1. Test & Target: The assumption ends here…
An Online perspective
2nd of November 2010
Mattijn Duinhoven

2. Agenda
 Background
 Test & Target @ Online
 Conversion insights
 Questions
2nd of November 2010 2 of 16Total Optimisation - Amsterdam

3. Background
• Online is one of the oldest Internet companies in The Netherlands. (launched in 1994, at that
time, known as ‘Euronet Internet’)
• Online offers internet access, telephony and television.
• In 2007 ‘Orange’ was acquired by T-Mobile, renaming the fixed business to ‘Online’ in 2008
• Online serves around 300.000 customers daily
2nd of November 2010 3 of 16Total Optimisation - Amsterdam

4. Background
• Within Online there’s a dedicated team for the website online.nl
• Mission of this team is to create the best possible Online Customer Experience (OCE)
• A vital part of the OCE is a continuous process to improve the customer experience by means
Multivariate / A/B Testing
• The MVT solution is used in our day-to-day business to optimize website performance by
influencing customer behavior, check functionalities and gain knowledge on our customers
2nd of November 2010 4 of 16Total Optimisation - Amsterdam

5. Agenda
 Background
 Test & Target @ Online
 Conversion insights
 Questions
2nd of November 2010 5 of 16Total Optimisation - Amsterdam

7. Test & Target @ Online
1. Look before you leap!
2. Test & Target: it’s a Strategy
3. The team; introducing a NKOTB
4. It’s time for a process
5. All tests are successful
2nd of November 2010 7 of 16Total Optimisation - Amsterdam

8. Agenda
 Background
 Test & Target @ Online
 Conversion insights
 Questions
2nd of November 2010 8 of 16Total Optimisation - Amsterdam

9. Conversion Insights
• We’ve done 6 tests in a 5 month period and formulated hypotheses for 9 tests (yes, 3 tests are
still under construction)
• It’s safe to say that it’s realistic to perform 1 to 2 tests per month (of course heavily depending
on the amount of traffic of your website)
• In those months most time was spent on debating on the execution of the test instead of
debating the actual outcome
• Here are some things we found during the tests
2nd of November 2010 9 of 16Total Optimisation - Amsterdam

10. Conversion Insights
Case 1: Background
• Objective: Improve landingpage and increase CTR to orderform
• Method: Expert review (cognitive psychologist)
Test & Target
Let’s get to work………..
2nd of November 2010 10 of 16Total Optimisation - Amsterdam

11. Conversion Insights
Case 1: Example of landingpage
2nd of November 2010 11 of 16Total Optimisation - Amsterdam

12. Conversion Insights
Case 1: Feedback from expert review
• The most important feedback from the expert:
a) Using faces draws attention
b) People are inclined to look in the same
direction as the direction the eyes of the
depicted person are looking at
c) We’re giving away a free modem but this
is hardly visible (just in text) . It’s an easy
one to miss
1
2
2nd of November 2010 12 of 16Total Optimisation - Amsterdam

13. Conversion Insights
Case 1: Hypothesis
Adding a visual of a face with eyes looking in the
direction of the ‘call to action’ creates an uplift in CTR
1
By using a visual of the free product a visitor might
be more motivated to actually buy
2
2nd of November 2010 13 of 16Total Optimisation - Amsterdam

14. Conversion Insights
Case 1: The Results
> 10% uplift in
CTR to order
form
2nd of November 2010 14 of 16Total Optimisation - Amsterdam

15. Agenda
 Background
 Test & Target @ Online
 Conversion insights
 Questions
2nd of November 2010 15 of 16Total Optimisation - Amsterdam

16. Questions
Mattijn Duinhoven
mattijn.duinhoven@is.online.nl
+31 (0)6 39 11 46 51
2nd of November 2010 16 of 16Total Optimisation - Amsterdam