comment faire décoller votre taux de conversion en 3 mois grâce au a/b testing ?

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Comment faire décoller votre taux de conversion en 3 mois grâce au A/B testing ?

Jonathan StoikovitchCEO & Founder @ Sosign

twitter.com/jstoiko

http://www.sosign.com


http://twitter.com@sosign


http://twitter.com/jstoiko



Qu'est-ce que le AB testing?






Pourquoi le A/B testing?

Augmentation des ventes en ligne

A/B testing =

augmentation du taux de conversion +

augmentation du panier moyen +

augmentation fidélité client =

plus de ventes






Quand faire du A/B testing?

Réponse: tout le temps!






Les pionniers du A/B testing

Qui d'autre?

mais aussi:






A/B testing: Campagne Obama '08






A/B testing: Campagne Obama '08

Résultats:

• Augmentation des inscriptions de 40.6%

• Près de 3M d'emails en plus • 288K volontaires de plus

• Soit 60M $US en donation!





Quoi tester? Tester l'utilisabilité Tester la navigation Tester la recherche

Tester la segmentation Tester la présentation des produits

Tester le prix des produits Tester le processus d'achat

Tester les promotions Tester le service à la clientèle

Tester les courriels







Comment mesurer son taux de conversion?

Formule = # de transactions / # de visiteurs

• 100 transactions / 10000 visiteurs = 1% taux de conversion• 1000 transactions / 50000 visiteurs = 2% taux de conversion• 3000 transactions / 100000 visiteurs = 3% taux de conversion• 50k transactions / 1M visiteurs = 5% taux de conversion






$

Comment mesurer son taux de conversion?

+






Quelques exemples...

Nom Ventes Web 2010

Taux de conversion

Panier moyen

Build-A-Bear 12M$ 1.1% US$40

Hautelook 100M$ 1.1% US$300

Staples.com 10B$ 9.9% US$430

Diapers.com 292M$ 13.63% US$94

1-800-Flowers.com 470M$ 16.9% US$70






Normes selon l’industrie

• Apparel and Accessories – 2.92%• Automotive Parts – 1.96%• Books/Music/Video – 3.37%• Computers and Electronics – 2.28%• Flowers and Gifts – 7.83%• Food and Drug – 5.77%• Hardware and Home Improvement – 2.03%

Source: Internet Retailer

• Health and Beauty – 5.59%• Housewares and Home Furnishings – 2.11%• Jewelry – 2.14%• Mass Merchant – 2.95%• Office Supplies – 5.75%• Specialty (Non-Apparel) – 3.31%• Sporting Goods – 2.21%• Toys and Hobbies – 2.18%






Tester la navigation






Tester la navigation

+7.74% de conversions






Tester la recherche






Tester la présentation des produits






+11% de commandes







+44% de commandes, +67% panier moyen







+27.2% de commandes de “nouveaux visiteurs”







+13% de commandes







Tester le processus d'achat







+21.8% de commandes






+22.5% de commandes







+1.16% de commandes, -31.2% de messages d'erreur







+12% de revenus générés







Tester les promotions

+148% conversions






Tester le service à la clientèle

+27.3% de commandes






Tester les courriels

+13.9% de commandes

Subject: Save 25% on the VegasPro Production Assistant

Subject: Never start VegasPro with an empty project again!






Outils AB Testing






Veille concurrentielleGilt.com (Ventes privées)• Taux de conversion 2009: 1.65%• Taux de conversion 2010: 3%• Croissance: 150.0%

The flash-sale retailer allows customers to return more good than just shoes and clothes:

• Gilt Groupe Inc. has reduced its shipping price and expanded its return policy, the flash-sale retailer announced today.

• Gilt, No. 49 in the Internet Retailer Top 500 Guide, says that effective immediately, all products, no matter what size, will ship for $5.95 for UPS ground shipping, down from $9.95.

• The retailer also changed its return policy. Customers can now return all items; Gilt had allowed returns only of sized items such as clothes and footwear, a Gilt spokeswoman says. Customers must return items within 21 days of purchase, the same deadline as before, but now can make returns via the U.S. Postal Service and UPS, instead of just UPS.

Customer segments built with analytics helps Gilt run more effective promotions:

• Gilt Groupe Inc., the members-only, flash-sale retailer of designer fashions, figured it was missing the mark in terms of persuading women to buy men’s goods. “Women tend to buy stuff for men, but we were under-performing,” says chief marketing officer David Zucker;

• To turn that around, Gilt worked with customer analytics data compiled by Mu Sigma, the retailer’s analytics service provider, to build predictive models of women shoppers most likely to respond to pitches for men’s products.

• Mu Sigma combined such data such as demographic profiles of women known to purchase men’s products with information related to how women shop on Gilt.com. Mu Sigma then helped to identify segments of shoppers mostly likely to respond to particular promotions. A segment of female shoppers of certain age and income ranges, and from particular areas of the United States, for example, might be more likely than other women to shop for gifts such as men’s cufflinks.

• When Gilt sends e-mail offers for men’s products to segments of female shoppers that it deems mostly likely to respond, the online retailer experiences a 10% to 25% increase in the rate of shoppers who respond to those offers and make a purchase, Zucker says.

• Zucker adds that Gilt also knew from web site analytics data that many women shoppers do their impulse buying at noon—which turned out to be a good time to present them with offers for men’s products.





http://www.internetretailer.com/top500guidesuite/

http://www.internetretailer.com/top500guidesuite/

http://www.internetretailer.com/2011/04/21/how-compete-free-shipping-without-breaking-bank

http://www.internetretailer.com/2011/04/21/how-compete-free-shipping-without-breaking-bank

http://www.internetretailer.com/2011/04/26/domestic-package-volume-dips-ups

http://www.internetretailer.com/2011/04/26/domestic-package-volume-dips-ups

http://www.internetretailer.com/2011/04/29/sorting-good-bad

http://www.internetretailer.com/2011/04/29/sorting-good-bad

http://www.internetretailer.com/2011/02/24/themedicalsupplydepotcom-streamlines-speed

http://www.internetretailer.com/2011/02/24/themedicalsupplydepotcom-streamlines-speed


Quelques conseils

1. Commencer par tester des éléments simples2. Entre 1 et 4 variations par test3. Les tests A/B simples ont un meilleur ROI que

les tests MVT4. Une fois bien maitrisé, utiliser le AB testing

pour les campagnes courriels ou de publicité5. Regarder ses compétiteurs et tester avant de

copier ses compétiteurs






Jonathan StoikovitchCEO & Founder @ Sosign

twitter.com/jstoiko

Questions?

Crédits: whichtestwon.com, abtests.com, flickr.com







comment faire décoller votre taux de conversion en 3 mois grâce au a/b testing ?

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