![DATA-DRIVEN CONVERSION OPTIMIZATION
An insight into the data-driven approach of intensive optimization of landing pages at
InnoGames.
[PHP-Usergroup Hamburg, Dec. 6th 2015]](https://image.slidesharecdn.com/data-driven-conversion-optimization-160119085828/85/Data-driven-conversion-optimization-1-320.jpg)
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- 5. 5
- 6. 6 ⬢ Games Currently 6 browser games ⬢ Markets ~30 e.g. fr, ar, pl, de, us, .. ⬢ Marketing Partners Bring traffic to our landing pages ~250 e.g. goo, msn, psg, .. GAMES, MARKETS, PARTNERS
- 7. 7 ⬢ Conversion „is the act or process of changing from one form, state, etc., to another“ (http://www.merriam-webster.com/dictionary/conversion) ⬢ A visitor signs up for a game ⬢ A player makes a payment ⬢ A player logs in a second time CONVERSION / CONVERSION RATE Visitor Playersigns up
- 8. 8 CONVERSION / CONVERSION RATE
- 9. 9 ⬢ Conversion Rate Optimization = CRO ⬢ In this talk we focus on A/B testing of landing pages designs, graphics, wordings, UI tweaks, functionality ⬢ Not in scope ⬢ Pages speed optimization ⬢ Multivariate testing ⬢ Device matching ⬢ Targeting CONVERSION OPTIMIZATION
- 10. 10 ⬢ Evidence based decision making ⬢ Collected data is evidence ⬢ Decisions: what page is best for conversion rate ⬢ Testing, but not relying on ⬢ Intuition ⬢ Personal experience ⬢ Belief ⬢ „Best Practices“ DATA-DRIVEN
- 11. 11 ARCHITECTURE
- 12. Galera Replication ARCHITECTURE delivery delivery delivery mysql mysql mysql adminmysql mysqlapi mysql mysql api api 12 CDN
- 13. 2 THE CYCLE
- 15. 3 LANDING PAGES, VISITORS, EVENTS Landing Pages EventstriggerVisitorsvisited by
- 16. 16 ! ! ! ! !
- 17. 17 $ curl -v https://lps-pixel.innogames.de/t.gif
- 18. 18 $ curl -v https://lps-pixel.innogames.de/t.gif … > GET /t.gif HTTP/1.1 > Host: lps-pixel.innogames.de > User-Agent: curl/7.43.0 > Accept: */* > < HTTP/1.1 200 OK < Server: nginx/1.6.2 < Date: Sat, 07 Dec 2015 20:17:27 GMT < Content-Type: image/gif < Content-Length: 43 < Last-Modified: Mon, 28 Sep 1970 06:00:00 GMT < Connection: keep-alive < * Connection #0 to host lps-pixel.innogames.de left intact GIF89a⊠⊠⊠⊠!⊠,L;%
- 19. 19 server { access_log /www/lps-tracking/access.log tracking_json; location ~* ^/t.gif$ { empty_gif; } }
- 20. 20 { "connection": "1675278", "forwarder": "-", "http_referrer": "https://om.elvenar.com/ox/fr/? ref=adm_fr_fr&pid=466721&external_param=S0008066&ce_cid=21.swb0T1sHT1rXS1qiC2a1A2MgY000.", "remote_address": "77.196.246.14", "request": "GET /t.gif? data=eyJpZCI6IjlmMjU2ZDkxLTdjMDAtNDk4MC05NTA4LTYwM2RlMzIwOGJjMiIsInZlcnNpb24iOiIwLjAuMSIsImNhdGVnb3J5IjoibHB zIiwibmFtZSI6InBhZ2UtdW5sb2FkIiwiY3JlYXRlZF9hdCI6IjIwMTUtMTEtMjhUMjA6Mzk6MTYuMjM3WiIsImNvbnRleHQiOnsiZ2FtZV9 pZCI6Im94IiwibWFya2V0X2lkIjoiZnIiLCJwYXJ0bmVyX3ByZWZpeCI6ImFkbSIsImNhbXBhaWduX2lkIjoiYWRtX2ZyX2ZyIiwiYmlkIjp udWxsLCJjaWQiOm51bGwsInBpZCI6IjQ2NjcyMSIsImxhbmRpbmdfcGFnZV9pZCI6Im0zMDhhIiwidmlzaXRvcl9pZCI6IjA2ZWNkMjBkLWM xNjEtNDE3OC04ZDJkLTFiNDFiYTFiYTI3YyIsImZpbmdlcnByaW50IjoxMzk4MTE3NTgzLCJ0aW1lem9uZSI6LTF9LCJkYXRhIjp7InN1Yl9 0eXBlIjoicGFnZS11bmxvYWQiLCJ0aW1pbmciOnsibmF2aWdhdGlvblN0YXJ0IjoxNDQ4NzQzMTQ2ODU4LCJ1bmxvYWRFdmVudFN0YXJ0Ijo wLCJ1bmxvYWRFdmVudEVuZCI6MCwicmVkaXJlY3RTdGFydCI6MCwicmVkaXJlY3RFbmQiOjAsImZldGNoU3RhcnQiOjE0NDg3NDMxNDc1MjQ sImRvbWFpbkxvb2t1cFN0YXJ0IjoxNDQ4NzQzMTQ3NTI1LCJkb21haW5Mb29rdXBFbmQiOjE0NDg3NDMxNDc1NzgsImNvbm5lY3RTdGFydCI 6MTQ0ODc0MzE0NzU3OCwiY29ubmVjdEVuZCI6MTQ0ODc0MzE0OTE4NCwic2VjdXJlQ29ubmVjdGlvblN0YXJ0IjoxNDQ4NzQzMTQ3ODQ4LCJ yZXF1ZXN0U3RhcnQiOjE0NDg3NDMxNDkxODQsInJlc3BvbnNlU3RhcnQiOjE0NDg3NDMxNDk2NTEsInJlc3BvbnNlRW5kIjoxNDQ4NzQzMTQ 5NjUyLCJkb21Mb2FkaW5nIjoxNDQ4NzQzMTQ5NjYwLCJkb21JbnRlcmFjdGl2ZSI6MTQ0ODc0MzE1MDY1NiwiZG9tQ29udGVudExvYWRlZEV 2ZW50U3RhcnQiOjE0NDg3NDMxNTA2NTYsImRvbUNvbnRlbnRMb2FkZWRFdmVudEVuZCI6MTQ0ODc0MzE1MDY5NiwiZG9tQ29tcGxldGUiOjE 0NDg3NDMxNTQyMTUsImxvYWRFdmVudFN0YXJ0IjoxNDQ4NzQzMTU0MjE1LCJsb2FkRXZlbnRFbmQiOjE0NDg3NDMxNTQyMTh9LCJkdXJhdGl vbiI6NTU4MC45OTUwMDAwMDAwMDF9fQ== HTTP/1.1", "request_length": "1890", "request_time": "0.000", "status": "200", "time": "1448743157.264", "time_iso": "2015-11-28T20:39:17+00:00", "user_agent": "Mozilla/5.0 (Windows NT 6.0) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/46.0.2490.86 Safari/537.36" }
- 21. 21 { "category": "lps", "context": { "bid": null, "campaign_id": "adm_fr_fr", "cid": null, "fingerprint": 1398117583, "game_id": "ox", "landing_page_id": "m308a", "market_id": "fr", "partner_prefix": "adm", "pid": "466721", "timezone": -1, "visitor_id": "06afd20d-c165-4178-8d2d-1b41ba1ba27c" }, "created_at": "2015-11-28T20:39:16.237Z", "data": { "duration": 5580.995000000001 }, "id": "9f256d91-7c00-4980-9508-603de3208bc2", "name": "page-unload", "version": "0.0.1" }
- 22. 4 EVENTS, BUSINESS INTELLIGENCE Events Business Intelligence are loaded into
- 23. 23 ⬢ It is about understanding how business is running ⬢ Large amounts of raw business data from disparate systems like ⬢ players ⬢ payments ⬢ events ⬢ Combined data, give it meaning ⟶ data warehouse ⬢ Tools to make interpretation possible ⬢ On top: Microsoft Excel BUSINESS INTELLIGENCE
- 24. ⬢ postrotate moves access logs into Hadoop space ⬢ BI ⬢ loads incremental data daily from Hadoop (HIVE query) ⬢ combines other data from BI data warehouse e.g. payment history ⬢ builds the „Conversion Cube“ 24 ACCESS LOGS – EXCEL Hadoop SQL ServerLoad byAccess Log logrotate.d ODBC
- 25. ⬢ Dimensions ⬢ Date ⬢ Game / Market ⬢ Campaign ⬢ View Port ⬢ and other 25 CUBE ⬢ Measures ⬢ Conversion Rate ⬢ Visitors: unique page views, returning visitors ⬢ Logins ⬢ Live Time Value ⬢ Revenue ⬢ and other
- 26. 5 DECISIONS, A/B TESTS, LANDING PAGES Landing Pages Decisions A/B Testscontrol deliver variants of
- 27. 27 ⬢ CRO Managers, Product Marketing Managers, Artists, Frontend Developers ⬢ Everyone can present hypothesis ⬢ Rating and voting ⟶ Priority „I believe the ‚play‘ button in green would motivate the visitors more, because the color green is perceived in a more positive way“ CONVERSION BOARD
- 28. 28
- 29. 29 EXAMPLE - „BATTLE SCENE VIDEO“ VS https://om.tribalwars2.com/tw2/de?ref=igfm1https://om.tribalwars2.com/tw2/de A full screen background video is a strong medium to grab a user's attention and increase the engagement of him because he will take a longer look at the page. At the same time the "aggressive" battle scene shown in the video will appeal to the "fighter/killer" gamer. The risen engagement as well as the appealing character/story of the video will lead to higher registration rates.
- 32. QUESTIONS ? / THANK YOU #