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Shopping Cart Optimization: The Impact of Testing

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  1. Jessy Jex Associate Director, SWREG Shopping Cart Optimization: The Impact of Testing

  2. 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

  3. Example #1 – Security Messaging X X X

  4. Example #2 – Quantity Field X X

  5. Example #3 –Multi-Step vsAccordian X

  6. Example #4 – Form Labels X X X

  7. Example #5 – Button Verbiage X X X

  8. Example #6 – Go Green X X X

  9. Example #7 – Remove Button X X

  10. Example #8 – Cart Columns X X X X

  11. Example #9 – Single vs Multi-Step X X

  12. Example #10 – Payment Method Display X

  13. Impact of Testing 33% Lift or 5.5% Increase!!

  14. 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

  15. 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

  16. 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

  17. Shopping Cart Optimization: The Impact of Testing Questions?? Please feel free to stop by with questions or email me at jjex@swreg.org