Employing Analytics to Automate and Optimize Insurance Distribution
Optimize your web & mobile sites with Analytics & A/B Testing
-
Upload
optimizely -
Category
Marketing
-
view
559 -
download
2
Transcript of Optimize your web & mobile sites with Analytics & A/B Testing
Optimize your web & mobile sites with Analytics and A/B Testing
April 7th, 2016
Solutions Engineer
Optimizely
Marius Kremeyer Veronique Combaud
Product & Partnership Manager
AT Internet
Welcome to Optimizely Connect
Veronique Combaud
Product & Partnership Manager
Your presenters for today
Marius Kremeyer
Solutions Engineer
- Duration: 45 Minutes
- Ask questions at any time
- Use the question panel
- We will answer qs at the end
- Slides & recording will be
sent out after the webinar
Housekeeping
AT Internet & Optimizely introduction
Fundamentals:
How to use analytics to discover the weak spots on your website
Hypothesis generation to start AB testing
Use cases: media & e-commerce
How to integrate AT Internet and Optimizely in one click
Q&A
Our program for Today
Digital Intelligence SolutionsDigital Intelligence Solutions
INTRODUCTIONOPTIMIZELY & AT INTERNET
Digital Intelligence Solutions
INTRODUCTION
55%of business leaders consider that the analysis of analytics data helps to bring new revenue sources to the company.
Source : international study KPMG and The Economist Intelligence Unit (2014)
Digital Intelligence Solutions
INTRODUCTION
97%of marketers think A/B testing is useful or even essential for 59% of them.
Source : Converteo & Fevad on 250 companies in France
Digital Intelligence Solutions
98% of respondents state optimization is valuable to their success
Source: Optimization Benchmark Report, 2015
INTRODUCTION
Digital Intelligence Solutions
Which of the following inform your optimization strategy?
Source: Optimization Benchmark Report, 2015
INTRODUCTION
Digital Intelligence Solutions
INTRODUCTION
AMELIORER LEUR PERFORMANCEHelping companies to IMPROVE THEIRPERFORMANCE
by TURNING DATA INTO VALUE
AT Internet & Optimizely are
Digital Intelligence Solutions
AT INTERNET
ANALYTICS SUITE
Digital Intelligence Solutions
AT INTERNETOUR CLIENTS ARE MARKET LEADERS
TRAVELE-COMMERCEFINANCE GOVERNMENTINDUSTRYMEDIA
Optimizely enables you to… Create alternative variations of your homepage, product -or landing pages with ease and run A/B- and Multivariate Tests.
Target specific audiences such as: New vs. returning, Geo-Location, Ad-Campaign, URL, Cookie etc.
Understand the impact of your tests through analytics
Connect the essential data from visitor behavior, 1st-party and 3rd-party sources for even more insights.
How it works...
10,000
Adobe
GWO
VWO
SiteSpect
Monetate
Maxymiser
Qubit
2,000
0
4,000
6,000
8,000Optimizely
Source: BuiltWith
Num
ber o
f site
s
Optimizely is the market leader in Experience Optimization
Over 6.000 businesses optimize with Optimizely
Digital Intelligence SolutionsDigital Intelligence Solutions
FUNDAMENTALS3 STEPS TO START
Digital Intelligence Solutions
3 STEPSTO START
Digital Intelligence Solutions
USE CASESMEDIA & E-COMMERCE
Digital Intelligence Solutions
1ST USE CASE: MEDIA
Analyse your website
Detect pain points
Build hypothesis & test
Digital Intelligence Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
Digital Intelligence Solutions
STEP 2: … AND DETECT PAIN POINTS
Digital Intelligence Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problem:
› Not enough visitors are (re) engaging and reading our articles
Potential Solution:
› Make newsletter sign-up more prominent
Hypothesis:
› By placing a more explicit CTA in the left corner of the homepage, more visitors will see and sign up for our newsletter. A newsletter is a great way to re-engage our readers.
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow can we get more people to sign up for the newsletter?
Original Variation in Optimizely
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow can we get more people to sign up for the newsletter?
Original Variation in Optimizely
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow can we get more people to sign up for the newsletter?
Original Variation in Optimizely
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow can we get more people to sign up for the newsletter?
Original Variation in Optimizely
Digital Intelligence Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
Digital Intelligence Solutions
STEP 2: … AND DETECT PAIN POINTS
Digital Intelligence Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problem:
› The number of premium stories viewed and bought has decreased by 10%
Potential Solution:
› Improve our default subscription page
Hypothesis:
› By adding images for the subscription packages, visitors will find the offering more appealing and thus a higher percentage of visitors will convert vs. the page without images.
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people subscribe to premium content?
Variation in Optimizely
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people subscribe to premium content?
Variation in Optimizely
Digital Intelligence Solutions
2ND USE CASE: E-COMMERCE
Analyse your website
Detect pain points
Build hypothesis & tests
Digital Intelligence Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
Digital Intelligence Solutions
STEP 2: … AND DETECT PAIN POINTS
Digital Intelligence Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problems:
› Sales from discounts have decreased 30%
Potential Solution:
› Making the “Sales & Offers” element more prominent
Hypothesis:
› By moving the “Sales & Offers” element in the navigation to the left and highlighting the text, more people will notice it, and we will see an increase in sales from discounts.
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow do we get more visitors to purchase discounted items?
Original Variations in Optimizely
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow do we get more visitors to purchase discounted items?
Original Variations in Optimizely
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow do we get more visitors to purchase discounted items?
Original Variations in Optimizely
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow do we get more visitors to purchase discounted items?
Original Variations in Optimizely
Digital Intelligence Solutions
STEP 3: CREATE A HYPOTHESIS FOR AN A/B TEST
Problems:
› Orders from repeat buyers have decreased by 19%
Potential Solution:
› Create a buying incentive for repeat visitors
Hypothesis:
› By adding a prominent lightbox with a personalized greeting & discount for repeat visitors, we will increase the likelihood that this group orders again.
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELYHow can we increase purchases from returning visitors?
Original Variation in Optimizely
Digital Intelligence Solutions
STEP 1: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
Digital Intelligence Solutions
STEP 2: ANALYSE YOUR KPIS WITH YOUR AT INTERNET PLATFORM
Digital Intelligence Solutions
STEP 3: CREATE A HYPOTHESIS FOR A MOBILE A/B TEST
Problems:
› App Pageviews have decreased by 15%
Potential Solution:
› Adding a “Like”-Functionality to
Hypothesis:
› Some users might not be ready to purchase an item, but would like to indicate preference and continue later. By adding a soft CTA, “Like”, more users will engage with the app.
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people engage with our app?
Variation in Optimizely
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people engage with our app?
Variation in Optimizely
Digital Intelligence Solutions
STEP 4: TURN YOUR IDEA INTO A TEST VARIATION WITH OPTIMIZELY
Original
What would help more people engage with our app?
Variation in Optimizely
Results:
- 10% more engagement in variation with Like-Button
- 9% more merchandise requests in variation with Like-Button
Digital Intelligence SolutionsDigital Intelligence Solutions
INTERCONNECTIONINTERCONNECTIONHow to start?
Digital Intelligence Solutions
PARTNERSHIP
✓ Reduce tracking implementation time in one click✓ Consolidate all data for global analyses and data interpretation
PRINCIPLES & BENEFITS
Digital Intelligence Solutions
1. SET UP A TESTOPTIMIZELY INTERFACE
Digital Intelligence Solutions
2. AT Internet TagACTIVATE CONNECTION IN ONE CLICK
Digital Intelligence Solutions
2. AT INTERNET TAGACTIVATE CONNECTION IN ONE CLICK
Digital Intelligence Solutions
3. ANALYSE A/B TEST IN OPTIMIZELY
› Optimizely will indicate the « Winner variation » according to the goals specified for the test
› But is it also the winner according your most important website objectives and KPIs?
GET AN OVERVIEW OF HOW THE DIFFERENT VARIATIONS PERFORM IN OPTIMIZELY
Digital Intelligence Solutions
4. GO FURTHER WITH AT INTERNET ANALYTICS SUITEFOCUS ON A SPECIFIC POPULATION
website segment
➔ Sources➔ Conversions➔ Navigation➔ Retention➔ Etc...
➔ Sources➔ Conversions➔ Navigation➔ Retention➔ Etc...
Ex: Have seen the variation A
Digital Intelligence Solutions
4. GO FURTHER WITH AT INTERNET ANALYTICS SUITESEGMENTATION IN DATA QUERY
Digital Intelligence Solutions
4. GO FURTHER WITH AT INTERNET ANALYTICS SUITE
Variation #1 Variation #2
CREATE YOUR OWN VISUALISATION IN OUR DASHBOARD APP
Digital Intelligence Solutions
SUMMARY
› Make careful changes to user experiences while collecting data on the results
› Validate your test upon KPIs and track the entire customer journey for each Optimizely variation visitor
› Ensure there is no deterioration of your main or secondary objectives
› Continually improve a given experience like conversion rate over time
A POWERFUL INTEGRATION
Questions?
Veronique Combaud
Product & Partnership Manager
Thank you!
Marius Kremeyer
Solutions Engineer
Sign up for our last Connect Webinar!
Time: 11:00 CET
45 Minutes
Sign up here