cro case study - awa digital + northern parrots - awa presentation from the commerce exchange apr...

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Lynne Wright, AWA digital

Case Study:

Northern Parrots

8 April 2015

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2

The old home page

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The new home page

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Tool Setup Diagnostic Triage™ Optimization

Plan Creative Execution

AWA Conversion System™

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Tool set up

5

Tag container Split-testing tool

Online surveys Heat & scroll mapping

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Use of the homepage

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Getting to know your customers

Heather Annette

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Survey: visitor intent

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Survey: order confirmation

10 Add-to-basket ratio

Product

page

views

H

H

L

L

Underperforming

product

Remove or

replace

Winning

product

Bundling

opportunity

Look-to-book analysis

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Survey: underperforming products

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Remote moderated usability testing

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What we learnt about Northern

Parrots‘ visitors

Heather Annette

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PARK

YES

NO BUNDLE

High Impact

Weak evidence

Low Impact

Strong evidence

Triage™

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High Impact

Low Impact

Northern Parrots Triage™

Value Proposition

Basket Page

Homepage Category Pages

Product Pages

Weak evidence

Strong evidence

My Favourites

Live Ticker

View Purchase History

Loyalty Program

Top Menu Search Box

Header

Emphasise Video

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Optimization plan

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Starting with a wireframe

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Create wireframe and

copy

Gather feedback from usability testers

Design new webpage

Gather feedback from usability testers

Launch split-test

Report of results

Update Optimization

Plan

Involving users in the creativity

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Final design for split-testing

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Result: 34.7% RPV uplift on desktop

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1. Don’t assume you know anything about your customer

2. Let the quantitative data guide where to focus your optimisation efforts

3. Use voice-of-customer tools as much as possible and ask the right questions

4. Get in the head of your customers – visit, talk to and listen

5. Prioritise ruthlessly – your time is too precious to waste on small-minded tests

6. Involve testers in the design and development of the split tests

7. Use a split test tool like Optimizely that allows you to quickly create a variation to test

Key takeaways

Find out more.

Follow this URL…

http://blog.awa-

digital.com/cro-case-

study-northern-parrots-

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