We are a e-commerce web agency. We are currently working on a Startups website and we are driving our design with data. We want to know what tests to run when, how to run them and what deliverables should we send over to our client.
Sorry to be a bit blunt in my answer, but the client hired your "e-commerce web agency" to do e-commerce conversion optimization, yet your company doesn't know how to do e-commerce conversion optimization?
Perhaps have a conversation with someone in your company or talk to your manager or the agency principal and encourage them to hire for e-commerce conversion optimization expertise. It's an entire discipline requiring years of experience and track record in driving higher conversions for e-commerce sites (in my opinion).
In lieu of that, how many marketing dollars are going to be spent to drive traffic to the site and who is managing that part? Often new start-ups will spend so much of their dollars BUILDING the site, they don't leave much money to spend on AdWords or other methods to drive traffic to it. The amount of traffic will help determine how many tests to run and how often. Usually we start with two very different landing pages (do you have landing pages?), then fine-tune the split testing down to things like headlines and photos. The checkout pages, especially any pricing pages, are also critical in the testing. Is it a brand new concept or established product/service? If brand new, it will take very well-crafted pages to get visitors to pay money for something (vs. a trial). If established, why is your product best and why should I buy now? You should map out the conversion flows to the confirmation page (success page) and measure the drop-off or conversion rates at each step. Test different elements/pages at each step. Also measure things like average cart size (if more than one product), revenue per transaction and long-term customer value.
Hope that helps. Best wishes to you!
First thing to get a clear handle on is who your customer or "user" is. Really get down to the details in describing your user base. Once you understand your user base, what is important to them, why they would use your product, what THEY are trying to accomplish with your product - then you an start creating accurate user-based or user scenario tests. After all, the goal of the product is customer delight. If you don't have a good handle on who your customer is - you won't be able to delight them.
If you would like more information on how to design with customer scenarios - let's chat. I have been in the software development industry for over 20 years as a developer, tester, manager of both developers and testers, product manager and client advocate project manager. I have 5 patents and have published many articles on the topic.
In order to give you an answer that you can actually put to use, I think we need to know more about what you're doing. There is no way any of us, in my opinion, can give you truly practical or usable or applicable advice unless we know a whole lot more regarding the context of what you and your client are trying to achieve. In terms of any kind of conversion or success metric, context is key. Otherwise you (and we) are guessing, and that won't help you.
So let me ask you the following as a starting point:
1. What decisions are you trying to make? In what areas/aspects of what you're designing and building?
2. Who are the site's customers, and what do you know about them?
3. What do those customers expect from the site? Notice I didn't say want or need -- EXPECT.
4. Who are the site's competitors, and what features/functions are equal between your site and theirs?
5. What do you believe to be the main competitive differences your site can provide that competitors can't?
6. What end result constitutes success for the client?
7. What end result -- above all others -- does the client believe to be most critical?
The data you collect -- from source to collection method to analysis method -- is entirely dependent on the answers to these questions. The last 25 years of my career have taught me (the hard way) that there is absolutely no one-size-fits-all answer.
If you find you don't have clear, obvious answers to any of those questions, then the first thing to do is go about getting that information. Otherwise you're leaping far before you look, and that almost always results in a very unhappy client (and a very painful experience for you). I always say that the bad ones last forever.
I am more than happy to talk more about this with you directly and speak specifically to what you're up against; feel free to get in touch and set up a call.
Depending if the site has already been built and is going through a redesign VS building a brand new site is very different processes.
Joe points out some critical starting point questions thaty you should have clear answers for in order for you to design with the user in mind.
Much of what we're talking about is building UI design from usability and information architecture methodologies to create the site.
SITE PERFORMANCE OPTIMIZATION
The next step to optimization is to look at site performance and determining if there are areas of improvement which can improve your funnel or optimize your sales and test for varying designs (based on your hypothesis) and use analytics to answer your questions.
Lastly, it's looking into the marketing optimizations where you evaluate marketing ROI, testing of landing pages, and evaluate various marketing channels.
Experts above all offer great information on what to pay attention to. But as mentioned, without details, we are all just making assumptions.
Feel free to schedule a call to discuss further.