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How SAP Uses Website Testing to Drive Business Value

SAP uses web analytics in their test lab to optimize their web content. The lab's recommendations are now supported by global leadership mandates. Crispin Sheridan, SAP's Sr. Director of Global Search Marketing shares five discoveries the team has made using Adobe Experience Manager to drive business value.

Learn more about Adobe Experience Manager here: http://www.adobe.com/solutions/web-experience-management.html

This presentation was given at Adobe Digital Marketing Symposium in San Francisco on September 11, 2013.

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How SAP Uses Website Testing to Drive Business Value

  1. 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Case Study – SAP.com Digital Test Lab Crispin Sheridan, Senior Director Global Search, SAP 1
  2. 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SAP Today SAP AG 2012 revenues: € €16.22 Billion Over 65,000 employees (in locations in more than 130 countries) 232,000 customers in 188 countries Comprise 79% of Global Fortune 500 Ambition by mid decade: €20 billion in annual revenue Reach 1 billion users 5 Market Categories of SAP: Applications Database & Technology Analytics Cloud Mobile #AdobeSymposium
  3. 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SAP Customer Facts… >86% of the world’s athletic footwear provided >50% of the world’s packages couriered >70% of the world’s chocolate production >72% of the world’s beer production >30 million households use energy more responsibly with Smart Grid solutions >77,000 people work more safely using People Safety solutions >2 million people work more safely using People Safety solutions #AdobeSymposium
  4. 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4 Web Analytics is a table stake and it doesn’t get you very far #AdobeSymposium
  5. 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 New people, new skills, and new attitudes are required #AdobeSymposium
  6. 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6 Testing without a process is driving with no-where to go #AdobeSymposium
  7. 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7 SAP Test Lab: 2 years in the making 140 tests launched Global mandate #AdobeSymposium
  8. 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Prioritization Implementation Structure - Consistency Test Pipeline Management INSIGHTS & REPORTING Key components #AdobeSymposium
  9. 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2012 Focus - Unearthing valuable insights to drive optimal business value: Test Lab: Facts and Figures 80 tests launched 25,287 incremental inquiries generated €1.64MM 2012 Lead value (PPC proxy of €65/MC) 100 insights generated #AdobeSymposium
  10. 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Laser Focus on PPC and Top SEO Entry Pages & Quality of Insights Test Lab: 2013 Goals 27,500 incremental inquiries H1 @ 142% of target 100 Further Insights Generated – quality of insights over quantity – H1 on target 15% Reduction of PPC cost per acquisition for campaigns tested via Test Lab H1 @ 45% Reduced Cost #AdobeSymposium
  11. 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Some of the results…
  12. 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5 Optimization Discoveries from the SAP Test Lab Key areas of learnings that Adobe Experience Manager (CQ) enables at scale 1. Turn heroes into action heroes 2. Photographic imagery sharpens response 3. Great results don’t have to be complex 4. Make those CTAs easy to spot (and click) 5. Test surprises happen, which is why we test! #AdobeSymposium
  13. 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. + 19% Discovery #1: Turn heroes into action heroes Multivariate test:  buttons in hero  with/ without images  more human-oriented imagery #AdobeSymposium
  14. 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Photographic imagery sharpens response Pictograms vs. Photographs #AdobeSymposium + 46%
  15. 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. + 47% 3. Great results don’t have to be complex Copy test – small changes make a BIG Impact #AdobeSymposium
  16. 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. + 7% 4. Make those CTAs easy to spot (and click) Key question – can CTAs be made easier to find? #AdobeSymposium
  17. 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Test surprises happen, which is why we test! Testing assumptions about transparency with the reality of customer behavior + 17% #AdobeSymposium
  18. 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Content and Offers Registration and Form Pages Design and Layout *Potential Lift is based on the positive benefit seen in actual tests. Up to 780% Up to 97% Up to 92% Holistic understanding where to focus efforts #AdobeSymposium
  19. 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. It’s impossible to beat the “testing drum” too loud What does SAP Test Lab do? SAP Test Lab is an internal team at SAP dedicated to testing the SAP web presence. Using data from real customers, SAP Test Lab finds what works best to drive more leads from the traffic you already have, right now. That way, you can optimize your marketing strategy by uncovering new insights about your visitors and how to serve them best. 3 A word about change management #AdobeSymposium

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