How To Preserve Your Ecommerce Store's Conversion Rate Through A Site Redesign
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Find out - how other ecommerce shops decreased their conversion rates by messing up their redesigns - the right process for redesigning - what tools can help you understand what you need to redesign - the common mistakes people make with hypotheses for a/b testing - what kind of traffic you need to run your a/b test - it needs to be representative (e.g. same times (weekend vs weekday), geographic locations of visitors, traffic sources and campaigns, value propositions etc) - what getting this right can do with a case study on successful conversion rate optimization with a redesign
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How To Preserve Your Ecommerce Store's Conversion Rate Through A Site Redesign
- 1. Preserving Your Conversion Rate Through Site Redesign by Gab Goldenberg Gab@ConversionRateOptimization.co
- 2. Today’s Plan • Prescheduled tweets • About me, briefly • Why/not redesign • Redesign case studies • How to redesign safely • Q&A • Apply it now challenge
- 3. Want to ReTweet Highlights? Want the slides? Follow @GabGoldenberg for prescheduled tweets #SafeRedesigns #MLUK Get slides: ConversionRateOptimization.co/mluk/
- 4. About Me Consultant – ConversionRateOptimization.co Work & Services Press Speaker, Author Focus: ₤2M - ₤25M ecommerce
- 5. Why should you redesign? Huge changes. Isidore Stanislas Helman
- 6. Reason 1: New Business Model Photo: Bev Sykes
- 7. Reason 2: Loss of Control Photo: Bill Morrow
- 8. Reason 3: Different Audience Photo: Masa Israel Journey
- 9. Bad Redesign Reason: Style/Boredom Photo: Masa Israel Journey Photo: Jordan Chan
- 10. Case Studies: How Conversion Rates Drop & Why
- 11. Case Study 1: Print Design & 50% Loss What: “Upscale print ad” style Devices: Full site How: No quality assurance (QA) When: Q4 Photo: SarahG.co.uk
- 12. Case Study 2: Developers & 30% Drop Who: Developers What: ‘1-step’ checkout How: No QA Photo: Highways England
- 13. What Causes #RedesignFails? Lack of: 1. CRO Training 2. User Research 3. [Dis-]Provable Hypotheses 4. Quality Assurance
- 14. System for Conversion Safe Redesigns 2. Hypothesize changes 1. Research users & behaviour 3. Create experimental versions 4. A/B Test or MVT Test
- 15. 1. Research User Needs & Behaviour Helpful tools: Magento Checkout Grader
- 16. 2. Hypothesize Changes Start with why – theory Specify: Change(s) Element(s) Metric Page
- 17. 2a. QA Hypotheses With A Skeptical Eye Photo: Cassandra Santori
- 18. 3. Create & QA Experimental Versions • [Dis-] Prove hypotheses/theory? • QA: Function, clarity, 2-minute tests
- 19. 4. A/B Test – With A Representative Sample
- 20. Case Study – Doubled Conversions
- 21. Case Study – Doubled Conversions
- 22. Questions (2nd to last slide) Speaker feedback survey: a) Rating: 0-10 (lowest-highest)? Why? b) Your biggest challenge with improving conversion? c) Get my 7500% conversion rate lift case study & monthly tips? Yes/No
- 23. Challenge: Create a plan to improve mobile checkout • Get the worksheet from me/back of the room • Want me to create a plan? 100₤ 25₤ If booked during show • Thanks! – Gab@ConversionRateOptimization.co
Editor's Notes
- All or even part of site Even if launch is just a week or two away
- Form follows function, and not the other way around.
- Form follows function, and not the other way around.
- Form follows function, and not the other way around.
- Form follows function, and not the other way around.
- Form follows function, and not the other way around.
- This isn’t a knock on print designers. It’s certainly possible for print designers to do great work online and vice versa. The key is recognizing that the two mediums are different. People read differently, they behave differently. The design has to be adapted to the medium. With print, because it’s easy for people to see the whole page at once and have greater peripheral vision, you can make some things subtle – i.e. small font size and less prominent placement – and they’ll still be noticed. With digital, putting your primary call to action in the section of the page that people’s eyes aren’t focused on - even if it’s above the fold and tehcnically visible - means that your visitors are going to miss the call to action more often than not. And all the more so when the color fits in the site’s normal color scheme, so that there’s little contrast.
- The developers had read that this could increase conversion. Apparently they hadn’t tested it before
- Who: Non marketers doesn’t mean that conversion rate optimization should only be done by marketers. In fact I encourage everyone from IT to customer support reps to participate in CRO. In order to do so, however, people need training and they need to be accountable. What: Opinion is necessary – every hypothesis for how to improve conversion is an opinion. The question is what is the opinion based on and how is it accountable? The opinion should be based on qualitative or quantitative data. And it should be accountable based on qualitative and quantitative data. Does usability testing show that we solved the problem? Does a/b testing confirm this performs better for a greater percentage of users? When: Don’t just build and release. First of all, as you can imagine, dropping conversions in the fourth quarter is very painful. A 50% drop in January would also have been bad, but the impact would be less significant. A client I worked with taught me this, because their high season is the summer, and they did their best for us to run a/b tests before then.
- Some key issues: Product “findability” Inventory Copy clarity/persuasion Checkout friction
- Avoid non sequiturs Which test won case study: Made it responsive, but also eliminated some information. End result – 2% “lift” aka neutral.