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Test & Target: The assumption ends here…
An Online perspective
2nd of November 2010
Mattijn Duinhoven
Agenda
 Background
 Test & Target @ Online
 Conversion insights
 Questions
2nd of November 2010 2 of 16Total Optimisat...
Background
• Online is one of the oldest Internet companies in The Netherlands. (launched in 1994, at that
time, known as ...
Background
• Within Online there’s a dedicated team for the website online.nl
• Mission of this team is to create the best...
Agenda
 Background
 Test & Target @ Online
 Conversion insights
 Questions
2nd of November 2010 5 of 16Total Optimisat...
Test & Target @ Online
1. Look before you leap!
2. Test & Target: it’s a Strategy
3. The team; introducing a NKOTB
4. It’s...
Agenda
 Background
 Test & Target @ Online
 Conversion insights
 Questions
2nd of November 2010 8 of 16Total Optimisat...
Conversion Insights
• We’ve done 6 tests in a 5 month period and formulated hypotheses for 9 tests (yes, 3 tests are
still...
Conversion Insights
Case 1: Background
• Objective: Improve landingpage and increase CTR to orderform
• Method: Expert rev...
Conversion Insights
Case 1: Example of landingpage
2nd of November 2010 11 of 16Total Optimisation - Amsterdam
Conversion Insights
Case 1: Feedback from expert review
• The most important feedback from the expert:
a) Using faces draw...
Conversion Insights
Case 1: Hypothesis
Adding a visual of a face with eyes looking in the
direction of the ‘call to action...
Conversion Insights
Case 1: The Results
> 10% uplift in
CTR to order
form
2nd of November 2010 14 of 16Total Optimisation ...
Agenda
 Background
 Test & Target @ Online
 Conversion insights
 Questions
2nd of November 2010 15 of 16Total Optimisa...
Questions
Mattijn Duinhoven
mattijn.duinhoven@is.online.nl
+31 (0)6 39 11 46 51
2nd of November 2010 16 of 16Total Optimis...
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Test target the assumption ends here

  1. 1. Test & Target: The assumption ends here… An Online perspective 2nd of November 2010 Mattijn Duinhoven
  2. 2. Agenda  Background  Test & Target @ Online  Conversion insights  Questions 2nd of November 2010 2 of 16Total Optimisation - Amsterdam
  3. 3. Background • Online is one of the oldest Internet companies in The Netherlands. (launched in 1994, at that time, known as ‘Euronet Internet’) • Online offers internet access, telephony and television. • In 2007 ‘Orange’ was acquired by T-Mobile, renaming the fixed business to ‘Online’ in 2008 • Online serves around 300.000 customers daily 2nd of November 2010 3 of 16Total Optimisation - Amsterdam
  4. 4. Background • Within Online there’s a dedicated team for the website online.nl • Mission of this team is to create the best possible Online Customer Experience (OCE) • A vital part of the OCE is a continuous process to improve the customer experience by means Multivariate / A/B Testing • The MVT solution is used in our day-to-day business to optimize website performance by influencing customer behavior, check functionalities and gain knowledge on our customers 2nd of November 2010 4 of 16Total Optimisation - Amsterdam
  5. 5. Agenda  Background  Test & Target @ Online  Conversion insights  Questions 2nd of November 2010 5 of 16Total Optimisation - Amsterdam
  6. 6. Test & Target @ Online 1. Look before you leap! 2. Test & Target: it’s a Strategy 3. The team; introducing a NKOTB 4. It’s time for a process 5. All tests are successful 2nd of November 2010 7 of 16Total Optimisation - Amsterdam
  7. 7. Agenda  Background  Test & Target @ Online  Conversion insights  Questions 2nd of November 2010 8 of 16Total Optimisation - Amsterdam
  8. 8. Conversion Insights • We’ve done 6 tests in a 5 month period and formulated hypotheses for 9 tests (yes, 3 tests are still under construction) • It’s safe to say that it’s realistic to perform 1 to 2 tests per month (of course heavily depending on the amount of traffic of your website) • In those months most time was spent on debating on the execution of the test instead of debating the actual outcome • Here are some things we found during the tests 2nd of November 2010 9 of 16Total Optimisation - Amsterdam
  9. 9. Conversion Insights Case 1: Background • Objective: Improve landingpage and increase CTR to orderform • Method: Expert review (cognitive psychologist) Test & Target Let’s get to work……….. 2nd of November 2010 10 of 16Total Optimisation - Amsterdam
  10. 10. Conversion Insights Case 1: Example of landingpage 2nd of November 2010 11 of 16Total Optimisation - Amsterdam
  11. 11. Conversion Insights Case 1: Feedback from expert review • The most important feedback from the expert: a) Using faces draws attention b) People are inclined to look in the same direction as the direction the eyes of the depicted person are looking at c) We’re giving away a free modem but this is hardly visible (just in text) . It’s an easy one to miss 1 2 2nd of November 2010 12 of 16Total Optimisation - Amsterdam
  12. 12. Conversion Insights Case 1: Hypothesis Adding a visual of a face with eyes looking in the direction of the ‘call to action’ creates an uplift in CTR 1 By using a visual of the free product a visitor might be more motivated to actually buy 2 2nd of November 2010 13 of 16Total Optimisation - Amsterdam
  13. 13. Conversion Insights Case 1: The Results > 10% uplift in CTR to order form 2nd of November 2010 14 of 16Total Optimisation - Amsterdam
  14. 14. Agenda  Background  Test & Target @ Online  Conversion insights  Questions 2nd of November 2010 15 of 16Total Optimisation - Amsterdam
  15. 15. Questions Mattijn Duinhoven mattijn.duinhoven@is.online.nl +31 (0)6 39 11 46 51 2nd of November 2010 16 of 16Total Optimisation - Amsterdam

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