I confess that I absolutely love to discover how customers use Adobe Target to personalise and optimise their web and mobile sites and mobile apps. To get a glimpse into what our customers are doing with Adobe Target, we recently held a contest with WhichTestWon, the online site that lets you guess which test variant won in a real A/B test. We selected several winning tests and asked the optimisation professionals who submitted them to describe their tests during a session at Adobe Summit in Las Vegas, Nevada this past March.
We launched a similar contest for Adobe Summit EMEA. Last week, we selected four winners who will similarly highlight their winning tests during Adobe Summit EMEA session P07: Step right up and guess WhichTestWon. And the winners are (drumroll please):
- Rob Lynch, RS Components
- Sibylle Schuhmacher, SAP
- Nathan King, Royal Bank of Scotland
- Will Harmer, EE
We spoke with these optimisation professionals about their winning tests and here’s what we learned…
Our first winner, Rob Lynch, is the Lead Optimisation Exec for RS Components, a high-service distributor of electronics and industrial components for businesses globally. About 60% of their business comes from online sales. Late last year, they switched to Adobe Target and the full set of Adobe Marketing Cloud solutions because their disparate digital marketing solutions couldn’t talk to each other. They wanted a totally integrated digital marketing platform. They wasted no time taking advantage of that platform.
Rob’s team knew from customer feedback and from their own experience as customers of other sites that customers appreciate having a quick visual cue about whether or not an item is in stock while browsing the site. By showing the business impact of making the change through a quick A/B test, the optimisation team had the proof they needed to convince the development team to make implementing this fairly complex functionality change a top priority.
Our next winner, Sibylle Schuhmacher, works as the Director of Global Digital Marketing for SAP, the leading enterprise application software provider. Sibylle’s mission is to offer visitors to the SAP web site a more relevant experience, which is a challenge given that 90% of their visitors are anonymous.
For Sybille, the ability to integrate third party data with Adobe Target and Adobe Analytics is key to offering a more relevant experience. These integrations allowed Sibylle’s team to segment anonymous site visitors by attributes such as industry, company size, and location. In this test, they segmented visitors by industry, and tested industry-specific experience variants on the SAP.com homepage and landing page. They discovered that certain industries responded very favourably, as indicated by much higher engagement rates with personalised content. Sibylle and her team continue to test and refine their personalisation and segmentation strategies.
Our third winner, Nathan King, is a Journey Manager (as in customer journey) at Royal Bank of Scotland (RBS), one of the largest financial institutions in the UK. RBS has been an Adobe Target user for many years, but in 2014, they migrated from the older version of Adobe Target to the redesigned, more intuitive version with the Visual Experience Composer. Nathan explains that before the migration, “Testing was in the hands of a select few.” After the migration and some training, he notes, “The Journey Manager community were given control, and have become more and more adept. The Visual Experience Composer gives us a lot more flexibility when making changes to test.”
Nathan submitted a test that in his words was a “no-brainer.” He wanted to simplify the language used on a page from which customers requested overdraft protection for checking, or “current” accounts. By clearly explaining what customers could expect from the approval process, he believed they would complete their application for overdraft protection. He was correct, and customer completion of the applications and subsequent bank approvals of those applications increased substantially. A win for the bank and its customers.
Will Harmer, our fourth and final winner, serves as Senior Manager for the Digital Insights and Optimisation team at the UK’s largest mobile company, EE. A longtime user of Adobe Target, EE recently shifted development of all tests to the newly redesigned Adobe Target interface to take advantage of richer integrations with the Marketing Cloud and the Visual Experience Composer. Will notes, “[The Visual Experience Composer] is infinitely easier. Within two days, our team members can learn what they need to build a test.”
EE customers have a great deal of choice about which phones and plans they can purchase. Through qualitative and quantitative analysis, Will and his team found that the choices and plan details could be overwhelming. They believed that by showing visitors what phones and plans other customers purchased most—using social proof—visitors would feel more confident in choosing a plan. Testing confirmed that theory. The team is now exploring how social proof can guide customers deciding on other complex decisions.
Now that you’ve met our winners and learned about their tests, I hope you’ll join Andrea Warner of WhichTestWon and me at Adobe Summit EMEA session PO7 this week. In the session, you’ll hear more details about the tests and key takeaways and see if you can correctly guess which test variation won before we reveal the true winner. Plus, you can vote for the test that you think was the best and help select the winner of the People’s Choice Award.
See you at Adobe Summit EMEA!