SlideShare a Scribd company logo
10 ways to convert
more orders
(starting next week!)
Real life data and UX examples
Craig Smith, Founder & CEO
Trinity Insight
My Goal: Arm you
with new ideas to
optimize
In 3 years, mobile will drive 50% of sales
Only 42% of eCom orders happen in first hour
Source: EQ1 2016 - Monetate
Conversion going higher, mobile up 21.4%
Source: EQ1 2016 - Monetate
Top ten experiments
Reviewed our experiments over the
last 12 months
Hand picked some of our best
performing tests
Variety of UI focal points: Split tests,
multivariate tests, segmentation
efforts, modals, personalization
#1: Checkout
Distractions
Does your checkout process
provide pathways to distraction?
Eliminating alternative paths and re-
engineering header equaled 17%
increase to overall conversion.
#2: Auto Zip
Lookup
Re-created the page to lead with
zip code before city/state
Using third party API we are able to
populate the city/state field
Increased overall conversion 7.8%
#3: Checkout
Boxes
Shopping funnel “boxes” represent
a familiar look to users (Amazon)
Re-constructed page over multiple
test iterations, experimenting with a
variety of messaging and creative
Winning variation increased page
progression 4%, leading to over
1mm annually in incremental sales
#4: Jump point
to checkout
Experiment with actions, post cart add
(click)
Tested right to the cart, modal with
recs, modal without
Modal without equaled 20% conversion
rate increase over control
#5: Filter
Presentation
Tweak how you present your
category filters
Goal of increasing PDP views
“Sticky” header, condensed with
dropdown
30% lift in category to product page
progression
#6: Cart
Simplification
Re-focus shoppers to primary path
Relieved clutter and additional
distractions, changed color scheme
20% increase to conversion on this
one single experiment
Control
Variation
#7: Re-order
Optimization
Goal: Make the re-ordering
process easier
Cookie returning customers and
speak differently to segment with
re-order messaging
8% increase in overall conversion
Control
Variation
#8: Last Mile
Messaging
Do not underestimate messaging
power within the three key areas:
Security, Guarantees, Shipping
9.3% lift in conversion after adding
in additional messaging that
reiterated these areas
#9: Reduce
Analysis Paralysis
Isolate where you may have
“information overload”
This product page test eliminated
warranty steps from product page
and were rendered post cart-add
via modal
25% add to cart increase, 27%
conversion increase overall
#10:
Personalized
Exit Intent
Exit Intent promotional messaging
using codes
11% overall conversion increase
Tailor promotions and messaging
based on exits using data layer
Where do you begin?
Look at your progression rates and
segment performance.
Data tells you where to go…
Then start thinking, designing and
deploying...
Define your UX economics
(use our free tool)
Thank you!
For a copy of this deck or to schedule a site
review:
csmith@trinityinsight.com
610.638.1047

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10 ways to convert more orders - Etail East Address

  • 1. 10 ways to convert more orders (starting next week!) Real life data and UX examples Craig Smith, Founder & CEO Trinity Insight
  • 2. My Goal: Arm you with new ideas to optimize
  • 3. In 3 years, mobile will drive 50% of sales
  • 4. Only 42% of eCom orders happen in first hour Source: EQ1 2016 - Monetate
  • 5. Conversion going higher, mobile up 21.4% Source: EQ1 2016 - Monetate
  • 6. Top ten experiments Reviewed our experiments over the last 12 months Hand picked some of our best performing tests Variety of UI focal points: Split tests, multivariate tests, segmentation efforts, modals, personalization
  • 7. #1: Checkout Distractions Does your checkout process provide pathways to distraction? Eliminating alternative paths and re- engineering header equaled 17% increase to overall conversion.
  • 8. #2: Auto Zip Lookup Re-created the page to lead with zip code before city/state Using third party API we are able to populate the city/state field Increased overall conversion 7.8%
  • 9. #3: Checkout Boxes Shopping funnel “boxes” represent a familiar look to users (Amazon) Re-constructed page over multiple test iterations, experimenting with a variety of messaging and creative Winning variation increased page progression 4%, leading to over 1mm annually in incremental sales
  • 10. #4: Jump point to checkout Experiment with actions, post cart add (click) Tested right to the cart, modal with recs, modal without Modal without equaled 20% conversion rate increase over control
  • 11. #5: Filter Presentation Tweak how you present your category filters Goal of increasing PDP views “Sticky” header, condensed with dropdown 30% lift in category to product page progression
  • 12. #6: Cart Simplification Re-focus shoppers to primary path Relieved clutter and additional distractions, changed color scheme 20% increase to conversion on this one single experiment Control Variation
  • 13. #7: Re-order Optimization Goal: Make the re-ordering process easier Cookie returning customers and speak differently to segment with re-order messaging 8% increase in overall conversion Control Variation
  • 14. #8: Last Mile Messaging Do not underestimate messaging power within the three key areas: Security, Guarantees, Shipping 9.3% lift in conversion after adding in additional messaging that reiterated these areas
  • 15. #9: Reduce Analysis Paralysis Isolate where you may have “information overload” This product page test eliminated warranty steps from product page and were rendered post cart-add via modal 25% add to cart increase, 27% conversion increase overall
  • 16. #10: Personalized Exit Intent Exit Intent promotional messaging using codes 11% overall conversion increase Tailor promotions and messaging based on exits using data layer
  • 17. Where do you begin? Look at your progression rates and segment performance. Data tells you where to go… Then start thinking, designing and deploying...
  • 18. Define your UX economics (use our free tool)
  • 19. Thank you! For a copy of this deck or to schedule a site review: csmith@trinityinsight.com 610.638.1047