Post on 17-Aug-2014
description
Alex Cohen | www.alexlcohen.com
1. Slim Down Your Checkout2. Love Your Landing Pages3. Juice Your Shipping & Return Policy4. Answer Questions with Photos5. Succeed with Site Search5.5 Test!
Alex Cohen | www.alexlcohen.com
Worst
Better
Best
Alex Cohen | www.alexlcohen.com
Good:Phone
number
Odd:Items
visually separated
Good:Security badge
Good:No navigation or distractions
Good:Privacy
reassuranceHmm:
Links too prominent?
Good:Tells you where you are in the
checkout
Good:Required fields clearly labeled
Alex Cohen | www.alexlcohen.com
Duh:Your website should work
Duh:Have a product on your page!
Alex Cohen | www.alexlcohen.com
Category Theme
Product
Alex Cohen | www.alexlcohen.com
Simple Reassuring
Differentiator
Where I Need to Know (Checkout)Type/Timing
Upsell
Easy to Find
Friendly
Alex Cohen | www.alexlcohen.com
BiggerReplicate the Offline Experience
Details and Options
Compatibility/ Reduce Returns & Service
Alex Cohen | www.alexlcohen.com
Packaging In a Setting In Use
Alex Cohen | www.alexlcohen.com
Lists
Sorting
Spell Check
Learn to Interpret Misspellings
Good Location, Good Design
Usage Tips, Error Handling
Alex Cohen | www.alexlcohen.com
Good:Ways to
drill down
Good: Sorting options
GoodSearches all categories
BadDoesn’t group
results
Alex Cohen | www.alexlcohen.com
Which – Checkout, forms, landing pages Tool
◦ Poor? Google Website Optimizer ◦ Rich? SiteSpect, Test & Target, Optimost, Widemile
How◦ Pilot -> Wide -> Deep -> Confirmation◦ Worry about sample size, test length and
statistical significance What
◦ # of steps, # of fields, headlines, distractions, visual hierarchy