Comment faire décoller votre taux de conversion en 3 mois grâce au A/B testing ?

Comment faire décoller votre taux de conversion en 3 mois grâce au A/B testing ? Jonathan Stoikovitch CEO & Founder @ Sosign twitter.com/jstoiko www.sosign.com http://twitter.com/sosign

Quest-ce que le AB testing?www.sosign.com http://twitter.com/sosign

Pourquoi le A/B testing? Augmentation des ventes en ligne A/B testing = augmentation du taux de conversion + augmentation du panier moyen + augmentation fidélité client = plus de venteswww.sosign.com http://twitter.com/sosign

Quand faire du A/B testing? Réponse: tout le temps!www.sosign.com http://twitter.com/sosign

Les pionniers du A/B testing mais aussi: Qui dautre?www.sosign.com http://twitter.com/sosign

www.sosign.com http://twitter.com/sosign

A/B testing: Campagne Obama 08www.sosign.com http://twitter.com/sosign

A/B testing: Campagne Obama 08 Résultats: • Augmentation des inscriptions de 40.6% • Près de 3M demails en plus • 288K volontaires de plus • Soit 60M $US en donation!www.sosign.com http://twitter.com/sosign

Quoi tester? Tester lutilisabilité Tester la navigation Tester la recherche Tester la segmentation Tester la présentation des produits Tester le prix des produits Tester le processus dachat Tester les promotions Tester le service à la clientèle Tester les courrielswww.sosign.com http://twitter.com/sosign

Comment mesurer son taux de conversion? Formule = # de transactions / # de visiteurs• 100 transactions / 10000 visiteurs = 1% taux de conversion• 1000 transactions / 50000 visiteurs = 2% taux de conversion• 3000 transactions / 100000 visiteurs = 3% taux de conversion• 50k transactions / 1M visiteurs = 5% taux de conversion www.sosign.com http://twitter.com/sosign

Comment mesurer son taux de conversion? $ + www.sosign.com http://twitter.com/sosign

Quelques exemples... Ventes Web Taux de Panier Nom 2010 conversion moyen Build-A-Bear 12M$ 1.1% US$40 Hautelook 100M$ 1.1% US$300 Staples.com 10B$ 9.9% US$430 Diapers.com 292M$ 13.63% US$941-800-Flowers.com 470M$ 16.9% US$70 www.sosign.com http://twitter.com/sosign

Normes selon l’industrie• Apparel and Accessories – 2.92% • Health and Beauty – 5.59%• Automotive Parts – 1.96% • Housewares and Home Furnishings – 2.11%• Books/Music/Video – 3.37% • Jewelry – 2.14%• Computers and Electronics – 2.28% • Mass Merchant – 2.95%• Flowers and Gifts – 7.83% • Office Supplies – 5.75%• Food and Drug – 5.77% • Specialty (Non-Apparel) – 3.31%• Hardware and Home Improvement – 2.03% • Sporting Goods – 2.21% • Toys and Hobbies – 2.18%Source: Internet Retailer www.sosign.com http://twitter.com/sosign

Tester la navigationwww.sosign.com http://twitter.com/sosign

Tester la navigation +7.74% de conversionswww.sosign.com http://twitter.com/sosign

Tester la recherchewww.sosign.com http://twitter.com/sosign

Tester la présentation des produits www.sosign.com http://twitter.com/sosign

Tester la présentation des produits +11% de commandes www.sosign.com http://twitter.com/sosign

Tester la présentation des produits +44% de commandes, +67% panier moyen www.sosign.com http://twitter.com/sosign

Tester la présentation des produits +27.2% de commandes de “nouveaux visiteurs” www.sosign.com http://twitter.com/sosign

Tester la présentation des produits +13% de commandes www.sosign.com http://twitter.com/sosign

Tester le processus dachatwww.sosign.com http://twitter.com/sosign

Tester le processus dachat +21.8% de commandeswww.sosign.com http://twitter.com/sosign

Tester le processus dachat +22.5% de commandeswww.sosign.com http://twitter.com/sosign

Tester le processus dachat+1.16% de commandes, -31.2% de messages derreur www.sosign.com http://twitter.com/sosign

Tester le processus dachat +12% de revenus généréswww.sosign.com http://twitter.com/sosign

Tester les promotions +148% conversionswww.sosign.com http://twitter.com/sosign

Tester le service à la clientèle +27.3% de commandes www.sosign.com http://twitter.com/sosign

Tester les courriels Subject: Save 25% on the Subject: Never start VegasProVegasPro Production Assistant with an empty project again! +13.9% de commandes www.sosign.com http://twitter.com/sosign

Outils AB Testingwww.sosign.com http://twitter.com/sosign

Veille concurrentielleGilt.com (Ventes privées)• Taux de conversion 2009: 1.65%• Taux de conversion 2010: 3%• Croissance: 150.0% Customer segments built with analytics helps Gilt run more effective promotions:The flash-sale retailer allows customers to return • Gilt Groupe Inc., the members-only, flash-sale retailer of designer fashions, figured it wasmore good than just shoes and clothes: missing the mark in terms of persuading women to buy men’s goods. “Women tend to buy stuff for men, but we were under-performing,” says chief marketing officer David Zucker; • Gilt Groupe Inc. has reduced its shipping price and • To turn that around, Gilt worked with customer analytics data compiled by Mu Sigma, the expanded its return policy, the flash-sale retailer retailer’s analytics service provider, to build predictive models of women shoppers most announced today. likely to respond to pitches for men’s products. • Gilt, No. 49 in the Internet Retailer Top 500 Guide, says • Mu Sigma combined such data such as demographic profiles of women known to purchase that effective immediately, all products, no matter what men’s products with information related to how women shop on Gilt.com. Mu Sigma then size, will ship for $5.95 for UPS ground shipping, down helped to identify segments of shoppers mostly likely to respond to particular promotions. from $9.95. A segment of female shoppers of certain age and income ranges, and from particular areas • The retailer also changed its return policy. Customers can of the United States, for example, might be more likely than other women to shop for gifts now return all items; Gilt had allowed returns only of such as men’s cufflinks. sized items such as clothes and footwear, a Gilt • When Gilt sends e-mail offers for men’s products to segments of female shoppers that it spokeswoman says. Customers must return items within deems mostly likely to respond, the online retailer experiences a 10% to 25% increase in the 21 days of purchase, the same deadline as before, but rate of shoppers who respond to those offers and make a purchase, Zucker says. now can make returns via the U.S. Postal Service and • Zucker adds that Gilt also knew from web site analytics data that many women shoppers do UPS, instead of just UPS. their impulse buying at noon—which turned out to be a good time to present them with offers for men’s products. www.sosign.com http://twitter.com/sosign

Quelques conseils1. Commencer par tester des éléments simples2. Entre 1 et 4 variations par test3. Les tests A/B simples ont un meilleur ROI que les tests MVT4. Une fois bien maitrisé, utiliser le AB testing pour les campagnes courriels ou de publicité5. Regarder ses compétiteurs et tester avant de copier ses compétiteurswww.sosign.com http://twitter.com/sosign

Jonathan Stoikovitch CEO & Founder @ Sosign twitter.com/jstoiko Questions? Crédits: whichtestwon.com, abtests.com, ﬂickr.comwww.sosign.com http://twitter.com/sosign

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Comment faire décoller votre taux de conversion en 3 mois grâce au A/B testing ?

by Sosign on May 24, 2011

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Comment faire décoller votre taux de conversion en 3 mois grâce au A/B testing ? — Presentation Transcript