Transcript of the UX workshop, part II “Converting visitors into sales. How to reach the goal”

This is the second part of the transcript of a workshop hosted by Promodo at Ecomtim conference in Timisoara on the 13th and 14th of March, 2013.

Promodo Company was invited to speak at the conference and share their expertise in the sphere of UX design and usability of e-commerce sites. Our experts Paul Ryazanov and Marina Ryashchikova hosted a usability workshop on the second day of the conference (March, 14). The main topic of the workshop was “Converting visitors into sales. How to reach the goal.” The transcript is being published in two parts, the first one was published yesterday, today we are publishing the rest of the material. Please enjoy, comment and share! 🙂

The final page we revised was a checkout page.

The original backend had an option to buy just a single item.  Plus the form had a captcha – the most worthwhile thing you could have at checkout.

There was no way to buy couple of products so it was pretty difficult to organize shipping and handle the logistics.

Due to limitations we couldn’t implement a more elegant solution, but even a small change helps a lot.

 

GET ACCESS TO EXCLUSIVE TOOLS

As Google premier partners, we have an opportunity to try out new Alpha and Beta versions of various tools, that will be available to all advertisers at a later date, but we use these first.

So the first thing we added  was a small pop-up window right after the client clicks the “Buy” button to highlight that something happened – that’s step when client is already loyal so we can suggest some useful thing for them based on selection .

The checkout process – keep in mind it only needs fields that you would use – each extra field drops conversions. It’s a good thing to showcase at checkout the list of products you are buying plus some extra deals for cross-sale/up-sale.

And you may recall we kept very little navigation, so the customer had less chance to change their mind and to click on something and leave the page.

It’s very important to test all changes before you apply them to the site – especially, if you have stable results with somewhat good conversions.

In this case we recommend to handle a/b testing experiments

The best things to test would be:

1)      Call to action: text, color, size

2)      Images, banners

3)      Checkout steps

4)      Product pages

 

So what kind of results did we generate for our clients?

 

The overall project took about 200 man-hours, including our experts in Google analytics, business analyst, usability designer, technical designer and a project manager.

The overall investment into the project by the customer was returned immediately because all marketing traffic landed on a properly designed site – so for the same marketing budget, the store generated more sales than even in first month, since redesign covered the project’s expense by 5x.

 Small bonus

 

Even if you are happy with the overall look and feel of the existing site- there is always more ways to improve it.

You may try with our help a/b testing of one single page and compare the results. Remember in case you improve the conversions – it will be an investment for the long -term.

Even if everything is perfect Promodo can still suggest and deliver an amazing service:

1)      Mobile version of your store and unique GUI for iPad/iPad mini.

 

 

 New sections, recommendations, advanced algorithm, user experience based on heat maps and user behavior.

 

Amazing and targeted email marketing.

 

 

Product details/copywriting.

 

Different a/b testing, Google analytics, configuration and more.

 

 Nice ideas for your offline marketing.

We invite you for a free conversion rates webinar on April 18th, or even to get a personalized FREE webinar session with one of our experts to research the potential to improve conversions for your own store (email [email protected] to schedule your personalized session).

Below are all the slides of the workshop:

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Transcript of the UX workshop, part II “Converting visitors into sales. How to reach the goal”

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