Comment faire décoller votre taux de conversion en 3 mois grâce au A/B testing ?

Comment faire décoller votre taux de conversion
en 3 mois grâce au A/B testing ?

Jonathan Stoikovitch
CEO & Founder @ Sosign
twitter.com/jstoiko

www.sosign.com http://twitter.com/sosign

Qu'est-ce que le AB testing?


Pourquoi le A/B testing?
Augmentation des ventes en ligne
A/B testing
=
augmentation du taux de conversion
+
augmentation du panier moyen
+
augmentation fidélité client
=
plus de ventes


Quand faire du A/B testing?

Réponse: tout le temps!


Les pionniers du A/B testing
mais aussi:

Qui d'autre?

A/B testing:
Campagne Obama '08


A/B testing:
Campagne Obama '08

Résultats:

• Augmentation des inscriptions
de 40.6%
• Près de 3M d'emails en plus
• 288K volontaires de plus
• Soit 60M $US en donation!


Quoi tester?
Tester l'utilisabilité
Tester la navigation
Tester la recherche
Tester la segmentation
Tester la présentation des produits
Tester le prix des produits
Tester le processus d'achat
Tester les promotions
Tester le service à la clientèle
Tester les courriels


Comment mesurer son taux de
conversion?

Formule = # de transactions / # de visiteurs

• 100 transactions / 10000 visiteurs = 1% taux de conversion
• 50k transactions / 1M visiteurs = 5% taux de conversion


Comment mesurer son taux de
conversion?

$
+


Quelques exemples...

Ventes Web Taux de Panier
Nom
2010 conversion moyen
Build-A-Bear 12M$ 1.1% US$40
Hautelook 100M$ 1.1% US$300
Staples.com 10B$ 9.9% US$430
Diapers.com 292M$ 13.63% US$94
1-800-Flowers.com 470M$ 16.9% US$70


Normes selon l’industrie

• Apparel and Accessories – 2.92% • Health and Beauty – 5.59%
• Automotive Parts – 1.96% • Housewares and Home Furnishings – 2.11%
• Books/Music/Video – 3.37% • Jewelry – 2.14%
• Computers and Electronics – 2.28% • Mass Merchant – 2.95%
• Flowers and Gifts – 7.83% • Office Supplies – 5.75%
• Food and Drug – 5.77% • Specialty (Non-Apparel) – 3.31%
• Hardware and Home Improvement – 2.03% • Sporting Goods – 2.21%
• Toys and Hobbies – 2.18%

Source: Internet Retailer



+7.74% de conversions


Tester la recherche



+11% de commandes



+44% de commandes, +67% panier moyen


+27.2% de commandes de “nouveaux visiteurs”



+13% de commandes


+21.8% de commandes



+22.5% de commandes



+1.16% de commandes, -31.2% de messages d'erreur



+12% de revenus générés


Tester les promotions

+148% conversions


Tester le service à la clientèle

+27.3% de commandes


Tester les courriels
Subject: Save 25% on the Subject: Never start VegasPro
VegasPro Production Assistant with an empty project again!

+13.9% de commandes


Outils AB Testing


Veille concurrentielle
Gilt.com (Ventes privées)
• Taux de conversion 2009: 1.65%
• Taux de conversion 2010: 3%
• Croissance: 150.0%
Customer segments built with analytics helps Gilt run more effective promotions:
The flash-sale retailer allows customers to return • Gilt Groupe Inc., the members-only, flash-sale retailer of designer fashions, figured it was
more good than just shoes and clothes: missing the mark in terms of persuading women to buy men’s goods. “Women tend to buy
stuff for men, but we were under-performing,” says chief marketing officer David Zucker;
• Gilt Groupe Inc. has reduced its shipping price and • To turn that around, Gilt worked with customer analytics data compiled by Mu Sigma, the
expanded its return policy, the flash-sale retailer retailer’s analytics service provider, to build predictive models of women shoppers most
announced today. likely to respond to pitches for men’s products.
• Gilt, No. 49 in the Internet Retailer Top 500 Guide, says • Mu Sigma combined such data such as demographic profiles of women known to purchase
that effective immediately, all products, no matter what men’s products with information related to how women shop on Gilt.com. Mu Sigma then
size, will ship for $5.95 for UPS ground shipping, down helped to identify segments of shoppers mostly likely to respond to particular promotions.
from $9.95. A segment of female shoppers of certain age and income ranges, and from particular areas
• The retailer also changed its return policy. Customers can of the United States, for example, might be more likely than other women to shop for gifts
now return all items; Gilt had allowed returns only of such as men’s cufflinks.
sized items such as clothes and footwear, a Gilt • When Gilt sends e-mail offers for men’s products to segments of female shoppers that it
spokeswoman says. Customers must return items within deems mostly likely to respond, the online retailer experiences a 10% to 25% increase in the
21 days of purchase, the same deadline as before, but rate of shoppers who respond to those offers and make a purchase, Zucker says.
now can make returns via the U.S. Postal Service and • Zucker adds that Gilt also knew from web site analytics data that many women shoppers do
UPS, instead of just UPS. their impulse buying at noon—which turned out to be a good time to present them with
offers for men’s products.


Quelques conseils
1. Commencer par tester des éléments simples
2. Entre 1 et 4 variations par test
3. Les tests A/B simples ont un meilleur ROI que
les tests MVT
4. Une fois bien maitrisé, utiliser le AB testing
pour les campagnes courriels ou de publicité
5. Regarder ses compétiteurs et tester avant de
copier ses compétiteurs


Jonathan Stoikovitch
CEO & Founder @ Sosign
twitter.com/jstoiko

Questions?

Crédits: whichtestwon.com, abtests.com, ﬂickr.com


Comment faire décoller votre taux de conversion en 3 mois grâce au A/B testing ?

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