stop abandonment + recover revenue: retailer tips for online testing

© 2012 Webtrends, All Rights Reserved.

Stop Abandonment + Recover Revenue

Retailer Tips for Online Testing

© 2012 Webtrends, All Rights Reserved. |2

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 ...


Tactical & Infrequent = Value


Bridging Challenges


Leading thru Testing


Services Teamwork Wins


Optimizing Beyond Checkout


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


Making Checkout Easier


Improving Delivery Date Visibility


Showing “Pay with Credit Card”


Removing Pre-Checkout Roadblocks


From Troubleshooting to Lift: the iPad


Multi-Channel Shopping Drives Revenue


Suddenly…iPad Purchases Rapidly Decline


“Hovering” Blocks the Funnel

No-Hover State Hover State


Isolating the Problem


Throttling the Traffic

• Only iOS users

• 100% iPad traffic


What We Tested: Finding an Optimal

• Variation 1: Display color options all the time

• Variation 2: Do not display color options


Change Creates Lift


“Always Displayed” Creates Lift


Old Method


New Method: Across Laptops, Mobile, Tablets


Next Steps: More Mobile Testing and Optimization

Mobile BadgingDesktop Badging


In Conclusion…


Key Takeaways

1. Identify impactful places to test.

2. Let testing be an ongoing process.

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


Questions?

Q & A Session

Moderated by Bob Garcia

Webtrends

Bob Garcia

[email protected]

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

http://webtrends.com/shared/guide/Optimize-Top10Tips-Webtrends.pdf

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Thank You

stop abandonment + recover revenue: retailer tips for online testing

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