Jared Blank, VP E-Commerce da Tommy Hilfiger fala sobre "Lições da replatforming e aumentando a conversão através de testes conteúdo" no Congresso de Search e Vendas 2014 - E-Commerce Brasil

1. How Do You Know
When It’s Time to Replatform?
Jared Blank
Tommy Hilfiger
Yorkdale Tommy
Yorkdale Hybrid

2. How Do You Know
When It’s Time to Replatform?
When the team can’t get any work done.
Yes, it’s that painful

3. Get Help
• Didn’t have staff or $$ on our own
• We are part of larger company w/IT and
project management resources
• Don’t Be Afraid to Ask

4. The Dog and Pony Show
• Every platform looks amazing during demo
• Really. Every platform.
• Make them show you examples FROM YOUR
INDUSTRY
• Interview development partners at the same
time

5. Development Partners
• Make development partners show examples
FROM YOUR INDUSTRY
• Ask who will be on your team. Interview
those people.
• In short: hire for each key position, don’t just
hire the development partner

6. Development Partners, Continued
• Don’t listen to initial time estimates: any date
can be met by removing functionality
• The dev partner is only as good as its weakest
link.
– That link will become obvious quickly.
– Push back and immediately demand better
resources.

7. The Reference Store
• Ask for a reference store FOR YOUR INDUSTRY.
– Seeing an electronics ref app for an apparel
company site is not helpful
• When you look at the reference store, note
the features you DO NOT want
– Ask detailed questions about what it takes to
remove features from the ref store

8. What “Out of the Box” Really Means
• You will hear lots about features that are
available “Out Of the Box”
– OOtB is often nonsense
– Removing OOtB functionality can be costly and
time consuming
– Changing how something OOtB behaves can be
costly and time consuming
– You will start to wish that certain functions were
not available out of the box (address nickname)

9. What “Out of the Box” Really Means,
Part 2
• When you see features in demo, ask:
– How difficult is it to remove that feature?
– How long will it take?
– How many resources will be devoted to that?
• Just because something is an “industry standard”
doesn’t mean that’s how it behaves “out of the
box”
• Just because something seems easy to do, that
doesn’t make it easy to do.

10. The 2 Team Members Who Matter
• Project Manager (Client Side)
– Learn when to escalate and when to handle themselves
• Business Analyst (Developer Side)
– Don’t rely on developers to understand requirements

11. The Business Users
• Focus on business needs & ask why users
need functionality
• Requirements take longer than you think
• In release 1, if forced to choose (and you will
be): side with improvements for business
users, not customers

12. Who Makes Decisions?
• Just about everyone in the company will want
to be involved
• 1 person (only 1 person) is the final decision
maker. Appoint that person day 1, and let the
developers know.

13. Going Live
• Change scale from “showstoppers -> low level” to
“must fix -> should fix”
• Address low level defects that are customerfacing
• Decide what defects you can live with
– Determine who fixes those (implementers or ongoing
support)
• Check the catalog export against the live site
– Products have a tendency to disappear

14. Going Live, Part 2
• Most importantly: tell your boss there will be
problems when the site turns on

15. Odds and Ends
• You’re firing your old platform provider, but
you need their help. Be professional.
• When you fall behind schedule, it takes time
to figure out what to remove from the release.
• Dealing with vendors takes a long time (even
current vendors)
• Design with Mobile in mind

16. Odds and Ends, Part 2
• Even if you’re not doing a redesign, there are
pages you will have to redesign
• Consider Tag Management Solution
• Biggest Risks:
– Catalog extractions
– Integration with company’s other systems
– Product database
– Integration with distribution center
(note that none of those are platform-specific)

17. So, Let’s Talk About Testing

18. 2-Day Shipping Promotion in Header
Presenting a 2 Day Delivery Message to customers in areas of the country that qualified
has shown to:
• Increase site conversion rate (from 11-15%)
• Increase site AOV (from 9-21%)
• Reduce cart abandonment about 2%

19. Company Store Tabbed Banner Test
Versus
A tabbed experience to separate out the Main Site and Company store has shown to:
• Increase site conversion rate (5.85%)
• Decrease in cart abandonment (2.04%)
• Increase in Average Time on site (3.20%)

20. Free Shipping Today Only
Presenting Free Shipping Today Only Message in the Header Promo area, had the
following impact vs. showing no free shipping message in this area at all:
• Increase site conversion rate 7.39%
• Increase in add to cart- 3.34%
• Increase in number of page views 3.33%

21. Abandoned Cart Overlay Copy

22. Testing Email Signup Overlay
Versus

23. Testing Announcement Style
Versus

24. Other Areas to Test
•
•
•
•
•
Change unnecessary buttons to hyperlinks
Increase font of product name and price
Increase size of buttons
Change button colors
Test button colors contrasting with other colors on
site
• Use yellow highlight on mandatory field names
(instead of *)
• Test on mobile (removing banners; suppressing
buttons; enlarging search box)

25. But Most Importantly…
• Culture of testing
• Talk to design first – you’re going to need a lot more
assets from them
• Tell your designers: this is not about whether you are
“good” or “bad”
• Get people excited about testing – do contests about
which combination will win
• Use a shared doc (Google Docs) so team knows
what’s being tested

26. Thank you!
Jared Blank
jblank@tommy.com
+1 212-548-1794