Optimizely for Online Retail: Essential Features and Customer Stories
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The document discusses essential tactics for A/B testing, including targeting, multi-page experiments, redirect tests, goal setting, and segmentation. Real-world examples are provided to illustrate how each tactic can be applied, such as targeting customers based on student status, running multi-page experiments across product pages like a theme park ride, and using segmentation to test different experiences for mobile vs desktop users. The document encourages testing ideas to improve customer experiences and measure business goals.
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Optimizely for Online Retail: Essential Features and Customer Stories
- 1. #abtestingessentials @Optimizely Optimizely for Online Retail Essential Features & Customer Stories Thursday, August 29, 13
- 2. #abtestingessentials @Optimizely Tweet what you learn to win a copy of our book 3 chances to win! #abtestingessentials @Optimizely Thursday, August 29, 13
- 3. #abtestingessentials @Optimizely What we’ve covered so far. How to avoid pitfalls that can arise when testing. Recordings on optimizely.com/ecommerce-ab-testing and SlideShare A framework for prioritizing what to test. 1 2 3 How to use a testing platform to execute these ideas. Thursday, August 29, 13
- 4. #abtestingessentials @Optimizely It’s all part of a bigger picture. Thursday, August 29, 13
- 5. #abtestingessentials @Optimizely It’s all part of a bigger picture. Understand our website visitors... Thursday, August 29, 13
- 6. #abtestingessentials @Optimizely It’s all part of a bigger picture. Understand our website visitors... ...and translate our understanding into better experiences for those visitors. Thursday, August 29, 13
- 7. #abtestingessentials @Optimizely Meet Jodie Ellis Thursday, August 29, 13
- 8. #abtestingessentials @Optimizely Meet Junan Pang Thursday, August 29, 13
- 9. #abtestingessentials @Optimizely 5 Testing Tactics to Know and Use 1 2 3 4 5 Thursday, August 29, 13
- 10. #abtestingessentials @Optimizely 5 Testing Tactics to Know and Use Targeting1 2 3 4 5 Thursday, August 29, 13
- 11. #abtestingessentials @Optimizely 5 Testing Tactics to Know and Use Targeting Multi-page Experiments 1 2 3 4 5 Thursday, August 29, 13
- 12. #abtestingessentials @Optimizely 5 Testing Tactics to Know and Use Targeting Multi-page Experiments Redirect Tests 1 2 3 4 5 Thursday, August 29, 13
- 13. #abtestingessentials @Optimizely 5 Testing Tactics to Know and Use Targeting Multi-page Experiments Redirect Tests Goal Setting 1 2 3 4 5 Thursday, August 29, 13
- 14. #abtestingessentials @Optimizely 5 Testing Tactics to Know and Use Targeting Multi-page Experiments Redirect Tests Goal Setting Segmentation 1 2 3 4 5 Thursday, August 29, 13
- 15. #abtestingessentials @Optimizely In Real Life Online Optimizely Thursday, August 29, 13
- 16. #abtestingessentials @Optimizely In Real Life Online Optimizely Thursday, August 29, 13
- 17. #abtestingessentials @Optimizely In Real Life Online Optimizely Thursday, August 29, 13
- 18. #abtestingessentials @Optimizely What you’ll walk away with... Thursday, August 29, 13
- 19. #abtestingessentials @Optimizely How are you addressing specific visitor populations that come to your site? Thursday, August 29, 13
- 20. #abtestingessentials @Optimizely Targeting In Real Life: Show Your Student ID Thursday, August 29, 13
- 21. #abtestingessentials @Optimizely Are they mobile? Are they Mac or PC? Are they new or returning? Did they click an ad or a search result? Targeting IRL Online Optimizely Thursday, August 29, 13
- 22. #abtestingessentials @Optimizely Original Targeting IRL Online Optimizely Thursday, August 29, 13
- 23. #abtestingessentials @Optimizely Variation Targeting IRL Online Optimizely Thursday, August 29, 13
- 24. #abtestingessentials @Optimizely Variation Targeting IRL Online Optimizely Original Thursday, August 29, 13
- 25. #abtestingessentials @Optimizely Variation Targeting IRL Online Optimizely Original +23.7% purchases Thursday, August 29, 13
- 26. #abtestingessentials @Optimizely Original Variation Targeting IRL Online Optimizely Thursday, August 29, 13
- 27. #abtestingessentials @Optimizely Who and where are you testing? New features URL Query Parameters Marketing campaigns Adwords Browser Type Mobile vs. Non-mobile Location Targeting IRL Online Optimizely Thursday, August 29, 13
- 28. #abtestingessentials @Optimizely How are you enhancing the visitor experience across many pages? Thursday, August 29, 13
- 29. #abtestingessentials @Optimizely Multi-page In Real Life: A Theme Park Ride Thursday, August 29, 13
- 30. #abtestingessentials @Optimizely Product Detail Page Shopping Cart Checkout Page ThankYou Page Multi-page IRL Online Optimizely Thursday, August 29, 13
- 31. #abtestingessentials @Optimizely Multi-page IRL Online Optimizely Thursday, August 29, 13
- 32. #abtestingessentials @Optimizely Multi-page IRL Online Optimizely Thursday, August 29, 13
- 33. #abtestingessentials @Optimizely How do you try a completely different experience from the one you have today? Thursday, August 29, 13
- 34. #abtestingessentials @Optimizely Redirects In Real Life: A Pilot Store Thursday, August 29, 13
- 35. #abtestingessentials @Optimizely Redirects In Real Life: A Pilot Store Thursday, August 29, 13
- 36. #abtestingessentials @Optimizely Redirects IRL Online Optimizely Variation A Variation B URL 1 URL 2 Website Visitors 50%50% Thursday, August 29, 13
- 37. #abtestingessentials @Optimizely Original Variation Redirects IRL Online Optimizely Thursday, August 29, 13
- 38. #abtestingessentials @Optimizely Original Variation Redirects IRL Online Optimizely -3% conversions Thursday, August 29, 13
- 39. #abtestingessentials @Optimizely Redirects IRL Online Optimizely Thursday, August 29, 13
- 40. #abtestingessentials @Optimizely Redirects IRL Online Optimizely Thursday, August 29, 13
- 41. #abtestingessentials @Optimizely How do you measure the value of a new experience? Thursday, August 29, 13
- 42. #abtestingessentials @Optimizely Goal Setting In Real Life: Macro goal = Revenue Micro goal = Theater Views Thursday, August 29, 13
- 43. #abtestingessentials @Optimizely Goal Setting IRL Online Optimizely Original - Exact Match Variation - Fuzzy Match Thursday, August 29, 13
- 44. #abtestingessentials @Optimizely Goal Setting IRL Online Optimizely Original - Exact Match Variation - Fuzzy Match +9.6% result selections Thursday, August 29, 13
- 45. #abtestingessentials @Optimizely Goal Setting IRL Online Optimizely Original - product video Variation - 360 degree image Thursday, August 29, 13
- 46. #abtestingessentials @Optimizely Goal Setting IRL Online Optimizely Original - product video Variation - 360 degree image +10.4% RPV Thursday, August 29, 13
- 47. #abtestingessentials @Optimizely How do you define success? •Revenue •Pageviews •Clicks Goal Setting IRL Online Optimizely Thursday, August 29, 13
- 48. #abtestingessentials @Optimizely How do you listen to what different types of visitors want? Thursday, August 29, 13
- 49. #abtestingessentials @Optimizely Segmentation In Real Life: Payment Method Thursday, August 29, 13
- 50. #abtestingessentials @Optimizely Categorize your visitors to filter your results • Browser • Campaign • Mobile vs. Non-mobile • Source Type • Custom Segment (aka anything else!) Segmentation IRL Online Optimizely Thursday, August 29, 13
- 51. #abtestingessentials @Optimizely 5 Testing Tactics to Know and Use Targeting Multi-page Experiments Redirect Tests Goal Setting Segmentation 1 2 3 4 5 Thursday, August 29, 13
- 52. #abtestingessentials @Optimizely A freebie for you Download chapter 3 for free!! pages.optimizely.com/ book Thursday, August 29, 13
- 53. #abtestingessentials @Optimizely Questions? Tweet @Optimizely #abtestingessentials Thursday, August 29, 13
- 55. #abtestingessentials @Optimizely Thank you! Thursday, August 29, 13
Notas do Editor
- what we ’ ve covered in other webinars, that content livesves and exists here...all part of a bigger picture, how well do u understand your visitors, how good at your systems at capturing this, how well do you understand your tesitng platform ’ s capabilities to react accordingly and listen to your visitors.
- ...all part of a bigger picture, how well do u understand your visitors, how good at your systems at capturing this, how well do you understand your testing platform ’ s capabilities to react accordingly and listen to your visitors. understand your website platform ’ s capabilities well enough to execute and iterate quickly
- How are you addressing specific visitor populations? real life redirect test... pilot new store layouts. compare real life shoppig experience to what optimizely enables you to do with all of these features. what we ’ ve learned in real life are all things we can apply to digital world. whether or not you ’ ve worked in brick and mortar retail, you ’ ve experienced it. targeting--tell him DJ KoolAid sent you. mention my name. when ’ s the last time someone remembered you at walmart or target? we can take a huge volume experience and help you remember who has been there and what they like.
- so what are some things we can target by? think of areas of your business that would be really nice for targeting. explore where your visitor population is identifing themselves as a group to be targeted.
- theme park ride. in line, advertising a picture, take your picture on the ride, a huge flash goes off, then they strategically place the gift shop right there. then the food with a gimmick from the ride is right next to it. all aligned and coordinated so you will be more likely to buy. multiple places you can optimize so the end goal (RPV) is accomplished
- theme park ride. in line, advertising a picture, take your picture on the ride, a huge flash goes off, then they strategically place the gift shop right there. then the food with a gimmick from the ride is right next to it. all aligned and coordinated so you will be more likely to buy. multiple places you can optimize so the end goal (RPV) is accomplished
- spinoff airport kiosk mimic of a brand name stoire, think we can do business in another place, but not sure we can. bose airport kiosk started with factorty stores which were in outlet malls, ok this works well maybe we can compe up with new concept that were showcase stores, smaller, then they tried that in malls and expanded in places where they saw it worked. then they tried airport kiosks, try to redirect some of our sales to a different location and see how they react.
- spinoff airport kiosk mimic of a brand name stoire, think we can do business in another place, but not sure we can. bose airport kiosk started with factorty stores which were in outlet malls, ok this works well maybe we can compe up with new concept that were showcase stores, smaller, then they tried that in malls and expanded in places where they saw it worked. then they tried airport kiosks, try to redirect some of our sales to a different location and see how they react.
- Online: One URL and redirecting to another
- How to do redirects in optimizely platform
- Bose theater before and after reveal. they had to measure number of people in each theater and number of people who subsequently made a purchase.
- 1800 dentist - lesson in goals [jodie] bigstock is a good one end of the day, we care about rpv, but also adds to cart, and finding image in the first place it ’ s not just about your end goal, it ’ s about multiple goals along the way.
- 1800 dentist - lesson in goals [jodie] bigstock is a good one end of the day, we care about rpv, but also adds to cart, and finding image in the first place it ’ s not just about your end goal, it ’ s about multiple goals along the way.
- Definition of success Revenue (its not the only thing that matters!) Pageviews Use your analytics to find the bottleneck Track intermediate goals on checkout funnel Clicks Add to Cart Product Detail Page engagement
- all of your different groups, credit card, cash, gift card, groupon, living social, segmentation is saying how did each group perform? how many of them have come back as repeat customers. getting an understanding of how you can improve your performance. different crowd and you have a change to target each of them differently. if i see a huge part of my crowd is using CC, should i invest more in an APPle style store where eveyrone walks around with ipads for charging my card?