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eCommerce Optimization
A Holistic Approach to More Conversions
Matt Althauser
General Manager, Optimizely EMEA
@malthauser
1. Define the Right Goals
2. Find Test Areas
3. Define Segments
4. Test!
1. Define the Right Goals
Conversions Revenue CTR
Set Business Goals
Revenue
Revenue Per Visitor
Conversion Rate
Average Order Value
Visitors
Revenue
Revenue Per Visitor
Conversion Rate
Length of Funnel
Completion Rate
Average Order Value
Quantity Price
Visitors
Acquisition Retention
Completion Rate
Emphasize the Primary Call to
Action
Wording / messaging
Location / size
Design / color / iconography
Minimize Distractions
Establish a visual
hierarchy
Remove non-critical content
Limit number of choices
Communicate Unique Selling
Points
Select/target the right USP’s
Refine the messaging
Communicate visually
Design Intuitive
Navigation
Use a clear, consistent
layout
Improve Search
Algorithm
Use iconography
Market Products
Effectively
Test ideal product visuals
Use the right review
systems
Find ideal description
text / length
Build a Sense of Urgency
Show quantity left
Push temporary
offers
Promote buying before
set times
Tactic
Strategy
Goal
Completion Rate
Emphasize the Primary Call to
Action
Wording / messaging
Location / size
Design / color / iconography
Minimize Distractions
Establish a visual
hierarchy
Remove non-critical content
Limit number of choices
Communicate Unique Selling
Points
Select/target the right USP’s
Refine the messaging
Communicate visually
Design Intuitive
Navigation
Use a clear, consistent
layout
Improve Search
Algorithm
Use iconography
Market Products
Effectively
Test ideal product visuals
Use the right review
systems
Find ideal description
text / length
Build a Sense of Urgency
Show quantity left
Push temporary
offers
Promote buying before
set times
Tactic
Strategy
Goal
+0.2% Conversions
+606% Engagement
Completion Rate
Emphasize the Primary Call to
Action
Wording / messaging
Location / size
Design / color / iconography
Minimize Distractions
Establish a visual
hierarchy
Remove non-critical content
Limit number of choices
Communicate Unique Selling
Points
Select/target the right USP’s
Refine the messaging
Communicate visually
Design Intuitive
Navigation
Use a clear, consistent
layout
Improve Search
Algorithm
Use iconography
Market Products
Effectively
Test ideal product visuals
Use the right review
systems
Find ideal description
text / length
Build a Sense of Urgency
Show quantity left
Push temporary
offers
Promote buying before
set times
Tactic
Strategy
Goal
Completion Rate
Emphasize the Primary Call to
Action
Wording / messaging
Location / size
Design / color / iconography
Minimize Distractions
Establish a visual
hierarchy
Remove non-critical content
Limit number of choices
Communicate Unique Selling
Points
Select/target the right USP’s
Refine the messaging
Communicate visually
Design Intuitive
Navigation
Use a clear, consistent
layout
Improve Search
Algorithm
Use iconography
Market Products
Effectively
Test ideal product visuals
Use the right review
systems
Find ideal description
text / length
Build a Sense of Urgency
Show quantity left
Push temporary
offers
Promote buying before
set times
Tactic
Strategy
Goal
-10% AOV
Completion Rate
Emphasize the Primary Call to
Action
Wording / messaging
Location / size
Design / color / iconography
Minimize Distractions
Establish a visual
hierarchy
Remove non-critical content
Limit number of choices
Communicate Unique Selling
Points
Select/target the right USP’s
Refine the messaging
Communicate visually
Design Intuitive
Navigation
Use a clear, consistent
layout
Improve Search
Algorithm
Use iconography
Market Products
Effectively
Test ideal product visuals
Use the right review
systems
Find ideal description
text / length
Build a Sense of Urgency
Show quantity left
Push temporary
offers
Promote buying before
set times
Tactic
Strategy
Goal
Completion Rate
Emphasize the Primary Call to
Action
Wording / messaging
Location / size
Design / color / iconography
Minimize Distractions
Establish a visual
hierarchy
Remove non-critical content
Limit number of choices
Communicate Unique Selling
Points
Select/target the right USP’s
Refine the messaging
Communicate visually
Design Intuitive
Navigation
Use a clear, consistent
layout
Improve Search
Algorithm
Use iconography
Market Products
Effectively
Test ideal product visuals
Use the right review
systems
Find ideal description
text / length
Build a Sense of Urgency
Show quantity left
Push temporary
offers
Promote buying before
set times
Tactic
Strategy
Goal
Completion Rate
Emphasize the Primary Call to
Action
Wording / messaging
Location / size
Design / color / iconography
Minimize Distractions
Establish a visual
hierarchy
Remove non-critical content
Limit number of choices
Communicate Unique Selling
Points
Select/target the right USP’s
Refine the messaging
Communicate visually
Design Intuitive
Navigation
Use a clear, consistent
layout
Improve Search
Algorithm
Use iconography
Market Products
Effectively
Test ideal product visuals
Use the right review
systems
Find ideal description
text / length
Build a Sense of Urgency
Show quantity left
Push temporary
offers
Promote buying before
set times
Tactic
Strategy
Goal
Completion Rate
Emphasize the Primary Call to
Action
Wording / messaging
Location / size
Design / color / iconography
Minimize Distractions
Establish a visual
hierarchy
Remove non-critical content
Limit number of choices
Communicate Unique Selling
Points
Select/target the right USP’s
Refine the messaging
Communicate visually
Design Intuitive
Navigation
Use a clear, consistent
layout
Improve Search
Algorithm
Use iconography
Market Products
Effectively
Test ideal product visuals
Use the right review
systems
Find ideal description
text / length
Build a Sense of Urgency
Show quantity left
Push temporary
offers
Promote buying before
set times
Tactic
Strategy
Goal
+8%
Sign-Ups
+15%
Conversions
+10% AOV
Completion Rate
Emphasize the Primary Call to
Action
Wording / messaging
Location / size
Design / color / iconography
Minimize Distractions
Establish a visual
hierarchy
Remove non-critical content
Limit number of choices
Communicate Unique Selling
Points
Select/target the right USP’s
Refine the messaging
Communicate visually
Design Intuitive
Navigation
Use a clear, consistent
layout
Improve Search
Algorithm
Use iconography
Market Products
Effectively
Test ideal product visuals
Use the right review
systems
Find ideal description
text / length
Build a Sense of Urgency
Show quantity left
Push temporary
offers
Promote buying before
set times
Tactic
Strategy
Goal
1. Define the Right Goals
2. Find Test Areas
+15%
More Completions
Funnel Visualization
In-Page Analytics
Heat Maps
Source Actions
Analytics (Omniture, Google Analytics, etc.)
Compare KPIs, like conversion, RPV and exit rates
across top trafficked pages and sections of the buy
and sell flow.
Product roadmap Align testing to the product roadmap to validate
direction and design for new features and functionality.
Qualitative research (UserTesting.com)
Use qualitative research including heat maps and
online user testing.
Customer feedback (NPS, Foresee, Brand Awareness
Tracker, CS Contacts)
Identify customer pain points throughout the business
and develop tests to improve the experience through
messaging, functionality or design.
Competitive reviews (Seatwave, Viagogo, GetMeIn!)
Compare your site to your competitors as well as the
sites you use and admire to gain test ideas.
Additional Places to Look
2. Find Test Areas
3. Define Segments
2%
Return Visitors 8%
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
Never Donated
Signed-Up No Donation
Previously Donated
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
Never Donated
Signed-Up No Donation
Previously Donated
0.0% 0.0% 0.0%
2.3% 27.8% 16.3%
-27.8 N/A N/A
15.2% -24.6% 11.9%
8.5% 2.9% 18.4%
Never Donated
Signed-Up No Donation
Previously Donated
Cookies!
2%
Return Visitors 8%
PPC Visitors 1%
+20% Conversions
2%
Return Visitors 8%
Mobile Visitors 0.5%
PPC Visitors 1%
+28% RPV
2%
Return Visitors 8%
Mobile Visitors 0.5%
PPC Visitors 1%
Male Shoppers 0.1%
MEN
3. Define Segments
1. Define the Right Goals
2. Find Test Areas
3. Define Segments
4. Test!
Q&A
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