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Continuous Optimisation BriefingSession 2: How we can optimise your website
Sandy Lewis, Lead Insight Analyst, Salmon
Russ Harte, Head of Multichannel Development & Delivery, DFS
Develop
Optimising the Customer Journey
Hypothesise
Analyse Replay
Test
Continuous Optimisation
What does success look like?
Store LocatorCustomer searches for a store
Call me backCustomer requests a call from a personal shopper
ChatCustomer engages with a personal shopper
EcommerceCustomer purchases online
Desktop Analysis & Testing
How do we optimise the Home Page?
What we know…
• The home page is the top landing page
• A significant volume of call me back requests come from the top nav
• The homepage is a key gateway page to purchase
Home Page Analysis
Rank 1: Top Nav
Rank 4: Carousel
Rank 2: Search/CTA
Rank 3: Best Sellers
Rank 5: Header
Home Page Hypothesis
Customers want:• An incentive to purchase
• Return to find a product easily
• To click on the most relevant navigation items
• Click on images rather than text
Test - Homepage
Test: Need help messageUplift: High
Test: Welcome messageUplift: Medium
Test: Previously viewed sofasUplift: Low
Control Test
How important are Lister pages?
What we know…
• The majority of customers view a Lister page
• Lister pages are key product filter pages
Lister Page Filters AnalysisHow are filters on Lister pages used?
1 2 4
5
3
Lister Page Hypothesis
Customers want:• To view multiple products on one page
• Filter their selection before viewing a product
• To know the size and price
• To be able to access product details and CTAs easily
Test – Lister Pages
Test: Fixed Navigation as the page scrolls
Positive impact
*Worked for Desktop, but not Tablet
How do we optimise Product pages?
What we know…
• A significant volume of customers start a call me back on a product page
• Product pages are the initiator for purchasing
Product Page Analysis
Product Page Analysis• Roomsets perform better than cutout
images to get users to scroll to product details
• Users interact with the page:• Swatches• Colour• Different views of the product• Product Details (size/colour)
100% attention
<50% attention
Product Page Hypothesis
Customers want:• To view product details – size, price, colour, swatches
• To make a purchase easily
• Clear messaging around online purchase vs phone purchases
Test – Product Pages
Control Test
Test: Quick View Colour Positive impact
Test – Product Pages
Control Test
Test: Order by PhonePositive impact
Test – Product PagesTest
Test: More Product InformationPositive impact
Anchor Link to Product Details
Test – Product PagesTest
Test: Anchor to swatchesPositive impact
Testing ChecklistGetting started with AB Testing…
Start increasing your conversion rate
AB Testing: Licence – from free!
Requires Java Script to be added to the site
See results within 2 weeks
Salmon Provide: We predict customer behaviour based on insights
We provide AB testing best practice
We plan, implement and deliver your tests
Increase customer insight
Enables decision making
Contact us to arrange a demo
If you’re interested in finding out more or would like to book a complimentary demo, please email us at [email protected].
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Tel: +61 (0)2 8251 0044
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Tel: +44 (0)1923 320 000 www.salmon.com @SalmonLtd
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Tel: +1 (646)577 6533
