Beyond the Test: How to Build a Winning 2013 Digital Optimization Plan
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Beyond the Test: How to Build a Winning 2013 Digital Optimization Plan

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The full presentation from ISITE Design's Beyond the Test digital optimization webinar.

The full presentation from ISITE Design's Beyond the Test digital optimization webinar.

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Beyond the Test: How to Build a Winning 2013 Digital Optimization Plan Presentation Transcript

  • 1. Beyond The Test Building a Winning 2013 Optimization Plan 12.11.2012 a webinar from ISITE Design www.isitedesign.comBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 2. #measure2013Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 3. OUR FLIGHT PLAN for the next 45 minutes • How testing is changing in 2013 • 5 key elements of a successful optimization plan • Real-life test examples • Live pop quizzesBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 4. THE BUTTON TEST ??????Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 5. THE BUTTON TESTBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 6. THE WINNER 282% form conversion increase 57% site-wide lead increaseBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 7. HOW TESTING IS CHANGING IN 2013Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 8. OPTIMIZATION FOR ALL The entry costs for tools have never been lower Source: http://www.chiefmartec.com/2011/08/marketing-technology-landscape-infographic.htmlBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 9. A WIDE RANGE OF PROCESSES Adobe® 2012 Digital Marketing Optimization Survey Results ReportBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 10. RIGHT SIZING THE INVESTMENT Marketers spend $92 to acquire traffic and $1 to optimize Adobe® 2012 Digital Marketing Optimization Survey Results ReportBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 11. RAISING THE BAR Make testing a strategic discipline in 2013Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 12. RAISING THE BAR Make testing a strategic discipline in 2013 FROM TO Ad hoc tests Strategic programsBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 13. RAISING THE BAR Make testing a strategic discipline in 2013 FROM TO Ad hoc tests Strategic programs Marketing ExperienceBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 14. RAISING THE BAR Make testing a strategic discipline in 2013 FROM TO Ad hoc tests Strategic programs Marketing Experience Lift LearningsBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 15. RAISING THE BAR Make testing a strategic discipline in 2013 FROM TO Ad hoc tests Strategic programs Marketing Experience Lift Learnings Analytics hero A culture of optimizationBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 16. FIVE KEY ELEMENTS TO A WINNING OPTIMIZATION PLANBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 17. WHY TEST? Because your competition is • Learn more about your customers • Deliver better experiences to your customers • Get better return on your digital investments • Build a culture of data-driven and user-focused design • Discover something totally new and unexpectedBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 18. 1. BUILDING A TEAMBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 19. STAFFING A TEAM Who you need • Project Manager– Own and Share the Program • Analyst – Data at the Center • Copywriter – Content is king • Creative / UX – Don’t Sacrifice Brand for Lift • Developer – There Will be Code • Executive Sponsor – Helps Build CultureBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 20. 2. DEFINE SUCCESSBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 21. UNDERSTANDING THE ECOSYSTEM From Measurement to Action Action Testing & Personalization Targeting Quantitative Qualitative CEM & Voice of Web Analytics Customer Measurement WebAnalyticsDemystified.com/researchBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 22. QUANTITATIVE KPIS Business Drivers • Revenue • Orders • Leads • Registrations Engagement • Video Views/Duration • Whitepaper Downloads • Social SharesBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 23. QUALITATIVE KPIS – Lead Quality Score – Customer Satisfaction – NetPromoter Score – Brand Sentiment/Loyalty – Usability TestsBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 24. 3. PRIORITIZE BY POTENTIALBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 25. PRIORITIZING THE IMPACT All hypotheses are not created equal Form Logic Form Layout Location of CTA Headline Copy Impact Navigation Logic/ Navigation Location Complexity Number of CTAs Button Copy Body Copy Content of Images Page Header Image Effort Balance of Text and Hero Shot Graphics Page Length Modal Box Design Number of Columns * Impact analysis provided by Marketing Sherpa 2011 Optimization Benchmark ReportBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 26. PRIORITIZE TESTABLE ELEMENTS Significant Impact by Element 60% 50% 50% 41% 40% 36% 30% 30% 20% 17% 18% 10% 0% Copy CTA Images Layout Navigation Form Marketing Sherpa 2011 LPO Benchmark ReportBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 27. PRIORITIZING SEGMENTS All visitors are not created equalBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 28. SEGMENTATION IN ACTION SolarWorld AmericasBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 29. 4. GET THE RIGHT TECHNOLOGYBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 30. TESTING TOOLS What really matters? • Confidence Statistics • Validity Testing • Segmentation (Ad-Hoc and Pre Set) • A/B and Multivariate • Integration with Web Analytics • IT/Development EffortsBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 31. WEB ANALYTICS For the record • Conversion Tracking • Segmentation • Custom Variables • Secondary Success Metrics • Traffic Sources and CampaignsBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 32. OTHER MARKETING TOOLS Testing doesn’t stop at the website • E-Mail Subject Lines • Social Content • PPC Text Content • Display Ad Designs • Site Speed Performance • MobileBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 33. 5. PUTTING THE PROCESSES IN PLACEBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 34. KINDERCARE Optimization Program KinderCare: VP of Marketing Director of Digital Marketing Acquisition Manager ISITE Design Project Manager Analytics & Testing Lead Digital Marketing Lead User Experience Team Development TeamBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 35. STRUCTURING THE TESTS No Plan – No Test • What is being tested? • Why is it being tested? • What is the hypothesis of the test? • What are the KPIs for the test? • What are the potential risks or impacts? • What resources and team members are required? • Who is requesting the test? • Are there critical time frames for results?Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 36. Set Goals Find Friction Document & Make a Test Share Plan Insights Analyze, and Test It! VerifyBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 37. sources Organic search Search PPC IYP & YP Display Other Email Ads campaign landing pages routing pages conversion pagesBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 38. SHOW AND TELL Detailed Reports: Each test is reported to the project team and test sponsor with a detailed account of the performance of each experience and the recommended action from the test. Summary and Big Insights: Each test series is reported to business line managers or to the larger organization to share the outcome of the tests and the key take-aways to be considered for future application. Knowledge Base: Each test plan, and outcome is stored in an internal blog, network share, or intranet where team members can search for past test to help make decisions for new designs.Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 39. REGULAR ACTIVITIES Make a Routine Daily: • Analysis • Test Design • QA Weekly: • Reporting • Recommendations • Team Meetings • Test Deployment Monthly: • Test Roadmap • Prioritization Quarterly: • Strategy • Goal Setting Yearly: • Goal Setting http://home.lausd.net/pics/misc/calendar_icon.pngBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 40. SEARCHER PERSONAS Segmenting & TargetingBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 41. ALWAYS BE TESTING Home Page Search Results 7 tests, 68% lift 11 tests, 57% lift PPC Landing Pages Center Details Page 21 tests, 200% lift 13 tests, 58% liftBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 42. 29% LIFT IN CONVERSION RATE YEAR OVER YEAR 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 2012 15% Goal 25% GoalBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 43. GETTING READY FOR DAY 2Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 44. OUR OPTIMIZATION PROGRAMBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 45. #measure2013Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  • 46. THANK YOU & QUESTIONS Jeff Cram ISITE Design 617-401-2295 jcram@isitedesign.com Ryan Summers Analytics & Testing Practice Lead rsummers@isitedesign.com More information Blogging on Optimization www.isitedesign.com www.getreadyforday2.comBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com