Online advertising has evolved at an explosive rate. The basic static banner ads of the 90’s have been replaced with highly sophisticated, carefully targeted, wildly interactive cross-platform experiences. Testing the efficacy of these ads, however, has experienced no such evolution.
When Wal-Mart announced plans to use its retail locations to fulfill online orders last week, the media and business community broke into a collective game of word association. The word? Amazon.
If the $42.3 billion spent online this past holiday season has taught retailers anything, it’s that capturing customers—and their dollars—online is crucial.
As the shelf life of ecommerce sites gets shorter, it becomes harder for marketers to balance the latest trends while maintaining a seamless customer experience.
Brands that regard their websites as a primary revenue source have three distinct priorities: give customers an optimal experience, create loyalty and convert potentially passive browsers into active buyers.
It’s not a coincidence that experience and loyalty precede sales in this short priority list; the relationship between exceptional customer experiences and revenue growth is fairly direct. The better your website speaks to your visitors, the more loyal they will become and the more sales you will generate.
The good news is that customers can (and should) be very active in the optimization process. Through their clicks, page views, bounces, reviews and purchases, our online customers are offering us helpful feedback about their online experiences, in real time.
So what can you do with all this data?
Using A/B and multivariate testing to discover your problem areas is a great first step. In fact, if you’re running an ecommerce site without testing in place, you’re probably losing valuable conversions and dollars as you read this.
No matter where you begin, whether it’s with shopping cart funnels, homepage bounce rates, search or call-to-actions, testing different variations of elements encountered along the path to purchase — and deciding which ones produce the highest conversions — will begin... Read more