Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis

© 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 Goward
Founder & CEO
@chrisgoward
Ryan Lillis
Strategic Optimization
Consultant
@optimizely

© 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

ryan.lillis@optimizely.com

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

•  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 & CEO
WiderFunnel
@chrisgoward
Meet Chris Goward

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

5 Areas to Test Right Now
But first, some context...

Persuasional Landing Pages
Informational Interior Pages
Transactional Conversion Pages

Test #1 – Your Landing Pages
The best value proposition test point.

Situation
Competitive search keywords “Human Growth Hormone”
Competitors focused on product purity
Shoppers worried about product eﬃcacy & FUD
The Goal
More e-commerce revenue

A B
Which Landing Page Won?

49%
Sales Lift
Controlled Test Result

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

Test #2 – Your Home Page
The most over-scrutinized, under-optimized page.

Rotating messages are
a Distraction

Test #3 – Your Category Pages
The most over-looked pages.

Situation
Industry-leading website
Stagnant conversion rate
We identiﬁed the category pages as a priority

A B
Which Category Page Won?

16.1%
Sales Lift

Test #4 – Your Product Detail Pages
The decision-point.

Background
Solid brand awareness
Disappointing conversion rate
Google told them to work with WiderFunnel

Knowing what to test: Using the LIFT Model™
(Note: For more, search “WiderFunnel Lift”)
TM
Relevance
Clarity
Anxiety
Distraction
Urgency

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.

WEAKNESS STRENGTH
Relevance: 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

Which Product Page Template Won?
A B

– Why?
16% Sales Lift!

Test #5 – Your PCTAs
The site-wide checkout entry-point

Over-emphasis on security
creates anxiety

Does this create
trust?

How do you prioritize?
It’s as easy as PIE

The PIE™ Prioritization Framework
1.  Potential
2.  Importance
3.  Ease

The PIE™ Prioritization Framework
1.  Potential
2.  Importance
3.  Ease
Web Analytics
Voice of Customer
Traﬃc Volume
Cost
Technical
“Political”

PIEPrioritization
Test # Test Type Potential Importance Ease Rating
1.1 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
5 Product 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

Ask the Right Questions.
Don’t Worry About the Right Answers.
5 more A/B tests to run today

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.

Test #1 – Thematic vs. Specific
What type of images perform better?

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

Test #1 –Themes
Image Theme Test
Hypothesis: Product images will outperform lifestyle images.
Variation 1: Models & Products Variation 2: Products Only

Value of Themes
Image themes allow you to stretch your insights and test
intelligently.

DON’T ASK
Will image A outperform image B?
DO ASK
How does this type of imagery compare to that type of
imagery?

Test #2 – No Design vs. Design
Is simple better?

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
Home > Shop iPad > iPad Accessories > Headphones
Variation 2: Stylized Breadcrumb

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

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.

DON’T ASK
Will style outperform simplicity?
DO ASK
How much does prominence affect performance?

Test #3 – No IT vs. IT
How much technical involvement is necessary?

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

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
Next
2 Shipping
3 Options
4 Payment

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.

DON’T ASK
How can I change the backend to support this test?
DO ASK
Can I test this concept without changing the backend?

Is conceptual validation perfect?
No. But...

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.

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.
TestingTimeline:CountdowntotheHolidays

Questions?
Tweet this webinar: @chrisgoward @optimizely #ecommerce

Upcoming E-Commerce Events
•  11 am August 14 – Where You’re Falling Short on Your E-
Commerce Site and How to Improve
–  Presented by Tim Ash of SiteTuners and Luke Diaz of
Optimizely
•  11 am August 29 – Optimizely for Online Retail: Essential
Features & E-Commerce Case Studies
–  Presented by Jodie Ellis and Junan Panag of Optimizely

Get a free 20-page whitepaper:
The 5-Step E-commerce
Conversion Optimization Strategy
Just email:
iwant@widerfunnel.com
Free Whitepaper

Thank you!

Top 5 Ecommerce Optimization Tests with Chris Goward & Ryan Lillis

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