Как эксперименты с контентом сайта помогают повысить эффективность маркетинга © Peter Ernst

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Презентация Peter Ernst, Associate Director of Optimisation, Possible, для мастер-класса на Digital Marketing Conference 2012

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Как эксперименты с контентом сайта помогают повысить эффективность маркетинга © Peter Ernst

  1. 1. TEST AND LEARNHow experimenting with contentimproves the user experience anddrives business valueOCTOBER 2012
  2. 2. MARKETINGSCIENCESANALYTICS MONETIZATION OPTIMIZATION
  3. 3. METHODOLOGYOUR METHODOLOGY ISDESIGNED TO ANSWER QUESTIONSRATHER THAN BUILD REPORTSWhere should I invest my marketing dollars?How does my digital media relate to offline purchase?What is the value of my customers?How can I increase conversion?Who should I target?Who are my most valuable customers?What is the impact of my social media strategy?
  4. 4. ANALYTICS Goals and KPI definition Technical and organizational support for measurement Holistic view of what is working and what is not Create and use an ROI-driven system to get smarter
  5. 5. MONETIZATION ASSIGNING MONETARY VALUES TO DIFFERENT SITE BEHAVIORS TO UNDERSTAND AND QUANTIFY THE OVERALL VALUE OF THE WEB CHANNEL. BENEFITS 1. Measure total website value and track value over time 2. Understand how website actions relate to future profit 3. Evaluate return on marketing spend 4. Create a common language within the organization by using a common value for stakeholders to report on 5. Project prioritization
  6. 6. COMMON TRAITS OF OUR MOST SUCCESSFUL CLIENTS Digital Channel Goals are imperative Analyze performance based on overall business goals Understand data holistically, not in silos and not just digital Focus on opportunities and recommendations Monetize all key digital behaviors Prioritize opportunities Measure & quantify relationships between brands and people Take action with an optimization program Avoid average experiences
  7. 7. OPTIMIZATIONop ti mize [op-tuh-mahyz]Verb1. To make as effective, or useful as possible.Website Optimization delivers relevancy to customers,ROI to clientsImprove site performance (business objectives) Bounce Engage more users Rate Increase sales and profits KPIs Improve lead generation and opt-insValidate assumptionsDiscover what content resonates with target audience(s)
  8. 8. Right Right Right Optimisation Message Audience TimeCopy First time visitors Evening PerformanceImagery Return visitors Weekend improvementCall-to-Action Paid Search traffic End of Month
  9. 9. TESTING DIFFERENT DESIGN AND CONTENT VERSIONS TO DETERMINE WHICH ISMOST EFFECTIVE c o n EXISTING v CONTENT e B r s i A o n s ALTERNATE Days CONTENTVisitors randomly split Each group is shown Results are analyzed &into groups a unique version winner determined
  10. 10. TECHNIQUES A/B/n Testing Single element testing Audience size Multivariate Testing (MVT) Multiple element testingComplexity Behavioral Targeting Serve content by visitor segment Predictive Modeling People who did this are likely to do that Personalization Serve content unique to visitor Optimise messaging across Multi Channel fixed web, mobile, tablet, call centre, etc
  11. 11. EVOLUTIONARY PROCESS A/B/n and Multivariate Testing Guessing, Behavioral Segmentation, Before and Targeting Personalization, After Testing etc. Multi-Channel
  12. 12. ONE SIZE DOES NOT FIT ALLTHE PERFORMANCE OF THE GENERAL POPULATIONLIKELY DOES NOT REPRESENT THE BEHAVIOUROF KEY ONLINE BUSINESS SEGMENTS Making single answer decisions based on one bucket of visitors may miss opportunities for large incremental benefits Optimising content for key segments transforms a good website to a great online experience
  13. 13. WE BELIEVESUCCESS COMES FROM UNDERSTANDINGAND MEETING THE NEEDS OF THE AUDIENCE We use data to understand customer journeys, motivations, and what messages are working and what are not We translate this data into insights to create personalised and targeted conversations across touch points We can demonstrate how establishing a culture of measurement and testing has a revolutionary impact on marketing strategies and performance
  14. 14. Environment VariablesSite Behavior Variables Referrer Variables Temporal Variables Offline Variables
  15. 15. Environment Variables IP address + Country of origin + Time zone + Device type + Operating system + Browser type + Screen resolution +
  16. 16. Site Behavior Variables Customer / Prospect + New/return visitor + Previous visit patterns + Previous Product interests + Searches + Previous online purchases + Previous Campaign exposure +Previous Campaign responses +
  17. 17. TemporalVariables Time of day + Day of week + Recency + Frequency +
  18. 18. ANSWERING BUSINESS QUESTIONS THROUGH TESTING Enhance visitor HOW DOES HOMEPAGE CONTENT IMPACT BOUNCE RATE ANDengagement and SITE ENGAGEMENT? traffic flow Improve WHAT PAGE CONTENT ENGAGES VISITORS BEST? messaging Increase Form HOW MANY MORE LEADS COULD WE GENERATE WITH SIMPLER Completion FORMS?Provide relevant / HOW CAN WE REDUCE BOUNCE AND INCREASE VALUE OF PAID TRAFFIC? personalized messages HOW CAN WE BETTER ENGAGE VISITORS FROM SOCIAL NETWORKS?Drive purchasing WHEN AND WHERE SHOULD CROSS-SELLS BE INTRODUCED? TO WHOM AND WHEN SHOULD DISCOUNTS AND INCENTIVES BE OFFERED?
  19. 19. WEBOPTIMIZATIONMETHODOLOGY
  20. 20. FOUNDATION Deepen engagement Boost conversions TEST Increase value of media spend RESULTS Teaches what resonates/performs best with target audience TEST DESIGN AND VARIANT CREATION IDENTIFY AND PRIORITIZE TESTING OPPORTUNITIES ESTABLISH SITE GOALS AND SUCCESS METRICS (KEY PERFORMANCE INDICATORS)
  21. 21. WEB OPTIMISATION PROCESS1. ASSESSMENT Define Objectives Primary goals of site Goals of individual sections of site2. TEST STRATEGY 1 2 Develop hypothesis Define Success metrics Determine test methodology Assessment Test Strategy Create metrics plan Calculate test duration RESULTS3. EXECUTION Create alternates Tool set-up Analysis Execution Launch tests 3 44. RESULTS ANALYSIS Analyze performance by variant Analyze performance by segment Recommendations/Next steps Plan follow up tests
  22. 22. TESTINGAND TARGETINGCASE STUDIES
  23. 23. A/B TEST EXAMPLE: DELL iNSPIRON NOTEBOOK LANDING PAGE ControlOBJECTIVEIncrease click thru rateACTION TAKEN Removed GOOD, BETTER, BEST design elements Reduced copy to call out only 3 features Changed background from blue to whiteRESULTS Winner 25% CTR lift 61% increase in revenue
  24. 24. A/B TEST EXAMPLE: SIMPLIFIED TEST DRIVE FORMControl Existing Page Alternate 3 1 Reformatted fields to make form appear 2 shorter/consider shading Reduced the prominence of the reset button Added relevant image Results: 129% form completion increase
  25. 25. A/B TEST EXAMPLE: FORD OF RUSSIA HOMEPAGE ROTATIONOBJECTIVE: Increase engagement and buying activitiesControl Winner RESULTS: 8% reduction in bounce rate 13% increase in buying activities
  26. 26. TEST EXAMPLE: NOKIA ACCESSORIES CROSS SELLOBJECTIVE: Improve merchandising of accessories to increase conversion rate and RPV Product Page Cart PageRESULTS: Removal of Accessories on Brand product pages delivered 60% lift in RPV Adding Accessories to Cart page increased purchase conversion rate by 5%
  27. 27. MULTIVARIATE TEST EXAMPLE: HELIO OFFER PAGEControl OBJECTIVE Reduce landing page 11 abandon rate 3 2 ACTION TAKEN 4 Redesigned call to action to better inform customers 480 total variants RESULTSWinner 57% higher CTR 130% sales conversion rate increase
  28. 28. RIGHT PANEL OPTIONSA (Control) D (Name/Prices on phones)B (Big Sexy Image) E (Fa-La-La-La-La!)C (Lead with Offer)
  29. 29. RIGHT PANEL OPTIONSA (Control) B (More text + price) C (more text, no price)D (no right image or button)
  30. 30. BUTTON OPTIONSLEFT PANEL RIGHT PANEL A (Control) A (Control) B (Choose Device) B (Red Button) C (Green Choose Device) C (Learn More) D (Bold Choose Device) D (No Right Button) E (Green Buy Now) F (Bold Buy Now)
  31. 31. TARGETING EXAMPLE: DELL SMB RETARGETING ControlOBJECTIVE:Increase purchase conversion rate and RPVACTION TAKENTargeted visitors who previously self-identifiedthemselves as laptop shoppers with laptop contentAREAS TESTED: Content & layout in center of page Products promoted A/B/n test (9 variants)RESULTS: 24% lift in revenue per visit Winner 19% lift in purchase conversion rate Significant annual monetized lift
  32. 32. EMAIL OPTIMISATION: YAHOO GAMES OFFER TEST: Discount Games Popular Games Discounted games vs Popular games RESULTS: The popular games version significantly outperformed the discounted titles: 18% higher open rate 91% higher click through rate 107% more orders 300% higher revenue35
  33. 33. CONTENT CHANGES ARE JUST THE BEGINNING
  34. 34. THE QUESTION IS NOT CAN WE SERVE DIFFERENT CONTENTCopy? Layout? Offer? Imagery? CTA?New Visitors? Repeat Purchasers? Paid Search Traffic?
  35. 35. PROGRAM NOT PROJECT
  36. 36. WEBOPTIMIZATIONTEST VALUATION/PRIORITIZATION
  37. 37. WHAT WILL I GET IF I RUN THIS TEST?In order to prioritize we need an estimated impact of the test.
  38. 38. HOW TO CHOOSE?5%? 10%? 20%?What is the existing conversion rate?How epic is the scale of the test variables?How consistent is the lift relative to other tests?Would you spend the time on the test at 5%?Would you think 20% unrealistic?
  39. 39. WHAT WILL I GET IF I RUN THIS TEST?TWO GOALS:Show opportunityShow range Upside Summary Project Check out page redesign Goal Increase percent conversion rate on final page of purchase funnel Monthly Visits 45,000 Current Conversion 5.00% Project Cost $45,000 Monthly 12-Month Conversion Change in Total Units Incremental Incremental Incremental rate Coversion Sold Units Sold Profit Profit 12-Month ROI 5.00% 2,250 - - - 5.05% 0.05% 2,273 23 $2,813 $33,750 (0.25) 5.10% 0.10% 2,295 45 $5,625 $67,500 0.50 5.15% 0.15% 2,318 68 $8,438 $101,250 1.25 5.20% 0.20% 2,340 90 $11,250 $135,000 2.00 5.25% 0.25% 2,363 113 $14,063 $168,750 2.75 5.30% 0.30% 2,385 135 $16,875 $202,500 3.50 5.35% 0.35% 2,408 158 $19,688 $236,250 4.25 5.40% 0.40% 2,430 180 $22,500 $270,000 5.00 5.45% 0.45% 2,453 203 $25,313 $303,750 5.75 5.50% 0.50% 2,475 225 $28,125 $337,500 6.50 5.55% 0.55% 2,498 248 $30,937 $371,250 7.25 5.60% 0.60% 2,520 270 $33,750 $405,000 8.00 5.65% 0.65% 2,543 293 $36,562 $438,750 8.75 5.70% 0.70% 2,565 315 $39,375 $472,500 9.50 5.75% 0.75% 2,588 338 $42,188 $506,250 10.25 5.80% 0.80% 2,610 360 $45,000 $540,000 11.00 5.85% 0.85% 2,633 383 $47,813 $573,750 11.75 5.90% 0.90% 2,655 405 $50,625 $607,500 12.50 Expected Range of Values Expected Case
  40. 40. PLANNING & PRIORITIZATIONFollow the goalsFollow the revenue Test Plan/Roadmap
  41. 41. PLANNING & PRIORITIZATION In addition to ROI/lift Consider implementation risks: Ease of technical solution CONSIDER EXECUTE Time/production costs Measurability of resultsRETURN ON INVESTMENT (ROI) AVOID CONSIDER EASE OF IMPLEMENTATION
  42. 42. WEBOPTIMIZATIONTEST OR REDESIGN
  43. 43. Plan Test Analyze Plan Test AnalyzePlan Test Analyze Plan Test AnalyzePlan Test Analyze Plan Test AnalyzePlan Test Analyze Plan Test Analyze
  44. 44. OPTIMIZATION OR REDESIGN Fix Replace
  45. 45. OPTIMIZATION OR REDESIGNTHE THEORY OF THE LOCAL MAXIMUM:It is as effective as its ever going to be on its current structural foundation.Even if you make 100 tweaks you can only get so much improvement.
  46. 46. ASSUMING A REDESIGN FIRST IS EXPENSIVELOOK FOR STAGNANT OR DECLINING MEASUREMENT OVER TIME.USER RESEARCHRADICAL MODULAR OPTIMIZATION FAILS TO MOVE THE NEEDLE.CIRCUMSTANTIAL EVIDENCE FROM COMPETITORS.
  47. 47. WEBOPTIMIZATIONMOVING BEYOND A ONE-SIZE FITS ALL EXPERIENCEPROVIDES OPPORUNITIES FOR CREATIVE
  48. 48. ARE YOUR BEST IDEAS BEING DISCARDED?
  49. 49. 90% 10% EXISTING ALTERNATE CONTENT CONTENT
  50. 50. IS IT REALISTIC TO ANTICIPATE THE PREFERENCES OF HUNDREDSOF THOUSANDS OF INDIVIDUALS?
  51. 51. START BY ANALYZING RESULTS BY SEGMENT
  52. 52. BUILDING A CULTURE OF TESTING AND MEASUREMENT GOALS FIRST, TESTS SECOND FOSTER AN OBSESSION WITH OUTCOMES PREPARE TO BE SURPRISED WHEN YOUR CUSTOMERS CHOOSE THEIR FAVOURITES EXPERIMENTATION HAS A REVOLUTIONARY IMPACT ON MARKETING STRATEGIES SEGMENTED TESTS ARE SMARTER TESTS MAKE IT A PROGRAM, NOT A PROJECT DEMONSTRATE HOW INSIGHTS ARE BEING INCORPORATED THROUGHOUT
  53. 53. WEBOPTIMIZATIONOPEN QUESTION/DISCUSSIONS?
  54. 54. THANKYOUPETER ERNSTAssociate Director of OptimizationPossiblepeter.ernst@possible.com

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