Thursday, May 22nd
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Introductions
A/B Testing?
Optimization tips
Live Demo
One-Click integration with AT Internet
Examples & Applications
Final remarks
Introductions
Introductions : Optimizely
Fabian Liebig
Marketing Manager
@Optimizely since June 2013
@FabianLiebig
Dan Pete
2008 :
Dan — Campagne Obama
2008 – 2010 :
Carrotsticks, Spreadly,
et Y Combinator.
2010 : Création d’Optimizely
Avril 2013 : Levée de $28M pour s’exporter
Mai 2014 : Levée de $57M
$28M
$57M
Introductions : Optimizely
7000+ Happy
Customers
At internet
Introduction : AT Internet
18
+3 500
+ 350 000
+ de 150
years experience
customers from all sectors
sites measured
employees all over the world
At internet
Introduction : AT Internet
1. AT internet Tag is remotely implemented in MV test
2. MV test measures are restituted into the Digital
Analytics tool
1- AT tag
2 - Test data
Partnership: principles
Optimization Tips
1. Define & measure your most common visitor path
2. Identify webpages with highest amount of traffic
3. Investigate where you see the highest exit rate
4. Identify the pages that generate the highest revenue
5. Investigate which pages can provide most data on your
visitors
Optimization Tips
Case Study
Original Page Winning Variation
Case Study
+10% clicks
Case Study
Original Form Variation B
Case Study
Original Form Variation B
+116% filled out
forms
Results:
Live Demo
Platform Demo
The integration at a glance
The user sideIntegration in few clicks via the Optimizely visual editor
The technical side
Optimizely sends 3 parameters to the AT Internet servers
« s »: Account Number within AT Internet
« abmvc »: OptimizelyTestID[OptimizelyTestName]-0-VariationID[VariationName]
« type »: Type of Test, always « mvt » Multivariate Test
The AT Internet side« Usability » « Multivariate Testing » in left menu « Tests » get metrics on all tests launched on Optimizely,
classified per test, variants, and creatives.
The integration at a
glance
Source : help.optimizely.com
1. AT internet Tag is remotely implemented in MV test
Reduce tracking implementation time
2. MV test measures are restituted into the Digital Analytics tool
Consolidate all data for global analyses and data
interpretation
1- AT tag
2 - Test data
Partnership: benefits
MV testing results in your digital analytics
Optimizely will indicate the « Winner variation » according the
objective of the test
But is it also the winner according
your website objectives and KPIs?
Test results & site performance
Criteria for the test
= click ratio
Site KPI
= number of registration
winner
+10% clicks
Test results & site performance
Focus on a specific population: Segmentation
Site Segment
Sources
Conversions
Navigation
Etc.
Sources
conversions
Navigation
Etc.
segmentationSegmentation: How it works?
1. Get a deeper insight into test results directly within the AT Internet
interface.
• Sources, entry page
• Time spent, PV, navigation path
• Conversions funnel
• Purchase made
• Equipement , Etc…
2. Ensure there is no deterioration of your main or secondary
objectives
Validate a test upon your kpis
Examples & use case
Test on the message for an offer
2 for 1 -50%
Use case
Test on the message for an offer
2 for 1 -50%
Use case
50€ 30€
2 for 1 -50%
Test on the message for an offer
With Analyzer and our segmentation tool : check also performance of each
variation on indicators such as purchase amount, number of products
Use case
2 for 1 -50%
50€ 30€
Use case
Test on the message for an offer
With Analyzer and our segmentation tool : check also performance of each
variation on indicators such as purchase amount, number of products
Compare new visitors with returning visitors
are the results for new clients the same as for returningclients?
Understand distorted results
check if external event such as equipment (screens, browers..) can be the explanation
Go further than validate « a template »
check if the winner is also a winner for all type of topics or aisle products?
Other use case
Conclusion
2. ExperimentQueue and
Log of active experiments
3. RunExperiment
4. Resultsand Key
takeaways
1. Brainstorming & Prioritizing
Conclusion
blog.optimizely.com
help.optimizely.com
Fabian Liebig
Case study
“PriceMinister integrates MV
testing and increases
turnover by 5%”
http://www.atinternet.com
http://blog.atinternet.com
Marie-Alix Achard
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