The Power of Analytics Driven Testing: Top Tool Tips
This post was written by Rich Page, Website Optimization Specialist and former Adobe Conversion Solution Specialist. Rich has been analyzing, testing and optimizing websites for over 10 years, from the some of the biggest Fortune 500 websites to small e-commerce websites.
Are you using Adobe SiteCatalyst in addition to Test&Target? If so, you can benefit from a powerful integration between our analytics and testing tools that will help you analyze and create even better tests. First let’s take a step back and understand why analytics is so important for website testing.
Why are web analytics so important for testing?
There are three great main reasons to use analytics when testing. First, using web analytics data gives you better visitor and website performance insights, and these insights help you create better test ideas. Secondly, analytics also help you understand and prioritize what needs testing and optimizing first on your website (which means you don’t have to guess and potentially waste time testing low impact website things). And lastly, web analytics will help you improve your web decision making when it comes to deciding what gets tested and launched (and is great for proving HiPPOs wrong!)
To help you get even more from your analytics driven testing efforts, here are some benefits and tips to help you get the most out of the great integration between Test&Target and SiteCatalyst:
1: Analyze your test results in SiteCatalyst to gain greater insights
Looking to do more in-depth analysis of your tests? With the tool integration, you can do this by analyzing any of your Test&Target tests in SiteCatalyst in much greater detail, including the ability to drill down deeper into any of your SiteCatalyst metrics for your tests. This is great for looking at things like exact search keywords that converted the most, or to understand the impact of your tests on lifetime visitor value.
To analyze your tests after you have turned on the integration, simply log in to SiteCatalyst and you will see a ‘Test&Target’ main menu item. When you click on this it shows you a list of the test campaigns you are currently running. You can then add whatever metrics you like to this report, and also correlate results with other metrics. You can also drill down into each test and analyze specific test recipes (variations) in more detail in the same way.
Another benefit of this is that you can also segment your test results using any of your SiteCatalyst segments to gain even greater insight (also very useful if you have forgotten to set up an important segment in Test&Target to analyze your test).
Please note that there will be slight differences in test-related metrics between the two tools, mainly because each tool has a different methodology for counting participating visitors.
2: Use your SiteCatalyst events and variables as success metrics in Test&Target
When setting up your tests, it’s crucial that you use relevant, high impact metrics to measure testing success — don’t just simply set up a test and figure out what defines success later.
If you are using the SiteCatalyst and Test&Target integration, it’s easy to find and use your most important success metrics — you can use any of your events or conversion variables in SiteCatalyst as success metrics in Test&Target. This means you don’t have to recreate the wheel by having to set up your existing SiteCatalyst success metrics again in Test&Target.
Don’t forget you can use multiple success metrics in Test&Target too, for example add to cart and order confirmation. However, don’t get too complicated with analyzing your tests — ultimately you want to use less than 3 important success metrics. Anymore and you risk complicating the test results.
3: Use your SiteCatalyst suite segments to segment and target in Test&Target
The last, and perhaps most important benefit of using SiteCatalyst and Test&Target in union, is the ability to use your SiteCatalyst segments in Test&Target. This makes it much easier for you to not only analyze your test results to understand differences between key visitor groups, but to also use your high value Suite segments to target more relevant content to your visitors and boost conversions.
For example, if you have a ‘Cart Abandoners’ segment in SiteCatalyst, you can use the tool integration to pull in this segment to target in Test&Target, and show them a coupon or offer for free shipping.
This is really important to do, because testing and targeting more relevant content to your major groups of visitors is one of the most effective ways of giving your conversion rates a great boost.
How to get started with the Test&Target and SiteCatalyst integration and these tips:
If you are using both tools already, reach out to your consultant or account manager and request to activate this powerful integration between Test&Target and SiteCatalyst. It’s easy to get this up and running and you will quickly be able to use the benefits we just reviewed with just a few extra steps.