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Optimizing Shopping Carts for the Holidays6 Last-Minute Changes You can Make to Your Shopping Carts ToIncrease Conversion ...
Today’s team         Austin McCraw                     Jon Powell         Senior Editorial Analyst          Senior Manager...
Marketing Automation for the Fortune 5 Million                      Marketing Automation for the Fortune 5 Million    Worl...
Join the conversation on Twitter            #webclinic                     #webclinic
Test your Marketing IntuitionShopping Carts                                5                 #webclinic
Test Your Marketing Intuition       Version A                   Version B                      #webclinic
Test Your Marketing Intuition        Version A                  Version B                      #webclinic
Test Your Marketing Intuition                                                   Summary Page     Version A (no Cart Summar...
Test Your Marketing Intuition        Version A                  Version B                      #webclinic
An Experiment                #webclinic
Experiment: Background         Experiment ID: TP1305          Record Location: MECLABS Research Library          Research...
Experiment: Background Fallout Report: New Customers                •   When we analyzed the metrics, we                  ...
Experiment: Control        Control                    Treatment                      #webclinic
Experiment: Results           5% Increase in total conversion          The new credit card page increased conversion by 4....
Strategy for the Holiday SeasonF    Key Principles  1. Effective tests are not simply designed to achieve a valid result, ...
Strategy for the Holiday Season             Category     Product            Cart          Cart        Cart          Cart P...
Strategy for the Holiday SeasonF    Key Principles  1. Effective tests are not simply designed to achieve a valid result, ...
Conversion Impact Analysis  Channel    #1                                 • For many ecommerce  Channel                   ...
Today’s Focus  Today, we will discuss 6 small tweaks you can make     to your shopping carts to improve conversion        ...
TWEAK #1:REMOVING UNNECESSARY STEPS                  #webclinic
Experiment: Background          Experiment ID: TP1620          Record Location: MECLABS Research Library          Research...
Experiment: Control Process                   Cart Summary                                  FormProduct Page              ...
Experiment: Treatment Process                                        FormProduct Page                 Removed Summary Step...
Test Your Marketing Intuition                                                 Summary Page  Control (inserted Cart Summary...
Experiment: Results         29% Increase in Total Cart Conversions         The Treatment path generated a 28.6% increase i...
Not this, but this                     Not this   LP        1              2        3  4          5              6        ...
Not this, but this   Not this                Landing Page                 Account Login                Reg. Form 1        ...
TWEAK #2:ELIMINATE COMPETING OPTIONS                  #webclinic
Experiment: Background         Experiment ID: TP1294          Record Location: MECLABS Research Library          Research...
Experiment: Control          Control Cart                                      • The original cart                        ...
Experiment: Treatment          Treatment Cart                                        • The marketers                      ...
Experiment: Results          37% Increase in Total Cart Conversions          The Treatment path generated 36.5% more cart ...
Not this, but this       Not this                               But thisLOGO                               LOGO           ...
Not this, but this        Not This                              But This                           64%                    ...
TWEAK #3:DEMONSTRATE A CLEAR SEQUENCE                 #webclinic
Experiment: Background         Experiment ID: TP1621         Record Location: MECLABS Research Library         Research Pa...
Experiment: Control          Control Cart                                      • The original cart was                    ...
Experiment: Treatment        Treatment Cart                                      • A simple “step indicator” was          ...
Experiment: Side by side       Control Cart                Treatment Cart                      #webclinic
Experiment: Results         36% Increase in Total Cart Conversions          The Treatment cart generated 36.1% more conver...
Three Critical Questions   Visitor Experience Timeline                         What can I do here?                        ...
Example #1                          Step indicator             #webclinic
Example #2                          Step indicator             #webclinic
Example #3                          Step indicator             #webclinic
Example #4                          Step indicator             #webclinic
Further Changes to Orientate a Customer                                 Other changes include:                            ...
TWEAK #4:EXPRESS VALUE IN EVERY STEP                   #webclinic
Experiment: Background         Experiment ID: TP1362          Record Location: MECLABS Research Library          Research...
Experiment: Control            Control Cart                                        • This is the first stage              ...
Experiment: Treatment #1          Treatment Cart #1                                           • In all the treatments,    ...
Experiment: Treatment #2          Treatment Cart #2                                           • For treatment 2,          ...
Experiment: Treatment #3         Treatment Cart #3                                          • For treatment 3,            ...
Experiment: Results           17% Increase in Total Cart Conversions           Treatment 3 increased the rate of conversio...
Experiment: Subsequent pages    Shopping Cart Step #2                     Shopping Cart Step #3                           ...
Not this, but this    Not this {Keyword: [Vertical] Software} Award-Winning [Vertical] Software. Fully Integrated. Free Tr...
TWEAK #5:JUSTIFY EVERY ACTION                   #webclinic
Experiment: Background         Experiment ID: TP1434          Record Location: MECLABS Research Library          Research...
Experiment: Control                 Control Cart – Step #1                        #webclinic
Experiment: Control                 Control Cart – Step #2                        #webclinic
Experiment: Control     Control Cart – Step #3                Control Cart – Step #4                              #webclinic
Experiment: Treatment         Treatment – Step #1                                            Notice the copy:             ...
Experiment: Treatment          Treatment – Step #2                                        Notice the copy:                ...
Experiment: Treatment           Treatment – Step #3                                        Notice the copy:               ...
Experiment: Treatment          Treatment – Step #4                                        Notice the copy:                ...
Experiment: Results            19% Increase in Total Cart Conversions            The treatment cart flow increased generat...
Not this, but this               Not this                       But this    Notice how every field now    has clear reason...
TWEAK #6:INTENSIFY ANXIETY REDUCTION                   #webclinic
Experiment: Background         Experiment ID: TP1305          Record Location: MECLABS Research Library          Research...
Experiment: Control Control                                   What might be causing the fallout?                          ...
Experiment: TreatmentTreatment                                How we addressed the issues:                                ...
Experiment: Results           5% Increase in total conversion          The new credit card page increased conversion by 4....
Examples of Anxiety Reducers  Specific Sources                Specific Corrections    1. Quality                     1. Sa...
Examples of Anxiety Reducers Ease of use Product qualityCustomer satisfaction Cost justification                        #w...
Summary Six Tweaks to Improve Shopping Cart Conversion:    TWEAK #1: Remove Unnecessary Steps    TWEAK #2: Eliminate Compe...
Upcoming Web Clinic                                Registration Page The 4 Most Startling Marketing Discoveries from 2012 ...
Live Optimization                    #webclinic
VALUE PROPOSITION DEVELOPMENT COURSE NOW LIVE…  Learn how to:     Create your own unique     Value Proposition     Optimiz...
SHARE YOUR ANALYTICS INSIGHTS IN 20 MINUTES OR LESS!We’re looking for your insights on:            All participants will r...
Live Optimization                                                Electric Fireplaces Unchangeable information: None Steps ...
Live Optimization                                               Sozo Nutritionals Unchangeable information: None Steps to ...
Live Optimization Unchangeable information:                                               My Deco None Steps to current pa...
Live Optimization  Unchangeable information:                     John’s Shoes  Cart is flexible  Steps to current page:  1...
Live Optimization                                               Dog Collar Boutique Unchangeable information: None Steps t...
Live Optimization                                                Shoco Oil Inc. Unchangeable information: Much of it is ha...
Live Optimization                                               reading glasses shopper Unchangeable information: The prod...
Live Optimization                                               Fresh Finds Unchangeable information: Parts of the header ...
Marketing Automation for the Fortune 5 Million                      Marketing Automation for the Fortune 5 Million    Worl...
MarketingExperiments Optimization NewsletterFree subscription to more than $20 million in marketing research Join 98,000 o...
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Transcript of "Optimizing Shopping Carts for the Holidays"

  1. 1. Optimizing Shopping Carts for the Holidays6 Last-Minute Changes You can Make to Your Shopping Carts ToIncrease Conversion #webclinic
  2. 2. Today’s team Austin McCraw Jon Powell Senior Editorial Analyst Senior Manager MECLABS Research and Strategy MECLABS #webclinic
  3. 3. Marketing Automation for the Fortune 5 Million Marketing Automation for the Fortune 5 Million World-Class E-mail Complete Set of Tools Approach & Terms Marketing Core & on One Platform that Work Deliverability • Drip/Nurturing, Web • Start Simple, Automate at Analytics, Landing Pages, Your Own Pace• Third-Generation Email Forms, Scoring, CRM Marketing Platform Integration, Social Media, • Affordable Pricing; Month- Reporting and More to-Month Contracts• No extra charge for deliverability • Focus Usability, Simplicity & • Live Customer Support – At Manageability No Additional Costs www.act-on.com
  4. 4. Join the conversation on Twitter #webclinic #webclinic
  5. 5. Test your Marketing IntuitionShopping Carts 5 #webclinic
  6. 6. Test Your Marketing Intuition Version A Version B #webclinic
  7. 7. Test Your Marketing Intuition Version A Version B #webclinic
  8. 8. Test Your Marketing Intuition Summary Page Version A (no Cart Summary) Version B (inserted Cart Summary) #webclinic
  9. 9. Test Your Marketing Intuition Version A Version B #webclinic
  10. 10. An Experiment #webclinic
  11. 11. Experiment: Background Experiment ID: TP1305 Record Location: MECLABS Research Library Research Partner: [Protected]Research Notes: Background: A website that sells retail and wholesale collector items Goal: To increase conversion rate Primary research question: Which version of second step in the conversion funnel will produce the highest conversion rate? Approach: A/B variable cluster split test that focused on reducing anxiety through credibility indicators, copy, and re-organization of existing page elements #webclinic
  12. 12. Experiment: Background Fallout Report: New Customers • When we analyzed the metrics, we realized there were leaks throughout the checkout process, the credit card submission page stood out as low cost opportunity for immediate return. • When we analyzed the metrics even further, we saw that this step also had the highest lost revenue per cart (more than double any other step). • From this, we hypothesized that optimizing this step would have the highest potential return on our efforts. #webclinic
  13. 13. Experiment: Control Control Treatment #webclinic
  14. 14. Experiment: Results 5% Increase in total conversion The new credit card page increased conversion by 4.51% Design Conversion Rate Control 82.33% Treatment 86.04% Relative Difference 4.51%  What youthis specific step in theWhile it mighttoseem resulted in a projected choosing need to understand: sales funnel test like a small increase, $500,000+ increase in revenue per year. This underscores the potential impact of a properly identified research question. #webclinic
  15. 15. Strategy for the Holiday SeasonF Key Principles 1. Effective tests are not simply designed to achieve a valid result, but a valuable result. The goal of a test is to get a learning, but some “learnings” are more strategic than others. 2. Marketers must be able to identify where in the funnel is the greatest opportunity for optimization. #webclinic
  16. 16. Strategy for the Holiday Season Category Product Cart Cart Cart Cart PPC Ad Page Page (Step 1) (Step 2) (Step 3) (Step 4) 10% 6% 30% 20% 40% 10% 5% $20,000 $10,000 $300,000 $150,000 $350,000 $50,000 $10,000 (5% ROI) (0% ROI) (200% ROI) (50% ROI) (150% ROI) (20% ROI) (0% ROI) Summary Profit Analysis & Sensitivity Analysis #webclinic
  17. 17. Strategy for the Holiday SeasonF Key Principles 1. Effective tests are not simply designed to achieve a valid result, but a valuable result. The goal of a test is to get a learning, but some “learnings” are more strategic than others. 2. Marketers must be able to identify where in the funnel is the greatest opportunity for optimization. 3. For ecommerce companies approaching a holiday season, often the most opportune place for the increase is in the shopping cart for two reasons: 1. Increased Motivation Levels 2. Convergent Funnel Paths #webclinic
  18. 18. Conversion Impact Analysis Channel #1 • For many ecommerce Channel sites, the shopping cart is #2 Product standardized across the Page #1 entire website. Channel #3 • The cart is often the most Channel Product Shopping #4 Page #2 Cart visited page(s) on a Channel website, and a conversion #5 gain here impacts the Product revenue of the entire Channel Page #3 website. #6 Channel #7 #webclinic
  19. 19. Today’s Focus Today, we will discuss 6 small tweaks you can make to your shopping carts to improve conversion #webclinic
  20. 20. TWEAK #1:REMOVING UNNECESSARY STEPS #webclinic
  21. 21. Experiment: Background Experiment ID: TP1620 Record Location: MECLABS Research Library Research Partner: [Protected] Research Notes: Background: The research partner is a fitness company that primarily sells fitness training content and gym equipment. Goal: To increase sales. Research Question: Which checkout process will result in a higher conversion rate? Test Design: A/B Multifactor Split #webclinic
  22. 22. Experiment: Control Process Cart Summary FormProduct Page #webclinic
  23. 23. Experiment: Treatment Process FormProduct Page Removed Summary Step #webclinic
  24. 24. Test Your Marketing Intuition Summary Page Control (inserted Cart Summary) Treatment (no Cart Summary) #webclinic
  25. 25. Experiment: Results 29% Increase in Total Cart Conversions The Treatment path generated a 28.6% increase in cart completions Conversion Relative Design Stat. Rate Difference Control 27.7% Treatment 35.6% 28.6% 95%  Whatinyou need to understand: Bytreatment pathcart summary review step the checkout process, the removing the was able to generate 28.6% more cart completions. #webclinic
  26. 26. Not this, but this Not this LP 1 2 3 4 5 6 CONFIRM 69% Increase in Conversion But this Note: Optimized removed LP 1 2 CONFIRM two order confirmations and a cart account registration #webclinic
  27. 27. Not this, but this Not this Landing Page Account Login Reg. Form 1 Reg. Form 2 LOGO LOGO LOGO LOGO But this Landing Page Reg. Form LOGO Note: Optimized removed LOGO one cart account registration 364% Increase in Conversion #webclinic
  28. 28. TWEAK #2:ELIMINATE COMPETING OPTIONS #webclinic
  29. 29. Experiment: Background Experiment ID: TP1294 Record Location: MECLABS Research Library Research Partner: [Protected]Research Notes: Background: B2C company offering package vacations. In this test we focused on improving the checkout process. Goal: To increase cart completions Primary research question: Which cart page will generate the highest completion rate? Approach: A/B split test (variable cluster) #webclinic
  30. 30. Experiment: Control Control Cart • The original cart was simple, but it included three equally weighted options from which the visitor had to select. • This made the checkout process more cumbersome than was necessary #webclinic
  31. 31. Experiment: Treatment Treatment Cart • The marketers deemphasized and integrated the additional options into the product details. • And they visually focused the visitor on one main call too action here. #webclinic
  32. 32. Experiment: Results 37% Increase in Total Cart Conversions The Treatment path generated 36.5% more cart completions Conversion Relative Design Stat. Rate Difference Control 12.94% - Treatment 17.66% 36.5% 95%  What you from, to understand:shopping cart generated 36.5% the options to choose need the treatment By simplifying and sequencing more cart completions. #webclinic
  33. 33. Not this, but this Not this But thisLOGO LOGO 78% Increase in Conversion #webclinic
  34. 34. Not this, but this Not This But This 64% Increase in Conversion #webclinic
  35. 35. TWEAK #3:DEMONSTRATE A CLEAR SEQUENCE #webclinic
  36. 36. Experiment: Background Experiment ID: TP1621 Record Location: MECLABS Research Library Research Partner: [Protected]Research Notes: Background: The research partner is a one-stop vacation planning solution that allows users to book vacation rentals, car rentals, and activities. Goal: To increase final vacation bookings Research Question: Which page will yield the highest conversion rate from billing Information to confirmation? Test Design: A/B multifactor split #webclinic
  37. 37. Experiment: Control Control Cart • The original cart was broken into two (unclear) steps • The horizontal flow as well as the blue shading made it difficult for visitors to get a sense for the sequence of the cart. #webclinic
  38. 38. Experiment: Treatment Treatment Cart • A simple “step indicator” was added to clearly indicated which step of the process you were located. • The treatment also took the two steps, and sequenced them vertically. #webclinic
  39. 39. Experiment: Side by side Control Cart Treatment Cart #webclinic
  40. 40. Experiment: Results 36% Increase in Total Cart Conversions The Treatment cart generated 36.1% more conversions than the control Conversion Relative Design Stat. Rate Difference Control 27.4% Treatment 37.2% 36.1% 95%  What you need to understand: Byof anxiety,the sequence incare generated process and addressing key issues clarifying the treatment the checkout 36.1% more total conversions than the control. #webclinic
  41. 41. Three Critical Questions Visitor Experience Timeline What can I do here? Why should I do it? Where am I? Moment of Orientation Conversation Action First Seconds Subsequent minutes (or days) depending on sales cycle #webclinic
  42. 42. Example #1 Step indicator #webclinic
  43. 43. Example #2 Step indicator #webclinic
  44. 44. Example #3 Step indicator #webclinic
  45. 45. Example #4 Step indicator #webclinic
  46. 46. Further Changes to Orientate a Customer Other changes include: • Linear Flow • Labeled Information Clusters • Instant Price Summaries • Easy Customer Service • Specific Call-To-Action #webclinic
  47. 47. TWEAK #4:EXPRESS VALUE IN EVERY STEP #webclinic
  48. 48. Experiment: Background Experiment ID: TP1362 Record Location: MECLABS Research Library Research Partner: [Protected]Research Notes: Background: An “of the month” club that offers an ongoing subscription to products like wine and cheese. Goal: To increase shopping cart completions Primary research question: Which shopping cart will generate the most total subscriptions. Approach: A/B/C Split test #webclinic
  49. 49. Experiment: Control Control Cart • This is the first stage in the shopping cart process once someone has decided they would like to join the Wine of the Month Club #webclinic
  50. 50. Experiment: Treatment #1 Treatment Cart #1 • In all the treatments, we broke the steps into a more justifiable structure (more on this later) • But we also tested integrating points of value into the treatments. #webclinic
  51. 51. Experiment: Treatment #2 Treatment Cart #2 • For treatment 2, we tested emphasizing the value even further with specific wine descriptions for the current month. #webclinic
  52. 52. Experiment: Treatment #3 Treatment Cart #3 • For treatment 3, we expanded the value even further including a personalized letter from the vice president of product selection #webclinic
  53. 53. Experiment: Results 17% Increase in Total Cart Conversions Treatment 3 increased the rate of conversion by 18.2% Design Conversion Rate Relative Difference Control 15.6% - Treatment 1 16.5% 6% Treatment 2 17.2% 10% Treatment 3 18.2% 17%  What youthe amount of expressed valueaincorresponding relationship between need to understand: There is each treatment and conversion rates. As more value is communicated, conversion rate increases. #webclinic
  54. 54. Experiment: Subsequent pages Shopping Cart Step #2 Shopping Cart Step #3 Value was even integrated into the main form page and thank- you page. #webclinic
  55. 55. Not this, but this Not this {Keyword: [Vertical] Software} Award-Winning [Vertical] Software. Fully Integrated. Free Trial www.[Company].com/[Describe Product]But this Treatment: Step 1 Treatment: Step 2XXXXXXXXX Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trial 204%www.XXXXXXXXXX.com/XXXXXXXX In overall conversion 21% 54% 97% #webclinic
  56. 56. TWEAK #5:JUSTIFY EVERY ACTION #webclinic
  57. 57. Experiment: Background Experiment ID: TP1434 Record Location: MECLABS Research Library Research Partner: [Protected]Research Notes: Background: An ecommerce site selling text books to professors in academic institutions. Goal: To increase text book purchases Primary Research Question: Which Treatment will generate the highest conversion rate for new and existing users? Approach: A/B/C Split Test #webclinic
  58. 58. Experiment: Control Control Cart – Step #1 #webclinic
  59. 59. Experiment: Control Control Cart – Step #2 #webclinic
  60. 60. Experiment: Control Control Cart – Step #3 Control Cart – Step #4 #webclinic
  61. 61. Experiment: Treatment Treatment – Step #1 Notice the copy: • “…complete registration so that we can verify your instructor status…” • “Once you have completed registration, you will be able to quickly request exam copies…” #webclinic
  62. 62. Experiment: Treatment Treatment – Step #2 Notice the copy: • “Locate the school where you teach…find your department…” • “Once verified, we will automatically ship your exam copy to this address…” #webclinic
  63. 63. Experiment: Treatment Treatment – Step #3 Notice the copy: • “This information helps our publishing program.” • “Confirm Your Order” #webclinic
  64. 64. Experiment: Treatment Treatment – Step #4 Notice the copy: • “…to make sure all of the information that has been entered is correct...” • “Send My Samples...” #webclinic
  65. 65. Experiment: Results 19% Increase in Total Cart Conversions The treatment cart flow increased generated an 18.6% increase in conversion Conversion Relative Design Rate Difference Control 33.74% - Treatment 1 40.02% 18.6% 95%  What you need to understand: By take, the treatment cart process each action the customer is required to sequencing the cart and justifying increased the rate of conversion by 18.6%. #webclinic
  66. 66. Not this, but this Not this But this Notice how every field now has clear reasons for why you should fill continue each step. #webclinic
  67. 67. TWEAK #6:INTENSIFY ANXIETY REDUCTION #webclinic
  68. 68. Experiment: Background Experiment ID: TP1305 Record Location: MECLABS Research Library Research Partner: [Protected]Research Notes: Background: A website that sells retail and wholesale collector items Goal: To increase conversion rate Primary research question: Which version of the second step in the conversion funnel will produce the highest conversion rate? Approach: A/B variable cluster split test that focused on reducing anxiety through credibility indicators, copy, and re-organization of existing page elements #webclinic
  69. 69. Experiment: Control Control What might be causing the fallout? • It is unclear why the credit card is required when payment method is different. • The complexity of the Purchase Agreement Terms’ causes confusion and concern. • There is no indication that my credit card information is secure. #webclinic
  70. 70. Experiment: TreatmentTreatment How we addressed the issues: • Third-party security indicators have been added. • Clearer explanation of why a credit card is required and that it will not be charged. • “Satisfaction Guaranteed” promise is emphasized. #webclinic
  71. 71. Experiment: Results 5% Increase in total conversion The new credit card page increased conversion by 4.51% Design Conversion Rate Control 82.33% Treatment 86.04% Relative Difference 4.51%  What youthis specific step in theWhile it mighttoseem resulted in a projected choosing need to understand: sales funnel test like a small increase, $500,000+ increase in revenue per year. This underscores the potential impact of a properly identified research question. #webclinic
  72. 72. Examples of Anxiety Reducers Specific Sources Specific Corrections 1. Quality 1. Satisfaction Guarantee 2. Reliability 2. Testimonials 3. Security 3. Third-Party Seals 4. Price 4. Low-Price Guarantee #webclinic
  73. 73. Examples of Anxiety Reducers Ease of use Product qualityCustomer satisfaction Cost justification #webclinic
  74. 74. Summary Six Tweaks to Improve Shopping Cart Conversion: TWEAK #1: Remove Unnecessary Steps TWEAK #2: Eliminate Competing Options TWEAK #3: Demonstrate a Clear Sequence TWEAK #4: Add Value in Every Step TWEAK #5: Justify Every Action TWEAK #6: Intensify Anxiety Reduction #webclinic
  75. 75. Upcoming Web Clinic Registration Page The 4 Most Startling Marketing Discoveries from 2012 Including the 3 words that changed everything for a top financial product Register Here: MarketingExperiments.com/BestOf2012 #webclinic
  76. 76. Live Optimization #webclinic
  77. 77. VALUE PROPOSITION DEVELOPMENT COURSE NOW LIVE… Learn how to: Create your own unique Value Proposition Optimize its impact and effectiveness on your audience Infuse it into all of your marketing collateral Watch the short promo video at: MECLABS.com/ValueProp #webclinic
  78. 78. SHARE YOUR ANALYTICS INSIGHTS IN 20 MINUTES OR LESS!We’re looking for your insights on: All participants will receive: – Social media – Pay-per-click (PPC) ads – Video – Email – SEO – Content – Display ad marketing MECLABS.com/survey #webclinic
  79. 79. Live Optimization Electric Fireplaces Unchangeable information: None Steps to current page: 1. PPC ads to Store front 2. Products page 3. Individual product page 4. Shopping cart page 5. Checkout page Target audience: People (probably older) looking for cost-effective ways to heat their houses and possibly reduce heating bills. Page URL: http://bit.ly/TC0pnU #webclinic
  80. 80. Live Optimization Sozo Nutritionals Unchangeable information: None Steps to current page: 1. Store front 2. Product page 3. Cart Page Target audience: Weight Loss consumers, women 18-50 Page URL: http://bit.ly/SZuDlP #webclinic
  81. 81. Live Optimization Unchangeable information: My Deco None Steps to current page: 1. Store front 2. Products page 3. Product page 4. Checkout Page Target audience: Females ages 35 to 45 in the UK Page URL: http://bit.ly/RCOGFx #webclinic
  82. 82. Live Optimization Unchangeable information: John’s Shoes Cart is flexible Steps to current page: 1. Store front 2. Product pages 3. Cart Page Target audience: Working women Page URL: http://bit.ly/TYcOEM #webclinic
  83. 83. Live Optimization Dog Collar Boutique Unchangeable information: None Steps to current page: 1. Store front 2. Products Page 3. Cart Page 4. Checkout Page Target audience: Women pet owners ages 25- 65. Page URL: http://bit.ly/RCRtP3 #webclinic
  84. 84. Live Optimization Shoco Oil Inc. Unchangeable information: Much of it is hard coded, but categories, navigation and data is flexible Steps to current page: 1. Store front 2. Catalog page 3. Product Page 4. Cart page Target audience: Lubrication users Page URL: http://bit.ly/SKfCBV #webclinic
  85. 85. Live Optimization reading glasses shopper Unchangeable information: The product price and description information Steps to cart page: 1. Store front 2. Product Page 3. Cart Page Target audience: Customers buying reading glasses Page URL: http://bit.ly/UoQlg0 #webclinic
  86. 86. Live Optimization Fresh Finds Unchangeable information: Parts of the header and footer Steps to current page: 1. Ads to store front 2. Product Page 3. Checkout 4. Add to cart pop-up 5. Cart Page Target audience: Women, 35-55, general interest in home w specific interest in cooking Page URL: http://bit.ly/SKnuTO #webclinic
  87. 87. Marketing Automation for the Fortune 5 Million Marketing Automation for the Fortune 5 Million World-Class E-mail Complete Set of Tools Approach & Terms Marketing Core & on One Platform that Work Deliverability • Drip/Nurturing, Web • Start Simple, Automate at Analytics, Landing Pages, Your Own Pace• Third-Generation Email Forms, Scoring, CRM Marketing Platform Integration, Social Media, • Affordable Pricing; Month- Reporting and More to-Month Contracts• No extra charge for deliverability • Focus Usability, Simplicity & • Live Customer Support – At Manageability No Additional Costs www.act-on.com
  88. 88. MarketingExperiments Optimization NewsletterFree subscription to more than $20 million in marketing research Join 98,000 of the top marketers from around the world as we work together to discover what really works. MarketingExperiments.com/subscribe #webclinic
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