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Brooks Bell Interactive Tama Presentation

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Triangle AMA’s September luncheon: Converting Prospects to Customers Through Online Marketing …

Triangle AMA’s September luncheon: Converting Prospects to Customers Through Online Marketing
Brooks Bell, Founder and President of Brooks Bell Interactive, presents how marketers in diverse organizations succeeded in driving customer acquisition with online marketing campaigns.

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  • 1. Triangle AMA September Luncheon: Converting Prospects to Customers Through Online Marketing Brooks Bell President, Brooks Bell Interactive
  • 2. You’re going to learn:   How can I convert more customers?   Why should I test?   What are ways that I can make my creative more effective?   What are some steps to get started?
  • 3. Converting Prospects to Customers: Point #1 IF THERE’S NO COMPETITION, THERE’S NO WINNER
  • 4. A story about how XM Radio created a competition
  • 5. The competition: Three alternative email versions SHORT LETTER HYBRID Short Copy. FREE. Simple. Long copy. Official. Educational. Medium Copy. Lifestyle. Hero shot.
  • 6. Which won? Let’s VOTE!
  • 7. Then, after analyzing the data, XM declared “Hybrid” the winner! Hybrid Outperformed others by 21%!
  • 8. However, XM learned found a curious fact digging into the data further ZERO out of 33,345 clicked on this button
  • 9. So there was another “The Control” competition: the follow- up element test (An element test is when you change ONLY ONE ELEMENT to isolate the variables)
  • 10. “The Control” 19% increase in response! fold
  • 11. Converting Prospects to Customers : Point #2 NEVER, EVER LEAVE OUT THE VALUE PROPOSITION
  • 12. FACT: The effectiveness of the user experience is crucial to converting prospects to customers.
  • 13. How do I know if I have an effective message for converting prospects to customers?
  • 14. LIKLIHOOD OF CONVERSION It’s VERY simple: C = 4m + 3v + 2(i – f) – 2a Customer Clarity of Incentive Friction Anxiety Motivation Value Proposition Source: MarketingExperiments.com
  • 15. What does a clear value proposition look like?
  • 16. Let’s play a game. Find the value proposition!
  • 17. Converting Prospects to Customers : Point #3 THE EYE PATH IS REALLY IMPORTANT
  • 18. (What’s an EYE-PATH?) Your EYE-PATH is the path that your eyes take when you look at a creative. It’s measured with a HEATMAP. Heat mapping is where an EYETRACKER detects where your eyes are looking and creates a heat map of where they have been.
  • 19. A story about how WSJ learned from the eye-path
  • 20. WSJ converted their winning DM letter into an email to try to convert prospects to customers. “The Control”
  • 21. Heat-mapping to follow the user’s eye-path
  • 22. New Email Design 22
  • 23. New Email Design 23
  • 24. “The Control” 25% increase in response!
  • 25. Converting Prospects to Customers : Point #4 IF YOU CAN TEST, YOU WILL WIN
  • 26. Only your users can tell you if the experience is effective. The only way to get them to tell you is to test.
  • 27. The Four ‘T’s of Testing 1.  Time 2.  Traffic 3.  Technology 4.  Trust
  • 28. Time
  • 29. Time •  Time is not FREE, so neither is testing •  Plan for: –  Baselines –  Test design –  Additional creative development time •  Iteration is key •  You could test forever!!
  • 30. Traffic
  • 31. Traffic should help you create a test plan. •  You need fresh, recurring traffic •  Know some basic statistics –  Confidence level •  “Statistical Significance” •  95% is common –  Margin of error •  150 successes is a good rule of thumb The Normal Curve “Is it Significant?”
  • 32. Technology
  • 33. Technology MINIMUM: •  Split Traffic into separate groups •  Track click-through separately for each group BEST:
 •  Test your groups at the same time Start
with
what’s
 meaningful
and
ac4onable
 EVEN BETTER: and
build
your
technology
 •  Use a database of some sort and
test
design
to
support
 –  Email Service Provider that
 –  Can you segment? –  What can you track? –  Can you personalize, and how?
  • 34. Trust
  • 35. Trust that you will WIN! What and Who you need to trust: •  The Data •  The Process •  The Customer •  The Designer Just relax. It will be OKAY. 
  • 36. A story about how AARP tested and won
  • 37. The AARP “Webletter” Newsletter •  Time: Tested WEEKLY for over a year •  Traffic: List is in the millions •  Technology: Worked closely with AARP’s ESP –  Segmented by usage •  Active •  Passive •  Inactive •  Trust: AARP was focused on results, and had the political leverage internally to test almost anything
  • 38. Testing = Success! •  Webletter became the #1 traffic driver to AARP.org •  Active segment up by 59% •  Inactive segment down by 38% •  Open Rate up by 39% •  Click-through rate is up by 180%!!!
  • 39. Introducing 2 Beautiful New igns ‐25%
 ‐2 %
 Control,
April
 008
 Test
Cr 4ve

  • 40. OMG, Does Ugly Work? Lots
of
copy
 above
the
fold
 Simple
Eye‐ path
 Ads
are
small,
 unobtrusive
 Image‐blocking
is
 not
an
issue

  • 41. OMG, Does Ugly Work? Only
1
feature
 Complicated
 above
the
fold
+
 Eye‐path
 confusing
image
 Ads
are
wide,
 Blocking
content
 Image
blocking
is
 an
issue

  • 42. 8 WEEKS OF TESTING GOES BY…. Simple
Eye
 More
above
the
 path
 fold
 Ads
are
 Smaller
images
 consolidated
 AND
System
text
 and
aligned
with
 images

  • 43. Finally, a break! +11%
 Control,
April
2008

  • 44. So, Does Ugly Work? That’s the wrong question. •  Beauty is one of several factors that drives performance –  Can you name two? •  Your audience probably doesn’t care how good the creative looks. •  Your audience cares about 4 things no matter what the decision is…
  • 45. The four things that your customer cares about when they are in decision mode: 1.  What is it? VALUE PROPOSITION! 2.  What’s in it for me? 3.  What are you asking of me in return? 4.  Why should I trust you?
  • 46. Converting Prospects to Customers: Point #5 TESTING JUST TAKES A LITTLE PLANNING
  • 47. Six Steps to Test Planning 1.  Set a control and/or baseline 2.  Establish a goal Do these steps before you call your designer 3.  Design a test based on the 4 T’s 4.  Think like your customer (4 Questions) 5.  Create a hypothesis Do these steps with your designers 6.  Design the creative(s) according to test design
  • 48. Tip: Create a worksheet to help you organize your thoughts
  • 49. See Test Planning In Action!
  • 50. Established a control/baseline “The Control”
  • 51. Established a goal and designed the test based on 4 T’s
  • 52. Think like a customer! Our hypothesis was that control creative did not address the top value propositions. But, we didn’t know which value proposition was the best Four initial value propositions to test: 1.  General/Offer 2.  Leadership 3.  Convenience 4.  Life Change
  • 53. Designed the Creative Versions
  • 54. Run the test. Then, analyze and declare a winner!
  • 55. Established the continuous testing rhythm to optimize response Focused on actionable learnings in our test Then identified the next hypothesis, and are testing again!
  • 56. Final takeaways on how to convert prospects to customers through online marketing 1.  Your user experience is crucial to converting more customers 2.  Testing is the only way you can systematically improve your user experience 3.  You can make your creative more effective if you start by focusing on your value proposition and eye-path (and then, motivation, incentive and anxiety) 4.  Test as soon as you have the 4 T’s in your organization -  Time -  Traffic -  Technology -  Trust 5.  Think like your customers, and make sure you’re answering all the questions they will ask 6.  Testing can be as easy as planning ahead and following a disciplined process
  • 57. Thank you! Questions? Brooks Bell President, Brooks Bell Interactive brooks@brooks-bell.com 919-836-0504

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