Cat u pub ab testing program ideas 7 22-15

How to build the perfect website with A/B Experiments

What is a good conversion rate?

2.2%

3.4%

1.7%

4.5%

What is a good conversion rate?

There is no such thing as a good conversion rate…it is a mythological creature!

The purpose of improving conversion…

Agenda

• The new world of A/B experiments

• Three different types of experiments

• Experiment examples and results

• The future of A/B experiments

Old Objections to A/B split testing

• Setting up experiments will mean making changes to the site.

• Can’t do…I’ve got a six month backlog in website projects

• Website changes are expensive; I don’t have the budget

• Every time I make a change to my website something breaks.

• My ecommerce platform doesn’t allow me to change the things I want to test.

• My ecommerce platform doesn’t allow me to split test

The Solution for A/B experiments

Third-party software

• Use built-in design studio to create changes; wyswyg or direct html/javascript control

• No changes to the platform code to execute the test, so doesn’t affect current development or risk breaking anything on the site.

• Very fast, easy, inexpensive to set-up experiments.

Everyday Experiments

• Everyday experiments = continually run and measure A/B tests on your website.

• Much like your email campaigns, plan and build experiments in advance and launch them at the appropriate time – always have an experiment running.

• Experiments are not a big event; part of your everyday marketing.

Everyday Experiments Results

17%

14%

70%

Types of Experiments: 1 – Reduce Friction

A lot of Friction

A lot easier

Friction on the product page

Removing Friction

1.

2.

3

Product page add to cart results

Product Page Order results

Product Page Revenue results

Types of Experiments: 2 – Add Urgency

Urgency – Stock Status Messaging

Urgency with stock status messaging

Urgency Message – Orders results

Urgency with stock status messaging

Urgency Message – Orders results

Types of Experiments: 3 – Merchandising

Merchandising: Category Sort Order

Merchandising Category Sort Order

Merchandising – Category Sort Order

Merchandising – Category Sort Order

Short Term Next Frontier -- Personalization

Real Next Frontier -- Audiences

Measure the effect of changes on the website at the audience level and across all transactional channels

Questions?

Questions?

One Last Thing

Thank You!Matt Wrhel: mwrhel@cohereone.com

Matt Beischel: mbeischel@cohereone.com