lessons from replatforming and increasing conversion through content testing - jared blank
DESCRIPTION
Jared Blank, VP E-Commerce da Tommy Hilfiger fala sobre "Lições da replatforming e aumentando a conversão através de testes conteúdo" no Congresso de Search e Vendas 2014 - E-Commerce BrasilTRANSCRIPT
![Page 1: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/1.jpg)
Yorkdale Tommy Yorkdale Hybrid
How Do You Know When It’s Time to Replatform?
Jared Blank Tommy Hilfiger
![Page 2: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/2.jpg)
How Do You Know When It’s Time to Replatform?
When the team can’t get any work done.
Yes, it’s that painful
![Page 3: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/3.jpg)
Get Help
• Didn’t have staff or $$ on our own
• We are part of larger company w/IT and project management resources
• Don’t Be Afraid to Ask
![Page 4: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/4.jpg)
The Dog and Pony Show
• Every platform looks amazing during demo
• Really. Every platform.
• Make them show you examples FROM YOUR INDUSTRY
• Interview development partners at the same time
![Page 5: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/5.jpg)
Development Partners
• Make development partners show examples FROM YOUR INDUSTRY
• Ask who will be on your team. Interview those people.
• In short: hire for each key position, don’t just hire the development partner
![Page 6: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/6.jpg)
Development Partners, Continued
• Don’t listen to initial time estimates: any date can be met by removing functionality
• The dev partner is only as good as its weakest link.
– That link will become obvious quickly.
– Push back and immediately demand better resources.
![Page 7: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/7.jpg)
The Reference Store
• Ask for a reference store FOR YOUR INDUSTRY.
– Seeing an electronics ref app for an apparel company site is not helpful
• When you look at the reference store, note the features you DO NOT want
– Ask detailed questions about what it takes to remove features from the ref store
![Page 8: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/8.jpg)
What “Out of the Box” Really Means
• You will hear lots about features that are available “Out Of the Box”
– OOtB is often nonsense
– Removing OOtB functionality can be costly and time consuming
– Changing how something OOtB behaves can be costly and time consuming
– You will start to wish that certain functions were not available out of the box (address nickname)
![Page 9: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/9.jpg)
What “Out of the Box” Really Means, Part 2
• When you see features in demo, ask: – How difficult is it to remove that feature? – How long will it take? – How many resources will be devoted to that?
• Just because something is an “industry standard” doesn’t mean that’s how it behaves “out of the box”
• Just because something seems easy to do, that doesn’t make it easy to do.
![Page 10: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/10.jpg)
The 2 Team Members Who Matter
• Project Manager (Client Side) – Learn when to escalate and when to handle themselves
• Business Analyst (Developer Side) – Don’t rely on developers to understand requirements
![Page 11: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/11.jpg)
The Business Users
• Focus on business needs & ask why users need functionality
• Requirements take longer than you think
• In release 1, if forced to choose (and you will be): side with improvements for business users, not customers
![Page 12: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/12.jpg)
Who Makes Decisions?
• Just about everyone in the company will want to be involved
• 1 person (only 1 person) is the final decision maker. Appoint that person day 1, and let the developers know.
![Page 13: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/13.jpg)
Going Live
• Change scale from “showstoppers -> low level” to “must fix -> should fix”
• Address low level defects that are customer-facing
• Decide what defects you can live with – Determine who fixes those (implementers or ongoing
support)
• Check the catalog export against the live site – Products have a tendency to disappear
![Page 14: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/14.jpg)
Going Live, Part 2
• Most importantly: tell your boss there will be problems when the site turns on
![Page 15: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/15.jpg)
Odds and Ends
• You’re firing your old platform provider, but you need their help. Be professional.
• When you fall behind schedule, it takes time to figure out what to remove from the release.
• Dealing with vendors takes a long time (even current vendors)
• Design with Mobile in mind
![Page 16: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/16.jpg)
Odds and Ends, Part 2
• Even if you’re not doing a redesign, there are pages you will have to redesign
• Consider Tag Management Solution
• Biggest Risks: – Catalog extractions
– Integration with company’s other systems
– Product database
– Integration with distribution center
(note that none of those are platform-specific)
![Page 17: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/17.jpg)
So, Let’s Talk About Testing
![Page 18: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/18.jpg)
2-Day Shipping Promotion in Header
Presenting a 2 Day Delivery Message to customers in areas of the country that qualified has shown to: • Increase site conversion rate (from 11-15%) • Increase site AOV (from 9-21%) • Reduce cart abandonment about 2%
![Page 19: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/19.jpg)
Company Store Tabbed Banner Test
Versus
A tabbed experience to separate out the Main Site and Company store has shown to: • Increase site conversion rate (5.85%) • Decrease in cart abandonment (2.04%) • Increase in Average Time on site (3.20%)
![Page 20: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/20.jpg)
Free Shipping Today Only
Presenting Free Shipping Today Only Message in the Header Promo area, had the following impact vs. showing no free shipping message in this area at all: • Increase site conversion rate 7.39% • Increase in add to cart- 3.34% • Increase in number of page views 3.33%
![Page 21: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/21.jpg)
Abandoned Cart Overlay Copy
![Page 22: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/22.jpg)
Testing Email Signup Overlay
Versus
![Page 23: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/23.jpg)
Testing Announcement Style
Versus
![Page 24: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/24.jpg)
Other Areas to Test
• Change unnecessary buttons to hyperlinks • Increase font of product name and price • Increase size of buttons • Change button colors • Test button colors contrasting with other colors on
site • Use yellow highlight on mandatory field names
(instead of *) • Test on mobile (removing banners; suppressing
buttons; enlarging search box)
![Page 25: Lessons from replatforming and increasing conversion through content testing - Jared Blank](https://reader033.vdocument.in/reader033/viewer/2022060110/555ef10dd8b42a7f6c8b4fe4/html5/thumbnails/25.jpg)
But Most Importantly…
• Culture of testing
• Talk to design first – you’re going to need a lot more assets from them
• Tell your designers: this is not about whether you are “good” or “bad”
• Get people excited about testing – do contests about which combination will win
• Use a shared doc (Google Docs) so team knows what’s being tested