Miva Merchant AB Test Using Google Website Optimizer

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Miva Merchant AB Test Using Google Website Optimizer

Miva Merchant AB Test Using Google Website Optimizer

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  • 1. www.infotech-enterprises.com Digital Marketing A/B Testing with Website OptimizerContact Name: Gopikrishna GOnline Marketing ManagerInfotech Enterprises Information Technology Services Pvt. Ltd.Mobile: 92999 93378Direct: 040-67341721E-Mail: gopi.garipalli@infotech-enterprises.com All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 2. Overview www.infotech-enterprises.com About Infotech Enterprises Group What is A/B Testing? Planning your experiment Why You Should be A/B Testing Real World Examples Introduction to Google Website Optimizer Real Test Using Miva Merchant Tools to Measure. All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 3. Infotech Enterprises Group www.infotech-enterprises.com Global Organization 1 Strong revenue growth Revenue more than 2 30 Locations, 21 nationalities, 40% doubles in last 10 quarters equity owned by FIIs Infotech Group 100 Recognized for 90 creating 80 70 customer & Infotech Enterprises Ltd 60employee value 50 Infotech Enterprises GmbH 40 Infotech Enterprises Europe Ltd 30 20 Infotech Enterprises America Inc 10 End-to-end 0 business Infotech Enterprises IT Services Pvt Ltd Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 10 10 10 10 11 11 11 11 12 12 12transformation Infotech Geospatial (India) Ltd player Operating Revenue in USD Million Profitable operations even during 3 Vision 4 economic crisis Delivering innovative solutions together forGlobal Delivery a better futureModel leverage 25.00% Stable Partner 20.00% 15.00% 10.00% Respected corporate 5.00% citizen 0.00% Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 10 10 10 10 11 11 11 11 12 12 12 Operating MarginFounded in 1991 | 9200+ People | 30 Locations & 7 GDCs | $ 261 M Revenue | Public & ListedTop - 25 Indian IT Companies | Forbes 200 under a Billion | CMMi Level 5 | ISO 27001 | ISO 9001:2000Retail | CPG | Logistics | Finance | Telecomproperty of their respective owners |Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved All logos, trademarks, trade names and graphics used herein are the | Government © Aerospace | Rail | Automotive | Marine
  • 4. Global Company with Local Ownership www.infotech-enterprises.com Stavanger Breda Gothenburg London Montreal Minneapolis Leonberg Bristol E. Hartford Paris Peoria San Jose Sterling Tokyo Noida Paragould Tupelo Dubai Jackson Hyderabad Mumbai Vizag Puerto Rico Bangalore Kuala Lumpur 9,200+ Kakinada SingaporeGlobalWorkforce 21+ Sydney AucklandNationalities Melbourne Global Delivery Centers 30 Relationship Management OfficesGlobal 4Locations All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 5. Marquee Customers in all Focus Industries www.infotech-enterprises.comRetailCPGAerospace & DefenseTelecomTransportationHeavy EquipmentContent EngineeringUtilitiesHiTechEnergyConsumer & Medical All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 6. Mission www.infotech-enterprises.com Infotech IT MISSION Create business value for customers through IT services and solutions combining technology, quality, global delivery and industry expertiseExclusive Focus on Retail / CPG/ Logistics – comprehensive services that help companies achieve best results All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 7. Depth and Breadth of Service Offerings www.infotech-enterprises.com Consulting Services Package based Service Delivery  Business Process  ADMS Services  SaaS deliverySERVICES Optimization  ITIL Based Managed  JDA implementations &  On premises  GDSN services Rollouts  Dual Shore Delivery  MDM / PIM / EDI  Testing  SAP Rollouts Model  Reengineering  Managed Services  Data Cleansing  BI / DW BUSINESS TRANSFORMATION SERVICES Supply Chain (MOVE) Buying Solutions (BUY) Analytics  Integrated Demand & Replenishment Planning  Item Management (GDSN)BUSINESS DOMAINS  DC & Warehouse Management  Product Information  Business  Logistics Management (3PL, 4PL) Management (PIM) Geographics  Order Management  Vendor Managed  Sales Analysis  Fleet Management Inventory (VMI)  Inventory Analysis  Vendor Analysis Merchandising In Store (SELL) Support Solutions  Customer (PLAN)  Multi Channel Retailing  Web-enablement Analysis  Demand Planning  Custom Point of Sale  E-Commerce  Macro-profiling  Category Planning  Inventory Management  EDI  Space Planning  Traffic Counting &  Web Forms  Assortment Management Planning  Price Planning Integrated Service Provider All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 8. IT Services Overview www.infotech-enterprises.com Capability & Capacity Facets Matured Global IT Player  Around 1500 + skilled resources Highly experienced across  Certified technology and management resources multiple technologies  Successfully Executed more than 1000 projects Focus on Innovation and  Multi skilled in all major Technologies Value Creation  Ability to quickly scale up operations in short time High resource retention rate Customer delight; indicated Service offerings by long term partnerships Technology Competency Centers Key Technology Platforms Click on the Service Offering for more details All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 9. Value Generation through long term Relationships www.infotech-enterprises.com• A leading retailer outsourced development, maintenance and quality assurance of a critical application toInfotech rather than to eastern Europe• SAP rollout projects of a global retailer executed in onsite-offshore model reduced costs & resource ramp-uptime by 50%• A specialty retailer of UK outsourced management of online channel IT systems to cut post-acquisition costs• A global consumer products leader realized cumulative savings of more than 50% through increasingcooperation in established competency areas• A fortune 100 organization with diverse IT needs, engaged in a long term SLA have saved to the tune ofUSD 200 million over 5 years• Providing India’s only cloud based Global Data Synchronization platform for MDM for the Retail and Supply Chain verticals Indicative Clients Strategic Partners Memberships All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 10. Customer Focused Processes to EnsurePredictability and Reliability www.infotech-enterprises.com Training & Agile Developme Capacity Customer nt Infrastructu re Right Mix Project (Roles, Domain) Management Office Right State-of-the- Mindset Art Design Tools Quality Controls, Management Compliance System Certified and , Audited IP Security Processes SEI ISO ISO AS ISO IMC IRIS CMMi 9001:2008 27001 9100 C 13485 RBNQ Rev 2 Level 5 All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved 10
  • 11. What is A/B Testing? www.infotech-enterprises.comAlso called split testingComplicated: Testing a baseline control sample with a varietyof single-variable tests to improve conversion rates.Easy: Testing two different versions of a page to see whichone converts better. Eg: Original vs. Variation All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 12. What is A/B Testing? www.infotech-enterprises.com3 Parts to Any A/B test 1. Original Page (A) 2. Variation Page (B) 3. Conversion Page All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 13. What is A/B Testing? www.infotech-enterprises.comOther Types of Testing:1. Original Page (A)2. Variation Page (B)3. Variation Page (C)4. Variation Page (D)5. Variation Page (E)6. Variation Page (F)7. Conversion PageMultivariate Testing – Testing multiplechanges on the SAME pageButton ColorsHeadlinesPlacement of Calls to ActionImages All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 14. Planning your experiment www.infotech-enterprises.com1. Choose your test page2. Choose your conversion page3. Choose the right type of test for you4. Select content to test5. Create content variations to test (multivariate testing only) or (A/Btesting only)6. Decide how much traffic you want in your experiment All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 15. Why you should be A/B testing www.infotech-enterprises.comData Driven Decisions Ideas / Content Design Layout Images Color Combinations DevelopersIt will Increase your conversion rate! All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 16. Examples: A/B Testing – Layout Variation www.infotech-enterprises.com A BA (Step by Step) (Side by Side) A North American e-tailer All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 17. Examples: A/B Testing - Application Form Testing www.infotech-enterprises.com A B A Banking company All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 18. Examples: A/B Testing – Call to Action Button Testing www.infotech-enterprises.com A B A Insurance company All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 19. Examples: A/B Testing - Color Variation www.infotech-enterprises.com A B A North American e-tailer All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 20. What Should You Test? www.infotech-enterprises.comDifferent Category/Product Page LayoutsCheckout VariationsAlternate Payment MethodsNew FeaturesPromotions This allows us to use these different URLs in Google Website Optimizer Original: ww.myonlinestore.com/parent-category/category-code1.htm Variations: ww.myonlinestore.com/parent-category/category-code2.htm ww.myonlinestore.com/parent-category/category-code3.htm All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 21. What is Google Website Optimizer? www.infotech-enterprises.comFree Tool from GoogleAllows you to easily perform A/B testson your website.Track Results and make data drivendecisionsIncrease your conversion ratesUse your same Google Account Login All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 22. Our Test Experiment www.infotech-enterprises.comQuestion: Which Layout, Color combinations and Images drive more conversions? Original: Red color and Side by Side layout.Challenge : Miva Merchant Supports? If so how much technical hours required? A B A North American e-tailer All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 23. Google Website Optimizer Walk-Thru www.infotech-enterprises.com All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 24. Google Website Optimizer Walk-Thru (A/B Checklist) www.infotech-enterprises.com A/B Experiment Multivariate Experiment All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 25. Google Website Optimizer Walk-Thru www.infotech-enterprises.com All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 26. How to Create Page Variations in Miva Merchant? www.infotech-enterprises.com<mvt:if expr="ISNULL l.settings:product:code"> (Product vs. CategoryVerification) <mvt:if expr=" ( |$l.settings:category:code$| ) IN |Original- Category-Code|“> <mvt:elseif expr=" ( |$l.settings:category:code$| ) EQ |Variation-Category-Code|">"> </mvt:if> (Closure of category comparison)</mvt:if> (Closure of Product vs. Category Verification) All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 27. MIVA Merchant Steps www.infotech-enterprises.comEdit Category Display then Product Display Layout Add the conditional statement as below All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 28. Head Tag Conditional Statement www.infotech-enterprises.com<mvt:if expr="ISNULL l.settings:product:code"> (product level filter) <mvt:if expr=" ( |$l.settings:category:code$| ) IN |Original- Category-Code|“> // control script goes here <mvt:elseif expr=" ( |$l.settings:category:code$| ) EQ |Variation-Category-Code|">"> (Variation category level filter) // Variation tracking code goes here </mvt:if> (Closure of category comparison)</mvt:if> (Closure of product level comparison)ww.myonlinestore.com/thankyou.htm // conversion tracking code goes here All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 29. Validate Your Pages, Start The Test! www.infotech-enterprises.com All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 30. View Results in Google Website Optimizer www.infotech-enterprises.com All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 31. Additional Resources www.infotech-enterprises.comhttp://websiteoptimizer.blogspot.in/http://blog.kissmetrics.com/guide-google-website-optimizer/https://www.google.com/analytics/siteopt/siteopt/help/calculator.htmlhttp://support.google.com/adwords/bin/answer.py?hl=en&answer=2404033http://www.mivamerchant.com/blog All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 32. www.infotech-enterprises.com Creating Business Impact Providing Expert Solutions Delivering Quality Consistently Building Partnerships GloballyInfotech Enterprises IT Services Pvt Ltd (Infotech IT) Thank You(A wholly owned subsidiary of Infotech Enterprises Ltd)42, Nagarjuna Hills, Panjagutta, Hyderabad – 500082Andhra Pradesh, India.Website: www.infotechitservices.com All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
  • 33. www.infotech-enterprises.com THANK YOUAll logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved