Shopping Cart Optimization:

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• Shopping Cart Optimization
• The Impact of Testing

Jessy Jex Associate Director, SWREG

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Why Test?

• Increase Sales
• Improve customer experience
• Quickly determine what does and doesnt work
• Challenge industry unknown best practices
• Consumer Behaviors are always changing

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Example 1 Security Messaging


X
X
X
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Example 2 Quantity Field
X

X

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Example 3 Multi-Step vs Accordian
X
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Example 4 Form Labels


X
X
X
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Example 5 Button Verbiage
X

X

X
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Example 6 Go Green
X
X

X
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Example 7 Remove Button
X

X

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Example 8 Cart Columns
X
X


X
X

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Example 9 Single vs Multi-Step
X
X
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Example 10 Payment Method Display
X
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Impact of Testing


33 Lift or 5.5 Increase!!

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Next Step Site Level Testing

• Shopping Cart is smaller percentage of your
  traffic
• Unclear buttons or links leading to cart
• Looking for price information
• Example Testing
• US, English Speaking
• Chinese, Non-English Speaking

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Testing for your Business

• Testing Methodology
• A/B Split Test low traffic (lt1,000 views per
  week), one test at a time, statistical knowledge
• Multivariate high traffic, multiple changes
  simultaneously, system driven variations and
  analysis
• A/B/A Testing diverse traffic, compares two A
  groups to determine bias introduced
• Solutions for Assistance
• Google Website Optimizer, Amadesa.com, Omniture
  Test Target

Customer Patterns are always changing Not
something you can do once and walk away from
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Tests to Run Prior to Shopping Cart

• Home page Banners
• Search Engine Landing Pages
• Box Shots of product and page placement
• Buy Now Buttons and page placement
• Buy Now button text
• Product and 30 day money-back guarantee
• Consumer Testimonials
• Product Reviews and Feature Information
• Buy Now vs. Trial Download
• Promotions and Marketing Content

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Shopping Cart Optimization The Impact of Testing

• Questions??

Please feel free to stop by with questions or
email me at jjex_at_swreg.org