18 months optimizing an ecommerce. Conversion Thursday Madrid

We always talk about the optimization as something fundamental to get performance, efficiency and profitability in any web project. In an ecommerce, oriented to check, this is not even an option, it is an obligation, as clear.

Optimization generally arises after the launch of a project and when it takes an initial tour that allows to obtain a series of data (sales, time of visit, rebounds, sources of traffic, etc) which in turn make possible the analyze their performance andto from there, start to propose actions to improve the Web site always looking for better performance on the basis of the main objective of the web site.

In particular, on the basis of the analysis of a project of ecommerce services for a period of 18 months were found 10 key web optimization, whose improvement and find an optimal model is necessary to achieve profitability thresholds.

Before detailing the 10 key points of improvement in an ecommerce I leave the vvideotape of the exposure of this topic in the Conversion Thursday in Madrid:

On the 10 key points of optimization and improvement of an ecommerce, in this case of services, we are dealing with this evening, are as follows:

The POS. The payment gateway that we use is decisive in the success of the sales operations. There are systems POS system CES (3D Secure), which are the majority, and that make sense in the context of the sale of physical goods. Perhaps in the sector services have less sense, and, in general, you must have a POS suits what you are going to sell and, to the extent possible, allowing integration with your systems financial, of orders and logistics, etc.means of payment. Although most started with a single means of payment in an ecommerce, the truth is that it is necessary to have more than one, but we must not give a list of options so long that in the end we fall into the paradox of choice (the user)(, overwhelmed by multiple options, decides not to choose None). Depending on the place of sale, we must have the appropriate means of payment.Try out what to buy. If it is possible and the product deserves it, it is an interesting option to allow the user to try it for a limited time before paying for it. It is an option that creates trust, but the product must be very strong.Geolocation of content. Each country, although it used the same language, has its own idiosyncrasies. This is the reality, so we adapt our content to reality. We cannot write equal to a user of Argentina than for one of Peru, although both speak Spanish.Testing. Much of the improvement in interfaces, layout and presentation of products referred to in is in the testing system that allows to determine which options are those who really prefer users. Testing gives you knowledge of user, client, and that is basic to optimize an ecommerce and effectiveness.Optimization of content. The wording of each product should be that product-oriented and designed with a structure of copywriters attractive and well armed.Calls to action. Sometimes we have very clear what we want to achieve, but direct the customer to that goal is not so clear. It is essential to work calls to action and clarity on them.Optimization of the supply. What is a product?, what I get with it? Essential to the client to have very clear what he will bring what sell you and the value of this.Purchase process. A critical part of any ecommerce. There are rivers of ink on this subject, so not to dwell, a basic key is not to request the data that we don't really need to formalize a sale, for what you want?, when you buy a pants ask you the years you have?in which street you live or as you've known the store?, do you buy pants if they ask you all this? Because I would think that the seller is a psychopath.Optimize traffic. OK, we have an ecommerce; OK, works and we have traffic, but since then sales you just will give certain types of traffic. The quantity is important, but is not the most important thing. The quality of traffic is essential. If I sell paintings and people come to my website by the term "learn to paint paintings" it is likely that here does not take many sales.

And finally, here you have the slides used in the presentation of the Thurday Conversion in Madrid on February 17. Thank for the assistance to those who were there from here (@ surprised, @ barbmk, @ ana_sopli, @ gemamora, @ aleyda, @ ivo_campos, @ patsapel, @ paula_sanchez, @ esmargoz, @ guillermovalls and Sergio Maldonado of @ mvconsultoria, and many more!) and of course thanks to the Organization for having me.

Share this so nice article with who you want:

View the original article here