Testing Ideas For Ecommerce Websites

Common Testing Ideas for
E-commerce Websites
Optimizely 2013
A B
1 Friday, October 11, 13
Optimizely 2013
Table of Contents
About this Deck (2)
Homepage (3)
Search Results (12)
Category and Subcategory (15)
Product Page (20)
Shopping Cart (25)
Checkout Flow (30)
Broad Strategies (35)
Optimizely 2013
About this Deck
This deck provides Optimizely customers with a resource for learning about common
testing ideas on e-commerce sites.
The specic examples were chosen at random from Optimizely clients and non-
clients alike. The examples are purely a representation of what could be tested and are
not necessarily representative of actual tests that have been run.
No explicit test data has been shared without the explicit consent of the clients.
Optimizely 2013
Homepage Testing Opportunities
The following slides highlight common optimization ideas for homepages.
Optimizely 2013
Search Box
What
Most search boxes simply read Search or have no
text at all.
Tests
Show text suggestive of the range of products
your site offers or the ways search can be used.
Test showing a search CTA and the value of an
icon CTA vs. a word CTA.
Test Benets
Easy to setup
Low risk
Easily targeted to any page on your site
Potential Impact
Increase product page views and conversion by
driving users to products faster
Increase average order value by highlighting
products not previously considered.
Consider
If your search results page is not strong but is
schedule for a revamp, this is a great test to see if
you can drive more users in that direction.
Alternate Concepts
Common Default
Product Specic
Inspirational
Functionality-focused
Optimizely 2013
Scrolling Banners and Hero Images
Alternate Concepts
Common Default
What
Many scrolling banners span the width of the page,
move too quickly, make it hard to navigate between
them and have inconsistent placement of the CTA
between images.
Tests
Eliminate auto-scroll through the hero
Increase the prominence of hero navigational
controls with color, location or hover states
Reduce the hero to 2/3 width and show other
top content above the fold
Grid layout of images instead of single image
Use of javascript scrolling banners instead of Flash
Product images vs. Lifestyle images
Potential Impact
Reduce homepage bounce rate
Increase awareness and click-through on
important hero messaging
Consider
There may not be an increase in hero click-through
but be aware of changes to other key metrics down
the funnel.
If your hero content will be changing during the run
of the test, consider how this may impact certain
metrics. (For example, prominent sale messaging
during the second week of the experiment may
drive a conversion rate increase that week but a
decrease in average order value.)
Finally, consider targeting your hero content or
layout based on previous on-site behaviors
(categories visited, product page visited, item
currently in cart etc.).
Easy navigation
Consistent CTA location
No rotation
Centered hero
Text promos on left
Grid layout, small images on
right
Difcult navigation
Fast rotation
Inconsistent CTA location
Optimizely 2013
Scrolling Banners and Hero Images - Examples Continued
Alternate Concepts Continued
No rotation
Simple CTA links
Simple CTA link
Clear navigation
Content on right
Lifestyle image
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Category and Navigation Repetition
What
Many homepages use the space below the hero to showcase special
offers and featured products, much of which is likely to be ignored in favor
of a user clicking the top-level navigation.
Tests
Showcase category content
Varying amount of text to describe categories (simple title vs. title and
description
Clear and highly noticeable hover state to increase a feeling of
interactivity
Special offers
Individual
products
Common Default
Potential Impact
Reduce homepage bounce rate
Increase in AOV as additional products/categories are considered
Consider
What are your top user paths from the homepage? If its interaction with
certain navigational elements, test showcasing those outside of the
navigation.
Alternate Concept
No hero (top and
side banners instead)
Special offers below
categories
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Category and Navigation Repetition - Examples Continued
Alternate Concepts Continued
Category images
Clear category
labeling
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Brand Differentiation
What
Many sites do not make clear what they do or why
they are different. Simply because a user has landed
on your site, doesnt mean theyre convinced they
should buy from you.
Tests
Test an alternate tagline or marketing slogan
Make tagline more prominent by your logo
Explicitly state your value props
Test Benets
Easy to setup - start with adding text
Low risk - A/B testing is the simplest and cheapest
way to test slogans and taglines
Easily targeted to any page on your site
Potential Impact
Increase conversion
Consider
You may not get statistically signicant results with
this test - particularly if you only target it to the
homepage which is far removed from your ultimate
conversion event - but measure other metrics which
can tell you if youre moving in the right direction.
For example, an increase in product page views or
time on site when you have a price point
differentiation tagline may lead to a variety of other
tests focused on price messaging.
Alternate Concepts
Common Defaults
Tagline not focused on price differentiation
Tagline hard to read
Opportunity to communicate how the
service works is missed
Scope of offerings and price
value made clear
Tagline with clear explanation, directly above a link to learn more -
great for sites with lots of organic, non-branded terms
Site has six layers of navigation above the hero images. Value props (Free
Shipping, International Shipping, No Hassle Returns) can easily be missed.
Optimizely 2013
Targeted Content
Alternate Concept
User has previously visited
Maternity, the Maternity
hero display on default.
Common Default
User has previously visited
Maternity, but that content
does not display on default.
What
Dedicate a section of the homepage to serve
targeted content based on pre-dened criteria. This
may be based on buckets of search terms, geo-
location or previous on-site behavior.
Tests
Location of targeted content (e.g. above/below
the fold, main hero vs. sidebar etc.)
Specicity of targeted content (e.g. target with
product image vs category image)
Test Benets
Moves your site in the direction of
personalization - opportunity to take your testing
to the next level
Potential Impact
Increase conversion
Increase RPV
Consider
Start with a simple targeted test that will get a lot of
trafc. This may be a common organic search term,
or reading a cookie that was set based on a user
visiting a section of your site.
Optimizely 2013
Search Results Testing Opportunities
The following slides highlight common optimization ideas for search results pages.
Optimizely 2013
Sort Order
1
What
Many sites default their search results to Featured
Items. This doesnt communicate to the user
anything meaningful about the way the resuls are
shown.
Tests
Default to a user generated search order like top
rated, most popular or best sellers.
Default based on price (low to high or high to
low)
Default based on recency like New Arrivals
Test Benets
Easy to setup - with a bit of simple code (or
possibly a redirect to a different URL), there is no
change to the layout of the page
Potential Impact
Increase in conversion
Increase in product page views
Decrease in bounce rate
Increase in searches
Common Default
Defaults to Featured Items
Default to...
Price (low to high)
Price (high to low)
Customer Top Rated
Best Sellers
New Arrivals
Optimizely 2013
Expanded vs. Collapsed Filter Options
1
What
Many sites default to showing all their lters on the
left side of their page expanded. This makes it
difcult to see the ltering options available or to
notice the most important ltering options.
Tests
Defaulting to all the lters collapsed
Defaulting to some (but not all) of the lters
collapsed - only showing the most commonly
used ones expanded
Changing the order of the ltering options to
make the most important ones show at the top.
Test Benets
Easy to setup - with a bit of simple code (or
possibly a redirect to a different URL), there is no
change to the layout of the page
Potential Impact
Increase in product page views
Decrease in bounce rate
Increase in searches
Increase in interaction with lters (bringing
broader awareness of product offerings)
Common Default
Only one main ltering option is
shown above the fold with
many sub-categories shown.
Alternate Option
All the main ltering options are
shown above the fold and none
of the sub-categories are
displayed.
Optimizely 2013
Category and Subcategory Testing Opportunities
The following slides highlight common optimization ideas for category and subcategory pages.
Optimizely 2013
Image Size
Common Default
The subcategory page has ve images across.
What
Subcategory pages that show a grid of images often are too small make out any
detail for the individual products, requiring users to click through to the product
page to determine if theyre interested.
Tests
Test using larger images so the product details can be more easily made out.
Potential Impact
Fewer product page views per session but more subcategory page views and
a higher conversion rate
Alternate Concept
The subcategory page has larger images and shows only three
per row.
Consider
This may be a technically difcult test if done on every subcategory page of the
site. But a simple way to do a test like this is choose one subcategory, or even
simply the rst page of a subcategory, and manually code that page with larger
images. If you get a higher conversion rate on those products, this may be a sign
that its worth trying on other subcategories in a more automated fashion.
Optimizely 2013
Descriptions
Common Default
The subcategory page has no descriptive text for any of the
products.
What
Theres a balance between having too much clutter on the page and
providing a bit of extra detail that might entice viewers to take a closer
look.
Tests
Add a bit of detail, either product description, or specication details
(sizes and measurements material types etc.).
Potential Impact
Fewer product page views per session but more subcategory page
views and a higher conversion rate.
Alternate Concept
The subcategory page has the rst part of the description
from the product detail page and a read more link.
Consider
This may be a technically difcult test if done on every subcategory page
of the site.
But a simple way to do a test like this is choose one subcategory, or even
simply the rst page of a subcategory, and manually code that page with
the rst part of the descriptive text. If you get a higher conversion rate on
those products, or a higher product page view rate on those products, this
may be a sign that its worth trying on other subcategories in a more
automated fashion.
Optimizely 2013
Compare
Common Default
The compare box is far from the image and the
last item before the price.
What
If your site offers the option to compare products, this can be a signicant tool
to help users make decisions on products with many details.
Tests
Move the Compare button closer to the product image.
Change the text to read Compare Products.
Add hover state text that explains how it works (e.g. Select up to three
products to compare features.)
Make the Compare text larger
Potential Impact
Increase in conversion rate
Increase in Compare feature use
Alternate Concept
The compare box is immediately below the image.
Test Benets
This is a relatively easy test to setup and apply to a wide variety of pages.
Consider
If youre applying this to a variety of category or subcategory pages, make sure
those pages are all using the Compare feature and have the same basic
template.
Optimizely 2013
FAQs and Buying Guides
Common Default
The FAQs, Buyi ng Gui de, and
customer service phone number are
in the far corners of the page and
not likely to be noticed. (FAQs and
Buying guide link are below the fold.)
What
If your site sells products that require a signicant amount
of research prior to making the purchase, test giving more
prominence to FAQs, buying guides and customer service
features.
Tests
Move the FAQs, Buying Guides or other support options
higher on the page above the results lter.
Move the support options as a row between the
product rows to make them obviously noticed after the
user has scanned the rst products.
Potential Impact
Increase in conversion rate
Increase in time on site
Increase in return visitors as users think of your site as an
industry expert and a place to start their research
Test Benets
Depending on your site, this should be very easy to set up
using only the Optimizely visual editor using the
rearrange drag and drop functionality.
Consider
Even if your site doesnt have extensive buying guides, test
the prominence of your help features and any FAQs you
may have. If youre considering creating content like buying
guides, this will give you the data to support your case for
prioritizing those efforts.
Alternate Concept
Need more help?
Call us!
1300 000 500
The FAQs, Buyi ng Gui de, and
customer service phone number are
placed high on the page. Users will
still be likely to nd the Narrow
Results option because they are
used to nding this in the left column.
Optimizely 2013
Product Page Testing Opportunities
The following slides highlight common optimization ideas for product pages.
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Imagery
What
Every product page has product images. But not every page has lifestyle
image which can help communicate additional information (such as size
and t, common uses) and provide inspiration.
Tests
Add lifestyle images in the primary image area
Add lifestyle images in the description area of the page
Common Defaults
One product image
is shown for two
different product
colors. Product is
not shown in a
lifestyle context.
Multiple product
images are shown
including two
lifestyle images in the
product description
area.
Test Benets
Learn if users are motivated by lifestyle imagery and test this concept in
other places on your site
Test on many pages or only a few pages
Potential Impact
Increase conversion
Increase time on site
Alternate Concept
Optimizely 2013
Related Products
What
Finding the right balance of showing related products and not distracting
users with too many options (creating FUD - Fear, Uncertainty, Doubt) is
unique to your product offerings and your site. This makes it a great test.
Tests
Remove showing related products
Show fewer/more related products
Test alternate algorithms (higher/lower price point, same/different brand
only, highly rated etc., users who viewed vs. users who bought)
Common Defaults
Users are shown
competing products
immediately by the
description of the
product page they
are currently on.
Competing products
are removed and
only People who
bought also
bought... is shown
low on the page.
Test Benets
This test can easily be done using Optimizelys visual editor.
Potential Impact
Increase conversion
Consider
What works for one product category may not work for others. Create
segments to determine what types of products users are converting on
most or run this as multiple test at separate times on different categories.
Alternate Concept
Optimizely 2013
Free Shipping
Common Defaults
Free Shipping is displayed
above the navigation and
below the product details
as part of the generalized
value props.
What
Free shipping is regularly shown to signicantly affect
user behavior. Before you optimize your offers based on
price, make sure users are seeing the offer in the rst
place.
Tests
Increase Free Shipping prominence by displaying it in
the product details
Duplicate the same look and feel for the generalized
message as for the this product qualies message
Test various price points
Test adding a shipping logo instead of simply text
Test Benets
This test can teach you how promotional offers can
impact user behavior (do users spend more or convert
more to get special offers) and its also easy to setup.
Potential Impact
Increase in average order value (AOV)
Increase in revenue per visitor (RPV)
Consider
Consider creating conversion goals for multiple price-
points. For example, does your free shipping offer work
best for users who are buying over a particular dollar
amount?
Also, if your site doesnt currently show (on the
product page) when a product qualies for free
shipping, using a bit of custom javascript, you add this
functionality in with Optimizely and measure its impact!
Alternate Concept
The same Free Shipping
style shown above the
navigation is shown
immediately below the
price in the product details
area.
Optimizely 2013
Ratings and Reviews and Testimonials Prominence
Common Defaults
The ratings and reviews
content may be difcult to
notice since its surrounded
by a lot of other content.
What
The prominence of ratings, reviews or even user
testimonials (on ecommerce but non retail sites) can
strongly inuence users behavior for certain types of
products. Make sure this content gets noticed.
Tests
Move ratings and reviews content closer to the price
Add hover states to the ratings so it feels more
interactive and may be noticed on incidental hovers
Use larger ratings and reviews stars
Make testimonials stand out by adding large quotes
or other stylistic changes
Make testimonials stand out by adding a users image
Test Benets
This test can often be done by moving existing
elements around on the page using the visual editor.
Potential Impact
Increase in average order value (AOV)
Increase in revenue per visitor (RPV)
Consider
Try an extreme version with very large review stars.
Create segments for products with no reviews, low
reviews, medium reviews and high reviews (based on
star ratings).
The goal of this is to see if interaction with reviews
goes up and by segment how the more prominent
version affected conversion.
Alternate Concept
The ratings and reviews
content is immediately
below the price in an area
that almost all users eyes
are likely to look. The
content is also given its own
tab at the top of the page.
Optimizely 2013
Shopping Cart Testing Opportunities
The following slides highlight common optimization ideas for shopping cart pages.
Optimizely 2013
Checkout Button
1
What
Users who arrive on the shopping cart page are
doing only one or two things: reviewing their cart to
conrm they have the right items in the right
quantities (and making changes if they dont), and
moving on to the checkout page.
In short, the shopping cart page is about usability.
The most usable pages dont make the user think.
Having an obvious checkout button that draws the
users attention is key.
Tests
Use a button color that stands out (its ok if its a
bit off brand - as long as it stands out)
Provide more empty space around the button
Use a larger button and text
Show checkout buttons above and below the cart
to make them easy to nd
Add a hover state to the button to make it stand
out
Test Benets
Easy to setup - image buttons can easily be
replaced, HTML-based buttons can modify their
color with basic CSS
Close to your nal conversion event, small lifts
can translate to big ROI
Potential Impact
Increase conversion
Consider
Not every small change on this page will make a
difference for your ultimate conversion event. But if
you move more people into the checkout ow,
youre probably on the right track.
Common Default
The checkout CTA is the
same color as the top
navigation.
Alternate Concept
The checkout CTA is a
contrasting color to the rest
of the page. There are a
variety of things that could be
optimized on this button and
page but if nothing else, the
button immediately stands
out.
Optimizely 2013
Promo and Coupon Code
1
What
When there is an empty eld - particularly on pages
where users need to take some kind of action -
users attention becomes focused on it and will often
search the web for a coupon code which takes
them away from your site resulting in a lower
conversion rate.
Hiding this eld behind a link preserves the essential
functionality for users who genuinely do need to
enter a code, but does not distract users who dont
have it.
Tests
Hide the eld behind a link and expose the eld
when the link is clicked
Remove the CTA associated with the promo
code eld and capture the coupon details on the
next page
Test Benets
No backend manipulation is required if the eld is
simply hidden behind a link
Potential Impact
Increase conversion
Decrease page bounce rate
Consider
If possible, try testing the page within the checkout
ow that is optimal for displaying the coupon code.
The example here shows it on the shopping cart
page but it may be better to have it on the payment
page when a user is more deeply committed to
buying from your site.
Common Default
The coupon code eld is
exposed and has a prominent
CTA alongside it.
Alternate Concept
The coupon code eld is
hidden behind a link. When
the link is clicked, the eld and
the CTA are exposed.
Optimizely 2013
Recommended Products
1
What
Related, or recommended products are often shown
on the shopping cart page. Depending on the
products in the cart and what your business sells,
this may make sense.
But it may also distract the user from completing
their purchase or even confuse them if theyre trying
to conrm what items they are about to purchase.
Tests
Remove related products altogether
Show products only within a certain price range
(usually lower works better)
Show products only from different categories
than what is in the users cart
Clearly label the recommended products as
Related items or Users also bought
Test Benets
If you add nuanced segments based on average
product price (in cart), total cart value, product
categories etc., you have the ability to gain in-
depth insights into the patterns and behaviors of
your users. For example, High spenders , buying
electronics, over $300, are likely to add on
products when presented with electronic
accessories but users spending less than $50 are
not.
Potential Impact
Increase conversion
Increase average order value (AOV)
Consider
There is tons of opportunity for personalization and
targeting based on the results of these types of tests.
Common Default
Recommended
products within the
same product category
are shown in the right
sidebar.
Alternate Concept
Only one recommended
product is shown and it is
not a related product.
Optimizely 2013
Continue Shopping
1
What
Users are often given multiple options on the
shopping cart page that drive them away from
checking out. There is a balance between giving
users options and suggesting new products and
driving users towards the primary goal. Test your site
to see what works best.
Tests
Remove the top navigation and replace it with a
continue shopping or return to shopping link
Keep the top navigation but remove the
continue shopping CTA next to the checkout
button
Test Benets
Easy to setup
Potential Impact
Increase conversion
Increase revenue per visitor (RPV)
Consider
What other distractions do yo have on the shopping
cart page that may be driving users away from the
primary goal?
Common Default
Alternate Concept
The top navigation is shown
and immediately to the left of
the checkout button there is a
continue shopping button.
The top navigation is not
displayed but is replaced with
a << Continue Shopping
link. The continue shopping
link that previously displayed
to the left of the checkout
button has been removed.
Optimizely 2013
Checkout Flow Testing Opportunities
The following slides highlight common optimization ideas for checkout ows.
Optimizely 2013
Sign In or Guest Checkout
1
What
Once the user has indicated he is ready to
checkout, the last thing you want to do is make
them believe they must sign up for an account. Even
if your preference is to have them sign up, a
conversion without signing up is better than no
conversion at all.
Tests
Exposing only elds for one section
Do not expose elds or a CTA for any section
until the user has made a selection, then expose
elds and a single CTA
Listing easy-to-read value props
Use a title at the top that makes it clear the user
has a choice (e.g. Begin Checkout: Select an Option
Below)
Display choices left to right or top to bottom
Test Benets
Results are fairly clear-cut - users either advanced
down the funnel at a higher rate or they did not
Potential Impact
Increase conversion
Common Default
Exposed sections show all their
elds.
Guest checkout is hidden.
Alternate Concept
Only one section shows elds.
Clear value props are listed for
each section.
Optimizely 2013
Hiding Unnecessary Fields
1
What
Which of the forms on the left would you rather
complete? Forms equal work. When a user sees a
bunch of elds it can be overwhelming. However on
shipping and billing pages, users often are entering
the same information twice.
Instead of forcing the user to make a selection
indicating their information is the same, force them
to make the selection only if their information is
different. This will reduce the likelihood of the user
feeling overwhelmed and abandoning.
Tests
Select the shipping same as billing checkbox by
default and hide the elds
Potential Impact
Increase conversion
Consider
This test does not have to involve backend coding
changes.
With a bit of custom javascript code entered in
Optimizely, the elds can simply be hidden. As the
user enters information in the Billing section, the
information will also be entered in the Shipping
section. Then, if the user deselects the same as
checkbox, the information is removed and the user
can enter fresh information.
Common Default
The same as box is not
selected by default and all
the shipping elds are
exposed.
Alternate Concept
By default, the same as
box is selected and the
elds are hidden from
view.
Optimizely 2013
Hiding Unnecessary Functions
What
Much like an empty form eld, when users see a
drop-down menu, they often think they need (or
feel compelled) to interact with it. If you have a
shipping cost estimator or similar functionality, those
can drive users away from converting.
Tests
Hide the shipping cost estimator behind a link
Move the shipping cost estimator functionality
deeper into the funnel
Test Benets
By preserving functionality on the page, no
backend changes are required to run this test.
Potential Impact
Increase conversion
Common Default
Users can estimate
shipping costs here but
this is not actually where
they select the shipping
method.
Alternate Concept
All the functionality is the
same but it is hidden
behind a link.
Optimizely 2013
Key Messages
What
What are the most important messages for users to
read in your checkout funnel? Do you know if
theyre reading them? Are they obvious and easy to
see? Are they located in the right place? Test making
the messages in your funnel more prominent.
Tests
Use larger text for messages
Place a box around the message or add a graphic
(perhaps showing an ! to indicate importance)
Move it earlier or later in the funnel
Test Benets
Easy to run - minutes to setup
Potential Impact
Increase conversion
Consider
A messaging test like the example shown not only
helps you x a potential usability problem, but it
helps you better understand the fears, uncertainties,
and doubts users may be having on your site.
In this example, its a travel site that allows you to
book a vacation home directly from the owner. If
this alternate concept were to win, it might signal
that showing additional trust messaging elsewhere
on the site or within the conversion funnel might
lead to an even higher conversion rate.
Common Default
The message is
gray and hard to
read.
Alternate Concept
The text is black,
large and easy to
read.
Optimizely 2013
A successful testing program relies on more than just a few good ideas.
Your organizational structure, the metrics you use to evaluate success, and your ability to
prioritize your teams efforts, will affect how much testing positively impacts your business.
The following slides highlight what has worked for a number of e-commerce clients.
Make Testing Work
Optimizely 2013
E-commerce Metrics
These are the most common testing metrics for e-commerce sites and the pages likely to
impact those objectives. These should be measured with every test.
Description Key Pages Key Pages
Conversion Rate
Percentage of site (campaign) visitors who make a
purchase
Checkout Funnel
Product Pages
Category Pages
Homepage
RPV
Revenue Per Visitor (RPV) - average revenue from
each visitor to the site
Product pages
Homepage
Checkout Funnel
Steps
Each step (checkout, shipping address, billing address,
payment, etc.) within the checkout funnel.
Checkout Funnel
Add to Cart Rate
Percentage of site (campaign) visitors who add a
product to their carts
Homepage
Product Pages
Category Pages
Product Page
Views
Number of product page views - measured either as
an average number per session or a percentage of
users who view at least one product page
Homepage
Product Pages
Category Pages
Category Page
Views
Number of category page views - measured either as
an average number per session or a percentage of
users who view at least on category page
Homepage
Product Pages
Category Pages
Optimizely 2013
Where to Start?
Ultimately, every page with reasonably high trafc should be tested. Here are some things to
consider.
Benets Things to Consider
Homepage
Entry point to your site, sets the tone for your brands
value and sites offering
High trafc volume
Far from purchase event - trafc not yet
qualied
Consider metrics beyond purchases to judge
success (product page views, add to carts etc.)
Category/
Subcategory
Pages
Page has ability to turn unqualied trafc (browsers)
into qualied trafc (buyers)
Ability to set a cookie for users broad interests for
future targeting
Somewhat far from purchase event
Consider testing manual changes on one category
page before running on all
Product Page
Sweet spot of high trafc volume and qualied trafc Not all changes will work across all products, be
aware of varying page templates used
Shopping Cart
Tipping point - the right offer (free shipping, discounts
etc.) can make the difference
Last (good) opportunity to up-sell - experiment to
see what works with your site
Checkout Funnel
Users are highly qualied
Even small conversion lift directly correlates with
revenue
Low trafc volume means tests may need to run
longer
Focus on usability and few distractions
Optimizely 2013
Testing Team
Optimizely 2013
Every business is different and so is every team. Your team may have one person who performs
a variety of functions or many people who each perform a very specic function. Whatever the
case, the following represent the key roles and competencies in any successful testing program.
Testing Team
Optimizely 2013
Testing Team
Testing Program Manager
This person is the primary person who
manages testing effor ts. This person
prioritizes test order, coordinates resources,
understands how to interpret test results,
and ensures the Executive Sponsor receives
regular and timely updates on test results.
Optimizely 2013
Testing Team
Executive Sponsor
This person is usually a VP or Executive
Director. This person is not typically involved
in day-to-day testing decisions but believes
testing and data-driven decision-making
should affect business decisions and is
curious to see test results on a regular basis.
Optimizely 2013
Testing Team
Designer
This person is usually someone with
usability and/or graphic design experience.
His or her ability to create subtle to
signicant stylistic changes can help create a
variation that works. Alternate button
image, navigation style, or a new icon or
image all can have a signicant impact on
how users use your site.
Executive Sponsor
Optimizely 2013
Testing Team
Developer
This person is extremely comfortable with
HTML and CSS and also has a strong
understanding of javascript. He or she can
efciently manipulate code to implement
more complex experiments when using the
more advanced functi onal i ty of the
Optimizely platform.
Designer
This person is usually someone with
usability and/or graphic design experience.
His or her ability to create subtle to
signicant stylistic changes can help create a
variation that works. Alternate button
image, navigation style, or a new icon or
image all can have a signicant impact on
how users use your site.
Executive Sponsor
Optimizely 2013
Small, Big, Small (Again)
Start with small iterative changes and concepts. Many of the changes highlighted in this deck
are small changes and may represent quick wins. But dont be afraid to Go Big with a
larger redesign and then Go Small Again to iteratively improve upon that.
Targeting
Testing can involve more than just visual changes. Test displaying targeted content or layouts.
Targeting can be based on geo-location, cookies (based on the users account type, pages
visited etc.), referrer, browser etc.
Test Concepts
Dont worry if the exact version youre testing is exactly how you would implement it if you
were doing it permanently. Get your tested version close enough to validate the concept.
Then, test again. For example, if you want to test if larger images have an impact, start by
hardcoding larger images on a few key pages. If that has an impact, you now know its worth
your design or development teams time to create the process of automatically pulling in the
larger images across all pages.
Broad Strategies
Optimizely 2013
Thank You!
Thank you for making Optimizely the worlds number one A/B testing platform!

Testing Ideas For Ecommerce Websites

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