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There is no shortage of testing best practices out there, but what about worst practices? In testing, knowing what not to do can save you time, resources and money.
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Copyright © 2012, SiteTuners - All Rights Reserved.
Optimizing E-commerce Sites:What Not to Do and Why
WEBINAR
August 14, 2013
Ecommerce: The Good, the Bad, and the Ugly
Luke R. DiazCustomer Account ExecutiveCustomer Success
Copyright © 2013, Optimizely, Inc. – All Rights Reserved.
Ecommerce: The Good, the Bad, and the Ugly
“UGLY & BAD” DESIGN
1. Burning hours on the “perfect” design2. Moving something familiar3. Homepage guesswork
“UGLY & BAD” TESTING
4. Obsessing over your homepage hero (and not tracking Purchase Conversion)
5. Not all stages of the funnel are measured6. Purchase CTA removed
“UGLY & BAD” DESIGN
1. Burning hours on the “perfect” design
2. Moving something familiar
BEFORE
AFTER
Result: -92.3% drop in clicks!
3. Homepage guesswork
Problems: - I am not a girl - I don’t live in Sacramento (or nearby) - I don’t wear pink silicon watches
“UGLY & BAD” TESTING
1. Obsessing over your homepage hero
(and not tracking Purchase Conversion downstream)
1. Obsessing over your homepage hero
Time spent on hero:
2 weeks 50+ man hours
Time spent tracking conversion:
None
2. Not tracking all stages in the funnel
Homepage CTR
Search Product page Add to cart Share tools☐ Conversion !
Added a share tools widget
3. Purchase CTA removed
3rd party hosted image Disappeared!
Ecommerce: The Good, the Bad, and the Ugly
“UGLY & BAD” DESIGN
1. Burning hours on the “perfect” design2. Moving something familiar3. Homepage guesswork
“UGLY & BAD” TESTING
4. Obsessing over your homepage hero (and not tracking Purchase Conversion)
5. Not all stages of the funnel are measured6. Purchase CTA removed
Copyright © 2012, SiteTuners - All Rights Reserved.
• Landing page reviews & best-practices website redesigns
• Landing page test plans
• Strategic mentoring and training
• More than 1200 clients since 2002
About SiteTuners
Ecommerce Best Practices
Copyright © 2012, SiteTuners - All Rights Reserved.
1. Beating The Big Drum
2. Using Technological Gimmicks
3. Unclear Call-to-action
4. Lack of Trust
5. Too Many Choices
6. Visual Distractions
7. Having Multiple Personalities
“Ugly & Bad” Things To Avoid
Beating The Big Drum
1
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Men
TITLE PAGE I.D.
Home Page 1
DATE VERSION
4/09/10 V.1
Copyright 2010, Ed HardyFooter Menu (TBD)
No. ELEMENT TYPE DESCRIPTION
1
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3
4
5
6
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NOTE
Home | Men | Women | Kids | New Arrivals | VIP Club
Image
LOGOEdHardyShop.com
New Arrivals
The Official Store
Home
1-800-ED-HARDY
Policies | Track Order | Store Locator | Cart
Women
Kids
SEARCH
New Arrivals
VIP Club
FREE NEWSLETTERExclusive Offers
Sign Up
Image
Men
About
The Official Ed Hardy Store
Image Image Image
Image
Women
Image
Kids
you are here: home
Using Technological Gimmicks
2
Copyright © 2012, SiteTuners - All Rights Reserved.
3Unclear Call-to-
action
Copyright © 2012, SiteTuners - All Rights Reserved.
Before
Copyright © 2012, SiteTuners - All Rights Reserved.
After
Copyright © 2012, SiteTuners - All Rights Reserved.
Before
Copyright © 2012, SiteTuners - All Rights Reserved.
After
Lack of Trust
4
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
5Too Many Choices
146 clickable links!
Visual Distractions
6
Having Multiple Personalities
7
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
Copyright © 2012, SiteTuners - All Rights Reserved.
1. Beating The Big Drum
2. Using Technological Gimmicks
3. Unclear Call-to-action
4. Lack of Trust
5. Too Many Choices
6. Visual Distractions
7. Having Multiple Personalities
Summary
Copyright © 2012, SiteTuners - All Rights Reserved.
Take off the Rose Colored Glasses
Copyright © 2012, SiteTuners - All Rights Reserved.
Get to work
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First 5 reviews will be discounted by $100
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