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[Webinar] Optimisez votre site en alliant Digital Analytics & A/B Testing

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En partenariat avec Optimizely.

Grâce à l’intégration « one-click » entre AT Internet et Optimizely, enrichissez les données de résultats de vos tests en temps réel en les combinant aux analyses de votre outil Digital Analytics.

Lors de ce webinar, découvrez comment, en un seul clic, vous obtenez de nouvelles analyses et opportunités d’étudier les performances de vos campagnes d’A/B testing.
Nos experts aborderont chaque étape de la mise en place « one click » de l’intégration AT Internet / Optimizely pour récupérer automatiquement les mesures des tests dans l’interface Analyzer d’AT Internet.

Grâce à de nombreux exemples et cas pratiques, découvrez comment ré-exploiter au maximum ces données de tests en les croisant avec d’autres données comportementales de votre audience online

Published in: Internet
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[Webinar] Optimisez votre site en alliant Digital Analytics & A/B Testing

  1. 1. Mercredi 21 mai &
  2. 2. Introductions A/B testing ? Pistes d’optimisation Démo de la plate-forme L’intégration en revue Exemples & cas d’application Mot de la fin
  3. 3. Introductions
  4. 4. Introductions : Optimizely Etienne Gautheron Account Executive @Optimizely depuis mars 2013 etienne@optimizely.com @eGautheron
  5. 5. Dan Pete 2008 : Dan — Campagne Obama 2008 – 2010 : Carrotsticks, Spreadly, et Y Combinator. 2010 : Création d’Optimizely Avril 2013 : Levée de $28M pour s’exporter Mai 2014 : Levée de $57M $28M $57M Introductions : Optimizely 7000+ Happy Customers
  6. 6. 18 +3 500 + 350 000 + de 150 années d’expérience online clients dans tous les secteurs sites audités employés à travers le monde Introduction : AT Internet
  7. 7. Introduction : AT Internet
  8. 8. 1. Marquage automatique des campagnes de test avec le tag AT 2. Mesure de test disponibles l’outil Digital Analytics d’AT internet Partenariat : principes AT tag Données du test
  9. 9. A/B testing ?
  10. 10. Page originale Variante gagnante Etude de cas +10% en conversions
  11. 11. Pistes d’optimisation
  12. 12. 1. Définissez - et mesurez – votre parcours visiteur le plus commun 2. Identifiez vos pages à fort trafic 3. Recherchez d’où vient le taux d’abandon/rebond le plus élev 4. Identifiez les pages qui génèrent le plus de revenu 5. Recherchez les pages grâce auxquelles vous tirer le plus de data Pistes d’optimisation
  13. 13. Démo de la plate-forme
  14. 14. L’intégration en revue
  15. 15. Côté visiteur Intégration en quelques clics via l’éditeur visuel d’Optimizely Côté technique Optimizely envoie 3 paramètres vers les serveurs d’AT Internet « s » : numéro du compte AT Internet « abmvc » : OptimizelyTestID[OptimizelyTestName]-0-VariationID[VariationName] « type » : type de test, toujours « mvt » c’est-à-dire test multivarié Côté AT Internet « Usability »  « Multivaraite Testing » dans le volet gauche  « Tests » pour consulter les résultats des tests, lesquels sont organisés selon le nom des variantes L’intégration en revue Source : help.optimizely.com
  16. 16. 1. Gain de temps pour marquage des tests 2. Consolidation des données pour une analyse plus globale Partenariat : bénéfices Source : help.optimizely.com AT tag Données du test
  17. 17. Mesures du test dans votre digital analytics Source : help.optimizely.com
  18. 18. Optimizely permet de détecter la variation gagnante selon l’objectif du test Mais cette variation est-elle bien la version gagnante pour les objectifs de votre site? Résultats du test & performance du site
  19. 19. Résultats du test & performance du site Critère désignation du test gagnant = ratio de clics KPI du site = nombre d’abonnements Variante gagnante +10% clics
  20. 20. Principe de la segmentation Site Segment Sources Conversions Navigation Etc. Sources conversions Navigation Etc.
  21. 21. Principe de la segmentation
  22. 22. Segmentez l’audience pour une interprétation plus juste de vos résultats à l’infini et croisez vos résultats de tests avec ceux-ci. • Les indicateurs qualitatifs, durée de visite, taux de rebond, nb de PV • Les paniers (montants, nombre de produits achetés..) • Le tunnel de conversion • L’équipement, écran, navigateur, • Etc… Valider les tests sur vos KPIs Vérifiez qu’il n’y ait pas d’effet « dégradation » sur les autres KPIs et objectifs secondaires
  23. 23. Exemples & cas d’application
  24. 24. Choix du message pour une promotion 2 for 1 -50% Cas d’application : e-commerce
  25. 25. Choix du message pour une promotion 2 for 1 Cas d’application : e-commerce -50%
  26. 26. Choix du message pour une promotion Avec Analyzer : vérifier aussi les montants du panier, le nombre de produits achetés 2 for 1 Cas d’application : e-commerce -50% 50€ 30€
  27. 27. Choix du message pour une promotion Avec Analyzer : vérifier aussi les montants du panier, le nombre de produits achetés 2 for 1 Cas d’application : e-commerce -50% 50€ 30€
  28. 28. Au-delà des KPIs : autres cas d’application Comparer le comportement des visiteurs/clients fidèles et nouveaux visiteurs/clients « Mon contenu gagnant n’a-t-il pas en fait surtout convaincu mon audience déjà acquise? » Mieux comprendre le résultat d’un test très médiocre, éventuellement lié à un facteur externe « Mes versions de test sont-elles toutes bien adaptées à l’équipement des internautes » Valider plus que le « template » « Ma variante gagnante de la page produit - ou article- l’est elle sur toutes les catégories, tous les rayons de mon site »
  29. 29. Mot de la fin
  30. 30. 2. Feuille de route et suivi des tests actifs 3. Lancements de nouveaux tests 4. Résultats et enseignements clés 1. Brainstorming & priorisation Mot de la fin
  31. 31. blog.optimizely.com help.optimizely.com Etienne Gautheron etienne@optimizely.com +33 (0)9 70 40 63 33 atinternet.com blog.atinternet.com Marie-Alix Achard Marie-alix.achard@atinternet.com

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