In this webinar by Seewhy and Tim Ash, you will discover a few secret techniques used by Tim Ash when optimizing an ecommerce store home page, search page and a product page.
1. Home Page best practices
- The primary purpose of the home page is to get your visitors closer to your products, i.e. to get them off the home page
- No commercial or individual products should be featured on your home page
- Give your visitors small and clear set of choice
2. Search Page best practices
- Have clear page titles that echo the search
- Don’t show too many items on one page
- Use clear and professional images
- Use wizards for complex searches
- Don’t show “buy now” buttons as it’s too early
3. Product page best practices
- Use clear call to action block
- Include popularity and social proof – reviews
- Use quality images
- Give detailed information
- Use cross sells, up-sells
Product pages before and after:
Heatmaps of the same product pages as above
4. Cart best practices
- Use a pop up to keep them shopping. Don’t redirect your visitors directly to your shopping cart.
- Use persistent/permanent shopping cart and store your visitors items for at least 30 days. Many shoppers (74%) are recently using shopping carts as their wish list and will get disappointed if they won’t find items in the cart they selected a few days ago. NOTE: a possible reasons why shoppers are using carts instead of wish lists to store their shopping or liked items is because most wish lists require them to register prior doing so. Another reason is that shoppers are also interested to know the delivery cost, which wish lists rarely provide.
This example below is from cafepress.co.uk, which allows you to send the content of your basket to yourself:
5. Checkout best practices
- Keep it really simple and clean
- Capture the email address at an early stage, so you can use it for re-marketing
- Use email address as the account ID
- Strong call to action
- Reassure with seals, warranties, awards, testimonials, etc
6. Remarketing to abandoners
After just 1 hour, 90% of ecommerce leads go cold.
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