What is Test&Target
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[ADOBE TRAINING SERVICES For Omniture technology]
Hi, everybody. This is Doug.
Today we're going to talk about what is Omniture Test&Target.
Well, the unofficial answer is that it's
pure awesomeness.
But the official answer
is that Omniture Test&Target gives
marketers the necessary capabilities to continually
make their online content and
offers more relevant to their customers,
yielding greater conversion.
Test&Target provides an intuitive interface for
designing and executing tests,
creating audience segments, and targeting content
all from a single application.
So Test&Target is part of our Omniture
online marketing suite, of course.
You'll see it right over here in the optimized section at the top.
The Test&Target is very well named.
It's going to give you two main abilities,
to test and to run tests on your site to see what's
working and what doesn't work, and also to be able to
target segments of your audience.
So, in this case, you have all these people out there that are
visiting your site.
You want to know which version of different content
will increase conversion on your site.
You want to be able to target people from different geographical areas
or people that do different things on your site or that
use different methods to land on your site
and these kinds of things, targeting different kinds of segments,
new visitors, returning customers, etc., so that you can
really have that suite spot and know exactly
which content will work for specific
people, including being able to get reports on that
and being able to provide them with the right content at the right time.
So some of the challenges and needs that we have, we have
lots and lots of content, but how do we match that to
the right audience and the right visitor?
We know we have lots of different kinds of people, that our audience is very diverse,
but how do we segment that properly?
And how do we identify these targetable segments?
This is one of the most common questions, where you start.
How do we decide what goes on our site?
What works? How can we validate these proposed changes with confidence?
How do we know?
We can think that it works better for people, and we can think that it looks
better, but how do we know and validate that with confidence?
And, again, how do we set up that test
to make sure that that test will
show us exactly which version of content improved conversion on our site?
Well, Test&Target has a very
easy-to-use interface and
that way marketers can just jump in and create tests and run them
without having to get into the code.
That's really one of the coolest things here.
Once there is some basic code set up on your site,
then, as far as changing content in and out
and trying different html content or trying different
images or just using different
versions of your site, is all done in the interface,
like you see here, rather than having to go into the code
and switch out different copy.
Okay, so very, very cool.
And this is how we can run tests and be able to see
exactly which items are working better.
So you start again here with a control page.
This is what our page has been looking like, but we're going to try
experience B, here, and we're going to see if it is
actually leading to more conversion.
At the same time, maybe we actually have three versions that we want to test,
so we can see exactly which version is
going to produce better results.
And with Test&Target, you can run these tests
and then get an exact number on
increasing conversion and you
can also get statistical confidence on that so that
you know that it is really a good number
and that you can count on it.
Now these kind of show three different versions of whole pages, but if we had,
for example, experience C, and we said, okay, this
layout works the best.
Let's tweak this main picture, here.
You can also, then, run the test to see if different
little changes in this picture here on this page
will increase conversion, as well.
So, always a good idea to kind of refine
your experience down.
So we can see which layout works the best, and then we can refine it
with different versions of copy,
maybe a different paragraph down here, a different
heading or whatever you want to do to see exactly
which one works the best.
So, never stop testing.
We always want to see what we can do to get things to work better and better.
In Test&Target you also have multivariate
testing, which allows you to test more than one
element at a time.
Instead of just testing a couple versions of one item, like the main picture,
we can test things like the picture itself
or the message on the picture or the price
or a phone number or the
text in any of these areas and whether
there's bullets or not.
So you can have different versions of different elements at the same time
and test them all in conjunction with each other
to see which versions of the elements are going to drive
the most conversion.
That's done right in the interface, and you can test
many different elements.
You can see here that if, for example, you had seven elements
and two versions, if you're going to test all those
different variations, you would have to test
128 different versions of the page.
Well, with multivariate testing and the magic that it is,
you can end up only testing eight alternatives,
and you actually just build it right in the interface.
And Test&Target then predicts the winner by determining
the individual element contribution
and which elements will work best together,
and then it will give you the winning alternative, here,
so you can see exactly which ones you'll be able to push and
drive the most conversion on your site.
And it's actually very likely that
a version that didn't even get tested will be
the winning version because of understanding
how the elements work together.
In fact, you're really only testing eight versions out of 128
possibilities, so it's actually more likely
that one of the other 120 versions
would be the best, and that's really the
magic of multivariate testing.
So that's in Test&Target, as well, on the test side.
Now let's look at targeting.
Here you have right in the middle here, "Salt Lake City Take Control of Your Money.
Join Dave Live on May 16th, etc."
So we can go in, and Geo-Target
offers to specific audience segments, and we're
going to select a parameter, a Geo-Location parameter, here,
whether it's city, country, etc.
We're going to select a city.
That's Salt Lake City, in this case.
And what if we want to switch that out and see
Dallas or Kansas City or Colorado Springs, etc,
for the different places where this might pull up?
So we can actually target the Geo-Location
with the right message just by
looking at where they are from.
So that's a very powerful way, and just one
small example of how targeting can give
certain people coming to your site
a certain message.
So, in review, Test&Target,
you want to be able to run tests to see which versions will work
best overall on your site, or even for
different groups of people, by targeting
various segments of your population.
[Adobe]