Creating an Effortless Experience for Clients on your Website

There is an increasing acceptance that the key to business success in a digital world is to provide an outstanding customer experience. Customers, often unwilling to put up with painful interactions, can and will abandon a site if the user experience causes even the smallest complication. 

What could be the solution to a website providing a poor user experience? Spend some time on your website or application, and while doing so, ask yourself what could be done better to decrease the frustration experienced by a common user. Put yourself into the shoes of your customer, so that your own familiarity with the site doesn’t get in the way of identifying common issues.

Are you looking to create an effortless website experience? Here are a few tips to a seamless website creation process: 

  1. Don’t just solve the current issue, head off to the next issue.

Great user experience will always put you one step ahead. It is best to know and understand your website so you can predict the next issue that your users may experience and offer solutions to that issue. Does your website have a page that offers classes? After viewing that page, people will likely be interested in signing up. So, you need to give them that opportunity to ensure their user experience is positive. 

The smart washing machine is an example of this issue. Samsung was already aware of the problem with their smart washing machine, therefore, consumers likely expected to receive an email with more information about the process of connecting the washing machine to the corresponding phone application. For ease of use, this information could have been included in the specs of the washing machine, better-allowing consumers to evaluate the pros and cons of the smart washing machine and make an informed purchasing decision.

  1. Do the thinking for them. 

Designers need to spend time when creating the website to decide the target market, what they are looking for, and what they will gain from spending time on the website. When a website has too much information, it detracts from the interactions taking place on the site. The more choices displayed on a page, the easier it becomes for site visitors to refrain from choosing anything and ultimately leaving the page altogether. Make sure you give clear calls to actions so that customers know exactly what action they are supposed to perform and when. 

Providing prospects with great user experience is critical to the success of your business. The goal of each website is to provide a positive user experience. You don’t need a complete website redesign to improve the user experience of your website. All you need to do is make changes that will result in easy and pleasant user experience. You’ll be surprised just how much of a difference these little changes can have on customer satisfaction and revenue.

What is Omnichannel?

Originating in retail, but applicable to any industry, the term “omnichannel” has been a buzzword for the last several years. Omnichannel is an approach to sales that seeks to provide customers with a seamless shopping experience, whether they’re shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store.

With each part operating on its own, customers may not recognize disparate channels as part of the same marketing effort, and this can be either confusing or instill a lack of customer confidence in your company. That being said, it is hard to create a true omnichannel with so many complex tools and systems that are unable to talk to each other. 

The Future of Shopping 

Whether customers visit a brick-and-mortar store or a website, whether they connect through a mobile app, a printed catalog, social media, or a phone call, marketers have to provide a seamless experience, regardless of channel or device.

Omnichannel is consistent, yet unique. It provides consumers with a means of purchasing through numerous different platforms, while also communicating and showing awareness in a way that is consistent with the platform the consumers are utilizing during their stage of the customer lifecycle. 

Nearly 75% of shoppers say they use multiple channels to compare prices, hunt for discounts, or use in-store tablets to shop online. Linking your online and in-store business is essential to stay competitive. By creating a fully connected eCommerce platform, shoppers can buy whenever they want, through any channel, on any device, and expect a variety of delivery options. 

Room for Growth 

Consumer demand for flexibility and choice is driving the pace of technology innovation in commerce, both online and off. Omnichannel retailing is a fully-integrated approach to commerce, providing shoppers with a unified experience across all channels or touchpoints.

Part of an omnichannel strategy is flexibility. New channels emerge and steal attention from incumbent channels. Brands with robust omnichannel strategies often rely on a headless commerce architecture, which allows brands to flexibly offer commerce anywhere there are customers. 

Unlock new channels for growth and future-proof your business with an omnichannel approach

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How to Measure the Impact of an A/B Testing Program

A/B Testing Program Overview

Below you will find an approach on how to better attribute and measure the impact of an A/B Testing program. If you find yourself asking any of the following questions, throughout your A/B Testing journey then you have come to the right place.

Problem Statements

What is the dollar value of an A/B Testing program?

How long should we attribute incrementality for the “go-forward” winning experience running at 100%?

How can I make sure I am running meaningful tests?

We are running all these tests but I am not seeing it hit my bottom line.

Benefits of a Positive Workplace Culture


This document is designed to show the total incremental revenue gained/lost for all tests run. This approach uses revenue per session as the primary metric to determine incremental revenue. 

“All data has its beauty, but not everyone sees it.”
Damian Mingle


This is a winning A/B test that ran at 50/50 for 35 days. 

STEP 1 - Calculate revenue per session

Control RPS = (Control Sales: $2,081,976 ÷ Sessions: 62,000) = $33.58
Test RPS = (Test Sales: $2,181,976 ÷ Sessions: 62,754) = $34.77

STEP 2 - Calculate AVG Sales Lift

Avg Sales Lift = ( $34.77 ÷ $33.58 ) -1 = +3.54% NOTE: It’s important that this metric is at statistical significance( >95% confidence).

STEP 3 - Calculate the cost of running test

Explained: If the control sessions were to receive the test variant we would expect to get the same sales lift that the test variant received. Cost of running test = ( Control Sales: $2,081,976 * Avg Sales Lift: 3.54% ) = $73,783

STEP 4 - Calculate multiplier for traffic split

Explained: This is more important for multivariate tests. Standard A/B or 50/50 test uses a multiple of 2x. This is needed to forecast what this experience will receive while running at 100% Total Sessions = 62,000 + 62,754 = 124,754 Control Traffic Distribution = 62,000 ÷ 124,754 = 49.7% Test Traffic Distribution = 62,754 ÷ 124,754 = 50.3%

STEP 1 - Calculate revenue per session

Control RPS = (Control Sales: $2,081,976 ÷ Sessions: 62,000) = $33.58
Test RPS = (Test Sales: $2,181,976 ÷ Sessions: 62,754) = $34.77

STEP 5 - Calculate Value of the Change if Rolled Out 100%

Value = (Cost of running test $73,783 * Multiplier 2.01) = $148,463

STEP 6 - Calculate Value Gained from Testing Period

Value = (Cost of running test $73,783 – $148,463) = $74,680

STEP 7 - Forecast Incremental Revenue for Experience at 100%

Test Duration = 35 days Avg Sales Per Day = ($148,463 ÷ 35) = $4,241 Projection = ($4,241 * 120 days) = $509,018 Explained: We recommend a 120 day forecast due to the always changing ecosystem. customer behavior, seasonality, promotions, site re-designs, development updates, and further A/B Testing make it difficult to expect consistent incremental lift for more than 120 days. You may also choose to run a winning test at 90/10 or 95/5 so you ensure that the experience is not negatively impacting KPI’s over time.

STEP 8 - Calculate Overview Program Value

Program Value = ( Winning test + Losing tests + Cost ) Winning test: Steps 1-7 Losing tests: Steps 1-3 negative number. Cost: We found that it costs ~$8-10K per test after meetings, creative design, test plans, analytics, development, and QA. For accuracy, we recommend that each program does their own cost calculations.


As we start running more tests we will want to show that the program is profitable. Using this process we can keep track of our win/loss ratio, our incrementality, goals, and more. This can validate that we are running impactful tests with meaningful hypotheses.

Not all tests will have RPS as a primary metric however we feel it should still be reported in the same fashion. This attribution model is not meant for all A/B practices however, all A/B practices should have some sort of program overview in place.

Useful excel formulas
Statistical Significance
NORMSDIST(ABS( test avg sales – control avg sales)÷√ ( test std sales^2 ÷ test sessions + control std sales ^2 ÷ control sessions )

Confidence Interval
CONFIDENCE.NORM (alpha 0.05, standard dev, size)

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