Griffith-eCommerceCaseStudies
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This document provides summaries of several eCommerce case studies and best practices: - Wiltshire Farm Foods improved their website by removing clutter, providing visual feedback, using big buttons and clear links, and answering questions upfront to improve the user experience. - Website optimization testing involves dynamically testing key elements like copy, images and calls to action using A/B split testing or multi-variate testing to determine what drives conversions. - Successful eCommerce sites like Boden, Amazon and Etsy utilize sales funnels to guide users through the purchasing process with clear calls to action at each step. - Additional case studies overview how companies like Webtogs, Firebox, Asos,
Griffith-eCommerceCaseStudies
- 2. eCommerce Case StudyWiltshire Farm
- 3. Case Study: Wiltshire Farm Foods
- 8. Key Take-AwaysRemove Clutter – focus on key goals all the time Remove any obstaclesProvide lots of visual feedback Users know that actions have been successfulAdhere to affordance rules – make them obviousBig Buttons, Clear Large LinksAnticipate and Answer questions upfront Embed as part of user experienceKnit USPs in copy and images of siteEmphasise all your differentiators
- 9. Website OptimisationDynamically Testi key elements of siteTest Copy, Calls to Action, Images, PlacementThe $300,000,000 ButtonBoth Split (A/B) and Multi-Variate TestGoogle Website Optimiser or Proprietary toolsDefine and set up conversion pointsNeed to track and measure user actionsClear calls to action significantly augment optimisation goalsDon’t force user to think – TELL THEM WHAT TO DO
- 10. Test ProcessNever stop testing and tracking user actions on website
- 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
- 18. Enables variable testing of elements within single pages
- 19. Different copy text, form layouts and even landing page images and background colours together
- 20. Track combinations that achieve predetermined goalsSales Funnels
- 21. Boden
- 26. Micks Garage
- 32. Amazon Funnel
- 40. Webtogs
- 41. Etsy
- 42. Firebox
- 43. Asos
- 44. Naked Wines
- 45. Schuh