Intro:
With a quickly growing number of Australian online retailers selling Samsung tech, Samsung found themselves having to compete online with their own stockists. Samsung needed to establish themselves as the best online store for Samsung products.
The Solution:
By improving on their messaging, usability and overall website shopping experience, we communicated to Samsung customers the advantages of buying Samsung products through their website and instilling trust and confidence in the website that previously did not exist.
My work on the CRO A/B testing program for Samsung’s online store means that Samsung.com/au/ will continue to improve and grow and will continue to be a serious contender online amongst the sea of online retailers of their products.
The Process:
Data and User Analysis:
Working for Samsung, I was lucky enough to have access to the Adobe Experience Cloud’s suite of tools: Adobe analytics, experience manager and target. Using adobe analytics as the first point of reference, researching and hypothesising for new A/B tests begin with consulting the data to map out current user journeys across the website and mapping out our desired user journeys to see where in the funnel users were dropping off, progressing and returning.
We then zero-in on areas that have a high-amount of traffic or are underperforming (or both) and observe user behaviour in Insightech and look at the metrics for those areas.
Generating a Hypothesis:
From our research we then generate a hypothesis based on our observations and insights based on our research.
From this hypothesis we then design the proposed treatment and send it to the development team to implement.
A Few Tests
The A/B testing program for Samsung so far has reached a backlog of over 230+ tests. Below is a sample of some of the tests conducted and the UX principles they touch upon.
Optimising Copy
By making adjustments to the copy in the buttons, banners, product tiles & other components throughout the site, we made it more concise, straightforward, persuasive & made significant improvements on how users perceive the site, service & products.
Addressing Usability
By exposing previously hidden items & making functions more easily located, we improved the order rate and revenue by making the website a pleasure to use.
Utilising Social Proof
By exposing social proof at key points in the purchase journey, we increased the trust users place in the website & its products, resulting in more orders and a much-improved conversion rate.
Simplifying Navigation
By tweaking the navigation, making the nomenclature more explicit and specific to the pages they link to & re-organising elements on high-traffic pages, we made improvements to the click-through-rate, orders & revenue of the website, giving Samsung customers what they want, when they want it.
