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Ecommerce Website Experimentation Tips from Dermalogica

Whether you’re building your ecommerce website optimization program from the ground up or are looking to make a few meaningful tweaks to your existing strategy, it can be tricky to know where exactly to start. To identify opportunities for improvement in any ecommerce conversion rate optimization (CRO) program, we enlisted the expertise of Eddie Dunk, Ecommerce Manager at Dermalogica.

During his Convertapalooza session, “Kicking Up Your Experimentation Tempo”, Eddie discussed how he works with a global team to collaborate on experiments, uses research to determine what to test, and runs a high-velocity optimization program. During his 20-minute presentation, he covered countless insights that have helped him achieve CRO success at Dermalogica.

To give you a sneak peek of his session, we’ve pulled some of our favorite tips that he covered. Keep reading to snag a few of Eddie’s ecommerce website experimentation pointers, or watch his full presentation here.

Prioritize Testing Velocity Over Quality

Let’s face it— most website experiments fail. In fact, according to Eddie, Dermalogica UK’s experimentation success rate is only 16%! With low numbers like that being the norm across the industry, Eddie recommends kicking up the velocity of your experimentation program to learn faster. Rather than trying to run perfect experiments, Eddie says you can reach your conversion goals faster by prioritizing quantity over quality.

Collect Customer Feedback

To run an always-on, high-velocity experimentation program you’ll need a lot of ideas. Eddie recommends letting others ideate for you by collecting a constant stream of customer feedback. Customer reviews can help you understand visitors’ concerns about your products or their pain points, allowing you to create new experiments that speak to these needs.

But, when it comes to collecting customer feedback, according to Eddie the single most important thing you can do is implement post-purchase surveys asking visitors to rate their website experience. In doing so you can get website feedback directly from your target audience and experiment with customer suggestions on the fly.

Invest in a Heatmap Tool

According to Eddie, another great way to get website inspiration is through the use of heatmaps. Through shades and a spectrum of colors, heatmaps display where user activity is “hot” (red) and “cold” (blue) on a given web page. This information can help you identify experimentation opportunities on your website to keep your testing velocity as high as possible.

Want more of Eddie’s expert tips on ecommerce website experimentation? Watch his full presentation, “Kicking Up Your Experimentation Tempo”, now!

Kicking Up Your Experimentation Tempo