This piece was written by Jennifer Gee of the Homeslyce team.
If I’ve learned anything from building Homeslyce, it’s that you can use your website as an active testing bed for various design decisions–where to put the giant, glaring “begin here” button, what copy to use to explain your product, and for an e-commerce site like ours, what product and pricing categories make sense. The best part is that you can do it all for free with tools such as Google Analytics or CrazyEgg. They’re great; you won’t need a calculator either.
So, to show you that it’s not all nonsense, I can tell you what I’ve learned in just under a week by making small changes on Homeslyce:
– Adding more personal content and the ‘start slicing now’ button at the bottom of the about Homeslyce page dropped that page’s site exit rate by 8%.
– Removing the anti-spam verification and last name field on the user registration page increased registration conversion by about 4%.
– Adding easy sharing tools, such as sharing on Facebook and IMing to friends increased hits to inner gift collection pages dramatically. These “slice pages” now consistently dominate our top 5 site entrances.
I also CrazyEgg’d the index and shop page (the heat map is awesome, try it!) and…
– There used to be two form fields on the main page : friend’s name and birthday. I noticed people were clicking the first name box, but not the birthday box, so I removed the latter. Since then, the click rate of the ‘begin slicing now’ button has increased by 10%.
– We were about to remove the pricing categories from the main shopping page but decided to do some testing first. Surprisingly, customers are shopping by the various price ranges more often than the product categories, so stressing prices, in our case, seems important.
So, as you can see, it’s quick and easy to get real results. Scale the impact of these small, incremental changes over time, and these can make a huge difference in your numbers. Especially since Homeslyce is still starting out and vying for that tipping point, every little bit counts to make our website as sticky as possible.
Let us know if you have any ideas or suggestions, we love feedback.