CRO/CXO, Experiments and A/B testing have gained a lot of traction in the last years, hopefully also within your company;
When optimizing, a lot of commerce teams seem stuck experimenting with minor frontend changes like tekst, images or layout.
While still valuable to do this, you could benefit much more from the experimentation mindset when applying this to not just your frontend, but to across all aspects of your business
Guido shows you how using Packaged Business Capabilities can give your commerce team the freedom to do just that.
6. To give you some context…
Guido X Jansen
Global Business & Technology Evangelist @ Spryker
● Applied Cognitive Psychologist
● Working in E-com & Conversion Optimization (CRO) since 2008
● Ran 1000+ experiments
● Build several international CRO teams at Ecom merchants
● Won the individual Experimentation Culture Award in 2020
● Host of the CRO.CAFE Podcast
gui.do/linkedin
@guido
21. Small vs Big: Validation types
Classic A/B test
Small = single change
Classic Split-URL test
Big = Multiple changes all at once
Classic Multivariate testing
(MVT)
22. Small vs Big: Impact
source:
.org
+4.3%
Median Impact from
376 “Small” experiments
+15%
Median Impact from
43 “Big” experiments
Database of 419 Experiments
23. Small vs Big: Required Sample Size
4.3
162,289
15
13,533
Small test
Big test
source:
EvanMiller.org
24. Small vs Big: Test Duration
Duration of 3 small A/B tests (4.3% compounded to 13.5%)
Duration of 1 big A/B test (15%)
973.734 sample size
27.066 sample size
29. Big Example: Amazon product page redesign
Full case: https://goodui.org/leaks/amazons-beautifully-designed-and-failed-three-vs-two-column-layout-experiment/
Version B
Rejected
30. Big Example: Netflix homepage redesign
Full case: https://goodui.org/leaks/netflix-rejected-all-these-tested-homepage-variations-perhaps-this-one-will-help/
Version B
Rejected
32. Increase your probability for success
● Combine small and big tests
○ Run small experiments for Cause-Effect
○ Run big experiments for big impact
● Apply patterns that worked before
○ GoodUI.org Leaks & Patterns
○ Extrapolate your own successful patterns
○ Properly document your own experiments
33. Example: Thomasnet.com Signup Page UI Changes
Full case: https://goodui.org/blog/6-signup-form-ui-changes-with-17-more-signups-for-thomasnet/
Test result details
+17%
Signups
source:
.org
34. Example: KensingtonTours.com 12 landingpage changes
Full case: https://goodui.org/blog/12-landing-page-patterns-for-42-more-leads-on-kensingtontours.com/
Test result details
+42%
Leads
source:
.org
35. Increase your probability for success
For Cause-Effect
Run Small Experiments
For Biggest Impact
Run Big Experiments
36. Build pattern prioritization feedback loops
Prioritize based on and adjust weights based on your own test outcomes.
Device
Page type
Metric
Tag
…
Template available > DM me!
39. Business Capabilities & Features to A/B test
Cross-sell &
Upsell
Catalog
Management
CMS
Internationalization
Discounts &
Promotions
Cart
Gift Cards
Checkout CRM
Company
Account
Back Office
Forms
Order Management
Search & Filter
CMS
SEO
Payment
Personalization
Mailing &
Communication
Media
Management
Navigation
Multi-
Channel
Technology Partner Integrations Wish List
Workflow & Process
Management
Product
Management
Payments
Tax
Shipment Ratings & Reviews
Shopping List
Frontend
Frontend
Price
40. How enables you to do this
Spryker Cloud Commerce OS is a B2B,
B2C and marketplace solution renowned
for its ease of use, flexibility, and speed.
Fully modular system
● 120+ Features
● 30+ Business Capabilities
Spryker.com
41. Spryker solution partners that can help you run BIGGER experiments
40+ Solution
Partners @
Spryker.com
50. Intro
"Stop running minor frontend experiments: experiment with ALL your business capabilities!"
or "Still A/B testing your buttons? You need to think (much) bigger..."
● CRO/CXO, Experiments and A/B testing have gained a lot of traction in the last years, hopefully also within your company;
● When optimizing, a lot of commerce teams seem stuck experimenting with minor frontend changes like tekst, images or layout.
● While still valuable to do this, you could benefit much more from the experimentation mindset when applying this to not just your
frontend, but to across all aspects of your business
● Guido shows you how using Packaged Business Capabilities can give your commerce team the freedom to do just that.