Optimize your web & mobile sites with Analytics & A/B Testing

Optimize your web & mobile sites with
Analytics and A/B Testing
April 7th, 2016
Solutions Engineer
Optimizely
Marius Kremeyer Veronique Combaud
Product & Partnership Manager
AT Internet

Veronique Combaud
Veronique.Combaud@atinternet.com
Your presenters for today
Marius Kremeyer
Solutions Engineer
marius@optimizely.com

- Duration: 45 Minutes
- Ask questions at any time
- Use the question panel
- We will answer qs at the end
- Slides & recording will be
sent out after the webinar
Housekeeping

AT Internet & Optimizely introduction
Fundamentals:
How to use analytics to discover the weak spots on your website
Hypothesis generation to start AB testing
Use cases: media & e-commerce
How to integrate AT Internet and Optimizely in one click
Q&A
Our program for Today

Digital Intelligence SolutionsDigital Intelligence Solutions
INTRODUCTION
OPTIMIZELY & AT INTERNET

Digital Intelligence Solutions
INTRODUCTION
55%
of business leaders consider that the
analysis of analytics data helps to
bring new revenue sources to the
company.
Source : international study KPMG and The Economist Intelligence Unit (2014)

INTRODUCTION
97%
of marketers think A/B testing is useful or
even essential for 59% of them.
Source : Converteo & Fevad on 250 companies in France

98% of respondents state optimization is valuableto their success
Source: Optimization Benchmark Report, 2015
INTRODUCTION

Which of the following inform your optimization strategy?
Source: Optimization Benchmark Report, 2015
INTRODUCTION

INTRODUCTION
AMELIORER LEUR PERFORMANCE
Helping companies to
IMPROVE THEIR
PERFORMANCE
by TURNING
DATA INTO VALUE
AT Internet & Optimizely are

AT INTERNET
ANALYTICS SUITE

AT INTERNET
OUR CLIENTS ARE MARKET LEADERS
TRAVELE-COMMERCEFINANCE GOVERNMENTINDUSTRYMEDIA

Optimizely enables you to…
Create alternative variations of your homepage, product -
or landing pages with easeand run A/B- and Multivariate
Tests.
Target specific audiences such as: New vs. returning, Geo-
Location, Ad-Campaign, URL, Cookie etc.
Understand the impact of your tests through
analytics
Connect the essential data from visitor
behavior, 1st-party and3rd-party sources for
even more insights.

10,000
Adobe
GWO
VWO
SiteSpect
Monetate
Maxymiser
Qubit
2,000
0
4,000
6,000
8,000
Optimizely
Source: BuiltWith
Numberofsites
Optimizely is the market leader in Experience Optimization

Over 6.000 businesses optimize with Optimizely

FUNDAMENTALS
3 STEPS TO START

3 STEPS
TO START

USE CASES
MEDIA & E-COMMERCE

1ST USE CASE: MEDIA
Analyse your website
Detect pain points
Build hypothesis & test

STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET
PLATFORM

STEP 2: … AND DETECT PAIN POINTS

STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problem:
› Not enough visitors are (re) engaging and reading our articles
Potential Solution:
› Make newsletter sign-up more prominent
Hypothesis:
› By placing a more explicit CTA in the left corner of the homepage, more visitors will see
and sign up for our newsletter. A newsletter is a great way to re-engage our readers.

STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How can we get more people to sign up for the newsletter?
Original Variation in Optimizely

Problem:
› The number of premium stories viewed and bought has decreased by 10%
Potential Solution:
› Improve our default subscription page
Hypothesis:
› By adding images for the subscription packages, visitors will find the offering more
appealing and thus a higher percentage of visitors will convert vs. the page without
images.

Original
What would help more people subscribe to premium content?
Variation in Optimizely

2ND USE CASE: E-COMMERCE
Analyse your website
Detect pain points
Build hypothesis & tests

Problems:
› Sales from discounts have decreased 30%
Potential Solution:
› Making the “Sales & Offers” element more prominent
Hypothesis:
› By moving the “Sales & Offers” element in the navigation to the left and highlighting the
text, more people will notice it, and we will see an increase in sales from discounts.

How do we get more visitors to purchase discounted items?
Original Variations in Optimizely

Problems:
› Orders from repeat buyers have decreased by 19%
Potential Solution:
› Create a buying incentive for repeat visitors
Hypothesis:
› By adding a prominent lightbox with a personalized greeting & discount for repeat visitors,
we will increase the likelihood that this group orders again.

How can we increase purchases from returning visitors?
Original Variation in Optimizely

STEP 2: ANALYSE YOUR KPIS WITH YOUR AT INTERNET
PLATFORM

STEP 3: CREATE A HYPOTHESIS FOR A MOBILE A/B TEST
Problems:
› App Pageviews have decreased by 15%
Potential Solution:
› Adding a “Like”-Functionality to
Hypothesis:
› Some users might not be ready to purchase an item, but would like to indicate preference
and continue later. By adding a soft CTA, “Like”, more users will engage with the app.

Original
What would help more people engage with our app?

Original
What would help more people engage with our app?
Results:
- 10% more
engagement in
variation with Like-
Button
- 9% more
merchandise
requests in
variation with Like-
Button

INTERCONNECTIONINTERCONNECTION
How to start?

PARTNERSHIP
✓ Reduce tracking implementation time in one click
✓ Consolidate all data for global analyses and data interpretation
PRINCIPLES & BENEFITS

1. SET UP A TEST
OPTIMIZELY INTERFACE

2. AT Internet Tag
ACTIVATE CONNECTION IN ONE CLICK

2. AT INTERNET TAG
ACTIVATE CONNECTION IN ONE CLICK

3. ANALYSE A/B TEST IN OPTIMIZELY
› Optimizely will indicate the « Winner variation » according to the goals specified for the test
› But is it also the winner according your most important website objectives and KPIs?
GET AN OVERVIEW OF HOW THE DIFFERENT VARIATIONS PERFORM IN OPTIMIZELY

4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE
FOCUS ON A SPECIFIC POPULATION
website segment
➔ Sources
➔ Conversions
➔ Navigation
➔ Retention
➔ Etc...
➔ Sources
➔ Conversions
➔ Navigation
➔ Retention
➔ Etc...
Ex: Have seen the
variation A

SEGMENTATION IN DATA QUERY

Variation #1 Variation #2
CREATE YOUR OWN VISUALISATION IN OUR DASHBOARD APP

SUMMARY
› Make careful changes to user experiences while
collecting data on the results
› Validate your test upon KPIs and track the entire
customer journey for each Optimizely variation
visitor
› Ensure there is no deterioration of your main or
secondary objectives
› Continually improve a given experience like
conversion rate over time
A POWERFUL INTEGRATION

Veronique Combaud
Veronique.Combaud@atinternet.com
Thank you!
Marius Kremeyer
Solutions Engineer
marius@optimizely.com

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Optimize your web & mobile sites with Analytics & A/B Testing

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