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What’s Holding Retail Ecommerce Teams Back?
With limited resources and an abundance of available content to consider, ecommerce teams today are challenged to improve site flexibility and ensure their site’s user experience (UX) is successful, using nothing but their own wisdom, experience and expertise. limited software tools.
Here we will reveal two practical solutions to the problems that ecommerce teams face and highlight how those same teams can overcome some of the challenges that hold them back.
Challenge 1: Adopting the right A/B testing strategy
“Stop A/B testing, you’re wasting your time” (Matt Henton, Director of ecommerce, Moss Bros). At a recent conference Future: The Business Rebels Conference, washing machine enthusiast Matt Henton, angered the business community with this statement in his presentation. It was mostly tongue in cheek, but there was a point to be made. Matt pointed out that many teams spend more time than they need to test everything, instead, brands should prioritize the tests they are testing to only test the ones they are confident of passing.
Matt pleaded with the teams to just fix the “damages” on their website. A quick win is to check your 404 logs and see if there are any recurring issues. If there is a certain 404 link that gets visited multiple times then just fix it before it becomes a problem and affects your revenue/usage in the long run. Matt appreciated the importance of understanding what users are doing (where they are frustrated by multiple clicks on a certain ‘chunk’ for example).
What is holding back many ecommerce businesses is that they struggle to quickly answer these questions:
How much money did my homepage hero earn this week and is it more or less than last week?
Does my burger menu or search bar drive higher conversions on my mobile site?
Why is the school leaving basket so big?
Why are returning visitors struggling to fill out a certain form?
Businesses facing these questions often rely on traditional analytics to find answers. But traditional analytics can only tell ecommerce teams what customers are doing on their website, not why and how they’re doing it. Some of the same ecommerce teams have used repetitive tools to try to understand what they do, but the same frustrations arise. Brands should look for tools that show integrated user journeys in a visual way, enabling them to understand why customers are leaving their site and measure the revenue generated by the behavior of each ‘block’. There is a great need to understand the golden or broken journeys of customers, feeding them information that can be used to test ideas and understand why tests are successful or not.
Challenge Two: Fighting mud and HiPPOs
In every organization there is a powerful and dangerous animal. The HiPPO.
The results of HiPPO (high paid person’s opinion) can be problematic in opinion testing and raise issues that occur in ecommerce groups as an attempt to adopt written content or HiPPO.
How many of you test fantasy for one or both of the reasons below?
“Because I had an idea and I wanted to see if it worked…”
“Because my boss told me that…”
More often than not, road testing focuses on the above rather than those using data to drive, back and explain their testing. Digital communities must come to a single source of truth. Their first test may be one of many; their sales team, their marketing team, their CEO, or worse, the “it’s the way we’ve always done it” mantra.
Testing is hard, and people get used to doing things a certain way, so it’s hard to convince teams to change their way. But as a digital community, the truth is that it is your job to tell the truth, not opinions or biased opinions. Each brand will have an idea about their customers and what they want. Ecommerce teams in all industries must have a culture of exchanging ideas and data.
Organizations need to rely on data, because user behavior is so vast that numbers alone cannot reveal usability issues. If you are blindly following performance tests, this can lead to speeding up the design process and creating an inconsistent product. Questions arise:
How do you measure test success?
Is conversion always worth it?
Success is not just about optimization (CRO), as ecommerce teams want users to come back and buy from their website time and time again. The right approach is to balance CRO with solving user problems to create long-term profits. In an ideal world, you’d want to do quantitative testing and practice at the same time, but how many brands have the time and resources to do this?
Instead, set metrics goals before you start the test and then report on them based on traditional ‘win/lose’ concepts. And make sure you don’t get carried away with small wins. While it’s value and expansion may be important, you don’t want it to be a barrier to new services that will delight your customers.
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