Toni Anicic: Conversion Rate Optimization for Magento in the Age of Responsive
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The document discusses conversion rate optimization (CRO) techniques for Magento websites, including A/B testing various elements of the site to improve conversion rates. It provides examples of elements that can be tested, such as checkout page design and product recommendations, and outlines a six-step CRO process of identifying issues, formulating hypotheses, implementing tests, and analyzing results. The document also notes that CRO techniques for improving the user experience may not always align with search engine optimization best practices.
Toni Anicic: Conversion Rate Optimization for Magento in the Age of Responsive
- 1. Toni Anicic Conversion Rate Optimization for Magento Meet Magento Poland 2014 in the Age of Responsive
- 2. What is conversion rate optimization? When we say “conversion rate optimization” we usually mean A/B testing to establish which variation achieves more goal completions. KPI relevant for the test is the goal and it doesn’t necessarily have to be the eCommerce conversion rate. Meet Magento Poland 2014
- 3. A/B Testing (Split Testing) Meet Magento Poland 2014
- 4. Meet Magento Poland 2014 Multivariate Testing
- 5. The conversion rate optimization process in 6 steps Meet Magento Poland 2014
- 6. Identify an issue / Ask a question Why are so many visitors exiting the website on the “Cart” page? Meet Magento Poland 2014
- 7. Construct a hypothesis Visitors are leaving to find a coupon code since they saw an “Apply coupon code” field on the Meet Magento Poland 2014 “Cart” page
- 8. Invent treatments Putting a “How can I get a coupon code?” link next to the “Apply coupon code” field will reduce the amount of website exits from the “Cart” page Meet Magento Poland 2014
- 9. Find the best KPIs to set as goals The amount of website exits from the “Cart” page Meet Magento Poland 2014
- 10. Implement the test using a split testing software Create an A/B test with control version (no change), treatment A with one text, and treatment Meet Magento Poland 2014 B with another for example
- 11. Analyze the data and implement Meet Magento Poland 2014 conclusions
- 12. And then came responsive Meet Magento Poland 2014
- 13. Meet Magento Poland 2014 Other?
- 14. 6 things to A/B test on Magento in the age of responsive Meet Magento Poland 2014
- 15. Meet Magento Poland 2014 Checkout Onestep checkout VS Onepage checkout Checkout page design, layout and distractions Copy on checkout page
- 16. Meet Magento Poland 2014 Cart Removal of distractions Copy on cart page CTA
- 17. Product relations Related, upsell, cross-sell recommendations Related, upsell, cross-sell design and placement Meet Magento Poland 2014
- 18. Product pages Removal of social sharing icons and other distractions Meet Magento Poland 2014 Add to cart button Tabs
- 19. Navigation Meet Magento Poland 2014 What goes into main navigation Design and placement of navigation
- 20. Category pages Show more or fewer items per page Meet Magento Poland 2014 Sort by price? Sort by name?
- 21. Meet Magento Poland 2014 CRO vs SEO Awesome for users != Awesome for search engines
- 22. Meet Magento Poland 2014 CRO vs SEO • Homepage • Default layered navigation • Headings • Internal linking structure and anchor texts
- 23. Where is the ROI in CRO? Meet Magento Poland 2014
- 24. ANY QUESTIONS? Meet Magento Poland 2014
- 25. THANK YOU! Toni Anicic, eCommerce consultant at Inchoo Meet Magento Poland 2014