Miva Merchant AB Test Using Google Website Optimizer

www.infotech-enterprises.com

Digital Marketing
A/B Testing with Website Optimizer

Contact Name: Gopikrishna G
Online Marketing Manager
Infotech Enterprises Information Technology Services Pvt. Ltd.
Mobile: 92999 93378
Direct: 040-67341721
E-Mail: gopi.garipalli@infotech-enterprises.com

All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved

Overview

 About Infotech Enterprises Group

 What is A/B Testing?

 Planning your experiment

 Why You Should be A/B Testing

 Real World Examples

 Introduction to Google Website Optimizer

 Real Test Using Miva Merchant

 Tools to Measure.

Infotech Enterprises Group

Global Organization 1 Strong revenue growth Revenue more than 2
30 Locations, 21 nationalities, 40% doubles in last 10 quarters
equity owned by FIIs
Infotech Group
100
Recognized for 90

creating 80
70
customer & Infotech Enterprises Ltd 60

employee value
50
Infotech Enterprises GmbH 40

Infotech Enterprises Europe Ltd
30
20

Infotech Enterprises America Inc
10
End-to-end 0

business Infotech Enterprises IT Services Pvt Ltd Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
10 10 10 10 11 11 11 11 12 12 12
transformation Infotech Geospatial (India) Ltd
player Operating Revenue in USD Million
Profitable operations even during 3 Vision 4
economic crisis Delivering innovative solutions together for
Global Delivery
a better future
Model leverage
25.00%

Stable Partner 20.00%

15.00%

10.00%
Respected
corporate 5.00%

citizen 0.00%
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3
10 10 10 10 11 11 11 11 12 12 12

Operating Margin

Founded in 1991 | 9200+ People | 30 Locations & 7 GDCs | $ 261 M Revenue | Public & Listed

Top - 25 Indian IT Companies | Forbes 200 under a Billion | CMMi Level 5 | ISO 27001 | ISO 9001:2000
Retail | CPG | Logistics | Finance | Telecomproperty of their respective owners |Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved
All logos, trademarks, trade names and graphics used herein are the | Government © Aerospace | Rail | Automotive | Marine

Global Company with Local Ownership

Stavanger

Breda
Gothenburg
London
Montreal
Minneapolis Leonberg
Bristol
E. Hartford Paris
Peoria
San Jose Sterling Tokyo
Noida
Paragould Tupelo Dubai
Jackson Hyderabad
Mumbai
Vizag
Puerto Rico Bangalore Kuala Lumpur
9,200+ Kakinada Singapore
Global
Workforce

21+ Sydney Auckland

Nationalities Melbourne
Global Delivery Centers
30 Relationship Management
Offices
Global 4
Locations All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved

Marquee Customers in all Focus Industries

Retail

CPG

Aerospace & Defense

Telecom

Transportation

Heavy Equipment

Content Engineering

Utilities

HiTech

Energy

Consumer & Medical


Mission

Infotech IT MISSION

Create business value for customers through IT services and solutions
combining technology, quality, global delivery and industry expertise

Exclusive Focus on Retail / CPG/ Logistics – comprehensive services that
help companies achieve best results


Depth and Breadth of Service Offerings

Consulting Services Package based Service Delivery
 Business Process  ADMS Services  SaaS delivery
SERVICES

Optimization  ITIL Based Managed  JDA implementations &  On premises
 GDSN services Rollouts  Dual Shore Delivery
 MDM / PIM / EDI  Testing  SAP Rollouts Model
 Reengineering  Managed Services
 Data Cleansing  BI / DW

BUSINESS TRANSFORMATION SERVICES

Supply Chain (MOVE) Buying Solutions (BUY) Analytics
 Integrated Demand & Replenishment Planning  Item Management (GDSN)
BUSINESS DOMAINS

 DC & Warehouse Management  Product Information  Business
 Logistics Management (3PL, 4PL) Management (PIM) Geographics
 Order Management  Vendor Managed  Sales Analysis
 Fleet Management Inventory (VMI)  Inventory
Analysis
 Vendor Analysis
Merchandising In Store (SELL) Support Solutions  Customer
(PLAN)  Multi Channel Retailing  Web-enablement Analysis
 Demand Planning  Custom Point of Sale  E-Commerce  Macro-profiling
 Category Planning  Inventory Management  EDI
 Space Planning  Traffic Counting &  Web Forms
 Assortment Management
Planning
 Price Planning

Integrated Service Provider

IT Services Overview

Capability & Capacity Facets
Matured Global IT Player
 Around 1500 + skilled resources
Highly experienced across
 Certified technology and management resources multiple technologies

 Successfully Executed more than 1000 projects
Focus on Innovation and
 Multi skilled in all major Technologies Value Creation

 Ability to quickly scale up operations in short time
High resource retention rate
Customer delight; indicated
Service offerings by long term partnerships

Technology Competency
Centers

Key Technology Platforms

Click on the Service Offering for more details

Value Generation through long term Relationships

• A leading retailer outsourced development, maintenance and quality assurance of a critical application to
Infotech rather than to eastern Europe

• SAP rollout projects of a global retailer executed in onsite-offshore model reduced costs & resource ramp-up
time by 50%

• A specialty retailer of UK outsourced management of online channel IT systems to cut post-acquisition costs

• A global consumer products leader realized cumulative savings of more than 50% through increasing
cooperation in established competency areas

• A fortune 100 organization with diverse IT needs, engaged in a long term SLA have saved to the tune of
USD 200 million over 5 years

• Providing India’s only cloud based Global Data Synchronization platform for MDM for the Retail and Supply
Chain verticals

Indicative Clients Strategic Partners

Memberships


Customer Focused Processes to Ensure
Predictability and Reliability www.infotech-enterprises.com

Training &
Agile
Developme
Capacity
Customer nt
Infrastructu
re
Right Mix Project
(Roles, Domain) Management
Office

Right State-of-the-
Mindset Art Design
Tools
Quality Controls,
Management Compliance
System Certified and ,
Audited IP Security
Processes

SEI
ISO ISO AS ISO IMC IRIS
CMMi
9001:2008 27001 9100 C 13485 RBNQ Rev 2
Level 5

All logos, trademarks, trade names and graphics used herein are the property of their respective owners © Infotech Enterprises IT Services Pvt Ltd. 2011. All rights reserved 10

What is A/B Testing?

Also called split testing

Complicated: Testing a baseline control sample with a variety
of single-variable tests to improve conversion rates.

Easy: Testing two different versions of a page to see which
one converts better.

Eg: Original vs. Variation



3 Parts to Any A/B test
1. Original Page (A)
2. Variation Page (B)
3. Conversion Page



Other Types of Testing:
1. Original Page (A)
2. Variation Page (B)
3. Variation Page (C)
4. Variation Page (D)
5. Variation Page (E)
6. Variation Page (F)
7. Conversion Page

Multivariate Testing – Testing multiple
changes on the SAME page

Button Colors
Headlines
Placement of Calls to Action
Images


Planning your experiment

1. Choose your test page

2. Choose your conversion page

3. Choose the right type of test for you

4. Select content to test

5. Create content variations to test (multivariate testing only) or (A/B
testing only)

6. Decide how much traffic you want in your experiment


Why you should be A/B testing

Data Driven Decisions

Ideas / Content
Design Layout
Images
Color Combinations
Developers

It will Increase your conversion rate!


Examples: A/B Testing – Layout Variation

A B
A

(Step by Step)

(Side by Side)

A North American e-tailer


Examples: A/B Testing - Application Form Testing

A B

A Banking company


Examples: A/B Testing – Call to Action Button Testing

A B

A Insurance company


Examples: A/B Testing - Color Variation

A B



What Should You Test?

Different Category/Product Page Layouts
Checkout Variations
Alternate Payment Methods
New Features
Promotions

This allows us to use these different URLs in Google Website Optimizer

Original:

ww.myonlinestore.com/parent-category/category-code1.htm

Variations:




What is Google Website Optimizer?

Free Tool from Google

Allows you to easily perform A/B tests
on your website.

Track Results and make data driven
decisions

Increase your conversion rates

Use your same Google Account Login


Our Test Experiment

Question: Which Layout, Color combinations and Images drive more conversions?
Original: Red color and Side by Side layout.

Challenge : Miva Merchant Supports? If so how much technical hours required?

A B


Google Website Optimizer Walk-Thru


Google Website Optimizer Walk-Thru (A/B Checklist)

A/B
Experiment

Multivariate
Experiment


How to Create Page Variations in Miva Merchant?

<mvt:if expr="ISNULL l.settings:product:code"> (Product vs. Category
Verification)

<mvt:if expr=" ( '|'$l.settings:category:code$'|' ) IN '|Original-
Category-Code|'“>

<mvt:elseif expr=" ( '|'$l.settings:category:code$'|' ) EQ
'|Variation-Category-Code|'">">

</mvt:if> (Closure of category comparison)

</mvt:if> (Closure of Product vs. Category Verification)


MIVA Merchant Steps

Edit Category Display
then Product Display Layout
Add the conditional statement as below


Head Tag Conditional Statement

<mvt:if expr="ISNULL l.settings:product:code"> (product level filter)

<mvt:if expr=" ( '|'$l.settings:category:code$'|' ) IN '|Original-
Category-Code|'“>

// control script goes here

<mvt:elseif expr=" ( '|'$l.settings:category:code$'|' ) EQ
'|Variation-Category-Code|'">"> (Variation category level
filter)

// Variation tracking code goes here

</mvt:if> (Closure of category comparison)

</mvt:if> (Closure of product level comparison)

ww.myonlinestore.com/thankyou.htm

// conversion tracking code goes here

Validate Your Pages, Start The Test!


View Results in Google Website Optimizer


Additional Resources

http://websiteoptimizer.blogspot.in/

http://blog.kissmetrics.com/guide-google-website-optimizer/

https://www.google.com/analytics/siteopt/siteopt/help/calculator.html

http://support.google.com/adwords/bin/answer.py?hl=en&answer=2404033

http://www.mivamerchant.com/blog



Creating Business Impact

Providing Expert Solutions

Delivering Quality Consistently

Building Partnerships Globally

Infotech Enterprises IT Services Pvt Ltd (Infotech IT) Thank You
(A wholly owned subsidiary of Infotech Enterprises Ltd)
42, Nagarjuna Hills, Panjagutta, Hyderabad – 500082
Andhra Pradesh, India.
Website: www.infotechitservices.com



THANK YOU


Miva Merchant AB Test Using Google Website Optimizer

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Miva Merchant AB Test Using Google Website Optimizer