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What works in e-commerce – A meta-analysis of online experiments [pdf]

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Re: What works in e-commerce – A meta-analysis of online experiments [pdf]

#61

Post by ecommerceguy »

pbowyer wrote: post #59
nik736 wrote: post #39

Earlier quoted context omitted.

That's simply false. There are always categories or "side"-categories that can be highly profitable and big stores only care about as a side business (small category in their store). Being a small category for a huge store means they don't care about that category too much but it doesn't mean there isn't a lot of cash to be made. I've helped several companies to build an online store that did exactly that and they ar…

Can you give any examples of small categories? I can't think of any, let alone get my brain round what kind of thing they would be.

I can think of plenty, but I'm not going to say... Tehehe sorry for the joshing, it's interesting that free shipping doesn't correlate into increased revenues, or at least as much as one would think (although I'd like to see this same test on merchant fullfilled Amazon listings)..

Re: What works in e-commerce – A meta-analysis of online experiments [pdf]

#62

Post by jameslk »

I wish they would have evaluated the effect of dynamic pricing. That is, showing different prices to different visitors for the same product. Perhaps not enough online retailers employ the practice, although it seems to be an important tool for retailers like Amazon[0].

0. https://www.theatlantic.com/magazine/archive/2017/05/how-onl...

Re: What works in e-commerce – A meta-analysis of online experiments [pdf]

#63

Post by skinnymuch »

cylinder wrote: post #26

Well, running a rudimentary eBay store you realize these things help pretty quickly, but it's good to have data. However... Starting a new e-commerce property? Good luck finding traffic in anything profitable. Amazon and other Giants dominate search rankings so I'm not sure how you will find your traffic unless you create a new niche. Maybe you're a thought leader in a hobbyist space, that can work... But you're not…

Shopify as just one example of a platform is still aggressively growing, no? Beyond that I know for sure there are still niches or unique ways to take to make money. I haven't done it personally, but know of a few people.

Re: What works in e-commerce – A meta-analysis of online experiments [pdf]

#64

Post by ripberge »

jameslk wrote: post #62

I wish they would have evaluated the effect of dynamic pricing. That is, showing different prices to different visitors for the same product. Perhaps not enough online retailers employ the practice, although it seems to be an important tool for retailers like Amazon[0]. 0. https://www.theatlantic.com/magazine/archive/2017/05/how-onl...

What you are describing is an A/B test of a price, not typically what industry calls "dynamic" or "variable" pricing. Amazon tried A/B testing prices and caught hell for it. They no longer do it, but they will do dynamic pricing.

Re: What works in e-commerce – A meta-analysis of online experiments [pdf]

#65

Post by rubyfan »

tomarr wrote: post #6

If you want to see pretty much all the most effective measures in action, go to a ticket reseller like Viagogo and follow something through to the basket. It is both impressive and amazing the amount of psychological steers there are on the site.

Just tried it out, wow does that feel slimy. The waiting queue felt totally fake and the "while you were waiting these sold out thing" was obnoxious.

Of course the psychological aspects might have worked differently if I were actually there to buy tickets for an event I really wanted to go to.

Re: What works in e-commerce – A meta-analysis of online experiments [pdf]

#66

Post by jmtame »

cylinder wrote: post #26

Well, running a rudimentary eBay store you realize these things help pretty quickly, but it's good to have data. However... Starting a new e-commerce property? Good luck finding traffic in anything profitable. Amazon and other Giants dominate search rankings so I'm not sure how you will find your traffic unless you create a new niche. Maybe you're a thought leader in a hobbyist space, that can work... But you're not…

Counter-argument: http://fortune.com/2017/05/11/tophatter-e-commerce/

Disclosure: I work at Tophatter.

Re: What works in e-commerce – A meta-analysis of online experiments [pdf]

#67

Post by sweezyjeezy »

inopinatus wrote: post #58

Inconsistencies to report. Page 2: • scarcity (stock pointers) +2.9% uplift • urgency (countdown timers) +2.3% uplift • social proof (informing users of others’ behaviour) +1.5% uplift Page 6 table 2.2: scarcity 2.9% social proof 2.3% urgency 1.5%

facepalm. The table is correct. Will correct this tomorrow. Thanks for the heads up.

Re: What works in e-commerce – A meta-analysis of online experiments [pdf]

#68

Post by tyingq »

rubyfan wrote: post #65
tomarr wrote: post #6

If you want to see pretty much all the most effective measures in action, go to a ticket reseller like Viagogo and follow something through to the basket. It is both impressive and amazing the amount of psychological steers there are on the site.

Just tried it out, wow does that feel slimy. The waiting queue felt totally fake and the "while you were waiting these sold out thing" was obnoxious. Of course the psychological aspects might have worked differently if I were actually there to buy tickets for an event I really wanted to go to.

The worst is the bottom banner complete bullshit of

"The website is experiencing heavy traffic - This may result in reduced performance"

For the "too lazy to navigate, add to cart", a screenshot: http://i.imgur.com/o8zUP1u.png

Edit: Offtopic, but Floyd Mayweather vs Connor McGregor in a "boxing only" match, with no kicks, submissions, wrestling, etc, allowed? Who thinks that would be fun to watch? Ugh, that's going to be sad to watch. McGregor must be making a fortune to agree to that...he is going to be trounced.

Re: What works in e-commerce – A meta-analysis of online experiments [pdf]

#69

Post by tyingq »

gruez wrote: post #13
tomarr wrote: post #6

If you want to see pretty much all the most effective measures in action, go to a ticket reseller like Viagogo and follow something through to the basket. It is both impressive and amazing the amount of psychological steers there are on the site.

Or flight/hotel/car rental booking websites. Google flights is a notable exception.

I don't see these tactics on many airline or hotel owned sites. They seem to be more common on aggregators.

Re: What works in e-commerce – A meta-analysis of online experiments [pdf]

#70

Post by helloguillecl »

tomarr wrote: post #6

If you want to see pretty much all the most effective measures in action, go to a ticket reseller like Viagogo and follow something through to the basket. It is both impressive and amazing the amount of psychological steers there are on the site.

Effective in the short term, but what about hurting credibility in the long term? What part of the information and/or products and services shown here can be trusted?
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