Post on 05-Dec-2014
description
Conversion rate optimisation. !What’s really proved to matter?
Viacheslav Kravchuk!Atwix
The story about conversion rate!experiments
The point of highest impact
Checkout
Checkout
Tools
Battlefields
In 5 days…
In 5 days…
OneStepChekout!converted 2.5x better!
vs. Awesome Chekout
In 5 days…
OneStepChekout!converted 2.5x better!
vs. Awesome Chekout
Because of a bug!
Lesson #1:!!
Making experiments is easy. Making the right
conclusions - is not
Let’s do it properly
Let’s do it properly
You want to prove something? Do it on your own dime!
Let’s do it properly~ 6 weeks
Let’s do it properly~ 6 weeks
OSC shows 7.5% improvementStatistical significance: 80%
Statistical significance is the probability that your result is not a false positive !
!
95% is industry standard!!
Run experiments longer for higher confidence
http://bit.ly/1qZZCku
~ 6 weeksOSC shows 2.8% improvement
Statistical significance: 85%
Segment for extra insight- Device type!- Location of the customers!- Browser type!- Any data that Google Analytics offers!
- Create segments including sessions with each checkout URL!- Exclude PayPal express!- Exclude checkout variation that customers are redirected to
How to segment
Segmenting converted customers by visited pages
> 50% >
PP Express Orders: Visited PP Express confirmation
AC Orders: Not visited OSC and not visited PP Express
OSC Orders: Visited OSC and not visited PP Express
Example: Mobile traffic
Interesting observation:!!
Responsive checkout does not help non-responsive
website.
Conclusion:!!
Each case is different. Test checkouts on your store
long enough. It will pay off.
Next experiment: Secure Seal.
What researches tell?
2510 US adults were asked in 2013.!!
About half answered “Don’t know or no preference”.
The other half:
CarPartKings Experiment!(by ConversionIQ)
! Variation 2 (Norton Secure Seal) won by 15%.
Conclusion:!!
It’s worth testing. Chances are the seal will help. Even if it does not mean much.
Next experiment: Checkout fields.
Hiding the Fax field helps 4.3% so far, hiding Fax & Company fields helps 0.9% (SS 84%).
Experiments in progress:- Add to cart button color!- Welcome to checkout text!- Free shipping order total motivation!- Secure Seal impact
Ideas for experiments
http://bit.ly/1h0Md2i
Some takeaways1. Different stores = different cases. Make your own tests.!2. Be careful with conclusions. Verify the results (for ex. with GA) and try to find out the reasons.!3. Conversion rate is not only about UI/UX (traffic quality, site speed, etc.).