• 1. Speed It Up, Cut It Down, and Lose Weight Ecommerce Optimization Tips Sean Work - swork@kissmetrics.com October 2013
• 4. We’ll cover... 1 How to Interpret Rules of Thumb 2 Improving User Experience 3 Optimizing Checkout Funnels
• 5. How to Interpret Rules of Thumb 1
• 6. The Problem with Rules of Thumb
• 7. Focus on... What works for one company may not work for another.
• 8. Classic Yellow Amazon Button
• 9. Each Site is Unique You need to learn your site and your visitors.
• 10. Record Keeping Super Tip: Record and Document Your Findings
• 11. Conduct Thorough Tests Reading about website tweaks can give you ideas
• 12. User Experience 2
• 13. Slow Website Speed Costs Sales For Amazon, a one second delay costs $1.6 billion annually. !
• 14. Slow Website Speed Costs Sales
• 15. Where do you start?
• 16. Images Images are integral to ecommerce websites.
• 17. Image File Size Your digital camera creates files that are 5MB. Web images should be around 100KB. ! That’s 51 TIMES LARGER
• 18. Get The Right Tools • Photoshop • GIMP (free! open source!) • pixlr.com
• 19. Using the Right File Types • .jpg - use this • .png - awesome, but be careful • .gif - stay away
• 20. No Trade-Offs Needed Don’t sacrifice smaller images in the name of a faster website.
• 21. Content Delivery Networks (CDNs) • Pro: Can deliver media faster Con: Can be bad for SEO •
• 22. Website Speed Google Developers PageSpeed Insights is a great tool.
• 23. GZIP Compression gidnetwork.com/tools/gzip-test.php
• 24. Browser Caching Keeps the visitor from having to download the same items repeatedly.
• 25. Minifying JavaScript and CSS Probably more helpful for larger and busier sites.
• 26. De-Clutter Your Web Design It’s always a good exercise to take a step back and ask: ! “Do we really need this?”
• 27. Bloated Pages Too many options leads to slow page speed and a paralyzed visitor.
• 28. Too Many Choices - No Choice at All? 6 Flavors 24 Flavors http://blog.kissmetrics.com/toomany-choices/
• 29. Advanced • Upgrade to better and faster • • hosting. Consider a search engine Load balancing and more servers
• 30. Avoid Advertisements Advertisements degrade UX and can slow website.
• 31. Make Search Prominent A prominent search box, as well as good search engine are critical.
• 32. How Popular / Effective is My Site Search Feature?
• 33. Checkout Funnels 3
• 34. Where to start?
• 35. Don’t Give Customers Too Many Ways To Escape
• 36. Seriously Consider Removing Registration
• 37. Consolidate Checkout Pages if Possible UGH! 1 2 3 4 That was easy! 1 2 3 5
• 38. KISSmetrics Conversion Funnels: Perfect for This Job !
• 39. Use a Progress Bar
• 40. TETRIS!
• 41. Don’t Hide Charges!
• 42. Show Delivery Timescales and Charges
43. Other Important Factors During Checkout.
13. Slow Website Speed Costs Sales
For Amazon, a one second delay
costs $1.6 billion annually.
!
http://www.fastcompany.com/1825005/how-one-second-could-costamazon-16-billion-sales
14. Slow Website Speed Costs Sales
For an ecommerce site that makes
$100,000 in revenue a day, a one
second delay costs $2.5 million
annually.
!
http://www.fastcompany.com/1825005/how-one-second-could-costamazon-16-billion-sales
32. How Popular / Effective is My Site Search Feature?
The KISSmetrics Power Report is perfect for this.
Want to know more about how juicy the Power
Report is: Have a chat with Rossi!
rkhoung@kissmetrics.com
35. Don’t Give Customers Too Many Ways To Escape
• Remove unnecessary links and buttons
• Remove social media buttons
• Remove unnecessary or distracting
images
36. Seriously Consider Removing Registration
*25.6% of online consumers will
abandon a purchase if they are
forced to register first.
!
*econsultancy.com
41. Don’t Hide Charges!
“Once you are in checkout, what would
deter you from completing your
purchase?”
!
Most Common Answer:
HIDDEN CHARGES
http://econsultancy.com/us/blog/7730-why-do-consumers-abandon-online-purchases
42. Show Delivery Timescales and Charges
“What info do you need to see on product
pages to help you decide to make a
purchase?”
!
Most Common Answer: Delivery Timescale &
Charges
http://econsultancy.com/us/blog/7730-why-do-consumers-abandon-online-purchases
43. Other Important Factors During Checkout…
1. Shipping & Handling were too high.
2. Shipping & handling were listed too late in
the process.
3. I didn’t want to register
4. Checkout process was too long/confusing.
http://www.marketingexperiments.com/blog/wp-content/uploads/Forrester-Research-Cart-Abandonment.png
46. For Questions on How KISSmetrics Can Help Your
Site:
Have a chat with Rossi! rkhoung@kissmetrics.com
!
For questions pertaining to this webinar:
swork@kissmetrics.com
!
(I will create a blog post next week based on your
Q&A)