Slides from our webinar which will spotlight the framework for an effective eCommerce optimization methodology. This data-driven process from start to finish will be presented and we will highlight a customer success story with Skis.com Key Takeaways: 1- How to leverage data to isolate "friction" areas within your user experience 2- How to understand the revenue impact of your testing and segmentation efforts 3- Key practices to improve your templates within fundamental transactional pages 4- A roadmap so you can start and execute this process within your business

1. + +
Checkout Optimization Best Practices
Improvement cultivated from a data-driven process

2. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Agenda
● Introductions
● Trinity Insight’s Optimization Methodology & Testing Process
● VWO Technology & Deployment
● Testing Results from Skis.com Checkout
● Recap of Learnings
● Q & A

3. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Introductions
Skis.com - Leading online provider of adventure winter sports products and apparel
Scott Touchette
Director of Technology
Trinity Insight - Optimization agency that specializes in driving traffic & increasing conversion for brands
Jeremy Weis
Director of UX Programs

4. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
We believe in continuous experimentation that presents the right experience, to the right user,
at the right time. This enables us to strategically and intelligently evolve the overall user
experience of every website we partner with.
Optimization Methodology
ANALYZE ENGINEER IMPROVE

5. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Testing Process

6. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
VWO Technology and Deployment
● Add a JavaScript snippet, one time, to any page you want to test.
● Create campaigns with a Point-and-Click editor or add your custom HTML/JavaScript.
● VWO offers A/B Testing, Split URL Testing, Multivariate Testing and more.
VISITORS
VWO
YOUR WEBSITEWEB PAGE LOADING...

7. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Optimizing the skis.com Checkout Funnel
Trinity Insight conducted 4 experiments within the skis.com checkout funnel.
The areas that were experimented on include:
➔ Checkout Navigation A/B Test
➔ Checkout Trust A/B Test
➔ Checkout Forms Multivariate Test
➔ Checkout Shipping/Coupon Multivariate Test

8. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Checkout Navigation A/B Test
Hypothesis: By removing both
primary and secondary navigation, as
well as search functionality, users will
more readily focus on completing
checkout. Increased visibility of
customer service and trust
messaging will help improve
customer confidence, leading to an
increase in checkout completion rate.
Variation conversion difference:
+7.90%
Confidence Level:
98.74%

9. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Checkout Trust A/B Test
Hypothesis: By introducing highly
visible trust and customer assurance
images in close proximity to the
checkout button, we are looking for
an increase in conversion rate for this
segment.
Variation conversion difference:
+2.37%
Confidence Level:
95.03%

10. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Checkout Forms Multivariate Test
Hypothesis: By adding zip code
lookup, credit card type auto-detect
and displaying credit card and paypal
payment options at the same time,
there will be an increase in checkout
completions.
Combination 6 (Zip Code Lookup)
conversion difference:
+4.85%
Confidence Level:
97.63%

11. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Checkout Shipping/Coupon Multivariate Test
Hypothesis: By simplifying the visual
appearance and options within the
checkout page, minimizing customer
distraction, there will be an increase
in checkout completions.
Combination 4
conversion difference:
-2.43%
Confidence Level:
83.28%

12. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Recap of Learnings
● 4 different “best practice” changes were tested
● 3 of the 4 experiments produced statistically significant positive results
● Alterations that are often deemed a “best practice” won’t always
correlate with every user across every website.
● Experimentation allows us validate our thoughts and ideas with data
before deploying the changes to all visitors.

13. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Q & A time!

14. Checkout Optimization Best Practices
Improvement cultivated from a data-driven process
Thank you!
For more information on how Trinity Insight can help you,
please email us at info@trinityinsight.com or
visit our website at trinityinsight.com.