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Miva Merchant AB Test Using Google Website Optimizer
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Miva Merchant AB Test Using Google Website Optimizer
1.
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
2.
Overview
www.infotech-enterprises.com 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. 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
3.
Infotech Enterprises Group
www.infotech-enterprises.com 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
4.
Global Company with
Local Ownership www.infotech-enterprises.com 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
5.
Marquee Customers in
all Focus Industries www.infotech-enterprises.com Retail CPG Aerospace & Defense Telecom Transportation Heavy Equipment Content Engineering Utilities HiTech Energy Consumer & Medical 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
6.
Mission
www.infotech-enterprises.com 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 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
7.
Depth and Breadth
of Service Offerings www.infotech-enterprises.com 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 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
8.
IT Services Overview
www.infotech-enterprises.com 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 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
9.
Value Generation through
long term Relationships www.infotech-enterprises.com • 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 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.
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
11.
What is A/B
Testing? www.infotech-enterprises.com 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 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
12.
What is A/B
Testing? www.infotech-enterprises.com 3 Parts to Any A/B test 1. Original Page (A) 2. Variation Page (B) 3. Conversion Page 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
13.
What is A/B
Testing? www.infotech-enterprises.com 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 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
14.
Planning your experiment
www.infotech-enterprises.com 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 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
15.
Why you should
be A/B testing www.infotech-enterprises.com Data Driven Decisions Ideas / Content Design Layout Images Color Combinations Developers It will Increase your conversion rate! 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
16.
Examples: A/B Testing
– Layout Variation www.infotech-enterprises.com A B A (Step by Step) (Side by Side) A North American e-tailer 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
17.
Examples: A/B Testing
- Application Form Testing www.infotech-enterprises.com A B A Banking company 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
18.
Examples: A/B Testing
– Call to Action Button Testing www.infotech-enterprises.com A B A Insurance company 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
19.
Examples: A/B Testing
- Color Variation www.infotech-enterprises.com A B A North American e-tailer 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
20.
What Should You
Test? www.infotech-enterprises.com 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: ww.myonlinestore.com/parent-category/category-code2.htm ww.myonlinestore.com/parent-category/category-code3.htm 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
21.
What is Google
Website Optimizer? www.infotech-enterprises.com 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 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
22.
Our Test Experiment
www.infotech-enterprises.com 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 A North American e-tailer 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
23.
Google Website Optimizer
Walk-Thru www.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
24.
Google Website Optimizer
Walk-Thru (A/B Checklist) www.infotech-enterprises.com A/B Experiment Multivariate Experiment 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
25.
Google Website Optimizer
Walk-Thru www.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
26.
How to Create
Page Variations in Miva Merchant? www.infotech-enterprises.com <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) 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
27.
MIVA Merchant Steps
www.infotech-enterprises.com Edit Category Display then Product Display Layout Add the conditional statement as below 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
28.
Head Tag Conditional
Statement www.infotech-enterprises.com <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 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
29.
Validate Your Pages,
Start The Test! www.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
30.
View Results in
Google Website Optimizer www.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
31.
Additional Resources
www.infotech-enterprises.com 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 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
32.
www.infotech-enterprises.com
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 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
33.
www.infotech-enterprises.com
THANK YOU 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