vwo + trininty insight + skis.com | checkout optimization webinar

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Checkout Optimization Best PracticesImprovement cultivated from a data-driven process


Agenda● Introductions

● Trinity Insight’s Optimization Methodology & Testing Process

● VWO Technology & Deployment

● Testing Results from Skis.com Checkout

● Recap of Learnings

● Q & A


Introductions

Skis.com - Leading online provider of adventure winter sports products and apparel

Scott TouchetteDirector of Technology

Trinity Insight - Optimization agency that specializes in driving traffic & increasing conversion for brands

Jeremy WeisDirector of UX Programs


We believe in continuous experimentation that presents the right experience, to the right user, at the right time. This enables us to strategically and intelligently evolve the overall user experience of every website we partner with.

Optimization Methodology

ANALYZE ENGINEER IMPROVE


Testing Process


VWO Technology and Deployment● Add a JavaScript snippet, one time, to any page you want to test.

● Create campaigns with a Point-and-Click editor or add your custom HTML/JavaScript.

● VWO offers A/B Testing, Split URL Testing, Multivariate Testing and more.

VISITORS

VWO

YOUR WEBSITEWEB PAGE LOADING...


Optimizing the skis.com Checkout FunnelTrinity Insight conducted 4 experiments within the skis.com checkout funnel.The areas that were experimented on include:

➔ Checkout Navigation A/B Test

➔ Checkout Trust A/B Test

➔ Checkout Forms Multivariate Test

➔ Checkout Shipping/Coupon Multivariate Test


Checkout Navigation A/B Test

Hypothesis: By removing both primary and secondary navigation, as well as search functionality, users will more readily focus on completing checkout. Increased visibility of customer service and trust messaging will help improve customer confidence, leading to an increase in checkout completion rate.

Variation conversion difference:+7.90%

Confidence Level:98.74%


Checkout Trust A/B Test

Hypothesis: By introducing highly visible trust and customer assurance images in close proximity to the checkout button, we are looking for an increase in conversion rate for this segment.

Variation conversion difference:+2.37%



Checkout Forms Multivariate Test

Hypothesis: By adding zip code lookup, credit card type auto-detect and displaying credit card and paypal payment options at the same time, there will be an increase in checkout completions.

Combination 6 (Zip Code Lookup) conversion difference:

+4.85%



Checkout Shipping/Coupon Multivariate Test

Hypothesis: By simplifying the visual appearance and options within the checkout page, minimizing customer distraction, there will be an increase in checkout completions.

Combination 4 conversion difference:

-2.43%



Recap of Learnings● 4 different “best practice” changes were tested

● 3 of the 4 experiments produced statistically significant positive results

● Alterations that are often deemed a “best practice” won’t always

correlate with every user across every website.

● Experimentation allows us validate our thoughts and ideas with data

before deploying the changes to all visitors.


Q & A time!


Thank you!For more information on how Trinity Insight can help you,

please email us at [email protected] orvisit our website at trinityinsight.com.

mailto:[email protected]

vwo + trininty insight + skis.com | checkout optimization webinar

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