sitespect 5 optimization case studies e-bookpages.sitespect.com/rs/712-fbt-256/images/ebook-5... ·...

The Key to Optimization SuccessPage 2

How Intuit Created a Better Customer Experience Page 3

FullBeauty Brands Optimizes the Shopping Experience Page 6

Quill Enhances its Check-out ExperiencePage 9

Survey Says: SiteSpect is the Winning Optimization Solution1

It’s Trulia Important to Optimize the Entire User ExperiencePage 14

SiteSpect’s Approach to OptimizationPage 19

Learn MorePage 20

In ThIs Issue:

5 OpTImIzaTIOn Case sTudIes

http://www.sitespect.com/

5 Optimization Case Studies

What would happen if you approached all of your professional beliefs as assumptions that could be tested? You would create hypotheses for which you could design experiments to find out where the real truth lies. In order to build a culture of optimization in your company, that’s exactly what you need to do. Adopting this kind of experimentation as a mindset enables you to test more ideas, brainstorm more alternatives, and maximize what’s possible. The best part is that experimentation is not limited to just your marketing initiatives,

because it can include other parts of your organization to encompass the entire user experience.

There are companies that are way ahead of the game when it comes to creating and nurturing an organizational-wide culture of optimization. The highly competitive online marketplace has driven companies to pioneer the experimentation mindset beyond the digital marketing, analytics, and testing teams to include product management as well as the user experience and development teams. Everybody

wins with experimentation:

• Product Managers and developers can mitigate risk and quantify ROI by testing new features and releases.

• User experience teams can try out new process flows in checkout and registration to determine user preference.

• IT teams can validate infrastructure and service changes that improve site speed and performance.

• And the marketing team can improve site design, content, and offers.

In the case studies that follow, you’ll learn about five companies who are using experimentation and optimization as means of continuous improvement, with impressive results. Read on!

The Key TO OpTImIzaTIOn suCCess

WhaT’s The Key TO OpTImIzaTIOn suCCess?

Adopting experimentation as a mindset enables you to test more ideas, brainstorm more alternatives, and maximize what’s possible.



5 Optimization Case Studies InTuIT

hOW InTuIT CreaTed a BeTTer CusTOmer experIenCe By ImprOvIng sITe perfOrmanCe

WeB perfOrmanCe maTTersWhen it comes to the overall effectiveness of a website, there are many variables, but one agreed-upon constant: visitors strongly dislike slow-loading pages. In fact, research shows that visitor behavior is directly related to the speed of the browsing experience, and that conversion rates and overall customer satisfaction decreases when a site’s pages load slowly. According to the Aberdeen Group, a one second delay in website performance will result in a 7% loss in conversions, an 11% decrease in page views, and a 16% reduction in customer satisfaction.

In addition to lower conversion rates, slower-loading websites also receive less organic search traffic. That’s because search engines such as Google penalize slower-loading websites in their search results by ranking them lower on the search results page. This means significantly less click-through organic traffic than faster websites. For example, the website at the top position of the search results page receives 32.5% of the traffic while the site listed in the second position receives only 17.6% of traffic.

Unfortunately, the impact of slower page load times on conversions and search traffic can affect a company’s bottom line. These are just two of the reasons that drove Intuit’s Small Business Group to undertake a web performance initiative to ensure that its websites load as quickly and efficiently as possible.

Intuit has built a world-renowned brand by creating an array of easy-to-use accounting tools that help small business owners run their companies more efficiently. One of those tools is Intuit Payroll, which is the number-one payroll solution in the United States (based on aggregate customer count as of June 30, 2013), used by more than one million customers.

Mukul Sheopory, a web marketing manager at Intuit, works with a team of web analysts, developers and UX professionals to help create the best online customer experience possible for Intuit Payroll’s customers. As part of the web performance initiative, Sheopory found that legacy page tags and non-optimized images, among other factors,

Challenge: Intuit Payroll discovered that its website performance (from a page speed perspective) was hindered by a number of issues, including legacy page tags from its previous testing tool.

sOluTIOn: SiteSpect, which uses a tag-free approach to optimization, enabled Intuit Payroll to accelerate its site performance dramatically while providing A/B and multivariate testing for all areas of its website.

resulTs: Within six months of deploying SiteSpect, Intuit Payroll’s page load times improved by an average of 35%.




were causing a drag on site performance. Sheopory and his team made some strategic site changes that helped to accelerate page speed somewhat, but he knew there was more to do.

a BeTTer, leaner, fasTer WeBsITeFollowing site improvements based on a performance audit, Intuit migrated its testing platform to SiteSpect for all Small Business Group websites, including Intuit Payroll. Prior to implementing SiteSpect, Intuit Payroll’s website performance was impeded by the existence of page tags, which are known for slowing down sites. Page tags that change content, such as those used by most testing and targeting tools, impact site speed because they delay the full rendering of the page.

After deploying SiteSpect, page load times improved by 35%, a very significant improvement.

“Once we switched over to SiteSpect, we did not need any of the old tags,” said Sheopory.

InTuIT

Intuit Payroll homepage




“For example, our home page had numerous tags from tests done over the past two years using our previous vendor. Once we went to SiteSpect, all of those tags could be completely stripped out, and what’s left on the page is exactly what matters. And, because SiteSpect does not use tags for testing, it introduced no latency to our pages,” he said.

SiteSpect is an optimization solution that enables companies to test every part of their site – including how it looks and works. With SiteSpect, Intuit optimizes both front-end content and back-end functionality, while creating relevant and targeted experiences for every visitor, without the performance penalty of tags. With the power of the world’s most comprehensive digital optimization platform, online businesses such as Intuit are able to test everything and target anyone while eliminating the flicker effects caused by tags.

Sheopory explained “There are no limitations to what you can test or who you can target with SiteSpect. It is a powerful testing tool that has allowed us to test rapidly, and helped us deliver an even greater user experience by accelerating the speed of our website.”

nexT sTeps WITh TesTIng and OpTImIzaTIOnSheopory advises companies that aren’t optimizing the performance of their sites to start doing so, but to tackle the problem in batches, starting with the easy fixes first and then moving to more complex improvements.

“I would recommend taking stock of what is causing pages to slow down, because it varies from company to company,” said Sheopory. “There’s obviously some low-hanging fruit like getting rid of old testing page tags, optimizing images, and lazy-loading videos, which should be implemented right away to make rapid site performance improvements. Then, focus on the bigger initiatives, like moving to a tag-free testing tool such as SiteSpect in a phased approach.”

InTuIT

“There are no limitations to what you can test or who you can target with SiteSpect. It is a powerful testing tool that has allowed us to test rapidly, and helped us deliver an even greater user experience by accelerating the speed of our website.”

Mukul Sheopory, Senior Web Marketing Manager, Intuit.

aBOuT InTuIT InC.Intuit Inc. creates business and financial management solutions that simplify the business of life for small businesses, consumers and accounting professionals. Its flagship products and services include QuickBooks®, Quicken® and TurboTax®, which make it easier to manage small businesses and payroll processing, personal finance, and tax preparation and filing. Mint.com provides a fresh, easy and intelligent way for people to manage their money, while Demandforce® offers marketing and communication tools for small businesses. ProSeries® and Lacerte® are Intuit’s leading tax preparation offerings for professional accountants.

Founded in 1983, Intuit had revenue of $4.2 billion in its fiscal year 2013. The company has approximately 8,000 employees with major offices in the United States, Canada, the United Kingdom, India and other locations. More information can be found at www.intuit.com.



5 Optimization Case Studies fullBeauTy Brands

fullBeauTy Brands OpTImIzes The shOppIng experIenCe aCrOss ITs mulTIple WeBsITes

FullBeauty Brands is a brand portfolio that owns and operates eight separate websites, which specialize in plus-size apparel for women and men, as well as home fashions. Brands such as Woman Within®, KingSize®, fullbeauty®, Jessica London®, Roaman’s®, OneStopPlus.com® and BrylaneHome® have built a solid reputation as top online shopping destinations that provide a wide variety of high-quality and fashionable apparel and home goods at affordable prices.

As the Director of Ecommerce for KingSize, Mathieu Clavié provides strategic direction for testing and optimization for all eight FullBeauty Brands sites. One of his first responsibilities was to choose the company’s web optimization provider. After a vendor search based on criteria such as reliability, agility of testing, and approach to technical implementation, Clavié decided that SiteSpect met the needs of FullBeauty Brands.

SiteSpect is the only optimization solution that enables companies to test every part of their site – including how it looks and works. Online

shopping sites, such as those owned and managed by FullBeauty Brands, can optimize content as well as features and functionality, while creating relevant experiences for every visitor.

“We’re an extremely data-driven company, and needed a powerful A/B testing tool that kept up with us. SiteSpect has proven to be powerful, reliable, and precise,” explained Clavié. “We have confidence in the results we get from running tests with SiteSpect, which is extremely important when we’re using these results to build our future website strategy.”

TesTIng Trumps preCOnCeIved nOTIOnsWhile Key Performance Indicators (KPIs) drive much of the strategic planning related to testing, equally as important to Clavié and his team is creating the best user experience possible for the customer.

Challenge: With eight online shopping sites in its portfolio, FullBeauty Brands required a powerful, precise, and reliable testing and optimization solution.

sOluTIOn: The company chose SiteSpect, the only optimization solution that enables companies to test every part of their site – including how it looks and works.

resulTs: Testing a new homepage concept for Brylane Home saw a double-digit lift in total click-throughs over the control.




“We are positioning our brand as the expert in the plus-size and big-and-tall fashion market,” said Clavié. “This is top of mind as we test and update our sites with new features. Everything we do must reinforce our brand’s positioning.”

Clavié found that knowing when to test is equally important as what to test. When Clavié and his team decided to test a change to the “Add to Cart” button, including the size, color, and related “Email to a Friend” and “Add to Wish List” buttons on KingSizeDirect.com, they decided to start testing efforts in the fall, but then paused the test at the end of October to preserve test integrity.

“Testing criteria and control may be rock solid, but if you conduct a test during busier shopping seasons, such as Christmas, the results could be skewed,” said Clavié. “We know that typical customer behavior is different during the holiday shopping season, and so are the demographic and motivating factors, which are generally gift-driven. One great thing about SiteSpect is how easy it is to start, stop, or pause a test. It’s as easy as flipping a switch.”

fullBeauTy Brands

KingSize homepage

Brylane Home homepage




alWays Be TesTIng sOmeThIng neWWhile testing on-site search may not be a high priority test for many online retailers, it should be, according to Clavié. WomanWithin.com is currently testing a unified search field in its site header, which enables customers to enter an item number and get directly to that product’s page as well as search for items more generically, such as entering “red dress” to see all items fitting that description. The test will determine whether the site should offer one unified search field or keep these search approaches separate.

“Our motto is to always be testing something new, then change it a little followed by retesting to see if the results can be replicated,” said Clavié. “We know that even small tests can give us the answers we’re seeking if we decide to do a more massive website makeover.”

While the benefits of site testing and optimization are not unknown to most successful online businesses, how FullBeauty Brands approaches testing might be.

“We have a dedicated testing task force that owns the process from beginning to end,” said Clavié. “That way, creating and managing tests does not overwhelm any one person and testing doesn’t get pushed and back-burnered for any reason. If the team is defined from the beginning, and point people are assigned as liaisons to other departments, such as the web design team, the testing process will go much more smoothly for everyone involved.”

Beyond creating a team dedicated to helping create and execute testing strategy, Clavié suggests that companies who may not be testing and optimizing their web presence yet to start with simple tests.

“Start with easy tests, such as coupon banners, which are more marketing-related,” he said. “Once you have built some competency, then you can move on to more sophisticated tests, such as on-site search, or the number of items per page, etc.”

fullBeauTy Brands

“We’re an extremely data-driven company, and needed a powerful A/B testing tool that kept up with us. SiteSpect has proven to be powerful, reliable, and precise.”

Mathieu Clavié, Director of Ecommerce KingSize

Clavié adds, “We knew that testing was the only way to verify our hunches. Now that we’re testing regularly, SiteSpect has become a very important part of our business. There’s no way we could go back to our old way of doing business. Testing is much like conducting a survey to see what customers prefer, without the intrusiveness. The results are validated and the process is seamless, invisible, and doesn’t adversely affect day-to-day business, which is a win-win for us and our customers.”

aBOuT fullBeauTy BrandsFullBeauty Brands is the preferred brand portfolio of women’s apparel, shoes, lingerie, men’s and home products dedicated to plus sizes. Proprietary brands under the FullBeauty Brands umbrella include: Woman Within®, Roaman’s®, Jessica London®, fullbeauty®, KingSize®, BrylaneHome®, BCO® Bargain Catalog Outlet™ and OneStopPlus.com®, an online marketplace featuring thousands of brands and products, the #1 destination to shop for plus sizes.



5 Optimization Case Studies QuIll

QuIll enhanCes ITs CheCK-OuT experIenCe

aCTIOnaBle daTa drIves BeTTer BusIness deCIsIOnsQuill supplies products that help run small and medium businesses. Its dedication to providing the best possible customer service includes continually soliciting feedback from customers.

When this feedback process uncovered issues with the online check-out experience, Quill turned to SiteSpect to test and validate potential website changes – either positive or negative.

adjusTmenTs TO CheCK-OuT flOW prOduCes BIg resulTsIt’s one thing to test different designs on a check-out page, but it’s another to test the effect of removing part of the check-out flow altogether. Quill did just that with its product recommendation page – a technically complex page that used predictive modeling. Testing check-out results with this page versus without it uncovered that the recommendation page provided too much additional detail and was an obstacle for users during the check-out process.

SiteSpect’s data-driven approach to determining which changes made a significant difference to the check-out flow “helped us draw a line in the sand,” said Matt LaBarre, Senior Analyst, Global Testing and Web Analytics for Quill. “During this test, overall site conversion improved and we continued to see similar trends in conversion after we deployed permanent changes associated with the SiteSpect test.”

analysIs and segmenTaTIOn Were KeyAccording to LaBarre, the additional analysis that SiteSpect enabled, including segmentation around behavior of individual visitors, was key to success. “Seeing results in real time was critical for us, and also having access to downloadable data to run our back-end analysis was essential to gaining upper management’s buy-in of the results.”

Other positive results of working with SiteSpect have included improved cross-department communication and enhanced ability to focus on areas in need of site improvements. “The increase in

Challenge: Customer feedback indicated that Quill’s online check-out experience was complicated and lengthy, resulting in lower conversions.

sOluTIOn: Testing with SiteSpect enabled Quill to determine which website changes quantifiably improved the check-out experience.

resulTs: Overall site conversion improved 57 basis points, translating to double-digit million dollar revenue lift on an annualized basis.




site conversion was a great proof point to the effectiveness of the testing team. In fact, the gains from this test have helped fund the e-commerce and testing team ongoing into the future.”

InCreased COnfIdenCe and InfOrmed deCIsIOn-maKIngQuill is moving faster than ever with site improvements. “We’re making better, more informed decisions on how to improve the customer experience,” said LaBarre. “SiteSpect is a main player in our testing pipeline activities and we continue to see great gains from multiple campaigns.”

Only SiteSpect enables customers like Quill to test every part of their site, from how it looks to how it works. In fact, SiteSpect clients can test everything – front-end usability, back-end functionality, dynamic content, mobile web, and native mobile apps – and target anyone, all in one solution.

aBOuT QuIll.COm.Quill.com provides busy professionals every product they need to run their small- and medium-size businesses. Delivering an expansive assortment of products like technology, cleaning & breakroom supplies, business furniture, safety products and general office supplies, our singular focus is on meeting the needs of our customers.

Founded in 1956, Quill.com is headquartered in Lincolnshire, IL, and employs more than 500 people and operates 12 state-of-the-art distribution centers. In 1998, Quill.com proudly became part of Staples, Inc. For more information, visit www.quill.com.

QuIll

Quill.com's homepage

“Seeing results in real time was critical for us, and also having access to downloadable data to run our back-end analysis was essential to gaining upper management’s buy-in of the results.”

Matt LeBarre, Senior Analyst, Global Testing and Web Analytics for Quill



5 Optimization Case Studies surveymOnKey

survey says: sITespeCT Is The WInnIng OpTImIzaTIOn sOluTIOn

Online surveys have become an integral tool by which organizations gather customer insights that inform important business decisions and act as a complement to other tactics that gauge customer sentiment, such as face-to-face interviews, focus groups, and social media. One innovative company at the forefront of the online survey market is SurveyMonkey, the world’s largest and most trusted online survey platform.

SurveyMonkey’s site has received 479 million unique site visitors to date, with 43 million surveys completed and 2.2 million responses received every day. In 2011, the company sought new technology to meet its aggressive site testing goals. It was imperative that the new testing solution enabled the company to create tests more quickly and have them managed by less technical personnel. After running sample tests and conducting due diligence, SurveyMonkey decided that SiteSpect’s comprehensive testing and optimization solution checked all the boxes.

Only SiteSpect lets companies test every part of their site, from how it looks to how it works. For example, customers can test front-end usability, back-end functionality, dynamic content, mobile web, and native mobile apps – all with targeting and personalization in one solution from SiteSpect. With the power of the world’s most comprehensive digital optimization platform, online businesses are able to test, target, and optimize everything on their site without limits.

“SiteSpect offers a non-intrusive reverse proxy solution, which quelled our concerns of the testing system affecting page load time or performance,” said Deirdre Norris, Product Manager at SurveyMonkey. “The SiteSpect on-premise option that we chose satisfied our security and privacy requirements and is capable of performing a wide variety of test types and analytics. It met all of our criteria in these three key areas.”

Challenge: SurveyMonkey sought to increase sign-up and retention rates, conversion-to-paid rates, user engagement, and performance, while keeping the testing queue manageable.

sOluTIOn: They turned to SiteSpect for a more flexible and nimble optimization solution that allowed SurveyMonkey to quickly create tests which could be managed by less technical personnel.

resulTs:SurveyMonkey improved its engagement metrics by testing its product sign-up flow.




CreaTIng Clearly defIned TesTIng prIOrITIesWith SiteSpect, the SurveyMonkey product management team set their sights on creating an updated web optimization program that delivered results for both SurveyMonkey and Wufoo, an online form builder company that it acquired in 2011. The sites’ high traffic volumes allow SurveyMonkey to engage in a good deal of A/B and multivariate testing. In order to keep tests high impact and the testing queue manageable, Norris and her team keep testing priorities well defined and stick to these priorities closely. These optimization priorities are focused on improving:

• Sign-up rates

• Conversion-to-paid rates (on LTV-basis)

• Retention rates (decrease churn rates)

• User engagement (largely through targeted product marketing)

• Performance parity of new or improved features

TesTIng The hypOThesIs: fOllOWIng The daTaAlthough SurveyMonkey and Wufoo still operate as two distinct websites, the subscription-based freemium model is shared by both. Shortly after the acquisition, Wufoo began offering annual subscriptions, and the change in plan offerings required some testing by Norris and her team in order to determine which page template converted better. The Plans and Pricing page defaulted to display the monthly plans only, with a single call-to-action to see the annual plan offering.

“We tested adding more prominent links to the annual plan version of the page,” explained Norris. “We hypothesized that we would see an increase in annual plan conversion rates and a decrease in monthly plan conversion rates, but we wanted to make sure that net-net, the result was a positive LTV impact. Through testing, the variation showed a lift in LTV, so it’s now live in production.”

After the success with the Plans and Pricing page test, Norris and team decided to optimize the sign-up flow. SurveyMonkey asked users to provide additional information about the kind of surveys they were interested in before they were dropped into the product, and the company wanted to make sure this additional step did not negatively impact sign-up or engagement rates.

surveymOnKey

Pricing Page – Before and After




Norris and her team assumed that asking users to provide more information would show a drop-off in the sign-up rate, but would also show improved engagement since they would be able to provide more targeted content based on information that users provided. However, sometimes even the most logical assumptions are not proven by testing, which was the case in this particular test.

“We were testing something that conventional wisdom says you shouldn’t do, which is making your sign-up funnel longer, but the results were actually counter-intuitive,” said Norris. “The test showed that adding the additional step did not significantly affect sign-up rates, and actually improved our engagement metrics – so this additional step is now included by default.”

In the end, SurveyMonkey found that site testing did exactly what it’s supposed to do: either prove or disprove a hypothesis. Testing takes the guess work out of designing and continuously improving a web site that customers want to come back to and use.

As for companies that still think web optimization is a luxury, rather than a must-have? “If you’re never done any optimization testing, you’re probably missing a lot of low-hanging fruit. Use your traffic wisely,” concluded Norris. aBOuT surveymOnKey

SurveyMonkey is the world’s largest survey company, helping customers collect more than 2 million online survey responses every day. SurveyMonkey revolutionizes the way people give and take feedback, making it accessible, easy and affordable for everyone. The company was founded in 1999 with a focus on helping people make better decisions and has built technology based on more than 10 years of experience in survey methodology and Web development. Customers include 99 percent of the Fortune 500, academic institutions, small businesses, HR departments and neighborhood soccer leagues everywhere. The company has more than 200 employees throughout the United States and Portugal, with headquarters in Palo Alto, CA.

surveymOnKey

Sign-up flow – Before and After

“SiteSpect offers a non-intrusive reverse proxy solution, which quelled our concerns of the testing system affecting page load time or performance.”

Deirdre Norris, Product Manager, SurveyMonkey



5 Optimization Case Studies TrulIa

IT’s TrulIa ImpOrTanT TO OpTImIze The enTIre user experIenCe

agIle TesTIngTrulia is the leading online marketplace for home buyers, sellers, renters, and real estate professionals. To succeed in a consumer space such as real estate, it is vital to cater to every audience. In order to do that, Trulia sought an optimization platform to help them identify the best-performing combination of features and design elements for both home buyers and realtors. It was critical that this new solution fit into Trulia’s agile development framework.

“Trulia chose SiteSpect because the functionality fits well with our rapid, iterative development process,” said Dan Voorhies, Director of Analytics at Trulia. “For smaller changes to Trulia, SiteSpect allows us to modify content outside of our release process and quickly use quantitative data to evaluate changes. SiteSpect also works well for traffic management, allocation, and analytics for the larger-scale testing that we need for major changes in the user experience.”

Only SiteSpect lets companies test every part of their site – from how it looks to how it works. For example, Trulia can test front-end usability,

back-end functionality, dynamic content, mobile web, and native mobile apps – all with targeting and personalization in one platform.

Tag-free apprOaChTrulia appreciated SiteSpect’s tag-free approach to testing because tag-based optimization solutions have the potential to ruin the user experience on the site.

“One of the keys to A/B testing is the ability to iterate rapidly, so we liked that SiteSpect offered us the ability to run simple HTML find-and-replace tests without needing to push the test products live during our standard release cycle,” Voorhies noted.

Trulia began using SiteSpect in late 2011, testing a variety of pages that run deep into the funnel. Now, nearly every page redesign on Trulia.com is tested through SiteSpect. This includes major overhauls of its webpages, such as the home page, the search results pages, and the individual property pages, as well as small aesthetic changes such as button colors and sizes.

Challenge: Finding an optimization platform that would help improve the user experience for different audiences on Trulia's website.

sOluTIOn: Trulia chose SiteSpect, which lets companies test the entire user experience – from how a site looks and works – and target anyone.

resulTs: By providing the best possible online customer experience, Trulia's site traffic has grown 42% year-over-year as of Q1 2014.




neW feaTure TesTIngTesting new features helps Trulia hone in on the most intuitive page layout for the visitor. According to Voorhies, the result is a much cleaner and more navigable page. The company also tests new user features to understand their impact on key consumer and business metrics. Data derived from SiteSpect experiments guides Trulia in making site changes that improve the online user experience, leading to better customer engagement and loyalty.

“Any time we put out a new feature, SiteSpect allows us to run a side-by-side experiment, and then use data and analytics to determine whether it’s a good thing for site visitors on both desktop and mobile,” said Voorhies. “For example, we knew there were certain features that were valuable, but they were down on the page. Moving these features to a more prominent place on the right rail of the page or right below the picture, helped drive a lot more engagement.”

TrulIa

Trulia’s homepage




OpTImIzaTIOn pays Off“At Trulia, we want to make sure that we are constantly innovating to create the best possible user experiences for homebuyers, sellers, and renters,” said Voorhies. “Testing with SiteSpect gives us a way to measure the side-by-side performance of these designs with a much larger sample of users than would be possible in a qualitative study.”

Voorhies said that Trulia is constantly running tests to make sure that the site is optimized for the user experience. In fact, at any given time, the company may have up to six concurrent tests running to improve different areas of the site.

“Internet-based companies have the unique opportunity to measure and quantify user preferences through their behaviors. The ability to run true randomized tests is a huge differentiator from offline industries,” Voorhies concluded. “If you foster an iterative, hypothesis-driven culture at your company, you can let users ‘vote with their clicks’ to answer key optimization questions, as opposed to assuming what users want.”

aBOuT TrulIa, InC.Trulia (NYSE: TRLA) gives home buyers, sellers and real estate agents all the tools and valuable information they need to be successful in the home search process. Through its innovative mobile and web

TrulIa

“Trulia chose SiteSpect because the functionality fits well with our rapid, iterative development process.”

Dan Voorhies, Director of Analytics, Trulia

products, Trulia provides engaged home buyers and sellers essential information about the house, the neighborhood, and the process while connecting them with the right agents. For agents, Trulia, together with its Market Leader subsidiary, provides an end-to-end system that enables them to find and serve clients, create lasting relationships, and build their business. Founded in 2005, Trulia is headquartered in San Francisco with offices in New York, Denver, and Seattle. Trulia and the Trulia marker logo are registered trademarks of Trulia, Inc.



5 Optimization Case Studies CampaIgn plannIng prOCess

TypICal TesT CampaIgn plannIng prOCess

IdenTIfy OpTImIzaTIOn OppOrTunITIes• Stakeholders• Analytics• UserResearch• SuggestionBox• Intuition

• FocusGroups• BestPractices• TestData• VoiceofCustomerData

CreaTe hypOTheses• Hypothesesarepredictionsbasedonpreviousobservationsthatquantifiespotentialimpact.

• Theyarerelatedtositegoals(reach,acquisitionconversation,retention)andtiedtospecificKPIstodefineandmeasuresuccess.

desIgn experImenTs• A/Bvs.Multivariate• NumberofFactors/Variations• Fullvs.FractionalFactorial

• AssignmentCriteria• TrafficAllocation• Experimentvs.TargetingSet• Overlay• EligibilitySequenceandAssignmentFrequency

• SampleSizeandDuration

exeCuTe and mOnITOr CampaIgns• Constructcampaigns.• Performsoftlaunch,post-launchmonitoring,andongoingQA.

• Updatestakeholdersregularly.• RampTrafficup/down.• RemoveunderperformingVariations.

analyze and TaKe aCTIOn• Howmuchdataandlevelofsignificanceareenough?

• Alignresultswithhypotheses.• Performsegmentationanalysis.• Communicateresults.• Generatefollow-upideasandrecommendations.

• Formagreattestingteam• Getstakeholdersonboard• Createatestingprocess

sTarT here

If you’re just getting started with optimization, consider how the world’s most successful companies approach their test campaign

planning. Here’s a tried and true process for making the most of your campaign planning:




9 advanTages Of OpTImIzIng WITh sITespeCT

9 advanTages

Unlike the alternatives, SiteSpect’s unique, tag-free approach to testing delivers 8 distinct advantages:

Test any content. Your business goals should not be constrained by your testing tools. As your site shifts towards more types of content that need to be tested, optimization becomes even more important. SiteSpect provides the only solution that lets you break free of these limitations and test any of your content right from the start.

Test all aspects of your site, including how it looks and how it works. Optimization means testing your entire site, not just the front end. SiteSpect allows you to test both how your site looks and how it works, which is one of the reasons why SiteSpect was the only vendor rated 5.00 (out of 5.00) in the testing category of The Forrester Wave™: Online Testing Platforms, Q1 2013.

Avoid latency issues and flicker effects. Your testing program should be completely invisible to users to avoid biasing results, and SiteSpect’s technology enables you to achieve exactly that. With lightning-fast load times and no flicker effect, your users will never know they’re getting a personalized experience that may be comprised of tested and/or targeted site elements.

Create, deploy, manage, and analyze tests without changing any code. Unlike the alternatives, SiteSpect does not require any changes to the HTML or programming code that drives your website. This approach eliminates the need for ongoing IT involvement before, during, and after running tests — allowing you to focus on achieving website optimization and greater business goals, as opposed to spending time overcoming technical hurdles.

Run more tests in less time. Our tag-free approach allows optimization teams to spend less time doing test setup. This contrasts with tag-based tools that require workarounds and one-offs for creating complicated test scenarios. With SiteSpect, optimization teams can gear up to run hundreds, if not thousands, of tests in a given year as they test all changes to their site.

Accelerate site speed. When it comes to the overall effectiveness of a website, there are many variables, but one agreed-upon constant: visitors strongly dislike slow sites. The SiteSpect AMPS® module accelerates the delivery and rendering of both web and mobile content.

Understand user behavior. Gaining behavioral intelligence about what users are doing on your site can be one of the keys to your next big optimization win. With SiteSpect’s segmentation technology, you can get a complete set of behavioral data from the ability to track user actions related to your KPIs.

The ability to deploy testing from behind the firewall. SiteSpect is the only digital optimization solution that gives you a choice of deployment model. Choose between our fully hosted cloud-based solution, SiteSpect Cloud, or host the solution yourself, behind your firewall, with SiteSpect Enterprise.

Optimize the mobile experience. It's important to choose an optimization solution with the flexibility to test current technologies. SiteSpect currently supports mobile initiatives such as native apps, responsive design, mdot, Angular JS, and single page apps (SPA).

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Use SiteSpect to test how your site looks and works to see which content, features, and functionality are most compelling. Run campaigns on actual site visitors and analyze results in real time.

a/B TesTIng made sImpleWith SiteSpect’s A/B testing, you can quickly test any site change, such as a call-to-action button, a hero shot, or a free shipping price threshold against one or more variations to see which is most persuasive.

mulTIvarIaTe TesTIng In mInuTesSiteSpect’s makes it easy to test any number of changes simultaneously – helping you understand the combinations of variations that yield the most effective results.

TesT feaTures and funCTIOnalITyWith SiteSpect, you can move beyond just visual optimization and test how your site actually works. Optimize feature launches, search algorithm changes, checkout flow process, pricing, and much more.

BeCause Tag-free TesTIng Is BeTTerThe SiteSpect approach to site optimization is unique in that no changes are made to the actual web or mobile site that is being tested. Unlike the alternatives, SiteSpect’s tag-free approach does not require any changes to the HTML, insertion of JavaScript code, or other programming that drives a site. This approach eliminates the need for ongoing IT involvement before, during, and after running tests – allowing you to focus on achieving your optimization goals while saving time and resources. Unlike other testing and targeting tool providers, SiteSpect does not introduce tag-based page rendering latency or a flicker effect.

With SiteSpect’s cloud or on-premise deployment options, you can choose the one that’s right for you. SiteSpect Cloud is ideal for site operators who want to optimize without the need to install any additional hardware or software. SiteSpect Enterprise is an on-premises appliance solution for site operators with specific security and privacy requirements who prefer a single tenant environment. Both offer the same core functionality and are fully managed and supported by SiteSpect and our Professional Services team.

sITespeCT's apprOaCh TO OpTImIzaTIOn

sITespeCT's apprOaCh




Only SiteSpect provides a comprehensive optimization platform for everyone in the organization, enabling you to test and target every aspect of the user experience across digital channels. Run more tests in less time and create measurable wins for Marketers, Product Managers, and Developers, resulting in increased engagement, conversions, and revenue. With SiteSpect, you’ll benefit from:

• A/B testing• Multivariate testing• Targeting and personalization• Mobile web & app optimization• Site speed optimization

So find out more about how you can join the world’s most successful online businesses who have benefited from SiteSpect's testing and targeting capabilities. Request a demo and we’ll be happy to show you how SiteSpect works, and how you can securely optimize your customer’s online experiences.

aBOuT sITespeCTSiteSpect provides the world’s most comprehensive optimization platform, enabling the world’s largest and most successful online businesses to significantly improve key metrics such as conversion rates and revenue. SiteSpect’s offerings include A/B testing, multivariate testing, behavioral targeting and personalization, mobile optimization, and site speed solutions. SiteSpect’s patented technology and professional services are used by companies such as Wal-Mart, Urban Outfitters, Overstock.com, Bed Bath and Beyond, Intuit, SurveyMonkey, Trulia, and leading financial services companies. For more information, visit www.sitespect.com or call 617-859-1900.

jOIn OTher COmpanIes TurnIng BrOWsers InTO Buyers WITh sITespeCT

© Copyright 2015, SiteSpect, Inc. All rights reserved.SiteSpect is a registered trademark of SiteSpect, Inc. All other products are trademarks or registered trademarks of their respective owners.

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