This is the presentation of a recent webinar, click here to watch it: http://j.mp/ConvertABtesting Optimizing for eCommerce is not an easy thing, although we all prefer to see a huge increase in our conversion numbers beyond the 25% and to achieve that, you need to make sure your tools are set up properly. This presentation is specificly for agencies that setup eCommerce A/B Testing projects with good volume ecommerce sites (let’s say >2 million unique visitors). This presentation will guide you through the process of optimizing your eCommerce while knowing the A/B Testing features available. It would benefit you to join this webinar if you have Convert Experiments and use it for Ecommerce sites or if you: -Get the client install the eCommerce code for Convert and integrate it with any template and how to setup the tool to make use of the patent pending SmartInsert Technology that prevents blinking -Setup & verify revenue goals -Import & verify Google Analytics goals from client accounts -Setting up cross-domain auto-reconnect experiments that work on subdomains -Sending revenue and conversions from third party of backend systems outside of the web If you don’t use Convert Experiments you could also benefit from this presentation if: -Use Optimizely and have eCommerce clients that are budget sensitive and can’t switch to Optimizely Enterprise package and you now need to make a recommendation for them -Have clients that struggle with targeting pages and have limited access to their template source-code -Use another A/B testing tool and would like better support when installing new more complicated client infrastructures To watch the full presentation go to http://j.mp/ConvertABtesting

1. A/B Testing for Ecommerce
Features of Convert Experiments
Brought to you by:

2. Dennis van der Heijden
Founder & CEO of Convert.com
@Convert #ConvertAcademy

3. Prepare as Agency for Ecommerce Clients
We like to help you prepare for new ecommerce clients coming to
your agency. We want you to be awesome and always make you look
great in front of your clients. Prepare well … this webinar helps..
Purpose of Webinar

4. Convert.com Agency
and Ecommerce Focus

5. How A/B Testing Tools Work
Most of what I share you can use with:
● Convert
● Optimizely
● VWO
● Monetate
● Adobe
● … and other Javascript web-based tools.
Disclaimer: I’m super happy you are testing with Convert or our colleagues,
that means you are in the top 5% of world's marketers. Now it’s hard to not
mention differences between the tools… forgive me, I just think Convert
Experiments is a better fit for many CRO agencies.
www.convert.com

6. Packed Presentation, Let’s Get Started
Myths and Half-Truths About Async/Sync, Tag Managers and Speed
1. Install all codes at once:
o Tracking code & Locations
URL and header
o Revenue tracker
o Mapping of CMS
o Goal / Event JS
o Security documentation
o AJAX refresh codes
o Information on Tag Managers
2. Precheck for Advanced Installs
o Non structured URLs
o AJAX load of content and
goals
o Testing behind login
o Tag Manager Fans
o Subdomains and cross
domains
o Offsite revenue tracking
3. Inner workings of A/B testing tools
o Async and sync codes
o Avoid seeing the blink, what hack
do A/B testing tools use?
www.convert.com

7. Get one big Pack in the Hands of Clients
Nothing is more frustrating for a client getting 20 separate emails with install details!
www.convert.com
Tracking Code & Locations URL
Send the tracking code
+ Checklist of URL’s:
1. Homepage
2. Category Page
3. Product Page
4. Cart Page
5. Checkout
6. Revenue / Thank You Page

8. Get one big Pack in the Hands of Clients
Nothing is more frustrating for a client getting 20 separate emails with install details!
www.convert.com
Yes, In Header Please </title>-tag
More in this later, but specify
in email to client…
Check each page for presence
of snippet:
● http://robhammond.co/tools/seo-crawler
● http://www.screamingfrog.co.uk/

9. Script in Header
Being the first to load allows A/B
testing tool to manipulate the
content following and make the
changes without blinking.
It is blocking and yes it is hurting
site-speed, later on why that hardly
matters...
www.convert.com

10. Convert Tracks GA Automatically
● GA Universal
● GA Classic
Manual Tracking Script
● Default One Time Revenue Event
http://j.mp/1FcldYq
● Optional Multiple Revenue Events
Ask support@convert.com
Get one big Pack in the Hands of Clients
Nothing is more frustrating for a client getting 20 separate emails with install details!
www.convert.com
Revenue Tracker

11. ● Basic Script
● Advanced Script: Mapping
○ Page Type
○ Category ID
○ Category Name
○ Product SKU
○ Product Name
○ Product Price
○ Customer ID
○ Custom Field 1 (text)
○ Custom Field 2 (text)
○ Custom Field 3 (number)
○ Custom Field 4 (number)
Get one big Pack in the Hands of Clients
Nothing is more frustrating for a client getting 20 separate emails with install details!
www.convert.com
Mapping of CMS http://j.mp/1JJgmWt

12. Segmentation or Goal Events:
● Pop-ups / Hovers
● Ajax Goals
● Multi-step Checkout
Get one big Pack in the Hands of Clients
Nothing is more frustrating for a client getting 20 separate emails with install details!
www.convert.com
Goal / Event JS

13. Ask Support for latest version:
Technical Documentation
System Implementation Guide
(PDF)
Tackle every IT department
question on Day 1
Get one big Pack in the Hands of Clients
Nothing is more frustrating for a client getting 20 separate emails with install details!
www.convert.com
Security documentation

14. Get one big Pack in the Hands of Clients
Nothing is more frustrating for a client getting 20 separate emails with install details!
www.convert.com
AJAX refresh codes
1. Experiment Done
When Page Loads
2. Ajax Loads After
3. Trigger Experiment Search
& Replace Again
http://j.mp/1FNrds2

15. Get one big Pack in the Hands of Clients
Nothing is more frustrating for a client getting 20 separate emails with install details!
www.convert.com
Information on Tag Managers
● Tealium Awesome
● Adobe Great
● Rest… not recommended
http://j.mp/1C25Amh
Loading Async or on DOM-ready
THAT'S TOO LATE -> BLINKING

16. Precheck for Advanced Installs

17. Don’t Blame the Tool…
… Prepare Well

18. Precheck the Client Website for A/B Testing
Warning signs you should monitor… before quotation …
The following site signals will make the implementation harder:
● Non structured URLs
● AJAX load of content and goals
● Testing behind login
● Tag Manager Fans
● Subdomains and cross domains
● Offsite revenue tracking
www.convert.com

19. Non Structured URLs
SEO friendly URL’s a good idea. But hard for some tools
www.convert.com
Structured Ecommerce URL’s
● shop.com/product/jeans-1234.php
● shop.com?prod=1234&name=jeans
Unstructured Ecommerce URL’s
● shop.com/jeans-blue-awesome
● shop.com/special-jeans-june

20. AJAX Load of Content and Goals
Test or Monitor Ajax, Hovers or Pop-ups? Testing Tools Prefer Refresh
www.convert.com

21. Subdomains and Cross Domains
Convert Experiments Auto-Reconnect - Add to Settings and Done
www.convert.com

22. Testing Behind Login, No Problem
Have Two Tabs/Sessions Open + Script Installed?
Convert Experiments has Cross Session Setup
www.convert.com

23. Tag Manager Fans?
Tealium & Adobe :-) - Others :-( … So -> Load Direct From <Header/>
www.convert.com

24. Offsite Goal & Revenue Tracking
Pass Experiment ID and Variation ID to Backend and Send Webhook
www.convert.com

25. The Inner Workings of A/B Testing Tools
psst, please don’t tell...

26. “The Dirty Secrets and
Misdirections”

27. Understanding the terminology is super important when selecting a new
A/B testing tool. There is a reason smart agencies go deep on sync/async parts
of the script and how tools hide their true technology from you?
Let's talk about:
● Do you really understand sync and async?
● Rethink your current A/B testing tools impact...
● How do we trick your eyes and make SmartInsert© possible?
Don’t Copy Low Quality A/B Testing Articles
How do we really affect site speed and why to some tools “blink”?
www.convert.com

28. Understand How Page Loads
Thanx New Relic, for image
www.convert.com

29. A/B Testing Tools Technology
How does Convert Patent Pending SmartInsert© Work?
www.convert.com
● Click to add text.
○ Click to add text.
■ Click to add text.
● Click to add text.
● 0.30 Sec.
Nothing...
● 0.35 Sec.
Convert Starts
○ Hide Body for 1 Sec.
○ Check Every 0.05 Sec.
○ Unhide Body
● 1.50 Sec.
Convert Long Done
● 0.30 Sec.
DOMloading
● 0.35 Sec.
DOMcontent Loaded Start
● 1.50 Sec.
DOMcontent Loaded End
● 1.80 Sec.
DOMcomplete
Fast Website + Convert Experiments

30. A/B Testing Tools Technology
How other A/B testing Tools Work… example #1
www.convert.com
● Click to add text.
○ Click to add text.
■ Click to add text.
● Click to add text.
● 0.30 Sec.
Nothing…
● 0.35 Sec.
Tool Starts
○ Makes All Changes
○ Visible Changes
Swapping / Blinking
● 1.50 Sec.
Tool #1 Done
● 0.30 Sec.
DOMloading
● 0.35 Sec.
DOMcontent Loaded Start
● 1.50 Sec.
DOMcontent Loaded End
● 1.80 Sec.
DOMcomplete
Fast Website + Other A/B Testing Tool #1

31. A/B Testing Tools Technology
How other A/B testing Tools Work… example #2
www.convert.com
● Click to add text.
○ Click to add text.
■ Click to add text.
● Click to add text.
● 0.30 Sec.
Nothing...
● 0.35 Sec.
Nothing…
● 1.50 Sec.
A/B Testing Tool Loads
○ Hide Body for 1 Sec.
○ Make All Changes.
● 1.80 Sec.
Body Still Hidden
● 2.50 Sec. + 0.7 Sec. White
Body Unhide
● 0.30 Sec.
DOMloading
● 0.35 Sec.
DOMcontent Loaded Start
● 1.50 Sec.
DOMcontent Loaded End
● 1.80 Sec.
DOMcomplete
Fast Website + Other A/B Testing Tool #2

32. Synchronous and Asynchronous Scripts

33. Calling #BS on 35kb
Code Size

34. Comparing Sync and Async
So ehh … so how much load time does a 35kb script take in seconds?
Does it matter how big the initial script is?
www.convert.com
Client Small Script
http://cdn.fast.com
CDN.Fast.com
35kb
jQuery X
280kb
Geo-Check
120ms
New Image Variation
400kb
715kb
+
120ms

35. Comparing Sync and Async
Now what is it really?
www.convert.com
100ms 200ms 400ms
In a Sync-World ≠ Convert Experiments
100ms
200ms
In a Async-World ≠ Convert Experiments
400ms
Total Time = ~700ms
Total Time = ~450ms

36. Convert Experiments Script
What do we really do and when?
www.convert.com
100ms 100ms 400ms
Sync and Async = + 100ms extra
200ms
200ms
100ms
Async Goals & Cookie SettingSmartInsert© Sync

37. Competitor #2 Async Script
Others might do it different… and why that matters
www.convert.com
100ms
100ms
400ms
Sync and Async
200ms
200ms 100ms
Async Goals & Cookie Setting
Async Script Variations = Blinking*
*When changes are loaded in
areas A or B
A
B
C

38. Q&A
Dennis van der Heijden
Founder & CEO of Convert.com
@Convert #ConvertAcademy
dennis@convert.com

39. Convert Experiments
Authentic A/B Testing Software
http://www.convert.com
Brought to you by: