When combined with digital analytics, A/B testing offers access to a vast world of enriched data. And now you can get there in just a few clicks. In this free webinar, we’ll examine how AT Internet’s “one-click” integration with Optimizely can bring you new insights and opportunities for stronger web performance. Guided by our experts, you’ll learn best practices for pairing A/B tests with analytics and how to get the most from Optimizely within your AT Internet interface. The presentations answers the following questions: - Why should I do A/B testing? - What is the benefit of coupling analytics and A/B testing? - How does the one-click integration between Optimizely and AT Internet work? - How do I implement the integration? Find more information about the two providers here: https://www.optimizely.com/ http://www.atinternet.com/ https://help.optimizely.com/hc/en-us/articles/200131549-Integrating-Optimizely-with-AT-Internet-Analytics

1. Thursday, May 22nd
&

2. Introductions
A/B Testing?
Optimization tips
Live Demo
One-Click integration with AT Internet
Examples & Applications
Final remarks

3. Introductions

5. Introductions : Optimizely
Fabian Liebig
Marketing Manager
@Optimizely since June 2013
fabian@optimizely.com
@FabianLiebig

6. Dan
Pete
2006:
Dan Siroker and Pete Koomen
— Product Managers @Google
2008:
Dan — Director of analytics Obama Campaign
2008 – 2010:
Carrotsticks, Spreadly,
and Y Combinator
2010: Founding of Optimizely
Avril 2013: Series A funding for internationalization
Mai 2014: Series B funding round
$28M
$57M
Introductions : Optimizely
7000+ Happy Customers

8. Introduction :AT Internet
!! 18
+3 500
+ 350 000
+ de 150
!
years experience
customers from all sectors
sites measued
employees all over the world

9. At internet
Introduction :AT Internet

10. 1. AT internet Tag is remotely implemented in MV test
2. MV test measures are restituted into the Digital Analytics
tool
1- AT tag
2 - Test data
Partnership: principles

11. Optimization Tips

12. 1. Define measure your most common visitor path
2. Identify webpages with highest amount of traffic
3. Investigate where you see the highest exit rate
4. Identify the pages that generate the highest revenue
5. Investigate which pages can provide most data on your visitors
OptimizationTips

13. Case Study

14. ! !
Original Page
WinningVariation
Case Study
+10% clicks

15. Case Study
Original Form
Variation B

16. Case Study
Original Form
Variation B
+116% filled out forms

17. Results:

18. Live Demo

19. Platform Demo

20. The integration at a glance

21. The user side
Integration in few clicks via the Optimizely visual editor
The technical side
Optimizely sends 3 parameters to the AT Internet servers
« s »: Account Number within AT Internet
« abmvc »: OptimizelyTestID[OptimizelyTestName]-0-VariationID[VariationName]
« type »:Type of Test, always « mvt » Multivariate Test
The AT Internet side
« Usability » à « Multivariate Testing » in left menuà « Tests » get metrics on all tests launched on Optimizely, classified
per test, variants, and creatives.
The integration at a glance
Source : help.optimizely.com

22. 1. AT internet Tag is remotely implemented in MV test
Reduce tracking implementation time
2. MV test measures are restituted into the Digital Analytics tool
Consolidate all data for global analyses and data interpretation
1- AT tag
2 - Test data
Partnership: benefits

23. MV testing results in your digital analytics

24. Optimizely will indicate the « Winner variation » according the objective
of the test
But is it also the winner according
your website objectives and KPIs?
Test results site performance

25. Criteria for the test
= click ratio
Site KPI
= number of registration
!
winner
+10% clicks
Test results site performance

26. Focus on a specific population: Segmentation
Site! Segment!
Sources
Conversions
Navigation
Etc.
Sources
conversions
Navigation
Etc.

27. segmentation
Segmentation: How it works?

28. 1. Get a deeper insight into test results directly within the AT Internet interface.
• Sources, entry page
• Time spent, PV, navigation path
• Conversions funnel
• Purchase made
• Equipement , Etc…
2. Ensure there is no deterioration of your main or secondary objectives
Validate a test upon your kpis

29. Examples use case

30. Test on the message for an offer
2 for 1
-50%
Use case

31. Test on the message for an offer
2 for 1
-50%
Use case

32. 50€
30€
2 for 1
-50%
Test on the message for an offer
With Analyzer and our segmentation tool : check also performance of each variation
on indicators such as purchase amount, number of products
Use case

33. 2 for 1
-50%
50€
30€
Use case
Test on the message for an offer
With Analyzer and our segmentation tool : check also performance of each variation
on indicators such as purchase amount, number of products

34. Compare new visitors with returning visitors
are the results for new clients the same as for returning clients?
Understand distorted results
check if external event such as equipment (screens, browers..) can
be the explanation
Go further than validate « a template »
check if the winner is also a winner for all type of topics or aisle
products?
Other use case

35. Conclusion

36. 2.
Experiment
Queue and
Log of active
experiments
3. Run
Experiment
4. Results
and Key
takeaways
1.
Brainstorming
Prioritizing
Conclusion

37. blog.optimizely.com
help.optimizely.com
Fabian Liebig
fabian@optimizely.com
Case study
“
PriceMinister integrates MV testing and
increases
turnover by 5%”
http://www.atinternet.com
http://blog.atinternet.com
Marie-Alix Achard
Marie-alix.achard@atinternet.com