Post on 12-Jan-2015
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proudly presents
Understanding Cultural ConversionsJoe Doveton
What is Multivariate Testing?
How Multivariate Testing Works
Who is doing it?
Who are the major providers?
Forrester Wave Online Testing
• Testers should evaluate 4 key areas when choosing suppliers:• Services Provided• Application Usability• Ease of Integration• Methodology, Algorithm and
Statistics
Forrester Wave Online Testing
"Online testing's time has come...
Marketer's cannot intuitively divine
the wants and needs of anonymous and fickle
website visitors"
Market View
Market View
Market View
Cultural Colours
Template driven websites provide global businesses with great economies of scaleUnfortunately, they also present visitors from different cultures with “ a size fits all” interface and method of engagementDifferent cultures will respond in different ways to different types of design
High and Low Context
High and Low Context
How we work at GlobalMaxer
A unique Conversion Platform with insight into the cultural variations in web usageCultural guidance from our Cultural DatabaseGives marketers comparative data on e.g. Germany & ItalyAvailable for multiple or single language useProven to increase conversions and drive ROI
Usability Audit and Consultancy
5 part Usability AuditAutomated suggestions
using the Cultural Database:Competitor AnalysisSales Funnel Modelling
toLinguistic Audit using
keyword research tools/analysis of landing page linguisticsColour Analysis of call to
action buttons
Experiment Set Up
Easy to set up via our 9 stage set up wizard Just select the elements you want to add to the test (highlighted in pink)Changes can be made using our Word like WYSIWYG editor (ideal for changing fonts, colours, text weighting etc)More sophisticated changes and added styling can be made using the HTML editor
Review Experiment
Review your experiments in the toolIn this test there are 4 changed elements:Navigation colour from orange to greenHeading from orange to greenText links from orange to greenPosition of recipe image
Case Study Mio
In 2010 we worked with Mio on optimising their product pagesGlobalMaxer generated over €100,000 additional revenueWe then started working on their shopping basketThe three stage basket process uses a dark green button, followed by light green with an orange heading, followed by another dark green button
Case Study Mio
Using consistent colours in the basket is enough to create sales upliftThe overall winning combination featured the original black heading and light green buttons, which has a 98% chance of beating the originalEach territory had different winners and we segmented these using IP targetingOverall, the test generated £15,000 additional revenue per month
Case Study STA
STA came to us to test a radical new version of their homepageMost of their homepage activity was coming via Flight search (43%) of clicks or via clicks from above the top navigationThe fifth most popular link was their internal search box with 3.7% of clicksThe page real estate of carousel and destinations were getttingrelatively low levels of clicks
Case Study STA
Bringing the main target areas of the site down from the top navigation into the body copy generated uplift in all the main goal areas of the siteInstead of the flights search box, visitors now clicked on the main flights navigationPremium areas of the site like Destinations, Deals, Hostels and RTW suddenly started generating high volumes of clicksOverall this new design reduced homepage bounce by 24%
Case Study Man United
Man United’s agency came up with a new design for their Chinese fan websiteUnited’s agency suggested that Chinese visitors needed a site with a larger font, fewer images and the use of scrollbars and paginated textOur own Chinese researcher backed up the user of the larger font but also suggested a more prominent registration buttonWe also segmented the test between Chinese and non‐Chinese IP addresses
Case Study Man United
In the actual test, there were distinct differences between the Chinese resident and non‐Chinese visitorsThe variation in conversion rate was up to 27% between the two groupsOnly the larger font and moved registration increased conversionsRemoving images and adding scrollbars actually worsened site performanceOur tests saved Man United tens of thousands in unproven web design changes
Think Track by GlobalMaxer
Brand new Usability toolCombines advanced mouse tracking with a cognitive testExponential increase in accuracyReal visitors: not lab based1400% more accurate than standard mouse trackingAnalysis and reports include heatmaps, beeswarms, gazeplotting and cultural analysis
Summary
Online testing and user experience evaluation are here to stayThe most advanced online businesses now have teams of conversion, user experience and customer journey professionalsTesting lies at the intersection of web design and development, brand asset management, psychology, human centred computing, customer relationship management and web analytics“The diversity of online Testing vendors matches the breadth of user needs”‐ Joe Stanhope, ForresterThe logical extension of this is to understand the cultural differences between groups of international visitors‐ something that we at GlobalMaxer are specialists inBest practice is to evolve a dynamic response to design provision that matches the needs and desires of your groups of customers
Thank You
Thank You