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Secret Sauce for Successful eCommerce Sites and Future of Everything
Secret Sauce for Successful eCommerce Sites and Future of Everything
WHY PEOPLE BUY?
Two main reasons: product fit and price.
FEAR of loss and WANT are more
powerful than NEED.
TOP 5 FAILS
for shopping cart abandonments
1. PRICE
Solution: Drop the price or communicate added value.
It is always too high.
2. FREE DELIVERY
• eBay: from + 5 % to + 33 % revenue. 2BigFeet: + 50 %
conversion rate.
• Amazon: customers are willing to pay 30 % higher prices
for items with free delivery.
• The difference between cheap and free is huge.
Solution: Make delivery free.
3. BUYING IS TOO HARD
• Don’t make the payment process 

an obstacle.
• Do you really need all that data?
• The less you ask, the more you get.
Solution: Simplify the buying process.
Secret Sauce for Successful eCommerce Sites and Future of Everything
4. DOUBT
• Too little information.
• Nobody likes to buy pig in a poke.
• Does it fit? Can I return it?
• Zappos = no questions asked -return policy…
unlike in Finland.
Solution: Give peace of mind. Livechats, FAQ, pictures…
5. SPEED!
• Every second the user has to wait gives your
competition opportunity to steal the deal.
• Amazon: 1 % revenue loss per 100 ms of
loading speed!
Solution: Make site faster.
SECRET SAUCE
Top 5
1. TECHNOLOGY
• Analytics. Where does the money
really come from? Calculate
conversion KPI and resulting ROI.
• Monitoring. What is happening,
and is everything ok?
• Ecommerce is not about
technology. It is about business.
2. CONTENT
• Create content that sticks.
• Product reviews. 

Be transparent!
• Adding site on a Google+ 

results indexing < 10 minutes!
3. SEARCH ENGINES
• SEO in Finland = Google (97 %).
• Best place to hide a body is on 

the second page of Google…
• YouTube is the second most 

popular search engine.
4. USE ALL SENSES
• Use good quality images. 

Lots of them.
• Videos.
• Write engaging copy.
• Use stories.
5. MOBILE
• Mobile first & responsive design.
• Speed.
• Clear conversion paths.
• Good usability: the less friction on different steps the better.
SOCIAL MEDIA
NO MORE B2B OR B2C
IT’S H2HHuman to Human
BE PREPARED
• Beware of the “Streisand effect”.
• You cannot control social media, only influence the
discussion… maybe.
• Social Media crisis is an opportunity to achieve 

good PR.
FINAL THOUGHTS
Peeking on the crystal ball
OBVIOUS STUFF
• Mobile will be the most important sales channel… most
of the items.
• Better logistics infrastructure will bring food closer to our
door. It will be easier to buy, with more options to
choose from.
• Locally global renaissance of craftsmanship: Toshi
straps, Etsy, Thumbs Up!
EXITING STUFF!
• Internet of things will be part of our
daily lives, but slowly.
• Augmented reality, how will it affect us?
• Integrating e-commerce stores to
physical space.
• 3D printing.
Secret Sauce for Successful eCommerce Sites and Future of Everything

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Secret Sauce for Successful eCommerce Sites and Future of Everything

  • 4. Two main reasons: product fit and price. FEAR of loss and WANT are more powerful than NEED.
  • 5. TOP 5 FAILS for shopping cart abandonments
  • 6. 1. PRICE Solution: Drop the price or communicate added value. It is always too high.
  • 7. 2. FREE DELIVERY • eBay: from + 5 % to + 33 % revenue. 2BigFeet: + 50 % conversion rate. • Amazon: customers are willing to pay 30 % higher prices for items with free delivery. • The difference between cheap and free is huge. Solution: Make delivery free.
  • 8. 3. BUYING IS TOO HARD • Don’t make the payment process 
 an obstacle. • Do you really need all that data? • The less you ask, the more you get. Solution: Simplify the buying process.
  • 10. 4. DOUBT • Too little information. • Nobody likes to buy pig in a poke. • Does it fit? Can I return it? • Zappos = no questions asked -return policy… unlike in Finland. Solution: Give peace of mind. Livechats, FAQ, pictures…
  • 11. 5. SPEED! • Every second the user has to wait gives your competition opportunity to steal the deal. • Amazon: 1 % revenue loss per 100 ms of loading speed! Solution: Make site faster.
  • 13. 1. TECHNOLOGY • Analytics. Where does the money really come from? Calculate conversion KPI and resulting ROI. • Monitoring. What is happening, and is everything ok? • Ecommerce is not about technology. It is about business.
  • 14. 2. CONTENT • Create content that sticks. • Product reviews. 
 Be transparent! • Adding site on a Google+ 
 results indexing < 10 minutes!
  • 15. 3. SEARCH ENGINES • SEO in Finland = Google (97 %). • Best place to hide a body is on 
 the second page of Google… • YouTube is the second most 
 popular search engine.
  • 16. 4. USE ALL SENSES • Use good quality images. 
 Lots of them. • Videos. • Write engaging copy. • Use stories.
  • 17. 5. MOBILE • Mobile first & responsive design. • Speed. • Clear conversion paths. • Good usability: the less friction on different steps the better.
  • 19. NO MORE B2B OR B2C
  • 21. BE PREPARED • Beware of the “Streisand effect”. • You cannot control social media, only influence the discussion… maybe. • Social Media crisis is an opportunity to achieve 
 good PR.
  • 22. FINAL THOUGHTS Peeking on the crystal ball
  • 23. OBVIOUS STUFF • Mobile will be the most important sales channel… most of the items. • Better logistics infrastructure will bring food closer to our door. It will be easier to buy, with more options to choose from. • Locally global renaissance of craftsmanship: Toshi straps, Etsy, Thumbs Up!
  • 24. EXITING STUFF! • Internet of things will be part of our daily lives, but slowly. • Augmented reality, how will it affect us? • Integrating e-commerce stores to physical space. • 3D printing.