Lessons learned from hundreds ofA/B tests

Cornelia Seitz, AB Tasty

E-commerce Media AgenciesLeads

70 people

6 years expertise

> 350 Premium clients

1st French AB Testing/Personalization solution*

*source :

How long do you think it takesfor digital marketers

to recover their investmentsin conversion optimisation?

How about 3 weeks ?

+14% click rate

-10% bounce

rate

From testing to personalisation Take a stairway to sucess

1. Define hypothesis

2. Launch test

3. Analyse results

4. Personalise

Personalize your websitebased on test results and customer segments

HP for Returning users HP for New users

+14% registration

s

Identify critical pages

CHALLENGE Large amout of users adding products to the cart but dropping off and not finalizing the purchase

HYPOTHESIS Too many distraction elements on the cart page ! reducing those elements will have a positive impact on shoppingcart closure rate.

PRIMARY GOAL Conversion = Sales Transaction

+16%conversion

rate

Increase Cart Conversion by reducing distraction in the cart

Verify Best practicesto conscously invest

CHALLENGE Measure cost/ benefit ratio of product videos and find corresponding product segments.

HYPOTHESIS Removing the video presentation from the product page has a negative impact on the add to cart rate

PRIMARY GOAL Add to cart rate

Consciously invest based on actual data points

Cost/ value ratio

Look at data from different perspectives

Draw the right conclusionsDEPENDENCIES Assure you have a complete overview on dependencies between different goals/ external traffic acquisition/ promotions for a test – not only after consulting a data analyst ☺

FILTER/ SEGMENT Assure filtering/segmenting solutions can be applied to your test – ideally upfront and retrospectively

GOALS Define global goals and combine with test based goals

Present your product rangeCHALLENGE: Low shopping cart value/ low number of products in the cart.

HYPOTHESIS Displaying corresponding products will increase number of products in the cart.

PRIMARY GOALS Conversion & AOV

I would look for another example as this one is not so much known and quite much repetitve with the first one

Increase items/cart via product presentation

+11% product views

+10% of sales

Optimize customer Experience via testing cross-selling rules

Engage your audience with a personalised message based on their behaviour

CHALLENGE Offer the same promotion across all on- and offline channels

HYPOTHESIS Communication adapted to user behaviour will show same results as in offline promotions

PRIMARY GOAL Purchased Items

+15% pts in online sales

Address your audiencethe way they expect

+14% conversion

Optimize your message +30%

clicks

Assure performance after relaunch by progressive redirection

+37% conversion

Maximise your revenues in real-time

1 2 3 4

Key takeaways

Segment -Products -Tests -Users

Analyse - Traffic - Critical

pages - USP

Define - Hypothesis - Goals - Elements

Personalize -

Cornelia Seitz

+49 221 9823 5002 Cornelia@abtasty.com linkedin.com/in/corneliaseitz xing.com/profile/Cornelia_Seitz