eCommerce Optimization

A Holistic Approach to More Conversions

Matt Althauser

General Manager, Optimizely EMEA

@malthauser

1. Define the Right Goals

2. Find Test Areas

3. Define Segments

4. Test!

1. Define the Right Goals

Conversions Revenue CTR

Set Business Goals

Revenue

Revenue Per Visitor

Conversion Rate

Average Order Value

Visitors

Revenue

Revenue Per Visitor

Conversion Rate

Length of Funnel

Completion Rate

Average Order Value

Quantity Price

Visitors

Acquisition Retention

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color / iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right USP’s

Refine the messaging

Communicate visually

Design Intuitive

Navigation

Use a clear, consistent

layout

Improve Search

Algorithm

Use iconography

Market Products

Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Tactic

Strategy

Goal

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color / iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right USP’s

Refine the messaging

Communicate visually

Design Intuitive

Navigation

Use a clear, consistent

layout

Improve Search

Algorithm

Use iconography

Market Products

Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Tactic

Strategy

Goal

+0.2% Conversions

+606% Engagement

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color / iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right USP’s

Refine the messaging

Communicate visually

Design Intuitive

Navigation

Use a clear, consistent

layout

Improve Search

Algorithm

Use iconography

Market Products

Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Tactic

Strategy

Goal

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color / iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right USP’s

Refine the messaging

Communicate visually

Design Intuitive

Navigation

Use a clear, consistent

layout

Improve Search

Algorithm

Use iconography

Market Products

Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Tactic

Strategy

Goal

-10% AOV

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color / iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right USP’s

Refine the messaging

Communicate visually

Design Intuitive

Navigation

Use a clear, consistent

layout

Improve Search

Algorithm

Use iconography

Market Products

Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Tactic

Strategy

Goal

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color / iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right USP’s

Refine the messaging

Communicate visually

Design Intuitive

Navigation

Use a clear, consistent

layout

Improve Search

Algorithm

Use iconography

Market Products

Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Tactic

Strategy

Goal

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color / iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right USP’s

Refine the messaging

Communicate visually

Design Intuitive

Navigation

Use a clear, consistent

layout

Improve Search

Algorithm

Use iconography

Market Products

Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Tactic

Strategy

Goal

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color / iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right USP’s

Refine the messaging

Communicate visually

Design Intuitive

Navigation

Use a clear, consistent

layout

Improve Search

Algorithm

Use iconography

Market Products

Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Tactic

Strategy

Goal

+8%

Sign-Ups

+15%

Conversions

+10% AOV

Completion Rate

Emphasize the Primary Call to

Action

Wording / messaging

Location / size

Design / color / iconography

Minimize Distractions

Establish a visual

hierarchy

Remove non-critical content

Limit number of choices

Communicate Unique Selling

Points

Select/target the right USP’s

Refine the messaging

Communicate visually

Design Intuitive

Navigation

Use a clear, consistent

layout

Improve Search

Algorithm

Use iconography

Market Products

Effectively

Test ideal product visuals

Use the right review

systems

Find ideal description

text / length

Build a Sense of Urgency

Show quantity left

Push temporary

offers

Promote buying before

set times

Tactic

Strategy

Goal

1. Define the Right Goals

2. Find Test Areas

+15%

More Completions

Funnel Visualization

In-Page Analytics

Heat Maps

Source Actions

Analytics (Omniture, Google Analytics, etc.)

Compare KPIs, like conversion, RPV and exit rates

across top trafficked pages and sections of the buy

and sell flow.

Product roadmap Align testing to the product roadmap to validate

direction and design for new features and functionality.

Qualitative research (UserTesting.com)

Use qualitative research including heat maps and

online user testing.

Customer feedback (NPS, Foresee, Brand Awareness

Tracker, CS Contacts)

Identify customer pain points throughout the business

and develop tests to improve the experience through

messaging, functionality or design.

Competitive reviews (Seatwave, Viagogo, GetMeIn!)

Compare your site to your competitors as well as the

sites you use and admire to gain test ideas.

Additional Places to Look

2. Find Test Areas

3. Define Segments

2%

Return Visitors 8%

0.0% 0.0% 0.0%

2.3% 27.8% 16.3%

-27.8 N/A N/A

15.2% -24.6% 11.9%

8.5% 2.9% 18.4%

Never Donated

Signed-Up No Donation

Previously Donated

0.0% 0.0% 0.0%

2.3% 27.8% 16.3%

-27.8 N/A N/A

15.2% -24.6% 11.9%

8.5% 2.9% 18.4%

Never Donated

Signed-Up No Donation

Previously Donated

0.0% 0.0% 0.0%

2.3% 27.8% 16.3%

-27.8 N/A N/A

15.2% -24.6% 11.9%

8.5% 2.9% 18.4%

Never Donated

Signed-Up No Donation

Previously Donated

Cookies!

2%

Return Visitors 8%

PPC Visitors 1%

+20% Conversions

2%

Return Visitors 8%

Mobile Visitors 0.5%

PPC Visitors 1%

+28% RPV

2%

Return Visitors 8%

Mobile Visitors 0.5%

PPC Visitors 1%

Male Shoppers 0.1%

MEN

3. Define Segments

1. Define the Right Goals

2. Find Test Areas

3. Define Segments

4. Test!

Q&A