Optimizely for Online Retail: Essential Features and Customer Stories
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Transcript of Optimizely for Online Retail: Essential Features and Customer Stories
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#abtestingessentials @Optimizely
Optimizely for Online Retail
Essential Features & Customer Stories
Thursday, August 29, 13
![Page 2: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/2.jpg)
#abtestingessentials @Optimizely
Tweet what you learn to win a
copy of our book3 chances to win!
#abtestingessentials@Optimizely
Thursday, August 29, 13
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#abtestingessentials @Optimizely
What we’ve covered so far.
How to avoid pitfalls that can arise when testing.
Recordings on optimizely.com/ecommerce-ab-testing and SlideShare
A framework for prioritizing what to test.
1 2
3How to use a testing platform to execute these ideas.
Thursday, August 29, 13
![Page 4: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/4.jpg)
#abtestingessentials @Optimizely
It’s all part of a bigger picture.
Thursday, August 29, 13
![Page 5: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/5.jpg)
#abtestingessentials @Optimizely
It’s all part of a bigger picture.
Understand our website visitors...
Thursday, August 29, 13
![Page 6: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/6.jpg)
#abtestingessentials @Optimizely
It’s all part of a bigger picture.
Understand our website visitors...
...and translate our understanding into better experiences for those visitors.
Thursday, August 29, 13
![Page 7: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/7.jpg)
#abtestingessentials @Optimizely
Meet Jodie Ellis
Thursday, August 29, 13
![Page 8: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/8.jpg)
#abtestingessentials @Optimizely
Meet Junan Pang
Thursday, August 29, 13
![Page 9: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/9.jpg)
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
1
2
3
4
5
Thursday, August 29, 13
![Page 10: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/10.jpg)
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting1
2
3
4
5
Thursday, August 29, 13
![Page 11: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/11.jpg)
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
1
2
3
4
5
Thursday, August 29, 13
![Page 12: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/12.jpg)
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
1
2
3
4
5
Thursday, August 29, 13
![Page 13: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/13.jpg)
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
Goal Setting
1
2
3
4
5
Thursday, August 29, 13
![Page 14: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/14.jpg)
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
Goal Setting
Segmentation
1
2
3
4
5
Thursday, August 29, 13
![Page 15: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/15.jpg)
#abtestingessentials @Optimizely
In Real Life Online Optimizely
Thursday, August 29, 13
![Page 16: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/16.jpg)
#abtestingessentials @Optimizely
In Real Life Online Optimizely
Thursday, August 29, 13
![Page 17: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/17.jpg)
#abtestingessentials @Optimizely
In Real Life Online Optimizely
Thursday, August 29, 13
![Page 18: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/18.jpg)
#abtestingessentials @Optimizely
What you’ll walk away with...
Thursday, August 29, 13
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#abtestingessentials @Optimizely
How are you addressing specific visitor populations that come to your site?
Thursday, August 29, 13
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#abtestingessentials @Optimizely
Targeting In Real Life: Show Your Student ID
Thursday, August 29, 13
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#abtestingessentials @Optimizely
Are they mobile?
Are they Mac or PC?
Are they new or returning?
Did they click an ad or a search result?
Targeting IRL Online Optimizely
Thursday, August 29, 13
![Page 22: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/22.jpg)
#abtestingessentials @Optimizely
Original
Targeting IRL Online Optimizely
Thursday, August 29, 13
![Page 23: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/23.jpg)
#abtestingessentials @Optimizely
Variation
Targeting IRL Online Optimizely
Thursday, August 29, 13
![Page 24: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/24.jpg)
#abtestingessentials @Optimizely
Variation
Targeting IRL Online Optimizely
Original
Thursday, August 29, 13
![Page 25: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/25.jpg)
#abtestingessentials @Optimizely
Variation
Targeting IRL Online Optimizely
Original
+23.7% purchases
Thursday, August 29, 13
![Page 26: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/26.jpg)
#abtestingessentials @Optimizely
Original Variation
Targeting IRL Online Optimizely
Thursday, August 29, 13
![Page 27: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/27.jpg)
#abtestingessentials @Optimizely
Who and where are you testing?New features
URL Query Parameters
Marketing campaigns
Adwords
Browser Type
Mobile vs. Non-mobile
Location
Targeting IRL Online Optimizely
Thursday, August 29, 13
![Page 28: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/28.jpg)
#abtestingessentials @Optimizely
How are you enhancing the visitor experience across many pages?
Thursday, August 29, 13
![Page 29: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/29.jpg)
#abtestingessentials @Optimizely
Multi-page In Real Life: A Theme Park Ride
Thursday, August 29, 13
![Page 30: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/30.jpg)
#abtestingessentials @Optimizely
Product Detail Page
Shopping Cart
Checkout Page
Thank You Page
Multi-page IRL Online Optimizely
Thursday, August 29, 13
![Page 31: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/31.jpg)
#abtestingessentials @Optimizely
Multi-page IRL Online Optimizely
Thursday, August 29, 13
![Page 32: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/32.jpg)
#abtestingessentials @Optimizely
Multi-page IRL Online Optimizely
Thursday, August 29, 13
![Page 33: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/33.jpg)
#abtestingessentials @Optimizely
How do you try a completely di!erent experience from the one you have today?
Thursday, August 29, 13
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#abtestingessentials @Optimizely
Redirects In Real Life: A Pilot Store
Thursday, August 29, 13
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#abtestingessentials @Optimizely
Redirects In Real Life: A Pilot Store
Thursday, August 29, 13
![Page 36: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/36.jpg)
#abtestingessentials @Optimizely
Redirects IRL Online Optimizely
Variation A Variation B
URL 1 URL 2
Website Visitors
50%50%
Thursday, August 29, 13
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#abtestingessentials @Optimizely
Original
Variation
Redirects IRL Online Optimizely
Thursday, August 29, 13
![Page 38: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/38.jpg)
#abtestingessentials @Optimizely
Original
Variation
Redirects IRL Online Optimizely
-3% conversions
Thursday, August 29, 13
![Page 39: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/39.jpg)
#abtestingessentials @Optimizely
Redirects IRL Online Optimizely
Thursday, August 29, 13
![Page 40: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/40.jpg)
#abtestingessentials @Optimizely
Redirects IRL Online Optimizely
Thursday, August 29, 13
![Page 41: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/41.jpg)
#abtestingessentials @Optimizely
How do you measure the value of a new experience?
Thursday, August 29, 13
![Page 42: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/42.jpg)
#abtestingessentials @Optimizely
Goal Setting In Real Life: Macro goal = Revenue
Micro goal = Theater Views
Thursday, August 29, 13
![Page 43: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/43.jpg)
#abtestingessentials @Optimizely
Goal Setting IRL Online Optimizely
Original - Exact Match Variation - Fuzzy Match
Thursday, August 29, 13
![Page 44: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/44.jpg)
#abtestingessentials @Optimizely
Goal Setting IRL Online Optimizely
Original - Exact Match Variation - Fuzzy Match
+9.6% result selections
Thursday, August 29, 13
![Page 45: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/45.jpg)
#abtestingessentials @Optimizely
Goal Setting IRL Online Optimizely
Original - product video Variation - 360 degree image
Thursday, August 29, 13
![Page 46: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/46.jpg)
#abtestingessentials @Optimizely
Goal Setting IRL Online Optimizely
Original - product video Variation - 360 degree image
+10.4% RPV
Thursday, August 29, 13
![Page 47: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/47.jpg)
#abtestingessentials @Optimizely
How do you define success?
•Revenue
•Pageviews
•Clicks
Goal Setting IRL Online Optimizely
Thursday, August 29, 13
![Page 48: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/48.jpg)
#abtestingessentials @Optimizely
How do you listen to what di!erent types of visitors want?
Thursday, August 29, 13
![Page 49: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/49.jpg)
#abtestingessentials @Optimizely
Segmentation In Real Life: Payment Method
Thursday, August 29, 13
![Page 50: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/50.jpg)
#abtestingessentials @Optimizely
Categorize your visitors to filter your results
• Browser
• Campaign
• Mobile vs. Non-mobile
• Source Type
• Custom Segment (aka anything else!)
Segmentation IRL Online Optimizely
Thursday, August 29, 13
![Page 51: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/51.jpg)
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
Goal Setting
Segmentation
1
2
3
4
5
Thursday, August 29, 13
![Page 52: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/52.jpg)
#abtestingessentials @Optimizely
A freebie for youDownload chapter 3 for free!!
pages.optimizely.com/book
Thursday, August 29, 13
![Page 53: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/53.jpg)
#abtestingessentials @Optimizely
Questions?Tweet @Optimizely
#abtestingessentials
Thursday, August 29, 13
![Page 54: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/54.jpg)
#abtestingessentials @Optimizely
Learn moresupport.optimizely.com
Thursday, August 29, 13
![Page 55: Optimizely for Online Retail: Essential Features and Customer Stories](https://reader034.fdocuments.in/reader034/viewer/2022051612/54c6336b4a7959991a8b4662/html5/thumbnails/55.jpg)
#abtestingessentials @Optimizely
Thank you!
Thursday, August 29, 13