setting up a/b testing with a new client: getting it right the first time

Setting Up A/B Testing ToolsNew Client Configurations

Getting it Right the First Time

Brought to you by:

Dennis van der HeijdenFounder & CEO of Convert.com

@Convert #ConvertAcademy

Prepare as Agency for Onboarding New A/B Testing Clients

We like to help you prepare for new clients coming to your agency. We want you to be awesome and always

make you look great in front of your clients. Prepare well … this webinar helps..

Purpose of Webinar

How A/B Testing Tools WorkMost of what I share you can use with:

● Convert● Optimizely● VWO● Monetate● Adobe● … and other Javascript web-based tools.

Disclaimer: I’m super happy you are testing with Convert or our colleagues, that means you are in the top 5% of world's marketers. Now it’s hard to not mention differences between the tools… forgive me, I just think Convert Experiments is a better fit for many CRO agencies.

www.convert.com

Packed Presentation, Let’s Get StartedMyths and Half-Truths About Async/Sync, Tag Managers and Speed

● Precheck for Advanced Installs● Non structured URLs● AJAX load of content and

goals● Testing behind login● Tag Manager Fans● Subdomains and cross

domains● Offsite revenue tracking

● Install all codes at once:● Tracking code & Locations

URL and header● Revenue tracker● Mapping of CMS● Goal / Event JS● Security documentation● AJAX refresh codes● Information on Tag

Managers

www.convert.com

Precheck Website Before Install

Know where tools have issues before...

Precheck the Client Website for A/B TestingTools can do a lot, it just might take more time installing

The following site signals will make the implementation harder:

● Non structured URLs● AJAX load of content and goals● Testing behind login● Tag Manager Fans● Subdomains and cross domains● Offsite revenue tracking

www.convert.com

Non Structured URLsSEO friendly URL’s a good idea. But hard for some tools

www.convert.com

Structured Ecommerce URL’s● shop.com/product/jeans-1234.php● shop.com?prod=1234&name=jeans

Unstructured Ecommerce URL’s● shop.com/jeans-blue-awesome● shop.com/special-jeans-june

AJAX Load of Content and GoalsTest or Monitor Ajax, Hovers or Pop-ups? Testing Tools Prefer Refresh

www.convert.com

Subdomains and Cross DomainsConvert Experiments Auto-Reconnect - Add to Settings and Done

www.convert.com

Agency Benefit

Testing Behind Login, No ProblemHave Two Tabs/Sessions Open + Script Installed?Convert Experiments has Cross Session Setup

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Agency Benefit

Tag Manager Fans?Tealium & Adobe :-) - Others :-( … So -> Load Direct From <Header/>

www.convert.com

Offsite Goal & Revenue TrackingPass Experiment ID and Variation ID to Backend and Send Webhook

www.convert.com

Agency Benefit

Agency Focus&

Great Support

Get one big Pack in the Hands of ClientsNothing is more frustrating for a client getting 20 separate emails with install details!

www.convert.com

Tracking Code & Locations URL

Send the tracking code+ Checklist of URL’s:

1. Homepage2. Category Page3. Product Page4. Cart Page5. Checkout6. Revenue / Thank You Page

Get one big Pack in the Hands of ClientsNothing is more frustrating for a client getting 20 separate emails with install details!

www.convert.com

Yes, In Header Please </title>-tag

More in this later, but specifyin email to client…

Check each page for presenceof snippet:● http://robhammond.co/tools/seo-crawler ● http://www.screamingfrog.co.uk/

Script in Header

Being the first to load allows A/B testing tool to manipulate the content following and make the changes without blinking.

It is blocking and yes it is hurting site-speed, later on why that hardly matters...

www.convert.com

Manage Expectations of LiftsWant to score now or for long term, balance is needed

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What is really winning?● Are tools wrong?● What is common sense testing?

Convert Tracks GA Automatically● GA Universal● GA Classic

Manual Tracking Script● Setup coupon for testing● Grab source-code after conversion● Default One Time Revenue Event

http://j.mp/1FcldYq ● Optional Multiple Revenue Events

Ask support@convert.com

Get one big Pack in the Hands of ClientsNothing is more frustrating for a client getting 20 separate emails with install details!

www.convert.com

Revenue Tracker

● Basic Script● Advanced Script: Mapping

○ Page Type○ Category ID○ Category Name○ Product SKU○ Product Name○ Product Price○ Customer ID○ Custom Field 1 (text)○ Custom Field 2 (text)○ Custom Field 3 (number)○ Custom Field 4 (number)

Get one big Pack in the Hands of ClientsNothing is more frustrating for a client getting 20 separate emails with install details!

www.convert.com

Mapping of CMS http://j.mp/1JJgmWt

Segmentation or Goal Events:

● Pop-ups / Hovers● Ajax Goals● Multi-step Checkout

Get one big Pack in the Hands of ClientsNothing is more frustrating for a client getting 20 separate emails with install details!

www.convert.com

Goal / Event JS

Ask Support for latest version:

Technical Documentation System Implementation Guide(PDF)

Tackle every IT department question on Day 1

Get one big Pack in the Hands of ClientsNothing is more frustrating for a client getting 20 separate emails with install details!

www.convert.com

Security documentation

Get one big Pack in the Hands of ClientsNothing is more frustrating for a client getting 20 separate emails with install details!

www.convert.com

AJAX refresh codes

1. Experiment DoneWhen Page Loads

2. Ajax Loads After3. Trigger Experiment Search

& Replace Again http://j.mp/1FNrds2

Get one big Pack in the Hands of ClientsNothing is more frustrating for a client getting 20 separate emails with install details!

www.convert.com

Information on Tag Managers

● Tealium Awesome● Adobe Great● Rest… not recommended

http://j.mp/1C25Amh

Loading Async or on DOM-readyTHAT'S TOO LATE -> BLINKING

Where can you find most important settings in Convert?

● Tagging and advanced tagging● Experiment duration and confidence

settings● Project wide settings for expectation

management● Goal and experiment notifications● Chrome Plugin

Demo Where to Find Settings

Q&ADennis van der HeijdenFounder & CEO of Convert.com

@Convert #ConvertAcademydennis@convert.com

Convert ExperimentsAuthentic A/B Testing Software

http://www.convert.com

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