The average ecommerce website runs around 30 different types of onsite technology. These technologies can help you extend the core functionality of your CMS and could be anything from product recommendation widgets to social merchandizing tools. With so many single point solutions, it can be hard to determine which ones are actually delivering to your bottom line.
Simon Pritchard, Group Digital Director for Arcadia claims that he ”insists that every third party technology is tested” while Jonathan Wall, Group Ecommerce Director of Shop Direct has found it an important way of optimizing online.
A lot of A/B testing centres around the user interface. But your testing strategy needs to incorporate 3rd party technologies too.
Introducing Vendor Testing
That’s why we have developed the first tag manager that incorporates the ability to easily deploy A/B tests of the technology deployed via Opentag. Opentag, our tag manager, now enables testing tags and can be tested in our Deliver platform.
All you have to do is select the tag of which performance you’d like to test, click “enable A/B test via Deliver”, Deliver will create a testing template for you, and then you’re off!
At this point, you can begin to evaluate and manage the test in Deliver.
To learn more, check out our FAQs page.
Summary of the benefits:
Transparency on investments: Vendor Testing allows marketers to understand exactly what value each technology deployed on their website is delivering.
Speed of deployment: Any configured tag deployed on your site can now be A/B tested directly in Deliver making this process very efficient.
Third party technology optimization: Once you understand the revenue and/ or conversion uplift you are getting from your third party technology, based on page position and specific visitor segmentation, you can look to optimize it on your website.
Want to know more about having an effective third party technology optimization strategy? Check out our latest ebook, Making your technology investments hit the bottom line. Or check out our latest case study to see how Monsoon used Vendor Testing to A/B test their third party technologies.