Since we announced our move to iOS app optimization last week, mobile strategy is top of mind. In speaking with best in class app developers, we’ve learned some eye-opening lessons about how to create awesome mobile apps. Let’s look at these strategies and offer ideas for how you can improve engagement, retention and download rate on your app.
Whether it’s your first or 500th test, greasing those creative wheels is always a good idea. Take on the challenge of picking out a winning experiment alone, with a team, or challenge your company—the decision is yours.
In a world where online shoppers are bombarded with options, one thing an online retailer can do to gain a competitive advantage is make it as easy as possible to buy their products.
The series of pages a shopper must complete to purchase the item—the checkout funnel—is the closest place to actual purchase event, and usually filled with friction. Improving the experience, and likelihood that a shopper will actually checkout is only possible through experimentation (aka split testing).
As a strategic optimization consultant, it’s my job to help companies generate A/B test ideas that will either increase conversion rates or help answer questions. Sometimes, when I offer a test idea, I hear this reply: “We can’t test that because it would require too much work on our backend,” or “We would never design our page like this variation so we won’t test it.”
Product page views, adding to cart, completing individual steps within the checkout funnel, completed purchases, average order value, and revenue per visitor are all metrics that matter for an online retail website. We have 12 ideas for experiments that are tailored to the conversion goals of an online retailer.
Each idea is a link to a full blog post with more detail and additional test ideas.
When I search for tents on REI.com, I’m presented with pages upon pages of results for items matching my query. The order in which these items are sorted when I first see the results is important—the quicker I see an item that matches what I’m looking for, the better. Would a different default sort order compel me to engage with content and click-through to product pages at a higher rate? Should items be sorted differently based on a unique visitor segment that I can be categorized into?
While browsing the sea of products on your site, customers can get lost in all of the options. Test adding “Best Seller” or “Featured” badges to your product thumbnails on the category or browse pages to help these products stand out.
Planning a new seasonal or permanent offering for your business requires significant preparatory research to determine the market opportunity, costs, and the projected return on investment (ROI). Instead of sending a customer survey, or soliciting feedback on your social media channels (all good methods), why not run an anonymous survey at scale using your website?