A/B Testing for Ecommerce
Features of Convert Experiments
Brought to you by:
Dennis van der HeijdenFounder & CEO of Convert.com
@Convert #ConvertAcademy
Prepare as Agency for Ecommerce Clients
We like to help you prepare for new ecommerce 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
Convert.com Agency and Ecommerce
Focus
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
1. Install all codes at once:o Tracking code & Locations
URL and headero Revenue trackero Mapping of CMSo Goal / Event JSo Security documentationo AJAX refresh codeso Information on Tag
Managers
2. Precheck for Advanced Installso Non structured URLso AJAX load of content and
goalso Testing behind logino Tag Manager Fanso Subdomains and cross
domainso Offsite revenue tracking
3. Inner workings of A/B testing toolso Async and sync codeso Avoid seeing the blink, what
hack do A/B testing tools use?
www.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
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
Convert Tracks GA Automatically● GA Universal● GA Classic
Manual Tracking Script● 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
Precheck for Advanced Installs
Don’t Blame the Tool…
… Prepare Well
Precheck the Client Website for A/B TestingWarning signs you should monitor… before quotation …
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
The Inner Workings of A/B Testing Tools
psst, please don’t tell...
“The Dirty Secrets and Misdirections”
Understanding the terminology is super important when selecting a new A/B testing tool. There is a reason smart agencies go deep on sync/async parts of the script and how tools hide their true technology from you?
Let's talk about:● Do you really understand sync and async?● Rethink your current A/B testing tools impact...● How do we trick your eyes and make SmartInsert© possible?
Don’t Copy Low Quality A/B Testing ArticlesHow do we really affect site speed and why to some tools “blink”?
www.convert.com
Understand How Page LoadsThanx New Relic, for image
www.convert.com
A/B Testing Tools TechnologyHow does Convert Patent Pending SmartInsert© Work?
www.convert.com
● Click to add text.○ Click to add text.
■ Click to add text.● Click to add text.
● 0.30 Sec.Nothing...
● 0.35 Sec.Convert Starts
○ Hide Body for 1 Sec.
○ Check Every 0.05 Sec.
○ Unhide Body
● 1.50 Sec.Convert Long Done
● 0.30 Sec.DOMloading
● 0.35 Sec.DOMcontent Loaded Start
● 1.50 Sec.DOMcontent Loaded End
● 1.80 Sec.DOMcomplete
Fast Website + Convert Experiments
A/B Testing Tools TechnologyHow other A/B testing Tools Work… example #1
www.convert.com
● Click to add text.○ Click to add text.
■ Click to add text.● Click to add text.
● 0.30 Sec.Nothing…
● 0.35 Sec.Tool Starts
○ Makes All Changes
○ Visible Changes Swapping / Blinking
● 1.50 Sec.Tool #1 Done
● 0.30 Sec.DOMloading
● 0.35 Sec.DOMcontent Loaded Start
● 1.50 Sec.DOMcontent Loaded End
● 1.80 Sec.DOMcomplete
Fast Website + Other A/B Testing Tool #1
A/B Testing Tools TechnologyHow other A/B testing Tools Work… example #2
www.convert.com
● Click to add text.○ Click to add text.
■ Click to add text.● Click to add text.
● 0.30 Sec.Nothing...
● 0.35 Sec.Nothing…
● 1.50 Sec.A/B Testing Tool Loads○ Hide Body for 1 Sec.○ Make All Changes.
● 1.80 Sec.Body Still Hidden
● 2.50 Sec. + 0.7 Sec. WhiteBody Unhide
● 0.30 Sec.DOMloading
● 0.35 Sec.DOMcontent Loaded Start
● 1.50 Sec.DOMcontent Loaded End
● 1.80 Sec.DOMcomplete
Fast Website + Other A/B Testing Tool #2
Synchronous and Asynchronous Scripts
Calling #BS on 35kb Code Size
Comparing Sync and AsyncSo ehh … so how much load time does a 35kb script take in seconds?
Does it matter how big the initial script is?
www.convert.com
Client Small Script http://cdn.fast.com
CDN.Fast.com35kb
jQuery X280kb
Geo-Check120ms
New Image Variation400kb
715kb+
120ms
Comparing Sync and AsyncNow what is it really?
www.convert.com
100ms 200ms 400ms
In a Sync-World ≠ Convert Experiments
100ms
200ms
In a Async-World ≠ Convert Experiments
400ms
Total Time = ~700ms
Total Time = ~450ms
Convert Experiments ScriptWhat do we really do and when?
www.convert.com
100ms 100ms 400ms
Sync and Async = + 100ms extra
200ms
200ms
100ms
Async Goals & Cookie SettingSmartInsert© Sync
Competitor #2 Async ScriptOthers might do it different… and why that matters
www.convert.com
100ms
100ms
400ms
Sync and Async
200ms
200ms 100ms
Async Goals & Cookie Setting
Async Script Variations = Blinking*
*When changes are loaded in areas A or B
A
B
C
Convert ExperimentsAuthentic A/B Testing Software
http://www.convert.com
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