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) bob.garcia@webtrends.com(t) @bob_garcia

Hugh Kimber(e) hugh.kimber@webtrends.com(o) +44 (0) 1784 415720