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Lynne Wright, AWA digital
Case Study:
Northern Parrots
8 April 2015
1
2
The old home page
3
The new home page
4
Tool Setup Diagnostic Triage™
Optimization
Plan
Creative
Execution
AWA Conversion System™
5
Tool set up
5
Tag container
Split-testing tool
Online surveys Heat & scroll mapping
6
Use of the homepage
7
Getting to know your customers
Heather Annette
8
Survey: visitor intent
9
Survey: order confirmation
10
Add-to-basket ratio
Product
page
views
H
H
L
L
Underperforming
product
Remove or
replace
Winning
product
Bundling
oppor...
11
Survey: underperforming products
12
Remote moderated usability testing
13
What we learnt about Northern
Parrots‘ visitors
Heather Annette
14
PARK YES
NO BUNDLE
High
Impact
Weak
evidence
Low
Impact
Strong
evidence
Triage™
15
High
Impact
Low
Impact
Northern Parrots Triage™
Value Proposition
Basket Page
Homepage
Category Pages
Product Pages
Wea...
16
Optimization plan
17
Starting with a wireframe
18
Create
wireframe and
copy
Gather
feedback from
usability testers
Design new
webpage
Gather
feedback from
usability test...
19
Final design for split-testing
20
Result: 34.7% RPV uplift on desktop
21
1. Don’t assume you know anything about your customer
2. Let the quantitative data guide where to focus your
optimisati...
Find out more.
Follow this URL…
http://blog.awa-
digital.com/cro-case-
study-northern-parrots-
homepage
22
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CRO Case Study - AWA digital + Northern Parrots - AWA presentation from The Commerce Exchange Apr 2015

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In this Conversion Rate Optimisation case study, discover how AWA digital ran a split test on the Norther Parrots homepage which delivered a 34.7% increase in Revenue per Visitor on the desktop site.

This presentation looks at both the old homepage and the new homepage, looking at how AWA got from one to the other. Focusing on:
- the Conversion System, tools and techniques used
- how AWA decided what to test
- how AWA used user feedback to guarantee split test success

To find out more about this case study, see the blog http://blog.awa-digital.com/cro-case-study-northern-parrots-homepage

Note: this presentation was first delivered at The Commerce Exchange in York. For more details, see @TheCommerceX.

Published in: Internet
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CRO Case Study - AWA digital + Northern Parrots - AWA presentation from The Commerce Exchange Apr 2015

  1. 1. ` Lynne Wright, AWA digital Case Study: Northern Parrots 8 April 2015 1
  2. 2. 2 The old home page
  3. 3. 3 The new home page
  4. 4. 4 Tool Setup Diagnostic Triage™ Optimization Plan Creative Execution AWA Conversion System™
  5. 5. 5 Tool set up 5 Tag container Split-testing tool Online surveys Heat & scroll mapping
  6. 6. 6 Use of the homepage
  7. 7. 7 Getting to know your customers Heather Annette
  8. 8. 8 Survey: visitor intent
  9. 9. 9 Survey: order confirmation
  10. 10. 10 Add-to-basket ratio Product page views H H L L Underperforming product Remove or replace Winning product Bundling opportunity Look-to-book analysis
  11. 11. 11 Survey: underperforming products
  12. 12. 12 Remote moderated usability testing
  13. 13. 13 What we learnt about Northern Parrots‘ visitors Heather Annette
  14. 14. 14 PARK YES NO BUNDLE High Impact Weak evidence Low Impact Strong evidence Triage™
  15. 15. 15 High Impact Low Impact Northern Parrots Triage™ Value Proposition Basket Page Homepage Category Pages Product Pages Weak evidence Strong evidence My Favourites Live Ticker View Purchase History Loyalty Program Top Menu Search Box Header Emphasise Video
  16. 16. 16 Optimization plan
  17. 17. 17 Starting with a wireframe
  18. 18. 18 Create wireframe and copy Gather feedback from usability testers Design new webpage Gather feedback from usability testers Launch split-test Report of results Update Optimization Plan Involving users in the creativity
  19. 19. 19 Final design for split-testing
  20. 20. 20 Result: 34.7% RPV uplift on desktop
  21. 21. 21 1. Don’t assume you know anything about your customer 2. Let the quantitative data guide where to focus your optimisation efforts 3. Use voice-of-customer tools as much as possible and ask the right questions 4. Get in the head of your customers – visit, talk to and listen 5. Prioritise ruthlessly – your time is too precious to waste on small-minded tests 6. Involve testers in the design and development of the split tests 7. Use a split test tool like Optimizely that allows you to quickly create a variation to test Key takeaways
  22. 22. Find out more. Follow this URL… http://blog.awa- digital.com/cro-case- study-northern-parrots- homepage 22

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