E-commerce is a challenging industry; a saturated market and mass availability of goods to consumers means that successfully capturing customers has become less about the products you offer and more about the experience you deliver to each user.
- Keep shoppers focused with a prominent breadcrumb
One device for keeping shoppers focused is a site breadcrumb on all product pages. The breadcrumb gives users guidance on how to explore a set of products they’ve already shown interest in. Users that lack a focused path through an e-commerce site are less likely to convert to purchases so remember to test navigation methods like these at key points in the user journey.
- Confirm when shoppers add a product to their basket
- Prioritise your A/B tests wisely
Plan to execute a good mix of tests on different types of pages: the homepage and category pages, as well as product pages and the checkout funnel. Top of funnel tests, for example, will provide good insight on how changes along the path influence behaviour down-funnel. Likewise, tests that are closest to your primary conversion event give value because the goals assigned to such tests will most likely be aligned to key success metrics, and will enable you to more accurately communicate how variation changes create business value.
- Don’t just redesign; iterate and test
To streamline the tedious process of testing element variations one-by-one, consider grouping related elements in a multivariate test. The elements that you group should all have the same goal on the page (i.e. drive CTA click, encourage form complete, etc.). A multivariate test will run all possible combinations of variations to provide very specific insight into how elements do or don’t complement one another.
- Test when visitors need to register
A trend currently being witnessed in e-commerce is requesting the email address at multiple stages of the funnel, including at the end when a user has advanced to checkout. Email credentials are then requested to create an account instead of letting visitors complete a purchase as a guest. Additionally on mobile, try to avoid many steps or modals layered on top of your site experience. Instead, direct users to a page that has only one task: registration.
It’s important to note that every funnel stage, across every device, should be taken into consideration when optimising an e-commerce site. When executed correctly, optimisation can increase conversion rates and enable better and more effective A/B and multivariate tests to be carried out.
By Marie Despringhere, UK Country Manager for Optimizely