cro case study - awa digital + northern parrots - awa presentation from the commerce exchange apr...
TRANSCRIPT
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Lynne Wright, AWA digital
Case Study:
Northern Parrots
8 April 2015
1
2
The old home page
3
The new home page
4
Tool Setup Diagnostic Triage™ Optimization
Plan Creative Execution
AWA Conversion System™
5
Tool set up
5
Tag container Split-testing tool
Online surveys Heat & scroll mapping
6
Use of the homepage
7
Getting to know your customers
Heather Annette
8
Survey: visitor intent
9
Survey: order confirmation
10 Add-to-basket ratio
Product
page
views
H
H
L
L
Underperforming
product
Remove or
replace
Winning
product
Bundling
opportunity
Look-to-book analysis
11
Survey: underperforming products
12
Remote moderated usability testing
13
What we learnt about Northern
Parrots‘ visitors
Heather Annette
14
PARK
YES
NO BUNDLE
High Impact
Weak evidence
Low Impact
Strong evidence
Triage™
15
High Impact
Low Impact
Northern Parrots Triage™
Value Proposition
Basket Page
Homepage Category Pages
Product Pages
Weak evidence
Strong evidence
My Favourites
Live Ticker
View Purchase History
Loyalty Program
Top Menu Search Box
Header
Emphasise Video
16
Optimization plan
17
Starting with a wireframe
18
Create wireframe and
copy
Gather feedback from usability testers
Design new webpage
Gather feedback from usability testers
Launch split-test
Report of results
Update Optimization
Plan
Involving users in the creativity
19
Final design for split-testing
20
Result: 34.7% RPV uplift on desktop
21
1. Don’t assume you know anything about your customer
2. Let the quantitative data guide where to focus your optimisation efforts
3. Use voice-of-customer tools as much as possible and ask the right questions
4. Get in the head of your customers – visit, talk to and listen
5. Prioritise ruthlessly – your time is too precious to waste on small-minded tests
6. Involve testers in the design and development of the split tests
7. Use a split test tool like Optimizely that allows you to quickly create a variation to test
Key takeaways
Find out more.
Follow this URL…
http://blog.awa-
digital.com/cro-case-
study-northern-parrots-
homepage 22