Jared Blank - Vice Presidente de E-Commerce da Tommy Hilfiger fala sobre "Creating a Culture of Site Testing: 25 Ways to Optimize and Personalize Your Ecommerce Site" no Fórum E-Commerce Brasil 2014.
3. Determine What You’re Measuring
• Revenue Per Visitor?
• Conversion?
• Average Order Size?
• Bounce Rate?
If you don’t know the goal, you can’t create a test…
4. Create a Culture of Testing
• Talk to design first – you’re going to need a lot more
assets from them
• Tell your designers: this is not about whether you are
“good” or “bad”
• Get people excited about testing – do contests about
which combination will win
• Use a shared doc (Google Docs) so team knows
what’s being tested
• When to move winning test into development?
6. 6 Factors for Conversion
• Value Proposition – Why should a customer make a purchase?
• Urgency – Why should a customer purchase NOW?
• Relevance – Is the in-bound visitor seeing a page they would
expect?
• Clarity – Is the value proposition obvious? Is it obvious what the
visitor should do?
• Anxiety – What could stop a visitor from converting?
• Distraction – Are there page elements that are getting in the way of
making a purchase?
Visit Widerfunnel.com for more information
8. 2-Day Shipping Promotion in Header
Presenting a 2 Day Delivery Message to customers in areas of the country that qualified
has shown to:
• Increase site conversion rate (from 11-15%)
• Increase site AOV (from 9-21%)
• Reduce cart abandonment about 2%
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9. Company Store Tabbed Banner Test
Versus
A tabbed experience to separate out the Main Site and Company store has shown to:
• Increase site conversion rate (5.85%)
• Decrease in cart abandonment (2.04%)
• Increase in Average Time on site (3.20%)
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10. Free Shipping Today Only
Presenting Free Shipping Today Only Message in the Header Promo area, had the
following impact vs. showing no free shipping message in this area at all:
• Increase site conversion rate 7.39%
• Increase in add to cart- 3.34%
• Increase in number of page views 3.33%
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34. Other Areas to Test
• Change unnecessary buttons to hyperlinks
• Increase font of product name and price
• Increase size of buttons
• Change button colors
• Test button colors contrasting with other colors on
site
• Use yellow highlight on mandatory field names
(instead of *)
• Test on mobile (removing banners; suppressing
buttons; enlarging search box)