The workshop covers conversion optimization and usability practices. How to find spots to improve, how to track conversions results, best usability tips, long term a/b testing strategy.

1. Timisoara, 2013
Converting visitors
into sales. How to
reach that goal.

2. Promodo at a Glance

3. Speakers
Paul Ryazanov Marina Ryashchikova
Director of business development Head of usability/UX department

4. Workshop plan
• Usability audit
• Statistics: Google Analytics and heatmaps
• Redesign process
• A/B testing
• Results
• Tips&Tricks
• Questions and Answers

5. Checkout in real life

6. 90% of reason why customers
drop off during checkout is a
complete fail of usability.
Usability audit: UI & UX

7. Project to analyze
1993
30 offline stores
7000 models — 40 brands
Wholesale and retail

8. Project to analyze
Home page
Listing
Product page Checkout

9. Usability Audit: Home page
Spread out navigation

10. Usability Audit: Home page
Ugly photos
Overloaded with non-relevant content
Brand logos are missing
Shopping cart is missing
Too much of plain text

11. Usability Audit: Listing
Products under fold line
Subcategories, but no filters
Sorting is missing
Ugly photos;
Call-to-action is missing;
No ability to compare watches.

12. Usability Audit: Product page
Extra elements
Only one small photo
How to pay? How it will be
delivered?
Too little information about
technical characteristics,
description
No similar models

13. Usability Audit: Checkout
No call-to-action;
CAPTCHA;
No ability to buy several
products.

14. We provided:
UI/UX audit
Heatmaps overview
Analysis of Google analytics statistics
We found out:
Problems in user interface
Low level of conversion rate
High level of bounce rate on landing pages

15. If you can’t track it —
you can’t improve it. Start with
analytics first.
Statistics tools

16. Google Analytics Heatmaps
http://www.google.com/analytics/ http://metrica.yandex.com/

17. Heatmaps: homepage
Search
Popular categories

18. Heatmaps: listing
Duplicates of brands
Popular sorting
parameters
Popular filters in the
bottom of the screen

19. Heatmaps: product page
Characteristics
Photos
Credit purchase

20. Analytics: why do you need it?
How much does attracted visitor cost you?
Visitors from what regions buy more products?
What product categories are best selling?
What product categories produce more revenue?

21. Data Reports Analytics
Just a tool that collects data
and prepare reports

22. What you do need in Google analytics
Goals
E-commerce
Bounce rate

23. Bounce Rate: KissMetrics statistics

24. Source and bounce rate

25. Landing pages and bounce rate

26. Google Analytics: set-up goals

27. Google Analytics: set-up goals

28. Goals overview

29. Google Analytics: set-up e-commerce

30. E-commerce overview

31. KPI: segment all your data
Segment conversion rate:
1. By categories
2. By region
3. By traffic sources

32. Customize dashboard

33. Customize dashboard

34. Site search

35. 90% of usability issues due to
inappropriate design process.
Many designers missed that
prototyping is a critical step.
Redesign it
Goal: +20% to conversion rate

36. Home page: before and after

37. New home page
Revised navigation
Trustful brands
Highlight top categories
Top products
News and articles
Search box
Contact information
and more

38. Listing: before and after

39. New listing
Sorting
Interactive product card,
big photos
Labels for new arrivals,
sales, etc.
Comparison
Filters

40. Product page: before and
after

41. New product page
Product card:
— big photo;
— call-to-action near the price;
— info about payment and
delivery;
— interesting facts about this
product;
— brand logo.
Technical details
Reviews
Similar watches
$ 1M for 8.43%

42. New cart
Product name, manufacturer,
warranty and price
Call-to-action
Accessories

43. Checkout: before and after

44. New checkout
Only really necessary fields
Products that you are buying
Accessories, deals, etc.
Call-to-action

45. In God we trust.
Everything else we test.
A/B testing

46. Set-up A/B test: step 1

47. Set-up A/B test: step 2

48. Set-up A/B test: step 3

49. Set-up A/B test: step 3

50. Set-up A/B test: step 3

51. Set-up A/B test: step 4

52. A/B test results

53. What things to test
Calls to action: text, color, size
Images, banners
Checkout steps
Product pages
Headers, texts

54. One simple change which takes
only few minute to apply might
significantly improve your
conversions up to 100% and
beyond.
Redesign results

55. Conversion rate

56. Bounce rate

57. Redesign results
Conversion rate for non-paid Search Traffic: + 171.92%
Conversion rate for returning visitors: + 218.72%
Conversion rate for new visitors: + 65.17%
Bounce Rate: - 5.69%

58. 90% of developers don't follow
design guides, but more than
90% designers don’t care about
conversion rates.
Tips&Tricks

59. Mobile version

60. Recently viewed products

61. Email marketing

62. Email marketing

63. Sexy photos

64. Text that sell your products
Emotional
Human oriented, not only SEO
No mistakes

65. Page load time
Experiments at Amazon.com showed
that every 100-ms increase in the page
load time decreased sales by 1 percent.
Similar work at Google revealed that a
500-ms increase in the search results
display time reduced revenue by
20 percent

66. One step checkout

67. Unexpected presents
Beautiful package
Personal letter in the order
Some sweeties as a gift

68. Sell the dream

69. We recommend
promodo.com/blog
twitter.com/promodo_en
Bryan Eisenberg — bryaneisenberg.com
Tim Ash — sitetuners.com
Avinash Kaushik — kaushik.net

70. Thank you!
Questions, please.
Speakers from
Paul Ryazanov Marina Ryashchikova
Director of business development Head of usability/UX department
at Promodo at Promodo
e-mail: p.ryazanov@promodo.com e-mail: m.ryashchikova@promodo.ru
Skype: pavel.ryazanov Skype: aniramus