11 do's and dont's of site optimisation

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11 DO’S AND DON’TS OF SITE OPTIMISATION

Mark Allison

Regional Director – Webtrends Australasia

© 2011 Webtrends, All Rights Reserved.

CRO, MVT, A/B – What is it?

Testing, Targeting, Segmentation, Personalisation

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Automatically generate multipledigital experience variations Segment & Target Observe Audience

Reaction in Real Time

What does Optimize do?

Multivariate allows website visitors to vote with their clicks for which content they prefer and finish a defined goal.

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Types of Optimization

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A/B/n Example

Original – A Challenger – B

Original web page New web page

VS.

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Multivariate Testing Example

1

2

3 4

5

6

8

7

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MVT Insight into Influence

High Influence

Medium Influence

Low Influence

Hero Shot

TRUSTe

Call To Action Button

Headline

HeaderProduct

Description

Spyware FREE

Google Product Information

100% Lift

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Segment Attributes to Consider

In session

Current & Historical

Geo IP location

DMA Code

Time of Day/Week

Browser | Device

Environment

URL Tracking Parameter

Organic Search Term

Paid Search Term

Referrer

Source

Cookie

Profile-based Attributes

Demographic

CRM Data

External Variables

Products Viewed

Content Viewed

Authenticated

Browsing Path

Behavior

AnonymousInitial visits

AcknowledgingReturning Visitors

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Difference of opinion

We should just implement the green button.

These idiots don’t have a clue. They should listen to me. Blue

button, end of story.

Can’t we all just get along?

When’s lunch?

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a.

b.

Increase Sales Conversion

TEST #1 Context: Mobile / Product Page

+6% Lift

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b.

TEST #2 Context: Finance / Application Page

a.c.Increase Application Conversion

+60% Lift

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a.Increase Sales Conversion

TEST #3 Context: Fashion Retail / Basket Page

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b.

TEST #3

Increase Sales Conversion

Context: Fashion Retail / Basket Page

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c.

TEST #3

Increase Sales Conversion

Context: Fashion Retail / Basket Page

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TEST #3

Increase Sales Conversion

c.

a. b.+17%

Lift

Context: Fashion Retail / Basket Page

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TEST #4

Increase Sales Conversion

c.

a. b.+7% Lift

Context: Fashion Retail / Basket Page

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TEST #4

Increase Sales Conversion

c.

a. b.+5% Lift

Context: Fashion Retail / Basket Page

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TEST #5

Increase Booking Revenue

Context: Travel / Select Flights Page

CR ABVRevenue

a. b.

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Event Test Score Results

*based on 3 tests to date, ~140 tests

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A MAN SHOULD LOOK FOR WHAT IS, AND NOT FOR WHAT HE THINKS SHOULD BE.

11 DO’S AND DON’TS OF OPTIMISATION

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A MAN SHOULD LOOK FOR WHAT IS, AND NOT FOR WHAT HE THINKS SHOULD BE.

DO…

…TEST1

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DON’T…2

…GO THIN ON RESOURCES

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. . . KEEP IT SIMPLE

DO…3

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DON’T…4

…FORGET TO SELL YOURSELF!

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DON’T…FORGET TO SELL YOURSELF4

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© 2011 Webtrends, All Rights Reserved. |27…MAKE USE OF YOUR OTHER TECHNOLGIES

DO…5

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DO…MAKE USE OF YOUR OTHER TECHNOLOGIES

ANALYTICS

CLICK HEAT MAPS

USABILITY RESEARCH

EYE TRACKING ANALYSIS

5

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…CONSIDER YOUR

AUDIENCE

DO…6

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6Men’s shoe

Women’s tube top

DO…CONSIDER YOUR AUDIENCE

WOULDN’T THIS WOMEN’S TUBE TOP

GO GREAT WITH THIS MEN’S SHOE?

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6 DO…CONSIDER YOUR AUDIENCE

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DON’T…7

…PUT ALL YOUR EGGS IN ONE BASKET

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DO…

…PLAN FART

8

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DO…PLAN AHEAD8

Start working on your pipeline early

Mix and match between simple and complex

Flexibility is important in this industry: Revisit priorities once a quarter!

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DO…9

…THINK ‘RADICAL’IN YOUR TESTING

Reference: http://genetic.ulriccollette.com/

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DO…THINK ‘RADICAL’ IN YOUR TESTING9

Reference: http://genetic.ulriccollette.com/

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DON’T…10

…IGNORE FUTURE TRENDS

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DON’T…IGNORE FUTURE TRENDS10

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DO…11

…HAVE SOME FUN WITH IT

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DO KEEP IT SIMPLE

DO MAKE USE OF YOUR TECHNOLOGIES

DO CONSIDER YOUR AUDIENCE

DO PLAN AHEAD

DO THINK ‘RADICAL’

DO HAVE FUN WITH IT

Summary: DO’S AND DON’TS OF OPTIMISATION

DON’T GO THIN ON RESOURCES

DON’T FORGET TO SELL YOURSELF

DON’T PUT ALL YOUR EGGS IN ONE BASKET

DON’T IGNORE FUTURE TRENDS

TEST

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Webtrends Streams – What is it?

Streamed data as its happening onsite for in session targeting…

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Firstly – what is Targeting?

Returning visitor who haspreviously browsed men’sshirts without purchasing

Default page to ‘MEN’

Target relevant banner next time the come back to the website

MEN’S SHIRTSSee our great rangeof men’s shirts

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In-session targeting

Visitor is engaged withshirts & has shown a propensity to buy

Visitor X • Added shirts to cart• Becomes distracted

Bring them back with adsand/or targeted content in the same visit session

10% off all shirts if you purchase

today!

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Webtrends Streams

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WORKSHOP – Website Review

“Webtrends Streams has helped us bring our data to life in a way not previously possible. Through engaging visualizations our staff are now able to appreciate the global scale of our business in real time and we’re excited about the customer facing opportunities this unlocks.”

David N WilliamsHead of Customer Intelligence | ASOS

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OPTIMISATION IS A

JOURNEY NOT A

DESTINATION

Mark Allison│mark.allisonl@webtrends.com

Regional Director – Webtrends Australasia