Beyond the Test: How to Build a Winning 2013 Digital Optimization Plan
1. Beyond The Test
Building a Winning 2013
Optimization Plan
12.11.2012
a webinar from ISITE Design
www.isitedesign.com
Build 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 quizzes
Build 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 TEST
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
6. THE WINNER
282% form conversion increase
57% site-wide lead increase
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
7. HOW TESTING IS
CHANGING IN 2013
Build 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.html
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
9. A WIDE RANGE OF PROCESSES
Adobe® 2012 Digital Marketing Optimization Survey Results Report
Build 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 Report
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
11. RAISING THE BAR
Make testing a strategic discipline in 2013
Build 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 programs
Build 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 Experience
Build 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 Learnings
Build 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 optimization
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
16. FIVE KEY ELEMENTS TO A
WINNING OPTIMIZATION PLAN
Build 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 unexpected
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
18. 1. BUILDING A TEAM
Build 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 Culture
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
20. 2. DEFINE SUCCESS
Build 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/research
Build 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 Shares
Build 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 Tests
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
24. 3. PRIORITIZE BY POTENTIAL
Build 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 Report
Build 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 Report
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
27. PRIORITIZING SEGMENTS
All visitors are not created equal
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
28. SEGMENTATION IN ACTION
SolarWorld Americas
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
29. 4. GET THE RIGHT TECHNOLOGY
Build 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 Efforts
Build 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 Campaigns
Build 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
• Mobile
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
33. 5. PUTTING THE PROCESSES IN PLACE
Build 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 Team
Build 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!
Verify
Build 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 pages
Build 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.png
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
40. SEARCHER PERSONAS
Segmenting & Targeting
Build 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% lift
Build 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% Goal
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com
43. GETTING READY FOR DAY 2
Build 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.com
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com