e-commerce & happiness - conversion jam 2016

E-COMMERCE& HAPPINESS

Bonjour ! Jag är Thomas.

Credit : Nils T., 10y.

2003 - 2013

10 years of e-commerce

Life Leap

2013 - 2014

Let’s combine !

2015 - …

Happy ???

Professionals Users

A B

Users

Are you visiting regularly e-commerce websites ?

How is it ? (beyond practical)

How is it ? (beyond practical)

Fantastic !

Clones

How is it ? (beyond practical)

Clones Fantastic

How is it ? (beyond practical)

Professionals

Have you experienced an e-commerce project ?

How was it ? (truth…)

a real bliss !

How was it ? (truth…)

How was it ? (truth…)

or more like that…

Deceiving Bliss

How was it ? (truth…)

Professionals Users

Exhausting and

Frustrating

Practical but

Boring

MONEY

HAPPYHighLow

Low

High

WE ARE HERE

MONEY

HAPPYHighLow

Low

High

WE ARE HERE

LET’S GO THERE !

ARE YOU

HAPPY?

NO

YES

YES

NODO YOU WANT TO BE HAPPY?

KEEP DOING WHATEVER YOU

ARE DOING.

CHANGESOMETHING

WE ARE HERE

Why are we there ?

#WrongFocus Organisation, Technology, Roadmap…

#Fear Failure, Change, Blindness…

PPP PEOPLE

PRODUCT

PROGRESS

PPP PEOPLE

PRODUCT

PROGRESS

PPP PEOPLE

PRODUCT

PROGRESS

MONEY

HAPPYHighLow

Low

High

WE ARE HERE

LET’S GO THERE !

1 story + 3 case studies

3x more With joy !

1/2 time 1/2 budget

PPP PEOPLE

PRODUCT

PROGRESS

A / B T E S T I N G O N M O B I L E & D E S K T O P W E B S I T E S

Details matter

A / B T E S T 0 1

Mobile redirect

41

40% of visits on mobile

3/4 on m.ellos.se

1/4 on www.ellos.se

What would happen if we redirect all mobile trafic to the desktop website ?

Lets test it ! Sweden 25% of trafic 4 weeks 350 000 visitors +21%

Desktop quick winsA / B T E S T 0 2

remove the bottom bar display ratings differently don’t have big products in the list open products in a layer highlight colors and reviews change the navigation layer …

What would happen if we _____?

Lets test it ! Sweden 25% of trafic 5 weeks 10 variations

Control version

Winning version✓ Centered search with clearer auto-suggest ✓ Skönhet before Electronic ✓ Clearer new customer offer in the hello bar

Control

✓ Display ratings in apricot ✓ Hide empty ratings ✓ Launch slideshow immediately

on hover on products

Winning

Winning version✓ Bottom bar removed ✓ Min önskelista in the top bar

Winning version✓ Pre-select the size when there is only one size

Winning version✓ New top in PDP (color selection, change visual on hover vs on clic, top infos layout,

higher cross-sell)

Winning version✓ 5 reviews displayed directly (vs behind the tab) + Reduce height of each review

Winning version✓ New layout of the navigation layers

Control

Lets test it ! Sweden 25% of trafic 5 weeks 10 variations 4 winning

+13%

PPP PEOPLE

PRODUCT

PROGRESS

THE PITCH

Can you increase our conversion rate ?

#Higher prices online than in retail

#No IT impacts

#No new services

#No new features

But…

‘‘

’’

+29%

HOME

HEADER /

FOOTER

CATEGORY

PRODUCT DETAIL

PRODUCTS LIST

ARCHITEC-TURE—+ LEAD AND WELCOME THE VISITOR

INTO AN IMMERSIVE, MADE-TO-MEASURE UNIVERSE :

ONE UNIVERSE = 1 SEX X 1 SPORT X 1 SEASON

65% Men 5 Categories 2 Seasons

Site A Site B

vs

+29%Turnover

Step 2 : Responsive

PPP PEOPLE

PRODUCT

PROGRESS

MONEY

HAPPYHighLow

Low

High

WE ARE HERE

LET’S GO THERE !

Golden Rule #13 GOLDEN RULES

MONEY

FOLLOWS

JOY

Thomas Tonder +358 451 522 282 ttonder@gmail.com