Optimize your web & mobile sites with Analytics & A/B Testing

Optimize your web & mobile sites with Analytics and A/B Testing

April 7th, 2016

Solutions Engineer

Optimizely

Marius Kremeyer Veronique Combaud

Product & Partnership Manager

AT Internet

Welcome to Optimizely Connect

Veronique Combaud

Veronique.Combaud@atinternet.com

Your presenters for today

Marius Kremeyer

Solutions Engineer

marius@optimizely.com

- Duration: 45 Minutes

- Ask questions at any time

- Use the question panel

- We will answer qs at the end

- Slides & recording will be

sent out after the webinar

Housekeeping

AT Internet & Optimizely introduction

Fundamentals:

How to use analytics to discover the weak spots on your website

Hypothesis generation to start AB testing

Use cases: media & e-commerce

How to integrate AT Internet and Optimizely in one click

Our program for Today

Digital Intelligence SolutionsDigital Intelligence Solutions

INTRODUCTIONOPTIMIZELY & AT INTERNET

Digital Intelligence Solutions

INTRODUCTION

55%of business leaders consider that the analysis of analytics data helps to bring new revenue sources to the company.

Source : international study KPMG and The Economist Intelligence Unit (2014)

INTRODUCTION

97%of marketers think A/B testing is useful or even essential for 59% of them.

Source : Converteo & Fevad on 250 companies in France

98% of respondents state optimization is valuable to their success

Source: Optimization Benchmark Report, 2015

INTRODUCTION

Which of the following inform your optimization strategy?

Source: Optimization Benchmark Report, 2015

INTRODUCTION

AMELIORER LEUR PERFORMANCEHelping companies to IMPROVE THEIRPERFORMANCE

by TURNING DATA INTO VALUE

AT Internet & Optimizely are

AT INTERNET

ANALYTICS SUITE

AT INTERNETOUR CLIENTS ARE MARKET LEADERS

TRAVELE-COMMERCEFINANCE GOVERNMENTINDUSTRYMEDIA

Optimizely enables you to… Create alternative variations of your homepage, product -or landing pages with ease and run A/B- and Multivariate Tests.

Target specific audiences such as: New vs. returning, Geo-Location, Ad-Campaign, URL, Cookie etc.

Understand the impact of your tests through analytics

Connect the essential data from visitor behavior, 1st-party and 3rd-party sources for even more insights.

How it works...

10,000

SiteSpect

Monetate

Maxymiser

8,000Optimizely

Source: BuiltWith

f site

Optimizely is the market leader in Experience Optimization

Over 6.000 businesses optimize with Optimizely

FUNDAMENTALS3 STEPS TO START

3 STEPSTO START

USE CASESMEDIA & E-COMMERCE

1ST USE CASE: MEDIA

Analyse your website

Detect pain points

Build hypothesis & test

STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM

STEP 2: … AND DETECT PAIN POINTS

STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST

Problem:

› Not enough visitors are (re) engaging and reading our articles

Potential Solution:

› Make newsletter sign-up more prominent

Hypothesis:

› By placing a more explicit CTA in the left corner of the homepage, more visitors will see and sign up for our newsletter. A newsletter is a great way to re-engage our readers.

STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow can we get more people to sign up for the newsletter?

Original Variation in Optimizely

Problem:

› The number of premium stories viewed and bought has decreased by 10%

Potential Solution:

› Improve our default subscription page

Hypothesis:

› By adding images for the subscription packages, visitors will find the offering more appealing and thus a higher percentage of visitors will convert vs. the page without images.

STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY

Original

What would help more people subscribe to premium content?

Variation in Optimizely

Original

What would help more people subscribe to premium content?

2ND USE CASE: E-COMMERCE

Analyse your website

Detect pain points

Build hypothesis & tests

Problems:

› Sales from discounts have decreased 30%

Potential Solution:

› Making the “Sales & Offers” element more prominent

Hypothesis:

› By moving the “Sales & Offers” element in the navigation to the left and highlighting the text, more people will notice it, and we will see an increase in sales from discounts.

STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow do we get more visitors to purchase discounted items?

Original Variations in Optimizely

Problems:

› Orders from repeat buyers have decreased by 19%

Potential Solution:

› Create a buying incentive for repeat visitors

Hypothesis:

› By adding a prominent lightbox with a personalized greeting & discount for repeat visitors, we will increase the likelihood that this group orders again.

STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow can we increase purchases from returning visitors?

STEP 3: CREATE A HYPOTHESIS FOR A MOBILE A/B TEST

Problems:

› App Pageviews have decreased by 15%

Potential Solution:

› Adding a “Like”-Functionality to

Hypothesis:

› Some users might not be ready to purchase an item, but would like to indicate preference and continue later. By adding a soft CTA, “Like”, more users will engage with the app.

Original

What would help more people engage with our app?

Original

Results:

- 10% more engagement in variation with Like-Button

- 9% more merchandise requests in variation with Like-Button

INTERCONNECTIONINTERCONNECTIONHow to start?

PARTNERSHIP

✓ Reduce tracking implementation time in one click✓ Consolidate all data for global analyses and data interpretation

PRINCIPLES & BENEFITS

1. SET UP A TESTOPTIMIZELY INTERFACE

2. AT Internet TagACTIVATE CONNECTION IN ONE CLICK

2. AT INTERNET TAGACTIVATE CONNECTION IN ONE CLICK

3. ANALYSE A/B TEST IN OPTIMIZELY

› Optimizely will indicate the « Winner variation » according to the goals specified for the test

› But is it also the winner according your most important website objectives and KPIs?

GET AN OVERVIEW OF HOW THE DIFFERENT VARIATIONS PERFORM IN OPTIMIZELY

4. GO FURTHER WITH AT INTERNET ANALYTICS SUITEFOCUS ON A SPECIFIC POPULATION

website segment

➔ Sources➔ Conversions➔ Navigation➔ Retention➔ Etc...

Ex: Have seen the variation A

4. GO FURTHER WITH AT INTERNET ANALYTICS SUITESEGMENTATION IN DATA QUERY

4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE

Variation #1 Variation #2

CREATE YOUR OWN VISUALISATION IN OUR DASHBOARD APP

SUMMARY

› Make careful changes to user experiences while collecting data on the results

› Validate your test upon KPIs and track the entire customer journey for each Optimizely variation visitor

› Ensure there is no deterioration of your main or secondary objectives

› Continually improve a given experience like conversion rate over time

A POWERFUL INTEGRATION

Questions?

Veronique Combaud

Veronique.Combaud@atinternet.com

Thank you!

Marius Kremeyer

Solutions Engineer

marius@optimizely.com

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Optimize your web & mobile sites with Analytics & A/B Testing

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