A01 chaf6542 06 se fm indd

  Q. What would you recommend other E-commerce site owners test? 

   Matt  Lawson,     ao.com :

 Just give customer a perfect proposition and then  reverse- 

 engineer it so it works for them. 

 Try and get as much feedback as you can consistently and then work around it, so 

it can apply to your business.  

  Q. What would you recommend for someone new in a role like yours – what are 

the top issues/areas of the site they should focus on? 

   Matt  Lawson,     ao.com :

 Collaboration and people are the most important things to 

remember, no matter what position you are in in the business, I can’t stress that 

enough. Always remember the customer.  

  Q. What is your vision for the future of your service? 

   Matt  Lawson,     ao.com :

 I do not want an awesome website. I just want a website that 

works. It sounds weird, but if someone tells me that they enjoyed our website because 

of all the cool, wizzy features and apps, then I’ll know I have failed. 

 I want people to use the website and for everything to just fit and be perfect, they 

don’t always know why it works, but it just does, it’s like the iPhone. That’s success. 

 Source: Case study: Managing CRO at  ao.com  (formerly Appliances Online). 

 Blog post by Susanne Colwyn, 14 May 2013.  www.smartinsights.com/ conversion-  optimisation/

ab- multivariate-  testing/ managing-  cro-  appliances-  online/ .    

  Analysis for digital technology projects