setting up a/b testing with a new client: getting it right the first time
TRANSCRIPT
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
www.convert.com
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
www.convert.com
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
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
Convert ExperimentsAuthentic A/B Testing Software
http://www.convert.com
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