OPTIMIZING BRAND WEBSITES

WITH THE
FRONT END OPTIMIZATION WHEEL
Agenda

Front-End Optimization Wheel

SessionCam

Usabilla

Google Optimize

SimilarWeb
 eBusiness Front-End Optimization Wheel

3
 eBusiness Front-End Optimization Approach

1 2 3 4 5 6
Combining tools to get different insights

3
1
WHAT did he think
WHAT changes
WHO is the visitor? WHY does he leave of the website?
should I make to
WHERE is he HOW is he browsing? WHY did he
improve the user
coming from? /didn’t he like the
experience?
experience?
2 4
Let’s start with a video
Today’s Focus:
User Experience Survey/Feedback A/B Testing Benchmarking
 OPTIMIZATION
USING UX Analytics
 eBusiness Front-end Optimization Wheel

Google Analytics 360

(Integrated with A/B, Survey & UX tools)
Website New events tagged
Analytics

Benchmarking Usabilla
• NPS
Tool Survey
Benchmarking
Tool

Front-End
Share lessons and Measure Optimization Session Cam
(Global dashboard to follow main • Heatmap
KPIs) Continuous User • Session Replay
improvement Experience

Google Optimize
to test hypothesis on
A/B mobile & desktop
Testing
What is UX?

User Experience (UX) is the

process of designing a website or
app that is useful, easy-to-use
and delightful to interact with

UX is also the process of

analyzing how consumers
interact with our products, from
awareness and consideration to
conversion and retention
Why is UX important?

UX Benefits
• Better understand the consumer
• Reduce user frustrations
• Detect Technical bugs and
usability issues
• Fine-tune brand strategy
• Recover potential revenue at risk

The ASK: a tool to find out why consumers are not converting on the
websites, identify revenue at risk and how to fix it
Quick introduction to SessionCam

SessionCam is Nestle’s global UX tool

Enterprise license
(License funded by GLOBE allocation)
Cloud Compliant
Activation + 1 Full Insights Report:
• Brand Website €4,000
• eCommerce €7,000
Let’s start with a video
Quick introduction to SessionCam

5 MAIN FEATURES
• Heatmap

• Session replay

• Consumer struggle score

• Conversion funnel

• Form analytics
SessionCam: Heat Map

Quickly visualize what

your users see. Understand
where they click and scroll,
and areas where they don’t.

The tool lets you see the

% of visitors who are scrolling
‘past the fold’, and changes
to positioning of keys items
that may increase
conversion.
SessionCam: Session Replay

Watching real users

interact with your
website
gives you the insight
you need to make
significant
improvements.
SessionCam: Consumer Struggle Score

Automatically pinpoint
the pages on your site
that need optimizing,
saving you time and
resource in finding
issues.
SessionCam: Conversion Funnel

Analyze the most

important paths
through your site
and remove any
usability issues.
SessionCam: Form Analytics

See which form fields

cause users difficulty
so you can quickly
improve conversions.
SessionCam: Insights report

SessionCam UX reports provide Key Insights and recommendations based

on real recording sessions DATA

2 main outcomes:
SessionCam UX consultants 3 types of friction
will conduct a review on: identified:

• Homepage Errors
• Listing’s pages Suggestions for each
identified friction
• Category pages Struggle
• Product details
• Checkout/Cart Behavior
• My Account Profile
Relevant revenue at risk

7 days to complete a full site review and error report

Example of Insights report

Friction
Overview Improvement Recommendation Struggle Impact %
type

XXXXX customers on the page encountered the Avoid framing this message as an error on the page. Using an 29.3%
‘Para validar…’ message informing them that ‘to icon which fills as capsules are added will allow customers to
validate your cart, you order must include at see at a glance how many more capsules they need to select.
least 50 capsules or a multiple of 50 capsules’.

Minimum Purchase
Requirement Error.
29.3%
Impacted
Example of Insights report

Friction
Overview Improvement Recommendation Struggle Impact %
type

Choose machine. Machine is out of stock but Provide visitors with stock level information on the choose 40.78%*
visitors are not informed of this on product machine page. This would prevent visitors from selecting a
page. machine only to discover that it is out of stock.

Out of stock error

not early enough
in conversion
funnel.
40,8%
Impacted
 Example of Insight Activation
Before: After:
Mobile
Clickable Area

Ramadan Campaign
Background:
Click-through dropped off on mobile

Insight:
Buttons were too small for the mobile users

Action:
Improved page, making whole pictures
clickable
SessionCam Pricing and Support

4-5 weeks to go live

One time fee

Activation + 1 Full Insights Report:

• Brand Website €4,000
• eCommerce €7,000

SessionCam Support Service is included

MSE Support before/during/after deployment

License fee covered by MSE
Cloud compliance is completed by MSE

NOTE: SessionCam recommends website has traffic volume of 1,000 visits/month for measurable,
statistically significant results.
Optimization Using
Survey Tool

Collect feedback from

consumers
 eBusiness Front-end Optimization Wheel

Google Analytics 360

(Integrated with A/B, Survey & UX tools)
Website New events tagged
Analytics

Benchmarking Usabilla
• NPS
Tool Survey
Benchmarking
Tool

Front-End
Share lessons and Measure Optimization Session Cam
(Global dashboard to follow main • Heatmap
KPIs) Continuous User • Session Replay
improvement Experience

Google Optimize
to test hypothesis on
A/B mobile & desktop
Testing
Survey Tool - Usabilla

A tool to create a survey and collect qualitative data at a large scale

• Collecting, analyzing customer feedback on

websites
• Assessing customer experiences, perceptions
and expectations
• Collecting Net Promoter Score to discover the
strength of your brand
Usabilla Product Suite 100%
Personalised
design

Websites Apps Email

Not
included Not
in global included
license in global
license

Time
Let’s start with a video
Usabilla Types of Feedback

1. Passive Feedback 2. Active Feedback 3. In-Page Feedback

Users can give feedback Specific target groups InPage Widget directly
at the touch of a button. can be triggered at a integrated in your website
And you get a detailed specific time, at specific with your personalised
feedback item with a behaviour actively brand
screenshot

Time
Integration with other Tools
Getting Started With Usabilla

1. CREATE 2. TARGET 3. LAUNCH 4. RESULT

Example: for high bounce rate

USE EXIT SURVEYS : deployed after a user motions to exit

WHAT TO SAY We are sorry to see you go! Why are you leaving
our page so suddenly

WHAT IT LOOKS LIKE Full page survey: as the user is ready to exist it is
fine

VALUE Insights into why the users are going away,

ideas to improve key features that might make
them stay
Example: to drive referral

USE Drive referrals by identifying satisfied consumers

WHAT TO SAY How likely are you recommend ____ to a friend or

colleague?... Thank you! Please spread the word.

WHAT IT LOOKS LIKE Fullscreen Survey at the end of booking funnel

VALUE Referrals on social media and engagement

with most satisfied consumers.
Example: Improving Cross-Selling

Push on Pages
Leave Feedback
button

RESULTS

SALES of biscuits X 2.
“The Sichuan Pepper Biscuits was pushed through
a popup appearing on Tribute to Palermo Limited
Edition detail page. The cross-selling is working very
well: we almost doubled the average quantity of
Biscuits usually sold on the e-commerce channel.”
Usabilla Pricing and Support

4 weeks to go live
One time fee

Mandatory Activation and Training : €2,000

Brand customization: €250

MSE Support before/during/after

deployment
License fee covered by MSE
Cloud compliance is completed by MSE
HOW A/B TESTING
HELPS WITH
OPTIMIZATION
 eBusiness Front-end Optimization Wheel

Google Analytics 360

(Integrated with A/B, Survey & UX tools)
Website New events tagged
Analytics

Benchmarking Usabilla
• NPS
Tool Survey
Benchmarking
Tool

Front-End
Share lessons and Measure Optimization Session Cam
(Global dashboard to follow main • Heatmap
KPIs) Continuous User • Session Replay
improvement Experience

Google Optimize
to test hypothesis on
A/B mobile & desktop
Testing
What is A/B testing?

• A/B testing (sometimes called split testing) is comparing two versions of a web page
to see which one performs better.
• The one that gives a better conversion rate, wins!
What can I achieve with A/B testing?

A/B Testing is all about CONVERSION

1. 2. 3.
Increase Improve Increase
Customer Conversions Revenue
Satisfaction
Quick introduction to

FREE Activation

Google Optimize is Nestle’s global A/B Testing tool

Enterprise license
(License funded by GLOBE allocation)

Cloud Compliant
Google Optimize 360 – NEW global supplier of
A/B Testing tool

Test Anything…
Test all possible combinations of your
site, including dynamic content, with
sophisticated multivariate and
multipage campaigns.

On Any Site…
Web, responsive, mobile pages…
Optimize can perform tests in all
types of websites

In the Easiest Way Possible

Complex testing scenarios can be
created through a single visual editor
with no IT involvement.
Let’s start with a video

VIDEO
Test anything!

•Multiple scenarios including

marketing elements and 4Ps

•Across all channels: desktop,

mobile and emails
What can I test with A/B?

Basic tests: Advanced tests:

• Headlines Paragraph text • Pricing structures
• Call to action text • Sales promotions
• Call to action Button • Free samples
• Links • Navigation
• Images • Segmentation
• Video • Behavioral targeting
• Social proof • Retargeting
• Content near the fold • Free or paid delivery
• Testimonials • Content by device
• Advanced Forms

Choose elements that you expect will have an

impact on the user behavior to reach the goal of the page.
Improving conversion with CTA

Idea
Homepage message & CTA text

Hypothesis
By having a shorter message
and more direct CTA, can we
improve conversion?

Result
Successful uplift 58% conversion
With + 51.9% add to cart
And + 84% revenue per session
Reducing bounce rate through additional news bar

Idea
News bar in the Homepage

Hypothesis
By adding content to the
homepage, can we reduce
bounce rate and increase
engagement in the brand?

Result
- 6.9% Bounce Rate
+ >100% News PageViews
(custom event)
Increasing Registration Completion
Idea Hypothesis Result
Change the content of registration benefit to
catch consumer’s intention
Current benefit content is not enough
to attract user
+ 94% Complete
registration

Version A: Version B: Version C:

Control Version Shorter Text Longer Text
Who can use A/B testing?

A/B Testing is not for everyone

Prerequisites to deploy Optimize 360 you must have:

• Google Analytics Universal
• GA360 enabled in Nestlé's Analytics 360 Suite Organization (so you are using Premium GA).
• Nestle email GA account with Edit (or higher) permissions to the Analytics property you want to link.
• Chrome web browser
• Optimize Chrome extension (you can request these through 1E Shopping)
• Have access / knowledge how to add the optimize code in the site
Google Optimize Pricing and Support

6 weeks to go live
Free Activation

Additional Training Services If Needed:

MSE Support before/during/after deployment

License fee covered by MSE
Cloud compliance is completed by MSE
 BENCHMARKING
AGAINST COMPETITORS
TO DRIVE CONTINUOUS IMPROVEMENT
 eBusiness Front-end Optimization Wheel

Google Analytics 360

(Integrated with A/B, Survey & UX tools)
Website New events tagged
Analytics

Benchmarking Usabilla
• NPS
Tool Survey
Benchmarking
Tool

Front-End
Share lessons and Measure Optimization Session Cam
(Global dashboard to follow main • Heatmap
KPIs) Continuous User • Session Replay
improvement Experience

Google Optimize
to test hypothesis on
A/B mobile & desktop
Testing
 Why you should benchmark

Knowing your position and growth in the context of the market and competition is
essential for identifying new opportunities and winning your market.

Know your position within the industry and geography

Uncover growth opportunities across marketing channels

Get data on identified competitors

Uncover new competitors

 Our global contract with

• Unlimited access to SimilarWeb PRO platform

• Website and App modules
• 37 months of historical data
• 59 countries covered, Worldwide filter
• Across devices (desktop, mobile web and mobile app)*
• Unlimited Results

* Mobile web and app subject to countries

How Nestle teams can
use SimilarWeb PRO
Competitive Snapshot – NestleBaby.ru

Metrics Available:
• Traffic (mobile & desktop)

• Engagement

• Marketing Channel Source

• Top Keywords (organic, paid,

branded, and non-branded)

• Audience Demographics and

Interests

• Top Site Content

• Top Competitors
Use Case: Petfinder.com

Non-Branded Keyword Traffic

+355K
Organic Traffic
 Annual Activation fee:
SimilarWeb • $10,000/year for 2 users

Pricing & Support •

•
$15,000/year for 3 Users
$20,000/year for 4 Users
• $25,000/year for 5 Users

Additional
Rate
Services

5.000 USD per user/year,

Additional user in minimum batches of 2 users

10k monthly API hits: 1.950 USD/year

25k monthly API hits: 3.900 USD/year
API Hits
50k monthly API hits: 6.500 USD/year
100k monthly API hits: 9.750 USD/year
IN SUMMARY
 eBusiness Front-end Optimization Wheel

Google Analytics 360 FREE

(Integrated with A/B, Survey & UX tools)
Website New events tagged
Analytics

Benchmarking Usabilla
Tool • NPS 2000€
$10000 Benchmarking Survey
Tool

Front-End
Share lessons and Measure Optimization Session Cam
(Global dashboard to follow main • Heatmap
KPIs) Continuous User • Session Replay
improvement Experience
4000-7000€
Incl. Insights Report

Google Optimize
to test hypothesis on FREE
A/B mobile & desktop
Testing
Next Steps:

Identify which Contact your SIM to fill Start your optimizing

opportunities tools will out a discovery card journey
best deliver eBusiness
optimization for your
business
Global Optimization Support

Marketplace Workplace

eBusiness: Content & Owned Assets

#websites
#optimization
QUESTIONS?
 Coming Soon…

1. Fixing the basics

Nestlé Approach to Brand Websites

HOW TO GET STARTED Launch date: May 2019
Topic of June Webinar

6
5
Upcoming Global Brand Website Webinars:

New Global Brand Websites approach and playbook; Masterization

June
How you benefit from a global template? (example Nescafé, CPW, etc.)

July Websites BPI global launch

August PDP/PLP best practices

Website KPIs
September
What to track and how to improve? Load Speed KPIs, SimilarWeb Dashboard, Website BPI Updates

Features and LightNest

October
What is available and how you / your agency can use them?

November NGBS service line on Websites

December Success Cases – Showcase migrations and improved KPIs after migration / Share experiences
THANK YOU