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Merging Creativity and Experimentation for Better User Experience

The Science of Web Design

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About Blinds.com

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What we’ll cover as we talk today…

• Making Testing Part of Your Mkt Culture

• Cultivating GOOD Ideas

• Evaluating and Prioritizing Tests

• All the while, avoiding testing pitfalls

– Too small?

– Too complex?

– When do I give up?

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Making Testing Part of Your Marketing Culture

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And make it exciting…

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Cultivating Good Ideas

YOUR PEOPLE:Ask ideas from ALL your employees, especially those who talk to customers. For REAL.

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Cultivating Good Ideas

YOUR CUSTOMERS:Ask your customers for ideas (emails, calls, surveys, etc.)

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Cultivating Good Ideas

YOUR DATA:Pay attention to customer actions to find out what matters to your audience (pathing, bounce rate, heat mapping, etc.)

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Okay, okay, looks fun! But howto I know what to test…and when

to test???

Evaluate:• Revenue Impact• Time to Complete• Resource Availability

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Buuuut, you said there would be pitfalls?

• Too Small?

• Too Complex?

• Gah! How many times to fail before I give up?

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Now for some of our wins

(and losses…then wins)

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• Category Conversion – 0% Lift• Product Page Conversion – 4.73 % Lift

UX Pathing: Category Page Testing

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Navigation Testing: Header

• Search – Lift 9.5%• Sampling – Down 5%• Category Page Views – Down 16.5%• Product Page Views – Down 5%

• Conversion Rate – Lift 3%!• Searches and Smpling was

elevated!

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Navigation Testing: Header

• Conversion Rate – Lift 3%!• Searches and Sampling was

elevated!

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Product Page: Best Sellers

• Conversion – Down 2.95%• Sampling – 0%

• Conversion – Down 2.5 %• Sampling – Lift 8.5 %

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Product Page: Mobile Optimization• Entry to Checkout - 100% Lift!• Conversion - 30% Lift!

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Email: StephanieP@Blinds.comLearn more: Labs.Blinds.com

Illustrations byErica Bogdan

Instagram: @_foxxlore