Creating a Culture of Site Testing: 25 Ways to Optimize and Personalize Your Ecommerce Site - Jared Blank

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Jared Blank - Vice Presidente de E-Commerce da Tommy Hilfiger fala sobre "Creating a Culture of Site Testing: 25 Ways to Optimize and Personalize Your Ecommerce Site" no Fórum E-Commerce Brasil 2014.

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Creating a Culture of Site Testing: 25 Ways to Optimize and Personalize Your Ecommerce Site - Jared Blank

  1. 1. Creating a Culture of Site Testing: 25 Ways to Optimize and Personalize Your Ecommerce Site Jared Blank Tommy Hilfiger
  2. 2. So, Let’s Talk About Testing
  3. 3. Determine What You’re Measuring • Revenue Per Visitor? • Conversion? • Average Order Size? • Bounce Rate? If you don’t know the goal, you can’t create a test…
  4. 4. Create a Culture of Testing • Talk to design first – you’re going to need a lot more assets from them • Tell your designers: this is not about whether you are “good” or “bad” • Get people excited about testing – do contests about which combination will win • Use a shared doc (Google Docs) so team knows what’s being tested • When to move winning test into development?
  5. 5. WiderFunnel’s 6 Factors for Conversion Visit Widerfunnel.com for more information
  6. 6. 6 Factors for Conversion • Value Proposition – Why should a customer make a purchase? • Urgency – Why should a customer purchase NOW? • Relevance – Is the in-bound visitor seeing a page they would expect? • Clarity – Is the value proposition obvious? Is it obvious what the visitor should do? • Anxiety – What could stop a visitor from converting? • Distraction – Are there page elements that are getting in the way of making a purchase? Visit Widerfunnel.com for more information
  7. 7. So Let’s Start Testing
  8. 8. 2-Day Shipping Promotion in Header Presenting a 2 Day Delivery Message to customers in areas of the country that qualified has shown to: • Increase site conversion rate (from 11-15%) • Increase site AOV (from 9-21%) • Reduce cart abandonment about 2% 1
  9. 9. Company Store Tabbed Banner Test Versus A tabbed experience to separate out the Main Site and Company store has shown to: • Increase site conversion rate (5.85%) • Decrease in cart abandonment (2.04%) • Increase in Average Time on site (3.20%) 2
  10. 10. Free Shipping Today Only Presenting Free Shipping Today Only Message in the Header Promo area, had the following impact vs. showing no free shipping message in this area at all: • Increase site conversion rate 7.39% • Increase in add to cart- 3.34% • Increase in number of page views 3.33% 3
  11. 11. Abandoned Cart Overlay Copy 4
  12. 12. Test Email Signup Overlay Versus 5
  13. 13. Test Announcement Style Versus 6
  14. 14. Add to Cart Placement on Product Detail Page 16% Improvement in Conversion with Add-to-Cart on Left Side 7
  15. 15. 7% Improvement in Conversion with no urgency message Sometimes Even Good Messages Are a Distraction 8
  16. 16. Test Different Messaging on Badges 9
  17. 17. A Whole Bunch of Badge Options to Test
  18. 18. Consistency of Messaging from Email to Landing Page 10
  19. 19. Abandoned Cart Overlays - Returning Customer 11
  20. 20. Abandoned Cart Overlays – In Session 12
  21. 21. Personalize/Target Images in Fly-Out Navigation 13
  22. 22. Test Cross-Sells in Unusual Locations 14
  23. 23. In-Cart Upsells Through Overlay 15
  24. 24. Update Free Shipping Messages with Threshold 16
  25. 25. Hide Top Navigation During Checkout 17
  26. 26. Hide Promo Code Box 18
  27. 27. Add Extra Checkout Button Above Fold in Cart 19
  28. 28. Display Alternate Payment Options on Product Detail Page 20
  29. 29. Add Imagery/Copy in the Margins 21
  30. 30. Quotes from Customer Reviews on Low-Converting Pages 22
  31. 31. New Visitors Returning Visitors Target Homepage Tiles for New & Returning Visitors 23
  32. 32. Test EVERYTHING In Your Cart 24
  33. 33. Test EVERYTHING In Your Cart… Again 25
  34. 34. Other Areas to Test • Change unnecessary buttons to hyperlinks • Increase font of product name and price • Increase size of buttons • Change button colors • Test button colors contrasting with other colors on site • Use yellow highlight on mandatory field names (instead of *) • Test on mobile (removing banners; suppressing buttons; enlarging search box)
  35. 35. Thank you! Jared Blank jblank@tommy.com +1 212-548-1794

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