Driving Incremental Revenues  through  Online Content Targeting, Testing & Optimization
Hirsch Strategies Inc  <ul><li>Strategy and professional services for  </li></ul><ul><li>Demand-Generation  and  </li></ul...
Hirsch Strategies: Some of the Company We Keep…
<ul><li>Introductions </li></ul><ul><li>Business Impact </li></ul><ul><li>Web Page Optimization </li></ul><ul><ul><li>>> S...
Impact of rising media costs <ul><li>Up to now marketers have   … </li></ul><ul><li>Cared mostly about  driving volume tra...
So, success metrics shifting   <ul><li>From “how many people visit your site” to “what is your conversion   rate ” </li></...
<ul><li>Introductions </li></ul><ul><li>Business Impact </li></ul><ul><li>Background to Web Page Optimization </li></ul><u...
#1: Relevance, relevance, relevance <ul><li>Increasing  relevance  increases online  conversions   </li></ul><ul><li>Becau...
Content Targeting: Segment By Source Unique content based upon how visitors reached your site.
Content Targeting :  By Email Campaign Interior Page Home Page
<ul><li>Introductions </li></ul><ul><li>Business Impact </li></ul><ul><li>Web Page Optimization </li></ul><ul><ul><li>>> #...
#2: Test, test, test <ul><li>Testing  different promotional constructs is the only way to  manage  online conversion impro...
Landing Page Optimization  A/B Test : Intuit <ul><li>Issue: what layouts and design work best? </li></ul>A B C
Results: Both pages beat the Control, but… Landing Page B 137% lift Both B & C jumped significantly C Landing Page C 187% ...
Landing Page Optimization   MULTIVARIATE testing: Recipe H
Want more information? <ul><li>Find out if your Landing Pages are designed to  generate  the most Conversions… </li></ul><...
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Driving Revenue through CO

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Transcript of "Driving Revenue through CO"

  1. 1. Driving Incremental Revenues through Online Content Targeting, Testing & Optimization
  2. 2. Hirsch Strategies Inc <ul><li>Strategy and professional services for </li></ul><ul><li>Demand-Generation and </li></ul><ul><li>Online Conversion Rate Optimization </li></ul><ul><li>Leverages 20+ years’ demand-generation, CRM, direct marketing and interactive marketing experience </li></ul><ul><li>Delivers immediate and measurable increased ROI from online advertising investments and lower customer acquisition costs </li></ul><ul><li>How? Through: </li></ul><ul><li>On-demand software platform </li></ul><ul><li>Proprietary Testing and Optimization planning tools </li></ul><ul><li>Based in Vancouver, BC </li></ul><ul><li>www.HirschStrategies.com </li></ul>
  3. 3. Hirsch Strategies: Some of the Company We Keep…
  4. 4. <ul><li>Introductions </li></ul><ul><li>Business Impact </li></ul><ul><li>Web Page Optimization </li></ul><ul><ul><li>>> Success metrics are shifting </li></ul></ul><ul><li>Technology for Conversion Optimization </li></ul><ul><li>Online Poker Case Study </li></ul><ul><li>Q & A </li></ul>
  5. 5. Impact of rising media costs <ul><li>Up to now marketers have … </li></ul><ul><li>Cared mostly about driving volume traffic to the web site </li></ul><ul><li>Developed sophisticated methods of targeting anonymous web visitors </li></ul><ul><ul><li>Online advertising, PPC, Affiliate networks, Ad networks, behavioral targeting, etc. etc </li></ul></ul><ul><li>Refined the art of bringing known customers back to the site </li></ul><ul><ul><li>Via email, call centers, etc </li></ul></ul><ul><li>But… </li></ul><ul><li>Media costs are rising quarterly </li></ul><ul><ul><li>And effectiveness is stable or falling </li></ul></ul><ul><li>Increase in anonymous visitors to websites is not always translating into… </li></ul><ul><ul><li>Better customer acquisition success rates </li></ul></ul><ul><ul><li>Stronger demand-generation for products and services </li></ul></ul><ul><ul><li>Increased marketing ROI </li></ul></ul><ul><ul><li>(but Google is getting richer) </li></ul></ul>
  6. 6. So, success metrics shifting <ul><li>From “how many people visit your site” to “what is your conversion rate ” </li></ul><ul><ul><li>(Click-throughs alone are not a success metric any more) </li></ul></ul><ul><ul><li>Must generate more business for the same media dollar </li></ul></ul><ul><ul><li>Meet business objectives by driving both quality and quantity web traffic </li></ul></ul><ul><li>Web Conversion Optimization takes center stage in the marketers’ mindset </li></ul><ul><ul><li>How do you get more revenue from the traffic that is ‘already’ coming to your site? </li></ul></ul><ul><ul><li>How do you stop the cycle of having to out-spend and out-bid? </li></ul></ul>
  7. 7. <ul><li>Introductions </li></ul><ul><li>Business Impact </li></ul><ul><li>Background to Web Page Optimization </li></ul><ul><ul><li>>> #1: Relevance </li></ul></ul><ul><li>Technology for Conversion Optimization </li></ul><ul><li>Online Poker Case Study </li></ul><ul><li>Q & A </li></ul>
  8. 8. #1: Relevance, relevance, relevance <ul><li>Increasing relevance increases online conversions </li></ul><ul><li>Because every click has a goal in mind : </li></ul><ul><ul><li>User behaviour is determined by the goal </li></ul></ul><ul><ul><li>Users have “tunnel vision” engaging </li></ul></ul><ul><ul><li>To be relevant, need to meet or exceed the web user’s goal </li></ul></ul><ul><li>But: Most businesses direct all their web campaign traffic to the same page! </li></ul><ul><ul><li>web page experience is identical no matter what the client source </li></ul></ul><ul><li>How to increase relevance? </li></ul><ul><li>Creating relevance = Thinking about content </li></ul><ul><ul><li>Need to anticipate and message to the user’s goals </li></ul></ul><ul><li>Delivering intelligently changing content to suit what you know (or guess, or infer…) about the web visitor = Content Targeting </li></ul>
  9. 9. Content Targeting: Segment By Source Unique content based upon how visitors reached your site.
  10. 10. Content Targeting : By Email Campaign Interior Page Home Page
  11. 11. <ul><li>Introductions </li></ul><ul><li>Business Impact </li></ul><ul><li>Web Page Optimization </li></ul><ul><ul><li>>> #1: Relevance </li></ul></ul><ul><ul><li>>> #2: Testing </li></ul></ul><ul><li>Technology for Conversion Optimization </li></ul><ul><li>Case Study </li></ul><ul><li>Q & A </li></ul>
  12. 12. #2: Test, test, test <ul><li>Testing different promotional constructs is the only way to manage online conversion improvements </li></ul><ul><ul><li>(otherwise, you are only guessing at how to improve conversions) </li></ul></ul><ul><li>But : Companies don’t usually have the skills or bench-strength do this </li></ul><ul><ul><li>Without the proper resources, it’s time-consuming, labor-intensive, boring </li></ul></ul><ul><li>Testing needs to be ongoing and iterative – aiming at specific goals </li></ul><ul><li>Test should… </li></ul><ul><ul><li>Ask and answer a single question </li></ul></ul><ul><ul><li>…and raise more questions </li></ul></ul>
  13. 13. Landing Page Optimization A/B Test : Intuit <ul><li>Issue: what layouts and design work best? </li></ul>A B C
  14. 14. Results: Both pages beat the Control, but… Landing Page B 137% lift Both B & C jumped significantly C Landing Page C 187% lift
  15. 15. Landing Page Optimization MULTIVARIATE testing: Recipe H
  16. 16. Want more information? <ul><li>Find out if your Landing Pages are designed to generate the most Conversions… </li></ul><ul><li>Go to: www.HirschStrategies.com </li></ul><ul><li>Or call: 604-512-0799 </li></ul><ul><li>… and claim your free </li></ul><ul><li>Landing Pages Audit Worksheet </li></ul>

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