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Miva Merchant AB Test Using Google Website Optimizer
- 1. www.infotech-enterprises.com
Digital Marketing
A/B Testing with Website Optimizer
Contact Name: Gopikrishna G
Online Marketing Manager
Infotech Enterprises Information Technology Services Pvt. Ltd.
Mobile: 92999 93378
Direct: 040-67341721
E-Mail: gopi.garipalli@infotech-enterprises.com
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 2. Overview
www.infotech-enterprises.com
About Infotech Enterprises Group
What is A/B Testing?
Planning your experiment
Why You Should be A/B Testing
Real World Examples
Introduction to Google Website Optimizer
Real Test Using Miva Merchant
Tools to Measure.
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 3. Infotech Enterprises Group
www.infotech-enterprises.com
Global Organization 1 Strong revenue growth Revenue more than 2
30 Locations, 21 nationalities, 40% doubles in last 10 quarters
equity owned by FIIs
Infotech Group
100
Recognized for 90
creating 80
70
customer & Infotech Enterprises Ltd 60
employee value
50
Infotech Enterprises GmbH 40
Infotech Enterprises Europe Ltd
30
20
Infotech Enterprises America Inc
10
End-to-end 0
business Infotech Enterprises IT Services Pvt Ltd Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
10 10 10 10 11 11 11 11 12 12 12
transformation Infotech Geospatial (India) Ltd
player Operating Revenue in USD Million
Profitable operations even during 3 Vision 4
economic crisis Delivering innovative solutions together for
Global Delivery
a better future
Model leverage
25.00%
Stable Partner 20.00%
15.00%
10.00%
Respected
corporate 5.00%
citizen 0.00%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
10 10 10 10 11 11 11 11 12 12 12
Operating Margin
Founded in 1991 | 9200+ People | 30 Locations & 7 GDCs | $ 261 M Revenue | Public & Listed
Top - 25 Indian IT Companies | Forbes 200 under a Billion | CMMi Level 5 | ISO 27001 | ISO 9001:2000
Retail | CPG | Logistics | Finance | Telecomproperty of their respective owners |Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
All logos, trademarks, trade names and graphics used herein are the | Government © Aerospace | Rail | Automotive | Marine
- 4. Global Company with Local Ownership
www.infotech-enterprises.com
Stavanger
Breda
Gothenburg
London
Montreal
Minneapolis Leonberg
Bristol
E. Hartford Paris
Peoria
San Jose Sterling Tokyo
Noida
Paragould Tupelo Dubai
Jackson Hyderabad
Mumbai
Vizag
Puerto Rico Bangalore Kuala Lumpur
9,200+ Kakinada Singapore
Global
Workforce
21+ Sydney Auckland
Nationalities Melbourne
Global Delivery Centers
30 Relationship Management
Offices
Global 4
Locations All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 5. Marquee Customers in all Focus Industries
www.infotech-enterprises.com
Retail
CPG
Aerospace & Defense
Telecom
Transportation
Heavy Equipment
Content Engineering
Utilities
HiTech
Energy
Consumer & Medical
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 6. Mission
www.infotech-enterprises.com
Infotech IT MISSION
Create business value for customers through IT services and solutions
combining technology, quality, global delivery and industry expertise
Exclusive Focus on Retail / CPG/ Logistics – comprehensive services that
help companies achieve best results
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 7. Depth and Breadth of Service Offerings
www.infotech-enterprises.com
Consulting Services Package based Service Delivery
Business Process ADMS Services SaaS delivery
SERVICES
Optimization ITIL Based Managed JDA implementations & On premises
GDSN services Rollouts Dual Shore Delivery
MDM / PIM / EDI Testing SAP Rollouts Model
Reengineering Managed Services
Data Cleansing BI / DW
BUSINESS TRANSFORMATION SERVICES
Supply Chain (MOVE) Buying Solutions (BUY) Analytics
Integrated Demand & Replenishment Planning Item Management (GDSN)
BUSINESS DOMAINS
DC & Warehouse Management Product Information Business
Logistics Management (3PL, 4PL) Management (PIM) Geographics
Order Management Vendor Managed Sales Analysis
Fleet Management Inventory (VMI) Inventory
Analysis
Vendor Analysis
Merchandising In Store (SELL) Support Solutions Customer
(PLAN) Multi Channel Retailing Web-enablement Analysis
Demand Planning Custom Point of Sale E-Commerce Macro-profiling
Category Planning Inventory Management EDI
Space Planning Traffic Counting & Web Forms
Assortment Management
Planning
Price Planning
Integrated Service Provider
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 8. IT Services Overview
www.infotech-enterprises.com
Capability & Capacity Facets
Matured Global IT Player
Around 1500 + skilled resources
Highly experienced across
Certified technology and management resources multiple technologies
Successfully Executed more than 1000 projects
Focus on Innovation and
Multi skilled in all major Technologies Value Creation
Ability to quickly scale up operations in short time
High resource retention rate
Customer delight; indicated
Service offerings by long term partnerships
Technology Competency
Centers
Key Technology Platforms
Click on the Service Offering for more details
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 9. Value Generation through long term Relationships
www.infotech-enterprises.com
• A leading retailer outsourced development, maintenance and quality assurance of a critical application to
Infotech rather than to eastern Europe
• SAP rollout projects of a global retailer executed in onsite-offshore model reduced costs & resource ramp-up
time by 50%
• A specialty retailer of UK outsourced management of online channel IT systems to cut post-acquisition costs
• A global consumer products leader realized cumulative savings of more than 50% through increasing
cooperation in established competency areas
• A fortune 100 organization with diverse IT needs, engaged in a long term SLA have saved to the tune of
USD 200 million over 5 years
• Providing India’s only cloud based Global Data Synchronization platform for MDM for the Retail and Supply
Chain verticals
Indicative Clients Strategic Partners
Memberships
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 10. Customer Focused Processes to Ensure
Predictability and Reliability www.infotech-enterprises.com
Training &
Agile
Developme
Capacity
Customer nt
Infrastructu
re
Right Mix Project
(Roles, Domain) Management
Office
Right State-of-the-
Mindset Art Design
Tools
Quality Controls,
Management Compliance
System Certified and ,
Audited IP Security
Processes
SEI
ISO ISO AS ISO IMC IRIS
CMMi
9001:2008 27001 9100 C 13485 RBNQ Rev 2
Level 5
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved 10
- 11. What is A/B Testing?
www.infotech-enterprises.com
Also called split testing
Complicated: Testing a baseline control sample with a variety
of single-variable tests to improve conversion rates.
Easy: Testing two different versions of a page to see which
one converts better.
Eg: Original vs. Variation
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 12. What is A/B Testing?
www.infotech-enterprises.com
3 Parts to Any A/B test
1. Original Page (A)
2. Variation Page (B)
3. Conversion Page
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 13. What is A/B Testing?
www.infotech-enterprises.com
Other Types of Testing:
1. Original Page (A)
2. Variation Page (B)
3. Variation Page (C)
4. Variation Page (D)
5. Variation Page (E)
6. Variation Page (F)
7. Conversion Page
Multivariate Testing – Testing multiple
changes on the SAME page
Button Colors
Headlines
Placement of Calls to Action
Images
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 14. Planning your experiment
www.infotech-enterprises.com
1. Choose your test page
2. Choose your conversion page
3. Choose the right type of test for you
4. Select content to test
5. Create content variations to test (multivariate testing only) or (A/B
testing only)
6. Decide how much traffic you want in your experiment
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 15. Why you should be A/B testing
www.infotech-enterprises.com
Data Driven Decisions
Ideas / Content
Design Layout
Images
Color Combinations
Developers
It will Increase your conversion rate!
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 16. Examples: A/B Testing – Layout Variation
www.infotech-enterprises.com
A B
A
(Step by Step)
(Side by Side)
A North American e-tailer
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 17. Examples: A/B Testing - Application Form Testing
www.infotech-enterprises.com
A B
A Banking company
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 18. Examples: A/B Testing – Call to Action Button Testing
www.infotech-enterprises.com
A B
A Insurance company
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 19. Examples: A/B Testing - Color Variation
www.infotech-enterprises.com
A B
A North American e-tailer
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 20. What Should You Test?
www.infotech-enterprises.com
Different Category/Product Page Layouts
Checkout Variations
Alternate Payment Methods
New Features
Promotions
This allows us to use these different URLs in Google Website Optimizer
Original:
ww.myonlinestore.com/parent-category/category-code1.htm
Variations:
ww.myonlinestore.com/parent-category/category-code2.htm
ww.myonlinestore.com/parent-category/category-code3.htm
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 21. What is Google Website Optimizer?
www.infotech-enterprises.com
Free Tool from Google
Allows you to easily perform A/B tests
on your website.
Track Results and make data driven
decisions
Increase your conversion rates
Use your same Google Account Login
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 22. Our Test Experiment
www.infotech-enterprises.com
Question: Which Layout, Color combinations and Images drive more conversions?
Original: Red color and Side by Side layout.
Challenge : Miva Merchant Supports? If so how much technical hours required?
A B
A North American e-tailer
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 23. Google Website Optimizer Walk-Thru
www.infotech-enterprises.com
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 24. Google Website Optimizer Walk-Thru (A/B Checklist)
www.infotech-enterprises.com
A/B
Experiment
Multivariate
Experiment
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 25. Google Website Optimizer Walk-Thru
www.infotech-enterprises.com
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 26. How to Create Page Variations in Miva Merchant?
www.infotech-enterprises.com
<mvt:if expr="ISNULL l.settings:product:code"> (Product vs. Category
Verification)
<mvt:if expr=" ( '|'$l.settings:category:code$'|' ) IN '|Original-
Category-Code|'“>
<mvt:elseif expr=" ( '|'$l.settings:category:code$'|' ) EQ
'|Variation-Category-Code|'">">
</mvt:if> (Closure of category comparison)
</mvt:if> (Closure of Product vs. Category Verification)
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 27. MIVA Merchant Steps
www.infotech-enterprises.com
Edit Category Display
then Product Display Layout
Add the conditional statement as below
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 28. Head Tag Conditional Statement
www.infotech-enterprises.com
<mvt:if expr="ISNULL l.settings:product:code"> (product level filter)
<mvt:if expr=" ( '|'$l.settings:category:code$'|' ) IN '|Original-
Category-Code|'“>
// control script goes here
<mvt:elseif expr=" ( '|'$l.settings:category:code$'|' ) EQ
'|Variation-Category-Code|'">"> (Variation category level
filter)
// Variation tracking code goes here
</mvt:if> (Closure of category comparison)
</mvt:if> (Closure of product level comparison)
ww.myonlinestore.com/thankyou.htm
// conversion tracking code goes here
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 29. Validate Your Pages, Start The Test!
www.infotech-enterprises.com
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 30. View Results in Google Website Optimizer
www.infotech-enterprises.com
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 31. Additional Resources
www.infotech-enterprises.com
http://websiteoptimizer.blogspot.in/
http://blog.kissmetrics.com/guide-google-website-optimizer/
https://www.google.com/analytics/siteopt/siteopt/help/calculator.html
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2404033
http://www.mivamerchant.com/blog
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 32. www.infotech-enterprises.com
Creating Business Impact
Providing Expert Solutions
Delivering Quality Consistently
Building Partnerships Globally
Infotech Enterprises IT Services Pvt Ltd (Infotech IT) Thank You
(A wholly owned subsidiary of Infotech Enterprises Ltd)
42, Nagarjuna Hills, Panjagutta, Hyderabad – 500082
Andhra Pradesh, India.
Website: www.infotechitservices.com
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
- 33. www.infotech-enterprises.com
THANK YOU
All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved