Toni Anicic: Conversion Rate Optimization for Magento in the Age of Responsive

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The document discusses conversion rate optimization (CRO) techniques for Magento websites, including A/B testing various elements of the site to improve conversion rates. It provides examples of elements that can be tested, such as checkout page design and product recommendations, and outlines a six-step CRO process of identifying issues, formulating hypotheses, implementing tests, and analyzing results. The document also notes that CRO techniques for improving the user experience may not always align with search engine optimization best practices.

Presentations & Public Speaking

Toni Anicic
Conversion Rate Optimization for Magento
Meet Magento Poland 2014
in the Age of Responsive

What is conversion rate optimization?
When we say “conversion rate optimization” we usually mean A/B testing to establish which
variation achieves more goal completions.
KPI relevant for the test is the goal and it doesn’t necessarily have to be the eCommerce
conversion rate.
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A/B Testing (Split Testing)
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Multivariate Testing

The conversion rate optimization
process in 6 steps
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Identify an issue / Ask a question
Why are so many visitors exiting the website on the “Cart” page?
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Construct a hypothesis
Visitors are leaving to find a coupon code since they saw an “Apply coupon code” field on the
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“Cart” page

Invent treatments
Putting a “How can I get a coupon code?” link next to the “Apply coupon code” field will
reduce the amount of website exits from the “Cart” page
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Find the best KPIs to set as goals
The amount of website exits from the “Cart” page
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Implement the test using a split
testing software
Create an A/B test with control version (no change), treatment A with one text, and treatment
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B with another for example

Analyze the data and implement
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conclusions

And then came responsive
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6 things to A/B test on
Magento in the age of
responsive
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Checkout
Onestep checkout VS Onepage checkout
Checkout page design, layout and distractions
Copy on checkout page

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Cart
Removal of distractions
Copy on cart page
CTA

Product relations
Related, upsell, cross-sell recommendations
Related, upsell, cross-sell design and placement
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Product pages
Removal of social sharing icons and other distractions
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Add to cart button
Tabs

Navigation
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What goes into main navigation
Design and placement of navigation

Category pages
Show more or fewer items per page
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Sort by price? Sort by name?

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CRO vs SEO
Awesome for users != Awesome for search engines

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CRO vs SEO
• Homepage
• Default layered navigation
• Headings
• Internal linking structure and anchor texts

Where is the ROI in CRO?
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THANK YOU!
Toni Anicic, eCommerce consultant at Inchoo
Meet Magento Poland 2014

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Toni Anicic: Conversion Rate Optimization for Magento in the Age of Responsive

1. Toni Anicic Conversion Rate Optimization for Magento Meet Magento Poland 2014 in the Age of Responsive

2. What is conversion rate optimization? When we say “conversion rate optimization” we usually mean A/B testing to establish which variation achieves more goal completions. KPI relevant for the test is the goal and it doesn’t necessarily have to be the eCommerce conversion rate. Meet Magento Poland 2014

3. A/B Testing (Split Testing) Meet Magento Poland 2014

4. Meet Magento Poland 2014 Multivariate Testing

5. The conversion rate optimization process in 6 steps Meet Magento Poland 2014

6. Identify an issue / Ask a question Why are so many visitors exiting the website on the “Cart” page? Meet Magento Poland 2014

7. Construct a hypothesis Visitors are leaving to find a coupon code since they saw an “Apply coupon code” field on the Meet Magento Poland 2014 “Cart” page

8. Invent treatments Putting a “How can I get a coupon code?” link next to the “Apply coupon code” field will reduce the amount of website exits from the “Cart” page Meet Magento Poland 2014

9. Find the best KPIs to set as goals The amount of website exits from the “Cart” page Meet Magento Poland 2014

10. Implement the test using a split testing software Create an A/B test with control version (no change), treatment A with one text, and treatment Meet Magento Poland 2014 B with another for example

11. Analyze the data and implement Meet Magento Poland 2014 conclusions

12. And then came responsive Meet Magento Poland 2014

13. Meet Magento Poland 2014 Other?

14. 6 things to A/B test on Magento in the age of responsive Meet Magento Poland 2014

15. Meet Magento Poland 2014 Checkout Onestep checkout VS Onepage checkout Checkout page design, layout and distractions Copy on checkout page

16. Meet Magento Poland 2014 Cart Removal of distractions Copy on cart page CTA

17. Product relations Related, upsell, cross-sell recommendations Related, upsell, cross-sell design and placement Meet Magento Poland 2014

18. Product pages Removal of social sharing icons and other distractions Meet Magento Poland 2014 Add to cart button Tabs

19. Navigation Meet Magento Poland 2014 What goes into main navigation Design and placement of navigation

20. Category pages Show more or fewer items per page Meet Magento Poland 2014 Sort by price? Sort by name?

21. Meet Magento Poland 2014 CRO vs SEO Awesome for users != Awesome for search engines

22. Meet Magento Poland 2014 CRO vs SEO • Homepage • Default layered navigation • Headings • Internal linking structure and anchor texts

23. Where is the ROI in CRO? Meet Magento Poland 2014

24. ANY QUESTIONS? Meet Magento Poland 2014

25. THANK YOU! Toni Anicic, eCommerce consultant at Inchoo Meet Magento Poland 2014

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