September 17, 2019
Ecommerce business: Interative home page teseting: part 1 – Vab Dwivedi at CXL Live

Ecommerce business: Interative home page teseting: part 1 – Vab Dwivedi at CXL Live


Home page testing can be quite political. There’s a lot of emotions. Super fun. So our home page was you know pretty standard home page probably still is kind of a standard home page it’s what you would expect to see you know there’s some banners there’s some content areas there’s a bunch of links in the footer that no one’s ever gonna click on right. But at least they’re there their home page placement says you guys are familiar about two years ago we acquired a small company and a small merger called EMC and that forced us to rethink about what it is that we needed from our home page. There there’s now a need to be able to talk to different personas to serve even more content before hopefully get people to engage with it. And as Rene was just talking about it’s important to be able to do this across any device that they choose to engage with us whether they’re B to C or B to B. It’s got all got to work in some way. So how do you get from where you were to where you need to be. And the answer for us the way it works is we do a lot of testing. A lot of iterative testing over a long period of time. So this is a small sampling of some of the tests that we ran for different types of home pages serving up content in different manners. You can see we’ve got giant banners we’ve got modular banners small content areas. There’s different features that are being tested like larger search boxes navigation that’s open by default depending on what type of device you’re visiting on really trying to figure out for each type of these different business segments for each of these different personas. What is it that’s going to ultimately work better. The only way you can go about doing that is by digging into a ton of data. So you start with financials you look at overall financial and we start breaking it down by transactional buy by commercial. You measure all the different content areas that you’re introducing or you getting engagement is that engagement then leading to actual conversion. And there’s different types of content. So you’ve got merchandising content you’ve got marketing content learn content try to understand what’s driving the most engagement what’s actually driving the most conversion Legion still an important part as Rene was just talking about especially for the B2B space. So we’re seeing how we’re impacting people getting to legion from from the home page. New visitors return visitors would basically slice it up every way possible. And then we go again even deeper because we’re talking about additional features. So I mentioned the masthead that’s expanded by default to larger search box we start looking at the different variations. Are we driving additional usage and then ultimately is that usage actually translating into anything. I mean are people just clicking because it’s there or is it actually helping them get somewhere and then ultimately convert and cold and warm states so there’s some intelligence behind some of this content based on what we know about you. So we’re serving up content dynamically So how does all this stuff impact you as you’re going from cold state to warm state. I talked about the devices so that all of this stuff has to then be sliced up by the different device types that are coming to your site. So we’re looking at desktop laptop tablet visitors mobile visitors trying to understand who’s engaging with what on what device and what’s most effective. So it’s a pretty big change very politically charged but we were able to get everyone to focus on the data. We’ve we’ve worked really hard over the years to get people to a point where you know our executives are trained to say like OK well we disagree someone go run a test and figure it out which is great that that’s ultimately where you want to get to but then to thought that you’ve got to be willing to slice up the data a thousand different ways to answer all the questions that are going to come.

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