Ryan Thomas is Head of
Direct Channels at Comet, a role which covers the retailer's non-store operations, which includes the website, call
centre, its B2B insurance business, and mobile.
The retailer recently launched mobile apps for Android and iPhone, developed by Grapple, and has had a moblle website for some time.
I've been asking Ryan about Comet's approach to mobile commerce, as well as testing and optimisation.
As a follow-up to my earlier article, Shopping basket best practice from ASOS, I’ve taken a look at the updated ASOS checkout experience. It includes one change which has reduced their checkout abandonment rate by 50%.
The ASOS website delivers an excellent browsing and shopping experience, and I regularly feature examples from the retailer in my e-commerce best practice training courses.
The updated checkout continues this trend, as the earlier version certainly didn’t fit in well with their highly tuned shopping experience up to checkout.
This article will recap on what ASOS is doing well on its shopping basket, look at how it is handling new customer checkout, and the variety of persuasive checkout lessons we can take from them as well as identifying a few areas of improvement.
Companies with a structured and process-driven approach to conversion rate optimization (CRO) are significantly more likely than other organisations to improve their conversion rates and increase online sales, according to research published this week by Econsultancy.
The Conversion Rate Optimization Report, produced in association with RedEye, also found that it is becoming harder to improve conversion rates, with 65% of companies seeing improvements in conversions in the last year, compared to 70% in 2009 and 2010.
From experience, usability testing is THE most enlightening and powerful activity that brands can carry out to answer an extensive range of questions which can be crucial to how their website performs.
As well as providing genuine evidence of what people are doing on websites, usability testing provides compelling insights as to WHY people are doing what they are doing. OK, stay with me on this, I know I’m not enlightening anyone so far with this statement…
The problem (or opportunity) is the term usability testing, or user testing, whichever you prefer to use. Testing is much more than just testing the ‘usability’ of a website, much more than just testing how affective a website is in achieving its goals.
Website optimisation teams are so much more effective when UX/Usability Consultants and AB/Multivariate Testing experts work closely together.
We have seen first-hand the difference this makes to the conversion rate optimisation process.
Conversion killers can steal revenue from under your feet without you even realising it. This article discusses the common issues that affect web conversions.
What are those conversion killers and how can you twist them to your advantage?
We’ve been testing the performance of Facebook advertising on our
Facebook optimisation platform, and how it performs against search for a
test sample of brand clients.
We did this by running two simultaneous
campaigns across search and Facebook for each client (both campaigns are
designed to work together, with a similar message and content). We’ve
measured the impact of each on conversions (predominantly sales and
registrations) on each brand’s website.
(and many publishers) are wrestling with the problem of cross-channel
attribution: understanding what each channel adds to the entire process.
Producing a breadcrumb trail of user paths is too simplistic. The real key is understanding the incremental effect of each unit of media.
When it comes to Christmas shopping, there
really is no time to rest for retailers. Christmas 2010 might be done and
dusted, but now is the time to sit down, look at what went well, what didn’t,
and fine tune strategies for 2011.
E-commerce figures for Christmas 2010 are heartening for the beleaguered retail sector. Tealeaf research found 44% of UK shoppers increased the amount of online shopping they did this Christmas.
Companies who take a more systematic approach to testing and optimisation are reaping the benefits of improved conversion rates, according to the Econsultancy / RedEye Conversion Report.
The report finds that companies whose conversion rates had improved over the last 12 months carried out on average three times more website tests than those whose conversion rates had not improved.
More highlights from the survey after the jump...