how to optimize your website with analytics and a/b testing [webinar by optimizely & at...

Thursday, May 22nd

&

Introductions

A/B Testing?

Optimization tips

Live Demo

One-Click integration with AT Internet

Examples & Applications

Final remarks

Introductions

Introductions : Optimizely

Fabian Liebig Marketing Manager @Optimizely since June 2013 fabian@optimizely.com @FabianLiebig

Dan Pete

2006: ���Dan Siroker and Pete Koomen���— Product Managers @Google

2008: ���Dan — Director of analytics Obama Campaign

2008 – 2010: ���Carrotsticks, Spreadly, ���and Y Combinator

2010: Founding of Optimizely

Avril 2013: Series A funding for internationalization

Mai 2014: Series B funding round

$28M

$57M

Introductions : Optimizely

7000+ Happy Customers

Introduction : AT Internet

!! 18 +3 500

+ 350 000 + de 150

!

years experience customers from all sectors sites measued employees all over the world

At internet

Introduction : AT Internet

1.  AT internet Tag is remotely implemented in MV test 2.  MV test measures are restituted into the Digital Analytics

tool

1- AT tag

2 - Test data

Partnership: principles

Optimization Tips

1. Define & measure your most common visitor path

2. Identify webpages with highest amount of traffic

3. Investigate where you see the highest exit rate

4. Identify the pages that generate the highest revenue

5. Investigate which pages can provide most data on your visitors

Optimization Tips

Case Study

! !

Original Page Winning Variation

Case Study

+10% clicks

Case Study

Original Form Variation B

Case Study

Original Form Variation B

+116% filled out forms

Results:

Live Demo

Platform Demo

The integration at a glance

The user side Integration in few clicks via the Optimizely visual editor

The technical side Optimizely sends 3 parameters to the AT Internet servers « s »: Account Number within AT Internet « abmvc »: OptimizelyTestID[OptimizelyTestName]-0-VariationID[VariationName] « type »: Type of Test, always « mvt » Multivariate Test The AT Internet side « Usability » à « Multivariate Testing » in left menuà « Tests » get metrics on all tests launched on Optimizely, classified per test, variants, and creatives.

The integration at a glance

Source : help.optimizely.com

1.  AT internet Tag is remotely implemented in MV test

Reduce tracking implementation time

2.  MV test measures are restituted into the Digital Analytics tool

Consolidate all data for global analyses and data interpretation

1- AT tag

2 - Test data

Partnership: benefits

MV testing results in your digital analytics

Optimizely will indicate the « Winner variation » according the objective of the test

But is it also the winner according your website objectives and KPIs?

Test results & site performance

Criteria for the test = click ratio

Site KPI = number of registration

!

winner

+10% clicks

Test results & site performance

Focus on a specific population: Segmentation

Site! Segment!

Sources"

Conversions"

Navigation"

Etc."

Sources"

conversions"

Navigation"

Etc."

segmentation Segmentation: How it works?

1.  Get a deeper insight into test results directly within the AT Internet interface.

•  Sources, entry page •  Time spent, PV, navigation path •  Conversions funnel •  Purchase made •  Equipement , Etc…

2.  Ensure there is no deterioration of your main or secondary objectives

Validate a test upon your kpis

Examples & use case

Test on the message for an offer

2 for 1 -50%

Use case

Test on the message for an offer

2 for 1 -50%

Use case

50€   30€  

2 for 1 -50%

Test on the message for an offer

With Analyzer and our segmentation tool : check also performance of each variation on indicators such as purchase amount, number of products

Use case

2 for 1 -50%

50€   30€  

Use case

Test on the message for an offer

With Analyzer and our segmentation tool : check also performance of each variation on indicators such as purchase amount, number of products

Compare new visitors with returning visitors

are the results for new clients the same as for returning clients?

Understand distorted results

check if external event such as equipment (screens, browers..) can be the explanation 

Go further than validate «  a template »

check if the winner is also a winner for all type of topics or aisle products?

Other use case

Conclusion

2. Experiment Queue and

Log of active experiments

3. Run Experiment

4. Results and Key

takeaways

1. Brainstorming & Prioritizing

Conclusion

blog.optimizely.com help.optimizely.com

Fabian Liebig

fabian@optimizely.com

Case study “

PriceMinister integrates MV testing and increases

turnover by 5%”

http://www.atinternet.com http://blog.atinternet.com

Marie-Alix Achard Marie-alix.achard@atinternet.com