How to optimize your e-commerce website at every touch point

James Flory, Sr. Experimentation Strategist at Widerfunnel

James Flory is a Senior Experimentation Strategist
at WiderFunnel, working directly with leading
brands like H&R Block, Direct Energy, Intercom,
and The Motley Fool to help them achieve tangible
growth through digital experimentation.

“It should come as no shock that the age of
customer experience is already upon us.
Being competitive in the retail market today
means being able to learn and adapt more
quickly to the experiences that
customers want.”
MIT Sloan Management Review, 2018

© Copyright 2007-2019 Widerfunnel. All rights reserved.
“...by 2023, Alibaba and Amazon will
have captured 40 percent market
share of global online retail, up
from 33 percent in 2017.”

“The most important thing is to be
customer obsessed. Don’t satisfy
your customers, ﬁgure out how to
absolutely delight them. That is the #1
thing. ”

“Our success at Amazon is a function
of how many experiments we do
per year, per month, per week, per
day.”

Customer Obsession ExperimentationX

✓ How we collect data around shopper
behaviour, motivations, and other inputs.
✓ How we translate that data into experiment
hypotheses and prioritize those ideas.
✓ How we design, measure, and report on
experiments to maximize growth and
insights.
✓ How we scale these programs across
organizations.

TM
Does your web page
deliver on what your
prospects expect?
Does it match their
needs and feelings?This is the vehicle that
provides the potential for
your conversion rate, it is
the most important of the
six factors.
How easily is your
value proposition
communicated? This
includes eyeﬂow,
imagery, copywriting
and calls-to-action.
How are you matching
the visitors’ internal
urgency and creating
external incentives?
Is your website
content diverting
visitors away from
your primary goal?
What elements on
the page could be
creating uncertainty
for your prospects
about taking action?

● Click maps
● Scrollmaps
● Session Recordings
● Polls & Surveys
● Interviews &
Intercepts

Insight:
Shoppers want to reﬁne their results
by color.
Inconsistent use of terminology and
long list of options is increasing the
cognitive load for users
(reducing ability)

If we reduce the length of the filter options and clarify
the features by which users can filter we will increase
engagement with the filters, increasing the likelihood
users find a product they want, ultimately increasing
the likelihood they convert.

↑ 15.6% Sales ↑ 23.6% Sales ↑ 9.8% Sales

Over 9000 pixels tall
Low value information
mid-page.
Key product information
at the bottom of the page.

Variation A Variation BControl
↑15.8%
Sales ↑41.4%
Sales

Homepage Product Page

↑ 23% Sales
Hypothesis:
Adding the carrier
information to the product
page will increase clarity
about product functionality
and reduce anxiety around
purchase, ultimately
increasing conversions.

How much improvement
can be made?
How much impact can these
improvements have on our
primary business goal?
How easy would it be
to actually make these
improvements?

Increases Score Decreases Score
Potential
Importance
Ease
● Supporting Evidence
● Transferability of Insight
● High Exit / Abandon Rates
● No Supporting Evidence
● No Transferability
● Many Stakeholders
● High Tech Complexity
● Many Dynamic Elements
● Multiple Pages Affected
● Paid Traffic
● High Traffic Volume
● High Conversion Rate
● Business Context
● Low Value Traffic
● Low Traffic Volume
● Low Conversion Rate
● Few Stakeholders
● Single, Static Page

Hypothesis 1:
Social proof on the Homepage
Hypothesis 2:
Form fields on the checkout
Potential
Importance
Ease
+ Supporting Evidence
+ Transferability of Insight
+ Supporting Evidence
- No Transferability
+ No Stakeholders
- High Tech Complexity
- Many Dynamic Elements
- Multiple Pages Affected
+ High Traffic Volume
- Moderate Conversion
Rate
- Low Value Traffic
+ High Conversion Rate
+ High Revenue Impact
- Many Stakeholders
+ Single, Static Page

Hypothesis 1 8 5 5
Hypothesis 2 5 7 3 5
6

Growth Insights
Exploit
(A/B)
Explore
(Multivariate)Factorial

• Vertical product layout
• “View Details” is the primary call to
action

• Horizontal layout
↓ 9.6% Sales

• “Add to Cart” is the primary call to
action
↑ 16.4% Sales

↓ 9.6% Sales ↑ 16.4% Sales ↑ 29% Estimated
↑ 38.1% Actual
Control Variation A Variation B Control + B
Experiment 1
Explore & Exploit (Factorial)
Experiment 2
Exploit (A/B)

Variation AControl
↑153.6%
Video views
↓10.6%
Sales

🤦
💡
🙋‍♂

Product Page

↓ 29.4%
Video views
Control Variation A
↑ 33%
Sales

https://www.widerfunnel.com/delight/
iwant@widerfunnel.com

How to optimize your e-commerce website at every touch point

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