optimize your web & mobile sites with analytics & a/b testing
TRANSCRIPT
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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
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Welcome to Optimizely Connect
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Veronique Combaud
Product & Partnership Manager
Your presenters for today
Marius Kremeyer
Solutions Engineer
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- 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
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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
Q&A
Our program for Today
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Digital Intelligence SolutionsDigital Intelligence Solutions
INTRODUCTIONOPTIMIZELY & AT INTERNET
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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)
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Digital Intelligence Solutions
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
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Digital Intelligence Solutions
98% of respondents state optimization is valuable to their success
Source: Optimization Benchmark Report, 2015
INTRODUCTION
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Digital Intelligence Solutions
Which of the following inform your optimization strategy?
Source: Optimization Benchmark Report, 2015
INTRODUCTION
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Digital Intelligence Solutions
INTRODUCTION
AMELIORER LEUR PERFORMANCEHelping companies to IMPROVE THEIRPERFORMANCE
by TURNING DATA INTO VALUE
AT Internet & Optimizely are
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Digital Intelligence Solutions
AT INTERNET
ANALYTICS SUITE
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Digital Intelligence Solutions
AT INTERNETOUR CLIENTS ARE MARKET LEADERS
TRAVELE-COMMERCEFINANCE GOVERNMENTINDUSTRYMEDIA
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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.
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How it works...
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10,000
Adobe
GWO
VWO
SiteSpect
Monetate
Maxymiser
Qubit
2,000
0
4,000
6,000
8,000Optimizely
Source: BuiltWith
Num
ber o
f site
s
Optimizely is the market leader in Experience Optimization
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Over 6.000 businesses optimize with Optimizely
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Digital Intelligence SolutionsDigital Intelligence Solutions
FUNDAMENTALS3 STEPS TO START
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Digital Intelligence Solutions
3 STEPSTO START
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Digital Intelligence Solutions
USE CASESMEDIA & E-COMMERCE
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Digital Intelligence Solutions
1ST USE CASE: MEDIA
Analyse your website
Detect pain points
Build hypothesis & test
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Digital Intelligence Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
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Digital Intelligence Solutions
STEP 2: … AND DETECT PAIN POINTS
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Digital Intelligence Solutions
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.
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Digital Intelligence Solutions
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
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Digital Intelligence Solutions
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
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Digital Intelligence Solutions
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
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Digital Intelligence Solutions
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
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Digital Intelligence Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
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Digital Intelligence Solutions
STEP 2: … AND DETECT PAIN POINTS
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Digital Intelligence Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
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.
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Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people subscribe to premium content?
Variation in Optimizely
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Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people subscribe to premium content?
Variation in Optimizely
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Digital Intelligence Solutions
2ND USE CASE: E-COMMERCE
Analyse your website
Detect pain points
Build hypothesis & tests
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Digital Intelligence Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
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Digital Intelligence Solutions
STEP 2: … AND DETECT PAIN POINTS
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Digital Intelligence Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
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.
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Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow do we get more visitors to purchase discounted items?
Original Variations in Optimizely
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Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow do we get more visitors to purchase discounted items?
Original Variations in Optimizely
![Page 40: Optimize your web & mobile sites with Analytics & A/B Testing](https://reader034.vdocuments.mx/reader034/viewer/2022051708/58857dab1a28abbb7e8b6bed/html5/thumbnails/40.jpg)
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow do we get more visitors to purchase discounted items?
Original Variations in Optimizely
![Page 41: Optimize your web & mobile sites with Analytics & A/B Testing](https://reader034.vdocuments.mx/reader034/viewer/2022051708/58857dab1a28abbb7e8b6bed/html5/thumbnails/41.jpg)
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow do we get more visitors to purchase discounted items?
Original Variations in Optimizely
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Digital Intelligence Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
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.
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Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow can we increase purchases from returning visitors?
Original Variation in Optimizely
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Digital Intelligence Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
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Digital Intelligence Solutions
STEP 2: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
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Digital Intelligence Solutions
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.
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Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people engage with our app?
Variation in Optimizely
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Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people engage with our app?
Variation in Optimizely
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Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people engage with our app?
Variation in Optimizely
Results:
- 10% more engagement in variation with Like-Button
- 9% more merchandise requests in variation with Like-Button
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Digital Intelligence SolutionsDigital Intelligence Solutions
INTERCONNECTIONINTERCONNECTIONHow to start?
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Digital Intelligence Solutions
PARTNERSHIP
✓ Reduce tracking implementation time in one click✓ Consolidate all data for global analyses and data interpretation
PRINCIPLES & BENEFITS
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Digital Intelligence Solutions
1. SET UP A TESTOPTIMIZELY INTERFACE
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Digital Intelligence Solutions
2. AT Internet TagACTIVATE CONNECTION IN ONE CLICK
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Digital Intelligence Solutions
2. AT INTERNET TAGACTIVATE CONNECTION IN ONE CLICK
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Digital Intelligence Solutions
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
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Digital Intelligence Solutions
4. GO FURTHER WITH AT INTERNET ANALYTICS SUITEFOCUS ON A SPECIFIC POPULATION
website segment
➔ Sources➔ Conversions➔ Navigation➔ Retention➔ Etc...
➔ Sources➔ Conversions➔ Navigation➔ Retention➔ Etc...
Ex: Have seen the variation A
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Digital Intelligence Solutions
4. GO FURTHER WITH AT INTERNET ANALYTICS SUITESEGMENTATION IN DATA QUERY
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Digital Intelligence Solutions
4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE
Variation #1 Variation #2
CREATE YOUR OWN VISUALISATION IN OUR DASHBOARD APP
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Digital Intelligence Solutions
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
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Questions?
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Veronique Combaud
Product & Partnership Manager
Thank you!
Marius Kremeyer
Solutions Engineer
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