Optimizely Customer Showcase - Bing Ads
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This document outlines Erin Zefkeles' process for A/B testing marketing campaigns at her company. She leads a core testing team of 3 people who review competitor sites, gather ideas from partners, and prioritize tests based on potential impact. Smaller markets are tested first for quick wins. Assumptions are verified with reality checks, and tests aim to solve business problems or improve customer experience. The process is nimble, with quick updates made based on customer feedback. Tests have resulted in up to 40% reduced expenses and more customer engagement on landing pages. Erin advocates for using Optimizely for small changes, coming up with a plan, being willing to make mistakes, continually testing and refining, and understanding how
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Optimizely Customer Showcase - Bing Ads
- 1. Erin Zefkeles | @ErinZef | Global Online Marketing Manager
- 3. A/B Testing on Our Campaigns Fixed design & branding webpage template Resource constrained Optimizely & competitor product available for us Core Testing Team of 3 @ErinZef
- 4. Review competitor sites & our personal favorites sites Monthly call for ideas from partner teams Compiled list on SharePoint for people to add to Review how much time each test will take Prioritize based on country size & business impact Ideation Process @ErinZef
- 5. Smaller markets = quick wins, fast to implement Review & Selection @ErinZef
- 6. we got a 10% lift or more in visitors moving on in the process by testing CTA messages Submit vs Real world example: Test & Refine….
- 7. Review & Selection of testing ideas for bigger countries
- 9. NO Test your assumptions you’ll likely be surprised by the answer!
- 10. Assumption: visitors prefer a visually appealing page with imagery Reality Check: It depends, results differed by browser type, audience and market Image vs. No Image Original Main Image w/Simple Text No Image @ErinZef
- 11. Small quick wins, fast to implement Verify our assumptions Look to solve current business problems Review & Selection @ErinZef
- 12. BUSINESS CHALLENGE: @ErinZef @BingAds Significant number of fraudulent requests for coupon
- 13. Concern #1: Prevent fraudulent submissions impacting testing results Concern #2: Deter fraudulent submissions all together @ErinZef
- 14. Concern #1: Prevent fraudulent submissions impacting testing results Concern #2: Deter fraudulent submissions all together – redirect? @ErinZef
- 15. Small quick wins, fast to implement Verify our assumptions Look to solve current business problems Innovate Review & Selection Launch - Test - Analyze - Refine - Test - Grow @ErinZef
- 16. Nimble Taking quick action on customer feedback Customer posted concern on Facebook Determined landing page could be updated to avoid similar dissatisfaction Went into Optimizely and immediately updated the page Took minutes to improve the customer experience & help avoid negative PR online @ErinZef
- 17. Improved customer EXPERIENCE Business Impact Reduced Expenses 40% Up to more engagement with our landing pages @ErinZef
- 18. Take Note ◊ Use Optimizely for the small changes pending in your web team’s queue ◊ Come up with plan ◊ Be willing to make mistakes ◊ Test, refine & test again! ◊ Understand your funnel – what impact your test has during each phase ◊ It’s so easy! If you don’t try how will you determine what works? @ErinZef
Notas del editor
- We started using Optimizely early last year and saw great results by testing the small stuff.
- Brainstorm: What pages do we love? How can we incorporate they’re features & test the impact?
- For example….
- Highlight Continuous testing – compounding interest – continual increase (graph – slowing lift of one vs. another)
- Quick wins as well as larger strategies….. However when I wanted to push the team for larger more creative ideas I asked them what Sheldon from the Bing Band Theory would ask……
- Sheldon ADD: quotation marks on the top left
- Don’t assume your customers share your assumptions. Recently forrester came out with a stat that said 50% of sales don’t happen because customers can’t find what they’re looking for. That leads me to believe that what we’re providing to customers isn’t what they’re seeking. If you’re just starting with testing, step back and think to yourself what is one of the most simplistic assumption we’ve made, then try a quick A/B test to validate it’s correct.
- Reality Check: It depends, results differed by browser type, audience and market In UK – it varied by Browser – Chrome users preferred no image, while the other browsers where inconclusive In FR – all browsers, preferred Speaking to customers in a way they understand has helped us make drastic improvement (“Market Share” = SMB confusion) --- Keep it short & sweet Move coupon form above the fold by reducing text
- Quick wins, What’s our biggest assumption? This could be a simple as a CTA button or as complicated as a web scheme and navigation What is a current business problem?
- CTA button – large fraud – identified that traffic from India and Turkey drove the highest fraudulent requests
- “Get started today” outperforms “Request a coupon” Possibility to differentiate UK Geolocation from the potential fraudulent ones Geo-location based on country --
- After launching our tests, completing a post-analysis, then it’s all about analyzing, testing, and refining again
- Helps our KPIs but also allows us to be Nimble – not wait weeks for a change. Low priority small changes in web teams queue could be Web teams queue business days to make adjustments to a web page, preventing quick action to be taken based on customer feedback. on Facebook he didn’t receive a coupon Investigated & learned he was an existing customer, the coupon was offered only to new customers after investigating determined landing page could be updated to better set expectations Webpage needed to be updated to highlight it offer was only for new customers Went to Optimizely, within minutes updated the webpage to include “for new customers only” Took minutes instead of a day or two to improve the customer experience & help avoid negative PR online.
- if you have a three step funnel, analysis what impact the landing page has to each step Have a landing page that is rock solid you’ve already tested it and it works like a charm – still put the Optimizely script on there – if your web team can’t get around to changing something same day then you can quickly go into Optimizely and make the small content change while it’s in your web teams queue Launch - Test - Analyze - Refine - Test - Grow You can launch a quick test in minutes, it’s better than no test at all.