© 2011 Webtrends, All Rights Reserved. |1
11 DO’S AND DON’TS OF SITE OPTIMISATION
Mark Allison
Regional Director – Webtrends Australasia
© 2011 Webtrends, All Rights Reserved.
CRO, MVT, A/B – What is it?
Testing, Targeting, Segmentation, Personalisation
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |3
Automatically generate multipledigital experience variations Segment & Target Observe Audience
Reaction in Real Time
What does Optimize do?
Multivariate allows website visitors to vote with their clicks for which content they prefer and finish a defined goal.
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |4
Types of Optimization
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |5
A/B/n Example
Original – A Challenger – B
Original web page New web page
VS.
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |6
Multivariate Testing Example
1
2
3 4
5
6
8
7
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |7
MVT Insight into Influence
High Influence
Medium Influence
Low Influence
Hero Shot
TRUSTe
Call To Action Button
Headline
HeaderProduct
Description
Spyware FREE
Google Product Information
100% Lift
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |8
Segment Attributes to Consider
In session
Current & Historical
Geo IP location
DMA Code
Time of Day/Week
Browser | Device
Environment
URL Tracking Parameter
Organic Search Term
Paid Search Term
Referrer
Source
Cookie
Profile-based Attributes
Demographic
CRM Data
External Variables
Products Viewed
Content Viewed
Authenticated
Browsing Path
Behavior
AnonymousInitial visits
AcknowledgingReturning Visitors
© 2011 Webtrends, All Rights Reserved. |9
Difference of opinion
We should just implement the green button.
These idiots don’t have a clue. They should listen to me. Blue
button, end of story.
Can’t we all just get along?
When’s lunch?
© 2011 Webtrends, All Rights Reserved. |10
a.
b.
Increase Sales Conversion
TEST #1 Context: Mobile / Product Page
+6% Lift
© 2011 Webtrends, All Rights Reserved. |11
b.
TEST #2 Context: Finance / Application Page
a.c.Increase Application Conversion
+60% Lift
© 2011 Webtrends, All Rights Reserved. |12
a.Increase Sales Conversion
TEST #3 Context: Fashion Retail / Basket Page
© 2011 Webtrends, All Rights Reserved. |13
b.
TEST #3
Increase Sales Conversion
Context: Fashion Retail / Basket Page
© 2011 Webtrends, All Rights Reserved. |14
c.
TEST #3
Increase Sales Conversion
Context: Fashion Retail / Basket Page
© 2011 Webtrends, All Rights Reserved. |15
TEST #3
Increase Sales Conversion
c.
a. b.+17%
Lift
Context: Fashion Retail / Basket Page
© 2011 Webtrends, All Rights Reserved. |16
TEST #4
Increase Sales Conversion
c.
a. b.+7% Lift
Context: Fashion Retail / Basket Page
© 2011 Webtrends, All Rights Reserved. |17
TEST #4
Increase Sales Conversion
c.
a. b.+5% Lift
Context: Fashion Retail / Basket Page
© 2011 Webtrends, All Rights Reserved. |18
TEST #5
Increase Booking Revenue
Context: Travel / Select Flights Page
CR ABVRevenue
a. b.
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |19
Event Test Score Results
*based on 3 tests to date, ~140 tests
© 2011 Webtrends, All Rights Reserved. |20
A MAN SHOULD LOOK FOR WHAT IS, AND NOT FOR WHAT HE THINKS SHOULD BE.
11 DO’S AND DON’TS OF OPTIMISATION
© 2011 Webtrends, All Rights Reserved. |21
A MAN SHOULD LOOK FOR WHAT IS, AND NOT FOR WHAT HE THINKS SHOULD BE.
DO…
…TEST1
© 2011 Webtrends, All Rights Reserved. |22
DON’T…2
…GO THIN ON RESOURCES
© 2011 Webtrends, All Rights Reserved. |23
. . . KEEP IT SIMPLE
DO…3
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |24
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |25
DON’T…4
…FORGET TO SELL YOURSELF!
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |26
DON’T…FORGET TO SELL YOURSELF4
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |27…MAKE USE OF YOUR OTHER TECHNOLGIES
DO…5
© 2011 Webtrends, All Rights Reserved. |28
DO…MAKE USE OF YOUR OTHER TECHNOLOGIES
ANALYTICS
CLICK HEAT MAPS
USABILITY RESEARCH
EYE TRACKING ANALYSIS
5
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |29
…CONSIDER YOUR
AUDIENCE
DO…6
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |30
6Men’s shoe
Women’s tube top
DO…CONSIDER YOUR AUDIENCE
WOULDN’T THIS WOMEN’S TUBE TOP
GO GREAT WITH THIS MEN’S SHOE?
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |31
6 DO…CONSIDER YOUR AUDIENCE
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |32
DON’T…7
…PUT ALL YOUR EGGS IN ONE BASKET
© 2011 Webtrends, All Rights Reserved. |33HER AHEAD
DO…
…PLAN FART
8
© 2011 Webtrends, All Rights Reserved. |34
DO…PLAN AHEAD8
Start working on your pipeline early
Mix and match between simple and complex
Flexibility is important in this industry: Revisit priorities once a quarter!
© 2011 Webtrends, All Rights Reserved. |35
DO…9
…THINK ‘RADICAL’IN YOUR TESTING
Reference: http://genetic.ulriccollette.com/
© 2011 Webtrends, All Rights Reserved. |36
DO…THINK ‘RADICAL’ IN YOUR TESTING9
Reference: http://genetic.ulriccollette.com/
© 2011 Webtrends, All Rights Reserved. |37
DON’T…10
…IGNORE FUTURE TRENDS
© 2011 Webtrends, All Rights Reserved. |38
DON’T…IGNORE FUTURE TRENDS10
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |39
DO…11
…HAVE SOME FUN WITH IT
© 2011 Webtrends, All Rights Reserved. |40
DO KEEP IT SIMPLE
DO MAKE USE OF YOUR TECHNOLOGIES
DO CONSIDER YOUR AUDIENCE
DO PLAN AHEAD
DO THINK ‘RADICAL’
DO HAVE FUN WITH IT
Summary: DO’S AND DON’TS OF OPTIMISATION
DON’T GO THIN ON RESOURCES
DON’T FORGET TO SELL YOURSELF
DON’T PUT ALL YOUR EGGS IN ONE BASKET
DON’T IGNORE FUTURE TRENDS
TEST
© 2011 Webtrends, All Rights Reserved.
Webtrends Streams – What is it?
Streamed data as its happening onsite for in session targeting…
© 2011 Webtrends, All Rights Reserved. |42
Firstly – what is Targeting?
Returning visitor who haspreviously browsed men’sshirts without purchasing
Default page to ‘MEN’
Target relevant banner next time the come back to the website
MEN’S SHIRTSSee our great rangeof men’s shirts
© 2011 Webtrends, All Rights Reserved. |43
In-session targeting
Visitor is engaged withshirts & has shown a propensity to buy
Visitor X • Added shirts to cart• Becomes distracted
Bring them back with adsand/or targeted content in the same visit session
10% off all shirts if you purchase
today!
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |44
Webtrends Streams
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |45
WORKSHOP – Website Review
“Webtrends Streams has helped us bring our data to life in a way not previously possible. Through engaging visualizations our staff are now able to appreciate the global scale of our business in real time and we’re excited about the customer facing opportunities this unlocks.”
David N WilliamsHead of Customer Intelligence | ASOS
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |46© 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.
webmobilesocial
© 2011 Webtrends, All Rights Reserved. |47© 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.
OPTIMISATION IS A
JOURNEY NOT A
DESTINATION
Mark Allison│[email protected]
Regional Director – Webtrends Australasia
Top Related