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CASE STUDY 2014 - Jan Kalianko: Call-To-Action Stripes on SVETBOT.cz

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CASE STUDY 2014 - Jan Kalianko: Call-To-Action Stripes on SVETBOT.cz

  1. 1. CASE STUDY: “CALL-TO-ACTION STRIPES” ON SVĚTBOT.CZ Ing. Jan Kalianko | @eshopkonzultant CEO SvětBot.cz | E-shop konzultant
  2. 2. PART 1. – USE OF “CALL-TO-ACTION STRIPES” IN PRODUCT LISTING @eshopkonzultant
  3. 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. 4. GRAPHIC DESIGN Filters The boundaries of imaging @eshopkonzultant
  5. 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. 6. DISPLAY STRIPE ON PAGE
  7. 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. 8. EYE-TRACKING TEST @eshopkonzultant
  9. 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. 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. 11. PART 2. – USE “CALL-TO-ACTION STRIPE” ON PRODUCT DETAIL
  12. 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. 13. GRAPHIC DESIGN Variant A Variant B @eshopkonzultant
  14. 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. 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. 16. THE BEST RESULT – VARIANT 2 Variant 2: + 11.4 % purchase, + 15.8 % add to cart
  17. 17. EYE-TRACKING TEST @eshopkonzultant
  18. 18. EYE-TRACKING TEST @eshopkonzultant
  19. 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. 20. THANK YOU FOR YOUR ATTENTION More details: http://bit.ly/mktfest-svetbot Follow me: • @eshopkonzultant • +JanKalianko • www.eshopkonzultant.cz • www.jak-delam-eshop.cz

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