Faster the Page Loading Speed, Better the Results

Page Loading Speed - MTL Ecom

Slow sites dramatically reduce purchase intent. Simply put, faster is better than slower.

Even with big brands like Amazon and Walmart, people are not willing to wait to get the products they love.  For Amazon, each 100ms of latency costs them 1% in sales. For Walmart, they gain an extra 2% in conversions with every second of performance improvement. This shows that every second counts.Continue reading

Why Free Shipping is Worth It

Free Shipping

After scouring the internet for an answer to my question “what shipping method leads to most sales?” the conclusion was widely unanimous: offer free shipping on your site.

Not only is free shipping the #1 criteria for making a purchase, where 73% of people listed it as “critical,” but it is also a driver in purchasing more items at once. In fact, 52% of American shoppers have added items to their e-commerce shopping cart to qualify for free shipping. So not only will free shipping get people to follow through with their purchases, but it could actually encourage your customers to purchase more items.Continue reading

Customers Who Chat Before Purchasing Convert 40% More

Live Chat

It can be very tempting to only provide an email or contact form for visitors to reach you if they have questions. However, in this day and age of instant communication, they want an answer right this second.

Can your customers ask questions 24/7? Visitors who engage with a live chat, especially, expect a quick response.

I found these statistics:

  • Customers who chat before purchasing have a 40% higher conversion rate.
  • Live chat has the highest satisfaction levels for any customer service channel, with 73%, compared with 61% for email and 44% for phone.
  • It is also 400% less expensive than phone support.
  • Over 60% of millennials use live chat for questions.

Add a Live Chat if your store doesn’t already have one! What has been your experience with having (or not) a Live Chat on your site? Let me know in a comment below!




*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***

Why You Should Offer a Guest Checkout

Guest Checkout

According to Baynard Institute, the average shopping cart abandonment rate for e-commerce stores hovers around 68.63% (as at January 2016). This means that 7 out of 10 people leave your site after committing to the purchase process.

28% of US online shoppers abandon their cart because they don’t want to register/create account just to make a purchase. And that alone is why you should offer a Guest Checkout experience on your store.

ASOS, for example, removed the account creation step on the checkout login page and it reduced their abandonment rate by 50%. And I found that 10 out of 11 ecommerce sites considered as having the best checkout experience offer a guest checkout. That counts for something.

A couple of notes:

  • The same email address should work with multiple guest checkouts, to allow the same person to make more than one guest purchase with their email address.
  • You should offer account creation after checkout, in the Thank You page.


Are you already offering your buyers a Guest Checkout? If not, is this convincing you to implement it?




*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***

Can Product Videos Increase Conversions?

Product Videos

You probably already know this, but yes they do. Their impact is actually quite extreme.

So do you have a video on every product page? Here’s why you should.

  • Videos up your conversion rate, with the likelihood of purchase rising to 85% after a customer has seen a product video.
  • Video reviews on product pages increase visitor session duration by 340%.
  • E-commerce merchants know that consumers feel 52% more confident when they encounter video content on their shopping journey.
  • Videos on product pages contribute to 127% increase in pages visited per shopping session.
  • 4 in 5 millennial shoppers find online product videos helpful when researching future purchases.
  • According to Neil Patel, viewers are anywhere from 64-85% more likely to buy after watching a product video
  • 72% of people would rather use video to learn about a product or service.

And it doesn’t have to be a professional production. An authentic and fun video recorded with a smartphone can be just as effective, if not more.

You could record yourself or a friend unpacking the product, and using it or wearing it, and commenting on it.




*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***

Should Product Categories Be Listed Directly in Your Menu?

Mega Menus

Baymard Institute recommends to place the main product categories directly in the main menu. This means that the level 1 navigation in the header menu (on desktop) or the burger menu (on mobile) is your main categories. That way, visitors can get a quick glance at what your site offers without having to click, hover, or scroll.

Here’s the best combination I figured out so far:


On desktop…

If you have about seven or fewer main product categories:

  • Show those categories directly in the header menu. Some websites managed to fit up to about 10 categories. However, I find that it looks overwhelming.
  • Each menu item one triggers a Mega Menu panel. Show the sub categories as columns – ideally 3 to 5). (See example)
  • Optionally show an image for each column, or for a few featured items. (See example)


If you have more than seven main product categories or a lot of sub-categories:

  • Have a single Shop button (or a similar label) which triggers a two-dimensional Mega Menu.
  • Alternatively, if you can figure out a simplified version of your categories, you can still show a handful of items at the top, and have a two-dimensional Mega Menu under each. (See example)


On mobile…

Show a collapsed Shop menu item for the product categories.

  • (See example)
  • When tapping it, it expands your main categories under it.
  • The Shop item doesn’t link to anything (I don’t recommend having a general Shop page). To keep things simple, they need to choose a category.
  • This will make it easy to also list your other important pages (About, Order Tracking, etc.) below the Shop item.


If you only have fewer than about 7-10 main product categories:

  • Show them as level 1 navigation in the burger menu. (See example)


Also consider having a Link Bar.

  • Put it right below your header to feature some of your main product categories.
  • Growth Rock saw a 5% increase with 93% statistical significance by adding a Link Bar. (See a mockup of the concept) (See example)


Hope this helps! Thoughts? What kind of menu layout do you have on your site, and why?




*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***

How Important Are Product Reviews on Your Online Store?

Product Reviews

As part of the extensive research I do to inform my detailed ecommerce UX Audits, I found these stats about product reviews. So instead of just telling you that you should make sure to have product reviews on your site, I’ll try to prove it.


Here are some stats about reviews…

  • 95% of users relied on reviews to learn more about products.
  • 90% of users want to filter reviews based on rating
  • 57% of online customers are seeking website with product reviews, while 70% of mobile shoppers reported being more likely to purchase from a mobile site or app with reviews.
  • 70% of mobile shoppers are more likely to purchase a product if it has reviews
  • Sweepstakes are proven to improve review generation by up to 100%
  • Consumer reviews are nearly 12 times more trusted than descriptions that come from manufacturers.
  • According to Reevoo, reviews produce an average 18% uplift in sales.
  • Incentive keywords in review requests increase reviews by 68%
  • 85% of consumers trust online reviews as much as personal recommendations.
  • Shoppers rated the availability of product reviews as an important factor in their decision for big-ticket purchases.
  • As for the 65% of consumers, 10 is minimum number of reviews.
  • 82% of shoppers seek out negative reviews; among shoppers under 45 this number jumps to 86%.
  • 42% of customers leave the feedback, while 55% who aren’t cited needing motivation for that.
  • 3 out of 4 shoppers find tag-based reviews more useful.


How should you implement product reviews?

Below are my recommendations based on those research findings:

  1. Have minimum 10 reviews (and the associated rating) per product.
  2. Show a rating distribution summary, and add the ability to filter reviews based on the rating.
  3. Give an incentive for your buyers to write a review.
  4. Email buyers soon after they received their product to ask them for a review.


So, do you have product reviews on your site?

Reviews are an absolute MUST, and they will have a major impact on your conversion.

How many reviews do you have on average for each product? There are ways to get them easily.

  • You can connect to AliExpress’ reviews.
  • You can offer your products for free to friends or people in this group in exchange for a review.




*** This is a guest blog post by Matt Tanguay where he shares his numbers-backed findings in the form of Ecommerce conversion tips ***

#51: Growth Hacking Is Not Dead: 50 Hacks to Double Your Business Inside 30 Days

For this back to school edition, MTL+Ecommerce was thrilled to receive Vin Clancy again!

Once again, the audience wasn’t disappointed by Clancy. Clancy is a colorful character, a very entertaining speaker but more importantly, an Entrepreneur who masters growth hacking strategies.


During this 51st edition of MTL + Ecommerce, the king of growth hacking’s goal was provide as much tricks and strategies as possible to help people quickly develop their business.


Here are some of the key points that we have noted during his conference.


First Lesson: Don’t Try to Do Things Alone.


In business, it is important to surround yourself with the right people and to dare to seek help, or at least the interest of key individuals. Choose carefully the members of your network and identify those who can make a difference.


Vince Clancy is a person who dares. This is partly one of the reasons for its success.

His first reflex was to go for key partners and dare to talk to those key people.  For example, he met Prince Andrew, Duke of York, in other words: a member of the British royal family! Another member of the  British royal family he approached was Princess Beatrice of York. He gave his mail to her even if she didn’t email back).


Think of influential people in your network that can help you and don’t be afraid of rejection, it will happen anyway. Fear might keep you away from a potential partnership that may change (or start) everything!


Second Lesson: “Ace The Game”


What is in the Vince Clancy’s “Ace The Game” course? Well, it is a list of 10 problems you will have to solve to drive your business forward and to get things done. Here they are:


  1. You find it hard to stand out in a competitive market.
  2. You have a low conversion on your website.
  3. You have no email list/leads to warm up.
  4. Clients “ghost” you after you send a proposal.
  5. You can’t get anyone to your webinar/talks/live shows.
  6. You have small margins on what you sell.
  7. You find it hard to get consistent leads.
  8. No one cares about what you do.
  9. You can’t think of anything to create content on.
  10. You need to get a lot of leads fast and don’t know where to start.


Third Lesson: Viral Pre-Launch Queue Is the Key to Success


Get people to work for you by announcing your next event for you. How? By sharing your content on social media

If your content is interesting enough, shareable and perfectly target a quality audience (people interested in what you sell), you will have a massive competitive situation thank to people. So if you manage to create an excitement before the launch of your product/service, the launching would be a successful event.

But what is an interesting and shareable content? For example, create an amazing video or an attractive visual content.


But first, you will have to know the below to create relevant and efficient content :

  1. Who your target audience is.
  2. Where they hang out online.
  3. WHAT PROBLEMS THEY HAVE – You need to tap into conversations they are already having in their head. You must bring up those problems and solve them.

In other words, find out what they want and frame accordingly. You will probably fail your strategy if you don’t get that part right.

Great-content-is-key. If it gets viral, you win.


Social Media Is Your Best Friend


Today’s consumers are no longer trusting brands, but rather people who testify to the benefits of their brands. So, if you do it well enough, your online audience can become your ambassador.


According to Vin Clancy, “all you need is 1 000 fans”. That sounds pretty easy, but it takes a lot of work especially by resorting to an aggressive strategy. You have to show up every day, everywhere on social media and to be successful on any platform. You have to master each of them.



The long format is often the best format. YouTube allows you to provide as much information and more detailed demos of your product/service.


In order to optimize your actions, you can help with online marketing tools like:


  • TubeBuddy = guaranteed view increases;
  • VIDIQ= The powerful YouTube software.




If you want to go viral, Facebook is the right place to be.

First of all, your profile picture, your banner, and your business description will be the first pieces of information your audience will be watching. They want to make sure they are in the right place. This is why the setting up of your page is very important (personal/professional profile, FB bio etc.).


Then, you have to understand how does Facebook choose what to show in the newsfeed. Here is a simple formula:


Newsfeed visibility = Interest* x Post* x Creator* x Type* x Recency*

*Interest of the user in the creator.

*The post’s performance amongst other users.

*Performance of past posts by the content creator amongst other users.

*Type of post (status, photo, link) user prefers.

*How new is the post.




LinkedIn is an amazing tool to use when you want to meet people that would help you.

In order to optimize your actions you can help with this online marketing tool:

  • LinkdinHelper: This software will be banned soon but while it still here, turn it on! It will connect with your prospects all day.


Linkedin is a platform made for professionals but it is still important to break the ice and not hesitate to write messages rather friendly (even funny) to your interlocutors.




Instagram is the ideal platform for posting attractive and aesthetic content.

Do not miss your shot – ugly is not acceptable on Instagram, you will soon end up in oblivion.


Here are some tips:

  • Step 1: Set up your account bio and describe what you do to YOUR TARGET MARKET.
  • Step 2: Use canvas to make beautiful posts (memes work too).
  • Step 3: Gaming the algorithm: like and comment pods similar to your activity. You will be more visible and get likes and comments back (most of the time).
  • Step 4: Use story posts. They are as important as real posts. Influencers get 1 direct message every 15-20 views!
  • Step 5: Reach the full automation to be able to offer new content all the time to your audience. You could use You can do so much stuff with this! This is the best growth hacking software of 2018.




Twitter is the place to be if you want to create and share ideas and information instantly.

When you have to set your Twitter profile up, keep it short and simple.  Everything on Twitter should be this way.

Finally, find your official hashtag and tweet people with it and invite people to use it too.


In order to optimize your actions you can help with this online marketing tool:


  • AUDIENSE.COM: it helps you search relevant keywords and understand your audience behavior and preferences.

Conference Summary Report #48: The Fast Rise Of L’Oréal Canada

This month, the 48th edition of MTL+Ecommerce was held at L’Oréal Canada office in Montreal. For this occasion, we learn a bit more about how the world’s largest cosmetics company uses data and personalization to drive online growth.

This month, the 48th edition of MTL+Ecommerce was held at L’Oréal Canada office in Montreal. For this occasion, we learn a bit more about how the world’s largest cosmetics company uses data and personalization to drive online growth.


What is the secret of L’Oréal Canada’s fast rise? How does a company that works for the first time in Canada arrive in less than 7 years to sell billions of its products (it reached 1 billion dollars this year!)?


In order to answer to all of those questions, L’Oréal brought up different people from its team dedicated to the digital marketing of the company:

  • Martin Aubut, CDO of L’Oréal Canada,
  • Douglas Sutcliffe, Head of Data Science of L’Oréal,
  • Estelle Ngo, Manager Precision Marketing of L’Oréal Canada,
  • Florent Dubois, Director Digital & e-Commerce Active Cosmétique (Vichy, La Roche-Posay).




The world is changing, and with the digital revolution, everything is going faster. Companies that have badly started their digital shift find themselves lagging behind and end up out of the competition.


A steel global corporation like L’Oréal has its own structure and its own “ecosystem”, and it might be difficult to try to transform it. So how to remain adapted to the digital age with a structure as heavy and already well established as L’Oréal?




Here what L’Oréal CEO said about the company vision: “drive a big company like a startup”.

Therefore, efforts to make the business even more competitive need to focus on the human being more than on the structure itself.


Whether it is in the way of managing human resources to make the business run smoothly or in the way it deals with consumers, L’Oréal is all about Human.


Like all other companies, the consumer is at the center of L’Oréal’s interest. Indeed, the consumer is no longer a passive buyer, he becomes active and participates in the evolution of the brand.




It is expected that by 2021, ecommerce will be the first growth opportunity for every business. Why? Because more and more people prefer to purchase online.


The company devotes 20% of its business strategy to develop its ecommerce platform. The rest is 100% brand love. Feelings, behaviors, habits: people who look for L’Oréal products are those who love the brand. In return, L’Oréal adapts itself to the needs and demands of its consumers.


In 2012 L’Oréal Canada started to deploy its ecommerce strategy. All the digital platforms used by L’Oréal were media of expression for their online consumers: social media, website, email marketing, digital content, etc. The company had to be familiar with its online consumers in order to better respond to their needs and to improve its efficiency. To get there, L’Oréal had to obtain customer engagement: What interests them? What makes them react? What are their consumption habits? Etc.




Once L’Oréal has identified its clientele and its habits and behaviors, the company has started doing data science. L’Oréal is studying how its prospects are evolving throughout the customer journey. It allowed the company to both upgrade its services and to develop innovative programs designed for the customer.




The ultimate goal is to reach and connect with customers in both personalized and individual way. But it is not a linear path anymore. Passive consumers of yesterday have become the main players in today’s marketing strategies.


In order to build customers journey that leads to purchases, L’Oréal is seeking to build a 1to1 connection with customers and to know what each individual needs.


Through this adaptive approach, the brand has progressively stopped talking about “digital marketing” but more about “marketing in the digital area”. In other words, how can they play marketing in this vast digital playground?


For example, the company has recently launched a new mobile app (Modiface app) that allow users to style their hair and makeup through various filters. It is a great example of how L’Oréal is driving beauty of tomorrow.




Facebook Business, Youtube data, Analytics data, etc., all those tools allow the company to both draw a precise profile of the consumers and to learn their preferences and habits.


How does L’Oréal make sure that it reaches a person at the right time?


First, L’Oréal creates the right platform. For example, it can be a customized landing page that provides the customer interests and needs.   


Then it is important to create more opportunities to engage with the customer. For example, the company makes sure that they give the same customer the same experience on social media, on the website, on a mobile device and even in a physical shop; because what attracted the customer on the landing page is also what will get him/her engaged somewhere else.


L’Oréal wants to make sure that a personalized experience could be found on all its platforms in order to allow the customer to be familiar with the brand and its environment (website, app, email, etc.).


How L’Oréal reacted to all the information collected?


L’Oréal brings customers into a funnel and once they have a touch with one of its platform (app, social media, website, etc.), the company get information about the customer (under the customer authorization). The idea is to practice hyper-relevance on each step of the customer journey.


Thanks to their online platform, L’Oréal can map the customer purchases and have hyper see through. For example, the company knows that it takes 10 touch points before a prospect decides to purchase a product.


In conclusion, L’Oréal success is all about customer-centric approach. The brand concentrate on how it can improve its data in a way customers still win in all the process.


The company shifts from a short-term CPA (Cost Per Action) to a long-term CLV (Customer + Lifetime + Value). The segmentation of its audience allows the brand to give a data-driven communication in order to deploy a very accurate and personalized customer journey for each person.