stop abandonment + recover revenue: retailer tips for online testing

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Stop Abandonment + Recover Revenue

Retailer Tips for Online Testing

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Introductions

Jason MillerVP of Technology Motorcycle Superstore

As VP of Technology, Jason leads a team responsible for all technical aspects of the company.

Motorcycle Superstore utilizes a custom in house e-commerce platform incorporating the customer website, product management, customer service and distribution / ERP management consoles.

Allen HarperUI / UX Dept. ManagerMotorcycle Superstore

As UI / UX department manager, Allen spearheads the user testing + UX optimization.

He’s been involved in web development since 2005, with a focus on enterprise-level e-commerce. He joined the Motorcycle Superstore team in the summer of 2011.

Bob GarciaOptimization Solution Dir.Webtrends

Bob is Webtrends’ optimization evangelist and is a regular speaker at industry events.

He joined Webtrends in 2009 during the acquisition of Widemile, a pioneer of site optimization technology and services. He’s also held roles at Macromedia and Netscape.

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Q & A Session –

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Testing Delivers ...

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Tactical & Infrequent = Value

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Bridging Challenges

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Leading thru Testing

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Services Teamwork Wins

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Optimizing Beyond Checkout

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Motorcycle Superstore…a Super-Retailer

• Selling online since 1999

• Top online retailer in motorcycle & power sports industry

• Ranked in top 10 of all sporting goods sites

• Ranked in Internet Retailer’s top 200

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Making Checkout Easier

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Improving Delivery Date Visibility

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Showing “Pay with Credit Card”

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Removing Pre-Checkout Roadblocks

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From Troubleshooting to Lift: the iPad

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Multi-Channel Shopping Drives Revenue

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Suddenly…iPad Purchases Rapidly Decline

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“Hovering” Blocks the Funnel

No-Hover State Hover State

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Isolating the Problem

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Throttling the Traffic

• Only iOS users

• 100% iPad traffic

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What We Tested: Finding an Optimal

• Variation 1: Display color options all the time

• Variation 2: Do not display color options

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Change Creates Lift

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“Always Displayed” Creates Lift

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Old Method

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New Method: Across Laptops, Mobile, Tablets

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Next Steps: More Mobile Testing and Optimization

Mobile BadgingDesktop Badging

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In Conclusion…

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Key Takeaways

1. Identify impactful places to test.

2. Let testing be an ongoing process.

3. Create lift through testing, segmentation, and targeting.

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Questions?

Q & A Session

Moderated by Bob Garcia

Webtrends

Bob Garcia

bob.garcia@webtrends.com

blogs.webtrends.com

@bob_garcia

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Related Resources –

Top 10 Tips – Optimizing the Conversion Funnel

Webtrends Solution Brief – Optimization for Retail

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November 29 – 9:00am PST

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