During this session the most important elements of e-commerce site’s interface and content will be analyzed, and the most weak points that usually make the bottleneck in the sales and conversion processes will be outlined. After the webinar you will definitely have a very clear idea where you have to look in your site’s design and structure to see the places where your sales and money leak. * Main points of the upcoming webinar: * Impact of usability issues on your sales; * Top 10 usability fails that drop conversion; * How to find the spots to improve, the bottlenecks of conversion paths; * Must-know and must-check Google Analytics reports and how to configure them.

1. 18 April 2013
Sales and Conversions
in Online Retail

2. Webinar plan
1
About Promodo
2
Usability review of real project
3
10 usability hints that affect conversion
4 Important metrics in Google analytics
5 Redesign results
6 Questions and Answers

3. Promodo at a Glance

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

5. certifiedwatchstore.com
- More than 60 top brands
- 5 000+ models to choose from
Usability review of real project

6. Usability audit

7. 90% of reason why customers
drop off during checkout is a
complete fail of usability.
Top 10 usability hints that
affect conversion

8. 10 usability hints
1. Navigation
2. Search
3. Cart
4. Filters and sorting
5. Special offers
6. Comparison
7. Photos, description, reviews, details
8. How much to pay? When I’ll get it?
9. Other product items
10.Checkout

9. 1. Navigation: show product categories & important info
1
2
3

10. 2. Smart search: must have

11. 3. Cart: on each page in exact regular place
1
2

12. 4. Filters and sorting: help to narrow search results
1

13. 4. Filters and sorting: don’t show if impossible to use
2

14. 5. Special Offers: visualize
1
2

15. 6. Comparison: should help to compare

16. 6. Comparison: highlight differences

17. 7. Photos, description, reviews, details: the more — the better

18. 7. and Description, reviews, details: for persons, not SEO
1
2
3

19. 8. How much to pay? When I’ll get it?
2
1

20. 9. Other product items: give alternatives

21. 10. Checkout: what I’m buying?
1
2

22. 10. Checkout: simple

23. A/B Testing
What things to test
1.Calls to action: text, color, size
2.Images, banners
3.Checkout steps
4.Product pages
5.Headers, texts

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

25. 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?
http://www.google.com/analytics/

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

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

28. Source and bounce rate

29. Landing pages and bounce rate

30. Google Analytics: set-up goals

31. Goals overview

32. E-commerce overview

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

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

36. Free SEO and CRO audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;
- Quick SEO audit and review of existing analytics;
- Audit of PPC campaigns;
- Technical audit;
- Best practices of conversion rate optimization.

37. Thank you!
Questions, please.
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
twitter.com/promodo_en
promodo.com/blog