Visual Website Optimizer

Great prezi. Made the post much easier to digest and gave me a great idea for future posts of our own!

Thanks Alhan. Yeah, we were going for making the case study super easy & quick to understand.

Be careful when assuming that certain metrics are always positive: If site engagement means that the user is spending more time on interacting with your site, then my conclusion would be that 27% increased engagement actually means that it’s 27% HARDER to find the actual product you are looking for.

Similarly, a high bounce rate could mean two opposingly different things:
A) The user didn’t find what he was looking for and left.
B) The user found exactly what he was looking for and left (ie: in the case where the user is looking for you phone number on the contact us page)

Simply assuming that a figure is good or bad without asking “Why” could lead you down the wrong path.

Alex

I really liked the Prezi! Like Alhan said, really makes it much easier to digest the content.

[...] Removing product filter on eCommerce website boosts site engagement 1 Upvotes Discuss Flag Submitted 1 min ago Tobias Dokken E-Commerce visualwebsiteoptimizer.com Comments [...]

I agree with Alex. Maybe visitors had a harder time finding what they were looking for? Engagement is a tricky metric. What was the impact of each variation on *sales*?

You know Alex, you’re right and that is one of the drawbacks of A/B testing: you will know what gets better conversion rates but not WHY it’s doing that.

For that, Usability Testing is the answer. Regarding the case study, we don’t “judge”, we simply let our customers tell us what they wanted to achieve and whether that was achieved or not. If the customer says that they were looking for better site engagement, well then that’s exactly how we will put it up in the case study.

Given that your point is valid, am sending your comment to Ewan from UKToolCentre and also inviting him to participate in the discussion here.

Thanks so much!
Siddharth

Thanks Ulises :)

Hello! Thanks to team Wingify for the fantastic case study!

Alex & Lars – Great comments and it’s absolutely right that you question any statistic like this, and as you mention, in some cases a lower bounce rate means that you are forcing your visitors to make more clicks before finding (or not!) what they are looking for. In this sense, it’s important not to look at only one metric alone. You also have to apply the metrics to your own knowledge and insight into your product base and customers.

Without going into too much detail, in this instance we saw a rise in the number of clicks on the products themselves after removing the filter menu. Our assumption was that when landing on this page, users didn’t have to scroll so much, they could immediately see the first line of products on the page and ‘understood’ what the site was about and if it was for them. With the filter menu in place, it looked more complicated and difficult and therefore were more likely to leave the site. Most visitors arrived on this page as they were specifically looking for Cuprinol products – it doesn’t make sense to offer other brand options above the Cuprinol products. Obviously this was just the first line of testing, and going on to test add to basket rates and further, conversion rate is essential (and quite easy to do with VWO!)

We’re actually implementing a redesign based around many of the test’s we’ve performed – it’s been a real help in making decisions.

If you have any more questions – please just ask.

Great post and case study. Would be good to see if this does increase the add to basket and conversion rate so good luck!

Now that was cool…although I have already tried my own hands with prezi, I didn’t really pay it much respect(read time)…until now. This is a superb way for you to give something like a case study/testimonial etc related information, in almost kind of a storyboard manner. Again, that was cool.