Discover how to give your customers a delightful shopping experience that has them coming back for more. In this webcast, Gord Hotchkiss of SearchEngineLand and Brian Hess of CrossView, discussed how analyzing the behavior of your shoppers is strategic to customer loyalty and deepens brand engagement. We show you how to convert more of those shoppers using digital analytics to identify and remove barriers the shoppers face when purchasing.

1. Digital Analytics:
Opening the gates to customer engagement
Thursday June 26, 2014 1:00 EDT, (10:00 PDT)
Speakers:
Gord Hotchkiss, CEO and co-founder of Enquiro
Brian Hess, CrossView
Jenny Elliott, CrossView

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3. Today’s Presenters
Gord Hotchkiss,
CSO, Mediative & Co-founder, Enquiro
Jenny Elliott, CrossView
Brian Hess, CrossView

4. Turning Data into Action
• Declines in sales after site redesigns
• Differences in conversion rates
between products
• High browsing rates but low
conversions
• High abandonment rates in purchase
path

5. Continuous Improvement Cycle
DEFINE MEASURE ANALYZE IMPROVE CONTROL
• Identify
issues
•Create initial
hypotheses
•Gather
further
information
•See if data
supports
initial
hypotheses
•Finalize
hypothesis
•Decide on
variables
•Create
testing
framework
(A/B or
Multivariate)
•Run tests
and monitor
results
•Embed
improvements
•Establish new
performance
baselines

6. Creating Testable Hypotheses
TESTING
FRAMEWORK
TESTABLE
VARIABLES
Product category
conversion rates
significantly
different between
two seemingly
similar product
categories
May be usability
issues in the
conversion path
caused by the
redesign
OBSERVATION HYPOTHESIS
Test functionality
of shopping cart
Multivariate
testing of
identified
variables of
shopping cart
functionality

7. Prioritizing Hypotheses
TESTING
FRAMEWORK
TESTABLE
VARIABLES
OBSERVATION HYPOTHESIS

8. 100
90
80
70
60
50
40
30
20
10
0
Segmentation of Customer Experience
COMMITMENT TO PURCHASE
AWARENESS NAVIGATION PERSUASION TRANSACTION
AWARENESS NAVIGATION PERSUASION TRANSACTION

9. Qualitative Walk Throughs
Build some personas and use cases
from your primary customer
segments and do some walk
throughs of the conversion path,
right from awareness through to
final conversion. Ideally, use testers
who are not familiar with current
site, as they’ll find issues that may
be overly discounted by “insiders”
AWARENESS NAVIGATION PERSUASION TRANSACTION

10. Typical Transactional Issues
AWARENESS NAVIGATION PERSUASION TRANSACTION
CONVERSION
• PLACEMENT OF CONVERSION BUTTONS
• LAYOUT OF TRANSACTION PAGES
• TESTING OF NON-CONVERTING OFF PAGE LINKS
• TESTING CONTENT TO SUPPORT CONVERSION
(IE PRICING, GUARANTEES, SHIPPING INFO,
AVAILABILITY)
• TESTING DISCOUNTS AND OFFERS
• TESTING CROSS SELLING AND UPSELLING
SHOPPING CART
• TESTING ADD TO CART FUNCTIONALITY
• TESTING CART PAGE LAYOUT
• TESTING ALL FORM COMPLETIONS ON CHECK
OUT PATH
• TESTING OPT IN CONTACT REQUESTS
• TESTING TAX AND SHIPPING INFORMATION
• TESTING CROSS SELLING AND UPSELLING
• TESTING DISCOUNTS AND OFFERS

11. Typical Persuasion Issues
AWARENESS NAVIGATION PERSUASION TRANSACTION
FAST AND FUN
Low Qualification and High Reward High Qualification and High Reward
Low Qualification and Low Reward High Qualification and Low Reward
TO DOS AND TASKS
DESIRED
ENGAGEMENT
REQUIRED
ENGAGEMENT

12. Risk/Reward Matrix
AWARENESS NAVIGATION PERSUASION TRANSACTION
FAST
AND FUN
TO DOS AND
TASKS
DESIRED
ENGAGEMENT
REQUIRED
ENGAGEMENT
Low Qualification
and High Reward
High Qualification
and High Reward
High Qualification
and Low Reward
Low Qualification
and Low Reward
SMALL LUXURIES
• CLOTHING
• FAVORITE FOODS
• “TOYS”
• BOOKS
• MUSIC
NEEDED SUPPLIES
• OFFICE SUPPLIES
• REQUIRED
HOUSEHOLD ITEMS
• REPLACEMENT
PARTS
BIG LUXURIES
• TRIPS
• VEHICLES
• BIG TICKET “TOYS”
• COLLECTIBLES
SOLVING PROBLEMS
• LEGAL SERVICES
• MAJOR REPAIRS
• LARGE B2B
PURCHASES

13. Risk/Reward Matrix
AWARENESS NAVIGATION PERSUASION TRANSACTION
FAST
AND FUN
TO DOS AND
TASKS
DESIRED
ENGAGEMENT
REQUIRED
ENGAGEMENT
Low Qualification
and High Reward
High Qualification
and High Reward
High Qualification
and Low Reward
Low Qualification
and Low Reward
SMALL LUXURIES
• Brand Identification
• “Hedonistic” Features
• Fast Delivery
• Price
• Social Proof
NEEDED SUPPLIES
• “Utility” Features
• Guarantees
• Fast Delivery
• Application Information
BIG LUXURIES
• Ways to “Envision” Usage &
Ownership
• Bundling of Experience
• Experiential Information &
Media
SOLVING PROBLEMS
• Tailored Risk Aversion
Messaging
• Specific Use Cases
and Testimonials
• Extensive Utilization
Information and Media

14. Men vs Women and Scanning
AWARENESS NAVIGATION PERSUASION TRANSACTION
Women
Men
Mediative Heat Maps

15. Intent and Scanning
AWARENESS NAVIGATION PERSUASION TRANSACTION
NO INTENT (BOTTOM UP) FOCUSED INTENT (TOP DOWN)
Mediative Heat Maps

16. Entry Pages and Information Scent
AWARENESS NAVIGATION PERSUASION TRANSACTION
FIRST SECOND
Mediative Heat Maps

17. Entry Pages and Information Scent
AWARENESS NAVIGATION PERSUASION TRANSACTION
SECOND SECOND
Mediative Heat Maps

18. Entry Pages and Information Scent
AWARENESS NAVIGATION PERSUASION TRANSACTION
3 TO 5 SECONDS
Mediative Heat Maps

19. Typical Navigation Issues
AWARENESS NAVIGATION PERSUASION TRANSACTION
INTERNAL SITE SEARCH NAVIGATION MENUS EMBEDDED LINKS
• OFTEN USED TO CREATE
“MENTAL MAP” OF THE SITE
• USED TO BROWSE
CATEGORIES AND
DEPARTMENTS
• TESTING OF TAXONOMY,
USABILITY AND HIERARCHY
USUALLY REQUIRED
• ENSURE CONSISTENT
PRESENTATION THROUGHOUT
THE SITE, INCLUDING MOST
POPULAR ENTRY POINTS
• ENSURE COMPATIBILITY
ACROSS DEVICES AND
PLATFORMS
• OFTEN PRODUCT SPECIFIC
SEARCHES
• MAY BE USED AS AN “ESCAPE
HATCH” FROM NON-INTUITIVE
NAVIGATION STRUCTURES
• PRODUCT DATABASES MUST
ACCOMMODATE DIFFERENT
SEARCHING STRATEGIES
• TESTING OF RESULTS
FORMATS AND USABILITY
REQUIRED
• USAGE WILL VARY DEPENDING
ON BOTH INTENT AND TYPE OF
USER
• REQUIRES PATH AND INTENT
ANALYSIS TO MAXIMIZE LINKING
OPPORTUNITIES
• CAN BE USED TO CROSS SELL
AND UPSELL IF SUPPORTED BY
RESEARCH AND TESTING
• ENSURE THAT EMBEDDED
LINKS DON’T LEAD TO DEAD
ENDS OR DERAIL
CONVERSIONS
• TEST DIFFERENT TYPES OF
LINKS AND INFORMATION
SCENT – THUMBNAILS VS TEXT
VS ICONS, ETC

20. Typical Awareness Issues
AWARENESS NAVIGATION PERSUASION TRANSACTION
MESSAGING
• TEST MESSAGING FOR
EFFECTIVENESS
• TEST MESSAGING
AGAINST ACTUAL
BEHAVIORS
• TEST DEVICE SPECIFIC
MESSAGING
• TEST DIFFERENT TYPES
OF TARGETING (GEO,
DAY PART, BEHAVIOR,
CONTEXTUAL)
• TEST FORMATS (TEXT,
DISPLAY, NATIVE, RICH)
CONTINUITY
• IS MESSAGING
CONSISTENT ALONG
CONVERSION PATH (IE
AD TO LANDING PAGE)?
• IS BRANDING
CONSISTENT?
• ARE FEATURED OFFERS
EASY TO FIND ALONG
PATH
• ARE LEAD CONVERSION
TRIGGERS
APPROPRIATE TO
STAGE?
REFERRAL SOURCES
• IS MESSAGING
TAILORED TO
REFERRAL SOURCE (I.E.
SEARCH VS NATIVE)?
• HAVE DIFFERENCES IN
DEVICES BEEN TAKEN
INTO ACCOUNT?
INTENT
• IS MESSAGING TESTED
FOR DIFFERENT
INTENTS (IE RESEARCH
VS PURCHASE)?
• ARE INTENTS DEVICE
SPECIFIC?
• DO INTENTS VARY BY
TARGETED MARKETS?
• DO INTENTS VARY BY
PRODUCT CATEGORY?

21. Choosing a Testing Framework
PROS
A/B TESTING
• TYPICALLY START WITH A/B TESTING
• GOOD FOR TESTING FAIRLY BIG VARIATIONS
• CAN LEAD TO RAPID INCREASES IN PERFORMANCE
• EASY AND FASTER WAY TO TEST “HUNCHES” FROM
QUALITATIVE WALK THROUGHS AND ANALYTICS
• USEFUL TO NARROW DOWN AND RULE OUT TESTING
OPTIONS
CONS
• MORE TIME CONSUMING THAN MULTIVARIATE
TESTING
• LIMITS TO VARIABLES TO BE TESTED
• DIFFICULT TO DRILL DOWN TO DETAILED INSIGHTS
ON PERFORMANCE
PROS
MULTIVARIATE TESTING
• GOOD FOR TESTING MULTIPLE VARIABLES QUICKLY
• GOOD FOR FINE TUNING DESIGNS AND LAYOUTS
• CAN BE DONE AS PART OF CONTINUOUS
IMPROVEMENTS
• BETTER UNDERSTANDING OF INDIVIDUAL ELEMENT
IMPACTS
• TYPICALLY FEWER DESIGN CHANGES REQUIRED
PRIOR TO TESTING
CONS
• REQUIRES MORE TRAFFIC FOR STATISTICAL
SIGNIFICANCE
• LESS EFFECTIVE FOR TESTING MORE SIGNIFICANT
CHANGES

22. Outliers are Opportunities

23. A Tale of Two Handbags
How is the product
found?
• 10% external
marketing campaigns
• 40% Browse
• 50% Onsite Search
What is the add to cart
rate?
• 6.58%

24. A Tale of Two Handbags
How is the product
found?
• 13% external
marketing campaigns
• 40% Browse
• 47% Onsite Search
What is the add to cart
rate?
• 3.04%

25. Identify a Hypothesis

26. Minimize Variables When Testing

27. Answer Questions with Content
Before (Version 1) After (Version 2)

28. Results

29. Takeaways
• Test? Yes! Test to continually improve the
customer experience
• Be wary of building a hypothesis solely on your
own point of view
• Limit variables to make the findings clear
• The amount of “persuasion” necessary isn’t the
same for all use cases
• Look for opportunities in the outliers

30. Thank You! Questions?
www.CrossView.com
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