These are the slides of our Optimizely Connect webinar with AT Internet webinar from April 7, 2016.
In the first ever optimization benchmark report (2015), analytics was named as the #1 source to generate ideas for website optimization. We will show you how to use analytics to discover the weak spots on your website, how this analysis helps generate more impactful ideas for A/B Tests and how the seamless integration of Optimizely and AT Internet makes it really easy to track the effect of testing on all your important company KPIs.
In this webinar, we will show you:
- Fundamentals: Analysis - Insights - Hypothesis Generation
- How to use analytics to discover the weak spots on your website
- How to integrate AT Internet and Optimizely in a few clicks and make more of your data
- Media & Retailers: How to improve web performance thanks to analytics & testing
Test out Optimizely yourself: https://www.optimizely.com
For more information about AT Internet, please visit:
http://www.atinternet.com
Google 3rd-Party Cookie Deprecation [Update] + 5 Best Strategies
Optimize your web & mobile sites with Analytics & A/B Testing
1. Optimize your web & mobile sites with
Analytics and A/B Testing
April 7th, 2016
Solutions Engineer
Optimizely
Marius Kremeyer Veronique Combaud
Product & Partnership Manager
AT Internet
3. Veronique Combaud
Product & Partnership Manager
Veronique.Combaud@atinternet.com
Your presenters for today
Marius Kremeyer
Solutions Engineer
marius@optimizely.com
4. - Duration: 45 Minutes
- Ask questions at any time
- Use the question panel
- We will answer qs at the end
- Slides & recording will be
sent out after the webinar
Housekeeping
5. AT Internet & Optimizely introduction
Fundamentals:
How to use analytics to discover the weak spots on your website
Hypothesis generation to start AB testing
Use cases: media & e-commerce
How to integrate AT Internet and Optimizely in one click
Q&A
Our program for Today
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INTRODUCTION
55%
of business leaders consider that the
analysis of analytics data helps to
bring new revenue sources to the
company.
Source : international study KPMG and The Economist Intelligence Unit (2014)
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98% of respondents state optimization is valuableto their success
Source: Optimization Benchmark Report, 2015
INTRODUCTION
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Which of the following inform your optimization strategy?
Source: Optimization Benchmark Report, 2015
INTRODUCTION
14. Optimizely enables you to…
Create alternative variations of your homepage, product -
or landing pages with easeand run A/B- and Multivariate
Tests.
Target specific audiences such as: New vs. returning, Geo-
Location, Ad-Campaign, URL, Cookie etc.
Understand the impact of your tests through
analytics
Connect the essential data from visitor
behavior, 1st-party and3rd-party sources for
even more insights.
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STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problem:
› Not enough visitors are (re) engaging and reading our articles
Potential Solution:
› Make newsletter sign-up more prominent
Hypothesis:
› By placing a more explicit CTA in the left corner of the homepage, more visitors will see
and sign up for our newsletter. A newsletter is a great way to re-engage our readers.
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How can we get more people to sign up for the newsletter?
Original Variation in Optimizely
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How can we get more people to sign up for the newsletter?
Original Variation in Optimizely
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How can we get more people to sign up for the newsletter?
Original Variation in Optimizely
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How can we get more people to sign up for the newsletter?
Original Variation in Optimizely
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STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problem:
› The number of premium stories viewed and bought has decreased by 10%
Potential Solution:
› Improve our default subscription page
Hypothesis:
› By adding images for the subscription packages, visitors will find the offering more
appealing and thus a higher percentage of visitors will convert vs. the page without
images.
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people subscribe to premium content?
Variation in Optimizely
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people subscribe to premium content?
Variation in Optimizely
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STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problems:
› Sales from discounts have decreased 30%
Potential Solution:
› Making the “Sales & Offers” element more prominent
Hypothesis:
› By moving the “Sales & Offers” element in the navigation to the left and highlighting the
text, more people will notice it, and we will see an increase in sales from discounts.
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How do we get more visitors to purchase discounted items?
Original Variations in Optimizely
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How do we get more visitors to purchase discounted items?
Original Variations in Optimizely
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How do we get more visitors to purchase discounted items?
Original Variations in Optimizely
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How do we get more visitors to purchase discounted items?
Original Variations in Optimizely
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STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problems:
› Orders from repeat buyers have decreased by 19%
Potential Solution:
› Create a buying incentive for repeat visitors
Hypothesis:
› By adding a prominent lightbox with a personalized greeting & discount for repeat visitors,
we will increase the likelihood that this group orders again.
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How can we increase purchases from returning visitors?
Original Variation in Optimizely
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STEP 3: CREATE A HYPOTHESIS FOR A MOBILE A/B TEST
Problems:
› App Pageviews have decreased by 15%
Potential Solution:
› Adding a “Like”-Functionality to
Hypothesis:
› Some users might not be ready to purchase an item, but would like to indicate preference
and continue later. By adding a soft CTA, “Like”, more users will engage with the app.
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people engage with our app?
Variation in Optimizely
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people engage with our app?
Variation in Optimizely
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STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people engage with our app?
Variation in Optimizely
Results:
- 10% more
engagement in
variation with Like-
Button
- 9% more
merchandise
requests in
variation with Like-
Button
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PARTNERSHIP
✓ Reduce tracking implementation time in one click
✓ Consolidate all data for global analyses and data interpretation
PRINCIPLES & BENEFITS
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3. ANALYSE A/B TEST IN OPTIMIZELY
› Optimizely will indicate the « Winner variation » according to the goals specified for the test
› But is it also the winner according your most important website objectives and KPIs?
GET AN OVERVIEW OF HOW THE DIFFERENT VARIATIONS PERFORM IN OPTIMIZELY
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4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE
FOCUS ON A SPECIFIC POPULATION
website segment
➔ Sources
➔ Conversions
➔ Navigation
➔ Retention
➔ Etc...
➔ Sources
➔ Conversions
➔ Navigation
➔ Retention
➔ Etc...
Ex: Have seen the
variation A
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4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE
Variation #1 Variation #2
CREATE YOUR OWN VISUALISATION IN OUR DASHBOARD APP
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SUMMARY
› Make careful changes to user experiences while
collecting data on the results
› Validate your test upon KPIs and track the entire
customer journey for each Optimizely variation
visitor
› Ensure there is no deterioration of your main or
secondary objectives
› Continually improve a given experience like
conversion rate over time
A POWERFUL INTEGRATION