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The Past, Present and Future of Website OptimisationIn association with Qubit
Linus Gregoriadis Research Director@LinusGreg
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Introduction and Methodology
The Business Case
Foundations and Resourcing
Moving Towards Personalisation
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Introduction and Methodology
The Business Case
Foundations and Resourcing
Moving Towards Personalisation
| The Past, Present and Future of Website Optimisation| 8
Aims of the report● To find out how companies are approaching the issue of
testing and optimisation.
● To identify the barriers to optimisation.− Technological− Cultural
● To understand the processes and approaches used.
● To highlight any potential future challenges.
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Introduction and Methodology
The Business Case
Foundations and Resourcing
Moving Towards Personalisation
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Photo credit: 123dan321 on stock.xchng
Why test anyway?
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Testing is key to improving website performance
Source: Conversion Rate Optimisation Report 2014
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● Companies seeing significant increases in sales typically run more A/B and multivariate tests
Testing is key to improving website performance
Source: Conversion Rate Optimisation Report 2014
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“If it is going to fail, fail fast…
“We see a positive benefit from around a third of tests.”
Chris Howard, Head of Digital, Shop Direct
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Case Study: Topshop
● Wanted to improve US experience
● Tested using size formats more familiar to North American shoppers
● Measured not on conversion but revenue optimisation
● Increased revenue by 4.5% with 99% statistical significance
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Photo credit: 123dan321 on stock.xchng
What to test?
What to aim for?
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“The onus is on optimising the funnel and we can’t do it all at once. We’ve started having grown-up conversations about what is the best point to focus optimisation on.”
Daniel Sale, Head of Digital Marketing, Investec Private Bank
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Advanced Website Optimisation is yet to get over the adoption curve…
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Introduction and Methodology
The Business Case
Foundations and Resourcing
Moving Towards Personalisation
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How much to test?
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“We’ve learned what degrees of success you can have. You can chip away and only move the dial so far unless you are doing something significantly wrong.”
Paul Wishman, Group Ecommerce Director, LV
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Size matters
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“Realistically we can run three to four tests a month simultaneously… we never get the volume to the extent of retail banks for example. We need statistically significant samples and that takes time.”
Daniel Sale, Head of Digital Marketing, Investec Private Bank
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“Apart from choosing the right tools, most of the obstacles were related to internal culture and getting buy-in from internal stakeholders.”
David Paice, Group Ecommerce and Admissions Director, Merlin Entertainments
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“Testing has been an internal communications piece and especially because A/B testing involves so many different teams.”
Rachel Waller, Senior Digital Marketing and Social Manager, Farfetch
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Decisions on technology
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• Bought-in software, either off the shelf or customised?
• Built in-house? • Managed services
(when needs are constantly changing)?
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Can your vendor grow with you?
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Introduction and Methodology
The Business Case
Foundations and Resourcing
Moving Towards Personalisation
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“Personalisation is the most exciting challenge and the hardest. There’s so much we can do but it’s finding out what you should and what will add value.”
Rachel Waller, Senior Digital Marketing and Social Manager, Farfetch
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Case Study: Farfetch
● Farfetch hypothesised that people convert more when they understand the business model
● Segment of users: new visitors with over 10 page views in their session
● A message layer slides in, prompting users to read FAQs
● Result: 17% increase in conversion
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93% of companies saw an uplift in conversion rates
since implementing personalisation.
Source: Conversion Rate Optimisation Report 2014
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Ensure incremental gain
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“Testing by revenue is critical to our business. Conversion tells only part of the story.”
Simon Pritchard, Group Digital Director, Arcadia
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One to One?
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“It’s the nature of fashion for consumers largely to behave like the herd in many ways. Perhaps one-to-one conversion isn’t necessary. If you can identify groups of people, that’s good enough.”
Stuart McMillan, Deputy Head of Ecommerce, Schuh
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Case Study: DFS ● Hypothesised: European
customers may need more information when shopping on UK websites
● Targeted users from outside the UK with a layer informing them that DFS shipped to their country
● Result: 23% uplift in conversions for segment
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Over time the majority will adopt best practice
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Final Takeaways
● Testing has seen a surge of growth but barriers still remain.
● People elements are often as significant as technological ones.
● A pragmatic yet continual approach is most likely to pay future dividends.
PEOPLE, PROCESS, TECHNOLOGYNAOSHI YAMAUCHI, CPO@Yamalytics
Brooks BellThe premier firm focused exclusively on
enterprise-level A/B testing, optimization and personalization services.
SOME OF OUR CLIENTS
TALENT, CULTURE, PROCESS ISSUES CAUSING
‘UTILIZATION GAP’ Optimization tools increasing in sophistication
• Tracking across platforms• Personalization• Mobile• More data!
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Capabilities
TALENT, CULTURE, PROCESS ISSUES CAUSING
‘UTILIZATION GAP’ Optimization tools increasing in sophistication
• Tracking across platforms• Personalization• Mobile• More data!
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Insufficient Team & Talent• Business savvy analysts• Technical talent• Data savvy executive influencers
Broken Process• Lack of standards• Minimal documentation
Resistant Culture• Gut-driven decision
making• Minimal training & sharing
UTILIZATION GAP
Capabilities
Use
DRIVING ISSUES
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Utilization ranks 20th out of 24 total categories in Brooks Bell Strategic AssessmentAssessment
Categories
Top Scoring
Worst Scoring
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4 TIPS ON HOW TO CLOSE THE UTLILZATION GAP
So, What can you do?
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ASK YOURSELF:“Do we really have the winning team?”
If the answer is no, you’re not alone ☺.
tip1
OPTIMIZATION TEAM
Strategy Design
Engineering
Analytics
Project Management
Creative
EVANGELIZE & BUILD CULTURE
GET INFLUENCERS RECOGNIZED IN TEST WINS
tip2
WHO IS BROOKS BELL?
WE RING A GONG EVERY TIME WE LAUNCH A TEST
CREATE A REPEATABLE PROCESS Standardize and then document
campaign, dev, QA, test archives
YOU CANNOT SCALE AND MAINTAIN MOMENTUM
WITHOUT PROCESS & STRUCTURE
tip3
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THE STORYOF TESTINGAT BRAND X
2011 2012 2013 2014
DEMAND
COMPLEXITY
TEAM SIZE
# OF TESTS
PROCESS
CULTURE
DOWNLOAD! Campaign QA Checklist – bbi.bz/qa-2014
tip4START TARGETING SEGMENTS FOR TESTING.
IT WILL MAKE IDEATION MORE EFFECTIVE.
DOWNLOAD! Campaign QA Checklist – bbi.bz/qa-2014
Case Study: New v. Returning
Segment: New customers
Goal: Increase orders
Issue: Confused as to what the different fits mean
CONTROL CHALLENGER
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TIP 1: Ask yourself “Do we really have a winning team?”
TIP 2: Get influencers recognized in test wins
TIP 3: Create a repeatable process
TIP 4: Start targeting segments for testing