As an add-on package, SiteSpect Enhanced Analytics combines two powerful tools to fortify and finely tune campaign data:
  1. Outlier Data: To identify and mitigate anomalous data that can skew data-driven decision making.
  2. Real User Monitoring (RUM): Capture & analyze actual user interactions and layer performance metrics into any campaign report.
For more information visit sitespect.com/analytics.
SiteSpect is CCPA Compliant. The California Consumer Privacy Act (CCPA) is a state statute intended to enhance privacy rights and consumer protection for US residents of California. More information about SiteSpect’s CCPA support is located on our Customer Notice On EU GDPR and CCPA Support page.SiteSpect will dedicate resources to the equivalent of a full-time employee to work with your team at your offices.SiteSpect will dedicate resources to the equivalent of a half-time employee to work exclusively with your team across any of the professional services.SiteSpect will dedicate resources to the equivalent of a full-time employee to work exclusively with your team across any of the professional services.SiteSpect provides on-site training sessions custom designed especially for your business and IT teams to help you achieve your business goals.SiteSpect has a curriculum of training modules and best practices that you can take advantage of to increase your team's adoption and mastery of the user interface.We offer training to get you up and running quickly, including test building courses & analytics interpretation.Take advantage of SiteSpect's premium help and knowledge portal where you will find FAQs, how-tos, and detailed step-by-step instructions for successful use of the SiteSpect platform.We offer monthly webinars on SiteSpect featured functionalities and best practices for increased value and success.Identify additional testing and personalization opportunities from the results of past campaigns.Our professional services team will work with you to create visualizations to demonstrate how SiteSpect affects your revenue.Optimization Consultants will provide full analytical reports on campaign performance, highlighting KPI impact, segment analysis, and key insights.Optimization Consultants will show you the best way to get the most out of your traffic across a large number of tests and personalization campaigns.Learn how to track and monitor running tests and personalization campaigns.Learn best practices for efficiently creating and executing tests and personalization campaigns.Design, develop, and optimize all of the components for your program.Learn how to structure experiments to maximize learning and efficiency. A/B vs. MVT, Controlled Experiments vs. Personalization.Add a workflow tool to integrate your prioritization and team workflow directly into SiteSpect.Your Optimization Consultant provides best practices and process recommendations for running a high functioning optimization program.SiteSpect will provide guidance and support for making decisions regarding scheduling tests in order to maximize efficiency and generate as much learning as possible as efficiently as possible.Working with key stakeholders in your organization, SiteSpect will provide test ideas that improve the customer experience and move the needle on your key performance metrics.Your Optimization Consultant will provide best practices for creating data-driven hypotheses that answer key business questions.Based on our experience and your analytics, your Optimization Consultant will help you identify optimization opportunities and establish a workflow for collecting and managing input from across your organization.Provided by your SiteSpect Optimization Consultant who understands your business objectives and works with you to achieve your testing goals and increase ROI.Number of hours SiteSpect professional services representatives will work on strategy, creation, or analysis for your optimization program.Enforce an optimization workflow with campaign administrators, builders and read-only roles.Custom integration with 3rd party tools such as Adobe Analytics, Google Analytics, CrazyEgg, Hotjar and more.Build and optimize the customer experience on iOS and Android apps. Build experiences visually, directly on your mobile device, leverage our SPAs or use API only solution.Leverage Custom Variables to capture dimensions about users, such as products purchased, categories viewed and items searched.Isolate users in single Campaigns or allow them in multiple overlapping experiences.Create a unified customer experience by connecting experiences for recognized users across devices.Automate your optimization program through our API: http://developers.sitespect.com/Test and deploy server-side functionality with on/off switches or progressive rollouts. Leverage cookies, headers or parameters for feature flagging. Test and optimize your CMS, recommendation engine, and other vendor tools.Leverage our SPA SDK to test and optimize your Single Page Application. Support for major frameworks such as Angular, React, and others.Modify the source code of pages on the fly with Regular Expressions, with zero impact to performance. Replace, remove, add in new functionality before pages are rendered in the browser.SiteSpect offers a number of capabilities for effective front-end testing. Use Visual Editor or Regular Expressions to modify source code, support SPA frameworks, define pages for reusability in tests, and minimize performance hits for users and servers.Use point-and-click actions to modify text, images, buttons, promotional banners, and styling. Create, move, rearrange, hide, and track behaviors across channels. Works with SPAs out of the box, such as React and Angular.Push winning Variations to all traffic to benefit early from wins. Push hot fixes your website to quickly resolve issues, to all traffic or segments of users.Respond to real-time alerts and in-product messages to proactively manage your campaigns. Known when a campaign has a winning variation, is hurting conversion, does not have any recent visits, or is disabled.Quickly analyze and understand relevant campaigns and outcomes. Measure conversion, KPIs, user actions, events, conversion funnels, and other key user interactions in our comprehensive dashboard.Personalize the experience for mobile devices, geo location, user types, and user behaviors. Build your own Audiences to align with your key segments of users and leverage your Data Layer.Experience our proxy architecture built from the ground up to avoid flicker and ensure fast experience delivery across desktop, tablet, and mobile devices.Training to get you up and running quickly, includes test building courses & analytics interpretation.Dedicated optimization consultant for strategic and tactical guidance. Your GoLive Report is a success plan to get your team up and running, including website audit, test ideas and optimization roadmap. You will also get ROI (return on investment) modeling backed by Forrester.Depending on which package there are countless tests, segmentations and optimizations within your control across almost any digital touchpoint.Run as many Campaigns as you want.Our optimization experts work with you to recommend 10 impactful test ideas to improve customer experience and impact your bottom line, and build 10 Campaigns so you can quickly benefit from our platform.Directly ingest SiteSpect traffic logs into your monitoring infrastructure to diagnose underperforming applications/servers and identify site errors in near real time.SiteSpect sends a sample of log data to Logz.io, a log visualization service. This service offers full flexibility to view and analyze logs relating to traffic health and routing. Your network operations center can also use this service to build your own visualization and dashboards or integrate into existing systems.SiteSpect is GDPR Compliant. The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collecting and processing personal information of individuals within or who are citizens of the European Union. More information about SiteSpect’s GDPR support is located on our Customer Notice On EU GDPR Support page.SiteSpect is HIPAA ready, which saves you time when you use SiteSpect in your HIPAA-compliant environment. SiteSpect obfuscates and encrypts visitor behavior and does not store any personal data. SiteSpect also offers on-premise and other deployment models to guarantee personal data never leaves your datacenter.SiteSpect supports Single Sign-On (SSO) authentication through Active Directory and SAML. SSO allows you to centrally manage SiteSpect permissions and login credentials. It also makes it easier for SiteSpect users to quickly log in and switch between their applications saving time and improving productivity.Restrict user access to SiteSpect by IP address.Restrict access to your websites by IP address. Create lists or ranges of IP addresses that allow trusted (whitelisted) users to access your websites or prevent access from disallowed (blacklisted) users.Two-Factor Authentication, also known as 2FA, requires not only a password and username but also something that only a user has access to, such as a token. Using a username and password together with a token makes it harder for potential intruders to gain access to SiteSpect.SiteSpect complies with both the EU-US and the Swiss-US Privacy Shield Frameworks. SiteSpect certifies that it adheres to the Privacy Shield Principles with respect to personal data. More information about SiteSpect’s Privacy Shield support is available on our Business Services Privacy Policy - GDPR and Privacy Shield page.SiteSpect includes a complete history of every user action. Quickly undo changes in the audit history list and audit any change as part of your change management process.SiteSpect maintains the privacy of all customer data by ensuring no test data is exposed and that data is not grouped with or shared with others in any way.SiteSpect leverages Alert Logic to monitor and track security vulnerabilities. This provides you with an additional line of defense as we will notify you of any detected threats or attacks on your website.SiteSpect supports nine different permission levels that provide control and configurable access. Set view and edit permissions on a per user basis for building, managing, and analyzing campaigns.SiteSpect fully supports encryption for all types of in-transit data such as end-user content, SDK and API transmissions, and business user data. We also support testing on HTTP and HTTPS websites.

Understanding Customer Behavior through Measurement and Segmentation: The Good, the Bad, and the Ugly

April 18, 2019

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At SiteSpect, we say that every user tells a story and every test paints a picture. A successful variation not only validates the hypothesis, but hopefully paints a better picture for business KPIs. We see a lift in Orders at “statistical significance” and… yay! However, if you base your test findings solely on a lift at significance in your most K of PIs for tested users, you’re likely missing a lot of information those users are trying to tell you.

Every Face Tells a Story – Capture them

In order to understand the user’s story, your test should include Metrics for each step in the story: landing page through thank-you page and every page or significant mouse click in between. For example, a customer flow on a retail site might look something like: Home > Search > Product List Page > Quick View > Product Page > Add to Cart > Cart > Checkout Step 1 > Checkout Step 2 > Order Confirmation. In that flow, you should include a Metric for each step — including other significant landing pages, browse pages, each Add to Cart button location, Order AOV, and Order Items. These metrics are easy to track — in SiteSpect you can easily drag and drop them into subsequent tests or make them Default Metrics for every new test created.

Each A/B test will also likely contain one or more Metrics which pertain to the specific variation(s) being tested. If you’re testing a new Call to Action, be sure to measure that action, as well as alternative actions that may change in tandem.

Another category of Metrics that can be useful in determining behavior change is scrolling. If you’re testing new content on the page, it is important to know whether the user scrolled to see it. Page percentage and viewport scrolling can be easily measured across variations to determine whether tested content has been consumed.

Our best testers include between 20-80 metrics in every test.  Remember, most SiteSpect Metrics add absolutely zero weight to pages or processing.

We always measure the user’s story in this level of detail because it allows us to see not only what behaviors changed, but why they changed. We also want to be able to detect unexpected changes in the user’s story — these are often the source of new insights. Unexpected learnings are often the engine of test iterations, or entirely new tests and can also help affirm test findings, or detect bugs in test or Metric setup.

How to Make Sense of it All

The new user story must make sense. A/B Test analytics is the process of understanding not only where the story changed, but why. Questions to guide your analysis should include: How did the user story change in the variation? Where did the change start? How far did it go? Sure, your variation’s bigger and better positioned search box caused more product searches and more product page views, but why then did conversion decrease or stay flat? Look how browse usage changed. Could it be that increased search usage decreased browse usage which converts better? Perhaps it’s time to start testing the search algorithm and result relevance. And look at that increase in homepage views! That could mean that users are getting lost or frustrated. Overall pageviews, visits per user, and time per visit are Metrics built into every SiteSpect test. These are also important clues to why a variation performed the way it did.

The Good and the Bad

Rich testing data also allows for comprehensive segmentation. Look at users who did what you wanted them to do. How did the variation affect them? How did their journey change? Compare that with the group of users who didn’t do what you wanted. What common aspects of their journey — browser, referrer, device, path, history, etc — might have negatively affected their outcome? As you segment groups of users for analysis, be sure to note that statistical significance is recalculated on the smaller data samples. Lifts that either lose statistical significance or are reduced to low sample sizes through segmentation should be considered accordingly in the new segment.

The Ugly

A critical part of test analytics is outlier segmentation. Remember, the lift (positive or negative) is a change in the Metric average per visit or user. That average can be affected in outsized ways by a single user or group of users. Isolating those outliers that obstruct our view and judging the results on more “normal” users will give us a better sense of the predictive value of lifts, and can also help identify test setup problems or artifacts.

Say a variation is showing flat or negative lifts in KPIs. This could be representative or it could be due to a specific browser or device type that is responding negatively — and differently — than other users. It’s always a best practice, and especially when results are negative or flat, to segment by browser and device type to insure the averages are relatively uniform, and there isn’t some ugly group of users obstructing our view.

Money Money Money

When the Metric is reporting a monetary value, users’ contributions to the average can usually vary much more widely than with other Metrics. Users may click on the ATC button between zero and say, 5 or 6 times. But the order value may be from $5.00 to $500.00. And it might not be unreasonable that one or a few users might spend $5,000.00 – $10,000.00. These outliers can skew the average greatly, and should be isolated through segmentation. We normally recommend segmenting out three standard deviations from the mean, thus measuring a lift in AOV with a group of more “average” purchases.

Web Analytics in 3D

I’ve heard that A/B Testing is like Web Analytics in 3D. Traditional analytics looks at past users under a microscope. We can measure the behaviors in their stories, and determine whether or not they converted, or when and where they finished their journey. A/B Testing looks at active users under a microscope, and measures how they respond to different experiences. This added dimension of variable motion gives unique insights into the elasticities of marketing techniques as well as the effectiveness of our tools for browsing, finding, and converting. Employing liberal measurement and comparing entire stories across variations — good stories, bad stories, and ugly ones too — allows us to not only declare a winning variation, but to gain a better understanding of our users, our site, and how they work together to accomplish our common goals.

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About Paul Terry

Paul Terry is a SiteSpect Consultant in Customer Support, guiding SiteSpect users on the road to optimization. He has over 15 years experience in optimization, testing, and personalization. He is based in Duluth, Georgia.

Email Paul Terry

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