When it comes to marketing…we should assume nothing, and test everything. There are hundreds of variables affecting your website and campaign performance. How do you know which elements are working and which ones are holding you back? You test.

1. Leveraging Analytics To Improve Your Marketing Efforts:
How Testing Will Help

2. Agenda
• Introduction
• Optimization Methodology
• Why Test?
• Testing Process
• Case Study: Shopping Cart Optimization
• Ideas & Inspiration: PPC Ads, Product Pages,
Home Page, Email Subject Line, Call to Action
Button
• Website Testing Best-Practices

3. INTRODUCTION

4. Introduction
• About BusinessOnLine: • Services:
The key to giving your customers a better • Search Engine Optimization
web experience? It starts by understanding (PPC, SEO, International SEO)
how they experience the web.
• User-Experience
This is what we focus on at BusinessOnline. • Social Media
Creating stronger connections between the • Web Design & Development
online elements and your customers, so • Analytics
everything works better together, and you
get the results you want.
We’re the interactive company that makes
sure everything is interacting the way it
should.

5. OPTIMIZATION METHODOLOGY

6. Optimization Ecosystem
Testing Personalization
Voice of
Web Analytics
Customer

10. Persuasion Funnel
• Nonlinear and multichannel nature of
customer’s actual experience – and all the
touchpoints
Conversion Funnel Persuasion “Funnel”
Home page
Department Department
Category
Product
Cart

11. WHY TEST?

12. Why Test?
“We can't solve problems
by using the same kind of
thinking we used when we
created them.”
- Albert Einstein
It’s not about “What,” but “Why”

13. How Do You Decide On Site Design
“We should add these 10
bullets and this 2x2 matrix
to the page”
“We should remove all
those bullets and table and
just leave the flash movie.”

14. TESTING PROCESS

15. A/B Testing

16. Multivariate Testing

17. A/B testing vs. Multivariate
• Requires less traffic • Requires more traffic
• Tests fewer variations • Can test more
• Apples and oranges combinations
tests • Variations of fixed
• Dependent elements elements
okay • Need independent
• Easy to visualize test elements
• No risk of bad • Harder to visualize tests
combinations • Risks of bad combinations

18. How Do You Test?
Randomly select users to be in test, compare the outcomes
for each alternative, and act.
Control
(Version A)
$
50/50
Randomized
Split Winner
Treatment
(Version B)
$
Improve Conversion

19. Google Website Optimizer
Benefits Features
• Free Experimentation Tool • A/B split testing
• Easy to use • Multivariate testing
• Does not impact SEO • Follow up testing
• Backed by Google • Works with all traffic
• Increases in conversion • Statistical analysis
>25% not uncommon • Platform independent
• Discussions groups,
tutorials, consultant
network

20. It’s a Process
Test Identification
and prioritization
Experimental test
Execute and design, wire
launch framing and
analytics planning

21. CASE STUDY: SHOPPING CART
OPTIMIZATION

22. Experiment - Background
Background: An E-commerce was experiencing a high shopping
cart abandonment rate on a regular basis.
Goal: To increase total number of submitted orders and reduce
user frustration throughout the checkout process.
Primary Business Question: Which checkout path will have the
highest conversion rate?
Approach: Conduct A/B split testing with reduced amount of
steps in the sales funnel process.

23. Test Design
Checkout Path
Landing Page
Landing page Control Checkout Path
(A) (A)
Traffic
Landing page Control Checkout Path
(B) (B)
For this test, we have chosen to affect the funnel checkout process while the
landing page itself remained unchanged

24. Control Checkout Process

25. Alternate Checkout Process
Checkout Billing, Shipping, Order Review
Landing Page Payment Information Confirmation
We made the following changes to the original test:
• Reduced the number of pages prior to the order confirm page
• Eliminated the number of unnecessary fields the user had to fill out to complete
the checkout funnel

26. Experiment Results
Conversion Rate % Lift
Control 3%
Treatment
Treatement 3.30% 10%
By Reducing the number of pages prior to the order confirm page and by
eliminating the number of unnecessary fields the user had to fill out to complete
the checkout funnel, we were able to increase conversion by 10%

27. IDEAS & INSPIRATION

28. Examples- PPC Ads
The first ad does a better job of
Example A using specific details and
quantitative statement that more
clearly communicate the value of
their offers.
The Second ad is weakly
communicating the value of their
offers. They use vague language to
describe their services and
Example B unsupported qualitative statements.

29. Examples – Product Page
The visitor’s eye path is
being directed to the image
which doesn’t add any
value
Bonus Offer and extensive
navigation are competing
for attention
The product options are
not clearly available for
selection
No Help options are
available

30. Examples – Product Page
The visitor’s eye path is
being directed by the
images and the layout of
the pages
No additional ads and
navigation are competing
for attention
The product options are
clearly available
Help options are
available

31. Example – Home Page
www.adorama.com
• 146 clickable items on this
page
• Price range : $24.95 to
$799.95
• Bright graphical banner ads
across the top and right side
of the page
• Rotating banner ads

32. Homepage Awareness
www.bhphotovideo.com
• Helps users to find
something easily
• Emphasizes category as
opposed to individual
products

33. Example – Call to Action Button

34. WEBSITE TESTING BEST PRACTICES

35. • Define a process and establish a testing team
• Start from the bottom of the funnel
• Lay out a clear testing strategy and calendar
Test Identification
and prioritization
Experimental test
Execute and design, wire
launch framing and
analytics planning

36. • Define “Success” and “Failure”
• Don’t rush – wait for statistical significance
Test Identification
and prioritization
Experimental test
Execute and design, wire
launch framing and
analytics planning

37. • Conduct head-to-head test
• Utilize audience segmentation
• Repeat the process frequently
Test Identification
and prioritization
Experimental test
Execute and design, wire
launch framing and
analytics planning

38. Thank You!
Contact: Zineb Harvey:
Zineb.Harvey@BusinessOL.com
Additional BusinessOnLine
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