The document outlines a briefing session on continuous optimization for websites, focused on enhancing the customer journey through hypothesis testing and analysis. Key areas of discussion include optimizing home pages, lister pages, and product pages, with insights on customer behavior and preferences. The session emphasizes the importance of A/B testing to improve conversion rates and invites interested parties to arrange a demo for further insights.

1. Continuous Optimisation Briefing
Session 2: How we can optimise your website
Sandy Lewis, Lead Insight Analyst, Salmon
Russ Harte, Head of Multichannel Development & Delivery, DFS

2. Develop
Optimising the Customer Journey
Hypothesise
Analyse Replay
Test
Continuous
Optimisation

3. What does success look like?
Store Locator
Customer searches for a store
Call me back
Customer requests a call from
a personal shopper
Chat
Customer engages with a
personal shopper
Ecommerce
Customer purchases online

4. Desktop Analysis &
Testing

5. How do we optimise the Home Page?
What we know…
• The home page is the top landing page
• A significant volume of call me back requests come from the top
nav
• The homepage is a key gateway page to purchase

6. Home Page Analysis
Rank 1: Top Nav
Rank 4: Carousel
Rank 2: Search/CTA
Rank 3: Best Sellers
Rank 5: Header

7. Home Page Hypothesis
Customers want:
• An incentive to purchase
• Return to find a product easily
• To click on the most relevant navigation items
• Click on images rather than text

8. Test - Homepage
Test: Need help message
Uplift: High
Test: Welcome message
Uplift: Medium
Test: Previously viewed sofas
Uplift: Low
Control Test

9. How important are Lister pages?
What we know…
• The majority of customers view a Lister page
• Lister pages are key product filter pages

10. Lister Page Filters Analysis
How are filters on Lister pages used?
1 2 4
5
3

11. Lister Page Hypothesis
Customers want:
• To view multiple products on one page
• Filter their selection before viewing a product
• To know the size and price
• To be able to access product details and CTAs easily

12. Test – Lister Pages
Test: Fixed Navigation
as the page scrolls
Positive impact
*Worked for Desktop, but not Tablet

13. How do we optimise Product pages?
What we know…
• A significant volume of customers start a call me back on a product
page
• Product pages are the initiator for purchasing

14. Product Page Analysis
Product Page Analysis
• Roomsets perform better than cutout
images to get users to scroll to product
details
• Users interact with the page:
• Swatches
• Colour
• Different views of the product
• Product Details (size/colour)
100% attention
<50% attention

15. Product Page Hypothesis
Customers want:
• To view product details – size, price, colour, swatches
• To make a purchase easily
• Clear messaging around online purchase vs phone purchases

16. Test – Product Pages
Control Test
Test: Quick View Colour
Positive impact

17. Test – Product Pages
Control Test
Test: Order by Phone
Positive impact

18. Test – Product Pages
Test
Test: More Product Information
Positive impact
Anchor Link to Product Details

19. Test – Product Pages
Test
Test: Anchor to swatches
Positive impact

20. Testing Checklist
Getting started with AB Testing…
Start increasing your
conversion rate
AB Testing:
 Licence – from free!
 Requires Java Script to be added to the site
 See results within 2 weeks
Salmon Provide:
 We predict customer behaviour based on insights
 We provide AB testing best practice
 We plan, implement and deliver your tests
Increase customer
insight
Enables decision
making

21. Contact us to arrange a demo
If you’re interested in finding out more or would like to book
a complimentary demo, please email us at
info@salmon.com.

22. Salmon Asia Pacific
(Pty Limited)
Level 1, 299 Elizabeth Street
Sydney NSW
Australia
2000
Tel: +61 (0)2 8251 0044
Salmon Limited
64 Clarendon Road
Watford
Hertfordshire
WD17 1DA
United Kingdom
Tel: +44 (0)1923 320 000
www.salmon.com
@SalmonLtd
Salmon China Limited
Tower A-2808
Topland Building (第三置业大厦)
Sanyuanqiao
Chaoyang District
Beijing City 100028
China
Tel: +86 (0)10 5822 0698
Salmon North America
The Chocolate Factory
636 11th Avenue
New York
NY 10036-2010
United States
Tel: +1 (646)577 6533