eCommerce Optimization Testing

Majority of my work at {RR} was concepting, designing, executing, and maintaining large batches of A/B tests on eCommerce sites.

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• ​​Heuristic Evaluation of both the client’s current site and also run a few Competitor Analysis.
• Scope including each step of the purchase funnel, focusing on usability.
• Each client would receive a custom designed pitch document with modular options for each step of the purchase funnel.
• “Recommendation placements” opportunities with photoshopped mock-ups.
• Present UI UX improvement opportunities for their site.
• Transparency for length of time needed for each A/B test to reach statistical significance.
• Ensure the full multi month test plan has no “overlapping tests” (re: concurrent optimization tests).
• Execute the A/B tests within {RR} proprietary software.
• Email weekly analytics presentation and hold weekly meetings with updates.

For each client I would typically create and present CTOs “test plans” that consisted of 15+ A/B tests to be conducted over 3-6 months. These test plans included photoshop mockups of UI and UX improvement recommendations, and different options  to use recommendations for each page. Typically {home page, category pages, item pages, cart page}

My favorite aspect of work at {RR} was concepting new ways to present {RR}’s core product in ways they had never done prior. One example would be creating visual navigation using conditional placements. Allow returning customers to opt into continuing where they had left off. Being eCommerce with measurable revenue was able to prove its success immediately.

My best end results from an engagement was leading optimization tests for an eCommerce company in Brazil. My full test plan took 4 months, and we validated an overall revenue increase of 0.8%, which equated to a difference of over $10,000 per month for them. 

A unique aspect of this job was helping guide established clients into an updated Key Performance Indicator. This included having to create education documentations and presentations. Teaching new metrics to CTOs while answering any questions they may have. The summary of this KPI change was migrating clients away from Engagement models to a Revenue model. (example: “recently view items” drives notably higher engagement but notably less revenue)