WEBSITE AND MOBILE OPTIMIZATION FOR E-COMMERCE COMPANIES

SPECIFIC OPTIMIZATION EXAMPLES FOR E-COMMERCE COMPANIES4 8

MOBILE OPTIMIZATION

3 THE OPTIMIZATION LIFECYCLE

5 TESTING 9LANDING PAGE OPTIMIZATION

10 WEB PERFORMANCE6PERSONALIZATION AND TARGETING

IN THIS ISSUE:

Site Optimization for E-Commerce Companies

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E-Commerce companies around the world have extended their businesses online and on to mobile devices. Retail sales worldwide — including both in-store and internet purchases — will reach $22.492 trillion in 2015. According to eMarketer, by 2015 e-commerce will account for 6.7% of total retail sales1. With that comes the ability to better target and interest visitors as well as offer new services and information. One thing is clear: optimizing the online customer experience is key to achieving your marketing goals.

If you are like most online marketers from e-commerce companies, you are already spending a large percentage of your digital budget driving people to your website, and that budget is likely growing: recent research from eMarketer shows that the retail sector will be the biggest spender on US digital advertising in 2015. Of the $12.91 billion that retail marketers will invest, 51.5% will be dedicated to mobile advertising2. Make that investment work for you and increase your online ROI by optimizing your web and mobile sites with SiteSpect — many of the world’s leading retail companies already do. By leveraging the latest optimization technology, leading online e-commerce companies are now dynamically testing content, graphics, offers, layout and functionality to gain new insight into the experiences their site visitors and customers prefer. They’re seeing what works and what doesn’t – using valuable data from their testing to make site changes to improve the online shopping experience, increase customer loyalty, and convert more browsers into buyers.

WEBSITE AND MOBILE OPTIMIZATION FOR E-COMMERCE COMPANIES: ENHANCING THE ONLINE CUSTOMER EXPERIENCE

INTRODUCTION

SOURCES: 1www.emarketer.com/Article/Retail-Sales-Worldwide-Will-Top- 22-Trillion-This-Year/1011765#sthash.vx6oxni2.dpuf 2http://www.emarketer.com/Article/US-Digital-Ad-Spending- Will-Approach-60-Billion-This-Year-with-Retailers-Leading- Way/1012497

eMarketer shows that the retail sector will be the biggest spender on US digital advertising in 2015.

$12.91 Billion

Site Optimization for E-Commerce Companies

One of the great advantages conferred to digital optimizers is the sheer volume of data generated about visitor and customer behavior. Site optimization is all about converting that information into customer-benefiting insight that in turn helps you meet your business goals. For example, optimization will help you discover what your online visitors prefer in terms of usability and content while helping you meet your online objectives such as the creation of an account, increasing add-to-carts and purchases, and cross-selling products.

Testing and targeting technology is the “missing link” between knowing you have an opportunity for improvement and knowing what to do about it. These solutions provide your business with a structured and scientific way to determine the incremental value of changes made in the digital realm.

WHAT IS SITE OPTIMIZATION?

SEGMENTATION & INSIGHTS

TARGETING CAMPAIGNS

(PERSONALIZATION)

TARGETED EXPERIMENTS

SiteSpect’s rich capabilities not only allow you to personalize your site around specific visitor dimensions, but also to conduct on-the-fly segmentation analysis of any campaign data in real time. For example, how do desktop visitors differ from mobile visitors, or how do iPhone visitors differ from Android visitors? These insights, in turn, drive the “test-learn-target-repeat” lifecycle that produces optimal marketing results.

THE OPTIMIZATION LIFECYCLE

BROAD EXPERIMENTS

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INTRODUCTION

Site Optimization for E-Commerce Companies

MOBILE OPTIMIZATION

• Test your mobile content and target your tested content using a combination of static and dynamic criteria, such as device type and geolocation.

• Test and optimize your native apps and hybrid apps using the SiteSpect Mobile SDK.

MULTIVARIATE TESTING • Tailor the digital customer experience for all of

your shoppers.

• Test, target, and optimize to help generate cross-sells and up-sells.

• Test promotional offers to identify optimal prices, copy, placement, and layout.

• Improve search site results – for example, the layout and position of results versus cross-sell items and the performance of different search algorithms.

• Optimize site navigation, page layout, and product detail page metadata.

• Test and optimize the checkout process and increase conversions.

• Identify conversion hurdles and test changes that increase customer confidence. BEHAVIORAL TARGETING

• Target content based on a shopper’s website behavior, based on historical behavior and/or current visit behavior.

• Geo-target visitors based on proximity to store locations and highlight location-specific products or services.

• Import CRM profiles for targeting and remarketing, using anonymous data without personally identifiable information (PII). For example, you can target shoppers who have recently purchased an item with cross promotions for related products.

• Take advantage of robust real-time analytics and ad hoc segmentation capabilities.

ONLINE OPTIMIZATION FOR E-COMMERCE COMPANIES

EXAMPLES

WEB PERFORMANCE OPTIMIZATION • Speed up site performance and

measurably improve your visitors’ experiences and your key metrics such as sales, average order value, and revenue.

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Site Optimization for E-Commerce Companies

SiteSpect makes website and mobile optimization easy. While A/B testing allows you to test just one factor at a time, multivariate testing enables you to test many changes simultaneously. Evaluating the impact of combinations of factors and variations often reveals significant interaction effects that can have a dramatic impact on your conversion goals. With SiteSpect, you can:

TESTING

While A/B testing allows you to test just one factor at a time, multivariate testing enables you to test many changes simultaneously.

EASILY OPTIMIZE WEB & MOBILE CONTENT

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• Quickly and easily determine which content will have the greatest influence on a visitor’s behavior.

• Determine the best ways to effectively influence and persuade visitors to take the desired actions.

• Make confident, quantitatively-backed optimization decisions based on actionable reports and analysis.

• Quickly identify the right place to get started and develop an incremental testing and targeting strategy

to maximize short-term and long-term value.

CUSTOMER HIGHLIGHT

Customer feedback indicated that Quill’s online check-out experience was complicated and lengthy, resulting in lower conversions.

Testing with SiteSpect enabled Quill to determine which website changes quantifiably improved the check-out experience.

Overall site conversion improved 57 basis points, translating to double-digit million dollar incremental revenue lift on an annualized basis.

Site Optimization for E-Commerce Companies

PERSONALIZE THE ONLINE EXPERIENCE WITH TARGETED CONTENTPersonalization and targeting are built into SiteSpect. There are no add-ons or additional features to purchase or implement — everything you need is included to optimize your site. And with SiteSpect's patented approach, your targeting efforts won’t require any site modi-fications or tags. SiteSpect provides fast, agile optimization that produces a measurably better experience for all of your site visitors.

PERSONALIZATION

SiteSpect’s Lifetime Visitor Profiling engine learns about each individual visitor and builds an anonymous profile over time. This information makes it easy for web marketers and analysts to create targeting campaigns, and also conduct ad hoc data segmentation, all without the need to purchase or integrate any additional tools. SiteSpect LVP data can even be exported and utilized in other products and services to better inform offline and multichannel marketing efforts.

In addition, you can link external data into SiteSpect for the purposes of targeting. Simply define a target group from a back-end system (such as your CRM) and then define a list of visitors (using non-PII) in SiteSpect to target with a special offer or promotion. For example, you could target existing customers who purchased from a category of products with a promotion for related products that would likely be of interest.

LIFETIME VISITOR PROFILINGTM (LVP)

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Site Optimization for E-Commerce Companies

TARGETING DIMENSIONS EXAMPLES

Behavioral – both past and in-session browsing activities.

Show a special offer to new site visitors, or to those who visited recently but didn’t make a purchase.

RFM – recency, frequency, and monetary value of visitor.

Rewards frequent or high-value visitors with personalized content or loyalty perks.

Mobile – device and capabilities. Tailor content for small screens (versus desktops), or display different navigation if a touch screen is supported.

Geographic – country, region/state, and marketing area (MSA).

Target relevant promotions based on the visitor’s location, such as state-specific offers or proximity to physical stores.

Language Localize core navigation or promotional elements based on visitor’s language.

Browser and operating system Target electronics accessories or software based on which type of computing device the visitor is using.

Time parting – time of day, day of week, and timezone.

Engage visitors differently during weekday or weekend hours.

Contextual – referring site, search engine search terms, paid versus organic, and landing page.

Personalize landing page content based on referring search engine, keywords, or text ad copy.

Externally defined – CRM, user databases, or third-party data sources.

Target offers or upsell suggestions based on customer history data that resides only in your internal CRM system.

In addition to the examples on this page, SiteSpect lets you freely combine dimensions for even richer personalization and targeting efforts. For example, geographic combined with language offers the opportunity for cultural targeting of audiences such as French speakers living in Canada or Switzerland versus their English- or German-speaking counterparts.

PERSONALIZATION AND TARGETING DIMENSIONS

SiteSpect provides many built-in dimensions that can be used individually or in combination for targeting and personalization.

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PERSONALIZATION

Site Optimization for E-Commerce Companies

OPTIMIZE YOUR MOBILE INITIATIVESSiteSpect’s mobile optimization capabilities allow digital optimizers to easily test, target, and deliver the most compelling mobile experiences. SiteSpect provides detection of key mobile device capabilities that you can use for content targeting, enabling you to discover how varying types of mobile-optimized content influence user behavior, and ultimately site profitability.

No matter how you deliver your mobile experience, using a mobile website, a responsive design site, a native application, or another option, SiteSpect allows you to:

• Conduct A/B and multivariate tests for the entire digital experience.• Target any visitor based on a wide variety of factors.• Optimize leading edge mobile technologies.

MOBILE

vv

SiteSpect’s mobile targeting engine identifies over 25,000 combinations of devices, operating systems and browsers, and simplifies this data into the following categories:

MOBILE TARGETING

• Preferred markup language• Keyboard type• Screen dimensions• Rotation support• Browser capabilities• Cellular network data speeds• Mobile operating system (Apple iOS, Android, etc.)

60%of Time Spent is on Mobile

According to comScore, from December 2010 to December 2014, smartphone and tablet usage accounts for 60% of digital media time spent by consumers.

1source: Kate Dreyer, “Mobile Internet Usage Skyrockets in Past 4 Years to Overtake Desktop as Most Used Digital Platform,” comScore, (April 13, 2015). 8

Site Optimization for E-Commerce Companies

LANDING PAGE OPTIMIZATION

UNLEASH THE POWER OF YOUR LANDING PAGESSiteSpect's powerful multivariate testing and targeting capabilities enable you to optimize landing page effectiveness, helping you turn search marketing dollars into measurable bottom-line results. You can easily test offers and other factors that can help you convert more of your visitors into loyal customers. With SiteSpect you can:

• Leverage and test multiple landing page strategies to learn which is most effective on a segment-by-segment basis.

• Dramatically increase leads and conversions generated by PPC traffic, without increasing your SEM budget.

• Identify search terms and keywords that will yield the best quality traffic, then target those segments with specific, highly optimized offers.

SITESPECT HELPS YOU

TURN SEARCH MARKETING

DOLLARS INTO MEASURABLE

BOTTOM-LINE RESULTS

Test and optimize multiple landing page strategies to learn which is most effective on a segment-by-segment basis.

Site Optimization for E-Commerce Companies

SiteSpect AMPS® decreases page load times by as much as 50-70%, translating into significant improvements across a variety of key business metrics.

50-70%

PROVIDE A BETTER EXPERIENCE BY SPEEDING UP YOUR WEBSITEUsing its non-intrusive platform, SiteSpect AMPS® accelerates the delivery and rendering of both web and mobile content through a variety of on-the-fly speed optimization techniques. The result? A faster, "snappier" user experience that requires no coding, no software installation, and no site modification. In customer deployments, SiteSpect AMPS decreases page load times by as much as 50-70%, translating into significant improvements across a variety of key business metrics.

SiteSpect AMPS allows web and mobile site operators to automatically and non-intrusively optimize their site's speed through built-in acceleration functionality via SiteSpect's powerful multivariate testing and behavioral targeting engine. Any type of site can be optimized, including those built for e-commerce, publishing, and social media; intranets; extranets; and even mobile-specific WAP sites.

WEB PREFORMANCE

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Site Optimization for E-Commerce Companies

SiteSpect is leading the advancement of testing, personalization, and targeting software to empower your digital business. Here are some of the unique advantages that SiteSpect offers:

OPTIMIZING THE ONLINE CUSTOMER EXPERIENCE WITH SITESPECT

THE SITESPECT DIFFERENCE

1Test any content.With SiteSpect, you can test content variations on web pages that are formatted using virtually any mark-up language (e.g., HTML, WML, JSON, and XML), style sheets (CSS), or scripting languages (e.g., JavaScript). Within those web pages, SiteSpect can test variations of virtually any type of content, whether that content is static or dynamic, including audio and video files as well as Ajax and Flash-based applications.

2Test all aspects of your site,including how it looks and how it works.Optimization means testing your entire site, not just the front end. SiteSpect allows you to test both how your site looks and how it works. This is an important distinction. There are tests you can run with SiteSpect that you have never been able to run before. For example, if search results have an impact on your conversions, test the search algorithms that generate those results.

3Run more tests in less time.SiteSpect eliminates the limitations of using a tag-based approach to testing. Unlike other solutions, SiteSpect doesn’t require any changes to the HTML or the addition of JavaScript code to build a test. As a result, our approach allows optimization teams to spend less time setting up tests. This contrasts with tag-based tools that require workarounds and one-offs for creating complicated test scenarios. 6

Deploy in the cloud or on-premise.SiteSpect is the only digital optimization solution that gives you a choice when it comes to deployment. You can choose between SiteSpect Cloud, a fully hosted cloud-based solution, and SiteSpect Enterprise, a solution that you host yourself behind your firewall. Only SiteSpect gives you the flexibility to decide what works best for your organization.

4Avoid latency issues and flicker effects.Your testing program should be completely invisible to users; SiteSpect’s technology helps you achieve that goal. With lightning-fast load times and no flicker effect, your users will never know they’re getting a personalized experience that may include tested or targeted site elements. By delivering a fast experience that’s free of the content delivery latency introduced by tag-based solutions, you can be confident that test results are statistically accurate and represent the true feedback of the specific test subjects.

5Increase site speed.When it comes to the overall effectiveness of a website, there are many variables, but one agreed-upon constant: a strong dislike for slow sites. Google has found that a delay of only 400 milliseconds (0.4 seconds) caused its users to change behavior and search less1. With SiteSpect’s optimization technology, you never have to worry about JavaScript tags introducing any performance degradation to your site. As a result, you can focus on more important things, such as delivering business results from your experiments. Even better, with SiteSpect AMPS®, our Automated Multivariate Performance (Optimization) Solution, you can accelerate the delivery and rendering of both web and mobile content, resulting in a better user experience.

111Steve Lohr, “For Impatient Web Users, an Eye Blink Is Just Too Long to Wait,” New York Times, February 29, 2012

Site Optimization for E-Commerce Companies

The SiteSpect patented approach to site optimization is unique in that no changes are made to the actual web or mobile site that is being tested. Unlike the alternatives, SiteSpect does not require any changes to the HTML or programming code that drives a site. This approach eliminates the need for ongoing IT involvement before, during, and after running tests — allowing you to focus on achieving your optimization goals while saving time and resources.

SiteSpect Enterprise enables e-commerce marketers to optimize their sites in order to turn visitors into customers. SiteSpect Enterprise is an on-premise, behind-the-firewall solution that fits within your secure environment. This solution is horizontally scalable through its clustering technology, and is especially well-suited for financial site operators of all sizes who have specific security, availability, and management requirements. There is no limit to the number of things you can securely optimize with SiteSpect. We also offer SiteSpect Cloud as a deployment option. SiteSpect Cloud is ideal for site operators who want to optimize without the need to install any additional hardware or software.

SiteSpect solutions are regularly audited by third-party security firms and have been rated as fully PCI compliant.

NON-INTRUSIVE APPROACH

SIMPLY EVERYTHING YOU NEED TO OPTIMIZE YOUR SITE

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Site Optimization for E-Commerce Companies

SiteSpect is leading the advancement of testing, targeting, and personalization software that empowers the world’s most successful digital businesses to drive revenue growth, deepen customer engagement, and sharpen their competitive edge. Only the SiteSpect Digital Optimization Platform enables customers to test the entire user experience, from the front-end "look and feel" to the back-end functionality, and centrally manage those tests across channels, product lines, and business units. SiteSpect’s patented technology and professional services are used by top digital companies such as Wal-Mart, Target, Eddie Bauer, Urban Outfitters, Wayfair, Trulia, Overstock.com, and leading E-Commerce and media companies. For more information, visit http://www.sitespect.com or call 617-859-1900.

LEARN MOREWant to know more about SiteSpect? Sign up today for a demo.

© Copyright 2015, SiteSpect, Inc. All rights reserved.SiteSpect is a registered trademark of SiteSpect, Inc. All other products are trademarks or registered trademarks of their respective owners.

LEARN MORE

Join Other E-Commerce Companies WHO HAVE BENEFITED FROM SITESPECT'S CAPABILITES

ABOUT SITESPECT, INC.

So if you are looking for a non-intrusive optimization solution that can help you with:

• A/B testing• Multivariate testing• Personalization and targeting• Mobile optimization• Landing page optimization• Web performance optimization

Look no further. Join other e-commerce companies who have benefited from SiteSpect's testing and targeting capabilities.

Want to know more? Sign up for a demo and we’ll be happy to show you how SiteSpect works, and how you can securely optimize your customers’ online experience and start boosting customer engagement today.