Leveraging Analytics To Improve Your Marketing Efforts:

How Testing Will Help

Agenda

• Introduction• Optimization Methodology• Why Test?• Testing Process• Case Study: Shopping Cart Optimization• Ideas & Inspiration: PPC Ads, Product Pages,

Home Page, Email Subject Line, Call to Action Button

• Website Testing Best-Practices

INTRODUCTION

Introduction

• About BusinessOnLine:The key to giving your customers a better web experience? It starts by understanding how they experience the web.

This is what we focus on at BusinessOnline. Creating stronger connections between the online elements and your customers, so everything works better together, and you get the results you want.

We’re the interactive company that makes sure everything is interacting the way it should.

• Services:• Search Engine Optimization

(PPC, SEO, International SEO)

• User-Experience

• Social Media

• Web Design & Development

• Analytics

OPTIMIZATION METHODOLOGY

Optimization Ecosystem

Personalization

Voice of Customer

Testing

Web Analytics

Persuasion Funnel

• Nonlinear and multichannel nature of customer’s actual experience – and all the touchpoints

Home page

Department

Category

Product

Cart

Conversion Funnel Persuasion “Funnel”

Department

WHY TEST?

Why Test?

It’s not about “What,” but “Why”

“We can't solve problems by using the same kind of thinking we used when we created them.”

- Albert Einstein

How Do You Decide On Site Design

“We should remove all those bullets and table and just leave the flash movie.”

“We should add these 10 bullets and this 2x2 matrix to the page”

TESTING PROCESS

A/B Testing

Multivariate Testing

A/B testing vs. Multivariate

• Requires less traffic

• Tests fewer variations

• Apples and oranges tests

• Dependent elements okay

• Easy to visualize test

• No risk of bad combinations

• Requires more traffic

• Can test more combinations

• Variations of fixed elements

• Need independent elements

• Harder to visualize tests

• Risks of bad combinations

How Do You Test?

$

$Winner

Improve Conversion

Control

(Version A)

Treatment

(Version B)

50/50

Randomized

Split

Randomly select users to be in test, compare the outcomes for each alternative, and act.

Google Website Optimizer

Benefits• Free Experimentation Tool

• Easy to use

• Does not impact SEO

• Backed by Google

• Increases in conversion >25% not uncommon

• Discussions groups, tutorials, consultant network

Features• A/B split testing

• Multivariate testing

• Follow up testing

• Works with all traffic

• Statistical analysis

• Platform independent

It’s a Process

Test Identification and prioritization

Experimental test design, wire framing and

analytics planning

Execute and launch

CASE STUDY: SHOPPING CART OPTIMIZATION

Experiment - BackgroundBackground: An E-commerce was experiencing a high shopping

cart abandonment rate on a regular basis.

Goal: To increase total number of submitted orders and reduce user frustration throughout the checkout process.

Primary Business Question: Which checkout path will have the highest conversion rate?

Approach: Conduct A/B split testing with reduced amount of steps in the sales funnel process.

Test Design

Landing PageCheckout Path

For this test, we have chosen to affect the funnel checkout process while the landing page itself remained unchanged

Landing page (B)

Control Checkout Path(A)

Control Checkout Path(B)

Traffic

Landing page (A)

Control Checkout Process

Alternate Checkout Process

Checkout Landing Page

Billing, Shipping, Payment Information

Order Review Confirmation

We made the following changes to the original test: • Reduced the number of pages prior to the order confirm page• Eliminated the number of unnecessary fields the user had to fill out to complete the checkout funnel

Experiment Results

Conversion Rate % Lift

Control 3%

Treatement 3.30% 10%

By Reducing the number of pages prior to the order confirm page and by eliminating the number of unnecessary fields the user had to fill out to complete the checkout funnel, we were able to increase conversion by 10%

Treatment

IDEAS & INSPIRATION

Examples- PPC Ads

The Second ad is weakly communicating the value of their offers. They use vague language to describe their services and unsupported qualitative statements.

The first ad does a better job of using specific details and quantitative statement that more clearly communicate the value of their offers.

Example A

Example B

Examples – Product Page

The visitor’s eye path is being directed to the image which doesn’t add any value

Bonus Offer and extensive navigation are competing for attention

The product options are not clearly available for selection

No Help options are available

Examples – Product Page

The visitor’s eye path is being directed by the images and the layout of the pages

No additional ads and navigation are competing for attention

The product options are clearly available

Help options are available

Example – Home Page

www.adorama.com

• 146 clickable items on this page

• Price range : $24.95 to $799.95

• Bright graphical banner ads across the top and right side of the page

• Rotating banner ads

Homepage Awareness

www.bhphotovideo.com

• Helps users to find something easily

• Emphasizes category as opposed to individual products

Example – Call to Action Button

WEBSITE TESTING BEST PRACTICES

• Define a process and establish a testing team

• Start from the bottom of the funnel

• Lay out a clear testing strategy and calendar

Test Identification and prioritization

Experimental test design, wire framing and

analytics planning

Execute and launch

• Define “Success” and “Failure”

• Don’t rush – wait for statistical significance

Test Identification and prioritization

Experimental test design, wire framing and

analytics planning

Execute and launch

• Conduct head-to-head test

• Utilize audience segmentation

• Repeat the process frequently

Test Identification and prioritization

Experimental test design, wire framing and

analytics planning

Execute and launch

Thank You!Contact: Zineb Harvey:

Zineb.Harvey@BusinessOL.com

Additional BusinessOnLine Resources:

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