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Optimize your web & mobile sites with
Analytics and A/B Testing
April 7th, 2016
Solutions Engineer
Optimizely
Marius Kreme...
Welcome to OptimizelyConnect
Veronique Combaud
Product & Partnership Manager
Veronique.Combaud@atinternet.com
Your presenters for today
Marius Kremeyer...
-­ Duration: 45 Minutes
-­ Ask questions at any time
-­ Use the question panel
-­ We will answer qs at the end
-­ Slides &...
AT  Internet  &  Optimizely  introduction
Fundamentals:  
How  to  use  analytics  to  discover  the  weak  spots  on  you...
Digital  Intelligence  SolutionsDigital  Intelligence  Solutions
INTRODUCTION
OPTIMIZELY  &  AT  INTERNET  
Digital  Intelligence  Solutions
INTRODUCTION
55%
of  business  leaders  consider  that  the  
analysis  of  analytics  da...
Digital  Intelligence  Solutions
INTRODUCTION
97%
of  marketers  think  A/B  testing  is  useful  or  
even  essential  fo...
Digital  Intelligence  Solutions
98% of respondents state optimization is valuableto their success
Source:   Optimization ...
Digital  Intelligence  Solutions
Which of the following inform your optimization strategy?
Source:   Optimization   Benchm...
Digital  Intelligence  Solutions
INTRODUCTION
AMELIORER  LEUR  PERFORMANCE
Helping  companies  to  
IMPROVE  THEIR
PERFORM...
Digital  Intelligence  Solutions
AT INTERNET
ANALYTICS  SUITE
Digital  Intelligence  Solutions
AT INTERNET
OUR CLIENTS ARE MARKET LEADERS
TRAVELE-­COMMERCEFINANCE GOVERNMENTINDUSTRYMED...
Optimizely enables you to…
Create alternative variations of your homepage, product -
or landing pages with easeand run A/B...
How it works...
10,000
Adobe
GWO
VWO
SiteSpect
Monetate
Maxymiser
Qubit
2,000
0
4,000
6,000
8,000
Optimizely
Source: BuiltWith
Numberofsit...
Over 6.000 businesses optimize with Optimizely
Digital  Intelligence  SolutionsDigital  Intelligence  Solutions
FUNDAMENTALS
3  STEPS  TO  START
Digital  Intelligence  Solutions
3 STEPS
TO START
Digital  Intelligence  Solutions
USE CASES
MEDIA  &  E-­COMMERCE
Digital  Intelligence  Solutions
1ST USE CASE: MEDIA
Analyse  your  website
Detect  pain  points
Build  hypothesis  &  test
Digital  Intelligence  Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET
PLATFORM
Digital  Intelligence  Solutions
STEP 2: … AND DETECT PAIN POINTS
Digital  Intelligence  Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problem:
› Not  enough  visitors  are  (re)  ...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How  can  we  get  more  peo...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How  can  we  get  more  peo...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How  can  we  get  more  peo...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How  can  we  get  more  peo...
Digital  Intelligence  Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET
PLATFORM
Digital  Intelligence  Solutions
STEP 2: … AND DETECT PAIN POINTS
Digital  Intelligence  Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problem:
› The  number  of  premium  stories ...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What  would  help  ...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What  would  help  ...
Digital  Intelligence  Solutions
2ND USE CASE: E-COMMERCE
Analyse  your  website
Detect  pain  points
Build  hypothesis  &...
Digital  Intelligence  Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET
PLATFORM
Digital  Intelligence  Solutions
STEP 2: … AND DETECT PAIN POINTS
Digital  Intelligence  Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problems:
› Sales  from  discounts  have  dec...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How  do  we  get  more  visi...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How  do  we  get  more  visi...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How  do  we  get  more  visi...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How  do  we  get  more  visi...
Digital  Intelligence  Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problems:
› Orders  from  repeat  buyers  hav...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
How  can  we  increase  purc...
Digital  Intelligence  Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET
PLATFORM
Digital  Intelligence  Solutions
STEP 2: ANALYSE YOUR KPIS WITH YOUR AT INTERNET
PLATFORM
Digital  Intelligence  Solutions
STEP 3: CREATE A HYPOTHESIS FOR A MOBILE A/B TEST
Problems:
› App  Pageviews  have  decre...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What  would  help  ...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What  would  help  ...
Digital  Intelligence  Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What  would  help  ...
Digital  Intelligence  SolutionsDigital  Intelligence  Solutions
INTERCONNECTIONINTERCONNECTION
How  to  start?
Digital  Intelligence  Solutions
PARTNERSHIP
✓ Reduce tracking implementation time in one click
✓ Consolidate all data for...
Digital  Intelligence  Solutions
1. SET UP A TEST
OPTIMIZELY  INTERFACE
Digital  Intelligence  Solutions
2. AT Internet Tag
ACTIVATE  CONNECTION  IN  ONE  CLICK
Digital  Intelligence  Solutions
2. AT INTERNET TAG
ACTIVATE  CONNECTION  IN  ONE  CLICK
Digital  Intelligence  Solutions
3. ANALYSE A/B TEST IN OPTIMIZELY
› Optimizely  will  indicate  the  « Winner  variation ...
Digital  Intelligence  Solutions
4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE
FOCUS  ON  A  SPECIFIC  POPULATION
website...
Digital  Intelligence  Solutions
4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE
SEGMENTATION  IN  DATA  QUERY
Digital  Intelligence  Solutions
4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE
Variation  #1 Variation  #2
CREATE  YOUR  ...
Digital  Intelligence  Solutions
SUMMARY
› Make  careful  changes to  user  experiences  while  
collecting  data  on  the...
Questions?
Veronique Combaud
Product & Partnership Manager
Veronique.Combaud@atinternet.com
Thank you!
Marius Kremeyer
Solutions Engi...
Sign up for our last Connect Webinar!
Time: 11:00 CET
45 Minutes
Sign up here
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Optimize your web & mobile sites with Analytics & A/B Testing

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These are the slides of our Optimizely Connect webinar with AT Internet webinar from April 7, 2016.

In the first ever optimization benchmark report (2015), analytics was named as the #1 source to generate ideas for website optimization. We will show you how to use analytics to discover the weak spots on your website, how this analysis helps generate more impactful ideas for A/B Tests and how the seamless integration of Optimizely and AT Internet makes it really easy to track the effect of testing on all your important company KPIs.

In this webinar, we will show you:

- Fundamentals: Analysis - Insights - Hypothesis Generation

- How to use analytics to discover the weak spots on your website

- How to integrate AT Internet and Optimizely in a few clicks and make more of your data

- Media & Retailers: How to improve web performance thanks to analytics & testing

Test out Optimizely yourself: https://www.optimizely.com

For more information about AT Internet, please visit:

http://www.atinternet.com

Veröffentlicht in: Marketing
  • Hi, thanks for webinar, but to be honest, it turned out to be too generic, with no real value for experienced marketers. Used examples are too obvious, there is no discovery for people, who have some understanding of marketing and A/B testing. Came out more of a presentation of the analytics services rather than webinar to learn something new. To some extend expectations were not met.
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    Ihre Nachricht erscheint hier

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

  1. 1. 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
  2. 2. Welcome to OptimizelyConnect
  3. 3. Veronique Combaud Product & Partnership Manager Veronique.Combaud@atinternet.com Your presenters for today Marius Kremeyer Solutions Engineer marius@optimizely.com
  4. 4. -­ 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
  5. 5. 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
  6. 6. Digital  Intelligence  SolutionsDigital  Intelligence  Solutions INTRODUCTION OPTIMIZELY  &  AT  INTERNET  
  7. 7. 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)
  8. 8. Digital  Intelligence  Solutions 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
  9. 9. Digital  Intelligence  Solutions 98% of respondents state optimization is valuableto their success Source:   Optimization   Benchmark   Report,  2015 INTRODUCTION
  10. 10. Digital  Intelligence  Solutions Which of the following inform your optimization strategy? Source:   Optimization   Benchmark   Report,  2015 INTRODUCTION
  11. 11. Digital  Intelligence  Solutions INTRODUCTION AMELIORER  LEUR  PERFORMANCE Helping  companies  to   IMPROVE  THEIR PERFORMANCE by TURNING   DATA  INTO  VALUE AT Internet & Optimizely are
  12. 12. Digital  Intelligence  Solutions AT INTERNET ANALYTICS  SUITE
  13. 13. Digital  Intelligence  Solutions AT INTERNET OUR CLIENTS ARE MARKET LEADERS TRAVELE-­COMMERCEFINANCE GOVERNMENTINDUSTRYMEDIA
  14. 14. 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.
  15. 15. How it works...
  16. 16. 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
  17. 17. Over 6.000 businesses optimize with Optimizely
  18. 18. Digital  Intelligence  SolutionsDigital  Intelligence  Solutions FUNDAMENTALS 3  STEPS  TO  START
  19. 19. Digital  Intelligence  Solutions 3 STEPS TO START
  20. 20. Digital  Intelligence  Solutions USE CASES MEDIA  &  E-­COMMERCE
  21. 21. Digital  Intelligence  Solutions 1ST USE CASE: MEDIA Analyse  your  website Detect  pain  points Build  hypothesis  &  test
  22. 22. Digital  Intelligence  Solutions STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
  23. 23. Digital  Intelligence  Solutions STEP 2: … AND DETECT PAIN POINTS
  24. 24. Digital  Intelligence  Solutions 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.
  25. 25. Digital  Intelligence  Solutions 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
  26. 26. Digital  Intelligence  Solutions 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
  27. 27. Digital  Intelligence  Solutions 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
  28. 28. Digital  Intelligence  Solutions 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
  29. 29. Digital  Intelligence  Solutions STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
  30. 30. Digital  Intelligence  Solutions STEP 2: … AND DETECT PAIN POINTS
  31. 31. Digital  Intelligence  Solutions STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST 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.
  32. 32. Digital  Intelligence  Solutions STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY Original What  would  help  more  people  subscribe  to  premium  content? Variation   in  Optimizely
  33. 33. Digital  Intelligence  Solutions STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY Original What  would  help  more  people  subscribe  to  premium  content? Variation   in  Optimizely
  34. 34. Digital  Intelligence  Solutions 2ND USE CASE: E-COMMERCE Analyse  your  website Detect  pain  points Build  hypothesis  &  tests
  35. 35. Digital  Intelligence  Solutions STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
  36. 36. Digital  Intelligence  Solutions STEP 2: … AND DETECT PAIN POINTS
  37. 37. Digital  Intelligence  Solutions STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST 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.
  38. 38. Digital  Intelligence  Solutions STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY How  do  we  get  more  visitors  to  purchase  discounted  items? Original Variations  in  Optimizely
  39. 39. Digital  Intelligence  Solutions STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY How  do  we  get  more  visitors  to  purchase  discounted  items? Original Variations  in  Optimizely
  40. 40. Digital  Intelligence  Solutions STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY How  do  we  get  more  visitors  to  purchase  discounted  items? Original Variations  in  Optimizely
  41. 41. Digital  Intelligence  Solutions STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY How  do  we  get  more  visitors  to  purchase  discounted  items? Original Variations  in  Optimizely
  42. 42. Digital  Intelligence  Solutions STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST 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.
  43. 43. Digital  Intelligence  Solutions STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY How  can  we  increase  purchases  from  returning  visitors? Original Variation  in  Optimizely
  44. 44. Digital  Intelligence  Solutions STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
  45. 45. Digital  Intelligence  Solutions STEP 2: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
  46. 46. Digital  Intelligence  Solutions 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.    
  47. 47. Digital  Intelligence  Solutions STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY Original What  would  help  more  people  engage  with  our  app? Variation   in  Optimizely
  48. 48. Digital  Intelligence  Solutions STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY Original What  would  help  more  people  engage  with  our  app? Variation   in  Optimizely
  49. 49. Digital  Intelligence  Solutions STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY Original What  would  help  more  people  engage  with  our  app? Variation   in  Optimizely Results: -­ 10%  more   engagement  in   variation  with  Like-­ Button -­ 9%  more   merchandise   requests  in   variation  with  Like-­ Button
  50. 50. Digital  Intelligence  SolutionsDigital  Intelligence  Solutions INTERCONNECTIONINTERCONNECTION How  to  start?
  51. 51. Digital  Intelligence  Solutions PARTNERSHIP ✓ Reduce tracking implementation time in one click ✓ Consolidate all data for global analyses and data interpretation PRINCIPLES  &  BENEFITS
  52. 52. Digital  Intelligence  Solutions 1. SET UP A TEST OPTIMIZELY  INTERFACE
  53. 53. Digital  Intelligence  Solutions 2. AT Internet Tag ACTIVATE  CONNECTION  IN  ONE  CLICK
  54. 54. Digital  Intelligence  Solutions 2. AT INTERNET TAG ACTIVATE  CONNECTION  IN  ONE  CLICK
  55. 55. Digital  Intelligence  Solutions 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
  56. 56. Digital  Intelligence  Solutions 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
  57. 57. Digital  Intelligence  Solutions 4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE SEGMENTATION  IN  DATA  QUERY
  58. 58. Digital  Intelligence  Solutions 4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE Variation  #1 Variation  #2 CREATE  YOUR  OWN  VISUALISATION  IN  OUR  DASHBOARD   APP
  59. 59. Digital  Intelligence  Solutions 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
  60. 60. Questions?
  61. 61. Veronique Combaud Product & Partnership Manager Veronique.Combaud@atinternet.com Thank you! Marius Kremeyer Solutions Engineer marius@optimizely.com
  62. 62. Sign up for our last Connect Webinar! Time: 11:00 CET 45 Minutes Sign up here

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