Leveraging Analytics To Improve Your Marketing Efforts:

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When it comes to marketing…we should assume nothing, and test everything. There are hundreds of variables affecting your website and campaign performance. How do you know which elements are working and which ones are holding you back? You test.

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Leveraging Analytics To Improve Your Marketing Efforts:

  1. 1. Leveraging Analytics To Improve Your Marketing Efforts:How Testing Will Help
  2. 2. Agenda• Introduction• Optimization Methodology• Why Test?• Testing Process• Case Study: Shopping Cart Optimization• Ideas & Inspiration: PPC Ads, Product Pages, Home Page, Email Subject Line, Call to Action Button• Website Testing Best-Practices
  3. 3. INTRODUCTION
  4. 4. Introduction• About BusinessOnLine: • Services: The key to giving your customers a better • Search Engine Optimization web experience? It starts by understanding (PPC, SEO, International SEO) how they experience the web. • User-Experience This is what we focus on at BusinessOnline. • Social Media Creating stronger connections between the • Web Design & Development online elements and your customers, so • Analytics everything works better together, and you get the results you want. We’re the interactive company that makes sure everything is interacting the way it should.
  5. 5. OPTIMIZATION METHODOLOGY
  6. 6. Optimization Ecosystem Testing Personalization Voice of Web Analytics Customer
  7. 7. Persuasion Funnel• Nonlinear and multichannel nature of customer’s actual experience – and all the touchpoints Conversion Funnel Persuasion “Funnel” Home page Department Department Category Product Cart
  8. 8. WHY TEST?
  9. 9. Why Test? “We cant solve problems by using the same kind of thinking we used when we created them.” - Albert EinsteinIt’s not about “What,” but “Why”
  10. 10. How Do You Decide On Site Design “We should add these 10 bullets and this 2x2 matrix to the page” “We should remove all those bullets and table and just leave the flash movie.”
  11. 11. TESTING PROCESS
  12. 12. A/B Testing
  13. 13. Multivariate Testing
  14. 14. A/B testing vs. Multivariate• Requires less traffic • Requires more traffic• Tests fewer variations • Can test more• Apples and oranges combinations tests • Variations of fixed• Dependent elements elements okay • Need independent• Easy to visualize test elements• No risk of bad • Harder to visualize tests combinations • Risks of bad combinations
  15. 15. How Do You Test?Randomly select users to be in test, compare the outcomesfor each alternative, and act. Control (Version A) $ 50/50 Randomized Split Winner Treatment (Version B) $ Improve Conversion
  16. 16. Google Website OptimizerBenefits Features• Free Experimentation Tool • A/B split testing• Easy to use • Multivariate testing• Does not impact SEO • Follow up testing• Backed by Google • Works with all traffic• Increases in conversion • Statistical analysis >25% not uncommon • Platform independent• Discussions groups, tutorials, consultant network
  17. 17. It’s a Process Test Identification and prioritization Experimental testExecute and design, wire launch framing and analytics planning
  18. 18. CASE STUDY: SHOPPING CARTOPTIMIZATION
  19. 19. Experiment - BackgroundBackground: An E-commerce was experiencing a high shopping cart abandonment rate on a regular basis.Goal: To increase total number of submitted orders and reduce user frustration throughout the checkout process.Primary Business Question: Which checkout path will have the highest conversion rate?Approach: Conduct A/B split testing with reduced amount of steps in the sales funnel process.
  20. 20. Test Design Checkout Path Landing Page Landing page Control Checkout Path (A) (A)Traffic Landing page Control Checkout Path (B) (B) For this test, we have chosen to affect the funnel checkout process while the landing page itself remained unchanged
  21. 21. Control Checkout Process
  22. 22. Alternate Checkout ProcessCheckout Billing, Shipping, Order ReviewLanding Page Payment Information Confirmation We made the following changes to the original test: • Reduced the number of pages prior to the order confirm page • Eliminated the number of unnecessary fields the user had to fill out to complete the checkout funnel
  23. 23. Experiment Results Conversion Rate % Lift Control 3% Treatment Treatement 3.30% 10%By Reducing the number of pages prior to the order confirm page and byeliminating the number of unnecessary fields the user had to fill out to completethe checkout funnel, we were able to increase conversion by 10%
  24. 24. IDEAS & INSPIRATION
  25. 25. Examples- PPC Ads The first ad does a better job ofExample A using specific details and quantitative statement that more clearly communicate the value of their offers. The Second ad is weakly communicating the value of their offers. They use vague language to describe their services andExample B unsupported qualitative statements.
  26. 26. Examples – Product Page The visitor’s eye path is being directed to the image which doesn’t add any value Bonus Offer and extensive navigation are competing for attention The product options are not clearly available for selection No Help options are available
  27. 27. Examples – Product Page The visitor’s eye path is being directed by the images and the layout of the pages No additional ads and navigation are competing for attention The product options are clearly available Help options are available
  28. 28. Example – Home Page www.adorama.com • 146 clickable items on this page • Price range : $24.95 to $799.95 • Bright graphical banner ads across the top and right side of the page • Rotating banner ads
  29. 29. Homepage Awareness www.bhphotovideo.com • Helps users to find something easily • Emphasizes category as opposed to individual products
  30. 30. Example – Call to Action Button
  31. 31. WEBSITE TESTING BEST PRACTICES
  32. 32. • Define a process and establish a testing team• Start from the bottom of the funnel• Lay out a clear testing strategy and calendar Test Identification and prioritization Experimental test Execute and design, wire launch framing and analytics planning
  33. 33. • Define “Success” and “Failure”• Don’t rush – wait for statistical significance Test Identification and prioritization Experimental test Execute and design, wire launch framing and analytics planning
  34. 34. • Conduct head-to-head test• Utilize audience segmentation• Repeat the process frequently Test Identification and prioritization Experimental test Execute and design, wire launch framing and analytics planning
  35. 35. Thank You!Contact: Zineb Harvey: Zineb.Harvey@BusinessOL.comAdditional BusinessOnLine Resources:Socialize With Us: http://businessol.com.php5- 5.dfw1-1.websitetestlink.com/socializeView Webinars On-Demand:http://www.businessol.com/resources/webinars- on-demand

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