tag:econsultancy.com,2008:/topics/conversion-rate-optimization Latest Conversion Rate Optimization content from Econsultancy 2018-01-19T18:23:41+00:00 tag:econsultancy.com,2008:TrainingDate/3412 2018-01-19T18:23:41+00:00 2018-01-19T18:23:41+00:00 Improving performance through Conversion Optimisation <p>Have you turned the marketing dial to its limit with diminishing results? Are you working towards delivering the next big website redesign? Are you working on strategies to gain an advantage over your competition?</p> <p>This one day course shows you how to implement a robust conversion optimisation strategy and process which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering, and make website redesigns a thing of the past. The course will show you how to implement a data driven approach of onsite testing and optimisation as well as arming you with the strategic knowledge to accelerate growth for forward-thinking businesses.</p> tag:econsultancy.com,2008:TrainingDate/3411 2018-01-19T18:22:50+00:00 2018-01-19T18:22:50+00:00 Improving performance through Conversion Optimisation <p>Have you turned the marketing dial to its limit with diminishing results? Are you working towards delivering the next big website redesign? Are you working on strategies to gain an advantage over your competition?</p> <p>This one day course shows you how to implement a robust conversion optimisation strategy and process which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering, and make website redesigns a thing of the past. The course will show you how to implement a data driven approach of onsite testing and optimisation as well as arming you with the strategic knowledge to accelerate growth for forward-thinking businesses.</p> tag:econsultancy.com,2008:TrainingDate/3410 2018-01-19T18:22:00+00:00 2018-01-19T18:22:00+00:00 Improving performance through Conversion Optimisation <p>Have you turned the marketing dial to its limit with diminishing results? Are you working towards delivering the next big website redesign? Are you working on strategies to gain an advantage over your competition?</p> <p>This one day course shows you how to implement a robust conversion optimisation strategy and process which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering, and make website redesigns a thing of the past. The course will show you how to implement a data driven approach of onsite testing and optimisation as well as arming you with the strategic knowledge to accelerate growth for forward-thinking businesses.</p> tag:econsultancy.com,2008:BlogPost/69561 2017-11-03T14:00:00+00:00 2017-11-03T14:00:00+00:00 Why online shoppers abandon their baskets and how to stop them Nikki Gilliland <p>Subscribers can download the <a href="https://econsultancy.com/reports/ecommerce/" target="_blank">full report here</a>, but in the meantime, let’s concentrate on a few reasons why consumers typically abandon their online shopping – and how ecommerce marketers might counteract this behaviour.</p> <h3>Feeling pressured into making a purchase</h3> <p>Checkout isolation has previously been cited as an effective way to reduce basket abandonment. By removing all navigational elements, it theoretically means that consumers are less distracted, and therefore more focused on completing their purchase.</p> <p>However, this tactic also has its downsides, potentially reducing overall performance if the consumer feels like they’re being pushed prematurely towards a purchase. It might be an unconscious feeling, of course, but sensing that they could be forced into buying before they are ready or have done enough research elsewhere could be enough to send consumers fleeing.</p> <p>Instead, it might be better to avoid forcing a too linear path, allowing people to go back onto the site if they want. Similarly, it’s important to avoid information loss – for example if customers are required to move through multiple stages, the data they’ve entered should be temporarily stored so they don’t need to re-enter it if they navigate between stages or away from the checkout.</p> <p>Warehouse is one retailer that stores this type of info, and while it also encloses the checkout to avoid distraction, it effectively highlights the steps to confirmation so that the customer knows exactly where they are in the process.</p> <p><img src="https://assets.econsultancy.com/images/0009/0152/Warehouse.JPG" alt="" width="780" height="360"></p> <h3>Using the shopping basket for research</h3> <p>According to <a href="https://www.pwc.com/gx/en/industries/retail-consumer/total-retail/total-retail-categories.html" target="_blank">PwC</a>, 52% of global shoppers prefer to research clothing and footwear purchases online, with this rising to 62% for electronics and 68% for books, music, and video games. </p> <p>Unsurprisingly then, this is one of the biggest reasons for consumers abandoning their baskets without making a final purchase, with many planning to shop around on other ecommerce sites to ascertain the best price or service. </p> <p>In this instance, consumers can often be tempted back into the purchasing journey with relevant and well-timed communication. An email reminding the consumer that their basket is still there waiting for them can effectively do this, with elements of personalisation (i.e. drawing on names and other data) also adding extra value. </p> <p>Not only does Kate Spade take this approach, but the US retailer also ramps up temptation to buy with the offer of a 15% discount on top.</p> <p><img src="https://assets.econsultancy.com/images/0009/0155/Kate_Spade.JPG" alt="" width="550" height="663"></p> <h3>Intent to buy in the real world</h3> <p>Alternatively, consumers doing research online might abandon their basket with the aim of purchasing from a physical store (and not necessarily from the same retailer). In this case, retargeting or sending an email reminding them of their basket contents might not be enough. </p> <p>So, instead of trying to tempt them back to complete the online checkout, it makes more sense to align to their own needs or behaviour – which means facilitating the in-store purchase. This could be achieved through incentives, such as a mobile voucher or discount to increase levels of convenience and value.</p> <p>Another way is to consider offering alternative steps during the checkout process or when the user clicks away, such as “find this item in-store” or “save basket contents to a wish list”. That way, the shopper might be prompted to convert using <a href="https://econsultancy.com/blog/68739-how-has-click-collect-evolved-and-is-it-still-in-high-demand/" target="_blank">Click and Collect</a> or an in-store pick up there and then.</p> <p>Clothing retailer Barbour includes a “save for later” option at the checkout, which is a good tactic to encourage consumers (both researching with or without online buying intent) to convert at a later date.</p> <p><img src="https://assets.econsultancy.com/images/0009/0149/Barbour.JPG" alt="" width="780" height="381"></p> <h3>Lack of trust</h3> <p>When it comes to purchasing online, consumers need reassurances throughout the entire journey.</p> <p>First, with online consumer opinions being the second-most trusted form of communication, <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them" target="_blank">user reviews</a> are a great way to instil trust.</p> <p>At a basic level, the simple act of handing over card details means that people need to feel certain the site is safe and secure. While some visual signals can of course be reproduced by underhand means, web browsers can fortunately refer to third-party issued certificates that demonstrate security compliance. SSL certificates - which often come in the form of a padlock at the end of the address bar, or a green highlighted area – are one of the most common signs.</p> <p>Alongside this, consumers like to be reassured that they are buying the right product, so another way to instil reassurance is with a persistent basket summary. This helps remind users of the contents and the total cost of their order so they don't have to leave the checkout to find out.</p> <p>Bicycle and outdoor apparel retailer Wiggle is a good example of this, reminding users what they are buying throughout the checkout.</p> <p><img src="https://assets.econsultancy.com/images/0009/0150/Wiggle.JPG" alt="" width="780" height="471"></p> <h3>Frustration over delivery options</h3> <p>In a survey by Walker Sands, nine in 10 respondents cited free shipping as the number one incentive to shop online. Unsurprisingly then, unexpected delivery costs are one of the top reasons consumers might change their mind at the point of checkout.</p> <p>To prevent this from happening, it’s important to communicate delivery options upfront and as prominently as possible, meaning people don’t get halfway through the checkout process and quit in frustration if you’re not providing them with the service they want.</p> <p>Similarly, it's a good idea to offer help during the checkout (perhaps with a live chat icon, for instance) to avoid customers abandoning the process due to unanswered questions.</p> <p>Schuh is a good example of this, asking shoppers to choose their delivery preference as the first step. Also note other effective features like Google Reviews and the reassurance of a secure checkout.</p> <p><img src="https://assets.econsultancy.com/images/0009/0151/Schuh.JPG" alt="" width="780" height="367"></p> <p><em><strong>Don't forget to check out the <a href="https://econsultancy.com/reports/ecommerce/" target="_blank">Ecommerce Best Practice Guide</a> in full here.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69497 2017-10-12T09:24:29+01:00 2017-10-12T09:24:29+01:00 Research shows fewer marketers see CRO as ‘crucial’ in 2017, but is the discipline misunderstood? Ben Davis <p>Let's look at some of the more interesting findings...</p> <h3>The importance of CRO dips slightly</h3> <p>The 800 marketers and ecommerce professionals surveyed still attach a high level of importance to CRO (only 1% see it as unimportant), but as the chart below shows, there has been a dip in those admitting the discipline is 'crucial' to their overall digital marketing strategy (from 55% to 50%).</p> <p>Back in 2013, 59% of respondents though CRO was crucial, so there is a trend here. It could be that as other online marketing channels and technologies have emerged, CRO is falling slightly out of favour.</p> <p><img src="https://assets.econsultancy.com/images/0008/9599/importance_cro.png" alt="cro importance" width="615"></p> <h3>Marketers &amp; ecommerce bods unsatisfied with conversion rates </h3> <p>Every year since 2009, the CRO Report survey has revealed that more than 65% of respondents have seen conversion rates rise. Should we take such a stat with a pinch of salt, given the adoption of mobile in that time has seen a widely-accepted trend for lower conversion rates?</p> <p>Well, the chart below suggests that indeed, whether conversion rates are rising or not, many respondents are not happy with them as they stand. Nine percent are 'very dissatisfied', 28% 'quite dissatisfied' and 35% nonplussed.</p> <p>It's no surprise that more than half of companies (54%) surveyed plan to increase their CRO budgets over the next year.</p> <p><img src="https://assets.econsultancy.com/images/0008/9601/satisfaction_cro.png" alt="satisfcation with cro" width="615"></p> <h3>A/B testing is still favoured (should it be?)</h3> <p>A/B testing is the most commonly used CRO method amongst respondents (60% use it), and is also perceived to be the most valuable (72% say it is 'highly valuable'). This is a bit of a head-scratcher and could be due in part to the ease of implementation of A/B testing.</p> <p>There's no denying A/B testing can be very useful, but independent consultant Dan Barker explains why its pre-eminence can be dangerous:</p> <p>“A/B testing is almost synonymous with improving conversion rates. It’s important to remember that A/B testing is not actually a method of improving results, but a system for validating hypotheses. If you expand that slightly, you realize the important element is actually generating hypotheses, and therefore listening to customers, getting your tracking as sorted as you can, making sure knowledge flows okay within your company and scrutinizing your website/application for opportunities are big, simple levers to help you improve results.” </p> <p><img src="https://assets.econsultancy.com/images/0008/9604/methods_cro.png" alt="cro methods" width="615" height="437"></p> <p>Beyond A/B testing, the survey finds that the more complex the testing undertaken, the more likely companies are to see improvements in conversion rates. This speaks to Barker's point about a hypothesis being crucial, and testing methods simply being employed to help provide evidence or insight.</p> <h3>Uptake of personalisation has stagnated – businesses need to rethink</h3> <p>Personalisation stands out in the CRO Report survey as by far and way the most difficult form of CRO to implement. Thirty five percent say it is very difficult to implement, way above segmentation, the second most challenging method at 18%.</p> <p>Though the implementation of website personalisation for marketing has risen in previous years, 2017 sees the proportion of respondents saying they use it returning to 2014 levels (62%). Only 23% are using it for CRO.</p> <p>The report postulates that website personalisation is perhaps the next 'big data' – taking a long time to come to fruition in marketing, but eventually being worth the wait.</p> <p>Some of the challenges of personalisation and broader CRO are manifest across businesses and this seems to be a big challenge for the industry. Data collection and organisation has to be well managed, teams need to reconcile conflicts of interest and work together on a structured approach to CRO, and the right people and skills have to be present. The next two to three years could well be crucial.</p> <p><em><strong>For more on methods of CRO and business challenges, subscribers can download the <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">CRO Report 2017</a> now.</strong></em></p> tag:econsultancy.com,2008:BlogPost/69495 2017-10-11T10:16:00+01:00 2017-10-11T10:16:00+01:00 Why the butterfly effect is killing the conversion optimisation industry Paul Rouke <p>Why? </p> <p>This is where the butterfly effect comes in. Let me explain.</p> <p><img src="https://assets.econsultancy.com/images/0008/9578/butterfly.jpeg" alt="butterfly" width="292" height="172"></p> <h4>First, I'll start with some Wikipedia definitions…</h4> <p><strong>The Butterfly Effect:</strong></p> <p>“In chaos theory, the butterfly effect is the sensitive dependence on initial conditions in which a small change in one state of a deterministic nonlinear system can result in large differences in a later state. ... A very small change in initial conditions had created a significantly different outcome.”</p> <p><strong>Conversion Optimisation:</strong></p> <p>“In internet marketing, conversion optimisation, or conversion rate optimisation (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.”</p> <p><strong>True Conversion Optimisation:</strong></p> <p>“True conversion optimisation is the beginning of a mindset change within a business, maturing to becoming a customer-centric organisation that embraces experimentation to out-perform their competitors.”</p> <p>This last definition is mine, and is yet to make it onto Wikipedia! </p> <h3>The initial “condition” – Conversion optimisation is misunderstood </h3> <p>Fundamentally, conversion optimisation is hugely misunderstood by the most influential people in businesses. It’s perplexing to me how the good old “button colour testing” is still very much in evidence within the “idea factories” of decision-makers' minds.</p> <p>"Quick wins. Low hanging fruit. Tweaking the design. Changing a headline. Changing an image. I want to test this. We don’t need our developers, you do everything through the tool."</p> <p>This is the level to which conversion optimisation is considered within a startling number of business.</p> <h3>Misunderstood = under-appreciated</h3> <p>When something is misunderstood, that something is very easily under-appreciated, however much potential value it can bring. </p> <p>Conversion optimisation is cripplingly under-appreciated when it can and should be one of the most influential growth levers for a business. </p> <p>In my experience conversion optimisation is seen as a simple, tactical element of marketing. It typically plays no important role in the growth strategy of businesses.</p> <h3>You don’t invest in something you don’t appreciate</h3> <p>Where there is little perceived value in something, it is to be expected that you are not going to invest energy, time and resources in it – particularly people.</p> <p>In the early years of conversion optimisation, the most influential testing platforms positioned A/B testing as a simple and quick way to tweak your website and see if you could get more people to do what you wanted them to. Businesses were encouraged to provide their developers with a few lines of JavaScript, then you could leave them to it whilst you as the marketeer got on with using the WYSIWYG editor to set-up A/B tests.</p> <p>This led to a big rise in investment in tools and technology for conversion optimisation – with little if any investment in a multi-disciplinary team to develop intelligent, insight driven A/B tests. </p> <p>With the proliferation of talk, investment, excitement and worry about “AI” and machine-learning, what’s lost in the shuffle is the importance of investing in human beings. </p> <p>Until businesses realise growth is about people, and they should be investing in Human Intelligence in advance of Artificial Intelligence, investing in the right level of skills and resources simply won’t happen.</p> <h3>You don’t have the people or skills to conduct intelligent, genuine user research</h3> <p>Investing in user research is fundamental to any business that is striving to become customer centric and develop an experimentation mindset.</p> <p>With limited (if any) investment in people, there is limited (or non-existent) investment in conducting user research, in whichever form this may take.</p> <p>I find it shocking just how many companies go years without stopping to think “is what we are doing <em>really</em> what our visitors are looking for?”.</p> <h3>Without behavioural insights there is a lack of intelligence behind changes</h3> <p>Coming up with tests based on egos, opinions, best practices and competitor activities is the norm for most businesses. </p> <p>Test hypotheses are pretty much non-existent, and even if there is some form of hypothesis, it lacks genuine intelligence through behavioural research and understanding.</p> <p>Based on my experiences, over 75% of A/B tests that are run lack a genuine “why?” behind the test variation.</p> <h3>Confirmation bias leads to incorrect conclusions</h3> <p>All of us, including optimisers, suffer from confirmation bias – if you work really hard for something, your mind wants to believe that it's true: </p> <blockquote> <p>Does this variation really increase conversion rate by 94%? </p> <p>Is one week really enough to gather sufficient and appropriate levels of visitors to make a highly informed decision?</p> <p>Did we increase the micro conversion rate but didn’t bother looking at what effect this had on the macro conversion rate? </p> </blockquote> <p>A lack of statistical understanding coupled with a desire to want tests to be successful very often erodes the integrity behind the test results.</p> <h3>If you put garbage in, you get garbage out </h3> <p>Yes, never has this been more true than in A/B testing.</p> <p>Come up with a test idea with little or no research, hypothesis, data and intelligence, and you are not going to make any learnings off the back of it.</p> <p>I have previously shared how MVT (multivariate testing) should be renamed NHT – No Hypothesis Testing. When you run an experiment with multiple variations of different “things” mixed together, there is no intelligence or hypothesis there. </p> <p>The most successful companies with a genuine experimentation mindset are learning all the time about how to influence the decision making of their prospects and customers. </p> <p>There are very few successful companies in conversion optimisation.</p> <h3>Conversion optimisation doesn’t shift the needle</h3> <p>The harsh truth is that most companies don’t see that conversion optimisation has had a tangible, credible and trustworthy positive impact on their primary performance metrics. </p> <p>The number of times I have been in a meeting with a potential client who has been “running tests for the last few years”, whom I ask “what commercial impact have you seen on your bottom line?” which results in a very flat, non-committal answer, tells its own story. </p> <p>It's what industry thought leader Craig Sullivan explains simply as “the trough of disillusionment”.</p> <h3>If it doesn’t deliver value then why bother?</h3> <p>In the trough of disillusionment, it's understandable for the decision makers within a business to look at this investment in conversion optimisation and conclude “why are we bothering?”.</p> <p>With acquisition long established as the easiest way for a business to get more sales, simultaneously lining Google’s big pockets, it's easy to see why investment in conversion optimisation can be seriously questioned – particularly for businesses who have first-hand experience of the butterfly effect which comes from a lack of understanding.</p> <h3>In summary</h3> <p>“Yes but what about this ‘butterfly effect killing the conversion optimisation industry?” I hear you say.</p> <p>Well, following on from my points above, what are we left with? </p> <p><strong>1. Conversion optimisation is fundamentally misunderstood</strong></p> <p>Which means that...</p> <p><strong>2. Conversion optimisation is underappreciated</strong></p> <p>Which means that...</p> <p><strong>3. Conversion optimisation gets little in the way of investment in people</strong></p> <p>Which means that...</p> <p><strong>4. Conversion optimisation is done with little (if any) intelligent user research insights</strong></p> <p>Which means that...</p> <p><strong>5. Conversion optimisation lacks any real form of intelligence behind what is being tested</strong></p> <p>Which means that...</p> <p><strong>6. Conversion optimisation is dominated by test “results” which are a lie</strong></p> <p>Which means that...</p> <p><strong>7. Conversion optimisation delivers little (if any) tangible &amp; actionable visitor learnings</strong></p> <p>Which means that...</p> <p><strong>8. Conversion optimisation delivers little (if any) commercial impact</strong></p> <p>Which means that...</p> <p><strong>9. Conversion optimisation is considered irrelevant to the growth ambitions of the business</strong></p> <p>Which means that….  </p> <p>We are left with a CRO industry and way of doing business which, though it can prove a competitive advantage (see Amazon as one example), is actually the most under-utilised part in the whole of digital marketing.</p> <p>Until conversion optimisation is understood for what it truly is, it will remain as the biggest missed opportunity in global marketing.</p> <p>True conversion optimisation is the beginning of a mindset transformation within a business, maturing to becoming a truly customer centric organisation that embraces experimentation and long term thinking to out-perform their competitors.</p> <p><em><strong>More on conversion optimisation:</strong></em></p> <ul> <li><a href="https://www.econsultancy.com/blog/69447-ask-the-experts-conversion-rate-optimisation-trends-challenges-strategy">Ask the experts: CRO trends, challenges &amp; strategy</a></li> <li><a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">Conversion rate optimisation report (subscriber only)</a></li> </ul> tag:econsultancy.com,2008:Report/4623 2017-10-11T10:00:00+01:00 2017-10-11T10:00:00+01:00 Conversion Rate Optimization Report 2017 <p>This is the ninth annual <strong>Conversion Rate Optimization Report</strong>, in association with <strong><a href="http://www.redeye.com/">RedEye</a></strong>.</p> <p>The research, based on an online survey of more than 800 digital marketers and ecommerce professionals, looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates.</p> <p>As well as touching on the use and impact of personalization, the report explores different areas of best practice and identifies methods and techniques which are most valuable for improving conversion rates.</p> <p>The aim is to provide data and a framework to help companies invest their time and resources as effectively as possible by examining which methods and processes are most likely to yield results.</p> <h2>What you'll learn</h2> <ul> <li>Find out the types of conversions and measurements organizations are using and the best practices that shape them.</li> <li>Discover the most valuable methods used to improve conversion rates and the methods organizations will be using in the future.</li> <li>Understand how companies are using personalization as part of their CRO efforts and the effect this has on conversions.</li> <li>Benchmark your organization's approach to CRO using the Conversion Maturity Model, which has been updated for this year's report.</li> <li>The six key factors contributing to CRO success.</li> </ul> <h2><strong>Key findings</strong></h2> <ul> <li>Importance of CRO is widely acknowledged, fueled by a need for continued improvements.</li> <li>Complex testing continues to be the preserve of the few.</li> <li>Personalization challenges are preventing uptake.</li> <li>Responsibility for CRO is shared, requiring a structured approach.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:BlogPost/69447 2017-10-03T09:45:00+01:00 2017-10-03T09:45:00+01:00 Ask the experts: Conversion rate optimisation trends, challenges & strategy Ben Davis <ol> <li> <a href="#Is%20it%20fair%20to%20say%20CRO%20is%20not%20as%20en%20vogue%20as%20it%20has%20been?%20If%20so,%20why?">Is it fair to say CRO is not as en vogue as it has been? If so, why?</a> </li> <li> <a href="#Is%20there%20received%20wisdom%20for%20what%20metrics%20conversion%20specialists%20should%20be%20measuring?%20And%20over%20what%20period?">Is there received wisdom for what metrics conversion specialists should be measuring? And over what period?</a> </li> <li> <a href="https://econsultancy.com/admin/blog_posts/69447-ask-the-experts-conversion-rate-optimisation-trends-challenges-strategy/edit/Mobile%20seems%20to%20have%20increased%20the%20checkout%20abandonment%20rate.%20What%20criteria/features%20are%20particularly%20important%20when%20creating%20%E2%80%98flow%E2%80%99%20in%20the%20checkout">Mobile seems to have increased the checkout abandonment rate. What criteria/features are particularly important when creating ‘flow’ in the checkout?</a> </li> <li> <a href="#What%20are%20your%20absolute%20UX%20no-nos?%20(e.g.%20carousel,%20type%20of%20nav,%20type%20of%20content%20etc.)">What are your absolute UX no-nos? (e.g. carousel, type of nav, type of content etc.)</a> </li> <li> <a href="#What%20are%20the%20best%20tools%20for%20CRO?%20Has%20Google%20Optimize%20been%20widely%20adopted?">What are the best tools for CRO? Has Google Optimize been widely adopted?</a> </li> <li> <a href="#What%20sorts%20of%20dynamic%20content%20and%20strategies%20are%20cutting-edge%20optimisers%20experimenting%20with?">What sorts of dynamic content and strategies are cutting-edge optimisers experimenting with?</a> </li> <li> <a href="#What%20are%20the%20pros%20and%20cons%20of%20machine-learning-led%20solutions?">What are the pros and cons of machine learning solutions?</a> </li> </ol> <h4>1. <a name="Is%20it%20fair%20to%20say%20CRO%20is%20not%20as%20en%20vogue%20as%20it%20has%20been?"></a>Is it fair to say CRO is not as en vogue as it has been?</h4> <p><em><strong><a href="https://www.linkedin.com/in/paulrouke/?ppe=1">Paul Rouke</a>,</strong><strong> </strong><strong>founder &amp; CEO,</strong></em> <em><strong>PRWD:</strong></em></p> <p>Yes. There is a divide taking place in the industry. The businesses at the strategic and transformative level of maturity don't even use the term CRO or conversion optimisation. Experimentation is the mindset change they have adopted and made part of their DNA. Brands like Amazon, Skyscanner, Booking.com, Shop Direct, <a href="https://econsultancy.com/blog/68375-airbnb-how-its-customer-experience-is-revolutionising-the-travel-industry">Airbnb</a> all have an "experimentation culture". The world's largest testing tools now position themselves as Experience Experimentation platforms.</p> <p>Where does that leave the rest of the industry? There is continued mis-understanding and under-appreciation of how conversion optimisation can be a catalyst for a business to become customer centric. In 2017 and beyond, brands have so many "sexy" areas for potential marketing investment, such as social media, programmatic, AI, big data and personalisation, so CRO in its basic sense is seen as tactical bolt-on.</p> <p>Did I also mention that over 95% of marketing spend is still invested in acquisition? This is a shocking and worrying reality.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/8622/img_3108-blog-flyer.png" alt="airbnb" width="250"></p> <p><em>Airbnb has an experimentation culture</em></p> <p><strong><em><a href="https://www.linkedin.com/in/depeshmandalia/?ppe=1">Depesh Mandalia</a>, CEO, SMCommerce:</em></strong></p> <p>CRO is still pretty important, however my observation from SMEs is that they're unwilling to commit to a single person overseeing CRO, or at least remain unconvinced that CRO is in itself a team or person. Instead more and more marketers are adding the CRO string to their bow, creating landing pages, running split tests and analysing results.</p> <p>The risk here is that the deep technical and statistical expertise that a CRO brings is often overlooked, with credibility given to tests that on the surface look great but lack impact when for example moving from 50% of traffic to 100%, because of statistical significance. There is more a CRO person can bring, but justification is that much more difficult.</p> <p><em><strong><a href="https://www.linkedin.com/in/tasin/?ppe=1">Tasin Reza</a>, CRO Director, Redeye:</strong></em></p> <p>I wouldn’t say it’s no longer in fashion. I would say it’s now becoming part of the whole success strategy. We are noticing that the companies are now getting their internal CRO team to focus on growth.</p> <p><em><strong><a href="https://www.linkedin.com/in/greg-randall-5817434/?ppe=1">Greg Randall</a>, MD, Comma Consulting:</strong></em></p> <p>Any organisation that offers CRO as a solution is a dinosaur. This is an old outdated approach and philosophy in improving the performance of the digital channel. The view of conversion rate optimisation is to try and make more money and improve conversion rates for the retailer. While this is important, it forces the business down an internalised view of success and puts the priorities of the brand/retailer first when in fact it should be the customer. </p> <p>CRO brings with it old outdated approaches to improve performance. Many CRO practitioners drive this function via AB testing. While this is part of a successful recipe, it is a very small piece to a larger puzzle. If AB testing is conducted on pages where digital best practice is not in place, the results will not add value. It’s like having a poor control group in the context of science.</p> <p>So what should take CRO’s place? Retailers need to replace CRO’s with “CCEO”’s…. “Chief Customer Empathy Officers”. A CCEO focuses on creating amazing online experiences and comes from the perspective of the consumer. Through this focus, consumers who have amazing experiences with a brand will be far more likely to purchase and develop loyalty.</p> <p><img src="https://assets.econsultancy.com/images/0008/9322/fossil.jpeg" alt="dinosaur" width="293" height="172"> </p> <p><em>CRO as dinosaur?</em></p> <h4>2. <a name="Is%20there%20received%20wisdom%20for%20what%20metrics%20conversion%20specialists%20should%20be%20measuring?%20And%20over%20what%20period?"></a>Is there received wisdom for what metrics conversion specialists should be measuring? And over what period?</h4> <p><em><strong>Paul Rouke:</strong></em></p> <p>The first thing to make clear is that "conversion rate" should never be looked at as the one main metric. Optimisers should be looking at broader business metrics, AOV, retention, RPV as well as ROI from their largest acquisition channels.</p> <p>Experimentation efforts should be measured both in the test period but also following the implementaion of successful tests. Post implemention testing, to understand the reality of how the change is actually impacting user behaviour and business metrics, is hardly ever done.</p> <p>When measuring performance, it's far more intelligent to look at funnel performance and other key indicators such as the percentage of visitors who are being sent further through your discovery and purchase funnel – there are simply too many external factors influencing site-wide conversion to make this the primary success measure – it's just a shame that the industry acronym is CRO!</p> <p><em><strong>Depesh Mandalia:</strong></em></p> <p>For the seasoned CRO practitioner, the measurement goals are quite clear; at KPI level, macro level and micro. You can't shift the click-to-buy conversion rate through a single test – instead you can impact a macro or micro conversion along the customer journey.</p> <p>Even then segmentation, for example by marketing channel, further muddies the waters when you consider how buyer behaviour will differ across channel and thus a low conversion rate on a top of the funnel keyword search may not simply be a problem with the website, but a natural part of the journey for a particular person. Therefore it continues to be of upmost importance to consider buying cycles when deciding how long a test should run, not simply to wait for statistical significance which does not take human behaviour into account. </p> <p><img src="https://assets.econsultancy.com/images/0008/5175/cj.png" alt="customer journey" width="600"></p> <p><em>A typical customer journey can be complex</em></p> <p><em><strong><a href="https://www.linkedin.com/in/matthewpaullacey/?ppe=1">Matt Lacey</a>, performance director, Code Computerlove:</strong></em></p> <p>We’re swimming in data these days, but a clear measurement strategy and well-defined KPIs are all too often lacking. Metrics will vary significantly depending on business model and business life stage.</p> <p>Defining 3-4 actionable metrics to focus on, and measuring them with consistency, is a great way to start. Fundamentally, you need to understand how metrics are related, which ones demonstrate success, and which you can influence.</p> <p>For ecommerce businesses, global conversion rate is a default metric, but revenue per visitor may be a better metric that helps you understand conversion, abandonment and AOV in one figure.</p> <p><strong><em>Greg Randall:</em></strong></p> <p>The Chief Company Empathy Officer works beyond behavioural data to gather value-driven insights to broaden and strengthen amazing retail experiences. The mix of data sources required are both quantitative and qualitative.</p> <p>Broader and more reliable data sources include:</p> <ul> <li>Behavioural site data</li> <li>Customer Support team data</li> <li>Chat data</li> <li>Employee interviews (interviewing those on the coalface to identify consumer pain points)</li> </ul> <p>The insights gathered from support teams, chat, and employees deliver context to the behavioural data and enriches the insights from the consumer’s perspective. This clearer view of consumer buying/information gathering journeys enables the Chief Company Empathy Officer to provide more value-driven changes to both the online and in-store experiences.</p> <h4>3. <a name="Mobile%20seems%20to%20have%20increased%20the%20checkout%20abandonment%20rate.%20What%20criteria/features%20are%20particularly%20important%20when%20creating%20%E2%80%98flow%E2%80%99%20in%20the%20checkout?"></a>Mobile seems to have increased the checkout abandonment rate. What criteria/features are particularly important when creating ‘flow’ in the checkout?</h4> <p><em><strong>Paul Rouke:</strong></em></p> <p>It's all about simplicity and pure usability – remove unnecessary fields, use large, finger-friendly form elements and buttons, dynamically change the keyboard based on the input, chunk up fields so as not to overwhelm visitors.</p> <p>User research is one of the most effective ways to quickly understand how usable your mobile checkout is. I recommend brands follow in Schuh's shoes (so to speak!) – don't accept that "mobile conversion rates will always be less than desktop".</p> <p>Providing Paypal as a primary payment option also means visitors don't need to mess about with their credit card.</p> <p><em><strong>Depesh Mandalia:</strong></em></p> <p>Mobile <a href="http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/">has not seen a significant shift</a> in conversion rate over the last few years, however the same report signifies an increase in multi-device attribution which could suggest the focus on decreasing mobile dropout could be on enabling a better multi-device experience.</p> <p>For example if you have a fairly complex product that needs configuration and then consideration, offer the user the ability to save their configured product to email to view later, most likely on desktop or tablet perhaps if they want a better look later.</p> <p><em><strong>Tasin Reza:</strong></em></p> <p>I always say Keep Things Simple Stupid (KISS) and for mobile, this is even more important. The fewer steps users have to complete on mobile, the better their experience will be. For example, we have seen an increase in mobile conversion rate with the introduction of the PayPal express checkout.</p> <p><img src="https://assets.econsultancy.com/images/0008/9323/pp_express.jpg" alt="paypal express checkout" width="400"></p> <h4>4. <a name="What%20are%20your%20absolute%20UX%20no-nos?%20(e.g.%20carousel,%20type%20of%20nav,%20type%20of%20content%20etc.)"></a>What are your absolute UX no-nos? (e.g. carousel, type of nav, type of content etc.)</h4> <p><em><strong>Paul Rouke:</strong></em></p> <p>Firstly, are you conducting user research? If not, then how can you start to know 100% that some of your UX isn't working for your visitors? If and when you develop an experimentation culture, nothing is specifically a no-no – you will research and potentially test what is working or not working for your visitors.</p> <p><em><strong>Depesh Mandalia:</strong></em></p> <p>Lots of research has been put in on the use and impact of carousels and this continues to remain a UX no-no. The primary problem is of user focus and the impact on cognitive load. The more the user has to think about or decide between, the less likely they are to make a positive choice.</p> <p>Another definite no is music auto-play, which Facebook recently announced they'd be enabling by default for videos. There's nothing that annoys customers more (perhaps) than visiting a website with sounds on auto-play when you're not expecting it. This happens on some news and media sites which run auto-play videos.</p> <p><em><strong>Matt Lacey:</strong></em></p> <p>Nothing is sacred when designing an experience, but there are design principles and common heuristics that provide solid foundations for a great experience.</p> <p>We have seen examples on different sites where features and functionality perform quite differently based on context and environment. For example, carousels have won in some A/B tests and lost in others. Both long-form and short form landing pages have won in different contexts as well.</p> <p>If we can move more quickly through cycles of good design using common sense conventions, conducting user research and split testing, we will ultimately build better experiences.</p> <p><em><strong>Tasin Reza:</strong></em></p> <p>There are a couple of things:</p> <ol> <li>Don’t try to trick the user into doing something. While you can get a short term gain, in the longer term this will have a negative impact on the brand. </li> <li>Don’t overload the user with too much content at once. As humans, our attention span is reducing and based on a study I came across, it’s less than a goldfish! What this means is if you try to give a lot of unnecessary content that’s not relevant, users will struggle to find the content they are truly after. </li> </ol> <h4>5. <a name="What%20are%20the%20best%20tools%20for%20CRO?%20Has%20Google%20Optimize%20been%20widely%20adopted?"></a>What are the best tools for CRO? Has Google Optimize been widely adopted?</h4> <p><em><strong>Tasin Reza:</strong></em></p> <p>Based on my personal experience of working with a variety of tools, Optimizely is still the leading tech for CRO. Google Optimize is still in its infancy from a testing tools’ perspective. However, for companies who are just starting their CRO programme, this can be a great tool to prove the return on investment of CRO.</p> <p><em><strong>Paul Rouke:</strong></em></p> <p>The most important tool for businesses is what they have huge access to – their employees' brains. So often people and their expertise and ideas are overlooked or under-utililised – or simply not given the time to apply themselves to conversion optimisation strategy.</p> <p>Tools and technology in the classic sense are purely the facilitator to run experiments. There are too many companies who have "all the gear, and no idea" in my years of experience. There are also huge levels of investment made in tools that simply aren't being utilised to anywhere near their potential.</p> <p><em><strong>Depesh Mandalia:</strong></em></p> <p>As a marketing agency, we work with clients solely on Facebook advertising. However we also have a set of indispensable tools we convince clients to adopt from Hotjar, Google Analytics, a landing page tool like Leadpages or Unbounce and an email automation tool like Autopilot HQ.</p> <p>For any marketing channel to be effective, each part of the journey needs to be optimised from the first ad impression onwards. CRO therefore becomes an integral part of the marketing work we undertake to enable us to take joint responsibility with our clients on converting prospects.</p> <h4>6. <a name="What%20sorts%20of%20dynamic%20content%20and%20strategies%20are%20cutting-edge%20optimisers%20experimenting%20with?"></a>What sorts of dynamic content and strategies are cutting-edge optimisers experimenting with?</h4> <p><em><strong>Paul Rouke:</strong></em></p> <p>Businesses that have embedded an experimentation culture are now focusing a lot of attention on behavioural targeting, advanced personalisation and programmatic.</p> <p><em><strong>Tasin Reza:</strong></em></p> <p>I believe the best thing about CRO is the opportunity to be bold, be innovative and have a fail-fast approach. We have been doing some amazing experiments to try out things that no one has tried before. This allows us to test and learn and move forward with bigger wins.</p> <p style="font-weight: normal;"><em><strong>Depesh Mandalia:</strong></em></p> <p style="font-weight: normal;">Whilst old school for some, we're still seeing the benefits of dynamic landing pages based on advertising content. For example sending a link from a Facebook ad into a landing page, with data in the URL which the landing page interprets allows us to serve content and creative on the landing page to match the ad.</p> <p style="font-weight: normal;">It may sound trivial yet being able to dynamically create landing page experiences on the fly allows us to scale faster. </p> <h4>7. <a name="What%20are%20the%20pros%20and%20cons%20of%20machine-learning-led%20solutions?"></a>What are the pros and cons of machine-learning-led solutions?</h4> <p><em><strong>Matt Lacey:</strong></em></p> <p>I’m really excited about some of the areas where machine learning is being applied to optimising experiences. For example, using machine learning to identify segments that are under- or over-performing based on a wide range of factors, and then tailoring their experience to improve performance.</p> <p>However, there are a few caveats to consider. Machine learning can help us to optimise within a fixed set of constraints, but this leads to a set of limitations. How does it account for brand or lifetime value? How do we identify the size of opportunity within those constraints? How does it impact our approach to broader innovation to grow out of local maxima?</p> <p>The challenge is how to balance human judgment and machine optimisation, but get this right and the opportunities look exciting to say the least.</p> <p><em><strong>Depesh Mandalia:</strong></em></p> <p>I attended Turing Festival last summer in which Oli Gardner (co-founder at Unbounce) gave an amazing talk on how they're using machine learning to optimise landing pages before they're even launched to real users. The fascinating part is that what they were building would become self-learning. It was still in the works and who knows how long it would take to mature the technology but a company like Unbounce, with the millions of data points they have, could really help accelerate learnings for any company, but especially those that suffer from low traffic.</p> <p><em><strong>Tasin Reza:</strong></em></p> <p>Pros – initially heavy resource involvement but later it would automatically provide the best experience. Cons – lack of control. </p> <p><em><strong>Related reading:</strong></em></p> <ul> <li> <a href="https://econsultancy.com/reports/conversion-rate-optimization-report/">Conversion Rate Optimization report</a> (subscriber only) </li> <li><a href="https://econsultancy.com/blog/68466-could-ai-kill-off-the-conversion-optimisation-consultant/">Could AI kill off the conversion optimisation consultancy?</a></li> <li><a href="https://econsultancy.com/blog/68648-five-predictions-for-conversion-rate-optimisation-cro-in-2017/">Five predictions for conversion rate optimisation in 2017</a></li> <li><a href="https://econsultancy.com/blog/68839-the-10-principles-for-creating-amazing-online-retail-experiences/">The 10 principles for creating amazing online retail experiences</a></li> </ul> tag:econsultancy.com,2008:BlogPost/69402 2017-09-13T12:29:00+01:00 2017-09-13T12:29:00+01:00 Save the recruitment fees: Focus on process & culture, not more resources James Hammersley <p>Yet one of the observations we would have of many organisations is that they are not short of resources. You might think then that the issue is a shortage of the ‘right’ people, but that’s not necessarily true either.</p> <p>I have begun to wonder whether part of the problem is that as ecommerce develops we are less and less sure about what it is we need. Under these circumstances, particularly if we are being pushed for performance improvements, instincts encourage us to look for more heads and I think that counting heads is the wrong place to start.</p> <p>Our experience suggests that heads are the last things to worry about. Where you need to start is with how you want to work. This can be split into three things:</p> <h4><strong>1. Culture</strong></h4> <p>Organisations can behave badly, or at least the people in them can. In ecommerce we need everyone to work together, quite often including support functions such as legal and compliance as well as the more obvious IT and marketing.</p> <p>Function-first cultures abound in many places and these can at best slow down efforts to improve performance and at worst militate against them.</p> <p><img src="https://assets.econsultancy.com/images/0008/8923/badly.png" alt="" width="508" height="254"></p> <p><em>For more on this point, download Econsultancy's guide to <a href="https://www.econsultancy.com/reports/building-a-digital-culture">Building A Digital Culture</a>.</em></p> <p><strong>2. Processes</strong></p> <p>Part of the reason why key functions can impact adversely on ecommerce teams is that there is no shared process to underpin roles and expectations. This gives permission for ‘localism’ and enables turf wars and the metaphorical stamping of feet.</p> <p><strong>3. Expert-led thinking</strong></p> <p>Experts in our world are often the cause of failure rather than the answer to a problem. I don’t mean specialists – these are generally very useful to have as they bring expertise and specific skills to help resolve problems.  </p> <p>I’m referring to the self-described ‘expert’ that does seem to exist in many ecommerce teams. You know the types, they start their contributions with phrases like: ‘as a UX expert’ and throw all the jargon in that allow the rest of us to play digital bingo as they talk.</p> <h3>The solution</h3> <p>Generally speaking, if you want to build a high-performing ecommerce team then you will need to be active in your management of culture, processes and egos. In immature functions this is a real challenge but if you get this right, it opens up significant opportunities to be quite radical in resourcing.</p> <p><strong>Cultures need to be customer-centric.</strong> They need to value, recognise and reward constant curiosity about the customer in the market as well as the current customer. They need to be driven by a desire to understand why people do and do not buy or become a lead or self-serve. Cultures that work best in ecommerce are curious, open, learning and rigourous about data and insight.</p> <p><strong>Processes need to be cross-functional.</strong> They should be disciplined and driven from the customer agenda not from a particular functional one. At every stage decision-making needs to be well defined including the data/insight required to make effective decisions. They have to include a test and learn discipline that iterates and links back into developing the understanding of the customer agenda.</p> <p>People need to be low-ego, high standards and low maintenance. They have to be able to collaborate internally and externally and they have to be able to follow a structured disciplined process. Technical specialists are important, but even more important is to ensure you identify the right capabilities that drive performance.  </p> <p>In our view these aren’t defined by activities such as UX/CX or web analytics but by skills sets that can make a competitive difference regardless of where they are deployed:  </p> <ul> <li>Data comprehension and manipulation</li> <li>Customer insight generation process</li> <li>Commercial understanding</li> </ul> <p>Thinking this way about capabilities changes the ‘talent’ pool from a rather limited one into one that embraces a very wide range of disciplines and backgrounds. After all, ecommerce isn’t rocket science is it? What differentiates the outstanding performers are those who understand their customers and the customers in their market and know how to use that to develop optimised executions through a process of test and learn.  </p> <p>That’s true whether you are marketing, selling or building customer relationships.</p> <p>Resourcing against the values that build the right cultures, the attitude that accepts the need to work collaboratively and within strong common processes and a genuine interest in customers rather than themselves is likely to deliver far better outcomes. It will also make your ecommerce team a great one to work for.</p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68840-culture-and-digital-transformation-how-to-build-a-living-business/"><em>Culture and digital transformation: How to build a 'living business'</em></a></li> <li><a href="https://www.econsultancy.com/blog/69324-10-companies-with-a-digital-culture"><em>10 companies with a digital culture</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/69380 2017-08-31T09:53:00+01:00 2017-08-31T09:53:00+01:00 Arsenal vs. Spurs: Which Premier League club offers the best mobile UX? David Moth <p>Since redesigning and replatforming <a href="https://arsenaldirect.arsenal.com/">their retail site</a> with SAP Hybris Commerce, the club has seen an 86% increase in mobile transactions, a 42% increase in sales, and a 57% reduction in page load time.</p> <p>The ability to checkout using Euros, US dollars, Australian dollars has contributed to a 48% increase in sales from outside the UK. A fine result indeed. To give an idea of the work that has been carried out, here are before and after images of the product pages.</p> <p><img src="https://assets.econsultancy.com/images/0008/8577/Old_Arsenal_Direct_PDP.png" alt="" width="700" height="469"></p> <p><em>The old design</em></p> <p><em><img src="https://assets.econsultancy.com/images/0008/8578/New_Arsenal_Direct_PDP.png" alt="" width="650" height="478"></em></p> <p><em>The new design</em></p> <p>The redesign included:</p> <ul> <li>Cleaner design with a focus on key products and imagery.</li> <li>Better visibility of key customer journeys; shop-by-player and shirt personalisation.</li> <li>Improved rendering of shirt personalisation.</li> <li>Improved shirt personalisation journey based on mobile first principles.</li> <li>Redesign of the checkout also based on mobile first design principles.</li> </ul> <p>It’s the last two points that I’ve chosen to focus on for this article, because the 86% increase in mobile transactions is quite impressive. To add an element of competition, I’ve compared Arsenal’s mobile journey versus that of my own club, the Hotspurs.</p> <p>Read on to find my totally unbiased appraisal. And for more on digital in the Premier League, checkout these other posts:</p> <ul> <li><a href="https://econsultancy.com/blog/69332-how-premier-league-club-websites-are-changing-a-swansea-and-stoke-case-study/">How Premier League club websites are changing: A Swansea &amp; Stoke case study</a></li> <li><a href="https://econsultancy.com/blog/68696-digital-transformation-in-the-premier-league-southampton-fc-s-fan-first-strategy/">Digital transformation in the Premier League: Southampton FC's fan-first strategy</a></li> <li><a href="https://econsultancy.com/blog/68828-after-years-of-apathy-football-clubs-are-embracing-digital-transformation">After years of apathy, football clubs are embracing digital transformation</a></li> </ul> <h3>My Arsenal journey</h3> <p>The homepage has a hero image that aims to nudge people towards buying the new away kit. It features an indifferent Mesut Ozil, goal-shy Theo Walcott, and a third player who I don’t actually recognise. How can I resist clicking ‘Shop now’?</p> <p><img src="https://assets.econsultancy.com/images/0008/8561/Arsenal_1.png" alt="" width="250" height="444">  <img src="https://assets.econsultancy.com/images/0008/8563/Arsenal_product_listing.png" alt="" width="250" height="444"></p> <p>The product page is clearly designed to get people to personalise their shirts. One could very easily accuse Arsenal of employing <a href="https://econsultancy.com/blog/68973-13-examples-of-dark-patterns-in-ecommerce-checkouts">a dark UX pattern here</a>, pushing people towards the more expensive option.</p> <p>Adding a name and number to the shirt is very simple and the product image immediately reflects your choice. Not rocket science, but still all very quick and user-friendly thus far.</p> <p><img src="https://assets.econsultancy.com/images/0008/8564/Arsenal_4.png" alt="" width="250" height="444">  <img src="https://assets.econsultancy.com/images/0008/8565/Arsenal_5.png" alt="" width="250" height="444"></p> <p>One criticism would be that the shirt cost has jumped from £55 to £71 without warning. I would expect a personalised shirt to cost more, but the new price is shown below the 'Add sleeve patches' call-to-action, so users might miss the price increase if they don't scroll down past the CTA. A bit sneaky perhaps, and some users might abandon their purchase if they reach the checkout without noticing the price hike.</p> <p>And by the way, those sleeve patches are an extra £8.</p> <p><img src="https://assets.econsultancy.com/images/0008/8566/Arsenal_8.png" alt="" width="250" height="444">  <img src="https://assets.econsultancy.com/images/0008/8567/Arsenal_checkout.png" alt="" width="250" height="444"> </p> <p>As promised, the checkout is very simple to use and ticks <a href="https://econsultancy.com/blog/65493-10-of-the-world-s-best-mobile-commerce-checkouts/">all the best practice boxes</a>. A progress bar lets me know it won’t take long to make the purchase and <a href="https://econsultancy.com/blog/65311-seven-important-ux-requirements-for-online-postcode-validation">the postcode lookup tool</a> simplifies the process of entering personal details. It even accepts Paypal.</p> <p><img src="https://assets.econsultancy.com/images/0008/8562/Arsenal_checkout_2.png" alt="" width="250" height="444">  <img src="https://assets.econsultancy.com/images/0008/8568/Arsenal_checkout_3.png" alt="" width="250" height="444"></p> <p>Standard delivery is almost £5 though, which seems steep at a time when most retailers offer free delivery or click and collect options. In total my order comes to £83.95.  </p> <h3>The Arsenal result</h3> <p>Overall the mobile purchase journey for a personalised Arsenal shirt was extremely quick and easy. The path from product page to checkout completion was very slick and intuitive, with each screen only requiring a handful of interactions.</p> <p>You could argue that it would be better to condense the checkout onto a single screen, but I don’t think that matters too much as long as there’s a progress bar and each page is short and simple.</p> <h3>My Tottenham journey</h3> <p>I breathed a sigh of relief that Spurs have a mobile site – it would have been a crushing blow if we fell at the first hurdle. </p> <p>The hero image on the homepage promotes Champions League merchandise, an option that wasn’t available on the Arsenal site for some reason. It takes three clicks to get to the home shirt product page, which costs £60. </p> <p><img src="https://assets.econsultancy.com/images/0008/8569/Spurs_homepage.png" alt="" width="250" height="444">  <img src="https://assets.econsultancy.com/images/0008/8570/Spurs_product_page.png" alt="" width="250" height="444"></p> <p>I’m trying to be objective here, and I think that the product pages are pretty much on par with one another.</p> <p>Both have good product images, and while Spurs get bonus points <a href="https://econsultancy.com/blog/9366-ecommerce-consumer-reviews-why-you-need-them-and-how-to-use-them">for product reviews</a>, I prefer Arsenal’s use of buttons to choose the shirt size instead of a dropdown menu. And if we’re assuming that both clubs would prefer to nudge fans towards getting a personalised shirt, then Arsenal’s CTA is probably more effective. </p> <p>If a customer opts for a personalised Spurs shirt, the options are presented in a pop up rather than on a new screen. Though it’s a slightly different experience, the outcome is the same – you enter your name and number and the product image is updated accordingly.</p> <p><img src="https://assets.econsultancy.com/images/0008/8571/Spurs_product_page_2.png" alt="" width="250" height="444">  <img src="https://assets.econsultancy.com/images/0008/8572/Spurs_personalisation.png" alt="" width="250" height="444"></p> <p>Spurs do offer some extra options though – you can choose between two fonts (Spurs Lettering or Premier League Lettering), though I’m not sure if that was reflected on the product image as I couldn’t tell any difference. And there’s also the extra option of Champions League badges, again an option that was missing from the Arsenal site.</p> <p>Spurs gain points here for being a bit more upfront about costs, but unfortunately our flaky nature now comes into play...</p> <p>You notice that heart icon at the bottom right of the personalisation screen? I clicked it, but as far as I can tell it didn’t do anything other than boot me back to the product page, deleting the shirt information I had just filled in.</p> <p>Also, if you click the blue 'Confirm’ button, the shirt is subtly added to your basket without any real warning. But you’re then left on the product page, where the price hasn’t been updated to reflect the personalised name and number. </p> <p>Worse still, the next logical step is to click the ‘Add to Bag’ button. But if you click ‘Add to Bag’ you then actually have two items in your basket. And at the checkout you can’t delete the items individually, you have to either buy both shirts or delete the entire order. I wasn’t actually planning to buy a shirt, and I still got frustrated at all this clicking.</p> <p><img src="https://assets.econsultancy.com/images/0008/8574/Spurs_checkout_2.png" alt="" width="250" height="444">  <img src="https://assets.econsultancy.com/images/0008/8573/Spurs_checkout.png" alt="" width="250" height="444"></p> <p>Pleasingly, the checkout experience is very swift. It all sits on one page, with concertinas expanding out as you move through each phase.</p> <h3>The final result</h3> <p>While the checkouts are evenly matched, Arsenal win this little UX test as Tottenham have contrived to shoot themselves in the foot at the last minute (just like both our home games so far this season...).</p> <p>On the product page Spurs don’t make it clear that the personalised shirt has been added to the user’s shopping basket, nor does the product page reflect the updated cost. It leads to a lot of unnecessary confusion and frustration, which lets down an otherwise quick and simple purchase journey.</p> <p>In contrast Arsenal’s mobile user journey requires minimal thought or effort on the user’s behalf. My only criticism would be that the additional costs for personalising a shirt are not made clear, which could lead some fans to <a href="https://econsultancy.com/blog/11182-basket-abandonment-case-studies-and-tips-to-help-improve-your-conversion-rates">abandon their purchase</a>.</p> <p>Overall then, Arsenal win this user test. Does that make this the ecommerce version of St Totteringham’s Day?</p> <p><em>To learn more on this topic, check out these Econsultancy resources:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/mobile-user-experience-mobile-marketing/"><em>Mobile UX (User Experience) &amp; Marketing Training</em></a></li> <li><em><a href="https://econsultancy.com/reports/user-experience-and-interaction-design-for-mobile-and-web">User Experience and Interaction Design for Mobile and Web</a></em></li> </ul>