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eCommerce Insights Generation For a Super Holiday SeasonPresented by Johann Van Tonder, AWA & Sushant Sharma ,VWOTHURSDAY 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

MotivationsAnxieties

Uncertainties

NeedsTrigger

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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%

VariationExpress 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 EnginesProduct descriptionsReviewsMessagingDeliveryStock statusValue propositionGuarantees 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%

OriginalThe 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 customerFUD’s – Fears, Uncertainties, DesiresCounter sales objections methodically

Put a plan in place to acquire reviews and testimonials – especially ones that speak to key objectionsRun exclusion tests in “Quick Learnings” mode to determine the value of page elementsRemove potential distractions e.g. social sharingTest CTA button text and styleLearn from negative split tests, iterate

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Got Questions? Talk to Us!

Sushant Sharmasushant.sharma@wingify.com

@Sushant6759

Johann van Tonder

johann.vantonder@awa-digital.com

@amaclickclick

Thank You!