Three-Step Framework for                                                                  Overcoming Challenges of Site   ...
It’s all about relevance         Relevance means understanding         a consumer’s digital behavior         across channe...
Webtrends Focus   Enabling digital marketers to deliver real-time relevance to their customers© 2012 Webtrends, All Rights...
what?  who?    how?© 2012 Webtrends, All Rights Reserved.   #optimizeplan @joestanhope @bob_garcia   | 4
Where Does Optimization Fit?                         Analytics                                                    Optimiza...
Site Optimization Includes …© 2012 Webtrends, All Rights Reserved.   #optimizeplan @joestanhope @bob_garcia   | 6
Optimization Team           Optimization Consultant             •   Strategy and roadmap             •   Analytics evaluat...
Presenters  Forrester + Webtrends     Joe Stanhope (Guest Speaker)                                                 Bob Gar...
A Complete Approach To Site Optimization: AnticipatingChallenges and Harnessing Opportunities To Build AnOnline Testing Pr...
Website traffic is a valuable                         commodity. To make the most of this                          asset, ...
Agenda What is Online Testing & Why Do You Need It? Online Testing Maturity: The Scale Conundrum Success Factor 1: Process...
12   © 2012 Forrester Research, Inc. Reproduction Prohibited     Image source: Ursus Wehrli, The Art of Clean Up
13   © 2012 Forrester Research, Inc. Reproduction Prohibited     Image source: Ursus Wehrli, The Art of Clean Up
What is online testing?  Online testing defined: A statistical methodology that allows site owners to   test the impact o...
15   © 2012 Forrester Research, Inc. Reproduction Prohibited     Image source: www.carbodydesign.com
How is online testing useful?  Meet marketing or campaign goals (e.g. conversion, sales,   click-throughs, etc.)         ...
How is online testing useful?  Meet marketing or campaign goals (e.g. conversion, sales,   click-throughs, etc.)  Improv...
How is online testing useful?  Meet marketing or campaign goals (e.g. conversion, sales,   click-throughs, etc.)  Improv...
How is online testing useful?  Meet marketing or campaign goals (e.g. conversion, sales,   click-throughs, etc.)  Improv...
Testing addresses a variety of challenges But users test primarily to enhance revenue and usability                       ...
Testing works for sites of all sizes                                                                #optimizeplan         ...
Ultimately, online testing is effective                                                                #optimizeplan      ...
Ultimately, online testing is effective                                                                #optimizeplan      ...
24 24 contents © 2010 Forrester Research,Reproduction Prohibited   Entire © 2012 Forrester Research, Inc. Inc. All rights ...
25 25 contents © 2010 Forrester Research,Reproduction Prohibited   Entire © 2012 Forrester Research, Inc. Inc. All rights ...
February 2012 “The State Of Online Testing 2012”              Online Testing Program Longevity Is Diverse But Skews Young ...
February 2012 “The State Of Online Testing 2012”              Few Online Testing Users Run Large Numbers Of Experiments   ...
Concurrency is low                                                                #optimizeplan                           ...
Selection criteria reflects maturity and support needsSteady                                                              ...
Selection criteria reflects maturity and support needsOn the RiseSteady                                                   ...
Components of an online testing program Each element is crucial                                                           ...
Components of an online testing program Each element is crucial  Culture of measurement and innovation       – Online tes...
Components of an online testing program Each element is crucial  Culture of measurement and innovation       – Online tes...
Components of an online testing program Each element is crucial  Culture of measurement and innovation       – Online tes...
Components of an online testing program Each element is crucial  Culture of measurement and innovation       – Online tes...
36   © 2012 Forrester Research, Inc. Reproduction Prohibited
37   © 2012 Forrester Research, Inc. Reproduction Prohibited
The majority of firms struggle with processes                                                                #optimizeplan...
The elements of a testing plan                                                               #optimizeplan                ...
The process is critical                                                               #optimizeplan                       ...
Online Testing Processes It’s important to consider:  Who are the stakeholders?  How do we ideate experiments?  What is...
42Image source: 2012 Forrester Research, Inc. Reproduction Prohibited            ©              Hostile Work Environment (...
43Image source: 2012 Forrester Research, Inc. Reproduction Prohibited            ©              Hostile Work Environment (...
#optimizeplan                                                                @bob_garcia44   © 2012 Forrester Research, In...
Online testing is part of the business                                                                #optimizeplan       ...
August 2010 “Organizing For Site Optimization”              The Ownership Model Spectrum                                  ...
Online testing is a team effort                                                                #optimizeplan              ...
Most firms leverage third party resources                                                                #optimizeplan    ...
How can a third party service provider help? Services to support all stages of online testing                             ...
How can a third party service provider help? Services to support all stages of online testing  Technical services       –...
How can a third party service provider help? Services to support all stages of online testing  Technical services       –...
How can a third party service provider help? Services to support all stages of online testing  Technical services       –...
Third Party Services It’s important to consider:      Which components of the testing program would benefit from external...
Make the business case for testing                  Prove the concept with a modest, well chosen pilot                  Ju...
Make the business case for testing                  Prove the concept with a modest, well chosen pilot                  Ju...
Make the business case for testing                  Prove the concept with a modest, well chosen pilot                  Ju...
Make the business case for testing                  Prove the concept with a modest, well chosen pilot                  Ju...
Make the business case for testing                  Prove the concept with a modest, well chosen pilot                  Ju...
Summary + Close© 2012 Webtrends, All Rights Reserved.   #optimizeplan @joestanhope @bob_garcia
Summary - Why It Matters?  1. Make More Money – You are likely leaving money on the table  We often deliver 20-50% lift tr...
British fashion drives                                                                                  e-commerce relevan...
Gearing Emails for                                                                                  One-to-One Merchandisi...
Great Forrester Quotes© 2012 Webtrends, All Rights Reserved.   #optimizeplan @joestanhope @bob_garcia
Realities …“Testing Programs Require Investment to Achieve Scale.”                “… firms must commit to investing in onl...
Q&A                                                                  #OptimizePlan | @joestanhope | @bob_garcia© 2012 Webt...
Thank You  Forrester + Webtrends     Joe Stanhope (Guest Speaker)                                                 Bob Garc...
Upcoming SlideShare
Loading in...5
×

Three-Step Framework for Overcoming Challenges of Site Optimization

1,714

Published on

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,714
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
40
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Multivariate Testing: Everything You Need to Know to Be SuccessfulYour exclusive guide to the evolution of optimization and how to use MVT to make an immediate impact on your ecommerce business. This webinar will help you discover:What is multivariate testing, reallyWhy you should and need to be doing it nowWhat elements you should think about when deploying a testing programHow do you scale it up to meet business demandsHow to properly evaluate the various types of testing tools and vendors
  • Today we’ll discuss the tremendous potential of online testing and how companies are putting online testing to work in a variety of ways. We’ll compare our experiences and best practices recommendations regarding:The benefits of an online testing programCommon challenges encountered by users and how to overcome themThe four critical factors to consider when launching an online testing program and evaluating vendors
  • http://www.jeanniejeannie.com/2011/08/29/the-art-of-clean-up-sorting-and-stacking-everyday-objects/It’s a complex world, marketer’s intuition breaks down under volume, spectrum of intent, variance in data/visibility.Testing gives us a way to make sense of the world.
  • http://www.jeanniejeannie.com/2011/08/29/the-art-of-clean-up-sorting-and-stacking-everyday-objects/It’s a complex world, marketer’s intuition breaks down under volume, spectrum of intent, variance in data/visibility.Testing gives us a way to make sense of the world.
  • Online testing is very flexible and we see it deployed to accomplish a variety of tasks.Meet Web site goals (e.g. conversion, sales, clickthroughs etc.) – This is the most classic application, test permutations of content or promotions and evaluate them based on performance against defined goals.Improve customer experience – Improving customer experience is difficult because it can be so subjective, online testing provides a way to test designs, content, technologies to evaluate quantitative impact, again on desired goals that the customer experience is intended to provoke.Drive incremental improvements quickly – testing can be very efficient for continuous improvement, an ongoing effort not a one time change. Don’t boil the ocean. Figure out what parts of the site drive activity and incrementally improve them.Depending on traffic and test complexity – This is the caveat.Statistically based insight into what works and what doesn’t – This allows the site and potential changes to be viewed in terms of relevant goals and KPIs, the best arbiter of decisions.Understanding of: - Complex interactions on your site, where elements are very interconnected.Factor importanceFactor interactionOptimal factor combination by segment
  • Online testing is very flexible and we see it deployed to accomplish a variety of tasks.Meet Web site goals (e.g. conversion, sales, clickthroughs etc.) – This is the most classic application, test permutations of content or promotions and evaluate them based on performance against defined goals.Improve customer experience – Improving customer experience is difficult because it can be so subjective, online testing provides a way to test designs, content, technologies to evaluate quantitative impact, again on desired goals that the customer experience is intended to provoke.Drive incremental improvements quickly – testing can be very efficient for continuous improvement, an ongoing effort not a one time change. Don’t boil the ocean. Figure out what parts of the site drive activity and incrementally improve them.Depending on traffic and test complexity – This is the caveat.Statistically based insight into what works and what doesn’t – This allows the site and potential changes to be viewed in terms of relevant goals and KPIs, the best arbiter of decisions.Understanding of: - Complex interactions on your site, where elements are very interconnected.Factor importanceFactor interactionOptimal factor combination by segment
  • Online testing is very flexible and we see it deployed to accomplish a variety of tasks.Meet Web site goals (e.g. conversion, sales, clickthroughs etc.) – This is the most classic application, test permutations of content or promotions and evaluate them based on performance against defined goals.Improve customer experience – Improving customer experience is difficult because it can be so subjective, online testing provides a way to test designs, content, technologies to evaluate quantitative impact, again on desired goals that the customer experience is intended to provoke.Drive incremental improvements quickly – testing can be very efficient for continuous improvement, an ongoing effort not a one time change. Don’t boil the ocean. Figure out what parts of the site drive activity and incrementally improve them.Depending on traffic and test complexity – This is the caveat.Statistically based insight into what works and what doesn’t – This allows the site and potential changes to be viewed in terms of relevant goals and KPIs, the best arbiter of decisions.Understanding of: - Complex interactions on your site, where elements are very interconnected.Factor importanceFactor interactionOptimal factor combination by segment
  • Online testing is very flexible and we see it deployed to accomplish a variety of tasks.Meet Web site goals (e.g. conversion, sales, clickthroughs etc.) – This is the most classic application, test permutations of content or promotions and evaluate them based on performance against defined goals.Improve customer experience – Improving customer experience is difficult because it can be so subjective, online testing provides a way to test designs, content, technologies to evaluate quantitative impact, again on desired goals that the customer experience is intended to provoke.Drive incremental improvements quickly – testing can be very efficient for continuous improvement, an ongoing effort not a one time change. Don’t boil the ocean. Figure out what parts of the site drive activity and incrementally improve them.Depending on traffic and test complexity – This is the caveat.Statistically based insight into what works and what doesn’t – This allows the site and potential changes to be viewed in terms of relevant goals and KPIs, the best arbiter of decisions.Understanding of: - Complex interactions on your site, where elements are very interconnected.Factor importanceFactor interactionOptimal factor combination by segment
  • Three of the top 4 are related to revenue
  • Three of the top 4 are related to revenue
  • It sounds simple, get testing ROI via the cumulative lift from experiments.
  • It sounds simple, get testing ROI via the cumulative lift from experiments.
  • http://devinmccallion.wordpress.com/author/devinmccallion/
  • http://devinmccallion.wordpress.com/author/devinmccallion/
  • Overcome the obstacles
  • Overcome the obstacles
  • Overcome the obstacles
  • Overcome the obstacles
  • Overcome the obstacles
  • Three-Step Framework for Overcoming Challenges of Site Optimization

    1. 1. Three-Step Framework for Overcoming Challenges of Site Optimization th June 19 , 2012© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia
    2. 2. It’s all about relevance Relevance means understanding a consumer’s digital behavior across channels and then being able to use that intelligence to optimize digital marketing. © 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 2
    3. 3. Webtrends Focus Enabling digital marketers to deliver real-time relevance to their customers© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 3
    4. 4. what? who? how?© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 4
    5. 5. Where Does Optimization Fit? Analytics Optimization Identify and quantify Test, segment and target opportunities thru insight to improve performance© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 5
    6. 6. Site Optimization Includes …© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 6
    7. 7. Optimization Team Optimization Consultant • Strategy and roadmap • Analytics evaluation • Optimization project lead • Campaign performance / KPIs Designer • Creative strategy • Asset generation • Usability Web Developer • Build out/development • Implementation • QA QA • Verify against plan • Multiple Browsers • Conversion Checks© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 7
    8. 8. Presenters Forrester + Webtrends Joe Stanhope (Guest Speaker) Bob Garcia +1 617.613.8929 + 1 877.932.8736 jstanhope@forrester.com Bob.garcia@webtrends.com @joestanhope @bob_garcia www.forrester.com www.webtrends.com blogs.forrester.com/joseph_stanhope blogs.webtrends.com© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 8
    9. 9. A Complete Approach To Site Optimization: AnticipatingChallenges and Harnessing Opportunities To Build AnOnline Testing ProgramJoe Stanhope, Senior Analyst, Forrester ResearchJune 19, 20129 © 2009 Forrester Research, Inc. Reproduction Prohibited 2012
    10. 10. Website traffic is a valuable commodity. To make the most of this asset, ensure that your marketing and customer experience efforts will resonate with visitors and drive measurable benefits. #optimizeplan @bob_garcia10 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    11. 11. Agenda What is Online Testing & Why Do You Need It? Online Testing Maturity: The Scale Conundrum Success Factor 1: Process Success Factor 2: Organization #optimizeplan @bob_garcia11 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    12. 12. 12 © 2012 Forrester Research, Inc. Reproduction Prohibited Image source: Ursus Wehrli, The Art of Clean Up
    13. 13. 13 © 2012 Forrester Research, Inc. Reproduction Prohibited Image source: Ursus Wehrli, The Art of Clean Up
    14. 14. What is online testing?  Online testing defined: A statistical methodology that allows site owners to test the impact of specific Web site components on target metrics  The primary experimental techniques of online testing are: – A/B testing - Test multiple variations of a site element against one another – Multivariate testing - Test multiple variations of multiple site elements against one another simultaneously #optimizeplan @bob_garcia14 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    15. 15. 15 © 2012 Forrester Research, Inc. Reproduction Prohibited Image source: www.carbodydesign.com
    16. 16. How is online testing useful?  Meet marketing or campaign goals (e.g. conversion, sales, click-throughs, etc.) #optimizeplan @bob_garcia16 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    17. 17. How is online testing useful?  Meet marketing or campaign goals (e.g. conversion, sales, click-throughs, etc.)  Improve customer experience #optimizeplan @bob_garcia17 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    18. 18. How is online testing useful?  Meet marketing or campaign goals (e.g. conversion, sales, click-throughs, etc.)  Improve customer experience  Validate segmentation strategies #optimizeplan @bob_garcia18 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    19. 19. How is online testing useful?  Meet marketing or campaign goals (e.g. conversion, sales, click-throughs, etc.)  Improve customer experience  Validate segmentation strategies  Statistically based insight into what works and what doesn’t – Understanding of: – Factor importance – Factor interaction #optimizeplan @bob_garcia19 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    20. 20. Testing addresses a variety of challenges But users test primarily to enhance revenue and usability #optimizeplan @bob_garcia20 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    21. 21. Testing works for sites of all sizes #optimizeplan @bob_garcia21 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    22. 22. Ultimately, online testing is effective #optimizeplan @bob_garcia22 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    23. 23. Ultimately, online testing is effective #optimizeplan @bob_garcia23 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    24. 24. 24 24 contents © 2010 Forrester Research,Reproduction Prohibited Entire © 2012 Forrester Research, Inc. Inc. All rights reserved. Source: Insurance Institute for Highway Safety
    25. 25. 25 25 contents © 2010 Forrester Research,Reproduction Prohibited Entire © 2012 Forrester Research, Inc. Inc. All rights reserved. Source: Insurance Institute for Highway Safety
    26. 26. February 2012 “The State Of Online Testing 2012” Online Testing Program Longevity Is Diverse But Skews Young #optimizeplan @bob_garcia26 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    27. 27. February 2012 “The State Of Online Testing 2012” Few Online Testing Users Run Large Numbers Of Experiments #optimizeplan @bob_garcia27 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    28. 28. Concurrency is low #optimizeplan @bob_garcia28 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    29. 29. Selection criteria reflects maturity and support needsSteady #optimizeplan @bob_garcia 29 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    30. 30. Selection criteria reflects maturity and support needsOn the RiseSteady #optimizeplan @bob_garcia 30 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    31. 31. Components of an online testing program Each element is crucial #optimizeplan @bob_garcia31 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    32. 32. Components of an online testing program Each element is crucial  Culture of measurement and innovation – Online testing is an iterative program, not a discrete test – Online testing is an experiment, not a pass/fail exercise #optimizeplan @bob_garcia32 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    33. 33. Components of an online testing program Each element is crucial  Culture of measurement and innovation – Online testing is an iterative program, not a discrete test – Online testing is an experiment, not a pass/fail exercise  Process – Plan, design, execute, analyze, validate, repeat – Marketing input – Program goals #optimizeplan @bob_garcia33 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    34. 34. Components of an online testing program Each element is crucial  Culture of measurement and innovation – Online testing is an iterative program, not a discrete test – Online testing is an experiment, not a pass/fail exercise  Process – Plan, design, execute, analyze, validate, repeat – Marketing input – Program goals  Organization – Defined ownership for the program is critical – Skills to support the process #optimizeplan @bob_garcia34 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    35. 35. Components of an online testing program Each element is crucial  Culture of measurement and innovation – Online testing is an iterative program, not a discrete test – Online testing is an experiment, not a pass/fail exercise  Process – Plan, design, execute, analyze, validate, repeat – Marketing input – Program goals  Organization – Defined ownership for the program is critical – Skills to support the process  Technology #optimizeplan – Site management @bob_garcia35 – Analytics © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    36. 36. 36 © 2012 Forrester Research, Inc. Reproduction Prohibited
    37. 37. 37 © 2012 Forrester Research, Inc. Reproduction Prohibited
    38. 38. The majority of firms struggle with processes #optimizeplan @bob_garcia38 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    39. 39. The elements of a testing plan #optimizeplan @bob_garcia39 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    40. 40. The process is critical #optimizeplan @bob_garcia40 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    41. 41. Online Testing Processes It’s important to consider:  Who are the stakeholders?  How do we ideate experiments?  What is the criteria for prioritizing experiments?  Can we get support from existing process management expertise such as our PMO?  How does the team stay informed?  What information populates our online testing knowledgebase? #optimizeplan @bob_garcia41 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    42. 42. 42Image source: 2012 Forrester Research, Inc. Reproduction Prohibited © Hostile Work Environment (http://hostilework.blogspot.com/)
    43. 43. 43Image source: 2012 Forrester Research, Inc. Reproduction Prohibited © Hostile Work Environment (http://hostilework.blogspot.com/)
    44. 44. #optimizeplan @bob_garcia44 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    45. 45. Online testing is part of the business #optimizeplan @bob_garcia45 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    46. 46. August 2010 “Organizing For Site Optimization” The Ownership Model Spectrum #optimizeplan @bob_garcia46 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    47. 47. Online testing is a team effort #optimizeplan @bob_garcia47 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    48. 48. Most firms leverage third party resources #optimizeplan @bob_garcia48 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope Source: Q4 2011 Global online Testing User Online Survey
    49. 49. How can a third party service provider help? Services to support all stages of online testing #optimizeplan @bob_garcia49 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    50. 50. How can a third party service provider help? Services to support all stages of online testing  Technical services – Implementation – Training – Integrations #optimizeplan @bob_garcia50 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    51. 51. How can a third party service provider help? Services to support all stages of online testing  Technical services – Implementation – Training – Integrations  Program support – Test ideation and prioritization – Test design – Creative services – Experiment analysis – Strategic advisory #optimizeplan @bob_garcia51 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    52. 52. How can a third party service provider help? Services to support all stages of online testing  Technical services – Implementation – Training – Integrations  Program support – Test ideation and prioritization – Test design – Creative services – Experiment analysis – Strategic advisory  Managed services #optimizeplan @bob_garcia52 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    53. 53. Third Party Services It’s important to consider:  Which components of the testing program would benefit from external support?  How much help do you need to support a robust online testing program?  How much control do you want?  Do we want to become self-sufficient (eventually)?  What is the opportunity cost of delayed testing versus the expense of services? #optimizeplan @bob_garcia53 © 2012 Forrester Research, Inc. Reproduction Prohibited @joestanhope
    54. 54. Make the business case for testing Prove the concept with a modest, well chosen pilot Justify investment to grow and overcome challenges Start with the basics Work the maturity curve from A/B to Multivariate testing Build up cadence, complexity, and concurrency over time Online testing programs require ownership A named resource must own the online testing program, even if in a part-time capacity Online testing is a people business Realistically assess your current organization and skills relative to managing an effective online testing program54 © 2012 Forrester Research, Inc. Reproduction Prohibited
    55. 55. Make the business case for testing Prove the concept with a modest, well chosen pilot Justify investment to grow and overcome challenges Start with the basics Work the maturity curve from A/B to Multivariate testing Build up cadence, complexity, and concurrency over time Online testing programs require ownership A named resource must own the online testing program, even if in a part-time capacity Online testing is a people business Realistically assess your current organization and skills relative to managing an effective online testing program55 © 2012 Forrester Research, Inc. Reproduction Prohibited
    56. 56. Make the business case for testing Prove the concept with a modest, well chosen pilot Justify investment to grow and overcome challenges Start with the basics Work the maturity curve from A/B to Multivariate testing Build up cadence, complexity, and concurrency over time Online testing programs require ownership A named resource must own the online testing program, even if in a part-time capacity Online testing is a people business Realistically assess your current organization and skills relative to managing an effective online testing program56 © 2012 Forrester Research, Inc. Reproduction Prohibited
    57. 57. Make the business case for testing Prove the concept with a modest, well chosen pilot Justify investment to grow and overcome challenges Start with the basics Work the maturity curve from A/B to Multivariate testing Build up cadence, complexity, and concurrency over time Online testing programs require ownership A named resource must own the online testing program, even if in a part-time capacity Online testing is a people business Realistically assess your current organization and skills relative to managing an effective online testing program57 © 2012 Forrester Research, Inc. Reproduction Prohibited
    58. 58. Make the business case for testing Prove the concept with a modest, well chosen pilot Justify investment to grow and overcome challenges Start with the basics Work the maturity curve from A/B to Multivariate testing Build up cadence, complexity, and concurrency over time Online testing programs require ownership A named resource must own the online testing program, even if in a part-time capacity Online testing is a people business Realistically assess your current organization and skills relative to managing an effective online testing program58 © 2012 Forrester Research, Inc. Reproduction Prohibited
    59. 59. Summary + Close© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia
    60. 60. Summary - Why It Matters? 1. Make More Money – You are likely leaving money on the table We often deliver 20-50% lift translating to thousands and millions of new found revenue. 2. Customer Experience – Customers own your future A business that listens and relates will win. What are your competitors doing? 3. Eliminate Risk – You’re taking big and unnecessary risks Not only does testing make money, but it helps you avoid making costly mistakes.© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 60
    61. 61. British fashion drives e-commerce relevance Business Challenge Reduce cart abandonment and encourage repeat website visitors for new merchandise launches, both on the UK and USA sites. Solution Webtrends Optimize for testing and targeting during both sales events and non-sales time periods, and for testing website components for best responses.© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 61
    62. 62. Gearing Emails for One-to-One Merchandising Business Challenge Find more effective ways to act on rich customer data and provide dynamic, one-to-one offers based on individual views, searches and cart activity Solution Webtrends Analytics identifies promotional opportunities for products that generate a high number of views, searches or purchases.© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 62
    63. 63. Great Forrester Quotes© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia
    64. 64. Realities …“Testing Programs Require Investment to Achieve Scale.” “… firms must commit to investing in online testing programs to achieve scale and long-term success.” “… experience, process, and resource constraints throttle their efforts to scale up online testing program.” “… testing delivers measureable benefits across a range of success metrics” Forrester Research, Inc., The State of Online Testing 2011, February 2012© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 64
    65. 65. Q&A #OptimizePlan | @joestanhope | @bob_garcia© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia
    66. 66. Thank You Forrester + Webtrends Joe Stanhope (Guest Speaker) Bob Garcia +1 617.613.8929 + 1 877.932.8736 jstanhope@forrester.com Bob.garcia@webtrends.com @joestanhope @bob_garcia www.forrester.com www.webtrends.com blogs.forrester.com/joseph_stanhope blogs.webtrends.com© 2012 Webtrends, All Rights Reserved. #optimizeplan @joestanhope @bob_garcia | 66
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×