VWO Webinar with Craig Smith, Founder & CEO at Trinity

1. Secrets from the Trenches
Hacks and strategies to grow your ecommerce sales
By Craig Smith | Founder & CEO
Copyright 2021
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Goal: You leave this webinar with a plan!
Ideas of EXACTLY what you need to do to grow faster

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Clear examples within a framework
● What you need to do to optimize correctly
● How VWO can enhance your efforts
● Creating customer feedback mechanisms
Real test data to share
● Our most interesting experiments using VWO
● Each experiment drove significant value and impact
Overview

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Framework

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Research & Planning
With accurate data and extensive research, you can gain
insights on what works on your site, what doesn't, and why.
Testing & Personalization
Using a data-driven approach to testing will elevate your
customers' experiences and deliver gains to ROAS and
Customer Lifetime Value
USER EXPERIENCE | About User Experience
Setting the right foundation

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USER EXPERIENCE | About User Experience

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Analytic Data: Before & After
Analytics Tracking Script
Google Analytics Audit
AFTER
BEFORE
Methods
Research & Planning
Google Analytic Audit
Examine your site to check for analytics
compatibility, JavaScript libraries, plug-ins, errors,
goal tracking and more.
This ensures data integrity and accuracy for
analysis and reporting throughout our
engagement.

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USER EXPERIENCE | About User Experience

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Methods
Research & Planning
UX Analysis
Inspection your site from the user perspective to
uncover pain points and opportunities for testing
and improvement.
Areas to consider include:
● Brand Presentation & Continuity
● Conversion Funnel Flow
● Trust & Security
● Mobile/Touch Usability
● More
Key UX Factors
64%
Core Site Areas
65%
Mobile: 64% Mobile: 64%
Desktop:
65%
Desktop: 66%
Global Elements
Mobile:70% Desktop: XX%
75%
Navigation
Mobile: 70% Desktop: 75%
73%
Value & Urgency
Mobile: 32% Desktop: 49%
41%
Homepage
Mobile: 83% Desktop: 83%
83%
Relevance
Mobile: 59% Desktop: 57%
58%
Search
Mobile: 57% Desktop: 57%
57%
Clarity & Anxiety
Mobile: 63% Desktop: 65%
64%
Product Listing
Mobile: 57% Desktop: 57%
57%
Distraction
Mobile: 81% Desktop: 81%
81%
Product Page
Mobile: 54% Desktop: 56%
55%
Presentation & Usability
Mobile: 71% Desktop: 56%
67%
Cart
Mobile: 76% Desktop: 76%
76%
Checkout
Mobile: 63% Desktop: 63%
63%

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Customer Centricity
Competitive Research
UX Roadmap
Designed to prioritize testing opportunities based on our P.I.E. rating:
USER EXPERIENCE | About User Experience

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Customer Centricity
Scroll Maps
UX Roadmap
Designed to prioritize testing opportunities based on our P.I.E. rating:
USER EXPERIENCE | About User Experience

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Customer Centricity
Heat Maps
UX Roadmap
Designed to prioritize testing opportunities based on our P.I.E. rating:
USER EXPERIENCE | About User Experience

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Customer Centricity
Scenario Testing
UX Roadmap
Designed to prioritize testing opportunities based on our P.I.E. rating:
USER EXPERIENCE | About User Experience

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Prioritization
Lowest Hanging Opportunities
UX Roadmap
Designed to prioritize testing opportunities based on our P.I.E. rating:
USER EXPERIENCE | About User Experience
Prioritize your testing pipeline based on economics and revenue impact

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USER EXPERIENCE | About User Experience

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Optimization Program
Form a Hypothesis!
How It Works
After understanding key areas to target within the
website, work in creating prospective designs that will be
tested against existing pages.
● Hypothesis - What is being tested and the effect
we’re expecting to see
● Who the target audience will be
● Estimated test duration
● A detailed list of what will be changing on the site
(with visual comps)
Test Plan

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Optimization Program
Conceptual Design
A detailed list of what will be changing on the site with
visual comps and designs that will enhance the user
experience.
Conceptual Design Example

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Optimization Program
Development & Build
How It Works
Using JavaScript and CSS, manipulate the structure,
appearance, and functionality of the front end of any site -
without the user even noticing.
Develop & Build in VWO

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Optimization Program
Quality Assurance
Multiple operating systems, browsers, and device
combinations to ensure your test is bulletproof to all of
your users.
● A rigorous pre-flight checklist to ensure maximum
success
Develop & Build in VWO

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Optimization Program
Launch & Reporting
After rounds of revisions for a given page or process,
combined with deep QA of mobile and desktop staging
environments, experiments are ready for deployment.
● 48-hour data validation period
● Statistical significance
● 95% is the magic number

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Optimization Program
Conclusion
PARTNER KICK-OFF CALL | Test Conclusion
VALIDITY
- Significant for Variation
- Significant for Control
- Inconclusive
HOST CHANGES
- Host for up to 30 days
TRAFFIC DIVERSION
- Divert all traffic to
significant variation
INTEGRATE
- Code deliverable
- Conclusion document

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Methods The Customer Lifecycle
Use the power of lifecycle marketing to send personalized, relevant, and
effective emails right when it’s needed.
Lifecycle

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Must Use Strategies

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Goal: Increase add to cart
and conversion rate on
product pages through
urgency messaging
Results: 11.83% increase in
conversion rate
Must Use
Strategy #1
CONTROL
VARIATION

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Goal: Increase conversion rate
by eliminating distractions
and improving usability
Results: By sending users
directly to the cart page after
a product add, we saw a 7%
conversion rate increase.
Must Use
Strategy #2
CONTROL
VARIATION

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Goal: Increase conversion rate by simplifying
checkout
Results: 7-figure impact to annualized
contribution margin
Must Use
Strategy #3
CONTROL
VARIATION

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Which Test Won?

28. SITE AREA: Category Page VERSION A

29. SITE AREA: Category Page VERSION B

30. And the winner is…..
Version B
Within this experiment we wanted to reduce friction in selection after scrolling by
integrating a sticky header capability. This functionality enhancement was
constructed using custom JS/CSS and delivery via VWO.
Performance improvement: 30% increase in category to product progression

31. (Single card vs. Grid View)
VERSION A
SITE AREA: Product Listing Page VERSION B

32. And the winner is…..
Version B
Results from this test support the hypothesis that a two column presentation
within product listing pages makes it easier for users to browse and find
products than a single column presentation.
Performance improvement: 10.58% increase in conversion rate

33. SITE AREA: Product Listing Page VERSION A

34. #3 SITE AREA: Product Listing Page VERSION B

35. And the winner is…..
Version B
The winning Variation ended up being the one that showed all package details
in a horizontal card, requiring less scrolling from users to compare packages.
These horizontal cards also split up packages more effectively, making it less
overwhelming.
Performance improvement: 19.42% increase in progression rate

36. SITE AREA: Checkout Summary VERSION A

37. SITE AREA: Checkout Summary VERSION B

38. And the winner is…..
Version B
By altering the presentation of the shipping expectations and delivery dates,
users gained more clarity into logistical questions, reducing users from
abandoning the checkout due to confusion, and ultimately led to an
improvement in checkout completion.
Performance improvement: 8.24% increase in conversion rate

39. VERSION A
SITE AREA: B2B Quote Module VERSION B

40. And the winner is…..
Version B
Our thesis was by altering the visual presentation, condensing the required
fields, and re-ordering form fields, users will complete the form at a higher rate.
The treatment in this experiment adds a global information bar where value
propositions can be better promoted.
In addition to the value propositions, we included a prominent call to action
button that also provided an additional opportunity for users to easily interact
with the free price analysis form.
Performance improvement: 28.41% increase in form submissions

41. SITE AREA: Personalization Module VERSION A

42. #8 SITE AREA: Personalization Module VERSION B

43. And the winner is…..
Version B
New functionality was created for the personalization process and there was
desire to run an A/B test to ensure the updates were beneficial. What we found
was that the updated personalization process and page layout was in fact
more effective than the new design that was existing.
Performance improvement: 20.92% increase in conversion

44. SITE AREA: Cart Functionality VERSION A

45. SITE AREA: Cart Functionality VERSION B

46. And the winner is…..
Version B
By adding clearer messaging when a user qualifies for free shipping, we
expected to see a positive impact on progression rate to checkout. In this
instance, this was not the case. However we did notice an increase in the rate
at which users start below the threshold and add products to cart and go
above the threshold.

47. #11 SITE AREA: Checkout Page VERSION A

48. #11 SITE AREA: Checkout Page VERSION B

49. And the winner is…..
Version B
By redesigning the checkout presentation to follow best practices and
presenting a more intuitive design we’re looking to increase the checkout
conversion rate across all devices. The statistically significant variation in this
test highlights the importance of simplifying the checkout form, as well as
displaying the order summary in a clear fashion.
Performance improvement: 11.77% increase in conversion

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✓ Fix your data first
✓ Prioritize customer insights
✓ Reduce “analysis paralysis”
✓ Measure in micro-conversions
USER EXPERIENCE | About User Experience
Final Takeaways

51. Continue the conversation with a totally, completely free strategy session designed for
immediate actionable results.
Get a Free Diagnostic Assessment
csmith@trinity.one
Thank you!! Email me for a copy of this presentation

52. Optimizing online engagements and experiences
Trinity | trinity.one
Questions?