Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Optimizing Shopping Carts for the Holidays
1. Optimizing Shopping Carts for the Holidays
6 Last-Minute Changes You can Make to Your Shopping Carts To
Increase Conversion
#webclinic
2. Today’s team
Austin McCraw Jon Powell
Senior Editorial Analyst Senior Manager
MECLABS Research and Strategy
MECLABS
#webclinic
3. Marketing Automation for the Fortune 5 Million
Marketing Automation for the Fortune 5 Million
World-Class E-mail Complete Set of Tools Approach & Terms
Marketing Core & on One Platform that Work
Deliverability • Drip/Nurturing, Web • Start Simple, Automate at
Analytics, Landing Pages, Your Own Pace
• Third-Generation Email Forms, Scoring, CRM
Marketing Platform Integration, Social Media, • Affordable Pricing; Month-
Reporting and More to-Month Contracts
• No extra charge for
deliverability
• Focus Usability, Simplicity & • Live Customer Support – At
Manageability No Additional Costs
www.act-on.com
11. Experiment: Background
Experiment ID: TP1305
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:
Background: A website that sells retail and wholesale collector items
Goal: To increase conversion rate
Primary research question: Which version of second step in the conversion
funnel will produce the highest conversion rate?
Approach: A/B variable cluster split test that focused on reducing anxiety
through credibility indicators, copy, and re-organization of existing page
elements
#webclinic
12. Experiment: Background
Fallout Report: New Customers • When we analyzed the metrics, we
realized there were leaks throughout
the checkout process, the credit card
submission page stood out as low
cost opportunity for immediate
return.
• When we analyzed the metrics even
further, we saw that this step also
had the highest lost revenue per cart
(more than double any other step).
• From this, we hypothesized that
optimizing this step would have the
highest potential return on our
efforts.
#webclinic
14. Experiment: Results
5% Increase in total conversion
The new credit card page increased conversion by 4.51%
Design Conversion Rate
Control 82.33%
Treatment 86.04%
Relative Difference 4.51%
What youthis specific step in theWhile it mighttoseem resulted in a projected
choosing
need to understand:
sales funnel test
like a small increase,
$500,000+ increase in revenue per year. This underscores the potential
impact of a properly identified research question.
#webclinic
15. Strategy for the Holiday Season
F Key Principles
1. Effective tests are not simply designed to achieve a valid result, but a
valuable result. The goal of a test is to get a learning, but some “learnings”
are more strategic than others.
2. Marketers must be able to identify where in the funnel is the greatest
opportunity for optimization.
#webclinic
17. Strategy for the Holiday Season
F Key Principles
1. Effective tests are not simply designed to achieve a valid result, but a
valuable result. The goal of a test is to get a learning, but some “learnings”
are more strategic than others.
2. Marketers must be able to identify where in the funnel is the greatest
opportunity for optimization.
3. For ecommerce companies approaching a holiday season, often the most
opportune place for the increase is in the shopping cart for two reasons:
1. Increased Motivation Levels
2. Convergent Funnel Paths
#webclinic
18. Conversion Impact Analysis
Channel
#1 • For many ecommerce
Channel sites, the shopping cart is
#2 Product standardized across the
Page #1
entire website.
Channel
#3
• The cart is often the most
Channel Product Shopping
#4 Page #2 Cart visited page(s) on a
Channel
website, and a conversion
#5 gain here impacts the
Product revenue of the entire
Channel Page #3 website.
#6
Channel
#7
#webclinic
19. Today’s Focus
Today, we will discuss 6 small tweaks you can make
to your shopping carts to improve conversion
#webclinic
21. Experiment: Background
Experiment ID: TP1620
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:
Background: The research partner is a fitness company that primarily sells
fitness training content and gym equipment.
Goal: To increase sales.
Research Question: Which checkout process will result in a higher conversion
rate?
Test Design: A/B Multifactor Split
#webclinic
24. Test Your Marketing Intuition
Summary Page
Control (inserted Cart Summary)
Treatment (no Cart Summary)
#webclinic
25. Experiment: Results
29% Increase in Total Cart Conversions
The Treatment path generated a 28.6% increase in cart completions
Conversion Relative
Design Stat.
Rate Difference
Control 27.7%
Treatment 35.6% 28.6% 95%
Whatinyou need to understand: Bytreatment pathcart summary review
step the checkout process, the
removing the
was able to generate
28.6% more cart completions.
#webclinic
26. Not this, but this
Not this
LP 1 2 3
4 5 6 CONFIRM
69%
Increase in Conversion
But this
Note: Optimized removed LP 1 2 CONFIRM
two order confirmations
and a cart account
registration
#webclinic
27. Not this, but this
Not this
Landing Page Account Login Reg. Form 1 Reg. Form 2
LOGO LOGO LOGO LOGO
But this
Landing Page Reg. Form
LOGO
Note: Optimized removed
LOGO
one cart account registration
364%
Increase in Conversion
#webclinic
29. Experiment: Background
Experiment ID: TP1294
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:
Background: B2C company offering package vacations. In this test we focused
on improving the checkout process.
Goal: To increase cart completions
Primary research question: Which cart page will generate the highest
completion rate?
Approach: A/B split test (variable cluster)
#webclinic
30. Experiment: Control
Control Cart
• The original cart
was simple, but it
included three
equally weighted
options from which
the visitor had to
select.
• This made the
checkout process
more cumbersome
than was necessary
#webclinic
31. Experiment: Treatment
Treatment Cart
• The marketers
deemphasized and
integrated the
additional options
into the product
details.
• And they visually
focused the visitor
on one main call
too action here.
#webclinic
32. Experiment: Results
37% Increase in Total Cart Conversions
The Treatment path generated 36.5% more cart completions
Conversion Relative
Design Stat.
Rate Difference
Control 12.94% -
Treatment 17.66% 36.5% 95%
What you from, to understand:shopping cart generated 36.5% the options
to choose
need
the treatment
By simplifying and sequencing
more cart
completions.
#webclinic
33. Not this, but this
Not this But this
LOGO LOGO
78%
Increase in Conversion
#webclinic
34. Not this, but this
Not This But This
64%
Increase in Conversion
#webclinic
36. Experiment: Background
Experiment ID: TP1621
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:
Background: The research partner is a one-stop vacation planning solution
that allows users to book vacation rentals, car rentals, and activities.
Goal: To increase final vacation bookings
Research Question: Which page will yield the highest conversion rate from
billing Information to confirmation?
Test Design: A/B multifactor split
#webclinic
37. Experiment: Control
Control Cart
• The original cart was
broken into two
(unclear) steps
• The horizontal flow
as well as the blue
shading made it
difficult for visitors
to get a sense for the
sequence of the cart.
#webclinic
38. Experiment: Treatment
Treatment Cart
• A simple “step indicator” was
added to clearly indicated
which step of the process you
were located.
• The treatment also took the
two steps, and sequenced
them vertically.
#webclinic
40. Experiment: Results
36% Increase in Total Cart Conversions
The Treatment cart generated 36.1% more conversions than the control
Conversion Relative
Design Stat.
Rate Difference
Control 27.4%
Treatment 37.2% 36.1% 95%
What you need to understand: Byof anxiety,the sequence incare generated
process and addressing key issues
clarifying
the treatment
the checkout
36.1% more total conversions than the control.
#webclinic
41. Three Critical Questions
Visitor Experience Timeline
What can I do here?
Why should I do it?
Where am I?
Moment of
Orientation Conversation Action
First Seconds Subsequent minutes (or days) depending on sales cycle
#webclinic
46. Further Changes to Orientate a Customer
Other changes include:
• Linear Flow
• Labeled Information Clusters
• Instant Price Summaries
• Easy Customer Service
• Specific Call-To-Action
#webclinic
48. Experiment: Background
Experiment ID: TP1362
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:
Background: An “of the month” club that offers an ongoing subscription to
products like wine and cheese.
Goal: To increase shopping cart completions
Primary research question: Which shopping cart will generate the most total
subscriptions.
Approach: A/B/C Split test
#webclinic
49. Experiment: Control
Control Cart
• This is the first stage
in the shopping cart
process once
someone has
decided they would
like to join the Wine
of the Month Club
#webclinic
50. Experiment: Treatment #1
Treatment Cart #1
• In all the treatments,
we broke the steps
into a more
justifiable structure
(more on this later)
• But we also tested
integrating points of
value into the
treatments.
#webclinic
51. Experiment: Treatment #2
Treatment Cart #2
• For treatment 2,
we tested
emphasizing the
value even further
with specific wine
descriptions for the
current month.
#webclinic
52. Experiment: Treatment #3
Treatment Cart #3
• For treatment 3,
we expanded the
value even further
including a
personalized letter
from the vice
president of
product selection
#webclinic
53. Experiment: Results
17% Increase in Total Cart Conversions
Treatment 3 increased the rate of conversion by 18.2%
Design Conversion Rate Relative Difference
Control 15.6% -
Treatment 1 16.5% 6%
Treatment 2 17.2% 10%
Treatment 3 18.2% 17%
What youthe amount of expressed valueaincorresponding relationship
between
need to understand: There is
each treatment and conversion
rates. As more value is communicated, conversion rate increases.
#webclinic
54. Experiment: Subsequent pages
Shopping Cart Step #2 Shopping Cart Step #3
Value was even integrated into
the main form page and thank-
you page.
#webclinic
55. Not this, but this
Not this
{Keyword: [Vertical] Software}
Award-Winning [Vertical] Software.
Fully Integrated. Free Trial
www.[Company].com/[Describe Product]
But this Treatment: Step 1 Treatment: Step 2
XXXXXXXXX Software Suite
#1 On-Demand. 6459+ World Clients
Award-Winning Solution. Free Trial
204%
www.XXXXXXXXXX.com/XXXXXXXX
In overall conversion
21% 54% 97%
#webclinic
57. Experiment: Background
Experiment ID: TP1434
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:
Background: An ecommerce site selling text books to professors in academic
institutions.
Goal: To increase text book purchases
Primary Research Question: Which Treatment will generate the highest
conversion rate for new and existing users?
Approach: A/B/C Split Test
#webclinic
60. Experiment: Control
Control Cart – Step #3 Control Cart – Step #4
#webclinic
61. Experiment: Treatment
Treatment – Step #1
Notice the copy:
• “…complete
registration so that
we can verify your
instructor status…”
• “Once you have
completed
registration, you will
be able to quickly
request exam
copies…”
#webclinic
62. Experiment: Treatment
Treatment – Step #2
Notice the copy:
• “Locate the
school where you
teach…find your
department…”
• “Once verified,
we will
automatically
ship your exam
copy to this
address…”
#webclinic
63. Experiment: Treatment
Treatment – Step #3
Notice the copy:
• “This
information
helps our
publishing
program.”
• “Confirm Your
Order”
#webclinic
64. Experiment: Treatment
Treatment – Step #4
Notice the copy:
• “…to make sure
all of the
information
that has been
entered is
correct...”
• “Send My
Samples...”
#webclinic
65. Experiment: Results
19% Increase in Total Cart Conversions
The treatment cart flow increased generated an 18.6% increase in conversion
Conversion Relative
Design
Rate Difference
Control 33.74% -
Treatment 1 40.02% 18.6% 95%
What you need to understand: By take, the treatment cart process each
action the customer is required to
sequencing the cart and justifying
increased the rate of conversion by 18.6%.
#webclinic
66. Not this, but this
Not this But this
Notice how every field now
has clear reasons for why
you should fill continue
each step.
#webclinic
68. Experiment: Background
Experiment ID: TP1305
Record Location: MECLABS Research Library
Research Partner: [Protected]
Research Notes:
Background: A website that sells retail and wholesale collector items
Goal: To increase conversion rate
Primary research question: Which version of the second step in the
conversion funnel will produce the highest conversion rate?
Approach: A/B variable cluster split test that focused on reducing anxiety
through credibility indicators, copy, and re-organization of existing page
elements
#webclinic
69. Experiment: Control
Control
What might be causing the fallout?
• It is unclear why the credit card
is required when payment
method is different.
• The complexity of the Purchase
Agreement Terms’ causes
confusion and concern.
• There is no indication that my
credit card information is
secure.
#webclinic
70. Experiment: Treatment
Treatment
How we addressed the issues:
• Third-party security indicators
have been added.
• Clearer explanation of why a
credit card is required and that
it will not be charged.
• “Satisfaction Guaranteed”
promise is emphasized.
#webclinic
71. Experiment: Results
5% Increase in total conversion
The new credit card page increased conversion by 4.51%
Design Conversion Rate
Control 82.33%
Treatment 86.04%
Relative Difference 4.51%
What youthis specific step in theWhile it mighttoseem resulted in a projected
choosing
need to understand:
sales funnel test
like a small increase,
$500,000+ increase in revenue per year. This underscores the potential
impact of a properly identified research question.
#webclinic
72. Examples of Anxiety Reducers
Specific Sources Specific Corrections
1. Quality 1. Satisfaction Guarantee
2. Reliability 2. Testimonials
3. Security 3. Third-Party Seals
4. Price 4. Low-Price Guarantee
#webclinic
73. Examples of Anxiety Reducers
Ease of use
Product quality
Customer satisfaction
Cost justification
#webclinic
74. Summary
Six Tweaks to Improve Shopping Cart Conversion:
TWEAK #1: Remove Unnecessary Steps
TWEAK #2: Eliminate Competing Options
TWEAK #3: Demonstrate a Clear Sequence
TWEAK #4: Add Value in Every Step
TWEAK #5: Justify Every Action
TWEAK #6: Intensify Anxiety Reduction
#webclinic
75. Upcoming Web Clinic Registration Page
The 4 Most Startling Marketing
Discoveries from 2012
Including the 3 words that changed
everything for a top financial product
Register Here:
MarketingExperiments.com/BestOf2012
#webclinic
77. VALUE PROPOSITION DEVELOPMENT COURSE NOW LIVE…
Learn how to:
Create your own unique
Value Proposition
Optimize its impact and
effectiveness on your audience
Infuse it into all of your
marketing collateral
Watch the short promo video at:
MECLABS.com/ValueProp
#webclinic
78. SHARE YOUR ANALYTICS INSIGHTS IN 20 MINUTES OR LESS!
We’re looking for your insights on: All participants will receive:
– Social media
– Pay-per-click (PPC) ads
– Video
– Email
– SEO
– Content
– Display ad marketing
MECLABS.com/survey
#webclinic
79. Live Optimization
Electric Fireplaces
Unchangeable information:
None
Steps to current page:
1. PPC ads to Store front
2. Products page
3. Individual product page
4. Shopping cart page
5. Checkout page
Target audience:
People (probably older)
looking for cost-effective ways
to heat their houses and
possibly reduce heating bills.
Page URL: http://bit.ly/TC0pnU
#webclinic
80. Live Optimization
Sozo Nutritionals
Unchangeable information:
None
Steps to current page:
1. Store front
2. Product page
3. Cart Page
Target audience: Weight Loss
consumers, women 18-50
Page URL: http://bit.ly/SZuDlP
#webclinic
81. Live Optimization
Unchangeable information:
My Deco
None
Steps to current page:
1. Store front
2. Products page
3. Product page
4. Checkout Page
Target audience:
Females ages 35 to 45
in the UK
Page URL: http://bit.ly/RCOGFx
#webclinic
82. Live Optimization
Unchangeable information: John’s Shoes
Cart is flexible
Steps to current page:
1. Store front
2. Product pages
3. Cart Page
Target audience:
Working women
Page URL: http://bit.ly/TYcOEM
#webclinic
83. Live Optimization
Dog Collar Boutique
Unchangeable information:
None
Steps to current page:
1. Store front
2. Products Page
3. Cart Page
4. Checkout Page
Target audience:
Women pet owners ages 25-
65.
Page URL: http://bit.ly/RCRtP3
#webclinic
84. Live Optimization
Shoco Oil Inc.
Unchangeable information:
Much of it is hard coded, but
categories, navigation and data
is flexible
Steps to current page:
1. Store front
2. Catalog page
3. Product Page
4. Cart page
Target audience:
Lubrication users
Page URL: http://bit.ly/SKfCBV
#webclinic
85. Live Optimization
reading glasses shopper
Unchangeable information:
The product price and
description information
Steps to cart page:
1. Store front
2. Product Page
3. Cart Page
Target audience:
Customers buying reading
glasses
Page URL: http://bit.ly/UoQlg0
#webclinic
86. Live Optimization
Fresh Finds
Unchangeable information:
Parts of the header and footer
Steps to current page:
1. Ads to store front
2. Product Page
3. Checkout
4. Add to cart pop-up
5. Cart Page
Target audience:
Women, 35-55, general
interest in home w specific
interest in cooking
Page URL: http://bit.ly/SKnuTO
#webclinic
87. Marketing Automation for the Fortune 5 Million
Marketing Automation for the Fortune 5 Million
World-Class E-mail Complete Set of Tools Approach & Terms
Marketing Core & on One Platform that Work
Deliverability • Drip/Nurturing, Web • Start Simple, Automate at
Analytics, Landing Pages, Your Own Pace
• Third-Generation Email Forms, Scoring, CRM
Marketing Platform Integration, Social Media, • Affordable Pricing; Month-
Reporting and More to-Month Contracts
• No extra charge for
deliverability
• Focus Usability, Simplicity & • Live Customer Support – At
Manageability No Additional Costs
www.act-on.com
88. MarketingExperiments Optimization Newsletter
Free subscription to more than $20 million in marketing research
Join 98,000 of the top marketers from around the world as we work together to discover what really works.
MarketingExperiments.com/subscribe
#webclinic
