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Stop Abandonment +                                            Recover Revenue                                         Reta...
Introductions   Jason Miller                          Allen Harper                      Bob Garcia   VP of Technology     ...
Follow Today’s Discussion                                          Follow Today’s Discussion –                            ...
Testing Delivers ...© 2012 Webtrends, All Rights Reserved.   | 4
Tactical & Infrequent = Value© 2012 Webtrends, All Rights Reserved.   | 5
Bridging Challenges© 2012 Webtrends, All Rights Reserved.   | 6
Leading thru Testing© 2012 Webtrends, All Rights Reserved.   | 7
Services Teamwork Wins© 2012 Webtrends, All Rights Reserved.   | 8
Optimizing Beyond Checkout© 2012 Webtrends, All Rights Reserved.   | 9
Motorcycle Superstore…a Super-Retailer•         Selling online          since 1999•         Top online retailer          i...
Making Checkout Easier© 2012 Webtrends, All Rights Reserved.   | 11
Improving Delivery Date Visibility© 2012 Webtrends, All Rights Reserved.   | 12
Showing “Pay with Credit Card”© 2012 Webtrends, All Rights Reserved.   | 13
Removing Pre-Checkout Roadblocks© 2012 Webtrends, All Rights Reserved.   | 14
From Troubleshooting to Lift: the iPad© 2012 Webtrends, All Rights Reserved.       | 15
Multi-Channel Shopping Drives Revenue© 2012 Webtrends, All Rights Reserved.      | 16
Suddenly…iPad Purchases Rapidly Decline© 2012 Webtrends, All Rights Reserved.        | 17
“Hovering” Blocks the Funnel No-Hover State                          Hover State© 2012 Webtrends, All Rights Reserved.    ...
Isolating the Problem© 2012 Webtrends, All Rights Reserved.   | 19
Throttling the Traffic• Only iOS users• 100% iPad traffic© 2012 Webtrends, All Rights Reserved.   | 20
What We Tested: Finding an Optimal                           • Variation 1: Display color options all the time            ...
Change Creates Lift© 2012 Webtrends, All Rights Reserved.   | 22
“Always Displayed” Creates Lift© 2012 Webtrends, All Rights Reserved.   | 23
Old Method© 2012 Webtrends, All Rights Reserved.   | 24
New Method: Across Laptops, Mobile, Tablets© 2012 Webtrends, All Rights Reserved.            | 25
Next Steps:    More Mobile Testing and Optimization                                         Mobile BadgingDesktop Badging©...
In Conclusion…© 2012 Webtrends, All Rights Reserved.
Key Takeaways1. Identify impactful places to test.2. Let testing be an ongoing process.3. Create lift through testing,   s...
Questions?                                             Q & A Session                                         Moderated by ...
Please Follow Us                                                     Related Resources –                                  ...
© 2012 Webtrends, All Rights Reserved.   | 31
Thank You© 2012 Webtrends, All Rights Reserved.
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Stop Abandonment + Recover Revenue: Retailer Tips for Online Testing

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Transcript of "Stop Abandonment + Recover Revenue: Retailer Tips for Online Testing"

  1. 1. Stop Abandonment + Recover Revenue Retailer Tips for Online Testing© 2012 Webtrends, All Rights Reserved.
  2. 2. Introductions Jason Miller Allen Harper Bob Garcia VP of Technology UI / UX Dept. Manager Optimization Solution Dir. Motorcycle Superstore Motorcycle Superstore Webtrends As VP of Technology, Jason As UI / UX department Bob is Webtrends’ optimization leads a team responsible for manager, Allen spearheads the evangelist and is a regular all technical aspects of the user testing + UX optimization. speaker at industry events. company. He’s been involved in web He joined Webtrends in 2009 Motorcycle Superstore utilizes development since 2005, with during the acquisition of a custom in house e-commerce a focus on enterprise-level Widemile, a pioneer of site platform incorporating the e-commerce. He joined the optimization technology and customer website, product Motorcycle Superstore team services. He’s also held roles at management, customer service in the summer of 2011. Macromedia and Netscape. and distribution / ERP management consoles.© 2012 Webtrends, All Rights Reserved. | 2
  3. 3. Follow Today’s Discussion Follow Today’s Discussion – #WTwebinar Q & A Session – At the end of the session Type questions into field provided© 2012 Webtrends, All Rights Reserved. | 3
  4. 4. Testing Delivers ...© 2012 Webtrends, All Rights Reserved. | 4
  5. 5. Tactical & Infrequent = Value© 2012 Webtrends, All Rights Reserved. | 5
  6. 6. Bridging Challenges© 2012 Webtrends, All Rights Reserved. | 6
  7. 7. Leading thru Testing© 2012 Webtrends, All Rights Reserved. | 7
  8. 8. Services Teamwork Wins© 2012 Webtrends, All Rights Reserved. | 8
  9. 9. Optimizing Beyond Checkout© 2012 Webtrends, All Rights Reserved. | 9
  10. 10. Motorcycle Superstore…a Super-Retailer• Selling online since 1999• Top online retailer in motorcycle & power sports industry• Ranked in top 10 of all sporting goods sites• Ranked in Internet Retailer’s top 200 © 2012 Webtrends, All Rights Reserved. | 10
  11. 11. Making Checkout Easier© 2012 Webtrends, All Rights Reserved. | 11
  12. 12. Improving Delivery Date Visibility© 2012 Webtrends, All Rights Reserved. | 12
  13. 13. Showing “Pay with Credit Card”© 2012 Webtrends, All Rights Reserved. | 13
  14. 14. Removing Pre-Checkout Roadblocks© 2012 Webtrends, All Rights Reserved. | 14
  15. 15. From Troubleshooting to Lift: the iPad© 2012 Webtrends, All Rights Reserved. | 15
  16. 16. Multi-Channel Shopping Drives Revenue© 2012 Webtrends, All Rights Reserved. | 16
  17. 17. Suddenly…iPad Purchases Rapidly Decline© 2012 Webtrends, All Rights Reserved. | 17
  18. 18. “Hovering” Blocks the Funnel No-Hover State Hover State© 2012 Webtrends, All Rights Reserved. | 18
  19. 19. Isolating the Problem© 2012 Webtrends, All Rights Reserved. | 19
  20. 20. Throttling the Traffic• Only iOS users• 100% iPad traffic© 2012 Webtrends, All Rights Reserved. | 20
  21. 21. What We Tested: Finding an Optimal • Variation 1: Display color options all the time • Variation 2: Do not display color options© 2012 Webtrends, All Rights Reserved. | 21
  22. 22. Change Creates Lift© 2012 Webtrends, All Rights Reserved. | 22
  23. 23. “Always Displayed” Creates Lift© 2012 Webtrends, All Rights Reserved. | 23
  24. 24. Old Method© 2012 Webtrends, All Rights Reserved. | 24
  25. 25. New Method: Across Laptops, Mobile, Tablets© 2012 Webtrends, All Rights Reserved. | 25
  26. 26. Next Steps: More Mobile Testing and Optimization Mobile BadgingDesktop Badging© 2012 Webtrends, All Rights Reserved. | 26
  27. 27. In Conclusion…© 2012 Webtrends, All Rights Reserved.
  28. 28. Key Takeaways1. Identify impactful places to test.2. Let testing be an ongoing process.3. Create lift through testing, segmentation, and targeting.© 2012 Webtrends, All Rights Reserved. | 28
  29. 29. Questions? Q & A Session Moderated by Bob Garcia Webtrends Bob Garcia bob.garcia@webtrends.com blogs.webtrends.com @bob_garcia© 2012 Webtrends, All Rights Reserved. | 29
  30. 30. Please Follow Us Related Resources – Top 10 Tips – Optimizing the Conversion Funnel Webtrends Solution Brief – Optimization for Retail Upcoming Webinar – Landing Page Optimization with guest speaker, Adam Lapp of Marketing Sherpa November 29 – 9:00am PST© 2012 Webtrends, All Rights Reserved. | 30
  31. 31. © 2012 Webtrends, All Rights Reserved. | 31
  32. 32. Thank You© 2012 Webtrends, All Rights Reserved.
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