Episode #13: putting data behind your gut instinct’s voice.

TL;DR
Test big. But expect small successes.Verify all gut instincts with data.If you are asked to do a “dumb” test, do it. You might be wrong (or right). Either way, the company wins.
Meet Guido
Guido is a cognitive psychologist (please read the wiki article—you might want to become one yourself, it’s pretty neat!).He has spent years learning how people work with environments (ecom is an environment) and how environments affect people. With ecommerce, we need to ensure that our buyers know whey they are getting and they don’t get lost in the purchase process—this is a valuable set of skills.He has spent years applying this research to many merchant experiences.And he comes here today to share a few of his findings with you.
“My gut says that we should…”
I’m sure we’ve all worked with “that CEO” who runs his business according to his gut. Gut instinct isn’t all bad. But it’s demoralizing when this is the only means of decision making.
Dilbert on March 30, 2014
We all know that gut instinct is just that—it’s rooted somewhere deep in our being but often has little basis in reality (sometime it does, though!). When making a big decision, like a job change, this might be our only source of guidance. But, in online selling, we regularly have more sources of data.
Gut instinct can provide the hypothesis for A/B tests. By just making decisions on this “source of truth from who-knows-where”, we can fall majorly short. We then see the data that proves our instinct wrong, but then have to massage it to ensure that it supports our beliefs.
Guido makes a case that this idea you have should be the foundation for better understanding your customer’s behavior. As you are able to accommodate, the goal is that you become more profitable.
He also suggests that A/B testing should not be simple color or textual changes. Why? There is nothing learned or gained that isn’t already known. A red “add to cart” button draws more attention, but if a customer is already looking to purchase, they will find the button. That goes without saying that the add to cart button must be readily visible (if it’s hidden or hard to find, then please fix that).
Side note:
The smallest, hardest to find checkout button.
A cart button that is smaller than the Customer Account login (in the upper right corner) should be immediately fixed. No A/B test is needed here. I am working to preserve the privacy of this company, otherwise, I’d show the entire header so you can get a perspective of just how small this is.
A/B test research
Whether or not have a gut instinct directive, your next step is research (Guido mentions that this is quite boring).
Google Analytics: hopefully you have enhanced ecommerce enabled. Are there products that have a higher bounce rate? What is the drop-off in your cart? In the checkout? What are people searching for? Where is the audience dropping off?HotJar/FullStory: what do people click on? How do they browse the website? Are they getting stuck in a particular part of the website? does it seem like they can’t find a product?User interviews: what is your moment of inspiration? What are your pain points on the website?Better yet, ask to talk with people in-person, and watch them use your website. You’ll quickly find where they get stuck.There are also agencies that will perform user studies.
With this research, you should now have a list of improvements. Prioritize them. Go for the biggest fish first. But, don’t just run to an A/B test!
Try to figure out several different ways to improve it.”Guido Jansen
Don’t just stick with your first idea and run with this. Exercise yourself to come to multiple solutions.
Expand beyond your customers.
Be creative in locating those who have never purchased from you. For example, you coul