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How	
  to	
  digitally	
  transform	
  your	
  business
Daniel	
  Lee
Web	
  Analytics	
  Manager
Evans	
  Cycles	
  Ltd
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
Who	
  am	
  I?
Web	
  Analytics	
  is	
  on	
  my	
  business	
  card
Optimisation is	
  in	
  my	
  heart
UX	
  Research	
  and	
  AB	
  Testing	
  is	
  on	
  my	
  mind
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
A	
  leading	
  digital	
  business…
A	
  testing	
  culture
Insight	
  into	
  user	
  behaviour
Decisions	
  made	
  upon	
  data	
  and	
  insight
Ability	
  to	
  make	
  quick	
  actions	
  from	
  real	
  time	
  data
“We’re	
  a	
  2/10	
  in	
  Analytics.	
  What	
  are	
  you	
  going	
  to	
  do	
  to	
  get	
  us	
  to	
  an	
  8/10?”
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
Be	
  humble.	
  Listen.
Learn
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
Test	
  assumptions.	
  Test	
  everything.
Learn
Test
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
The Product Page test
Original – ‘A’ Test Version – ‘B’
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
What were the results?
+49%	
  uplift	
  in	
  add	
  to	
  Basket	
  metric	
  
+4.3% more	
  revenue	
  generated
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
The Basket Page test
Original – ‘A’ Test Version – ‘B’
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
What were the results?
+18% users	
  proceeding	
  to	
  checkout
+5.6% more	
  revenue	
  generated
+1.7%	
  conversion
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
The Sign Up page test
Original – ‘A’ Test Version – ‘B’
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
What were the results?
+12%	
  Engagement	
  with	
  sign	
  up	
  form	
  area
-­‐71%	
  Less opt	
  outs	
  of	
  newsletter	
  signups
+13.6% More	
  accounts	
  created
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
What have we learnt from AB Testing so far?
Test assumptions
‘Best practice’ is normally just common practice
The 2 absolute truths
Testing beats opinion
Be customer centric
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
Understand	
  behaviour	
  and	
  impact
Learn
TestAnalyse
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
Apply	
  your	
  findings
Learn
Test
Analyse
Action You!
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
Digital	
  Transformation	
  – A	
  simple	
  model
Learn
Test
Analyse
Action
You!
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015
A	
  leading	
  digital	
  business…
A	
  testing	
  culture
Insight	
  into	
  user	
  behaviour
Decisions	
  made	
  upon	
  data	
  and	
  insight
Ability	
  to	
  make	
  quick	
  actions	
  from	
  real	
  time	
  data
What’s	
  next	
  for	
  Evans	
  Cycles?
More	
  of	
  the	
  same,	
  Personalisation	
  and	
  Multichannel	
   Analytics
Daniel	
  Lee
@WebsiteAnalyst
#OptEx2015

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Evans Cycles Customer Case Study - How to Digitally Transform your Business

  • 1. How  to  digitally  transform  your  business Daniel  Lee Web  Analytics  Manager Evans  Cycles  Ltd Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 2. Who  am  I? Web  Analytics  is  on  my  business  card Optimisation is  in  my  heart UX  Research  and  AB  Testing  is  on  my  mind Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 3. A  leading  digital  business… A  testing  culture Insight  into  user  behaviour Decisions  made  upon  data  and  insight Ability  to  make  quick  actions  from  real  time  data “We’re  a  2/10  in  Analytics.  What  are  you  going  to  do  to  get  us  to  an  8/10?” Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 4. Be  humble.  Listen. Learn Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 5. Test  assumptions.  Test  everything. Learn Test Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 6. The Product Page test Original – ‘A’ Test Version – ‘B’ Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 7. What were the results? +49%  uplift  in  add  to  Basket  metric   +4.3% more  revenue  generated Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 8. The Basket Page test Original – ‘A’ Test Version – ‘B’ Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 9. What were the results? +18% users  proceeding  to  checkout +5.6% more  revenue  generated +1.7%  conversion Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 10. The Sign Up page test Original – ‘A’ Test Version – ‘B’ Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 11. What were the results? +12%  Engagement  with  sign  up  form  area -­‐71%  Less opt  outs  of  newsletter  signups +13.6% More  accounts  created Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 12. What have we learnt from AB Testing so far? Test assumptions ‘Best practice’ is normally just common practice The 2 absolute truths Testing beats opinion Be customer centric Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 13. Understand  behaviour  and  impact Learn TestAnalyse Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 14. Apply  your  findings Learn Test Analyse Action You! Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 15. Digital  Transformation  – A  simple  model Learn Test Analyse Action You! Daniel  Lee @WebsiteAnalyst #OptEx2015
  • 16. A  leading  digital  business… A  testing  culture Insight  into  user  behaviour Decisions  made  upon  data  and  insight Ability  to  make  quick  actions  from  real  time  data What’s  next  for  Evans  Cycles? More  of  the  same,  Personalisation  and  Multichannel   Analytics Daniel  Lee @WebsiteAnalyst #OptEx2015