Site Optimisation Components<br />Bob Garcia, Webtrends<br />
what is Site Optimisation? <br />
Website Optimisation Involves…<br />Ongoing discipline striving to improve content relevancein order to maximize conversio...
What Can be Optimised?<br />Typical areas of focus:<br />LEAD GENERATION<br />SELF-SERVICE<br />ECOMMERCE<br />CONTENT<br ...
Site Optimisation Continuum<br />Segment Testing <br />General Testing <br />Targeting<br />Personalisation <br />ROMI<br ...
Rosetta Stone ~200 B.C.<br />
Page Terms<br />Factor    =   Element   =   Variable<br />Level   =   Variation  =   Value <br />
testing overview<br />
Overview:<br /><ul><li>Compares two or more alternatives of a single page element, page or funnel; even proportions (50/50)
Split testing - same as above: uneven proportions (e.g. 90/10)</li></ul>When to use: <br /><ul><li>For quick comparisons o...
Correct Usage<br /><ul><li>“Big ideas”
Simple questions: layouts & redesigns
Funnels/process</li></ul>Incorrect Usage<br /><ul><li>Small changes
> 1 change
When you want to learn “the why”</li></ul>A/B Usage<br />
A/B Pros vs. Cons<br />Pros<br /><ul><li>Quick & Easy –  limited to 1 variable
Simple analysis
Lower traffic</li></ul>Cons<br /><ul><li>Limits innovative thinking
Only what won / lost, not why
Design heavy reliance</li></li></ul><li>MVTMultivariate Testing<br />Overview:<br /><ul><li>Simultaneous testing of multip...
To learn “the why”
Broader testing
Small changes
Need for immediate answers
Funnel/process testing</li></ul>MVTUsage<br />Correct Usage<br />Incorrect Usage<br />
Pros<br /><ul><li>Encourages innovative thinking
Uses existing layouts
Lots of insight at once</li></ul>Cons<br /><ul><li>Requires skill and planning
Technology dependent
Higher traffic requirements</li></ul>MVTPros vs. Cons<br />
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Engage EMEA 2010 - Site Optimisation Components

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  • IntroSetup story – MSFT backgroundPaint frustrations/challenges:New line of businessOpinions and guessing3 comp and pick 1 approachQuestions they were askingWho is our customer/market?What content, messaging and layouts will maximize conversions?How do move away from guessing?Maybe you’ve had questions like theseToday I’ll be talking aboutI’m guessing that you’re probably
  • Helped unlock ancient Egyptian
  • Correct usage:Revolutionary testing – “big ideas” Major layout changes + redesignsTo answer simple questionsTesting funnels/processIncorrect usage:Evolutionary testing - small changesTest more than 1 change When insight on why something won or what really mattersPros:Easy – only 1 variableFast set-upQuick to executeSimple analysisLower trafficAbility to split trafficCons:Limited to 1 variableLimits innovative thinkingLack of insight what won / lostRestrictive Design heavy relianceBuild-out overhead
  • We thought it would be beneficial to our audience to get into the proper usage and pros/cons of the different optimization methods.You can think of A/B testing as training wheels and a foundational keystone for general optimization. Everyone should jump in and at a minimum start with A/B. A logical starting point is layout/template testing before getting into testing individual elements.
  • Advantages:Easy – only tests one change at a timeFast to set up and less QACan be used for quick tests that involve only simple changes to pages (changes made to a copy of the control page)Simple - easy determination of the winner between two. Minimal knowledge of statistics required.Lower traffic requirements - when only 2 experiments are tested.Ability to split traffic disproportionately to experiment pages.DisadvantagesCan only accurately test one change at a timeInhibits innovative thinking when there is only one chance per test to find a major improvementLack of Granularity - Cannot pinpoint what elements caused a page to win or lose.Restrictive – if multiple changes are made in one test it is too easy to accidentally skip beneficial elements – this leaves too many questions unanswered.Testing Scope - Restricted to testing whole pages, and multiple element testing requires highly inefficient sequential A/B Split testing.Limited Design Challenges - requires two or more highly distinct page template designs Build Challenges – multiple complete HTML page build outs from comps take a great deal of time.Testing more than 2 pages might cause more complex statistical knowledge to determine clear winners when confidence intervals overlap.
  • MVT works best if the operator formulates hypotheses about their audience and tests to see whether these are true. Testing variations of content to best match your audience’s expectations and to drive the desired action.
  • Advantages:Encourages inspiration and innovative thinking, test everybody’s ideas instead of being forced to pick one.Efficient data model – rich data is gathered for multiple levels simultaneously instead of only one. Flexible - Test multiple factors simultaneously with more than two levels for each factorLess temporal sensitivity - Multiple successive A/B Split tests would be required to accomplish the same results as a multivariate test and this can lead to situations in which testing order becomes a problem.Economical - requires only a single page/URL; content is dynamically streamed in to each factor.Search Engine Friendly - all parameters and SEO are preserved.Accurate – shows exactly how much each level influenced conversions.Easy - tool automatically finds the optimal combination of levels.Flexible - multiple changes can be tested and analyzed at once.Wide Testing Scope – can test multiple elements, even across multiple pages.Disadvantages:Higher skill level – must first select alternate level content for each tested factor and analyze how each level performed.More QA required - setting a multivariate test takes more time to validate experiments. Requires consideration when choosing creative and content to test. Might require follow-on testing to take advantages of lessons-learned.Less appropriate for major layout testing - some layout testing can be done using CSS or JavaScript, but it is not as flexible as a Split test to test major layout changes.Requires careful content selection - Levels with insufficient variation might take longer to complete.Statistics knowledge required for deeper analysis of segments and results.Traffic - needs more conversions to complete a smaller test compared to an A/B Test
  • Difference between customization (My.Yahoo) and Personalization and what’s required to do the latter.Past and future market situation - Discuss the market situation and the legacy bias toward Off Site targeting – ad network behavioral targeting (e.g. Adwords re-targeting) and email re-targeting and personalization. Onsite has been a challenge historically as it required IT resources to track, explore, define and extract segments and changing onsite content was also an IT (CMS) owned/controlled function. With Webtrends Segments and Optimize, marketers can do this on their own.
  • Engage EMEA 2010 - Site Optimisation Components

    1. 1.
    2. 2. Site Optimisation Components<br />Bob Garcia, Webtrends<br />
    3. 3. what is Site Optimisation? <br />
    4. 4. Website Optimisation Involves…<br />Ongoing discipline striving to improve content relevancein order to maximize conversions.<br />Site Optimisation Tactics:<br />a/b testing<br />multivariate testing<br />analytics<br />segmentation<br />targeting<br />personalisation<br />
    5. 5. What Can be Optimised?<br />Typical areas of focus:<br />LEAD GENERATION<br />SELF-SERVICE<br />ECOMMERCE<br />CONTENT<br />Opportunities:<br />websites<br />mobile<br />facebook<br />carts/funnels<br />segments<br />
    6. 6. Site Optimisation Continuum<br />Segment Testing <br />General Testing <br />Targeting<br />Personalisation <br />ROMI<br />ROMI<br />ROMI<br />ROMI<br />
    7. 7. Rosetta Stone ~200 B.C.<br />
    8. 8. Page Terms<br />Factor = Element = Variable<br />Level = Variation = Value <br />
    9. 9. testing overview<br />
    10. 10. Overview:<br /><ul><li>Compares two or more alternatives of a single page element, page or funnel; even proportions (50/50)
    11. 11. Split testing - same as above: uneven proportions (e.g. 90/10)</li></ul>When to use: <br /><ul><li>For quick comparisons of significant changes</li></ul>A/B/n Split Testing<br />
    12. 12. Correct Usage<br /><ul><li>“Big ideas”
    13. 13. Simple questions: layouts & redesigns
    14. 14. Funnels/process</li></ul>Incorrect Usage<br /><ul><li>Small changes
    15. 15. > 1 change
    16. 16. When you want to learn “the why”</li></ul>A/B Usage<br />
    17. 17. A/B Pros vs. Cons<br />Pros<br /><ul><li>Quick & Easy – limited to 1 variable
    18. 18. Simple analysis
    19. 19. Lower traffic</li></ul>Cons<br /><ul><li>Limits innovative thinking
    20. 20. Only what won / lost, not why
    21. 21. Design heavy reliance</li></li></ul><li>MVTMultivariate Testing<br />Overview:<br /><ul><li>Simultaneous testing of multiple variations of multiple elements content to determine most effective combo. </li></ul>When to use: <br /><ul><li>To learn what combinations of messaging, content and position work best. </li></li></ul><li><ul><li>Test multiple elements concurrently
    22. 22. To learn “the why”
    23. 23. Broader testing
    24. 24. Small changes
    25. 25. Need for immediate answers
    26. 26. Funnel/process testing</li></ul>MVTUsage<br />Correct Usage<br />Incorrect Usage<br />
    27. 27. Pros<br /><ul><li>Encourages innovative thinking
    28. 28. Uses existing layouts
    29. 29. Lots of insight at once</li></ul>Cons<br /><ul><li>Requires skill and planning
    30. 30. Technology dependent
    31. 31. Higher traffic requirements</li></ul>MVTPros vs. Cons<br />
    32. 32. MVT Approaches<br />Full Factorial <br /><ul><li>Tests all possible combinations
    33. 33. Requires significant traffic
    34. 34. Full interaction insight</li></ul>Fractional Factorial <br /><ul><li>Speed / less traffic
    35. 35. Tests a sample set by showing significant combinations
    36. 36. Partial interaction insight</li></ul>Fractional Factorial<br />Full Factorial<br />Time to Value<br />
    37. 37. Example<br />1<br />5<br />6<br />2<br />7<br />3<br />4<br />8<br />4-4-4-2-2-2-2-2 <br />2,048Full Factorial vs.16Fractional Factorial<br />
    38. 38. Quiz - Best Performing Header?<br />Level 1<br />Level 2<br />Level 3<br />Level 4<br />
    39. 39. MVT Insight into Influence<br />100% Lift<br />Product Description<br /> Header<br />Headline<br />Hero Shot<br />Call To Action Button<br />High Influence<br /> Spyware FREE<br />Medium Influence<br />Low Influence<br />Google Product Information<br />TRUSTe<br />
    40. 40. targeting overview<br />
    41. 41. Onsite Targeting Overview<br />Targeting=Segments+Content=  The BigR’s<br />
    42. 42. Visualizing Segments<br />New vs. Returning<br />4 KeyProducts<br />8 MajorMarkets<br />16 VisitorPersonas<br />All<br />100% of visitors<br />100% of visitors<br />16 segments = all <br />1 segment = all <br /> Segments : Share one or more preferences or characteristics <br />
    43. 43. Segment Attributes to Consider<br />In session<br />Environmental<br />URL Tracking Parameter<br />Organic Search Term<br />Paid Search Term<br />Referrer<br />Source<br />Geo IP location<br />DMA Code<br />Time of Day/Week<br />Browser | Device<br />Cookie<br />Visitor Data Mart<br />CRM Data<br />External Variables<br />Pages viewed<br />Authentication <br />Login<br />Path<br />Behavioral<br />Historical<br />
    44. 44. What is Personalisation?<br />Process of customizing content to individuals/segments based on their characteristics and/or preferences.<br />FUEL = Visitor Behavioral Data<br />Visitor<br /><ul><li>Email address
    45. 45. Name
    46. 46. Gender
    47. 47. Lifetime purchase
    48. 48. Last visit</li></ul>Events<br /><ul><li>Ad clickthrough
    49. 49. Content group clickthrough
    50. 50. Onsite Search
    51. 51. Purchase
    52. 52. Search clickthrough
    53. 53. Shopping CartAdd</li></ul>Visit<br /><ul><li>Authenticated
    54. 54. Entry page
    55. 55. Referring domain</li></li></ul><li>Targeting Matrix<br />Male Street<br />
    56. 56. Male Cruiser<br />Female Street<br />Male Street<br />BehavioralWebsite Targeting<br />1<br />2<br />3<br />
    57. 57. In-Session Website Targeting <br />Paid Search Term<br />Style = Street + Gender = Unknown<br />Style = Street + Gender = Unknown<br />1<br />2<br />PPC Targeting via URL Tracking Parameter| Style = Street + Gender = Unknown<br />
    58. 58. Things to consider:<br /><ul><li>Easy implementation
    59. 59. Efficiency and speed
    60. 60. Reliability
    61. 61. Ongoing management
    62. 62. SEO friendly</li></ul>VS<br /> “Boxed” Approach<br /> “Page” Approach<br />“Page” Approach<br />28<br />Tagging Overview<br />
    63. 63. Getting Started…<br /><br />Start simple<br />Take chances <br />Share results<br />
    64. 64.
    65. 65. Bob Garcia<br />(e) bob.garcia@webtrends.com<br />(t) @bob_garcia<br />Hugh Kimber<br />(e) hugh.kimber@webtrends.com<br />(o) +44 (0) 1784 415720<br />
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