Griffith-eCommerceCaseStudies

eCommerce Case Studies

eCommerce Case Study
Wiltshire Farm

Case Study: Wiltshire Farm Foods

Key Take-Aways
Remove Clutter – focus on key goals all the time
Remove any obstacles
Provide lots of visual feedback
Users know that actions have been successful
Adhere to affordance rules – make them obvious
Big Buttons, Clear Large Links
Anticipate and Answer questions upfront
Embed as part of user experience
Knit USPs in copy and images of site
Emphasise all your differentiators

Website Optimisation
Dynamically Testi key elements of site
Test Copy, Calls to Action, Images, Placement
The $300,000,000 Button
Both Split (A/B) and Multi-Variate Test
Google Website Optimiser or Proprietary tools
Define and set up conversion points
Need to track and measure user actions
Clear calls to action significantly augment optimisation goals
Don’t force user to think – TELL THEM WHAT TO DO

Test Process
Never stop testing and tracking user actions on website
A/B Split Testing
Define specific site goals (sale, sign-up etc..)
Test two specific pages (typically high volume landing pages)
Commercial tools (Vertster) or Google Optimiser
Monitor which test is performing better
Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages
Multi-Variate testing
Enables variable testing of elements within single pages
Different copy text, form layouts and even landing page images and background colours together
Track combinations that achieve predetermined goals

Sales Funnels

Micks Garage

Amazon Funnel

Amazon Cart Functions

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Griffith-eCommerceCaseStudies

by Digital Insights on May 03, 2011

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