Beyond The Test                    Building a Winning 2013                       Optimization Plan                        ...
#measure2013Build a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
OUR FLIGHT PLAN   for the next 45 minutes       •   How testing is changing in 2013       •   5 key elements of a successf...
THE BUTTON TEST                                                        ??????Build a Winning 2013 Optimization Plan   #mea...
THE BUTTON TESTBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
THE WINNER                         282% form conversion increase                            57% site-wide lead increaseBui...
HOW TESTING IS CHANGING IN 2013Build a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
OPTIMIZATION FOR ALL   The entry costs for tools have never been lower                   Source: http://www.chiefmartec.co...
A WIDE RANGE OF PROCESSES                                                    Adobe® 2012 Digital Marketing Optimization Su...
RIGHT SIZING THE INVESTMENT   Marketers spend $92 to acquire traffic and $1 to optimize                                   ...
RAISING THE BAR   Make testing a strategic discipline in 2013Build a Winning 2013 Optimization Plan   #measure2013   @ISIT...
RAISING THE BAR   Make testing a strategic discipline in 2013     FROM                                      TO     Ad hoc ...
RAISING THE BAR   Make testing a strategic discipline in 2013     FROM                                      TO     Ad hoc ...
RAISING THE BAR   Make testing a strategic discipline in 2013     FROM                                      TO     Ad hoc ...
RAISING THE BAR   Make testing a strategic discipline in 2013     FROM                                      TO     Ad hoc ...
FIVE KEY ELEMENTS TO A WINNING OPTIMIZATION PLANBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   ww...
WHY TEST?   Because your competition is      •    Learn more about your customers      •    Deliver better experiences to ...
1. BUILDING A TEAMBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
STAFFING A TEAM   Who you need     •    Project Manager– Own and Share the Program     •    Analyst – Data at the Center  ...
2. DEFINE SUCCESSBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
UNDERSTANDING THE ECOSYSTEM   From Measurement to Action                                                   Action         ...
QUANTITATIVE KPIS           Business Drivers                 •   Revenue                 •   Orders                 •   Le...
QUALITATIVE KPIS         –   Lead Quality Score         –   Customer Satisfaction         –   NetPromoter Score         – ...
3. PRIORITIZE BY POTENTIALBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
PRIORITIZING THE IMPACT   All hypotheses are not created equal                                                            ...
PRIORITIZE TESTABLE ELEMENTS                                         Significant Impact by Element         60%            ...
PRIORITIZING SEGMENTS   All visitors are not created equalBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_D...
SEGMENTATION IN ACTION   SolarWorld AmericasBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.is...
4. GET THE RIGHT TECHNOLOGYBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
TESTING TOOLS   What really matters?     •    Confidence Statistics     •    Validity Testing     •    Segmentation (Ad-Ho...
WEB ANALYTICS   For the record     •    Conversion Tracking     •    Segmentation     •    Custom Variables     •    Secon...
OTHER MARKETING TOOLS   Testing doesn’t stop at the website     •    E-Mail Subject Lines     •    Social Content     •   ...
5. PUTTING THE PROCESSES IN PLACEBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
KINDERCARE Optimization Program   KinderCare:   VP of Marketing   Director of Digital Marketing   Acquisition Manager   IS...
STRUCTURING THE TESTS  No Plan – No Test     • What is being tested?     • Why is it being tested?     • What is the hypot...
Set Goals                Find                                                                Friction                     ...
sources            Organic search      Search PPC           IYP & YP   Display         Other            Email             ...
SHOW AND TELL                           Detailed Reports:                           Each test is reported to the project t...
REGULAR ACTIVITIES  Make a Routine                                        Daily:                                          ...
SEARCHER PERSONAS  Segmenting & TargetingBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isite...
ALWAYS BE TESTING            Home Page                                   Search Results            7 tests, 68% lift      ...
29% LIFT IN CONVERSION RATE YEAR OVER YEAR             1   3   5   7   9   11   13     15   17   19   21   23     25   27 ...
GETTING READY FOR DAY 2Build a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
OUR OPTIMIZATION PROGRAMBuild a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
#measure2013Build a Winning 2013 Optimization Plan   #measure2013   @ISITE_Design   www.isitedesign.com
THANK YOU & QUESTIONS     Jeff Cram     ISITE Design     617-401-2295     jcram@isitedesign.com     Ryan Summers     Analy...
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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.

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

  1. 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. 2. #measure2013Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  3. 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. 4. THE BUTTON TEST ??????Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  5. 5. THE BUTTON TESTBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  6. 6. THE WINNER 282% form conversion increase 57% site-wide lead increaseBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  7. 7. HOW TESTING IS CHANGING IN 2013Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  8. 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. 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. 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. 11. RAISING THE BAR Make testing a strategic discipline in 2013Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  12. 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. 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. 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. 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. 16. FIVE KEY ELEMENTS TO A WINNING OPTIMIZATION PLANBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  17. 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. 18. 1. BUILDING A TEAMBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  19. 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. 20. 2. DEFINE SUCCESSBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  21. 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. 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. 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. 24. 3. PRIORITIZE BY POTENTIALBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  25. 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. 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. 27. PRIORITIZING SEGMENTS All visitors are not created equalBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  28. 28. SEGMENTATION IN ACTION SolarWorld AmericasBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  29. 29. 4. GET THE RIGHT TECHNOLOGYBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  30. 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. 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. 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. 33. 5. PUTTING THE PROCESSES IN PLACEBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  34. 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. 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. 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. 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. 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. 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. 40. SEARCHER PERSONAS Segmenting & TargetingBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  41. 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. 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. 43. GETTING READY FOR DAY 2Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  44. 44. OUR OPTIMIZATION PROGRAMBuild a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  45. 45. #measure2013Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
  46. 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
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