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The Top 5 Ecommerce Tests You Should Run Right Now

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In this webinar, WiderFunnel CEO and conversion rate optimization expert, Chris Goward, and Optimizely's testing specialist, Ryan Lillis talk about the tests you should be running on your e-commerce site today to maximize revenue NOW and when online shopping peaks – Christmas time.

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The Top 5 Ecommerce Tests You Should Run Right Now

  1. 1. The Top 5 Ecommerce Tests You Should Run Right Now To Get Ready for a Huge Christmas 2013! Chris Goward Founder & CEO @chrisgoward Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Ryan Lillis Strategic Optimization Consultant @optimizely
  2. 2. Meet Ryan • Strategic Optimization Consultant at Optimizely • Previously at Test & Target ryan.lillis@optimizely. com • He has advised all types of business from Fortune 100 to small start ups Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  3. 3. We make sophisticated website optimization easy. • Over 5,500 customers in all verticals • Dedicated technical support and strategic consulting E-commerce resources this month: www.optimizely.com/ecommerce-ab-testing Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  4. 4. Meet Chris Goward • Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen • Conversion rate lift of 10% to 750% for every multi-test client • In demand as a speaker globally Chris Goward Founder & CEO WiderFunnel @chrisgoward • New book by Wiley: “You Should Test That!” Get a free chapter at: YouShouldTestThat.com Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  5. 5. We partner with our clients to dramatically lift their profit with marketing optimization • Strategy, design, copywriting & testing • Every client has seen 10% to 700%+ lift More free tips at www.WiderFunnel.com/Blog Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  6. 6. 5 Areas to Test Right Now But first, some context... Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  7. 7. Persuasional Informational Transactional Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Landing Pages Interior Pages Conversion Pages
  8. 8. Test #1 – Your Landing Pages The best value proposition test point. Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  9. 9. Situation Competitive search keywords “Human Growth Hormone” Competitors focused on product purity Shoppers worried about product efficacy & FUD The Goal More e-commerce revenue Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  10. 10. Which Landing Page Won? A Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com B
  11. 11. Controlled Test Result % 49 Sales Lift Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  12. 12. The POPs, PODs and POIs Value Proposition Framework Your Points of Difference (PODs) Your Points of Parity (POPs) Prospect’s Desires Competitor’s Features Your Features Your Point of Irrelevance (POIs) Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  13. 13. Test #2 – Your Home Page The most over-scrutinized, under-optimized page. Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  14. 14. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  15. 15. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  16. 16. Rotating messages are a Distraction Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  17. 17. Persuasional Informational Transactional Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Landing Pages Interior Pages Conversion Pages
  18. 18. Test #3 – Your Category Pages The most over-looked pages. Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  19. 19. Situation Industry-leading website Stagnant conversion rate We identified the category pages as a priority Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  20. 20. Which Category Page Won? A Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com B
  21. 21. Controlled Test Result % 16.1 Sales Lift Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  22. 22. Test #4 – Your Product Detail Pages The decision-point. Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  23. 23. Background Solid brand awareness Disappointing conversion rate Google told them to work with WiderFunnel Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  24. 24. Knowing what to test: Using the LIFT Model™ Relevance Clarity TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”) Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  25. 25. Value Proposition: “Free Shipping” may be more compelling? Distraction: Show All Categories opens a new page Relevance: Scrolling products take most prominent position Clarity: Design does not imply sale price Clarity: Blue text is confused with links Distraction: Shipping link opens new page in new tab. Distraction: Reviews are more prominent than features. Distraction: Cross-selling more prominent than features. Clarity: Features included in Description tab at bottom. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Clarity: Shipping tab does not include shipping price.
  26. 26. Develop Test Hypotheses WEAKNESS STRENGTH Relevance: Scrolling products take most prominent position Hypothesis: Moving product reco box below the fold Clarity: Design does not imply sale price Hypothesis: Redesigning CTAs to emphasize sale price Distraction: Reviews are more prominent than features. Hypothesis: Increasing prominence of product features Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  27. 27. Which Product Page Template Won? A Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com B
  28. 28. Controlled Test Result Why? – 16% Sales Lift! Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  29. 29. Persuasional Informational Transactional Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Landing Pages Interior Pages Conversion Pages
  30. 30. Test #5 – Your PCTAs The site-wide checkout entry-point Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  31. 31. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  32. 32. Over-emphasis on security creates anxiety Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  33. 33. Does this create trust? Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  34. 34. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  35. 35. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  36. 36. How do you prioritize? It’s as easy as PIE Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  37. 37. The PIE™ Prioritization Framework 1. Potential 2. Importance 3. Ease Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  38. 38. The PIE™ Prioritization Framework Web Analytics 1. Potential Voice of Customer 2. Importance Traffic Volume 3. Ease Technical “Political” Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Cost
  39. 39. PIE Prioritization Test # Test Type Potential Importance Ease Rating 1.1 Landing Page Template 10 10 10 10 2.1 Home A/B Cluster 10 10 9 9.3 2.2 Home Isolation 1 8 10 9 9.0 3.1 Category Template A/B Cluster 10 9 7 8.7 3.2 Category Isolation 1 8 9 8 8.3 3.3 Category Isolation 2 8 9 8 8.3 4.1 PCTA Isolation 1 6 10 8 8.0 Product Detail Template A/B Cluster 10 10 4 8.0 Shopping Cart Isolation 1-3 8 9 6 7.7 Product Detail Isolation 8 10 5 7.7 Site-wide elements 6 7 9 7.3 Shopping Cart A/B Cluster 9 9 3 7.0 Blog Template PCTA 8 2 7 5.7 5 6.1-3 7.1 8 8.1 9 Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  40. 40. Ask the Right Questions. Don’t Worry About the Right Answers. 5 more A/B tests to run today Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  41. 41. The Right Questions • DON’T ASK: “What are the variations we are testing?” • ASK: “What question are we trying to answer?” • Conceptual Validation – define the broad question trying to be answered, and determine the simplest and easiest way to validate that concept. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  42. 42. Test #1 – Thematic vs. Specific What type of images perform better? Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  43. 43. Test #1 – Specific Variation 1: Image One Variation 2: Image Two buy one, get one 50% off kids’ shoes, plus deals on clothing and more Girls’ shoes | boys’ shoes | clothing | uniforms | backpacks Hypothesis: The second image will outperform the first. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  44. 44. Test #1 –Themes Image Theme Test Hypothesis: Product images will outperform lifestyle images. Variation 1: Models & Products Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com Variation 2: Products Only
  45. 45. Value of Themes Image themes allow you to stretch your insights and test intelligently. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  46. 46. DON’T ASK Will image A outperform image B? DO ASK How does this type of imagery compare to that type of imagery? Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  47. 47. Test #2 – No Design vs. Design Is simple better? Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  48. 48. Test # 2– Designer Test Variation 1: Simple Breadcrumb Variation 2: Stylized Breadcrumb Home > Shop iPad > iPad Accessories > Headphones Hypothesis The second breadcrumb with graphical images will allow users to easily navigate the site, resulting in a conversion rate increase. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  49. 49. Test # 2– No Designer Test Variation 1: Simple Breadcrumb Home > Shop iPad > iPad Accessories > Headphones Variation 2: Prominent Breadcrumb Home > Shop iPad > iPad Accessories > Headphones Hypothesis The prominent breadcrumb will be more easily noticed and allow users to more easily navigate the site, resulting in a conversion rate increase. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  50. 50. Value of No Design Test No Design Tests… • Utilize fewer resources • Take minutes to set up Depending on the results, design resources can be most effectively utilized in a follow-up test. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  51. 51. DON’T ASK Will style outperform simplicity? DO ASK How much does prominence affect performance? Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  52. 52. Test #3 – No IT vs. IT How much technical involvement is necessary? Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  53. 53. Test # 3 – No IT vs. IT Variation 1: Single, Longpage Checkout Variation 2: Multi-page, Checkout Hypothesis: A multi-page checkout with fewer fields per page will drive a higher conversion rate. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  54. 54. Test # 3 – No IT vs. IT Variation 1: Single, Longpage Checkout Variation 2: Collapsed sections, on Single page Next 2S hipping 3 Options 4 Payment Hypothesis: Users are overwhelmed and a checkout funnel that exposes fewer fields initially will drive a higher conversion rate. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  55. 55. Value of No IT Test No IT Tests… • Can be set up in minutes or days vs. months or years, yes, years. Remember: You don’t always have to modify your backend content systems to “fake it” for the purposes of a test. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  56. 56. DON’T ASK How can I change the backend to support this test? DO ASK Can I test this concept without changing the backend? Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  57. 57. Is conceptual validation perfect? No. But... Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  58. 58. Value of Conceptual Validation Conceptual validation allows you to.. • Prioritize your team’s resources • Test quickly • Run intelligent tests Over the long run, this approach is sure to generate a better website tomorrow than you have today. Tweet this: @chrisgoward @optimizely #ecommerce © 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
  59. 59. Testing Timeline: Countdown to the Holidays August – September September – • 2 months of simple, October conceptual testing. October – November • 1 -2 months of • Test setup should be detailed quick, overlapping. development/design • work. • Most tests should run for only two • Prep for launching • weeks. more complex tests of previously Tweet this: @chrisgoward @optimizely #ecommerce concepts. validated ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. | Final testing push to the holidays. Test to confirm what you discovered– potentially prior to a code freeze.
  60. 60. Questions? Tweet this webinar: @chrisgoward @optimizely #ecommerce Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |
  61. 61. Thank you! Tweet this: @chrisgoward @optimizely #ecommerce ©© 2007-2013 WiderFunnel Marketing Inc. www.widerfunnel.com 2007-2013 WiderFunnel Marketing Inc. |

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