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Jessy Jex Associate Director, SWREG Shopping Cart Optimization: The Impact of Testing Why Test? Increase Sales Improve customer experience Quickly determine what does and doesn’t work Challenge industry “unknown” best practices Consumer Behaviors are always changing

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Jessy Jex

Associate Director, SWREG

Shopping Cart Optimization:

The Impact of Testing


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Why Test?

  • Increase Sales

  • Improve customer experience

  • Quickly determine what does and doesn’t work

  • Challenge industry “unknown” best practices

  • Consumer Behaviors are always changing










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Example #9 – Single vs Multi-Step

X

X



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Impact of Testing

33% Lift or

5.5% Increase!!


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Next Step – Site Level Testing

  • Shopping Cart is smaller percentage of your traffic

    • Unclear buttons or links leading to cart

    • Looking for price information

  • Example: Testing

    • US, English Speaking

    • Chinese, Non-English Speaking


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Testing for your Business

  • Testing Methodology:

    • A/B Split Test – low traffic (<1,000 views per week), one test at a time, statistical knowledge

    • Multivariate – high traffic, multiple changes simultaneously, system driven variations and analysis

    • A/B/A Testing – diverse traffic, compares two A groups to determine bias introduced

  • Solutions for Assistance:

    • Google Website Optimizer, Amadesa.com, Omniture Test & Target

Customer Patterns are always changing

Not something you can do once and walk away from


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Tests to Run Prior to Shopping Cart

  • Home page Banners

  • Search Engine Landing Pages

  • Box Shots of product and page placement

  • Buy Now Buttons and page placement

  • Buy Now button text

  • Product and 30 day money-back guarantee

  • Consumer Testimonials

  • Product Reviews and Feature Information

  • Buy Now vs. Trial Download

  • Promotions and Marketing Content


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Shopping Cart Optimization: The Impact of Testing

Questions??

Please feel free to stop by with questions or

email me at [email protected]


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