Marketing festival 2014 - prezentace případové studie

1. CASE STUDY: “CALL-TO-ACTION STRIPES” ON SVĚTBOT.CZ
Ing. Jan Kalianko | @eshopkonzultant CEO SvětBot.cz | E-shop konzultant

2. PART 1. – USE OF “CALL-TO-ACTION STRIPES” IN PRODUCT LISTING
@eshopkonzultant

3. PART 1. – INCREASE THE USE OF FILTERS
Purpose: Increase use of basic filters in product listing
Reason: Customers who use the filter in the list of products have a +13.8% higher conversion rate than those who do not apply filters
Solution: Adding the element that will be displayed to the customer, who missed the filters when scrolling pages and didn’t apply them
@eshopkonzultant

4. GRAPHIC DESIGN
Filters
The boundaries of imaging
@eshopkonzultant

5. SOLUTION
Selected feature: The stripe at the top of the browser with the most used parameters filtered
Can be quickly adjusted:
•price
•size
•color
@eshopkonzultant

6. DISPLAY STRIPE ON PAGE

7. RESULT OF A/B TEST
Original version: Listing of products in their original condition
Option 1: Listing of products with the displayed stripe
The results of the off-season: Results in season:
Using filters
Difference
Original
18.41 %
---
Variant 1
24.29 %
+31.93%
Using filters
Difference
Original
12.19 %
---
Variant 1
12.81 %
+5.08%
@eshopkonzultant

8. EYE-TRACKING TEST
@eshopkonzultant

9. PART 1. – CONCLUSION (1/2)
•A significant increase in the use of filters off-season
•Only a slight increase in the use of filters during the season
•Stripe display on the web = significant element that attracts the visitor’s eye
Justification of difference: A limited number of sizes off- season > higher overall use of filters > greater need for customers to filter.
@eshopkonzultant

10. PART 1. – CONSLUSION (2/2)
Our conclusion: Activated displaying "call-to-action stripe" in the off-season months = only during clearance sales.
Another plan of measurement:
•Test display with users who mark "sale only" or visit the category "last sizes"
•To test the color and graphic variations of "call-to-action stripe"
@eshopkonzultant

11. PART 2. – USE “CALL-TO-ACTION STRIPE” ON PRODUCT DETAIL

12. PART 2. – INCREASE CONVERSION RATE AND ADDING PRODUCT TO CART
Purpose: To increase the conversion rate of the e-shop + increase amount of products added to cart
Reason: Increasing revenues and simplifying the purchasing process for customers’
Solution: Adding an element that will encourage customers to add products to their cart
@eshopkonzultant

13. GRAPHIC DESIGN
Variant A
Variant B
@eshopkonzultant

14. LOCATION ON SITE
Level 1
Level 2
Selected 2-level display stripe:
1.Scrolling if the customer is below the upper menu
2.Scrolling if the customer is below the button "Add to cart"
•Total of 4 variants tested + 1 original

15. RESULTS OD A/B TEST
Variant
Purchase
Add to cart
Original
---
---
Variant 1
+ 8.5 %
+ 9 %
Variant 2
+ 11.4 %
+ 15.8 %
Variant 3
- 6.4 %
- 4.3 %
Variant 4
- 5.6 %
- 3.9 %
@eshopkonzultant

16. THE BEST RESULT – VARIANT 2
Variant 2: + 11.4 % purchase, + 15.8 % add to cart

17. EYE-TRACKING TEST
@eshopkonzultant

18. EYE-TRACKING TEST
@eshopkonzultant

19. PART 2. – CONCLUSION
•We found a variant that significantly increased the conversion and the number of items added to the cart
•Stripe display on the website = significant element that draws the visitors’ eyes from the listed items
We found the most effective option was to work with the different sizes mentioned, and to display them at the top of the page.
Our conclusions:
•We will continue to display "call-to-action stripe" on the product detail at the top of the page.
•In the future we will probably look even further into exactly when to display the stripe.
@eshopkonzultant

20. THANK YOU FOR YOUR ATTENTION
Follow me:
•@eshopkonzultant
•+JanKalianko
•www.eshopkonzultant.cz
•www.jak-delam-eshop.cz
More details: http://bit.ly/mktfest-svetbot