Wednesday, July 6, 2016

Learn Adobe Analytics Marketing Reports & Analytics (SiteCatalyst) : Free Self Implementation Kit for Study

Here is the Adobe® Analytics marketing reports & analytics (SiteCatalyst) self Implementation kit to practice & learn - http://ats.adobe.com/jjsite/implementation_training.php/. There is no sandbox login, but you can see SiteCatalyst beacon firing up using browser debugger.

SiteCatalyst Implementation Guide: https://marketing.adobe.com/resources/help/en_US/sc/implement/sc_variables.html

Best Buy: http://www.amazon.com/Adobe-SiteCatalyst-Handbook-Insiders-Guide/dp/032185991X?tag=viglink122547-20

Saturday, January 23, 2016

As the testing industry grows and matures, more testers will likely:

But before the testing industry can really prove its worth, more testers will need to know why they’re testing -- before they start running tests.

To answer “why", you must first formulate a sound hypothesis. Your hypothesis needs to get to the core of what you’re trying to achieve through testing. Testers who start with solid hypotheses have better odds of running valid tests with significant results.

Valid tests can lead to big conversion gains. Big conversion gains can equate to big revenue increases. And, of course, big revenue increases mean your company’s doing well.

The rest is a no-brainer. If you’re helping your company profit, you might just get that bonus, after all!

Segmentation, personalization, and dynamic content tests

Segmentation, personalization, and dynamic content tests are different words used to describe the same testing technique?

Segmentation, personalization, and dynamic content tests are similar to each other. But they are not exactly the same. Each test method differs in how it works, what it looks at, and how it’s run.

Segmentation and personalization tests can be thought of as running along the same continuum. But they are different.

Segmentation tests play off the idea that not every visitor coming to your site is the same. Visitors are coming from different devices, locations, and may even speak different languages.

WhichTestWon’s State of Online Testing Report found 12% more segmentation tests were run this year, compared to last year. That’s an impressive gain that shows the testing industry is maturing.

Personalization tests take individual visitor segments -- like device used, or language spoken, or even 'affluent dog owners in the market for a late-model Toyota' -- to uniquely address visitors differently. These tests look for ways to serve different visitors very specific, personalized content. Personalization tests are based on the principle that the more you know about your visitor, the more successfully you can tailor their web experience. This year, WhichTestWon found  41% of testers ran personalization tests. As personalization technology develops, we expect this number to continue rising.

Dynamic content tests are the most complex because they’re most based around your site architecture. A dynamic content site is always changing. It looks different for each web visitor and each time that visitor comes to the site. The site is completely attuned to who the visitor is and what they’re after. Social media sites, with targeted ads – like Facebook, Twitter, and LinkedIn -- are good examples of dynamic content sites.

Which testing practice is usually considered advanced or sophisticated?

Currently, some of the most complex tests to run are segmentation, personalization, and dynamic content tests. These tests require a deep understanding of who your audience is, where and how your traffic is arriving, and what your viewers require.

Unsure what the other test techniques are? Here’s an explanation:

A/A, A/B, or A/B/N tests are just a fancy name for the plain, old split test. 

•    An A/A test splits traffic 50/50 and tests the exact same thing against itself. A/A tests are usually implemented before A/B testing to make sure test results will be valid.

•    A/B, or traditional split testing, occurs when you split traffic 50/50 and compare version A to version B to see which converts better.

•    A/B/N testing occurs when you compare any number (N) of versions against each other to determine which converts best.

Sequential testing is different than split testing. It occurs when you test one element, then another, and compare results. Sequential testing is sometimes used for low traffic sites. However, sequential tests can be problematic because time itself is a variable that impacts results. Testers shouldn’t be running sequential tests for months at a time just to get statistically significant results.

Navigation and landing page tests are studies that look at how viewers navigate your site or interact with your landing page. Sometimes these tests are very complex. But in general, navigation and landing page studies aren’t as sophisticated as segmentation, personalization, or dynamic content tests.

So what are segmentation, personalization, and dynamic content tests? Go to the next question to find out.

Few testers look far down the conversion funnel because doing so

Testing further down the funnel requires sophistication and a mature, practiced testing approach.

While there’s still much room for improvement, WhichTestWon’s 2015 State of Online Testing report shows the testing industry is heading in the right direction. 

This year, more testers than ever before ran highly sophisticated tests. They also used more advanced testing and measurement techniques.

Curious what we mean by “sophisticated” tests and techniques? Try your luck at the next few questions to find out.

Measuring conversion rates on “thank you” pages provides?

Harnessing the power of ‘thank you’ is important. It’s also often overlooked. 

Testers tend to get so wrapped up generating leads and sales, they forget to test the receipt / thank you page. But testing this last step in the sales funnel offers a golden opportunity.

That’s because roughly 40% of traffic landing on your thank you page will convert again for something else. 

Take advantage of this high conversion rate by testing ways to bring your customers back – again and again.

When testing thank
 you pages, make sure to think about your audience. Find ways to cater to both first-time and return visitors. Both have different needs. Consider testing different offers for each group to keep them coming back.

Test 
your thank you emails, too. Did you know new customer thank you emails have the highest open rate of any message you’ll ever send? That’s an insane amount of attention you’ll never get from your customers again. Test ways to extend conversions in your thank you emails. 

Creating exit offers causes friction and does little to improve conversions

Creating exit offers makes it difficult for your customers to leave without a conversion of some type. Exit offers might come in the form of an animated pop-up, a special offer, or something else that keeps visitors on your site longer.

Yes, creating exit offers can create annoyance. But, when done correctly, they can also be highly beneficial.

In this award-winning real-life test, using an exit offer increased conversions an astounding 473%!

Use exit offers to your advantage. Test new techniques and ways to create it. 

Whatever you do, don’t let prospective customers easily leave without trying to get at least a micro-conversion from them.​