Content Testing & Optimization (CTO) Webinar, April 29 2010
Upcoming SlideShare
Loading in...5
×
 

Content Testing & Optimization (CTO) Webinar, April 29 2010

on

  • 1,148 views

 

Statistics

Views

Total Views
1,148
Views on SlideShare
1,145
Embed Views
3

Actions

Likes
1
Downloads
23
Comments
0

2 Embeds 3

http://www.lmodules.com 2
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Content Testing & Optimization (CTO) Webinar, April 29 2010 Content Testing & Optimization (CTO) Webinar, April 29 2010 Presentation Transcript

    • Content Testing & Optimization (CTO)
      April 29, 2010
       One to One Interactive, 2010. All rights reserved.
    • Agenda
    • What Is Content Testing & Optimization?
      %?
      Sale!
      (But how many made it through?)
    • The Main Question
      “Can we rapidly test new landing page elements -- or entirely new pages -- to continue to lift our site’s conversion rate?”
    • Introduction
      Who should consider Content Testing & Optimization?
      Marketers looking to increase online conversion, revenue and ROI by leveraging the unique opportunities offered by the digital space to improve visitor response
      What will we cover today?
      The philosophy, planning and implementation that drives a Content Testing and Optimization (CTO) strategy and share a few of One To One’s successes
      What will be my takeaways?
      • The digital marketing strategy behind Content Testing and Optimization
      • How A/B/N and multivariate test strategies are designed
      • How CTO can lead to significant lifts in conversion, revenue and ROI
      • How optimization learnings can improve ongoing marketing strategy
    • One To One’s Approach To Content Testing and Optimization(CTO)
    • Approach To Content Testing and Optimization
      Objectives
      Create ROI positive sustainable improvements in content performance against desired actions
      Build ongoing optimization engine
      Approach
      Conduct test in waves against specific objectives
      Design tests to always achieve statistical significance with rapid turnaround times (2-6 weeks)
      Test Formats
      Content development (A/B/N testing)
      Content elements (multivariate optimization testing)
    • A/B/N Redesign Test
      • The “A/B/…N” approach provides the simplest approach to Content Testing and Optimization
      Redesign B
      Champion Page
      Redesign A
    • A/B/N Redesign Test
      • Present highly varied, competing page concepts designed to demonstrate as widely different designs as possible
      Redesign B
      Champion
      Redesign A
    • A/B/N Redesign Test
      • The greater potential to affect overall results temporarily supersedes your ability measure the effect of specific elements on the page
      Redesign B
      Champion
      Redesign A
    • A/B/N Redesign Test
      • Don’t get trapped trying to keep any elements “consistent”. Your visitors will only ever see one version!
      Redesign B
      Champion
      Redesign A
    • Most popular complaint to A/B/N testing
      “But I don’t know why that page won!”
      Solution?
      Eye Tracking
    • Using Eye Tracking To Identify Areas of Interest
      B
      A
      B
      A
      B
      • Understanding which elements on your winning page generated the most fixation and longest gaze duration can help provide the “why” of A/B/N testing
      A
    • Multivariate Testing (MVT) Completion
      • Once an A/B/N test’s winning design is determined, the losing designs are turned off and the winner is declared the new Champion
      • Any findings are determined via methods such as eye tracking or link analysis, though the specific “what’s most important on this page?” answer may not be available… yet
      • At this point “multivariate” or “MVT” testing of specific page elements on the new Champion is recommended
    • Multivariate Testing (MVT)
      • Elements within a layout such as imagery, copy, calls to action are varied and tested against each other in differing combinations, or “recipes”
    • Multivariate Testing (MVT)
      • The best performing recipe (for example, Headline “1” + Image “3” + Call To Action “2,”) becomes the winner and is rolled out into the next ongoing campaign
    • Multivariate Test Dimensions
      Sample elements for test consideration
      Calls To Action
      Imagery
      Headlines
      Content/Message
      • Quantity
      • Design style
      • Text surrounding, “prompting” CTAs
      • Color
      • Location
      • Size
      • Prominence
      • Highlighted feature content
      • Size
      • Theme
      • Location
      • Quantity
      • Prominence
      • Style – lifestyle, product
      • Headline within imagery
      • Clickability of image
      • Style – story v. straight
      • Size
      • Location
      • Color
      • Length
      • Case sensitivity
      • Style – story v. straight
      • Search keyword matching
      • Banner ad image matching
      • Search / banner message or offer matching
      • Trust message
      • Testimonials/Statistics
      • Geo/demo message
      • Feature information in pop-ups
      • Offers
    • Test Wave Approach
      • Try to project out ongoing lift prior to launching any test, then benchmark against your projections to ensure a continued positive return on investment
      Impacting Success Metrics
      Action rate after Wave 6: 2.60%
      MVT Optimizations
      Redesign Tests
      Lift: 63%
      Base action rate before testing: 1.60%
    • Accounting For Interaction Effect
      • Maybe surprisingly, the sum of the winning MVT elements is often NOT the best possible page
      Test 1
      Test 3
      Test 2
      Test 4
      Test 5
      Theoretical Best Recipe
      #2 Headline
      • Image 1
      • Headline 3
      • Message 4
      • CTA 4
      • Secondary CTA 2
    • Accounting For Interaction Effect
      • Tests can be completed more rapidly using the popular “one element at a time” approach… but at the risk of missing better pages
      Find Out If Service Is Available In Your Area!
      • Lorem ipsum dolor sit amet, consectetur
      • Adipisicingelit, sed do eiusmodtempor
      • Incididuntutlabore et dolore magna
      • Aliqua. Utenim ad minim veniam
      Sign Up To Hear Our Latest Offers!
      • Lorem ipsum dolor sit amet, consectetur
      • Adipisicingelit, sed do eiusmodtempor
      • Incididuntutlabore et dolore magna
      • Aliqua. Utenim ad minim veniam
      Recipe A
      All Winning Elements Options From Wave 1
      Conversion Rate: 16.7%
      Recipe D
      All Winning Element Options exceptHeadline #2
      Conversion Rate: 23.5%
    • OTOi’s Content Testing & Optimization Philosophy
      • Determine test objectives, e.g. Clickthrough From Page vs. Action Rate vs. Conversion Rate
      • Start with the ideal optimization process
      Optimization Wave: Ideal
      Redesign
      Optimize
      Optimize
      Redesign
      Optimize
      Optimize
      • The greatest growth in conversion is usually seen with alternating waves of redesign and optimization
      • Estimate actionable volume based on projected traffic
      • Extend and/or remove tests due to insufficient volume or time
      Optimization Wave: Lower-Volume Traffic Source
      Redesign
      Removed
      Optimize
      Removed
    • Recommended Success Metrics
      Typical testing success metrics include:
      • Conversion rate (share of visitors completing a sale)
      • Revenue per visitor
      • Average shopping cart value
      Secondary success metrics include:
      • Bounce Rate
      • Action Rate (percentage of visitors completing a valued non-sale action)
      • Funnel Depth (average number of steps through the purchase funnel taken)
    • Beware Incomplete Fallout
      • Some tests may be rightfully set up to only measure clicks off the test page
      • Be careful that success isn’t determined by a point too early in the funnel
      Reach Step
      40%
      Reach Step
      34%
      Reach Step
      28%
      Convert
      18%
      Landing Page A
      40% Clickthrough
      Step 1
      Step 2
      Step 3
      Conversion
      Reach Step
      30%
      Reach Step
      27%
      Reach Step
      25%
      Convert
      23%
      Landing Page B
      30% Clickthrough
      Step 1
      Step 2
      Step 3
      Conversion
    • Forecasting Incremental Revenue
      Conversion Rate
      Projected Conversions
      1-Mo Visits
      Projected Annual Visits
      =
      2.00%
      Winning Design
      24,000
      x 12 =
      x
      100,000
      1,200,000
      =
      1.80%
      Champion Design
      21,600
      Key Questions
      How many visits does your tested page receive per month?
      How long will you continue to award credit to the new, winning page? 12 months?
      How many conversions or other desired outcomes is your winning page expected to provide over your Champion?
      What’s the value of each desired outcome -- in terms of average lifetime revenue if available?
      Projected Additional Annual Conversions
      +2,400
      x
      Sample Return Estimate
      Estimated LifetimeValue Per Conversion
      $600
      Projected Total Incremental Revenue
      $1,440,000
      Revenue - Cost
      = ROI
      Cost
    • Case Studies
    • Case Studies: Comcast 2009 Results
      Test Champions
      Test Winners
      Conversion Rate Metric
      11% Lift In Conversion Rate
      Wave 1
      24% Lift In Conversion Rate
      Wave 2
      66% Lift In Conversion Rate
      Wave 3
      36% Lift In Action Rate
      (over lowest performer)
      Wave 4
    • Case Study: 2009 Wave 3 Multivariate Test
      • A 2009 Comcast multivariate study focused on testing:
      Image
      Headline /
      Call To Action
      • The test audience was all visitors who had clicked on a Comcast Paid Search ad
      • All versions of the new page’s design were tested against the prior Champion page
    • Case Study: Comcast 2009 Wave 3 Results
      Image Results
      % Lift In Conversion Over Champion
      “Married Man”
      “Orange Woman”
      Headline/Copy Results
      % Lift In Conversion Over Champion
      • The redesign’s template seemed to significantly beat the Champion no matter which combination of Image and Headline/Copy were used
      • Among the winning Images, those with the people facing toward the headline and next step button seemed to perform the best (see above)
    • Case Study: Comcast Business Class
      “Champion” Landing Page
      Test Hypothesis:
      “Versioning a banner ad’s landing page to match the design of the banners will increase clicks to the next page”
      Methodology:
      Version “Champion” elements against variations designed to match the banner ad creative more closely
      Elements Matched:
      • Primary Headline Viewed
      • Primary Image
      • Call To Action Colors
      1
      2
      3
    • Case Study:Variable Elements
      “Champion” Elements
      “Small vs. Big” Elements
      “Dream Big” Elements
      “Compare” Elements
      Headline
      Primary Image
      Call To Action Colors
    • Case Study: Winning Pages
      winner
      winner
      Question: “Does matching landing page content to the campaign creative shown make a difference in clickthrough?”
      Answer: For all creatives tested: yes
      Mixed Landing Pages
      Creative Clicked On
      Fully Matching
      Champion
      winner
      winner
    • Building Your Library
    • Building Your Library
      • Firms should view Content Testing & Optimization as an ongoing process which yields an ongoing lift in conversion
      • Never forget that you’re looking to build out a library of best practices to inform future designs
    • Building Your Library
      Past studies have produce insights which have radically changed the prior approach to content, as ongoing testing has driven substantial lift in conversion via such findings such as:
      • Images perform far more successfully on the right side of the page, potentially due to the natural “inverse C” path of eye tracking
    • Building Your Library
      Past studies have produce insights which have radically changed the prior approach to content, as ongoing testing has driven substantial lift in conversion via such findings such as:
      • For consumer products, images of people are far more successful in driving conversions than images of products – especially of faces
    • Building Your Library
      Past studies have produce insights which have radically changed the prior approach to content, as ongoing testing has driven substantial lift in conversion via such findings such as:
      • The newer an offering, the less successful hard-sell messaging such as “Sign Up Now!” is to drive page interaction
      Click To Sign Up Now!
      Check Out Products And Features!
    • Building Your Library
      Past studies have produce insights which have radically changed the prior approach to content, as ongoing testing has driven substantial lift in conversion via such findings such as:
      • Images of happy consumers looking in the direction of Calls To Action rather than out of the screen generally generate higher conversion
      Offer!
      Offer!
    • Building Your Library
      Past studies have produce insights which have radically changed the prior approach to content, as ongoing testing has driven substantial lift in conversion via such findings such as:
      • Matching landing page messaging to the copy in a paid search advertisement clicked is far more important when the copy includes an offer
    • In Conclusion
      • A Content Testing & Optimization strategy effectively leverages the unique opportunities offered by the digital marketplace and provides a foundation of best practices for ongoing content development
      • By engaging in the ongoing process of content testing, firms can rapidly implement new content to generate increased response, resulting in steady lifts in conversion, revenue and return on investment (ROI)
      • GIVE IT A TRY!