SES San Francisco 2013
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Transcript of SES San Francisco 2013
![Page 1: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/1.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved.
A Conversion Odyssey: Wandering in the E-commerce Wasteland
Tim Ash – CEO SiteTuners
#SESSF @tim_ash
![Page 2: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/2.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
• Conversion-focused website blueprints (tactical or strategic)
• Landing page test plans & testing strategy
• Internal optimization team training & mentoring
• More than 1200 clients worldwide since 2002
About SiteTuners
![Page 3: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/3.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
SiteTuners E-commerce Background
SiteTuners has successfully improved over 200 e-commerce catalogs.
SiteTuners principals have keynoted & presented at dozens of e-commerce events worldwide.
![Page 4: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/4.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Part I
Walk a mile in my shoes
(you don’t understand your visitors)
![Page 5: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/5.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 6: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/6.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 7: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/7.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 8: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/8.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 9: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/9.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 10: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/10.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 11: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/11.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 12: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/12.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Takeaways
You are not like your visitors…
• You know to much - have a framework to fill in the gaps
• You are too patient - willing to put up with major issues
• You care – others are not invested at all
![Page 13: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/13.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 14: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/14.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Part II
If you can’t find it easily,
it does not exist
(awareness)
![Page 15: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/15.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 16: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/16.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 17: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/17.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 18: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/18.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 19: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/19.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 20: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/20.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Takeaways
• Your site does not exist in a vacuum
• The search does not start on your site
• Make sure key categories are visually discoverable
• Don’t use banners with motion – they are evil
• Carousels are useless and not discoverable
• Don’t rely exclusively on text nav-bar labels
![Page 21: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/21.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Part III
The power of self-selection
(interest)
![Page 22: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/22.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 23: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/23.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 24: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/24.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 25: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/25.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 26: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/26.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 27: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/27.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Useful interest taxonomy - Style
Modern
Traditional
![Page 28: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/28.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Useful interest taxonomy - Materials
Leather
Fabric
![Page 29: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/29.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Useful interest taxonomy - Function
Futon
Daybed
Sofa
Chaise
![Page 30: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/30.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Not useful interest taxonomies
• Color – secondary to the other choices
• Price – don’t know what is reasonable
• Brand – don’t really know any
![Page 31: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/31.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Takeaways
• Provide a small number of clear and useful choices
• Do not show product-level items too early
• Don’t “throw up” all over your visitors (too many items)
• Not everything is a “filter” at this stage
• Create useful taxonomies & product wizards
• Fix your onsite search
![Page 32: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/32.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Part IV
Give me what I want
(desire)
![Page 33: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/33.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Things I Care About
• Dimensions
• Build quality
• Comfort of bed
• Color options
• Cost
• Availability – lead time
• Old sofa disposal
• Guarantees
• Return policy
• Financing options
• That others like it
• That my wife likes it
![Page 34: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/34.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 35: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/35.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 36: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/36.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 37: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/37.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 38: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/38.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Takeaways
• Give me the details
• Help me experience it
• Let me customize it
• Don’t hide key information - group it spatially
• Let me save my in-progress work & share with others
![Page 39: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/39.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Part V
Get out of my way,
and don’t surprise me
(action)
![Page 40: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/40.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 41: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/41.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 42: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/42.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 43: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/43.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 44: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/44.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 45: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/45.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Takeaways
• Be clear about the money
• Not everything should be a button
• Prioritize buttons if you have more than one
• Follow existing conventions – don’t reinvent the wheel
• Relieve anxiety before it arises (add transactional trust)
![Page 46: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/46.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
![Page 47: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/47.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
A Resource for Conversion Rate Optimization
Get it on Amazon
• Revised and expanded 2nd edition
• Over 150 pages of new content
• E-commerce best-practices section
![Page 48: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/48.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Giveaway – Free Express Review
• Unflinchingly honest interactive review of landing page or website
• 45- or 90-min video transcript recorded via GoToMeeting
• Includes AttentionWizard “attention heatmap” of your page
http://Express-Review.com - Starts at $699
$200-off (order by 9/27/2013 and mention “SES”)
![Page 49: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/49.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved.
Save $250 off of Conversion Conference
Upcoming 2013-2014 shows: Sep 30- Oct 1
Boston Berlin, London, San Francisco,
Paris, Chicago
Use promo code SESSF13
![Page 50: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/50.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Other opportunities to see me at SES
• Live Rapid Fire Landing Page Critiques (Expo Hall - Now)
• Roundtable Lunch Discussion (Today)
Please complete the session survey – I read every comment
![Page 51: SES San Francisco 2013](https://reader034.fdocuments.net/reader034/viewer/2022042700/55490631b4c9056b458b58ac/html5/thumbnails/51.jpg)
Copyright © 2013, SiteTuners - All Rights Reserved. #SESSF @tim_ash
Contact Info
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1