Ecommerce companies are starting to realise the power of CRO and are keen to experiment. However, if not setup correctly, your experimentation programme could fail quickly. In this presentation, Manuel da Costa will highlight the pitfalls you might encounter and how to grow your testing programme from the ground up. If you want to see the recording, head to https://www.youtube.com/watch?v=_JB1mqQ_Q5s

1. Setting up and scaling your ecommerce
experimentation platform

2. Hi!
I’m Manuel
I OPTIMISATION
4+ Years CRO strategy + consulting
Founded Conversion World
Online community & virtual conference
Founder, Effective Experiments
All-in-one platform for CRO workflow
management, collaboration & documentation

3. WHATTHIS TALK ISN’T ABOUT
How to run A/B tests
What tactics you shouldtry
Which testing tool to use
How to analyse tests
Statistics

4. LET’S LOOK AT SOME STATS ABOUT THE INDUSTRY FIRST
source : Econsultancy

5. BUDGETS HAVE INCREASED IN HOUSE AND AGENCY SIDE
source : ConversionWorld
Source: Conversion World survey(2017)
62%
51%

6. FOCUS ON CRO ACTIVITIES HAS INCREASED IN HOUSE AND AGENCY SIDE
source : ConversionWorld
Source: Conversion World survey(2017)
81%
72%

7. Omniconvert – the complete CRO tool
www.omniconvert.com
A/B testing - wysiwyg editor, split
URL testing, multi-page testing
Actionable Surveys - Cart abandonment surveys
with real time objection treatment, Net
Promoter Score, Buyer Persona identification
Web Personalization - change the visitor's
experience in real time using on-page variables
based on your preferences
Interactions - pop-ups, bars, widgets which can
be triggered on load, on scroll, on the exit intent
of the visitors
Advanced Segmentation - Geo-targeting,
Weather condition, new vs returning, mobile vs
desktop, traffic source, pages visited in the
current session, GTM, data layer, first party data
etc.

9. TEXT
THE SHOCKING TRUTHABOUT CROPROGRAMMES

10. THEYARE NOT
DONEWELL.

11. WHY?

12. TEXT

13. NO BUY IN

14. NO STRUCTURED
PROCESS

15. PROCESSES ARE NOT DEFINED OR STRUCTURED
Source: Conversion World survey(2017)
33% 31%

16. LACK OF RESOURCES

17. 57 OF COMPANIES STRUGGLE WITH RESOURCES
Source: Conversion World survey(2017)

18. THE WAY WE SETUP OPTIMISATION
PROGRAMMES IS BROKEN

19. TOOLS MAKETH NOT
AN OPTIMISATION
PROGRAMME

20. THE CRO TECH LANDSCAPE
2017
www.conversionoptimization.tools

23. OPTIMISATION IS NOTA
PROJECT.
IT SHOULD BE A BUSINESS AS
USUAL ACTIVITY

25. EXPLORING SUCCESSFUL
OPTIMISATION PROGRAMMES

30. HOW TO TRANSFORM
YOUR ORGANISATION
FOR HIGH VELOCITY
OPTIMISATION

32. PEOPLE

33. THIS IS YOUR MOST
IMPORTANTASSET.
HIRE THE RIGHT
PEOPLE

34. LEVEL 1
Part-time Conversion Optimiser
THE JACK OF ALLTRADES

36. Conversion Optimiser
UX Designer Front End Developer
LEVEL 2
ADEDICATED CRO RESOURCE WORKING WITH MULTIPLE DEPARTMENTS

37. Conversion Optimiser
UX Designer Front End Developer
LEVEL 3
Web Analyst QALead

38. Conversion Optimiser
UX Designer Front End Developer
LEVEL 4
Web Analyst QALead
Conversion OptimiserStatistician Content Specialist
Psychologist QALead

39. Optimisation Dedicated personnel
Maturity

40. PROCESS

44. IDEATE
ANALYTICS
USER RESEARCH
SURVEYS
HEATMAPS
HEURISTICANALYSIS
LIVE CHAT

45. HYPOTHESIS

47. BECAUSEWESAW(QUAL&QUANTDATA)
WEEXPECTTHAT(CHANGE)FOR(POPULATION)WILL
CAUSE(IMPACT(S))
WEEXPECTTOSEE(DATAMETRIC(S)CHANGE)
OVERAPERIODOF(X BUSINESS CYCLES)

50. WHATCANWELEARNFROMTHEEXPERIMENT

51. PRIORITY

57. PEOPLE PROCESS
PRIORITY

58. PEOPLE PROCESS
PEOPLE & PRIORITY BUT NO
PROCESS
= HAPHAZARD TESTING
!
PRIORITY

59. PEOPLE PROCESS
PROCESS & PRIORITY BUT NOTTHE RIGHT
PEOPLE =AMATEUR CROOPTIMISERS
!
PRIORITY

60. PEOPLE PROCESS
PRIORITY
PEOPLE&PROCESSBUTNOPRIORITY= BORED
OPTIMISERS
!

61. PEOPLE PROCESS
PRIORITY
ASUCCESSFUL OPTIMISATIONPROGRAMME
REQUIRES ALL THREE

62. KEY TAKEAWAYS

63. Tellme about your
optimization programme
GET INTOUCH WITH ME
email : manuel@effectiveexperiments.com
tweet me : @digital_tonic
Linkedin : www.linkedin.com/manueldacosta