Griffith eCommerce Session

1. eCommerce Case Studies

2. eCommerce Case Study Wiltshire Farm

3. Case Study: Wiltshire Farm Foods

8. Key Take-Aways Remove Clutter – focus on key goals all the time Remove any obstacles Provide lots of visual feedback Users know that actions have been successful Adhere to affordance rules – make them obvious Big Buttons, Clear Large Links Anticipate and Answer questions upfront Embed as part of user experience Knit USPs in copy and images of site Emphasise all your differentiators

9. Website Optimisation Dynamically Testi key elements of site Test Copy, Calls to Action, Images, Placement The $300,000,000 Button Both Split (A/B) and Multi-Variate Test Google Website Optimiser or Proprietary tools Define and set up conversion points Need to track and measure user actions Clear calls to action significantly augment optimisation goals Don’t force user to think – TELL THEM WHAT TO DO

11. A/B Split Testing

12. Define specific site goals (sale, sign-up etc..)

13. Test two specific pages (typically high volume landing pages)

14. Commercial tools (Vertster) or Google Optimiser

15. Monitor which test is performing better

16. Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages

17. Multi-Variate testing

18. Enables variable testing of elements within single pages

19. Different copy text, form layouts and even landing page images and background colours together

21. Boden

26. Micks Garage

32. Amazon Funnel

38. Amazon Cart Functions

39. More Case Studies

40. Webtogs

41. Etsy

42. Firebox

43. Asos

44. Naked Wines

45. Schuh