basile fattal: multivariate testing
TRANSCRIPT
Basile FattalGlobal VP Sales and [email protected]
8Seconds bvbaCorda Campus HasseltKempische Steenweg 293/63500 Hasselt, Belgium
Dramatically Improve Email Campaign Resultsby Multivariate Testing
©All rights reserved 8seconds.net
Background
1995 2001 2005 2014
N. 1 in Search Results in NL
N. 1 Kids App in NL
How to generate top results from email
Email, 2nd after CPC for cust. acquisition
Reference http://blog.custora.com/2013/06/e-commerce-customer-acquisition-snapshot/
Email effectiveness
Your’e not the only one in their inbox
How do you stand out?
What can be optimized?From: Name <[email protected]>
Subject: Subject line 1) From name2) Subject line
BRANDING
What can be optimized?From: Name <[email protected]>
Subject: Subject line 1) From name2) Subject line3) Responsive template
BRANDING
What can be optimized?From: Name <[email protected]>
Subject: Subject line 1) From name2) Subject line3) Responsive template4) Audience segmentation
BRANDING
What can be optimized?
Dear Name,
From: Name <[email protected]>
Subject: Subject line 1) From name2) Subject line3) Responsive template4) Audience segmentation5) Personalization
BRANDING
What can be optimized?
Dear Name,
From: Name <[email protected]>
Subject: Subject line 1) From name2) Subject line3) Responsive template4) Audience segmentation5) Personalization6) Timing
BRANDING
What can be optimized?
IMAGE
OFFER
CLICK HERE
Dear Name,
From: Name <[email protected]>
Subject: Subject line 1) From name2) Subject line3) Responsive template4) Audience segmentation5) Personalization6) Timing7) Content optimization using multivariate testing
1) From testing: Display name + Email
Personal, company, [email protected]@[email protected]@[email protected]@company.com
1) From testing: Display name + Email
Personal, company, [email protected]@[email protected]@[email protected]@company.com
2%
Subject line
44% Do you like your Philips product? 43% What is your personal opinion? 38% Share your experience37% Help your fellow shoppers 35% Write a review and get 30% off
29% Upgrade your shaving experience28% Complete your style28% Beard and stubble with Philips27% Get more styles26% Try a beard style
Subject line25%
44% Do you like your Philips product? 43% What is your personal opinion? 38% Share your experience37% Help your fellow shoppers 35% Write a review and get 30% off
29% Upgrade your shaving experience28% Complete your style28% Beard and stubble with Philips27% Get more styles26% Try a beard style
Responsive template only
60%
Responsive template only5%
60%
Segmentation
Segmentation10%
Personalization
Personalization20%
What is the best time to send an email?
What is the best time to send an email?
2%
Content optimization by multivariate testing
300%
How to optimize email?
2%Time
15%Segmentation
25%Subject line
Personalization 20%
From name and email 2%
Responsive template 5%
Improvements in Click Rates
Gut feeling?
Use customer data to optimize email
Gut feeling?
Data!
Data!
Data!Data!
Data!
Use customer data to optimize email
AutomatedReal-timeMultivariate testing based on click-through behavior
Automated real-time optimization
Which content will maximize the conversion of
your email campaign?
Identify the best content in real-time, based on a sample
of your customer’s click behavior.
The best content is automatically shown to all
customers.
©All rights reserved 8seconds.net
Automated real-time optimization
In real time!
Automated real-time optimization
AB vs. ABn5%
Click here Click here
7%
AB vs. ABn
2%
Click here More info Learn more
Learn more
Learn more
More info
More info
Click here
Click here
Click here More info Learn more
Learn more
Learn more
20%
More info
More info
Click here
Click here
5%
Click here Click here
7%
How does it work?
Sonicare toothbrush heads sales
1 2 3 4 5
Guess which is the winner?
1 2 3 4 5
Winner click rate16.5%
Loser click rate3.5%
Guess which is the winner?
470% increase
©All rights reserved 8seconds.net
Real-time dashboard
Winning content identified within hours
Start 2hrs1hr
Winner identified within hours
30min
©All rights reserved 8seconds.net
Reporting dashboard
©All rights reserved 8seconds.net
+1200%Sales
Old email Optimized email
0.15%conversion
1.9%conversion
45
Sonicare toothbrush head sales
46
From email to website
Cross-channel use of winning content
1000% increase
Generating reviews
Winner 22.2% Loser 10.6%
Old Email Optimized Email Sales conversion rate 0.09% 1.80%
Shaver heads
210% increase
9.12%
6.38%
5.15%
4.86%
3.03%
5.56%
5.25%
3.20%
2.91%
1.74%
7.97%
5.67%
5.35%
5.33%
2.66%
300% increase
Top German online fashion retailer
Loser CTR 11.1%
Blank
Winner CTR 17.2%LOGO LOGO
Blank
©All rights reserved 8seconds.net
55% increase
CTA button
©All rights reserved 8seconds.net
Discover your My25 subscription > 25.58%
Discover your subscription > 16.28%
Discover your offer > 15.00%
Activate my subscription > 5.13%
Discover your offer > 7.50%
Activate now > 9.76%
More information > 12.20%
500% increase
CTR 22% 62%
Small Changes, Big impact: CTA Buttons
4 different colors
10 different button texts
©All rights reserved 8seconds.net
280% increase
APPENDIX
Integrated Mobile Optimization
Best winner identified by device type: Mobile vs. PC device
ExplorerFirefoxChromeSafariOpera
AndroidiPhoneBlackberryNokiaTabletsPalm
©All rights reserved 8seconds.net
Different Devices, Different ResultsDesktop winning banner
Mobile winning banner
Optimize by any Segmentation
Gender
Age
Geography
Mobile vs. Desktop
Or any segmentationavailable in the database
Simply include the segment in the code generated by the 8Seconds Optimizer and 8Seconds will optimize by segement [gender], [location], ...
CTA
CTA
©All rights reserved 8seconds.net
58
Multichannel: Email to packaging
Telecom
Travel
Energy
Fashion
Finance
Media
E-Tail
Retail
Other
8Seconds Clients
©All rights reserved 8seconds.net
8Seconds Partners
©All rights reserved 8seconds.net
ESP’s
DM Agencies
Digital Agencies