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Shopping Cart Optimization: The Impact of Testing

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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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Presentation Transcript
slide1
Jessy Jex

Associate Director, SWREG

Shopping Cart Optimization:

The Impact of Testing

slide2
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
slide13
Impact of Testing

33% Lift or

5.5% Increase!!

next step site level testing
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
slide15
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

slide16
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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