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Module 5 - EMS01: Kentico EMS Training

Module 5: Optimizing Web Content EMS01: Kentico Enterprise Marketing Solution

Kentico CMS Training @2010 Kentico Software


Module 5 - EMS01: Kentico EMS Training

Abstract This module explains the process of optimizing the visitor experience Lesson Objectives    

Understand the available optimization techniques available in EMS Learn A/B testing Learn Multivariate (MVT) testing Learn Content personalization

Contents The principles of website optimization

1

A/B testing

1

Creating an A/B test Creating test variants Configuring conversions Analyzing A/B test results Hands on lab M5-1: Creating an A/B test

MVT testing

2 4 6 8 10

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Creating an MVT Test Creating MVT test variants Setting up testing combinations Configuring Conversions Analyzing MVT Test results Hands on Lab M5-2: Creating an MVT Test

Real time content personalization

16 18 21 22 23 25

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Content Personalization with web parts Content Personalization with web part zones Content Personalization with Widgets Hands on lab M5-3: Enabling personalization

Summary

33 37 39 41

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Module 5 - EMS01: Kentico EMS Training

The principles of website optimization Optimization is the discipline of applying advanced analytical methods to make better business decisions. For online marketers this framework is known as Conversion Rate Optimization (CRO). This is a process of increasing website leads and sales by reducing your visitor “bounce rate”. CRO focuses on increasing the percentage of site visitors that convert to customers. An important part of this is the continuous testing and optimization of your web property. This involves testing your website design, navigation, and content variations to determine the best layouts, copy, offers and images that provide the best conversion rates. With Kentico EMS you are able to test virtually every variation of this on your live site. Kentico EMS provides the following optimization elements to online marketers:  

Discovery of subsets and combinations that have the greatest predictive power for customer conversion. Data collection across a variety of audience elements. These include geographic, contextual, frequency, demographic, behavioral, customer based and many more. Application of business and targeting rules that include: o Minimum and maximum weights for specific offers and users o Offer consistency o Offer eligibility

A/B testing A/B testing is a market testing method that compares a baseline control sample to a variety of single variable test samples to determine the best customer response rates. Originally used by direct mail, this method has become popular in the online space as a test tactics for campaign activities like banner ads, emails and landing pages. The goal of A/B testing is to optimize the pages of a website according to the reaction of visitors. Within EMS this is done by creating one or more modified versions of a page and then running them at the same time during a specified testing period. The system divides 1


Module 5 - EMS01: Kentico EMS Training traffic between the individual page versions and tracks how the changes affect the activity of visitors.

What’s the difference between A/B and MVT Testing? A/B testing is different than MVT Testing. An A/B test uses a combination of pages and tests elements like copy text, layouts, images and colors. MVT Testing is focused on web part zones, web parts, and widgets.

Creating an A/B test An A/B test is created based on a modified version of an existing page then running a test. There is virtually no limitation to the modification that can be made to a page. This may include subtle changes to using a completely different page. The first step in creating an A/B test is to define the test object. This is done at the document level and then selecting the Analytics tab, A/B test and selecting New test as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

A/B test setup If you remember in Module 1 we enabled A/B testing in the system settings In the New test screen update the following fields: Name

Description

Display name

The name of the A/B test displayed in the administration interface.

Code name

Sets a code name that serves as a unique identifier.

Test description

Used to enter an optional description of the test.

Test culture

Used to select which culture version of the document are included.

Target number of conversions

Sets the number conversion hits that must be logged to complete the test. Once reached the test turns off.

Test from/to

Total – test concludes when all

variants reach the specified number Any variant – test concludes when the specified number is reached by any variant

Sets the time interval for the test

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Module 5 - EMS01: Kentico EMS Training Test enabled

Manually starts or stops a test

Status

Current status of the test  

 

Disabled – test is not active Not running – test is not currently

active but within the test date range Running – test is currently active Finished – assigned after the test date range or the target number of conversions is reached

Creating A/B test variants Test variants are simply other pages within CMS Desk. They are created and managed as any other page and represented as separate documents in the content tree. This design enables the utilization of any page and design configurations available within Kentico CMS Desk. Once the modified versions of the original documents are added to the content tree, they must be registered as variants for the test. This is done by selecting the original document where the test was created and Editing the test, then selecting the Variants tab, and clicking the New variant link as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

Another way to quickly create an A/B test variant is selecting the New option and clicking the A/B test page variant link as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

Configuring conversions Valid A/B test results are based on conversions. They provide the tracking of behaviour and actions for website visitors. As we have seen earlier, they can be used site wide and aren’t directly assigned to a specific A/B test. 6


Module 5 - EMS01: Kentico EMS Training Conversions are available across a number of areas as we saw in Module 3. They can be created at the page level by selecting the Analytics tab and then selecting the Settings tab and updating the Track conversion name as shown in the following screenshot.

For many web parts and widgets they are available as part of the properties as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

Analyzing A/B test results The data gathered during the course of an A/B test are viewed in the Web Analytics tab and expanding the Optimization and A/B test reports as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

You can also select the individual test using the A/B test dropdown as shown above. Reports available for A/B tests include: Report name

Description

Overview

Displays the progress of the primary metrics measured for the selected A/B test from a single location.

Conversions count

Displays the number of conversion hits logged for the selected A/B test.

Conversions value

Displays the sum of the conversions logged for the selected A/B test.

Conversion rate

Displays how many visitors who accessed the test pages performed a conversion The conversion rate is calculated as the amount of logged conversion hits divided by the total number of visitors on the tested page (and its variants).

Conversion source pages

Displays the hit statistics for individual conversion that were logged as part of the test.

Conversions by variants

Displays detailed information for the number of hits 9


Module 5 - EMS01: Kentico EMS Training logged for each conversion type for individual page variants.

Hands on lab M5-1: Creating an A/B test 1. Log into CMS Desk, click the Content tab, in the content tree select the Home page, then click the Analytics tab, select the A/B tests tab and click the New test link as shown in the following screenshot.

2. in the New test screen update the following fields and then select Ok Field

Value

Display name

HomeAB

Code name

HomeAB

Target number of conversions

100

Test from

Now

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Module 5 - EMS01: Kentico EMS Training Test to

Now + 2 weeks

Test enabled

Checked

3. Select the Variants tab and the click the New variant link as shown in the following screenshot

4. In the New variant screen update the following fields and select Ok Field

Value

Variant display name

Community

Variant code name

Community

Test page

/Community

5. Click the Variants tab and validate that you see the updated Variants list as shown in the following screenshot

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Module 5 - EMS01: Kentico EMS Training

6. Select the Settings tab, and in the Track conversion name select the New button as shown in the following screenshot

7. In the New conversion screen update the following values, select Save & close and in the Settings tab select Save Field

Value

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Module 5 - EMS01: Kentico EMS Training Conversion display name

Home Page

Conversion code name

HomePage

8. In the Content tree select the Community page, select the Analytics tab, then the Settings tab, and in the Track conversion name click the New button as shown in the following screenshot

9. In the New conversion screen update the following values, select Save & close and in the Settings tab select Save Field

Value

Conversion display name

Community Page

Conversion code name

CommunityPage

10. Select the Sign out button, and validate that you receive one of the Home page variants. 13


Module 5 - EMS01: Kentico EMS Training

It’s random! Remember the page received is random. Once you receive a Home page the cookie will guarantee you always receive the same page. If you have a second browser available go ahead and try it! 11. Log into CMS Desk, select the Online marketing tab, click the Web analytics button, expand the Optimization report node, then the A/B tests, select the Overview report and in the A/B test dropdown select the HomeAB test and validate that you see a report similar to the following screenshot

Patience required EMS updates web analytics every few minutes. Your conversion may not appear right away.

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Module 5 - EMS01: Kentico EMS Training 12. Select the Conversion rate report and validate that you see a report similar to the following screenshot

MVT testing Multivariate (MVT) testing is the process of market testing multiple variables at one time. In simple terms it can be thought of as numerous A/B tests performed on one page at the same time. A/B tests are usually performed to determine the better of two page variations, multivariate testing is used to determine the better of two content variations on a page.

A/B and MVT Testing Combinations You can’t have an active A/B and MVT Test on the same page. This is done to prevent possible data combinations that wouldn’t produce useful data. 15


Module 5 - EMS01: Kentico EMS Training

MVT testing allows internet marketers to ensure that visitors are being shown the right offers, content and layout to convert them to sale, registration or complete the desired action once they arrive at the website. Theoretically, MVT testing can be applied to limitless content combinations on a single page. A test of every possible combination is called full factorial testing. Otherwise you are using a fractional factorial test. Fractional factorial testing may save time, as it’s quicker to reach statistical significance but they can be less reliable. Any version that is excluded from the test may possibly be the best performing combination.

Creating an MVT Test The first step in creating in an MVT test is to define the test object. This is done at the document level, then selecting the Analytics tab, MVT Test tab and selecting the New MVT test link as shown in the following screenshot.

Within the New test screen update the following fields:

Name Display name Test code name Description Culture

Description The name of the MVT test displayed in the administration interface. Sets a code name that serves as a unique identifier. Used to enter an optional description of the test. Used to select which culture version of the document are included. 16


Module 5 - EMS01: Kentico EMS Training Target number of conversions

Sets the number of conversion hits that must be logged to complete the test. Once reached the test turns off.  

Test from/to Enabled Status

Total –

test concludes when all variants reach the specified number Any combination – test concludes when any combination reaches the specified number

Sets the time interval for the test Manually starts or stops a test Current status of the test  

Disabled – test is not active Not running – test is not currently

 

active but within the test date range Running – test is currently active Finished – assigned after the test date range or the target number of conversions is reached

Don’t forget about the Web Analytics interface You can also manage all tests assigned to different pages from a single location. If you go to the On-line marketing tab and select Web analytics. Then expand the Optimization -> MVT test category, select one of the reports and switch to the MVT tests tab. All MVT tests defined on the current website are available. 17


Module 5 - EMS01: Kentico EMS Training

Creating MVT test variants Once the MVT test is created you can begin creating the content options that will be evaluated. This is done by defining variants for the elements that make up the content of the page. Content variations can be created for the following objects: Name

Description

Web parts

Each variant is another instance of the original web part. Variant properties may be configured differently and an alternate web part can be specified.

Web part zone

Each variant is another instance of a web part zone. Variant zones may contain any type or number of child web parts. The basic properties of the zone may also be set differently. When a new variant is added to a zone, the content of the original is automatically copied into it.

Editor widgets

Each variant is a widget of the same type as the original and provides the option to set different values for its properties.

To add an MVT variant to a web part, select the page in the Design tab, select the configure arrow drop down, then select MVT variants‌ and select Add web part variant as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

In the MVT variant properties screen update the following fields and select Ok. Name

Description

Display name

The name of the MVT test displayed in the administration interface.

Code name

Sets a code name that serves as a unique identifier.

Description

Used to enter an optional description of the test.

Enabled

Current status of the test  

 

19

Disabled – test is not active Not running – test is not currently

active but within the test date range Running – test is currently active Finished – assigned after the test date range or the target number


Module 5 - EMS01: Kentico EMS Training of conversions is reached

The configuration dialog is then opened. Just like when creating a standard web part or widget you can set the available properties so that the variant generates the expected content. By default the values set for the original object are available. This means you only have to change the configurations that are unique to the given variant. Once the variant is created a slider is then made available that allows the switching between the available variants as shown in the following screenshot.

In the case of Editor widgets, MVT testing is handled using a similar approach. The only difference is that editing is done on the Page tab as shown in the following screenshot.

Once a variant is created the slider is available in the Page window as shown in the following screenshot. 20


Module 5 - EMS01: Kentico EMS Training

Can I see a list of all MVT tests? You can access a list of all the MVT variants on a page by selecting the page and going to the Analytics -> MVT variants tab. Any variant defined for the page is listed and can be managed here. MVT variants are either stored in the page template used by the document (in the case of web parts and zones) or bound to the document itself (editor widget variants). This means that existing variants may be used by other MVT tests performed on the page at another time. Also, this means that you can export an MVT test to another website. Variants will automatically be transferred along with document and page templates.

Setting up testing combinations Individual testing scenarios are represented by the combinations of MVT variants on the page. By default all possible combinations of the page’s content will be included in a multivariate test. Combinations are managed for documents that have an MVT test defined using the Combinations panel located at the top of the page editing interface in CMS Desk as shown in the following screenshot.

You can choose any of the available combinations through the combination selector. This causes the page to display the content defined by the variants that make up the given combination. The selection made through the combination panel is linked with the positions set on the MVT slider on the variable objects. 21


Module 5 - EMS01: Kentico EMS Training The Set as result action is used at the conclusion of the test. Once the data is analyzed and the winning combination is identified. This action allows you to set the winning combination as the permanent content on the page. When selected this will replace the original web parts, zones and widgets with the variants included in the currently selected combination and remove all other MVT variants from the page.

Configuring Conversions Valid MVT test results are based on conversions. They provide the tracking of behaviour and actions for website visitors. As we have seen earlier, they can be used site wide and aren’t directly assigned to a specific MVT test. Conversions are available across a number of areas as we saw in Module 3. They can be created at the page level by selecting the Analytics tab and then selecting the Settings tab and updating the Track conversion name as shown in the following screenshot.

For many web parts and widgets they are available as part of the properties as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

Analyzing MVT Test results The data gathered during the course of an MVT test are viewed in the Web Analytics tab and expanding the Optimization and MVT test report as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

You can also select the individual test using the MVT test dropdown as shown above. Reports available for MVT tests include: Report name

Description

Overview

Displays the progress of the primary metrics measured for the selected MVT test from a single location.

Conversions count

Displays the number of conversion hits logged for the selected MVT test.

Conversions value

Displays the sum of the conversions logged for the selected MVT test.

Conversion rate

Displays how many visitors who accessed the test pages performed a conversion The conversion rate is calculated as the amount of logged conversion hits divided by the total number of visitors on the tested page (and its variants).

Conversions by combinations

Displays details about the number of conversion hits logged for individual content combinations defined on the page associated with the selected MVT test. The hits logged for the chosen combination are divided into 24


Module 5 - EMS01: Kentico EMS Training categories that match individual conversions. This allows the determination of which conversions are performed most commonly by visitors assigned to the selected content combination.

Hands on Lab M5-2: Creating an MVT Test 1. Log into CMS Desk, in the Content tree select the Community page, then the Design tab, in the Main zone click the Configure (drop down arrow) button and then select the Add web part icon as shown in the following screenshot

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Module 5 - EMS01: Kentico EMS Training 2. In the Select web part screen select the Layouts node, then select the Web part zone web part and click Ok as shown in the following screenshot

3. In the Web part properties (Web part zone) update the following fields and select Ok

Tab

Field

Value

Default

Web part control ID

ProductTest

Layout

Width

200px

Always visible settings

Location

Middle right

Web part container

Web part container

Div element

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Module 5 - EMS01: Kentico EMS Training 4. In the ProductTest web part zone click the Add web part (+) icon as shown in the following screenshot

5. In the Web part name field enter Link, then click the Search button, select the Link web part and click OK as shown in the following screenshot

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Module 5 - EMS01: Kentico EMS Training 6. In the Web part Properties (Link) screen update the following fields and select Ok Tab

Field

Value

Content

Link URL

/<your domain>/Products.aspx

Content

Link Text

See our products!

7. Click the Live site button and validate that the web part is visible as shown in the following screenshot

8. Click the Edit button, select the Analytics tab, then the MVT Tests tab and select the New MVT test link as shown in the following screenshot

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Module 5 - EMS01: Kentico EMS Training

9. In the New MVT Test screen update the following fields and select Ok Field

Value

Display name

MVProducts

Test code name

MVProducts

10. Select the Design tab and validate that you see the Combination selector as shown in the following screenshot

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Module 5 - EMS01: Kentico EMS Training 11. In the Link web part select the MVT variants.. option, and click the Add web part variant as shown in the following screenshot

12. In the MVT variant properties screen enter the following values and select Ok Field

Value

Display name

Products1

Code name

Products1

13. In the Web part properties (Link) update the following fields and select Ok Tab Content

Field Link text

Value Exciting new products

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Module 5 - EMS01: Kentico EMS Training

14. Click the Preview button, in the Combination drop down select 1: Default page and validate that you see the following screenshot

15. In the Combination drop down select 2: Products1 and validate that you see the following screenshot

Real time content personalization Content personalization enables user targeting. Personalized content is an ideal way to deliver unique content to users of your site. With EMS this allows the creation of pages that can automatically display different combination of content based on a set of dynamic conditions. This enables the reuse of pages for different types of visitors, dynamically reflecting their actions or based on any combination of site variables. 31


Module 5 - EMS01: Kentico EMS Training Setup is similar to a multivariate test that is based on a set of rules. When the user access the page, the available rules are reviewed and if a matching rule is found the alternative content is displayed. By default, the first rule matched is automatically selected.

Content personalization setup If you remember in Module 1 we enabled testing in the settings Personalization is applied through the basic components that form the content of pages, which includes Web parts, web part zones and widgets added into page editor zones. The first step is to define different versions of these objects called variants. This is done in the Design tab of any page and selecting the Personalization variants as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

MVT testing and Content Personalization You are not able to create personalization variants of web parts zones or widgets that are already included in a running MVT Test.

Content Personalization with web parts To add content personalization to a web part select the Configure dropdown and select the Personalization variants.. and then select Add web part variant as shown in the following screenshot.

In the Content personalization variant properties screen update the following fields: 33


Module 5 - EMS01: Kentico EMS Training Name

Description

Display name

The name displayed in the lists of content personalization.

Code name

Sets a code name identifier that serves as a unique identifier.

Description

Used to enter an optional description of the personalization variant.

Enabled

Indicates if the variant should be considered as a content option for the live site.

Display condition

The condition that must be fulfilled in order for the variant to be displayed.

The next step is to identify the alternative values within the web part. This creates a new variant for the object and a standard web part configuration dialog is displayed as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

The variant is simply another instance of the original web part. By default it will have the same values in its properties as the original. After the first variant is created a slider is added to the header of the web part as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training The buttons on the slider allow you to change variants and also to modify the variants as shown in the following screenshot

For web parts like the Editable regions you can easily edit them using the page tab and clicking the drop down button to switch between the various variants as shown in the following screenshot.

Variants of a personalized web part are stored in the documents page template. This means they are presented on all pages that use the template. If you delete a web part, all of the variants will be removed along with it. The same principle applies to web part variants 36


Module 5 - EMS01: Kentico EMS Training Content Personalization with web part zones Itâ&#x20AC;&#x2122;s possible to define personalized content that uses a completely different type of web part or multiple web part instances. To add content personalization to a web part zone select the Configure dropdown and select the Personalization variants.. and then select the Add zone variant as shown in the following screenshot.

In the Web part zone properties you can then set the properties for the web part zone variant as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

Web part zone variants are created and managed on the Design tab in the same way as web parts using the buttons and sliders to select the different zones as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

Content Personalization with Widgets Content personalization can also be leveraged by Editors that donâ&#x20AC;&#x2122;t have access to the Design tab, using widgets. To add content personalization to a widget select the Page tab and in the popup menu for the widget select the Add content personalization variant as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training The process is the same except that you are modifying the exposed Widget properties as shown in the following screenshot

Once the variant is added to the widget the slider and personalization buttons are available in the popup menu as shown in the following screenshot.

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Module 5 - EMS01: Kentico EMS Training

This functionality is only available for widgets placed into zones set for Customization by page editors.Personalization of editor widgets is almost identical to web parts. The major difference is that variants are not included as part of the page template. Each defined variant is same type as the original, but properties may be configured differently.

Variant listing You can access a list of all content personalization variants for a page by selecting Properties -> Variants

Hands on lab M5-3: Enabling personalization 1. Select the Content tab, in the Content tree select the Products page, Design tab, in the Main zone select the Featured products web part, in the Configure drop down select Personalization variantsâ&#x20AC;Ś and select Add web part variant as shown in the following screenshot

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Module 5 - EMS01: Kentico EMS Training

2. In the Content personalization variant properties screen update the following fields and select OK Field

Value

Display name

Is Male

Code name

IsMale

Display Condition

{% CurrentUser.IsMale %}

3. In the Web part properties (Random products) update the following fields and then select Ok Tab

Field 42

Value


Module 5 - EMS01: Kentico EMS Training Content filter

Product internal status

Sale

4. Validate that you see the Featured Products variant selector as shown in the following screenshot

5. Move the slider to the first variant (1/2) as shown in the following screenshot

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Module 5 - EMS01: Kentico EMS Training

6. in the Content tree expand the Products node and select the Apple IPhone 3GS, select the Product tab, in the Status section change the Public status to Sale and select Save as shown in the following screenshot

7. In the Content tree select the Products page, then the Design tab, and validate that you see the following screenshot

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Module 5 - EMS01: Kentico EMS Training

8. Move the Featured Products variant slider to the second personalization variant (2/2) and validate that you see the following screenshot

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Module 5 - EMS01: Kentico EMS Training

Summary In this module we learned about the process and tools available for optimizing web content within EMS. Specifically we covered:    

Learning the importance of optimization for marketing Using A/B testing Using MV testing Using Content personalization

Additional resources:  

Feature series: A/B Tests - http://devnet.kentico.com/Videos/Featureseries/Feature-Series--A-B-Tests.aspx Feature series: Content Personalization http://devnet.kentico.com/Videos/Feature-series/Feature-Series--ContentPersonalization.aspx http://devnet.kentico.com/videos.aspx

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