e-Commerce Testing: The Coming of Age
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In this SlideShare, you'll learn how to scope and execute an online testing strategy geared towards building sustainable revenue growth.
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e-Commerce Testing: The Coming of Age
- 1. © 2013 Forrester Research, Inc. Reproduction Prohibited 1
- 2. the world of e-Commerce testing and personalization is changing Zee Aganovic, Ph.D. Founder & CEO, HiConversion
- 3. 2000 2014 Site Analytics PersonalizationA/B Split and Multivariate Testing Sustainablevalue EVOLUTION OF e-COMMERCE OPTIMIZATION 2006 2009 e-Commerce Revenue Performance Management
- 4. eRPM is a disruptive technology framework for sustainable online revenue growth ! ! eRPM! EVERYTHING! INTERACTS! WITH! EVERYTHING multi- everything E-COMMERCE! TECHNOLOGY IS! VERY COMPLEX ! virtualization (no IT needed) CUSTOMER! PREFERENCES! ARE ALWAYS! CHANGING real-time
- 5. e-commerce technology is very complex OVERCOMING SUSTAINABLE REVENUE GROWTH BARRIERS
- 6. traditional optimization requires IT resources 1. Custom tagging of pages 2. Custom scripting of optimization variables 3. Implementing your optimization results
- 7. solution. virtualization US PATENTS: 7779161 and 8499237 <HEAD> HICONVERSION HEAD TAG </HEAD> <BODY> HICONVERSION BODY TAG </BODY>
- 8. US PATENTS 7779161 and 8499237 solution. virtualization STEP 1: Select an element to add to the campaign.
- 9. solution. virtualization US PATENTS 7779161 and 8499237 STEP 2: Click on ‘move’ to relocate the element.
- 10. solution. virtualization STEP 3: View the new variable you just created.
- 11. everything interacts with everything else OVERCOMING SUSTAINABLE REVENUE GROWTH BARRIERS
- 12. optimization requirements are escalating; finding what works is getting more difficult MULTI-DEVICE MULTI-PAGE MULTI-VARIATE MULTI-SEGMENT
- 13. combining A/B test results doesn’t work.
- 14. full-funnel, multi-segment, multi-variate, multi-targeting, and more solution. multi-everything optimization $$$ SINGLE CAMPAIGN. END-TO-END RESULTS.
- 15. customer preferences are constantly changing OVERCOMING SUSTAINABLE REVENUE GROWTH BARRIERS
- 16. case study. free shipping experiment
- 17. week one. strong performance with $50 min.
- 18. week two. can significant results change?
- 19. e-Commerce surprise: the magnitude of visitor time varying behavior
- 20. figure 1. REVENUE PER VISITOR (RPV) OVER TIME – ONE PAGE visitors reactions to the same experience can fluctuate significantly over time. POINT 1 RPV = $1.82 POINT 2 RPV = $4.09
- 21. solution. real time optimization VERSION A VERSION B 15%88% figure 2. CAMPAIGN VS. BASELINE RPV PERFORMANCE 85%12% $95.00$95.00 US PATENT 8321359
- 22. benefit. sustainable revenue growth
- 23. ready, set, launch operating in a world of Kristopher Jean e-Commerce Content Manager, L’Orèal USA multi-everything
- 24. MULTIPLE! STAKEHOLDERS MULTIPLE! PHASES MULTIPLE! PAGES MULTIPLE! TECH RESOURCES MULTIPLE! VARIABLES MULTIPLE! SEGMENTS MULTIPLE! DEVICES MULTIPLE! TARGETS we live in the age of multi-everything e-Commerce
- 25. each of these tenets can fit together under the umbrella of one multi-everything optimization strategy … but how are these moving parts orchestrated to work seamlessly?
- 26. GETTING STARTED WITH ERPM build your very own optimization roadmap. four key aspects of any roadmap: 1. Brainstorming ideas 2. Setting expectations 3. Aligning tactical resources 4. Managing expectations
- 27. part 1. brainstorming ideas Get the scoop on anti-aging and find the routine right for your skin concern Learn More PERSONALIZATION A: ANTI-AGING
- 28. part 1. brainstorming ideas Get the scoop on anti-aging and find the routine right for your skin concern Learn MoreThe Ultimate Man 3-step routine: Cleanse, Shave, and Moisturize! Learn More PERSONALIZATION B: MALE
- 29. part 2. setting expectations what do we want to accomplish and how does this campaign look? A PERSONALIZATION PERSONALIZATION B SEGMENT: SEO SEGMENT: PES SEGMENT: SEO SEGMENT: PES • ANTI-AGING KEYWORDS • 5-PAGE FUNNEL • 5 BANNERS • 6 POSSIBLE PES SCORES • 5-PAGE FUNNEL • 5 BANNERS • 3 POSSIBLE PES SCORES • 5-PAGE FUNNEL • 2 BANNERS • MALE KEYWORDS • 5-PAGE FUNNEL • 2 BANNERS ANTI-AGING MALE
- 30. part 2. setting expectations what do we want to accomplish and how does this campaign look?
- 31. part 3. aligning resources what tactical resources are necessary to get this strategy off the ground? DEVELOPMENT RESOURCES
- 32. part 4. managing expectations PRELIMINARY NET RESULTS – CAMPAIGN-WIDE +59.76% RPV, +127% CONVERSION RATE The Ultimate Man 3-step routine: Cleanse, Shave, and Moisturize! Learn More MALE RPV CONVERSION RATE AOV +3.86% +2.08% +1.74% TOP PERFORMER +230.77% RPV, +148% CONVERSION RATE ANTI AGE TOP PERFORMER Repair and replenish skin overnight with the Midnight Recovery Concentrate collection Learn More
- 33. The ABC’s of eRPM Just e-mail Maeve at: info@hiconversion.com FREE ECOMMERCE GUIDE