Jared Blank - Vice Presidente de E-Commerce da Tommy Hilfiger fala sobre "Creating a Culture of Site Testing: 25 Ways to Optimize and Personalize Your Ecommerce Site" no Fórum E-Commerce Brasil 2014.

1. Creating a Culture of Site Testing:
25 Ways to Optimize and
Personalize Your Ecommerce Site
Jared Blank
Tommy Hilfiger

2. So, Let’s Talk About Testing

3. Determine What You’re Measuring
• Revenue Per Visitor?
• Conversion?
• Average Order Size?
• Bounce Rate?
If you don’t know the goal, you can’t create a test…

4. Create a Culture of Testing
• Talk to design first – you’re going to need a lot more
assets from them
• Tell your designers: this is not about whether you are
“good” or “bad”
• Get people excited about testing – do contests about
which combination will win
• Use a shared doc (Google Docs) so team knows
what’s being tested
• When to move winning test into development?

5. WiderFunnel’s 6 Factors for Conversion
Visit Widerfunnel.com for more information

6. 6 Factors for Conversion
• Value Proposition – Why should a customer make a purchase?
• Urgency – Why should a customer purchase NOW?
• Relevance – Is the in-bound visitor seeing a page they would
expect?
• Clarity – Is the value proposition obvious? Is it obvious what the
visitor should do?
• Anxiety – What could stop a visitor from converting?
• Distraction – Are there page elements that are getting in the way of
making a purchase?
Visit Widerfunnel.com for more information

7. So Let’s Start Testing

8. 2-Day Shipping Promotion in Header
Presenting a 2 Day Delivery Message to customers in areas of the country that qualified
has shown to:
• Increase site conversion rate (from 11-15%)
• Increase site AOV (from 9-21%)
• Reduce cart abandonment about 2%
1

9. Company Store Tabbed Banner Test
Versus
A tabbed experience to separate out the Main Site and Company store has shown to:
• Increase site conversion rate (5.85%)
• Decrease in cart abandonment (2.04%)
• Increase in Average Time on site (3.20%)
2

10. Free Shipping Today Only
Presenting Free Shipping Today Only Message in the Header Promo area, had the
following impact vs. showing no free shipping message in this area at all:
• Increase site conversion rate 7.39%
• Increase in add to cart- 3.34%
• Increase in number of page views 3.33%
3

11. Abandoned Cart Overlay Copy 4

12. Test Email Signup Overlay
Versus
5

13. Test Announcement Style
Versus
6

14. Add to Cart Placement on Product Detail Page
16% Improvement in
Conversion with
Add-to-Cart on Left Side
7

15. 7% Improvement in
Conversion with
no urgency message
Sometimes Even Good Messages Are a Distraction
8

16. Test Different Messaging on Badges
9

17. A Whole Bunch of Badge Options to Test

18. Consistency of Messaging from Email to Landing Page
10

19. Abandoned Cart Overlays - Returning Customer
11

20. Abandoned Cart Overlays – In Session
12

21. Personalize/Target Images in Fly-Out Navigation
13

22. Test Cross-Sells in Unusual Locations 14

23. In-Cart Upsells Through Overlay 15

24. Update Free Shipping Messages with Threshold
16

25. Hide Top Navigation During Checkout 17

26. Hide Promo Code Box 18

27. Add Extra Checkout Button Above Fold in Cart
19

28. Display Alternate Payment Options
on Product Detail Page
20

29. Add Imagery/Copy in the Margins 21

30. Quotes from Customer Reviews on
Low-Converting Pages
22

31. New Visitors
Returning Visitors
Target Homepage Tiles for
New & Returning Visitors
23

32. Test EVERYTHING In Your Cart 24

33. Test EVERYTHING In Your Cart…
Again
25

34. Other Areas to Test
• Change unnecessary buttons to hyperlinks
• Increase font of product name and price
• Increase size of buttons
• Change button colors
• Test button colors contrasting with other colors on
site
• Use yellow highlight on mandatory field names
(instead of *)
• Test on mobile (removing banners; suppressing
buttons; enlarging search box)

35. Thank you!
Jared Blank
jblank@tommy.com
+1 212-548-1794