etracker Optimiser is a module you can use to optimise the success of your website. Here, you can export one or more page versions. Using page variants you can address visitors or visitor groups to your website in a targeted way with smart messages or test to see what effects changes to your website have. etracker Optimiser measures the conversion rates of the page versions and compares these with the original page during A/B tests. Further key figures are provided by etracker in reports.
You can set up the page variants either as your own alternative pages on a web server (split URL test) or create them in the Visual Editor by varying individual page elements like pictures, colours, labels or buttons. etracker automatically exports the page variants which you have exported with the Visual Editor using the DOM Manipulation technique.
You can adjust each project, regardless of whether it is a smart message or A/B test, to a certain visitor segment and define a conversion target for each project. These can be target pages or other etracker key figures like the quantity of products viewed, products placed in the basket or purchased products. Using target achievement, etracker Optimiser measures how successful a page variant is.
etracker Optimiser supports you when it comes to increasing the conversion rate of a selected page, that is, the share of visitors who execute a desired action. Here, you can make better use of the existing traffic (and thus the expenses for online marketing) and there is a higher return on investment.
Additionally, smart messages always refer to a specific visitor behaviour (trigger). This way you can, for example, send out certain messages to users of mobile devices only or send out a specific message to all inactive visitors.
Using the findings of the etracker Optimiser, you can optimise the content of your website and, for example, reduce bounce rates. You can inspect centralised use cases of a page, identify obstacles the visitor cannot get past and provide assistance for this.
Here, you can find out how to adjust your website code for the analysis. We also show you how to set etracker Optimiser optimally to meet your needs.
To use etracker Optimiser, the current etracker tracking code needs to be integrated into all of the website’s pages you wish to track.
You can find further details on the tracking code under Tracking Code & SDKs.
The allocation available to your etracker account for the current month is shown under etracker Optimiser > Testing & Targeting > Settings. Here you can also see how much of your allocation you have already used.
When creating tests and smart messages, an assistant is there to help you query all of the necessary data and save it to the corresponding project.
During the runtime of a test, etracker informs you under etracker Optimiser > Testing & Targeting > Project overview & creation of how long the test will run roughly and ends the test when a significant amount of data has been reached. A test runs for at least seven days. For each variant, there must be at least seven conversions and 200 visitors need to be tracked. The runtime is longer the closer the conversion rates of the page variants are to each other because greater selectivity and thus more traffic is then required to reach a significant result.
To execute a simple A/B test, your website should have at least a few thousand visitors per month.
You can find the test overview under etracker Optimiser > Testing & Targeting > Project overview & creation. It shows all of your projects and their status. The latest projects are at the top. You will find the following information on your projects:
To create visual A/B and Split URL Tests as well as on-site personalisation, click on the button Create project or Create additional project.
To stop or delete projects, click on the Select link in the last column. There, you can also navigate to the Project details page.
To find ideas for a test, you first need to uncover weak points in your website using Web Analysis. Find out, for example, which elements of the page influence conversion the most. In the test, you can vary the elements which increase conversions.
With the analysis, the Visitor behaviour report under Testing & Targeting can be helpful. Here, compile hypotheses like, for example, “We have a high bounce rate on the homepage because customers don’t understand the product features” or “We have a high bounce rate because the customers don’t trust our marketing claims”. Proceed individually as follows:
The two test types differ in the following points:
The following variations can be executed with both test types:
Make your decision according to the following criteria:
|Very fast and uncomplicated changes to the original without programming (e.g. integrating only alternative texts or pictures).||Visual A/B test|
|You have little technical expertise.||Visual A/B test|
|You have technical expertise in CSS and jQuery.||Visual A/B test
for creating variants with extensive layout changes
|Your server must send out alternative HTML code for a variant.||Split URL test|
|You wish to change a function (e.g. navigation).||Split URL test|
|You wish to branch into an alternative multi-page function, e.g. an alternative checkout process.||Split URL test|
|You wish to perform a test with Google AdSense.||Split URL test, as the Visual Editor cannot be used here.|
|You wish to test a variation of advertising.||Split URL test or visual A/B test|
|You wish to change the position of page elements.||Split URL test or visual A/B test|
If the Visitor behaviour report under Testing & Targeting shows, for example, a high bounce rate, you can also create a smart message project independently of any A/B tests by creating a smart message which goes only to visitors who are likely to bounce (e.g. a reference to a Help page or a product video of a product detail page or a specific offer).
When creating a smart message, you should consider the following beforehand:
You can also analyse different variants of a smart message in an A/B test project.
You can use the etracker Optimiser’s Visual Editor in simple A/B tests and for smart messages in order to vary, among other things, texts and pictures of your page without any programming.
To create a smart message or a visual A/B test, proceed as follows:
In these cases, however, you can always perform a split-URL test.
Switching between the Visual Editor and different end devices
To customise a variant specifically for display on desktop computers, smartphones or on tablets with the Visual Editor, you have the option to switch between different end devices in it.
At the moment, the following end devices are available:
Here, select an end device in the dropdown menu under Open page with end device. The display of the website in the Visual Editor will then be shown accordingly.
Editing variants in the Visual Editor
In the Visual Editor, if you move your mouse over a page which shows a variant, the Editor will then identify the elements of the page and highlight them. Here, a Page element can be, for example, a block with text or a picture, or also a grouping, like a teaser made of a headline, copy text and image. This depends on how the page is structured in the HTML code. A highlighted page element can be edited, hidden, removed or moved in the Visual Editor after it has been clicked on.
Creating, renaming and deleting variants in the Visual Editor
Editing page elements in the Visual Editor
Example: Changing an image in the HTML code
Hiding or removing page elements in the Visual Editor
In the Visual Editor, you can make selected elements invisible or remove them. When hiding them, a transparent placeholder will remain where the element was. If you remove an element, other elements will move up to where it was (if the programming of the HTML page specifies that).
Moving page elements in the Visual Editor
Inserting CSS code into a variant
If you have expertise in developing cascading stylesheets, then you can manipulate the layout of the variants by adding CSS code. To do so, proceed as follows:
etracker Optimiser supplies its own jQuery library. Documentation can be found, for example, at https://api.jquery.com/. To insert, proceed in the same way as you did when inserting CSS code:
If you wish to perform a split URL test, then you will need to create variants beforehand and make them available on a webserver.
To create a split URL test in etracker Optimiser, proceed as follows:
Select etracker Optimiser >Testing & Targeting > Project overview & creation.
Optimising templates in the Split URL test
Sometimes a page (and its variant) does not have a defined URL. This can happen if you wish to optimise a page type (a template) for an individual project page in a shop system.
Here, you can use the original page itself as a variant in etracker Optimiser and give it a URL parameter. If you wish to adjust the code of your template accordingly, the template evaluates the URL parameter in order to show the variant.
Original page: For the original page, enter the URL of any template page you wish to optimise. In a shop system, you could, for example, use one of the two following URLs for product pages:
etracker Optimiser uses the URL entered to show a preview of the page and its variants. However, only the placement of the tracking code in the template determines which page will really be used as the original page to be tested.
Variant(s): Instead of entering a URL, enter something according to the following formula for the variant:
Here, the question mark is a placeholder for the opened original page. Enter something that makes sense for <parameter> and <value> so that you are transferring a specific parameter:
When etracker Optimiser sends out a variant, then it is called as follows:
When creating and editing projects, you need to define a URL in the field after ‘URL for the page(s)’, which describes the pages you wish to send out.
If the URL matches a page called by a visitor, the test or the smart message will be executed, that is, conversions will be counted.
If you enter (everything after the “?”) for the URL parameters, then the test or smart message will only be executed if a visitor calls the page with the parameters.
Example: Entry without URL parameter
The project then runs on the following pages:
In this case, the project does not run on the following pages:
Example: Entry with URL parameters and * as placeholder
The project then runs on the following pages:
In this case, the project does not run on the following pages:
So you can copy and use the entire URL from the address line of your browser.
Example: Entering a URL (copied from the address line)
In this case, the project does not run on the following pages:
For this reason, it is better to enter just one part of the URL and use ‘*’ as a placeholder. So in this example, you should enter the following URL:
When the visitor opens the page http://www.meineseite.de/products/shirts/?id=10, this will match both tests.
Which test will then be run cannot be foreseen.
This would then execute the project for the following pages:
There are cases when you cannot define the page on which a project should run by entering the URL or part of it into the etracker Optimiser. This can be the case in the following situations:
When editing a test, except for the test name and the URL for the page(s) you can enter a percentage under Number of project participants. This percentage indicates the size of the sample for the A/B test, that is, the percentage of all visitors to the original page who should take part in the test. If you enter a value, like, 40%, then 40% of visitors will see the original or a variant which is shown at random. The remaining 60% of visitors will only see the original. The value is set to 100% by default.
For smart messages, you can reduce the share of project participants here. If, for example, you only wish to send out an ‘Always on’ message to every second visitor at the start and have not defined any segmentation, set the value to 50% here.
When creating or editing a project, you can define one or more conversion targets.
A conversion target is the desired action of a visitor. This can, for example, be the following:
To track conversion targets, the following visitor actions can be recorded.
Which visitor actions are tracked by etracker Optimiser as conversions can be selected when creating or editing a project.
You can define one or more conversion targets when you create a project. After clicking on Save and Create project, the Project detail page will open. There you can start the project once you have checked it. If a project participant performs a corresponding action, a conversion for the corresponding page will be counted.
Engagement as a conversion target
Engagement means that the visitor interacted with the page either by clicking on a link on the page or by sending a form. Engagement is often counter to the bounce rate. The bounce rate refers to the share of visitors who only open one page and then leave the website. This happens, for example, when the page was found on Google but does not meet the expectations of the visitor.
If the engagement of your website is low (and the bounce rate high), then your chances of reaching your actual targets like sales or registrations will be low. For this reason, it can be worth it to optimise engagement and to do so by using this shortcut to improve the meeting of actual targets.
Calling a target page as a conversion target
You can easily track different targets by defining as a target the opening of a specific page by the visitor. This way, purchase or registration processes almost always have a confirmation page where the completed action can be determined.
To define a page like this as a test’s conversion target, select Target page view as the conversion target. In the dialog, an additional input field will be shown into which you must enter the URL of the target page. You can use the * character as a placeholder.
View of a target link as conversion target
If a visitor to the website clicks on the link whose URL you have entered here, this will be counted as a conversion. You can use this, for example, to track how linking to an action page is accepted by the visitors. You can use the ‘*’ character as a placeholder.
If you cannot track a visitor action with the above-mentioned options, then you will need to use a Self-defined target. This can be necessary, for example, in the following cases:
If you would like to track a link to the basket, you would proceed as follows (for example):
<a href="basket.php" onMouseDown="_bt.trackCustomGoal('BasketLink');">To basket</a>
Conversion targets in the ordering process
In eCommerce, it can be helpful to define interim targets in the ordering process. In a test of etracker Optimiser, you can track the targets Product seen, Product in basket and Order as conversions. ‘Orders’ will be tracked by etracker parameters and the eCommerce API, while ‘Product seen’ and ‘Product in basket’ will only be tracked by the eCommerce API.
Reaction to smart messaging
When a visitor clicks on a button or link in the smart message which is predefined as a Call-to-action, this reaction will be counted as a conversion.
As long as you don’t start the project, no variants will be sent out. As such, you can check the project in peace and then activate it.
Once the project is created, etracker Optimiser will show the Project detail page. Here, you can see the progression of the conversion rate over time in a graphic, which you have chosen in the Display column. The conversion rate of the original page will only be shown for tests and is highlighted in black. In addition, the project detail page shows the individual values for each page of the selected project in a table:
Proceed as follows to check/activate the project:
After activation, check that the participants and conversions are being counted:
To edit an existing project, do the following:
To delete a project in the Project overview table, click on the Select link in the line with the project name and click on Delete project.
To pause a project, select etracker Optimiser > Testing & Targeting > Project overview & creation and click on the REC icon in the line with the project name.
Once you have documented all hypotheses and their associated tests, supplement them with the current project result and record if your hypothesis or hypotheses could be confirmed or disproved. The more insight into the behaviour of your visitors and customers you have, the better you’ll be able to predict their behaviour and optimise your website. Even negative project results provide findings which can later lead to improvements.
The report under Smart messages & tests > Visitor behaviour now has special importance. You should view it before setting up a project in order to define the target course. Here, for example, you can see which pages require optimisation, which visitor groups have high bounce rates and how certain visitors behave during the purchase process.
The reports under etracker Optimiser > Testing & Targeting > Smart message analysis show you which smart messages are successful. In the Traffic sources report, you can check from where visitors to the individual variants are coming so as to evaluate whether or not the random sampling could have influenced the result. The Visitor profile report reveals further information about the visitors. In both reports, you can check the variants respective to sales. The sales in the reports are always visible, even if you have selected “Engagement”, for example, as the conversion target. This way, you can always keep an eye on whether or not sales have also developed positively.
In the same way, the reports under etracker Optimiser > Testing & Targeting > Test analysis show you which tests are successful.
|Triggers||Visitor behaviour which triggers a smart message.||‘Exit intent’ (the visitor wants to leave the website)
‘Always on’ (the smart message is always triggered regardless of the visitor's behaviour)
|Frequency of visits||Category for the number of previous visits of an individual visitor.||‘Low’ (two visits)
'High' (5 or more visits)
|Average order value||Amount of average order values in €.||‘0-10’
‘More than 4000’
|Device type||Type of device which accessed the website.||'Mobile Phone'|
|Origin||Origin domain if there is a referrer.||‘www.etracker.com’
‘Google’ (or other search engine)
|Campaign||Campaign name which serves to differentiate between different campaign actions and is necessary in order to compare different campaigns.||‘Summer2014’
If you do not transfer any individual parameters, then the standard value here will be ‘organic’.
|Purchaser type||Categorisation according to the ABC analysis.||‘No purchase’
‘Just one purchase’
‘A’ (very important customer)
|Keyword||Entered search term or phrase in search engine marketing.||‘Holiday home Istria’|
|Customer||Categorisation by customer and non-customer.||‘Yes’
|Medium||Type/Channel of a contact.||'SEO', 'SEA', 'Social Media', 'E-Mail', 'Display', 'Affiliate'|
|Newsletter subscriber||Categorisation by subscriber and non-subscriber to a newsletter.||‘Yes’
|Project name||Name you gave when creating the project.||‘Test Istria’
‘SM Istria Promotion’
|Segment||Name of the segmentation rule according to which the smart message or test was sent out. Was given when creating the project.||‘Order value rule’|
|Variant||Name you gave the page variant when creating the project.||With the variant, you can, for example, determine which version of a page increases the conversion rate most effectively (e.g. ‘A’ and ‘B’).|
|Repeat visitor||Categorisation by Return visitors and First-time visitors.||‘Yes’
|Time of the last order||Category for time intervals between orders.||‘No order’
‘More than 12 months’
|Time since last visit||Category for time intervals between visits.||‘Less than 1 day’
‘More than 30 days’
The etracker Optimiser Reports consist of the following key figures:
|Visitors||Number of visitors.|
|Purchasers||Number of visitors who ordered something.|
|Bounce Rate||Share of visitors who leave compared to all visitors on the viewed entry pages.|
|Clicks||Number of all clicks. A click describes the contact of a visitor with the website. A contact here can be both a click on a link and a type-in.|
|Conversion buyer/visitor||Conversion rate: visitor to buyer. Share of visitors who ordered something|
|Konversion Besteller/Klicks||Conversion rate: clicks to buyer. Number of clicks which led to orders.|
|Conversion clicks/views||Conversion rate: Views to clicks. Number of clicks when smart messages were sent out.|
|PI||Number of page views.|
|Views||Number of smart message sent out.|
Using etracker Optimiser > Testing & Targeting > Project overview & creation > Project details each page can be shown in the graphic. To do so, simply click the corresponding checkbox. The original page will always be shown and is highlighted in black.
Under etracker Optimiser > Testing & Targeting > Project overview & creation > Project details click on the preview icon in front of the page name in order to view the preview of a page