test your way to success - ecommerce platformsinfo2.magento.com/rs/magentoenterprise/images/magento...
TRANSCRIPT
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TEST YOUR WAY TO
SUCCESS Using Conversion Testing to Grow Revenue
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KEVIN EICHELBERGER
Founder & CEO, Blue Acorn
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5
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OUTLINE
Conversion Optimization
CRO Testing Process
Magento GWO Native Functionality
Advanced Testing Scenarios
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CRO Testing Process
Magento GWO Native Functionality
Advanced Testing Scenarios
CONVERSION OPTIMIZATION
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WHAT IS A CONVERSION?
The act of performing a desired action
For eCommerce, a “conversion” is typically
associated to a sale, but can also be another
desired action
DEFINITION
MEASUREMENT
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WHAT IS CONVERSION OPTIMIZATION?
Conversion Optimization is the practice of
increasing the ratio of people that convert on
your website
Conversions / Unique Visitors
Average eCommerce Conversion Rate: ~2.5%
DEFINITION
MEASUREMENT
INDUSTRY STATISTIC
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HOW DO I INCREASE CONVERSIONS?
Consumers buy (or don’t buy) from you for a variety
of reasons. To increase conversions, you need
to:
Create a compelling offer
Provide a means to transact
Use behavioral data to improve
Test for the best performing scenario
Provide targeted, relevant content
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THE FIVE TENETS OF CONVERSION
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THE FIVE TENETS OF CONVERSION
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ELEMENTS OF CONVERSION
Confidence
Persuasion
Relevancy
Merchandising
THE OFFER
Clarity
Friction
Distraction
Consistency
THE EXPERIENCE
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HOW DOES TESTING WORK?
A random sampling of website visitors are
presented with different variations of the same
page, to which we track the conversion rate of
these variations until a statistically valid “winner”
is determined.
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TESTING TYPES
Testing multiple variables within a single
control page.
Testing a control page, against one or more
variant pages.
A/B/n TESTING
MVT TESTING
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TESTING TECHNOLOGY
Uses server-side programming to manage tests
Uses Javascript to serve test variables after the
page loads
CLIENT-SIDE TOOLS
SERVER-SIDE TOOLS
A third party service “intercepts” requests for your
page and renders test scenarios
PROXY TESTING
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Conversion Optimization
Magento GWO Native Functionality
Advanced Testing Scenarios
CRO TESTING PROCESS
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CRO TESTING PROCESS
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PERSONAS
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Conversion Optimization CRO Testing Process
Advanced Testing Scenarios
CRO Testing Results
MAGENTO GWO NATIVE FUNCTIONALITY
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MAGENTO & GOOGLE WEBSITE
OPTIMIZER
Magento has a native integration with Google
Website Optimizer (GWO) that allows you to
setup CRO tests through the admin.
MVT test product page content
MVT test category page content
A/B test CMS pages
NATIVE TEST CAPABILITIES
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TURN ON GWO TESTING IN MAGENTO
System -> Configuration -> Sales -> Google API
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TEST PRODUCT DATA
The native GWO testing capabilities allow you to
MVT test the values of up to 8 product attributes
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TEST PRODUCT DATA
v
s
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TEST CATEGORY DATA
The native GWO integration allows for MVT testing
the category header image and description
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EXAMPLE: CATEGORY DATA MVT TEST
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EXAMPLE: CATEGORY DATA MVT TEST
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EXAMPLE: CATEGORY DATA MVT TEST
+ 45.5%
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TEST CMS PAGES
Native GWO integration allows for A/B split testing
CMS pages
v
s
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EXAMPLE: CATEGORY & CMS PAGE A/B/n TEST
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v
s
EXAMPLE: CATEGORY & CMS PAGE A/B/n TEST
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+ 101% The original in this test is
actually a variation, the
“true original” was “Knee
Braces – Types”
conversion rate
EXAMPLE: CATEGORY & CMS PAGE A/B/n TEST
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Conversion Optimization CRO Testing Process
Magento & GWO
CRO Testing Results
ADVANCED TESTING SCENARIOS
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ADVANCED GWO IMPLEMENTATIONS
Outside of the native Magento integration, GWO
can be implemented to test other scenarios.
In most cases, all that is needed is some JS on
your test pages, and the conversion success
page.
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USE OTHER TESTING TOOLS
Google Website Optimizer is only one example of
many testing tools available. Try other more
“user friendly” options.
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EXAMPLE: CART WIDGET MVT TEST
v
s
+ 16%
conversion rate
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EXAMPLE: CART PAGE A/B SPLIT TEST
v
s
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EXAMPLE: CART PAGE A/B SPLIT TEST
+ 10.1%
conversion rate
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EXAMPLE: PROMO BANNER MVT TEST
+ 9%
vs
vs
conversion rate
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EXAMPLE: CHECKOUT A/B TEST
v
s
+/- 1% conversion rate
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RECAP
Conversion Optimization
CRO Testing Process
Magento GWO Native Functionality
Advanced Testing Scenarios
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TESTING TIPS
Measure more than just the conversion, keep an
eye on other metrics including AOV
For GWO, you need to “trick” the validator in many
cases, especially for checkout success
Focus on incremental gains, over time, these can
add up to bring dramatic lifts in revenue
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RECENT NEWS
Google Announced the sunsetting of GWO and the
introduction of Analytics Content Experiments.
Content Experiments will have less functionality,
and not support MVT testing out of the gates.
Magento Inc. will roadmap changes to Magento
Enterprise to support Content Experiments as
Google finalizes the final product functionality.
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Q&A
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THANK YOU! For more information, follow @blueacorn on
twitter, visit blueacorn.com, call 843-641-0045,
or email me directly – [email protected]