[Webinar] Optimise your website with Analytics & A/B Testing

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In partnership with Optimizely.

When combined with digital analytics, A/B testing offers access to a vast world of enriched data. And now you can get there in just a few clicks.

In this free webinar, we’ll examine how AT Internet’s “one-click” integration with Optimizely can bring you new insights and opportunities for stronger web performance. Guided by our experts, you’ll learn best practices for pairing A/B tests with analytics and how to get the most from Optimizely within your AT Internet interface.

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[Webinar] Optimise your website with Analytics & A/B Testing

  1. 1. Thursday, May 22nd &
  2. 2. Introductions A/B Testing? Optimization tips Live Demo One-Click integration with AT Internet Examples & Applications Final remarks
  3. 3. Introductions
  4. 4. Introductions : Optimizely Fabian Liebig Marketing Manager @Optimizely since June 2013 fabian@optimizely.com @FabianLiebig
  5. 5. Dan Pete 2008 : Dan — Campagne Obama 2008 – 2010 : Carrotsticks, Spreadly, et Y Combinator. 2010 : Création d’Optimizely Avril 2013 : Levée de $28M pour s’exporter Mai 2014 : Levée de $57M $28M $57M Introductions : Optimizely 7000+ Happy Customers
  6. 6. At internet Introduction : AT Internet 18 +3 500 + 350 000 + de 150 years experience customers from all sectors sites measured employees all over the world
  7. 7. At internet Introduction : AT Internet
  8. 8. 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
  9. 9. Optimization Tips
  10. 10. 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
  11. 11. Case Study
  12. 12. Original Page Winning Variation Case Study +10% clicks
  13. 13. Case Study Original Form Variation B
  14. 14. Case Study Original Form Variation B +116% filled out forms
  15. 15. Results:
  16. 16. Live Demo
  17. 17. Platform Demo
  18. 18. The integration at a glance
  19. 19. 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 »  « Multivariate Testing » in left menu « Tests » get metrics on all tests launched on Optimizely, classified per test, variants, and creatives. The integration at a glance Source : help.optimizely.com
  20. 20. 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
  21. 21. MV testing results in your digital analytics
  22. 22. 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
  23. 23. Criteria for the test = click ratio Site KPI = number of registration winner +10% clicks Test results & site performance
  24. 24. Focus on a specific population: Segmentation Site Segment Sources Conversions Navigation Etc. Sources conversions Navigation Etc.
  25. 25. segmentation Segmentation: How it works?
  26. 26. 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
  27. 27. Examples & use case
  28. 28. Test on the message for an offer 2 for 1 -50% Use case
  29. 29. Test on the message for an offer 2 for 1 -50% Use case
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. Conclusion
  34. 34. 2. Experiment Queue and Log of active experiments 3. Run Experiment 4. Results and Key takeaways 1. Brainstorming & Prioritizing Conclusion
  35. 35. 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 &
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