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Optimizely for Online Retail

Essential Features & Customer Stories

Thursday, August 29, 13


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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.

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3How to use a testing platform to execute these ideas.



It’s all part of a bigger picture.




Understand our website visitors...




Understand our website visitors...

...and translate our understanding into better experiences for those visitors.



Meet Jodie Ellis



Meet Junan Pang



5 Testing Tactics to Know and Use

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Targeting1

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Targeting

Multi-page Experiments

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Targeting


Redirect Tests

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Targeting


Redirect Tests

Goal Setting

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Targeting


Redirect Tests

Goal Setting

Segmentation

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In Real Life Online Optimizely









What you’ll walk away with...



How are you addressing specific visitor populations that come to your site?



Targeting In Real Life: Show Your Student ID



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



Original




Variation




Variation


Original



Variation


Original

+23.7% purchases



Original Variation




Who and where are you testing?New features

URL Query Parameters

Marketing campaigns

Adwords

Browser Type

Mobile vs. Non-mobile

Location




How are you enhancing the visitor experience across many pages?



Multi-page In Real Life: A Theme Park Ride



Product Detail Page

Shopping Cart

Checkout Page

Thank You Page

Multi-page IRL Online Optimizely









How do you try a completely di!erent experience from the one you have today?



Redirects In Real Life: A Pilot Store



Redirects In Real Life: A Pilot Store



Redirects IRL Online Optimizely

Variation A Variation B

URL 1 URL 2

Website Visitors

50%50%



Original

Variation




Original

Variation


-3% conversions









How do you measure the value of a new experience?



Goal Setting In Real Life: Macro goal = Revenue

Micro goal = Theater Views



Goal Setting IRL Online Optimizely

Original - Exact Match Variation - Fuzzy Match




Original - Exact Match Variation - Fuzzy Match

+9.6% result selections




Original - product video Variation - 360 degree image




Original - product video Variation - 360 degree image

+10.4% RPV



How do you define success?

•Revenue

•Pageviews

•Clicks




How do you listen to what di!erent types of visitors want?



Segmentation In Real Life: Payment Method



Categorize your visitors to filter your results

• Browser

• Campaign

• Mobile vs. Non-mobile

• Source Type

• Custom Segment (aka anything else!)

Segmentation IRL Online Optimizely




Targeting


Redirect Tests

Goal Setting

Segmentation

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2

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A freebie for youDownload chapter 3 for free!!

pages.optimizely.com/book



Questions?Tweet @Optimizely

#abtestingessentials



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Thank you!
