optimizely for online retail: essential features and customer stories
DESCRIPTION
Online retailers have huge potential to uncover big conversion lifts through A/B testing. In this webinar, Junan Pang from the customer success team at Optimizely will walk through essential Optimizely features for online retailers, and Jodie Ellis, director of marketing at Optimizely will show how customers use these features to drive top and bottom line improvements.TRANSCRIPT
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Optimizely for Online Retail
Essential Features & Customer Stories
Thursday, August 29, 13
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Tweet what you learn to win a
copy of our book3 chances to win!
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What we’ve covered so far.
How to avoid pitfalls that can arise when testing.
Recordings on optimizely.com/ecommerce-ab-testing and SlideShare
A framework for prioritizing what to test.
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3How to use a testing platform to execute these ideas.
Thursday, August 29, 13
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It’s all part of a bigger picture.
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It’s all part of a bigger picture.
Understand our website visitors...
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It’s all part of a bigger picture.
Understand our website visitors...
...and translate our understanding into better experiences for those visitors.
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Meet Jodie Ellis
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Meet Junan Pang
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5 Testing Tactics to Know and Use
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5 Testing Tactics to Know and Use
Targeting1
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5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
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5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
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Thursday, August 29, 13
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
Goal Setting
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Thursday, August 29, 13
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
Goal Setting
Segmentation
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Thursday, August 29, 13
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In Real Life Online Optimizely
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In Real Life Online Optimizely
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In Real Life Online Optimizely
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What you’ll walk away with...
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How are you addressing specific visitor populations that come to your site?
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Targeting In Real Life: Show Your Student ID
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Are they mobile?
Are they Mac or PC?
Are they new or returning?
Did they click an ad or a search result?
Targeting IRL Online Optimizely
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Original
Targeting IRL Online Optimizely
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Variation
Targeting IRL Online Optimizely
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Variation
Targeting IRL Online Optimizely
Original
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Variation
Targeting IRL Online Optimizely
Original
+23.7% purchases
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Original Variation
Targeting IRL Online Optimizely
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Who and where are you testing?New features
URL Query Parameters
Marketing campaigns
Adwords
Browser Type
Mobile vs. Non-mobile
Location
Targeting IRL Online Optimizely
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How are you enhancing the visitor experience across many pages?
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Multi-page In Real Life: A Theme Park Ride
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Product Detail Page
Shopping Cart
Checkout Page
Thank You Page
Multi-page IRL Online Optimizely
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Multi-page IRL Online Optimizely
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Multi-page IRL Online Optimizely
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How do you try a completely di!erent experience from the one you have today?
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Redirects In Real Life: A Pilot Store
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Redirects In Real Life: A Pilot Store
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Redirects IRL Online Optimizely
Variation A Variation B
URL 1 URL 2
Website Visitors
50%50%
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Original
Variation
Redirects IRL Online Optimizely
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Original
Variation
Redirects IRL Online Optimizely
-3% conversions
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Redirects IRL Online Optimizely
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Redirects IRL Online Optimizely
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How do you measure the value of a new experience?
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Goal Setting In Real Life: Macro goal = Revenue
Micro goal = Theater Views
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Goal Setting IRL Online Optimizely
Original - Exact Match Variation - Fuzzy Match
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Goal Setting IRL Online Optimizely
Original - Exact Match Variation - Fuzzy Match
+9.6% result selections
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Goal Setting IRL Online Optimizely
Original - product video Variation - 360 degree image
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Goal Setting IRL Online Optimizely
Original - product video Variation - 360 degree image
+10.4% RPV
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How do you define success?
•Revenue
•Pageviews
•Clicks
Goal Setting IRL Online Optimizely
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How do you listen to what di!erent types of visitors want?
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Segmentation In Real Life: Payment Method
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Categorize your visitors to filter your results
• Browser
• Campaign
• Mobile vs. Non-mobile
• Source Type
• Custom Segment (aka anything else!)
Segmentation IRL Online Optimizely
Thursday, August 29, 13
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5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
Goal Setting
Segmentation
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5
Thursday, August 29, 13
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A freebie for youDownload chapter 3 for free!!
pages.optimizely.com/book
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Questions?Tweet @Optimizely
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Learn moresupport.optimizely.com
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Thank you!
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