Using their simple business model, Evans Cycles show you how you can digitally tranform your business to build a testing culture, make quick descisions and take action based on data and insight.

1. How
to
digitally
transform
your
business
Daniel
Lee
Web
Analytics
Manager
Evans
Cycles
Ltd
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

2. Who
am
I?
Web
Analytics
is
on
my
business
card
Optimisation is
in
my
heart
UX
Research
and
AB
Testing
is
on
my
mind
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

3. A
leading
digital
business…
A
testing
culture
Insight
into
user
behaviour
Decisions
made
upon
data
and
insight
Ability
to
make
quick
actions
from
real
time
data
“We’re
a
2/10
in
Analytics.
What
are
you
going
to
do
to
get
us
to
an
8/10?”
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

4. Be
humble.
Listen.
Learn
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

5. Test
assumptions.
Test
everything.
Learn
Test
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

6. The Product Page test
Original – ‘A’ Test Version – ‘B’
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

7. What were the results?
+49%
uplift
in
add
to
Basket
metric
+4.3% more
revenue
generated
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

8. The Basket Page test
Original – ‘A’ Test Version – ‘B’
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

9. What were the results?
+18% users
proceeding
to
checkout
+5.6% more
revenue
generated
+1.7%
conversion
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

10. The Sign Up page test
Original – ‘A’ Test Version – ‘B’
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

11. What were the results?
+12%
Engagement
with
sign
up
form
area
-­‐71%
Less opt
outs
of
newsletter
signups
+13.6% More
accounts
created
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

12. What have we learnt from AB Testing so far?
Test assumptions
‘Best practice’ is normally just common practice
The 2 absolute truths
Testing beats opinion
Be customer centric
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

13. Understand
behaviour
and
impact
Learn
TestAnalyse
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

14. Apply
your
findings
Learn
Test
Analyse
Action You!
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

15. Digital
Transformation
– A
simple
model
Learn
Test
Analyse
Action
You!
Daniel
Lee
@WebsiteAnalyst
#OptEx2015

16. A
leading
digital
business…
A
testing
culture
Insight
into
user
behaviour
Decisions
made
upon
data
and
insight
Ability
to
make
quick
actions
from
real
time
data
What’s
next
for
Evans
Cycles?
More
of
the
same,
Personalisation
and
Multichannel
Analytics
Daniel
Lee
@WebsiteAnalyst
#OptEx2015