Engage EMEA 2010 - Optimize Hands-on Lab
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Transcript of Engage EMEA 2010 - Optimize Hands-on Lab
Optimize Hands On Lab Time to Get Your Hands DirtyBob Garcia, Webtrends
Site Assessments 101
Site Assessment…Process:
1.Page selection2.Identifying objectives3.Break down page’s core components4.Optimization hypothesis 5.Optimization tactic selection
• A/B, MVT or Target
Your job:
•Take 5 minutes to capture your ideas on your print out
5 MINUTES to document ideas
Digital Catalog Overview
Major opportunities:
o This Is It Products Page
o Checkout Funnel
o Music Downloads
o Michael Jackson site
Main Optimisation OpportunitiesDesign and Templateo Determine content that
should exist
o Determine ideal presentation
User experienceo Remove “friction”
o Determine optimal processes
Hero shot
Offer 3
CTA
Copy
Offer 2
Description
Headline
What headline ?
More or less text?
Which offer? Existing or new?
Is the call to action text strong enough?
Button color?
Block versus bulleted text?
What copy will motivate action
Use of 3rd party “trust” logos, payment
methods, or testimonials?
How would including the amount of savings
impact sales?
Sony | This is It Product Page
BUY NOW
BUY NOW
MICHAEL JACKSON’S THIS IS IT MOVIE
THIS IS IT MOVIE + POSTER SET
level 1:
level 2:
level 1 (original text)
level 2 (bulleted copy, larger font, 4-star review)
Layout: Primary conversion highlighted on top ½ of page. Secondary conversions on lower ½ of page.
Level 1: Off
Level 2: LIMITED EDITION PACKAGE
Level 1: Original text
Level 2: Information in pop-up window
level 1:
level 2:
level 1:
level 2:
GameStop
Major opportunities:o Home page
o Console pages
o Individual product pages
o Search results
o Check out funnel
GameStop Home pageNavigation bar- Categories order?
- Naming?
Newsletter- Location?- Validations – testimonials?
Product sidebar- On vs. Off?- Size?
Primary content- Design style?- HTML versus flash?- What offers?
Lists- Location?
Middle content- Image size?- Games shown?- Use of Descriptions?
THE MULTIVARIATE TEST PROCESS“My Azul” loyalty program marketing
Strategy
Evaluate - General opportunity assessment
•Use web analytics to ID areas of opportunity
•Know your marketing investments/priorities
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
PPC, Social, Email, Display, etc.
Test Selection
Picking a page to optimise. Things to consider:
•Simple and easily measurable conversion
objectives
•Clear marketing goals
•Shared understanding of importance
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
Test Planning
How and what to test?
•Test design options:
•Evaluate ideas & page elements to
test
•Create recipe matrix & assets
•If multivariate test, select MVT
approach:
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
A/B/n Multivariate Testing
Fractional FactorialFull Factorial
Test Planning | Page Elements to Test
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
Test Planning | Recipe Matrix
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
Test Setup
Set-up test in platform
•Execute your test recipe matrix
•Implement tags – site-wide* or on a per page
basis
•QA content & conversion tracking
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
Test Setup | Implementation
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
4A visitor’s browser requests a page from a Website being optimized by Webtrends
2A Web page is returned by the hosting Web server.This server hosts all content
Visitor
Hosting Servers
3The browser runs the Webtrends script as it begins to render the page
The script calls Webtrends servers to record the page view and request test content
6Conversions are recorded as visitors reach a confirmation page or perform some other type of conversion event
Conversion Event
OptimizeUser
7The server renders reports and displays all analytics results in a Web-based dashboard
The server determines which experiment/target to display and tells the hosting server what content to return to the browser with no noticeable delay or flickering
5
8Test management and other optimization tasks are also performed in the Web-based tool
1
Test Setup | How it Works
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
Test Setup | Webtrends Optimize
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
Test Setup | Preview Experiments
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
Test Activation
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
Go!
Reporting & Analysis
Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
our
VISION
o Webtrends Portfolio Integration
• Visitor Data Mart
• Analytics
• Apps
o Visual Editing
o Predictive Recommendations
Roadmap Themes
Roadmap Visualisation
Bob Garcia(e) [email protected](t) @bob_garcia
Hugh Kimber(e) [email protected](o) +44 (0) 1784 415720