Finally, mobile devices create unique challenges. First, planograms are vertical versus horizontal. This means there is even less time to capture shopper’s attention and makes product comparisons more difficult. There is a limit to how far shoppers will scroll. Less than half of shoppers will scroll down more than 7 mobile screens before going to do something else. Thus, simplicity is even more key for this format.The above questions and realities do not cover every consideration when selling online. However, addressing these through well thought out and actionable research will further your learning and significantly increase your likelihood of success.
E-Commerce Optimization
Research Techniques
Grocery retailers and manufacturers are exploring and experimenting with various online shopping interfaces, formats and product presentations as they strive for a competitive advantage in the e-commerce environment. They are relying on insight and companies who are thought leaders in the industry and who are investing in technology and expertise in e-commerce testing approaches to help address their needs.
The following is a brief explanation of the various techniques commonly used.
Central Location Simulated e-Commerce Test: In this simulated test environment, respondents interact with the site just as they would on a live site. It is equally effective for testing across desk top, tablet and mobile devices. Respondents are recruited to a central location and assigned to a matched control cell (current or competitive) or a test cell(s). They complete an on-line shopping task wearing Eye Tracking glasses which tracks viewing patterns to accurately show exactly when and where shoppers look, pause and for how long. Testing can also include a facial coding technique to accurately measure emotional reactions in real time. The shopping exercise is followed up with a quantitative on-line survey or, at times, in-depth one-on-one qualitative interviews for added insight. This approach provides the benefits of security and consistency of a controlled lab environment. It also allows for rapid prototyping of test elements whether it’s layout of pages, packaging design or communication for quick turn-around time of results.
On-Line Simulated e-Commerce Test: This test also offers a simulated test environment and is applicable for testing on desk top, tablet or mobile devices. It differs from the central location lab approach in that respondents are recruited from on-line panels and complete the shopping task at home using their own device. They are directed to the shopping interface – either the control or the test version – and given instructions on task to be completed. Following the shopping exercise an online survey is administered for further input. Their online behavior is recorded and analyzed based on click throughs, although some companies have the ability to apply eye tracking via webcam. If not, this important component of the test may be completed as a separate “add-on” study in a central location. This approach offers the benefit of easily testing across geographies and demographics.
A/B Testing or Split Testing: This is a live in market test set up as a split cell whereby half the users see one version of the site and the other half are diverted to another version. Behavior is measured via click through’s to understand what shoppers are doing. While this approach has the benefit of real world live testing and large samples, it may not offer the speed desired as one or two business cycles are needed.
e-Commerce Analytics: This testing approach is also conducted in a live site environment and analyzes data collected from actual behavior. It provides an effective means of learning about shoppers including demographics, interests, what they are doing online or how they search for categories or brands based on click through’s. It has the advantage of being a live site with shoppers in their actual shopping mode. The downside is that as it’s a live test and learn environment, it can take time to evolve your site. It can, however, be a useful tracking tool to assess any changes you may make based on this or other e-commerce test techniques.
Qualitative Research: As with all types of research, small sample size qualitative studies can be useful at various stages of the process. It can provide valuable insight at early stages for prototype development, saving time and money, before moving to a full-scale test. Or, as mentioned earlier, it can be added to a quantitative study for further understanding.
Your business goals and research objectives will ultimately guide which technique and tools are right for your e-commerce optimization needs.
Mistakes to Avoid In E-Commerce Optimization Research
The following covers some of the key oversights to be aware of when conducting E-Commerce Optimization Research. Methodology mistakes common to all research are not covered, but clearly are equally important.
Ensure solutions are effective for desktop, tablet and mobile devices. The overall experience will vary by device and you must ensure that your solution is effective across each of them. Mobile presents a particular challenge and predictions suggest it represents the greatest growth so, it’s worthy of particular attention.
Don’t simply test your current in-store packaging in an on-line environment. Current packaging will not represent your best product presentation for e-commerce. Experiment with various visuals and presentations based on learning to date and general principles. Importantly, high quality images should be the testing standard as they are required in the actual execution.
Don’t assume one size fits all. Some categories may require deeper levels of product information while others, such as impulse purchase categories, may require very little. An approach for one category may not be optimal for another.
Ensure e-Commerce test options have clear differences. Options must be different enough for shoppers to experience a real change. Minor changes may not be discernible and will result in similar results, thus wasted time and money.
Use theory as guidelines only.There are many commonly held beliefs through testing regarding on e-commerce packaging solutions or product placement. These can be extremely helpful as guidelines for developing test options. However, don’t rely solely on these to create your final package or online experience without actual testing.
Getting the Most from E-Commerce Optimization Research
Certain “musts” to getting the most out of any marketing research start with having clear, aligned objectives through to correct interpretation and compelling presentation of results. The following emphasizes how to get the most out of e-commerce optimization research.
Eye Tracking is an essential tool for e-commerce optimization. Eye Tracking shows the exact scanning pattern of each page — how content is viewed, in what order, whether your brand is noticed and how much time is spent. It provides highly actionable insights and is an affordable and insightful way to gain deep understanding of behavior. Without Eye Tracking, your insights and actions will fall short.
Facial coding provides deep insight into shopper emotions and feelings as they navigate e-sites. It helps understand if and when shoppers are frustrated based on actual versus reported reactions. It identifies exactly when and where a problem area occurs and potential issues that may not surface with traditional surveys.
Test your product presentations on desktop, tablet and mobile. As mentioned previously, the shopping experience will differ by device used and you need to ensure your product presentation is optimized for all.
Include a control as a benchmark for performance. The selected technique must include a point of reference to effectively measure an increase in sales and assess the value of implementation. Clearly, various market factors will effect actual sales results once implemented however, it is critical for deciding whether or not to adopt a tested option.
How to Present Eye Tracking UX Research Results
First, let your business goals and research objectives be your guide. The best market research presentations focus on what is most important to their client and audience, not every “fascinating” piece of data.
Always start with the business goal and research objective followed by a review of the tested options and how the research was done. Be sure to spend more time explaining the technique if the audience is less familiar with it. This will save time and possible confusion in the end.
Provide recommendations and supporting rationale. Focus on the conversion rate and how to optimize specific elements to achieve increased conversion. After this, you can dive deeper into each of the key learnings and insights.
Use visuals to bring results to life. Visual impressions are everything and the saying “a picture is worth a thousand words” should be taken to heart in presenting e-commerce optimization research findings. Eye Tracking Heat Maps and Scrolling Maps are a highly effective way to convey high/low viewing areas, scrolling patterns and how much time is spent in each area. These will speak for themselves and clearly show what shoppers are doing and what they’re not doing!
At the end of your presentation, you will have provided the confidence that your e-Commerce site and product presentation have been optimized to achieve increased business results.
Summary
E-Commerce is becoming a vital component of CPG’s growth plan and optimizing sales in this environment is paramount to future growth. This is why leaders in CPG are seeking solutions and asking questions about E-Commerce Optimization. They realize that to succeed in this environment, they must optimize their on-line presence and executions. They are turning to research experts whose advanced research techniques and business experience can provide deep insights and reliable, actionable results to create a competitive e-commerce advantage. They know that leading, innovative research companies apply the latest in technology, have the expertise and the experience to get the best return on their research investment. And, importantly, they know they will always keep business needs and goals front and center.