Are you ready for ecommerce? 5 Tips & Tricks for growing online sales!

Are you ready for e-commerce?
http://ECOMpedia.ro
http://twitter.com/ltaloi
http://www.linkedin.com/in/LiviuTaloi
http://facebook.com/ltaloi/
5 Tips & Tricks
pentru cresterea vanzarilor online
(usability)
Google Partners Connect
04 noiembrie 2014
&
Lumea SEO PPC
24 noiembrie 2014

http://ECOMpedia.ro

Agenda
3 metode de a creste cifra de afaceri
5 Tips & Tricks pentru cresterea ratei de conversie
Supercalifragilisticexpialidocious
ECOMpedia – o resursa pentru cei care vor sa invete
ECOMpedia Pentru Toti – consultanta gratuita
http://ECOMpedia.ro
3

LiviuTaloi.ro - timeline
• 1994-1995 webmaster guild, online marketing
• 2004-2006 @ eMAG.ro
• 2005, consultant independent
• 2012, August – ECOMpedia.ro
• +100 magazine online, +10 lideri in nisa lor
• training-uri, webinarii, workshop-uri …
http://ECOMpedia.ro

Ecuatia Comertului Electronic
Trafic x Rata de Conversie x Comanda Medie
http://ECOMpedia.ro

http://ECOMpedia.ro
http://facebook.com/ltaloi/ 6

1. USP / UVP bar
bara cu diferentiatori
• Publicarea diferentiatorilor magazinului cel putin in homepage (USP -
unique selling proposition & UVP - unique value proposition)
recomandat pe toate paginile, undeva in header
• Una din cele mai importante intrebari "de ce ar cumpara clientii de la
magazinul meu online?“. Prin ce se diferentiaza acest magazin online
de altele din aceeasi nisa?
http://ECOMpedia.ro

1. USP / UVP bar
bara cu diferentiatori
• De ce ar cumpara clientii de la magazinul meu online?
• Programare: continut dinamic in USP Bar. Follow the scent!
• Social Proof!
http://ECOMpedia.ro

2. Culoarea de actiune
directionarea atentiei prin culoare
• Se recomanda utilizarea unei singure culori pentru butoanele
principale de actiune, in contrast cu restul de culori folosite majoritar
in site
• Pentru a evidentia butoanele de actiune care conduc utilizatorul spre
cumparare
• Culoarea de actiune cat mai putin folosita si sa "rimeze" cu sigla, sa
fie o culoare din paleta de culori a siglei
http://ECOMpedia.ro

2. Culoarea de actiune
directionarea atentiei prin culoare
• Testul cu blur
• Prea multe culori strica (atentie la contrast)
• Conteaza foarte mult amplasarea butoanelor de actiune
http://ECOMpedia.ro

3. Layout clasic, header clasic
amplasarea butoanelor in header
• Uzantele generale, bunele practici, ne spun ca anumite butoane cum
ar fi search-ul, cosul prescurtat, contul si linkul de suport/ajutor se
gasesc in partea dreapta sus
• Pe sigla in stanga sus avem linkul "back-to-home“
• 95% din timpul unui vizitator al site-ului analizat este petrecut pe alte
site-uri de ecommerce, unde se formeaza obiceiurile de vizitare.
http://ECOMpedia.ro

http://ECOMpedia.ro
http://www.liviutaloi.ro/studiu-usability/rezultate.php

3. Layout clasic, header clasic
amplasarea butoanelor in header
• Cont, cos, help, contact – dreapta sus
• Pe un meniu de navigare orizontal cele mai vizibile sunt prima si
ultima zona
• Obiceiurile de navigare se formeaza pe alte site-uri, nu pe al vostru
http://ECOMpedia.ro

4. Adauga in cos
linii de forta, linii in design, directionarea utilizatorului
• Am mai vorbit de culoarea de actiune. Acum o sa vedem ce inseamna
liniile de forta, cum ochiul priveste intr-o anumita ordine si sta un
anumit timp pe un obiect din pagina.
• Simulare de eye-tracking, calcul matematic
http://ECOMpedia.ro

4. Adauga in cos
linii de forta, desing, directionare
• liniile de forta, directionarea privirii userului prin culoare si contrast
• Teste de usability, daca se poate cu eye-tracking
http://ECOMpedia.ro

5. Descriere comerciala completa
BAC, evitarea jargonului profesional
• BAC = beneficii, avantaje, caracteristici
• Nu presupuneti ca utilizatorii vor stii sa interpreteze toate
prescurtarile folosite in jargonul profesional
http://ECOMpedia.ro

5. Descriere comerciala completa
BAC, evitarea jargonului profesional
• BAC = beneficii, avantaje, caracteristici
• Nu uitati sa prezentati o poveste acolo la descriere, mai ales daca
vindeti cadouri sau produse cu o incarcatura emotionala mai mare.
http://ECOMpedia.ro

Cel mai BUN magazin online?
• Este atractiv (DESIGN)
• Este USOR de folosit (USABILITY)
• Are un marketing SMART
• Are o politica de preturi buna
• Customer Oriented (Zappos, Apple)
• Are cea mai mare C$FRADE AFACER$
• supercalifragilisticexpialidocious
http://ECOMpedia.ro

supercalifragilisticexpialidocios
• Filme
• (High Quality) How to use Fashionista - The New Webcam Social Shopper
https://www.youtube.com/watch?v=ZnBcqV9POkY
• https://www.lush.co.uk/products/emotional-brilliance
LUSH.com - 2014-08-23_15-50-22.avi
http://ECOMpedia.ro

Nu ai avut timp sa pui intrebari?
Ai avut mai multe intrebari pe lista?
Intra acum pe ECOMpedia.ro
si pune intrebarea la care vrei raspuns
usability, marketing, analytics, e-commerce
http://ECOMpedia.ro

ECOMpedia Pentru Toti
Porti Deschise Permanent
consultanta gratuita
(live sau skype)
http://ECOMpedia.ro
http://facebook.com/ltaloi/ 44
in fiecare MARTI, de la ora 14:00 la ora 18:00

Multumesc!
Daca vreti prezentarea astept un email.
• http://LiviuTaloi.ro
• Liviu.Taloi@SiteAudit.ro; Liviu@LiviuTaloi.ro
• I am active on Twitter, Facebook, G+ etc.
http://ECOMpedia.ro
ECOMpedia.ro
http://www.facebook.com/ltaloi
http://slideshare.net/ltaloi/

About Liviu TALOI
• Liviu Taloi was part of the team who worked for the most powerful Romanian online store – eMag.ro
during the first years of existence, where he was a PR Manager for 3 years.
• Since 2005-2006, Taloi founded the company WebAudit specialized in providing consultancy in
electronic-commerce for Romanian online shops. As a consultant, Taloi was practically a Project
Manager for each client, his main activities regarding: analyzing and solving usability and functionality
problems, growing and optimizing conversion rate, testing consumers behavior with website
optimizer tools, administrating all the departments of an online shop and creating online
advertising/marketing campaigns, measuring the return of investment and other KPI’s.
• Together with Andrei Radu, Liviu Taloi developed the methodology and organized the usability tests
for Romanian eCommerce Awards Festival (GPeC) since 2007 until now (first ones held in Romania).
Based on international standards, the purpose of usability tests was to identify main problems faced
by regular users when they are trying to buy something online.
• In the last years, Liviu Taloi offered consultancy to more than 100 Romanian online shops. Most of
them are now leaders on their market niche.
• Except consultancy and running usability tests, Taloi is also a speaker at conferences and e-commerce
workshops, being very appreciated by audience. He also writes articles and market analysis for
different online and printed publications. In 2008, Liviu Taloi was lecturer at the first Romanian E-Commerce
workshop called “iSell” and also he was lecturer at the first Online workshops called
“WebSell” – a series of 7 webinars regarding major problems of an online shop.
http://ECOMpedia.ro
• Taloi was part of the team who developed the E-Commerce Study requested by ANCOM (government
agency) in October 2008 and the Romanian E-Commerce Study in 2006 at the request of MCTI
(ministry of IT&C). He repeated the study with private funding in 2010.

Are you ready for ecommerce? 5 Tips & Tricks for growing online sales!

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Are you ready for ecommerce? 5 Tips & Tricks for growing online sales!