Optimizely for Online Retail: Essential Features and Customer Stories
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Transcript of Optimizely for Online Retail: Essential Features and Customer Stories
#abtestingessentials @Optimizely
Optimizely for Online Retail
Essential Features & Customer Stories
Thursday, August 29, 13
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Tweet what you learn to win a
copy of our book3 chances to win!
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What we’ve covered so far.
How to avoid pitfalls that can arise when testing.
Recordings on optimizely.com/ecommerce-ab-testing and SlideShare
A framework for prioritizing what to test.
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3How to use a testing platform to execute these ideas.
Thursday, August 29, 13
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It’s all part of a bigger picture.
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It’s all part of a bigger picture.
Understand our website visitors...
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It’s all part of a bigger picture.
Understand our website visitors...
...and translate our understanding into better experiences for those visitors.
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Meet Jodie Ellis
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Meet Junan Pang
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5 Testing Tactics to Know and Use
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5 Testing Tactics to Know and Use
Targeting1
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5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
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Thursday, August 29, 13
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
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Thursday, August 29, 13
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
Goal Setting
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5
Thursday, August 29, 13
#abtestingessentials @Optimizely
5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
Goal Setting
Segmentation
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Thursday, August 29, 13
#abtestingessentials @Optimizely
In Real Life Online Optimizely
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In Real Life Online Optimizely
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In Real Life Online Optimizely
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What you’ll walk away with...
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How are you addressing specific visitor populations that come to your site?
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Targeting In Real Life: Show Your Student ID
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Are they mobile?
Are they Mac or PC?
Are they new or returning?
Did they click an ad or a search result?
Targeting IRL Online Optimizely
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Original
Targeting IRL Online Optimizely
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Variation
Targeting IRL Online Optimizely
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Variation
Targeting IRL Online Optimizely
Original
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Variation
Targeting IRL Online Optimizely
Original
+23.7% purchases
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Original Variation
Targeting IRL Online Optimizely
Thursday, August 29, 13
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Who and where are you testing?New features
URL Query Parameters
Marketing campaigns
Adwords
Browser Type
Mobile vs. Non-mobile
Location
Targeting IRL Online Optimizely
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How are you enhancing the visitor experience across many pages?
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Multi-page In Real Life: A Theme Park Ride
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Product Detail Page
Shopping Cart
Checkout Page
Thank You Page
Multi-page IRL Online Optimizely
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Multi-page IRL Online Optimizely
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Multi-page IRL Online Optimizely
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How do you try a completely di!erent experience from the one you have today?
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Redirects In Real Life: A Pilot Store
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Redirects In Real Life: A Pilot Store
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Redirects IRL Online Optimizely
Variation A Variation B
URL 1 URL 2
Website Visitors
50%50%
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Original
Variation
Redirects IRL Online Optimizely
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Original
Variation
Redirects IRL Online Optimizely
-3% conversions
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Redirects IRL Online Optimizely
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Redirects IRL Online Optimizely
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How do you measure the value of a new experience?
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Goal Setting In Real Life: Macro goal = Revenue
Micro goal = Theater Views
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Goal Setting IRL Online Optimizely
Original - Exact Match Variation - Fuzzy Match
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Goal Setting IRL Online Optimizely
Original - Exact Match Variation - Fuzzy Match
+9.6% result selections
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Goal Setting IRL Online Optimizely
Original - product video Variation - 360 degree image
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Goal Setting IRL Online Optimizely
Original - product video Variation - 360 degree image
+10.4% RPV
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How do you define success?
•Revenue
•Pageviews
•Clicks
Goal Setting IRL Online Optimizely
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How do you listen to what di!erent types of visitors want?
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Segmentation In Real Life: Payment Method
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Categorize your visitors to filter your results
• Browser
• Campaign
• Mobile vs. Non-mobile
• Source Type
• Custom Segment (aka anything else!)
Segmentation IRL Online Optimizely
Thursday, August 29, 13
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5 Testing Tactics to Know and Use
Targeting
Multi-page Experiments
Redirect Tests
Goal Setting
Segmentation
1
2
3
4
5
Thursday, August 29, 13
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A freebie for youDownload chapter 3 for free!!
pages.optimizely.com/book
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Questions?Tweet @Optimizely
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Learn moresupport.optimizely.com
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Thank you!
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