The Top 5 Ecommerce Tests You Should Run Right Now

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Tweet this: @chrisgoward @optimizely #ecommerce

The Top 5 Ecommerce Tests You Should Run Right Now To Get Ready for a Huge Christmas 2013!

Chris GowardFounder & CEO@chrisgoward

Ryan LillisStrategic Optimization Consultant@optimizely

Meet Ryan• Strategic Optimization

Consultant at Optimizely

• Previously at Test & Target

• He has advised all types of business from Fortune 100 to small start ups

ryan.lillis@optimizely.com

We make sophisticated website optimization easy.• Over 5,500 customers in all verticals

• Dedicated technical support and strategic consulting

E-commerce resources this month: www.optimizely.com/ecommerce-ab-testing

• Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen

• Conversion rate lift of 10% to 750% for every multi-test client

• In demand as a speaker globally

• New book by Wiley: “You Should Test That!”

Get a free chapter at: YouShouldTestThat.com

Chris Goward Founder & CEOWiderFunnel@chrisgoward

Meet Chris Goward

We partner with our clients to dramatically lift their profit with marketing optimization• Strategy, design, copywriting & testing

• Every client has seen 10% to 700%+ lift

More free tips at www.WiderFunnel.com/Blog

5 Areas to Test Right Now

But first, some context...

Persuasional Landing Pages

Informational Interior Pages

Transactional Conversion Pages

Test #1 – Your Landing Pages

The best value proposition test point.

SituationCompetitive search keywords “Human Growth Hormone”Competitors focused on product purityShoppers worried about product efficacy & FUD

The GoalMore e-commerce revenue

Which Landing Page Won?

49%Sales Lift

Controlled Test Result

Prospect’s Desires

Your Features

Competitor’s Features

Your Points of Parity (POPs)

Your Points of Difference (PODs)

Your Point of Irrelevance (POIs)

The POPs, PODs and POIs Value Proposition Framework

Test #2 – Your Home Page

The most over-scrutinized, under-optimized page.

Rotating messages are a Distraction

Test #3 – Your Category Pages

The most over-looked pages.

SituationIndustry-leading websiteStagnant conversion rateWe identified the category pages as a priority

Which Category Page Won?

Sales Lift

Test #4 – Your Product Detail PagesThe decision-point.

BackgroundSolid brand awareness Disappointing conversion rateGoogle told them to work with WiderFunnel

Knowing what to test: Using the LIFT Model™

(Note: For more, search “WiderFunnel Lift”)

RelevanceClarity

AnxietyDistraction

Urgency

Clarity: Blue text is confused with links

Value Proposition: “Free Shipping” may be more compelling?

Distraction: Show All Categories opens a new page

Relevance: Scrolling products take most prominent position

Clarity: Design does not imply sale price

Distraction: Reviews are more prominent than features.

Clarity: Features included in Description tab at bottom.

Clarity: Shipping tab does not include shipping price.

Distraction: Shipping link opens new page in new tab.

Distraction: Cross-selling more prominent than features.

WEAKNESS STRENGTHRelevance: Scrolling products take most prominent position

Distraction: Reviews are more prominent than features.

Clarity: Design does not imply sale price

Hypothesis: Moving product reco box below the fold

Hypothesis: Redesigning CTAs to emphasize sale price

Hypothesis: Increasing prominence of product features

Develop Test Hypotheses

Which Product Page Template Won?

– Why?

16% Sales Lift!

Test #5 – Your PCTAs

The site-wide checkout entry-point

Over-emphasis on security creates

anxiety

Does this create trust?

Want to shop here?

Or here?

How do you prioritize?

It’s as easy as PIE

The PIE™ Prioritization Framework

1. Potential

2. Importance

3. Ease

The PIE™ Prioritization Framework

1. Potential

2. Importance

3. Ease

Web Analytics

Voice of Customer

Traffic Volume

Technical

“Political”

PIE Prioritization

Test # Test Type PotentialImportan

ce Ease Rating1.1 Landing Page Template 10 10 10 10

2.1 Home A/B Cluster 10 10 9 9.3

2.2 Home Isolation 1 8 10 9 9.0

3.1 Category Template A/B Cluster 10 9 7 8.7

3.2 Category Isolation 1 8 9 8 8.3

3.3 Category Isolation 2 8 9 8 8.3

4.1 PCTA Isolation 1 6 10 8 8.0

5Product Detail Template A/B Cluster

10 10 4 8.0

6.1-3 Shopping Cart Isolation 1-3 8 9 6 7.7

7.1 Product Detail Isolation 8 10 5 7.7

8 Site-wide elements 6 7 9 7.3

8.1 Shopping Cart A/B Cluster 9 9 3 7.0

9 Blog Template PCTA 8 2 7 5.7

Ask the Right Questions. Don’t Worry About the Right

Answers.5 more A/B tests to run today

The Right Questions

• DON’T ASK: “What are the variations we are testing?”

• ASK: “What question are we trying to answer?”

• Conceptual Validation – define the broad question trying to be answered, and determine the simplest and easiest way to validate that concept.

Test #1 – Thematic vs. Specific

What type of images perform better?

Test #1 – Specific

Hypothesis: The second image will outperform the first.

Variation 1: Image One

buy one, get one 50% off kids’ shoes, plus deals on clothing and more

Girls’ shoes | boys’ shoes | clothing | uniforms | backpacks

Variation 2: Image Two

Test #1 –Themes

Image Theme Test

Hypothesis: Product images will outperform lifestyle images.

Variation 1: Models & Products

Variation 2: Products Only

Value of Themes

Image themes allow you to stretch your insights and test intelligently.

DON’T ASKWill image A outperform image B?

DO ASKHow does this type of imagery compare to

that type of imagery?

Test #2 – No Design vs. Design

Is simple better?

Test # 2– Designer Test

Hypothesis

The second breadcrumb with graphical images will allow users to easily navigate the site, resulting in a conversion rate increase.

Variation 1: Simple Breadcrumb

Variation 2: Stylized Breadcrumb

Test # 2– No Designer Test

Hypothesis

The prominent breadcrumb will be more easily noticed and allow users to more easily navigate the site, resulting in a conversion rate increase.

Variation 1: Simple Breadcrumb

Variation 2: Prominent Breadcrumb

Value of No Design Test

No Design Tests…• Utilize fewer resources • Take minutes to set up

Depending on the results, design resources can be most effectively utilized in a follow-up test.

DON’T ASKWill style outperform simplicity?

DO ASKHow much does prominence affect

performance?

Test #3 – No IT vs. IT

How much technical involvement is necessary?

Test # 3 – No IT vs. IT

Hypothesis: A multi-page checkout with fewer fields per page will drive a higher conversion rate.

Variation 1: Single, Long-page Checkout

Variation 2: Multi-page, Checkout

Test # 3 – No IT vs. IT

Hypothesis: Users are overwhelmed and a checkout funnel that exposes fewer fields initially will drive a higher conversion rate.

Variation 1: Single, Long-page Checkout

Variation 2: Collapsed sections, on Single page

Value of No IT Test

No IT Tests…• Can be set up in minutes or days vs. months or years, yes, years.

Remember: You don’t always have to modify your backend content systems to “fake it” for the purposes of a test.

DON’T ASKHow can I change the backend to

support this test?

DO ASKCan I test this concept without changing the

backend?

Is conceptual validation perfect?

No. But...

Value of Conceptual Validation

Conceptual validation allows you to..• Prioritize your team’s resources• Test quickly • Run intelligent tests

Over the long run, this approach is sure to generate a better website tomorrow than you have today.

August – September

• 2 months of simple, conceptual testing.

• Test setup should be quick, overlapping.

• Most tests should run for only two weeks.

September – October

• 1 -2 months of detailed development/design work.

• Prep for launching more complex tests of previously validated concepts.

October – November

• Final testing push to the holidays.

• Test to confirm what you discovered– potentially prior to a code freeze.

Testing Timeline: Countdown to the Holidays

Questions?

Tweet this webinar: @chrisgoward @optimizely #ecommerce

Thank you!

The Top 5 Ecommerce Tests You Should Run Right Now

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