These are Adam's slides from Digital Gaggle in Bristol on Thursday 19th September 2019. His session was designed to help in-house marketers understand the small experiments they could run on their websites to see if they had an affect on/could improve conversion rates.

3. Summoning some kind of demon, probably
Managing Director at Natural Interaction

4. 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19
(5 years 8 months) (8 years 9 months)
or approximately 22,000 hours

6. Source 1
What works in e-commerce - a
meta-analysis of 6700
online experiments
By Will Browne & Mike Swarbrick Jones
bit.ly/abp-meta
Source 2
The 70+ UX Projects I’ve delivered
evolveproduct.com

8. 59% uplift probability
Definition
Make things bigger so
users can tap them on all
devices.

9. Image credit: LukeW.com
75% of people rely on
their thumb
49% rely on a
one-handed grip
Source: Analysis of 1,333 observations
of smartphones in use, Steven
Hoober

10. Image credit: John Howard https://dribbble.com/doppel
59% uplift probability
Experiment
Make all your touch targets
a minimum of 7-10mm
(44px ish)
Keep an eye on:
Abandonment rates on each device

12. 45% uplift probability
Definition
Using an image or message
that pops up on screen

14. 45% uplift probability
Experiment
Try moving your popup to
when a user has
accomplished their goal,
rather than doing it as soon
as they land on the site
Keep an eye on:
Interactions with the popup before / after.

16. 24% uplift probability
Definition
Treatments that alter or
add an on-site banner

17. 24% uplift probability
Experiment
Try disabling auto scrolling
carousels showcasing
campaigns / content.
Keep an eye on:
Click through rates overall and on each item (if
you keep more than 1 item).

19. 59% uplift probability
Definition
Significant cosmetic
changes that usually
involve multiple elements
on a page.
WTF Adam,
that’s really vague!

20. 59% uplift probability
Experiment
Run some self moderated usability testing
with 6 participants per breakpoint.
(See previous Gaggle talk: 'Validating Ideas Fast With Remote User
Research')
If you have a UXer, get them to run a moderated session instead
Keep an eye on:
What’s good about your current design, not just the negatives.

22. 57% uplift probability
Definition
Treatments that use a welcome message/page to
introduce users to the site.
Jakob’s Law
Users spend most of their time on other sites.

23. 57% uplift probability
Experiments
1. Add a strip on the top of every page which
introduces your USPs to new users and reminds
existing customers why they shop with you

24. 57% uplift probability
Experiments
2. Add some text at the top
of your homepage which
explains the point of your
site / value proposition
Keep an eye on:
Bounce rates.

26. 52% uplift probability
Definition
Treatments that
recommend alternative
products to users
Genuine ebay product recommendations

27. 52% uplift probability
Experiment
Get a trial of Nosto, Qubit, Optimizely or
similar (find the right one for you) and see
whether it proves it’s worth
Keep an eye on:
1. Revenue per visitor
2. What your site is actually recommending (e.g. “Sorry for your loss
card” + “Party poppers)
Avoid:
Adding dumb product recommendations, don’t be like ebay.

29. 80% uplift probability
Definition
Treatments that aim to
persuade users not to leave
the site after indicating
abandonment behaviour.

30. 80% uplift probability
Experiment
Try showing a popup with a
promo code if the user takes
actions indicating
abandonment
(inactivity / moving towards close button / others
specific to your site)
Keep an eye on:
Revenue per visitor

32. 74% uplift probability
Definition
Treatments that use a time
limit to promote urgency to
complete an action before
a deadline, almost always
implemented using a
countdown timer

33. Health warning : This is really over used
https://behavioralscientist.org/consumers-are-becoming-wise-to-your-nudge/

34. 74% uplift probability
Experiment
Try adding messaging around how long an offer
will be available.
Be truthful - this isn’t a perpetual sofa sale.
Keep an eye on:
How many validation errors are triggered - are you rushing your users too much?

36. 79% uplift probability
Definition
Treatments that leverage the behaviour of
other users to provide information about
trending products and currently popular items.
Experiment
Add a section to your product pages showing
the most popular or best rated selling item in
that category over the last month.
Keep an eye on:
Revenue per visitor

38. 83% uplift probability
#1 tactic for Conversion & RPV
Definition
Treatments that highlight items that are low in stock, almost always by using ‘stock
pointers’.
Experiment
Use this ethically. Try showing the number of items remaining in stock or the number
of users who have viewed the product in the last 24 hours.
Avoid pressure selling.
Keep an eye on:
Return rates.

40. 1. Most of the highest performing concepts are based on
behavioural psychology.
2. Minor cosmetic tweaks rarely have a long term positive impact
3. Quantitive data is great for telling you what users are doing
4. But Qualitative research is the way to go for understanding why
users behave as they do
5. Please use these ethically. You can differentiate by building
customer relationships rather than pressure selling.

41. ANY QUESTIONS?
Adam Babajee-Pycroft
adam@evolveproduct.com
0117 911 4206