More Related Content Similar to Eworks WSI Cyprus online testing oct 2010 (20) More from EworksWSI Cyprus (14) Eworks WSI Cyprus online testing oct 20102. AGENDA
ā¢ WhatĀ isĀ OnlineĀ Testing?
What is Online Testing?
ā¢ HowĀ isĀ itĀ working?
ā¢ VariablesĀ ofĀ Success
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ā¢ CaseĀ Studies
ā¢ ConversionĀ OptimizationĀ Consulting
3. WhatĀ isĀ OnlineĀ Testing?
OnlineĀ TestingĀ (OL)Ā Definition:
Online Testing (OL) Definition:
InĀ aĀ nutshell,Ā onlineĀ testingĀ
involvesĀ testingĀ oneĀ orĀ moreĀ
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variableĀ fromĀ aĀ webpageĀ toĀ
identifyĀ whichĀ onesĀ canĀ createĀ aĀ
positiveĀ differenceĀ inĀ theĀ
conversion.Ā
TheĀ winningĀ variableĀ thenĀ
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becomesĀ theĀ control,Ā orĀ benchĀ
mark,Ā whichĀ futureĀ onesĀ areĀ
mark which future ones are
measuredĀ against.
5. CategoriesĀ ofĀ OnlineĀ Testing
ā¢ A/BĀ test,Ā SplitĀ test
/ , p ā¢ MVTĀ āMultivariableĀ test
PageĀ 1:Ā ControlĀ (theĀ original) PageĀ 1:Ā ControlĀ (theĀ original)
SUBSCRIBEĀ
SUBSCRIBE
NOW
SENDĀ MEĀ THEĀ FREEĀ
GUIDEĀ NOW
PageĀ 2:Ā TestĀ page PageĀ 2:Ā TestĀ page
SENDĀ MEĀ
SENDĀ MEĀ THEĀ FREEĀ THEĀ INFO
GUIDEĀ NOW
GUIDE NOW
6. TimeĀ neededĀ forĀ testing?
LONGERĀ TestĀ Period SHORTER TestĀ Period
#Ā ofĀ AlternativesĀ /Ā MoreĀ (MVT) LessĀ (A/B)
Variables
Difference inĀ Results Lesser Greater
TrafficĀ Volume Less More
Confidence Level HigherĀ >Ā 90% LowerĀ <Ā 90%
100 conversions
10. Risks?Ā WhatĀ Risks?
ā¢ All Test Types are not
AllĀ TestĀ TypesĀ areĀ notĀ
Equal
ā¢ ComparingĀ &Ā ContrastingĀ
A/BĀ andĀ MVT
A/B d MVT
ā¢ TheĀ RiskĀ ofĀ theĀ EndlessĀ
Test
11. KEY principlesĀ forĀ onlineĀ tests
TestĀ Methodology
ā IsĀ AĀ ProcessĀ !
ā SingleĀ VariableĀ TestĀ Formula
ā¢ The most important tool for performing a useful experiment
TheĀ mostĀ importantĀ toolĀ forĀ performingĀ aĀ usefulĀ experiment.Ā
ā TheĀ (relevant)Ā AcademicĀ Vocabulary
ā¢ ThereĀ areĀ Concepts,Ā Terminology,Ā DifferencesĀ betweenĀ Variable
ā¢ UnderstandĀ andĀ UseĀ themĀ Properly
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ā TestĀ Protocol
ā¢ UseĀ properĀ toolĀ organizesĀ eachĀ stageĀ ofĀ theĀ testĀ processĀ andĀ
automaticallyĀ calculatesĀ allĀ ofĀ theĀ keyĀ equations.
12. KEY principlesĀ forĀ onlineĀ tests
TestĀ Validity
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ā¢ UnderstandingĀ ofĀ validityĀ principles,Ā soĀ thatĀ youĀ canĀ beĀ
confidentĀ inĀ theĀ resultsĀ ofĀ yourĀ test.
ā TheĀ ThreatsĀ toĀ TestĀ Validity
ā¢ "historyĀ effect",Ā
ā¢ "instrumentation error"
"instrumentationĀ error"
ā¢ "sampleĀ distortionā
ā The Sample Size Validity
TheĀ SampleĀ SizeĀ Validity
ā¢ TheĀ keyĀ mathematicalĀ equationsĀ forĀ determiningĀ testĀ
size.
ā TheĀ ValidityĀ Formula
13. KEY principlesĀ forĀ onlineĀ tests
TestĀ Planning
ā¢ WhichĀ variablesĀ toĀ test?Ā
ā KnowingĀ whatĀ toĀ testĀ isĀ asĀ importantĀ asĀ knowingĀ howĀ toĀ test.Ā
ā TheĀ OptimizationĀ Formula
ā¢ Prioritize your testing goals
PrioritizeĀ yourĀ testingĀ goals.Ā
ā¢ MoreĀ revenueĀ =Ā rightĀ order.
ā TheĀ TestĀ ROIĀ CalculationĀ Tool
ā¢ CalculatesĀ theĀ compoundingĀ ROIĀ onĀ aĀ givenĀ seriesĀ ofĀ tests.Ā
ā¢ SavesĀ timeĀ andĀ moneyĀ asĀ itĀ helpsĀ youĀ determineĀ theĀ impactĀ ofĀ eachĀ
testĀ onĀ yourĀ marketingĀ budget.
ā RadicalĀ Redesigns
ā¢ HowĀ toĀ captureĀ multiāvariableĀ testĀ resultsĀ withĀ singleĀ variableĀ testingĀ
techniques
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14. WhatāsĀ theĀ bigĀ dealĀ aboutĀ OnlineĀ
Testing?
ā¢ Online Testing:
OnlineĀ Testing:
ā Motivation
ā Value proposition
ValueĀ proposition
ā Incentive
āA i t
Anxiety
ā FrictionĀ
C = 4m + 3v + 2(i f) -2a Ā©
2(i-f) 2a
15. When?
ā¢ HowĀ wouldĀ youĀ KnowĀ WHENĀ needĀ TOĀ APPLY
thisĀ strategy?
hi ?
ā¢ TheĀ rightĀ answer:Ā
ā¢ ALL THE TIME there is an
ALLĀ THEĀ TIMEĀ thereĀ isĀ anĀ
Opportunity
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ā¢ AmazonĀ ā caseĀ study:Ā
200Ā liveĀ onlineĀ testsĀ runningĀ everyĀ day
200 li li t t i d
20. CaseĀ StudyĀ 4:Ā IsĀ ItĀ WorthĀ it?
ProfessionalĀ Photographer
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ā¢ Status:
ā NewĀ site
ā ArtisticĀ /Ā flash
/
ā MinimumĀ content
ā NoĀ commercialĀ aspect
ā¢ Goals:
ā ToĀ getĀ NewĀ Clients
ā¢ Strategies:
ā TheyĀ decidedĀ toĀ doĀ PPC
ā Adding some wedding pictures on the actual site
AddingĀ someĀ weddingĀ picturesĀ onĀ theĀ actualĀ site
22. CaseĀ StudyĀ 4Ā ā cont.
ā¢ Results:
ā OurĀ pageĀ performedĀ better:Ā 71.6%Ā improvementĀ
inĀ conversionĀ (contacts)
in conversion (contacts)
ā¢ TheĀ clientĀ gotĀ 4Ā weddingĀ contracts,Ā withĀ anĀ
onlineĀ marketingĀ budgetĀ ofĀ 3.5%Ā spent
online marketing budget of 3 5% spent
28. ConversionĀ Optimization
Eworks WSIĀ Cyprus:
ā¢ ConsultingĀ Services
Consulting Services
ā¢ LandingĀ PageĀ /Ā WebsiteĀ /Ā EmailĀ
Marketing
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ā¢ Report (14ā20Ā variablesĀ analyzed)
ā¢ 100%Ā MoneyĀ BackĀ GuaranteeĀ
(certainĀ conditionsĀ apply)
ā¢ OurĀ ClientsĀ ImplementĀ 95ā100Ā %Ā
ofĀ ourĀ recommendations
of our recommendations
29. EworksWSI Cyprus
SERVICES:
- Webdesign - Interactive Content
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(digital p
publishing)
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- Landing Pages Design
-Digital Marketing
- Website Conversion
Optimization
Optimi ation - Flash Content
- Landing Pages - Print Design
Conversion Optimization
p
- Logo Design
- Email Marketing
Conversion Optimization CONTACTĀ INFO:Ā
info@eworkswsi.com.cy
i f @ k i
+35799ā555747
www.EworksWSI.com.cy
www EworksWSI com cy
31. PROMOĀ !
PackageĀ 1: PackageĀ 2: PackageĀ 3:
1Ā sampleĀ design 2Ā sampleĀ design 2Ā sampleĀ design
CostĀ Package: CostĀ Package: 1Ā OnlineĀ Testing
ā¬450Ā
ā¬450 ā¬600Ā
ā¬600 CostĀ Package:Ā
Cost Package:
(InformationĀ (InformationĀ ā¬685
ArchitectureĀ DocĀ
Architecture Doc ArchitectureĀ DocĀ
Architecture Doc (InformationĀ
(Information
completed) completed) ArchitectureĀ DocĀ
completed)