building foundations for a successful multivariate testing strategy n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
Building foundations for a successful multivariate testing strategy PowerPoint Presentation
Download Presentation
Building foundations for a successful multivariate testing strategy

Loading in 2 Seconds...

play fullscreen
1 / 33

Building foundations for a successful multivariate testing strategy - PowerPoint PPT Presentation


  • 174 Views
  • Uploaded on

Building foundations for a successful multivariate testing strategy. Maria Murphy User Experience Manager Michael Schirrmacher UK Sales Director, Webtrends Webtrends | Nov 2012. # WTistrategy. Why should we Optimize?. #1 . Improve Customer Experience

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Building foundations for a successful multivariate testing strategy' - soleil


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
building foundations for a successful multivariate testing strategy

Building foundations for a successful multivariate testing strategy

Maria Murphy

User Experience Manager

Michael Schirrmacher

UK Sales Director, Webtrends

Webtrends | Nov 2012

why should we optimize
Why should we Optimize?

#1. Improve Customer Experience

#2. Improve Conversion & Revenue

#3. Deepen Visitor Engagement

where do i start
Where do I start?

Analytics

Optimization

Identify and quantify opportunities through insight

Test, segment and target to improve performance

optimization maturity model
Optimization Maturity Model

“Walk” Phase

“Crawl ” Phase

“Run” Phase

Operational Reporting

multivariate test1
Multivariate Test

Control

Challenger

£

multivariate test2

+£3.2m

Lift in special offers sales in UK

Multivariate Test
maria murphy

Web optimization & MVT

Realizing the value for your business

User Experience Manager

Maria MurphY
introducing rakuten s play com
Introducing Rakuten’s Play.com
  • Founded 1998
  • Acquired October, 2011
  • Over 15 million total customers
  • Over 370,000 Facebook fans
  • 5 million visits, 33 million page views weekly
  • Over 27.5 million items listed
  • Over 3,000 Marketplace Merchants
  • Over 40% Marketplace growth year over year
what mvt can do
What MVT can do

MVT can optimize

  • Design & styles
  • Page layout
  • Manipulate display
  • Inject new content
  • Redirect URLs
  • Change journeys
  • More...
what mvt can t do
What MVT can’t do

MVT can’t replace IT

Strategic initiatives

Complex queries

managing mvt
Managing MVT

Structuring MVT

  • Nominate 1-2 people to lead MVT
  • Involve & communicate with IT
  • Discuss MVT activities within marketing team & design teams
  • Share roadmap & results with the MVT team

Spreading the word

  • Set up an MVT email address
  • Share results
  • Present findings to high-level stakeholders
  • Run seminars

Feed the Optimization Roadmap

Optimization

Roadmap

our approach
Our Approach

Engage!

  • Weekly calls are an important part of the service
  • Invest time in planning and preparing
  • Build your own roadmap of ideas
  • Use your Optimization consultant
  • Follow-through

Commitment

  • Plan your test
  • Approve your test
  • Test your test
  • Understand your results
  • Implement

Realise the value!

Implement

& earn!

login page1
Login Page

07/2011

login page2
Login Page

The Sign In page is a key page in the funnel and currently includes some non-vital elements on the page as well as omitting some details which could enhance conversion to next step. It therefore presents a very good testing opportunity.

mvt login page1
MVT – Login Page

Login - optimal

Basket

Delivery options

  • Traffic Directly from Basket
  • +4.32% lift in visitors reaching delivery options page
  • +5.94% lift in visitors reaching the Create Account page
mvt login page2
MVT – Login Page

Login - optimal

Not from basket

Delivery options

Check account

Check orders

Traffic not Directly from Basket:

+32.79% lift in visitors reaching the Create Account page

Create new customers

order confirmation page1
Order Confirmation Page

Hypothesis: By making it easier for users to have a final check on their delivery address, card details and basket items and by making the call to action more impactful, conversion to confirmation will increase.

order confirmation page2
Order Confirmation Page

Optimal

+2.11%

Lift in

confirmations

Sometimes the simplest things give the biggest results

Large “Confirm order’ buttons generated a + 2.11% lift

Redesigning the page to use a small order summary box at the top right hand corner had a significantly negative impact on orders

conclusion
Conclusion

Do’s

  • Build understanding of the capabilities of your optimization tool.
  • Resource the optimization function
  • Preach the value of tests and results
  • Engage with your optimization provider
  • Plan your optimization programme
  • Commit time to ensure ROI
  • Don’t underestimate the value it can add
  • Don’t under-invest

Don’ts

thank you

Maria.murphy@play.com

MVT

Maria MurphY

Questions

Thank you