The Dangers of Quick A/B Tests

dangers-of-running-a-quick-test

Testing is a science, and scientists go to great lengths to obtain accurate results. They ensure accuracy by writing a solid hypothesis, creating clean environments, minimizing outliers, and waiting for enough data to collect. You may not be looking for a cure or an answer regarding the cosmos, but if you want accurate results, you have to take a similar scientific approach.

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Reaching Statistical Significance

Conversion-rate-improvement-in-optimizely

When a test disproves your hypothesis, it can be disappointing. While you learn something about your customers, you don’t get the thrill of the win. Still, losing is not nearly as disappointing as a test that never ends. So why do some tests reach statistical significance quickly and some never get valid results?

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Testing the Mini Cart

Every eCommerce blog and agency considers mini carts to be a best practice (including us). They give a visual confirmation that a product has been added to the cart, but more importantly, they keep the user on the product page, which makes it easier for them to find more products. Still, we had never seen data proving that a mini cart is a must-have. So we created a plan to get some answers using qualitative and quantitative data. Read More

Liberating Your Google Analytics Data

exporting your data

When should you export your data?

Google Analytics’ user interface allows you to slice and dice extensive amounts of data, but what if you want to do more? For example, you may want to merge backend eCommerce data for serious customer segment data mining, design beautiful and actionable dashboards, or combine Google Analytics Data with SEO keyphrase research to rank keywords. To perform any of these tasks, you will need to liberate your data by exporting it to a program. Read More

The End of Lazy Reporting

The Trending Delta

Making changes to your eCommerce site without measuring the impact is like getting dressed in the dark. The first step in getting smarter about these enhancements and understanding how moving needles relies on a commitment to measuring their effect. To get the most accurate measurement, we recommend testing every change you make side by side with the original. In the event that doing so isn’t possible, a before and after report is your next best choice.

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Redesigning with Intelligence

redesigning-with-intelligence

It’s not crazy to assume that when you redesign, you hope to increase your revenue. That said, the results you’ll see after a redesign don’t always improve revenue. In fact, they often do the opposite. According to a study by Forrester, redesign provides a 44% chance to decrease performance, a 39% chance to decrease conversion, and a 25% chance to decrease average order value.

If you hope to improve your odds, you’ll need a lot more than the vision of a creative director. You’ll need to introduce Intelligence before, during, and after you put together a design.

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How to Drive Conversions with Your “About Us” Page, Part 2

A few months back, you may have read an article on our site concerning how to use About Us pages to increase conversions, confidence, and brand loyalty. While I’m sure you loved the advice, you probably wanted to see an example. I figured that, so I had our wonderful graphic designer, Laura Henderson, put together some before & after mockups for our fictional brand, “Orange Walnut.”

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How Product Listing Ads Attract More Targeted Traffic

attracting visitors

As an eCommerce manager, one of the primary challenges you face is getting visitors to your site. Even more vital (and difficult of course) is getting targeted traffic, which you count on to convert into sales. Running pay-per-click ads on Google Adwords makes collecting targeted traffic easy, but such ease means your competitors are probably doing the same thing. If you want to generate more targeted traffic than your competitors, you’ll need to take advantage of Product Listing Ads.

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