Bob Williams

A/B testing shows more than conversion rates

September 19th, 2011 | Leave a comment | Tags: , ,

I recently tested two different versions of an updated landing page to a site that I manage. During the design process the usability analyst received feedback from people not associated with the site on several manual wireframe prototypes. With this input, she developed a couple of rough mockup designs using powerpoint and went through another round of user group feedback. Ultimately she narrowed down the designs to two leading options.

The two leading page designs were then developed and placed on the site as the new landing page in a 50/50 A/B split. Our initial thought is that we would compare each design against the baseline conversion rate established by …Continue reading >>

Bob Williams

Three golden nuggets for eCommerce financial metrics management

July 30th, 2010 | Leave a comment | Tags: , ,

The ultimate goal of financial metrics in your eCommerce operation is to provide a measurement against revenue and profits required to sustain and grow your business. Choosing which financial metrics to measure can be a tricky endeavor. You want to make sure to capture relevant data that define your business and to use your time wisely. Common areas of measurement include revenue, average cart purchase, up-sell ratio, retail dollars, number of items in the cart, cost to operate, adword spend,and delivery dollars.

But what is financial metrics management really about and how should you structure this part of your eCommerce operation?

Use financial metrics that define the success of your …Continue reading >>