Credit card scanning provides a solution to this problem
Check out card.io and Netswipe for more details

14. Hack #8
Reducing returns
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Better information on the product page stops customers buying the wrong stuff
360o
views and product videos
reduced returns and increased
conversion rates at the same time
Having information from other
customers on sizing can reduce
returns significantly

15. Hack #8
Reducing returns
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Better information on the product page stops customers buying the wrong stuff
360o
views and product videos
reduced returns and increased
conversion rates at the same time
Having information from other
customers on sizing can reduce
returns significantly
Check whether return-rates are higher from particular
acquisition paths – e.g. from a specific PPC advert. If so, the
marketing message may be misleading or over-selling the
product, leading to customer dis-satisfaction

16. Hack #9
Go Responsive
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
How to Hack?
1. Move to responsive templates for emails
2. Explore simple changes to deliver graceful
degradation (e.g. from multi-column to single
column page layout) on mobile
3. Talk to your developers about ‘front-end
frameworks’

17. Hack #10
Message Customers Intelligently
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Returning customers are more readily identified (via cookie)
Customers about to ‘lapse’ can be the most valuable to convert
Message them heavily (on-site, re-targeting & email) before you lose them

18. Hack #10
Message Customers Intelligently
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
Triangulate your customers across devices …
… as they order or open emails on different devices

19. Hack #10
Message Customers Intelligently
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData
… and for hero customers, make sure you back-match them …
… as they marry and
change their surname
…
… move house and
change their address …
… or change their
email address …

20. Conversion Hacking
10 Things You Can Start Tomorrow To Accelerate Your
Ecommerce Business
How Ometria Can Help
Ivan Mazour

21. Customer Lifecycle
Marketing Kit
How To Speak
Ecommerce Ebook
The Ultimate Product
Page Ebook
Customer Segmentation
Cheat Sheet
AND MANY OTHER EBOOKS, INFOGRAPHICS, VIDEOS AND BLOG POSTS ON HOW TO WIN AT ECOMMERCE
Academy: http://www.ometria.com/academy Blog: http://blog.ometria.com
The Ometria Academy – How to Win at Ecommerce
Ometria - The All-In-One Ecommerce Intelligence Solution http:
//www.ometria.com - @OmetriaData

22. Conversion Hacking
10 Things You Can Start Tomorrow To Accelerate Your
Ecommerce Business
Ometria breakfast seminar – 4th
June 2014
Dr. Mike Baxter