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Analysis of Conversion Rate Optimization Ecosystem - BENCHMARK BY EBG - BARCELONA 2018


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Analysis of Conversion Rate Optimization Ecosystem - BENCHMARK BY EBG - BARCELONA 2018

  1. 1. # Conversion Rate Optimization
  2. 2. digitbench18WIFI digitbench18 # ANTHONY LE CROM Lead Analytics & Conversion altima° par of Accenture Interactive SPEAKER
  3. 3. digitbench18WIFI digitbench18 # SPEAKERS Valentin LEWANDOWSKI Managing Director planet cards Julien DEBRIEL Data Analyst Manager OVH
  4. 4. digitbench18WIFI digitbench18 # WHAT IS …
  5. 5. digitbench18WIFI digitbench18 # CONVERSION RATE OPTIMIZATION Conversion rate optimization (CRO) gathers all the technics and tools that allow to increase website performances. Whether its about increasing e-commerce purchases, lead generation, account creations and so on. AB testing is probably the backbone of CRO. It’s a scientific method used to test, measure and validate hypothesis in order to improve performances. The principle of AB testing is kind of simple. You deliver different versions of a page (can also be just a component, or a whole funnel) to your audience on the same period, randomly and with an equal repartition of trafic between your variations. Then you can define which one is better in a reliable way. QUICK INTRODUCTION
  6. 6. digitbench18WIFI digitbench18 # MARKET TRENDS
  7. 7. digitbench18WIFI digitbench18 # From the begining to today Back in 2000, Google engineers were running their first AB test to define the optimum number of results to display on their SERP. Ten years later they ran over 7 000 tests and tools like VWO or Optimizely started to emerge. Lets have a look on today’s CRO ecosystem: C.R.O STATE OF PLAY credits : - Marketing Technology Landscape 2017
  8. 8. digitbench18WIFI digitbench18 # Tests and much more Doing AB testing was probably simpler back in the days. User interface knowledge was limited, website users were responding in a different ways to marketing stimuli and UX friction. Today the game has changed and the hypothesis research is more and more important and complex. So tools evolved in that way. As we said in the introduction CRO is not only about AB testing. CRO has changed the way that we redesign interfaces (continuous improvment) and imply organisation changes in companies too. That implies new process and workflow. So tools evolved in that way. AB testing is just a first step for CRO. Once you’ve optimized your website on full audience you’ll want to go further and personalize it with a sharper and sharper segmentation. So tools evolved in that way. Lets talk about that ! C.R.O TRENDS
  9. 9. digitbench18WIFI digitbench18 # BENCHMARK
  10. 10. digitbench18WIFI digitbench18 # SUMMARY • Introduction to CRO • Benefits and practical applications of CRO • Cartography of the main AB testing vendors of the market • Expert advices WHAT YOU’LL FIND IN THE WHITE BOOK
  11. 11. digitbench18WIFI digitbench18 # There are a lot more tools that allow to do AB testing on the market but we chose to talk about these ones for two reasons. First, they are, in a first place, AB testing tools. Many vendors that have AB testing features today are UX analysis tools or personnalisation tools, or analytics and it is not really comparable. Second they are the most represented tools in western europe (for some in the world). TOOLS OF THE BENCHMARK
  12. 12. digitbench18WIFI digitbench18 # To assess those tools we’ve defined few criteria and gave a mark to each tool on these 4 topics : - Hypothesis research and roadmap organization - Testing & results analysis features - Personnalization - Support & Documentation BENCHMARK CRITERIA
  13. 13. digitbench18WIFI digitbench18 # PANEL DISCUSSION
  14. 14. digitbench18WIFI digitbench18 # PRESENTATION OF THE SPEAKERS AB testing and your organization The choice of the tool C.R.O today in your organization What about tomorrow ? One experience to share ? Valentin Lewandowski Managing Director Planet Card Julien Debriel Data Analyst Manager OVH Anthony Le Crom Lead Analytics & Conversion Altima° part of Accenture Interactive
  15. 15. digitbench18WIFI digitbench18 # CONTACTS Anthony LE CROM Lead Analytics & Conversion + 33 (0) 6 60 06 36 79