How SAP Uses Website Testing to Drive Business Value
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SAP uses web analytics in their test lab to optimize their web content. The lab's recommendations are now supported by global leadership mandates. Crispin Sheridan, SAP's Sr. Director of Global Search Marketing shares five discoveries the team has made using Adobe Experience Manager to drive business value. Learn more about Adobe Experience Manager here: http://www.adobe.com/solutions/web-experience-management.html This presentation was given at Adobe Digital Marketing Symposium in San Francisco on September 11, 2013.
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How SAP Uses Website Testing to Drive Business Value
- 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Case Study – SAP.com Digital Test Lab Crispin Sheridan, Senior Director Global Search, SAP 1
- 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SAP Today SAP AG 2012 revenues: € €16.22 Billion Over 65,000 employees (in locations in more than 130 countries) 232,000 customers in 188 countries Comprise 79% of Global Fortune 500 Ambition by mid decade: €20 billion in annual revenue Reach 1 billion users 5 Market Categories of SAP: Applications Database & Technology Analytics Cloud Mobile #AdobeSymposium
- 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SAP Customer Facts… >86% of the world’s athletic footwear provided >50% of the world’s packages couriered >70% of the world’s chocolate production >72% of the world’s beer production >30 million households use energy more responsibly with Smart Grid solutions >77,000 people work more safely using People Safety solutions >2 million people work more safely using People Safety solutions #AdobeSymposium
- 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Web Analytics is a table stake and it doesn’t get you very far #AdobeSymposium
- 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 New people, new skills, and new attitudes are required #AdobeSymposium
- 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Testing without a process is driving with no-where to go #AdobeSymposium
- 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 SAP Test Lab: 2 years in the making 140 tests launched Global mandate #AdobeSymposium
- 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Prioritization Implementation Structure - Consistency Test Pipeline Management INSIGHTS & REPORTING Key components #AdobeSymposium
- 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012 Focus - Unearthing valuable insights to drive optimal business value: Test Lab: Facts and Figures 80 tests launched 25,287 incremental inquiries generated €1.64MM 2012 Lead value (PPC proxy of €65/MC) 100 insights generated #AdobeSymposium
- 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Laser Focus on PPC and Top SEO Entry Pages & Quality of Insights Test Lab: 2013 Goals 27,500 incremental inquiries H1 @ 142% of target 100 Further Insights Generated – quality of insights over quantity – H1 on target 15% Reduction of PPC cost per acquisition for campaigns tested via Test Lab H1 @ 45% Reduced Cost #AdobeSymposium
- 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Some of the results…
- 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Optimization Discoveries from the SAP Test Lab Key areas of learnings that Adobe Experience Manager (CQ) enables at scale 1. Turn heroes into action heroes 2. Photographic imagery sharpens response 3. Great results don’t have to be complex 4. Make those CTAs easy to spot (and click) 5. Test surprises happen, which is why we test! #AdobeSymposium
- 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. + 19% Discovery #1: Turn heroes into action heroes Multivariate test: buttons in hero with/ without images more human-oriented imagery #AdobeSymposium
- 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Photographic imagery sharpens response Pictograms vs. Photographs #AdobeSymposium + 46%
- 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. + 47% 3. Great results don’t have to be complex Copy test – small changes make a BIG Impact #AdobeSymposium
- 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. + 7% 4. Make those CTAs easy to spot (and click) Key question – can CTAs be made easier to find? #AdobeSymposium
- 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Test surprises happen, which is why we test! Testing assumptions about transparency with the reality of customer behavior + 17% #AdobeSymposium
- 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content and Offers Registration and Form Pages Design and Layout *Potential Lift is based on the positive benefit seen in actual tests. Up to 780% Up to 97% Up to 92% Holistic understanding where to focus efforts #AdobeSymposium
- 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. It’s impossible to beat the “testing drum” too loud What does SAP Test Lab do? SAP Test Lab is an internal team at SAP dedicated to testing the SAP web presence. Using data from real customers, SAP Test Lab finds what works best to drive more leads from the traffic you already have, right now. That way, you can optimize your marketing strategy by uncovering new insights about your visitors and how to serve them best. 3 A word about change management #AdobeSymposium
Editor's Notes
- very analytical company that uses data heavily, tests everything and have seen some huge wins, and will continue to create relevant, personalized content with what you are doing with CQ
- This was a multivariate test where in addition to the button in hero, we tested body with images versus no images and we tested a more human-oriented image for the background of the hero – the big win was getting an offer (CTA) into the hero and injecting some clear action in that key area. We found that the more human touch on hero image didn’t help and we also found that whether we had thumbnail images or not in the body content didn’t have meaningful impact on response/conversion.
- As SAP started to leverage more pictograms, questions started to pour in about what works best, pictograms or photographic images. Par for the data-driven course, we put the question to test. Photographic images have been driving more response consistently across tests from various geographies.
- The ultimate test is one that yields great gains with very little cost. SAP is always searching out quick wins and low hanging fruit. In this example, a simple copy change that leverages the word “download” – which reinforces a “tangible” resource that will always be accessible – helped drive 47% gains in the related lead form submission rate.
- CTAs are often the keys to the conversion, so in our testing efforts we sought what the impact would be to make them easier to find – the result was 7% more clicks, which – when factoring in the snowball effect of syndicating out the result across thousands of pages and dozens of country websites, has profound impact on overall business value.
- SAP has a mix of content offers that are gated (behind registration) and not gated (freely available). The organization though it would be useful to give site visitors some visual distinction as to what requires registration. We decided to test this and see what the impact was on our lead generation efforts and we found that the visual cues actually suppressed registration rates – the theory in hindsight was that the distinctions fueled more efforts to “seek out” the free stuff.
- Anyone can test – BUT when the org is EDUCATED and MOTIVATED to PULL testing throughout vs. Test Lab trying to PUSH testing uphill – the result is success.