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VWO + Trininty Insight + Skis.com | Checkout Optimization Webinar

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Slides from our webinar which will spotlight the framework for an effective eCommerce optimization methodology. This data-driven process from start to finish will be presented and we will highlight a customer success story with Skis.com

Key Takeaways:

1- How to leverage data to isolate "friction" areas within your user experience
2- How to understand the revenue impact of your testing and segmentation efforts
3- Key practices to improve your templates within fundamental transactional pages
4- A roadmap so you can start and execute this process within your business

Published in: Marketing
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VWO + Trininty Insight + Skis.com | Checkout Optimization Webinar

  1. 1. + + Checkout Optimization Best Practices Improvement cultivated from a data-driven process
  2. 2. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Agenda ● Introductions ● Trinity Insight’s Optimization Methodology & Testing Process ● VWO Technology & Deployment ● Testing Results from Skis.com Checkout ● Recap of Learnings ● Q & A
  3. 3. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Introductions Skis.com - Leading online provider of adventure winter sports products and apparel Scott Touchette Director of Technology Trinity Insight - Optimization agency that specializes in driving traffic & increasing conversion for brands Jeremy Weis Director of UX Programs
  4. 4. Checkout Optimization Best Practices Improvement cultivated from a data-driven process We believe in continuous experimentation that presents the right experience, to the right user, at the right time. This enables us to strategically and intelligently evolve the overall user experience of every website we partner with. Optimization Methodology ANALYZE ENGINEER IMPROVE
  5. 5. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Testing Process
  6. 6. Checkout Optimization Best Practices Improvement cultivated from a data-driven process VWO Technology and Deployment ● Add a JavaScript snippet, one time, to any page you want to test. ● Create campaigns with a Point-and-Click editor or add your custom HTML/JavaScript. ● VWO offers A/B Testing, Split URL Testing, Multivariate Testing and more. VISITORS VWO YOUR WEBSITEWEB PAGE LOADING...
  7. 7. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Optimizing the skis.com Checkout Funnel Trinity Insight conducted 4 experiments within the skis.com checkout funnel. The areas that were experimented on include: ➔ Checkout Navigation A/B Test ➔ Checkout Trust A/B Test ➔ Checkout Forms Multivariate Test ➔ Checkout Shipping/Coupon Multivariate Test
  8. 8. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Checkout Navigation A/B Test Hypothesis: By removing both primary and secondary navigation, as well as search functionality, users will more readily focus on completing checkout. Increased visibility of customer service and trust messaging will help improve customer confidence, leading to an increase in checkout completion rate. Variation conversion difference: +7.90% Confidence Level: 98.74%
  9. 9. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Checkout Trust A/B Test Hypothesis: By introducing highly visible trust and customer assurance images in close proximity to the checkout button, we are looking for an increase in conversion rate for this segment. Variation conversion difference: +2.37% Confidence Level: 95.03%
  10. 10. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Checkout Forms Multivariate Test Hypothesis: By adding zip code lookup, credit card type auto-detect and displaying credit card and paypal payment options at the same time, there will be an increase in checkout completions. Combination 6 (Zip Code Lookup) conversion difference: +4.85% Confidence Level: 97.63%
  11. 11. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Checkout Shipping/Coupon Multivariate Test Hypothesis: By simplifying the visual appearance and options within the checkout page, minimizing customer distraction, there will be an increase in checkout completions. Combination 4 conversion difference: -2.43% Confidence Level: 83.28%
  12. 12. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Recap of Learnings ● 4 different “best practice” changes were tested ● 3 of the 4 experiments produced statistically significant positive results ● Alterations that are often deemed a “best practice” won’t always correlate with every user across every website. ● Experimentation allows us validate our thoughts and ideas with data before deploying the changes to all visitors.
  13. 13. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Q & A time!
  14. 14. Checkout Optimization Best Practices Improvement cultivated from a data-driven process Thank you! For more information on how Trinity Insight can help you, please email us at info@trinityinsight.com or visit our website at trinityinsight.com.

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