e commerce best practice tips & techniques from worldwide brands
DESCRIPTION
Paul Rouke delivered this presentation at Conversion Conference London 2011. This is the worlds leading conference on conversion optimisation. These presentation slides and extensive notes on each slide provide a wide range of tips, techniques and case studies fo how retailers can improve the conversion rate of their e-commerce website. It include a short case study of a simple change which ASOS made which reduced the abandonment rate on a crucial stage in checkout by 50%TRANSCRIPT
![Page 1: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/1.jpg)
Brands featured...
![Page 2: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/2.jpg)
E-commerce Best PracticeTips & Techniques
by Paul RoukeHead of Usability at PRWD
30th November 2011 @ Conversion Conference London
![Page 3: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/3.jpg)
I run the UK’s Leading North West Based Usability & Conversion Optimisation Consultancy
About Me
I provide public and in-house training for Econsultancy’s global clients including Tesco, O2 and Santander
I provide services to help retailers improve their website conversion rate
•Usability testing (moderated & remote)•Expert evaluations•Usability training•In-house consultancy•Conversion rate optimisation
![Page 4: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/4.jpg)
PRWD Clients IncludeBrands I work with include...
![Page 5: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/5.jpg)
Conversion principles for e-commerce
Best practice tips & techniques
Persuasive e-commerce design examples
Summary
Session agenda
![Page 6: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/6.jpg)
What is Usability and User Experience?
Key Conversion Principles
![Page 7: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/7.jpg)
Provide Transparency
![Page 8: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/8.jpg)
Build trust & confidence
![Page 9: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/9.jpg)
Remove barriers to entry
![Page 10: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/10.jpg)
What is Usability and User Experience?
Key Conversion Themes>> Provide transparency>> Build trust and confidence>> Remove barriers to entry
![Page 11: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/11.jpg)
What is Usability and User Experience?
Your value propositionHow can you ensure your visitors see your key value proposition & unique selling points?
![Page 12: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/12.jpg)
Introduce a site-wide promotional bar under your primary navigation – this is becoming a design pattern on major retail sites, and consumers will come to expect this
![Page 13: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/13.jpg)
What is Usability and User Experience?
Product pageHow can you encourage more visitors to add a product to their shopping basket?
![Page 14: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/14.jpg)
Provide complete transparency of your delivery and returns proposition – which means don’t hide them from consumers
![Page 15: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/15.jpg)
Provide complete transparency of your delivery and returns proposition – which means don’t hide them from consumers
![Page 16: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/16.jpg)
Provide the right level of product detail, both written and visual, to allow visitors to make informed purchase decisions
![Page 17: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/17.jpg)
If you have customer ratings & reviews, promote these in close proximity to the product name & price – social proof is becoming more and more influential in improving conversion
![Page 18: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/18.jpg)
If you have customer ratings & reviews, promote these in close proximity to the product name & price – social proof is becoming more and more influential in improving conversion
![Page 19: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/19.jpg)
If you have customer ratings & reviews, promote these in close proximity to the product name & price – social proof is becoming more and more influential in improving conversion
![Page 20: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/20.jpg)
If you have customer ratings & reviews, promote these in close proximity to the product name & price – social proof is becoming more and more influential in improving conversion
![Page 21: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/21.jpg)
Utilise tabs to provide intuitive access to important selling information without the user having to scroll – this approach is fast becoming another design pattern on e-commerce product pages
![Page 22: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/22.jpg)
Utilise tabs to provide intuitive access to important selling information without the user having to scroll – this approach is fast becoming another design pattern on e-commerce product pages
![Page 23: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/23.jpg)
Utilise tabs to provide intuitive access to important selling information without the user having to scroll – this approach is fast becoming another design pattern on e-commerce product pages
![Page 24: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/24.jpg)
What is Usability and User Experience?
Shopping bag/basket/cartHow can you encourage more visitors to checkout (who are then more likely to convert)?
![Page 25: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/25.jpg)
Provide transparency around your delivery proposition, options and costs – don’t force visitors to take a leap of faith into your checkout
![Page 26: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/26.jpg)
Provide transparency around your delivery proposition, options and costs – don’t force visitors to take a leap of faith into your checkout
![Page 27: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/27.jpg)
Provide transparency around your delivery proposition, options and costs – don’t force visitors to take a leap of faith into your checkout
![Page 28: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/28.jpg)
Focus the visitors mind on proceeding to checkout through a clear call to action, even though there could be quite a lot of information being presented to them
![Page 29: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/29.jpg)
Focus the visitors mind on proceeding to checkout through a clear call to action, even though there could be quite a lot of information being presented to them
![Page 30: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/30.jpg)
Focus the visitors mind on proceeding to checkout through a clear call to action, even though there could be quite a lot of information being presented to them
![Page 31: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/31.jpg)
Allow visitors to edit their shopping contents within the shopping bag rather than having to go back to the product page
![Page 32: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/32.jpg)
Provide visibility and clarity of both your security measures and your accepted payment methods
View a detailed analysis of the ASOS shopping here - http://bit.ly/ASOSbbp
![Page 33: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/33.jpg)
Provide visibility and clarity of both your security measures and your accepted payment methods
![Page 34: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/34.jpg)
Introduce the word ‘secure’ or ‘securely’ on your call to action button – this is a simple but potentially highly effective test you can do to optimise your conversion rate
![Page 35: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/35.jpg)
Introduce the word ‘secure’ or ‘securely’ on your call to action button – this is a simple but potentially highly effective test you can do to optimise your basket conversion rate
![Page 36: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/36.jpg)
What is Usability and User Experience?
New customer checkoutHow can you remove barriers for new customers (whilst encouraging them to create an account*)?
*Why? Well its damn important if you want to build long term meaningful relationships with your customers!
![Page 37: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/37.jpg)
Speedo mention nothing about creating an account at the start of checkout – leaving new customers to simply get on with entering their details to place their order
![Page 38: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/38.jpg)
It is only at the end of checkout that Speedo encourage new customers to create an account – almost making it a ‘no-brainer’ – and they get over 75% of new customers choosing to create an account
![Page 39: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/39.jpg)
ASOS provide one the most simple, barrier free checkout pages for new customers – simply asking them to continue
![Page 40: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/40.jpg)
Compare this to their previous design which forced new customers to create an account in order to checkout
![Page 41: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/41.jpg)
What is Usability and User Experience?How did this change in message and call to
action impact the performance of this page
Abandonment Rate Was Reduced by 50%
![Page 42: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/42.jpg)
ASOS then simply ask new customers to choose a password as part of their checkout process – turning what is a huge ‘perceived’ usability barrier in to simply entering a few characters in to 1 text field
![Page 43: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/43.jpg)
Lakeland also provide new customers with 1 option – continue – whilst at the same time providing confirmation to new customers that they can create an account at the end
![Page 44: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/44.jpg)
Lakeland then provide clear customer focussed reasons as to why the new customer will want to create an account – once again making it almost a no-brainer
![Page 45: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/45.jpg)
Argos also recognise the important of not forcing registration yet at the same time making it clear you will have the option to register later
![Page 46: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/46.jpg)
What is Usability and User Experience?
Persuading users to buyWhat are proven persuasive design techniques that increase e-commerce conversion?
![Page 47: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/47.jpg)
Naked Wines deliver a unique and highly persuasive e-commerce experience for new and returning visitors – they are delivering a truly user-centric online experience & business strategy
![Page 48: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/48.jpg)
View a detailed analysis here - http://bit.ly/bookingBP
Booking.com feature a wide variety of persuasion techniques, particularly on their search results pages
![Page 49: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/49.jpg)
SummaryAs these techniques are so important to the worlds biggest retailers, they are even more important to everyone else...
Transparency, trust and barrier removalIs your e-commerce site following these
key conversion principles?
![Page 50: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/50.jpg)
Connect with me
http://uk.linkedin.com/in/paulrouke
Office:+44 (0)161 228 0585
Mobile:+44 (0)7739 745 126
Email:paulrouke @ prwd.co.uk
Web:http://www.prwd.co.uk
PRWD22 Lever StreetManchesterM1 1EAUnited Kingdom
http://twitter.com/paulrouke
![Page 51: E commerce Best Practice Tips & Techniques from Worldwide Brands](https://reader037.vdocuments.site/reader037/viewer/2022110115/54c76f684a7959b1248b45a2/html5/thumbnails/51.jpg)
Thankyou for listening to “E-commerce Best Practice
Tips & Techniques” by Paul Rouke
Slides and usability & conversion best practice available here:
http://bit.ly/CROresources