3 ecommerce UX Case Studies Which Increased Sales and Conversions

Transcription

1 3 ecommerce UX Case Studies Which Increased Sales and Conversions

2 Built-in Heatmaps Gain insights about your visitors. Find out what they like/don t like. Intuitive A/B Testing for Busy Marketers WYSIWYG Editor Forget spending hours on coding. DIY without any help from your developer. Super Smooth Usability Creating tests is a breeze Quick Integrations One-click integration available with GA, KISSmetrics, Clicktale Exploit our Idea Factory Find A/B testing ideas to improve conversion rate of your website

3 About the Author Anand Kansal is a Marketer at VWO. He is involved in VWO s lead generation activities. He is also responsible for creating content offers, including ebooks and blog posts. He is passionate about helping websites increase leads and revenue and loves to read about behavioral psychology and decision science. LinkedIn Twitter Facebook

4 Table of Contents INTRODUCTION CASE STUDY #1 LARGER PRODUCT IMAGES INCREASED SALES BY 9% CASE STUDY #2 BRINGING PRICE AND ADD-TO-CART BUTTON INCREASED CLICKS ON BUTTON BY 10% CASE STUDY #3 BANNER DISPLAYING TOP DEALS INCREASED ENGAGEMENT BY 105% CONCLUSION THANK YOU

5 Introduction We are living in the age of choice. For any product or service that you want, there are multiple options at the click of a mouse. How then, do you separate yourself from the pack? How to create a customer base for your store, if there are hundreds of other options available for every product/service that you provide? The answer lies in improving the User Experience of your website. It is one of the most important factors that influence the customers buying decision. In this ebook, we are going to look at examples of 3 companies who used ecommerce UX Best Practices to increase conversions and sales for their website.

6 CASE STUDY #1 Larger Product Images increased Sales by 9%

7 Background MALL.CZ is the Czech Republic s second largest ecommerce retailer that sells a large variety of products which includes Small Household Appliances, Electronics, Computer and Peripherals, Mobile Phones, Toys and others.

8 Hypothesis CRO agency Optimics used VWO to run an A/B test on their client MALL.CZ s website. The hypothesis of the test was that larger product images would increase sales and revenue. For this purpose, they decided to test the thumbnail size of the images which are used in product or category listings. The primary goal of the test was to increase sales.

9 The Test! 2 variations were created: Variation 1 had slightly larger product images and Variation 2 had even larger images with description show up on hover. Take a look at screenshots of the 3 versions (1 control + 2 variations) of a random product thumbnail. Control Variation 1 Variation 2

10 The Results Variation 2 with the large images and product description viewable on mouse hover was the clear winner with a straight 9.46% increase in sales (96% chance to beat original) with exactly zero Czech korunas spent on advertising.

11 What did MALL.CZ learn from this test? If we look at shopper behavior in brick-and-mortar stores, you ll see that customers walk in, look at a variety of products then settle on one or two and spend some time looking at them closely. If the product is something like a pair of shoes, they ll even try them on and then walk in front of the mirror. As we can see, the customer is always looking at the product as he/she makes the journey from interest, desire and finally action. To mimic this behavior in the online space, nicely shot and large product images are a must, allowing visitors to have a good look at the object of their interest before buying.

12 CASE STUDY #2 Bringing Price and Add-to-cart Button closer increased Clicks on button by 10%

13 Background Taylor Gifts is an online store that sells a variety of products in home, garden, personal care and gift-giving. It also provides decorative products for bathroom, kitchen, closet.

14 Hypothesis Trinity Insight, a leading ecommerce consultancy that has helped numerous clients increase conversion rates, used VWO to create an A/B Test for Taylor Gifts to improve add-to-cart clickthrough. The hypothesis of this test was that bringing the buying information and the add-to-cart button closer would improve the performance of the button on the product page.

15 The Test! The test was run on the dynamic product page of the website. VWO advanced mode was used to run the test across thousands of dynamic product pages on TaylorGifts.com. In the variation version that was created for the test, a buy box was designed with all of the information relevant to the buying decision located in close proximity of the add-to-cart button. The idea behind creating the variation was that this information could help people find the information they needed to make a decision faster and in a more convenient location therefore making them more likely to place the item in their cart. Let us take a look at screenshots of the control and variation for the test.

16 Control Original Product Page

17 Variation Product Page

18 The Results The test resulted in a 10% increase the add-to-cart clickthrough and the overall ecommerce conversion rate of the test subjects went from 1.53% on the control to 3.23% on the variation.

19 What did Taylor Gifts learn from this test? Placing the standard information we all use to make buying decisions in one easy-to-scan location makes a lot of sense from a sales standpoint. In traditional retail, ideally, a salesperson would be in close proximity of the item to answer questions about how much it is, and if it s on sale how much you re saving. Providing valuable ecommerce information (such as, time of arrival, return police etc.) near this box may also be a good idea. More detailed information is great on the page for people looking to make in-depth research-based purchases, but the segment of customers who prefer to move quickly through this process will find lots of value in an efficient buy box strategy.

20 CASE STUDY #3 Banner displaying Top Deals increased Engagement by 105%

21 Background Bakker-hillegom is an international mail order company which deals in plants, flower bulbs and garden accessories. Apart from operating as a web shop, the website also has a huge repository of information on how people can take care of their gardens. The content being unique and relevant attracts a lot of traffic. The information pages attract a lot of new visitors every day who spend a considerable time going through the content.

22 Problem & Test Hypothesis Though a lot of visitors used to go to the information pages (which had gardening tips), they would leave soon after consuming the information. The problem was clear. In spite of having a large number of visits to its information pages, Bakker was not able to encash those visits. The hypothesis for the A/B test was that placing commercially-focused banners on top of all the information pages of the website would increase user engagement for the website as a whole.

23 The Test! The test used VWO advanced mode to run on all the information pages of the website. In the variation, two prominent banners were placed on the top. The first banner read Top Deals and it sent the visitors to Bakker s top deals page where they could buy products at discounted rates. The second banner was for newsletter subscription. Take a look at the comparison screenshots of the control and the variation page.

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25 The Results The challenger won hands down with a % increase in visits to the top deals page and a statistical significance of 99.99%.

26 Why did this work? Directing visitors towards a bargain - When a visitor clicked on the Top Deals banner, he was assured with the wordings on the banner that he would not be directed to a standard product page. Instead, he was tempted to find out the best deals and products. Prominent positioning of the banners - The banners were placed at the top of page and the Top Deals message was on the right side. There was no way visitors could have missed that. Even research has shown that this placement gets a lot of attention while reading webcontent. Clearly defined path of engagement - The common phenomenon of visitors consuming the relevant information and leaving could be explained because the page was essentially missing any prominent call to action or navigation path. Adding the banners gave the visitors an opportunity to engage further.

27 Final Thoughts That s it! You can see how these 3 companies implemented basic ecommerce UX principles to increase sales and growth for their businesses. I m sure that, with the right mindset and testing, you will be able to see similar results for your ecommerce store as well.

28 About VWO VWO is a leading website testing platform used by more than 3,700 brands in 75 countries to optimize their websites for generating leads. Companies such as Groupalia, Dafiti and Smiley Cookie use VWO to understand and analyse online user activity and behaviour. VWO offers marketers an easy-to-implement and use, but highly effective A/B testing, multivariate, behavioural targeting, usability and heat map testing solution that requires no coding knowledge. Sign up for a Free Trial! No Credit Card required

29 Thank You A big thank you for reading ebook. I wish you all the best in increasing sales and conversions for your ecommerce website. I would love to hear from you about your experiences in improving User Experience for your ecommerce website. Just drop me a mail at anand.kansal@wingify.com. And yes, if you liked what you ve read, please go ahead and share it with others! Cheers Anand Kansal Marketer