Slides from the eCommerce marketing webinar where Johann van Tonder from AWA Digital and Sushant Sharma from VWO talk about eCommerce insight generation for the holiday season and how to form a marketing strategy around the same. *Key Takeaways From the Talk* 1- Generating eCommerce insights based on user behavior 2- Using generated insights to plan time-boxed campaigns 3- Data backed case studies with proven success rates

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eCommerce Insights Generation
For a Super Holiday Season
Presented by Johann Van Tonder, AWA & Sushant Sharma ,VWO
THURSDAY 12 NOVEMBER 2015

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Johann van Tonder
COO @ AWA Digital
Johann has helped ecommerce businesses around
the world to improve conversion rates and fast-track
online sales.
He is co-author of a CRO handbook for ecommerce
practitioners, to be published by Kogan Page
(London) in 2016.
AWA is a leading CRO agency, specialising in
ecommerce.

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Sushant Sharma
Channel Marketing @VWO
Sushant is infatuated with CRO and finds gratification
in high conversion rates. Sushant has previously
driven content and email marketing campaigns for
online businesses.
At VWO, he handles co-marketing activities and plans
channel marketing strategies.

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Fears
Desires
Motivations
Anxieties
Uncertainties
Needs
Trigger

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Is this watch authentic or
a cheap replica?

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Case Study - Price <<< Product/Brand Authenticity

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How safe are their online
payment methods?
Is this company / website
legitimate?
Do they assure safe and
quick delivery?

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Case Study - Adding Customer Review Widget Increased
Sales by 58%
Variation
Express Watches replaced the
“Why buy from Express
Watches?” section with a Trust
Pilot widget to reduce buyer
anxieties.
The variation beat the original
product page by 58.39%!

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Trust Badges, Reviews, Testimonials - Get Social Proof
Your visitors want to know ‘who else wants/has this
product’! Reviews and Testimonials serve as social
proof for your product.
Adding security seals imparts credibility to your product
and evokes customer trust.
VWO’s eCommerce Report 2014 found that 54% of
shoppers find reviews a ‘very important’ factor
when making a purchase decision
● Collect reviews through follow-up emails
● Incentivize and gamify reviews through discount
coupons, giveaways and competitions

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Existence tests – find the value of page elements
Product Recommendation Engines
Product descriptions
Reviews
Messaging
Delivery
Stock status
Value proposition
Guarantees and Returns
Social sharing

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A/B Test That Social Sharing Widget
Social Sharing buttons: Friend or
foe?
• Social sharing widgets can increase page load time.
A one second page delay can reduce conversions
by 7%
• Low number of social shares can work as negative
social proof
• Occupy expensive real-estate space on product
pages
• If your website visitors don’t frequently share
purchases on social media, remove the widgets
• They’re a distraction when the goal of the page is to
get visitors to buy
• If social doesn’t constitute a major source of your
traffic, consider removing them. Instead, test them
out on thank you pages.

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Case Study - Removing Social Widgets Increases Sales by
12%
Original Product Page
● Taloon.com wanted to increase
clicks on their product pages’ main
call to action (CTA) button — Add to
Cart.
● You can see that the social sharing
buttons are placed right below the
product photos.
● Taloon.com wanted to see if
removing the buttons will have any
impact on the main call to action
(CTA) button.

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Variation
● The variation recorded 11.9%
increase in CTA clickthroughs as
compared to the Original.
● “I have to say I didn’t really expect the
results to be this good. Nice surprise!”
Jani Uusi-Pantti of Taloon.
● What Worked Against Social Sharing
Buttons - negative social proof and
distraction from main goal
● Test for yourself - Don’t get influenced
by others’ results
Case Study - Removing Social Widgets Increases Sales by
12%

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A/B Test CTA Button Text
• This is one of the easiest tests to set up and
can drastically lift your conversions.
• CTA answers the most critical question “Why
should I click this button?”
• Avoid generic call-to-actions and make them
more actionable
• Let visitors know what to expect after clicking
it
• Add urgency to your CTA. The idea is to
make your visitors click on the CTA there and
then.
• Begin with a verb. Adding an action verb to
your CTA will induce visitors to take the
desired action.

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Case Study - Changing CTA Button Text Increased
Clickthroughs by 33%
Original
The Empire Flippers website has a
sidebar on the right which is used to
collect leads and also take people to
the ‘Create my Account’ section.
The original CTA text said “Join Us”

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Variation
● The CTA text of the variation said
“Make Money Flipping Websites”.
It increased clickthroughs by
33.1%.
● “Join Us!” didn’t really convey
anything and is thus less
compelling.
● “Make Money Flipping Websites”
is more compelling and answers
the “what’s in it for me?” question
right off the bat.
Case Study - Changing CTA Button Text Increased
Clickthroughs by 33%

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Iterate! Learn from previous / negative results

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Key takeaways
Get into the mind of your customer
FUD’s – Fears, Uncertainties, Desires
Counter sales objections methodically
Put a plan in place to acquire reviews and testimonials –
especially ones that speak to key objections
Run exclusion tests in “Quick Learnings” mode to
determine the value of page elements
Remove potential distractions e.g. social sharing
Test CTA button text and style
Learn from negative split tests, iterate

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Got Questions? Talk to Us!
Sushant Sharma
sushant.sharma@wingify.com
@Sushant6759
Johann van Tonder
johann.vantonder@awa-digital.com
@amaclickclick
Thank You!