Something Digital

Something Digital is an interactive agency specializing in eCommerce, website design, digital marketing, and user experience. We offer strategic, creative solutions that help your business grow.

Services

Engage the client to define their solution with appropriate precision

Something Digital is adept at building and growing ecommerce stores, websites, intranets, and custom software because we focus on enabling clients to achieve long-term success.

TEAMS WE’VE HELPED

An Interactive Agency

INITIATIVE INVOLVEMENT Q&A

Can you tell us a bit about Something Digital?

Something Digital is an interactive agency headquartered in NYC with additional offices in West Palm Beach, Los Angeles, and Seattle. We are a full-service agency so we do everything from discovery, design, development, deployment, and ongoing maintenance with eCommerce sites. We also specialize in digital and email marketing. We differentiate ourselves with creativity, business acumen, and a keen awareness of eCommerce best practices. Furthermore, we pride ourselves in delivering and maintaining outstanding sites with unique brand identities and simplified user experiences.

Can you tell us about the merchants you work with in the Initiative?

We worked with B2C Merchants on this study, who were interested in optimizing conversion, specifically for mobile devices and throughout the checkout process.

What are some of the challenges you or your clients have encountered with mobile conversions?

We, like many others, are generally seeing high ratios of mobile vs. desktop traffic, with significantly lower conversion rates. While this is to be expected, capitalizing on the high mobile traffic can result in significant positive revenue impact.

Any interesting results you have found with mobile conversions so far?

  • The obvious winner is not always the winner
  • Zip Code auto filling is not a winner

Were there any tests that didn’t work that surprised you?

In some instances, the PayPal buttons performed poorly.

Why should merchants invest in data driven testing and optimization?

With a tool like HiConversion, a merchant can test different user experiences to make data-driven decisions before investing in costly development and implementation.

Merchants can go into development with the foreknowledge that their implementations will likely be effective and have the desired results, eliminating the risk of discovering failures only after they are deployed.

What are some of the advanced things you want to test next?

We are looking to test birthday input fields to increase customer engagement and to collect more information about our customers – the question would be, what is the best way to ask a user for their birth date to optimize engagement?

What were some assumptions or reservations you had going into the study?

We were concerned that we wouldn’t have enough data to get a true result. Clients don’t always have a good understanding of how much traffic is usable in order to draw conclusions and take action.

The technology behind HiConversion was also new to most. Most people assumed that iterating on the treatments would require much more disruption and code deployments, but that is not the case.

Going into the study, what kind of expectations did you/your clients have from the tests?

I think the expectation was that most tests were “no-brainer” winners. Since they all weren’t, it really proved the point that you can’t make any assumptions until you actually test them.

Have the results exceeded/met/not met your clients’ expectation?

To date, I think the client expectations have been met – they were excited about participating and I think they are still excited about using this process more into the future.

How should a merchant adopt a data-driven testing strategy?

Every merchant defines success differently. At the end of the day it’s about revenue and growth, so all pieces (conversion, AOV, and RPV) all need to be performing strongly.

How should a merchant define success for optimization? Conversion rate, AOV, RPV?

I think a good approach is to have a really agile testing strategy that doesn’t require a huge upfront investment. The investment should come later once the merchant has a reasonable expectation of results.

An Interactive Agency

INITIATIVE INVOLVEMENT Q&A

Can you tell us a bit about Something Digital?

Something Digital is an interactive agency headquartered in NYC with additional offices in West Palm Beach, Los Angeles, and Seattle. We are a full-service agency so we do everything from discovery, design, development, deployment, and ongoing maintenance with eCommerce sites. We also specialize in digital and email marketing. We differentiate ourselves with creativity, business acumen, and a keen awareness of eCommerce best practices. Furthermore, we pride ourselves in delivering and maintaining outstanding sites with unique brand identities and simplified user experiences.

Can you tell us about the merchants you work with in the Initiative?

We worked with B2C Merchants on this study, who were interested in optimizing conversion, specifically for mobile devices and throughout the checkout process.

What are some of the challenges you or your clients have encountered with mobile conversions?

We, like many others, are generally seeing high ratios of mobile vs. desktop traffic, with significantly lower conversion rates. While this is to be expected, capitalizing on the high mobile traffic can result in significant positive revenue impact.

Any interesting results you have found with mobile conversions so far?

  • The obvious winner is not always the winner
  • Zip Code auto filling is not a winner

Were there any tests that didn’t work that surprised you?

In some instances, the PayPal buttons performed poorly.

Why should merchants invest in data driven testing and optimization?

With a tool like HiConversion, a merchant can test different user experiences to make data-driven decisions before investing in costly development and implementation.

Merchants can go into development with the foreknowledge that their implementations will likely be effective and have the desired results, eliminating the risk of discovering failures only after they are deployed.

What are some of the advanced things you want to test next?

We are looking to test birthday input fields to increase customer engagement and to collect more information about our customers – the question would be, what is the best way to ask a user for their birth date to optimize engagement?

What were some assumptions or reservations you had going into the study?

We were concerned that we wouldn’t have enough data to get a true result. Clients don’t always have a good understanding of how much traffic is usable in order to draw conclusions and take action.

The technology behind HiConversion was also new to most. Most people assumed that iterating on the treatments would require much more disruption and code deployments, but that is not the case.

Going into the study, what kind of expectations did you/your clients have from the tests?

I think the expectation was that most tests were “no-brainer” winners. Since they all weren’t, it really proved the point that you can’t make any assumptions until you actually test them.

Have the results exceeded/met/not met your clients’ expectation?

To date, I think the client expectations have been met – they were excited about participating and I think they are still excited about using this process more into the future.

How should a merchant adopt a data-driven testing strategy?

Every merchant defines success differently. At the end of the day it’s about revenue and growth, so all pieces (conversion, AOV, and RPV) all need to be performing strongly.

How should a merchant define success for optimization? Conversion rate, AOV, RPV?

I think a good approach is to have a really agile testing strategy that doesn’t require a huge upfront investment. The investment should come later once the merchant has a reasonable expectation of results.