the top 5 ecommerce tests you should run right now
Post on 17-Oct-2014
2.691 views
DESCRIPTION
In this webinar, WiderFunnel CEO and conversion rate optimization expert, Chris Goward, and Optimizely's testing specialist, Ryan Lillis talk about the tests you should be running on your e-commerce site today to maximize revenue NOW and when online shopping peaks – Christmas time.TRANSCRIPT
![Page 1: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/1.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
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
![Page 2: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/2.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
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
![Page 3: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/3.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
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
![Page 4: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/4.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
• 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
![Page 5: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/5.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
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
![Page 6: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/6.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
5 Areas to Test Right Now
But first, some context...
![Page 7: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/7.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages
![Page 8: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/8.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Test #1 – Your Landing Pages
The best value proposition test point.
![Page 9: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/9.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
SituationCompetitive search keywords “Human Growth Hormone”Competitors focused on product purityShoppers worried about product efficacy & FUD
The GoalMore e-commerce revenue
![Page 10: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/10.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
A B
Which Landing Page Won?
![Page 11: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/11.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
49%Sales Lift
Controlled Test Result
![Page 12: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/12.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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
![Page 13: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/13.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Test #2 – Your Home Page
The most over-scrutinized, under-optimized page.
![Page 14: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/14.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
![Page 15: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/15.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
![Page 16: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/16.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Rotating messages are a Distraction
![Page 17: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/17.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages
![Page 18: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/18.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Test #3 – Your Category Pages
The most over-looked pages.
![Page 19: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/19.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
SituationIndustry-leading websiteStagnant conversion rateWe identified the category pages as a priority
![Page 20: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/20.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
A B
Which Category Page Won?
![Page 21: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/21.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
16.1%
Sales Lift
Controlled Test Result
![Page 22: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/22.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Test #4 – Your Product Detail PagesThe decision-point.
![Page 23: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/23.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
BackgroundSolid brand awareness Disappointing conversion rateGoogle told them to work with WiderFunnel
![Page 24: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/24.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Knowing what to test: Using the LIFT Model™
(Note: For more, search “WiderFunnel Lift”)
TM
RelevanceClarity
AnxietyDistraction
Urgency
![Page 25: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/25.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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.
![Page 26: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/26.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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
![Page 27: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/27.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Which Product Page Template Won?
A B
![Page 28: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/28.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
– Why?
16% Sales Lift!
Controlled Test Result
![Page 29: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/29.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages
![Page 30: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/30.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Test #5 – Your PCTAs
The site-wide checkout entry-point
![Page 31: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/31.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
![Page 32: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/32.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Over-emphasis on security creates
anxiety
![Page 33: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/33.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Does this create trust?
![Page 34: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/34.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Want to shop here?
![Page 35: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/35.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Or here?
![Page 36: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/36.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
How do you prioritize?
It’s as easy as PIE
![Page 37: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/37.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
The PIE™ Prioritization Framework
1. Potential
2. Importance
3. Ease
![Page 38: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/38.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
The PIE™ Prioritization Framework
1. Potential
2. Importance
3. Ease
Web Analytics
Voice of Customer
Traffic Volume
Cost
Technical
“Political”
![Page 39: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/39.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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
![Page 40: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/40.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Ask the Right Questions. Don’t Worry About the Right
Answers.5 more A/B tests to run today
![Page 41: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/41.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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.
![Page 42: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/42.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Test #1 – Thematic vs. Specific
What type of images perform better?
![Page 43: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/43.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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
![Page 44: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/44.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Test #1 –Themes
Image Theme Test
Hypothesis: Product images will outperform lifestyle images.
Variation 1: Models & Products
Variation 2: Products Only
![Page 45: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/45.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
Value of Themes
Image themes allow you to stretch your insights and test intelligently.
![Page 46: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/46.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
DON’T ASKWill image A outperform image B?
DO ASKHow does this type of imagery compare to
that type of imagery?
![Page 47: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/47.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Test #2 – No Design vs. Design
Is simple better?
![Page 48: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/48.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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
![Page 49: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/49.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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
![Page 50: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/50.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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.
![Page 51: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/51.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
DON’T ASKWill style outperform simplicity?
DO ASKHow much does prominence affect
performance?
![Page 52: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/52.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Test #3 – No IT vs. IT
How much technical involvement is necessary?
![Page 53: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/53.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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
![Page 54: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/54.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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
![Page 55: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/55.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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.
![Page 56: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/56.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
DON’T ASKHow can I change the backend to
support this test?
DO ASKCan I test this concept without changing the
backend?
![Page 57: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/57.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Is conceptual validation perfect?
No. But...
![Page 58: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/58.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce
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.
![Page 59: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/59.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
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
![Page 60: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/60.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Questions?
Tweet this webinar: @chrisgoward @optimizely #ecommerce
![Page 61: The Top 5 Ecommerce Tests You Should Run Right Now](https://reader038.vdocuments.net/reader038/viewer/2022103013/54414f79b1af9ff74b8b46cb/html5/thumbnails/61.jpg)
© 2007-2013 WiderFunnel Marketing Inc. | www.widerfunnel.com
Tweet this: @chrisgoward @optimizely #ecommerce© 2007-2013 WiderFunnel Marketing Inc.
Thank you!