Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis

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Imagine the feeling of getting double-digit revenue-per-visitor lift in your e-commerce store. Feels good, right? That's not just a dream for retailers who test the right things. It can be a reality for you too!

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Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis

  1. 1. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce The Top 5 Ecommerce Tests You Should Run Right Now To Get Ready for a Huge Christmas 2013! Chris Goward Founder & CEO @chrisgoward Ryan Lillis Strategic Optimization Consultant @optimizely
  2. 2. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Meet Ryan •  Strategic Optimization Consultant at Optimizely •  Previously at Test & Target •  He has advised all types of business from Fortune 100 to small start ups ryan.lillis@optimizely.com
  3. 3. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. We make sophisticated website optimization easy. •  Over 5,500 customers in all verticals •  Dedicated technical support and strategic consulting E-commerce resources this month: www.optimizely.com/ecommerce-ab-testing
  4. 4. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce •  Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen •  Conversion rate lift of 10% to 750% for every multi-test client •  In demand as a speaker globally •  New book by Wiley: “You Should Test That!” Get a free chapter at: YouShouldTestThat.com Chris Goward Founder & CEO WiderFunnel @chrisgoward Meet Chris Goward
  5. 5. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. We partner with our clients to dramatically lift their profit with marketing optimization •  Strategy, design, copywriting & testing •  Every client has seen 10% to 700%+ lift More free tips at www.WiderFunnel.com/Blog
  6. 6. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. 5 Areas to Test Right Now But first, some context...
  7. 7. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Persuasional Landing Pages Informational Interior Pages Transactional Conversion Pages
  8. 8. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Test #1 – Your Landing Pages The best value proposition test point.
  9. 9. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Situation Competitive search keywords “Human Growth Hormone” Competitors focused on product purity Shoppers worried about product efficacy & FUD The Goal More e-commerce revenue
  10. 10. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce A B Which Landing Page Won?
  11. 11. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce 49% Sales Lift Controlled Test Result
  12. 12. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Prospect’s Desires Your Features Competitor’s Features Your Points of Parity (POPs) Your Points of Difference (PODs) Your Point of Irrelevance (POIs) The POPs, PODs and POIs Value Proposition Framework
  13. 13. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Test #2 – Your Home Page The most over-scrutinized, under-optimized page.
  14. 14. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
  15. 15. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
  16. 16. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Rotating messages are a Distraction
  17. 17. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Persuasional Landing Pages Informational Interior Pages Transactional Conversion Pages
  18. 18. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Test #3 – Your Category Pages The most over-looked pages.
  19. 19. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Situation Industry-leading website Stagnant conversion rate We identified the category pages as a priority
  20. 20. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce A B Which Category Page Won?
  21. 21. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce 16.1% Sales Lift Controlled Test Result
  22. 22. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Test #4 – Your Product Detail Pages The decision-point.
  23. 23. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Background Solid brand awareness Disappointing conversion rate Google told them to work with WiderFunnel
  24. 24. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Knowing what to test: Using the LIFT Model™ (Note: For more, search “WiderFunnel Lift”) TM Relevance Clarity Anxiety Distraction Urgency
  25. 25. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Clarity: Blue text is confused with links Value Proposition: “Free Shipping” may be more compelling? Distraction: Show All Categories opens a new page Relevance: Scrolling products take most prominent position Clarity: Design does not imply sale price Distraction: Reviews are more prominent than features. Clarity: Features included in Description tab at bottom. Clarity: Shipping tab does not include shipping price. Distraction: Shipping link opens new page in new tab. Distraction: Cross-selling more prominent than features.
  26. 26. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce WEAKNESS STRENGTH Relevance: Scrolling products take most prominent position Distraction: Reviews are more prominent than features. Clarity: Design does not imply sale price Hypothesis: Moving product reco box below the fold Hypothesis: Redesigning CTAs to emphasize sale price Hypothesis: Increasing prominence of product features Develop Test Hypotheses
  27. 27. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Which Product Page Template Won? A B
  28. 28. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce – Why? 16% Sales Lift! Controlled Test Result
  29. 29. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Persuasional Landing Pages Informational Interior Pages Transactional Conversion Pages
  30. 30. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Test #5 – Your PCTAs The site-wide checkout entry-point
  31. 31. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
  32. 32. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Over-emphasis on security creates anxiety
  33. 33. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Does this create trust?
  34. 34. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
  35. 35. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce
  36. 36. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. How do you prioritize? It’s as easy as PIE
  37. 37. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce The PIE™ Prioritization Framework 1.  Potential 2.  Importance 3.  Ease
  38. 38. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce The PIE™ Prioritization Framework 1.  Potential 2.  Importance 3.  Ease Web Analytics Voice of Customer Traffic Volume Cost Technical “Political”
  39. 39. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce PIEPrioritization Test # Test Type Potential Importance Ease Rating 1.1 Landing Page Template 10 10 10 10 2.1 Home A/B Cluster 10 10 9 9.3 2.2 Home Isolation 1 8 10 9 9.0 3.1 Category Template A/B Cluster 10 9 7 8.7 3.2 Category Isolation 1 8 9 8 8.3 3.3 Category Isolation 2 8 9 8 8.3 4.1 PCTA Isolation 1 6 10 8 8.0 5 Product Detail Template A/B Cluster 10 10 4 8.0 6.1-3 Shopping Cart Isolation 1-3 8 9 6 7.7 7.1 Product Detail Isolation 8 10 5 7.7 8 Site-wide elements 6 7 9 7.3 8.1 Shopping Cart A/B Cluster 9 9 3 7.0 9 Blog Template PCTA 8 2 7 5.7
  40. 40. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Ask the Right Questions. Don’t Worry About the Right Answers. 5 more A/B tests to run today
  41. 41. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce The Right Questions •  DON’T ASK: “What are the variations we are testing?” •  ASK: “What question are we trying to answer?” •  Conceptual Validation – define the broad question trying to be answered, and determine the simplest and easiest way to validate that concept.
  42. 42. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Test #1 – Thematic vs. Specific What type of images perform better?
  43. 43. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Test #1 – Specific Hypothesis: The second image will outperform the first. Variation 1: Image One buy one, get one 50% off kids’ shoes, plus deals on clothing and more Girls’ shoes | boys’ shoes | clothing | uniforms | backpacks Variation 2: Image Two
  44. 44. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Test #1 –Themes Image Theme Test Hypothesis: Product images will outperform lifestyle images. Variation 1: Models & Products Variation 2: Products Only
  45. 45. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Value of Themes Image themes allow you to stretch your insights and test intelligently.
  46. 46. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. DON’T ASK Will image A outperform image B? DO ASK How does this type of imagery compare to that type of imagery?
  47. 47. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Test #2 – No Design vs. Design Is simple better?
  48. 48. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Test # 2– Designer Test Hypothesis The second breadcrumb with graphical images will allow users to easily navigate the site, resulting in a conversion rate increase. Variation 1: Simple Breadcrumb Home > Shop iPad > iPad Accessories > Headphones Variation 2: Stylized Breadcrumb
  49. 49. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Test # 2– No Designer Test Hypothesis The prominent breadcrumb will be more easily noticed and allow users to more easily navigate the site, resulting in a conversion rate increase. Variation 1: Simple Breadcrumb Home > Shop iPad > iPad Accessories > Headphones Variation 2: Prominent Breadcrumb Home > Shop iPad > iPad Accessories > Headphones
  50. 50. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Value of No Design Test No Design Tests… • Utilize fewer resources • Take minutes to set up Depending on the results, design resources can be most effectively utilized in a follow-up test.
  51. 51. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. DON’T ASK Will style outperform simplicity? DO ASK How much does prominence affect performance?
  52. 52. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Test #3 – No IT vs. IT How much technical involvement is necessary?
  53. 53. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Test # 3 – No IT vs. IT Hypothesis: A multi-page checkout with fewer fields per page will drive a higher conversion rate. Variation 1: Single, Long- page Checkout Variation 2: Multi-page, Checkout
  54. 54. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Test # 3 – No IT vs. IT Hypothesis: Users are overwhelmed and a checkout funnel that exposes fewer fields initially will drive a higher conversion rate. Variation 1: Single, Long- page Checkout Variation 2: Collapsed sections, on Single page Next 2 Shipping 3 Options 4 Payment
  55. 55. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Value of No IT Test No IT Tests… • Can be set up in minutes or days vs. months or years, yes, years. Remember: You don’t always have to modify your backend content systems to “fake it” for the purposes of a test.
  56. 56. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. DON’T ASK How can I change the backend to support this test? DO ASK Can I test this concept without changing the backend?
  57. 57. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Is conceptual validation perfect? No. But...
  58. 58. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Value of Conceptual Validation Conceptual validation allows you to.. • Prioritize your team’s resources • Test quickly • Run intelligent tests Over the long run, this approach is sure to generate a better website tomorrow than you have today.
  59. 59. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. August – September •  2 months of simple, conceptual testing. •  Test setup should be quick, overlapping. •  Most tests should run for only two weeks. September – October •  1 -2 months of detailed development/design work. •  Prep for launching more complex tests of previously validated concepts. October – November •  Final testing push to the holidays. •  Test to confirm what you discovered– potentially prior to a code freeze. TestingTimeline:CountdowntotheHolidays
  60. 60. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Questions? Tweet this webinar: @chrisgoward @optimizely #ecommerce
  61. 61. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Upcoming E-Commerce Events •  11 am August 14 – Where You’re Falling Short on Your E- Commerce Site and How to Improve –  Presented by Tim Ash of SiteTuners and Luke Diaz of Optimizely •  11 am August 29 – Optimizely for Online Retail: Essential Features & E-Commerce Case Studies –  Presented by Jodie Ellis and Junan Panag of Optimizely
  62. 62. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce Get a free 20-page whitepaper: The 5-Step E-commerce Conversion Optimization Strategy Just email: iwant@widerfunnel.com Free Whitepaper
  63. 63. © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. Thank you!

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