Post on 14-Apr-2017
E-commerce Media AgenciesLeads
70 people
6 years expertise
> 350 Premium clients
1st French AB Testing/Personalization solution*
*source :
How long do you think it takesfor digital marketers
to recover their investmentsin conversion optimisation?
From testing to personalisation Take a stairway to sucess
1. Define hypothesis
2. Launch test
3. Analyse results
4. Personalise
Personalize your websitebased on test results and customer segments
HP for Returning users HP for New users
+14% registration
s
Identify critical pages
CHALLENGE Large amout of users adding products to the cart but dropping off and not finalizing the purchase
HYPOTHESIS Too many distraction elements on the cart page ! reducing those elements will have a positive impact on shoppingcart closure rate.
PRIMARY GOAL Conversion = Sales Transaction
Verify Best practicesto conscously invest
CHALLENGE Measure cost/ benefit ratio of product videos and find corresponding product segments.
HYPOTHESIS Removing the video presentation from the product page has a negative impact on the add to cart rate
PRIMARY GOAL Add to cart rate
Draw the right conclusionsDEPENDENCIES Assure you have a complete overview on dependencies between different goals/ external traffic acquisition/ promotions for a test – not only after consulting a data analyst ☺
FILTER/ SEGMENT Assure filtering/segmenting solutions can be applied to your test – ideally upfront and retrospectively
GOALS Define global goals and combine with test based goals
Present your product rangeCHALLENGE: Low shopping cart value/ low number of products in the cart.
HYPOTHESIS Displaying corresponding products will increase number of products in the cart.
PRIMARY GOALS Conversion & AOV
I would look for another example as this one is not so much known and quite much repetitve with the first one
Engage your audience with a personalised message based on their behaviour
CHALLENGE Offer the same promotion across all on- and offline channels
HYPOTHESIS Communication adapted to user behaviour will show same results as in offline promotions
PRIMARY GOAL Purchased Items
+15% pts in online sales
1 2 3 4
Key takeaways
Segment -Products -Tests -Users
Analyse - Traffic - Critical
pages - USP
Define - Hypothesis - Goals - Elements
Personalize -
Cornelia Seitz
+49 221 9823 5002 Cornelia@abtasty.com linkedin.com/in/corneliaseitz xing.com/profile/Cornelia_Seitz