What’s the biggest missed opportunity in e-commerce optimization?
For nearly ten years, A/B testing has been the weapon of choice for improving conversion rates and maximizing the value of the online channel.
While traditional A/B testing can certainly fix web design issues and lift conversion rates and revenue, it deals only with the container of your site content. Tweaking the color, shape and placement of the Add to Cart button, the display of one offer banner versus another on a home page, or the number of steps in checkout can only get you so far – and the more you optimize, the harder it is to get lifts in subsequent tests.
It doesn’t matter how streamlined your checkout flow is if your funnel’s broken at the product discovery stage. If category and sub-category product lists don’t surface appealing products early in the browsing experience (at the top of the list), shoppers won’t build their baskets.
A new approach to e-commerce optimization
Category merchandising optimization (CMO) is a strategic, category-by-category approach to merchandising product list pages.
How does CMO work? The following 20-minute webinar explores merchandising strategies that you can apply to your product lists based on a product’s buying context, merchandising logic (boost and bury rules) and buyer context.
To achieve CMO nirvana, you need technology that can support the application of merchandising logic at the category level, incorporate buyer context (including profile data and signals of purchase intent) and surface the right data to help you as the business user make adjustments (as well as A/B test your merchandising hypotheses).
