Presentation form Meet Magento Poland 2014

1. Toni Anicic
Conversion Rate Optimization for Magento
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in the Age of Responsive

2. What is conversion rate optimization?
When we say “conversion rate optimization” we usually mean A/B testing to establish which
variation achieves more goal completions.
KPI relevant for the test is the goal and it doesn’t necessarily have to be the eCommerce
conversion rate.
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3. A/B Testing (Split Testing)
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4. Meet Magento Poland 2014
Multivariate Testing

5. The conversion rate optimization
process in 6 steps
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6. Identify an issue / Ask a question
Why are so many visitors exiting the website on the “Cart” page?
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7. Construct a hypothesis
Visitors are leaving to find a coupon code since they saw an “Apply coupon code” field on the
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“Cart” page

8. Invent treatments
Putting a “How can I get a coupon code?” link next to the “Apply coupon code” field will
reduce the amount of website exits from the “Cart” page
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9. Find the best KPIs to set as goals
The amount of website exits from the “Cart” page
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10. Implement the test using a split
testing software
Create an A/B test with control version (no change), treatment A with one text, and treatment
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B with another for example

11. Analyze the data and implement
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conclusions

12. And then came responsive
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13. Meet Magento Poland 2014
Other?

14. 6 things to A/B test on
Magento in the age of
responsive
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15. Meet Magento Poland 2014
Checkout
Onestep checkout VS Onepage checkout
Checkout page design, layout and distractions
Copy on checkout page

16. Meet Magento Poland 2014
Cart
Removal of distractions
Copy on cart page
CTA

17. Product relations
Related, upsell, cross-sell recommendations
Related, upsell, cross-sell design and placement
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18. Product pages
Removal of social sharing icons and other distractions
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Add to cart button
Tabs

19. Navigation
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What goes into main navigation
Design and placement of navigation

20. Category pages
Show more or fewer items per page
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Sort by price? Sort by name?

21. Meet Magento Poland 2014
CRO vs SEO
Awesome for users != Awesome for search engines

22. Meet Magento Poland 2014
CRO vs SEO
• Homepage
• Default layered navigation
• Headings
• Internal linking structure and anchor texts

23. Where is the ROI in CRO?
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24. ANY QUESTIONS?
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25. THANK YOU!
Toni Anicic, eCommerce consultant at Inchoo
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