How to Optimize Your Website and Online Advertising Campaigns

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In today’s marketing world you shouldn’t spend marketing dollars unless you know that they’re working. This class, taught by Charlie Gasmire of Vendevor, will focus on the importance of online marketing, and the effectiveness and efficiency of an online marketing plan. Learn the right way to track, analyze and utilize data that you’re finding through online marketing mechanisms to rebuild and modify plans today, and learn how to create the most effective and optimized marketing plan available.

THE TAKEAWAYS

- To obtain an understanding of online marketing programs including search marketing, display advertising, site optimization, mobile marketing, and online analytics.

- To provide key principles for understanding online analytics and key measurements.

- To identify target customers and use online marketing and campaign tools to acquire, convert and retain those customers.

- To analyze and review real split tests completed by the Vendevor team to illustrate the tactics, processes, and best practices when split testing your website.

- To introduce the components of an effective site optimization program: A/B and multivariate testing, target audience segmentation and data-based personalization for online customer experiences.

Charlie Gasmire, Baylor MBA and CMO of Vendevor.com, has been an entrepreneur since selling lemonade and shining shoes at a very early age. He launched and ran four different internet marketing, consumer goods, and lead generation companies before co-founding Vendevor, a shopping cart and payment processing platform for small businesses, in 2012. In his spare time, Charlie is an avid pilot, musician, and triathlete.

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How to Optimize Your Website and Online Advertising Campaigns

  1. 1. ONLINE MARKETING & CAMPAIGN OPTIMIZATION Charlie Gasmire | CMO | vendevor.com
  2. 2. YOU & ME We have something in common
  3. 3. 
 we’re spending money on our business
  4. 4. why? because we think this will happen
  5. 5. We measure the impact of employees
  6. 6. We measure the impact of hardware
  7. 7. We figure out what’s working
  8. 8. So…
  9. 9. ?Why are we guessing with online advertising
  10. 10. Our Goal Today
  11. 11. That’s High and To the Right Online Marketing
  12. 12. WHAT’S THE GOALWHAT’S THE GOAL?
  13. 13. What action do you want people to take?
  14. 14. eCommerce Sales
  15. 15. Free Trial Sign ups
  16. 16. Subscription
  17. 17. Lead Generation / Email List
  18. 18. Everything Goal determines Everything
  19. 19. Whatever you do…
  20. 20. Don’t spend money…
  21. 21. And pray for the best
  22. 22. Imitate Innovate before you
  23. 23. HOW
  24. 24. Research the com petition
  25. 25. http://Alexa.com Provides analytical insights to benchmark, compare and optimize business on the web http://Compete.com Comprehensive domain reports and traffic sources for competitors http://WhatRunsWhere.com Banner ad intelligence software - find out where competitors are running display advertisements
  26. 26. http://SpyFu.com Keyword intelligence - research your competitors’ targeted keywords and advertisements http://KeywordSpy.com SEO and PPC keyword research software tool http://Ahrefs.com Backlink research tool. Discover what sites link to your competitors.
  27. 27. Look at (and even copy) their website http://www…
  28. 28. Imitate Innovate before you
  29. 29. Starter m arketing verticals
  30. 30. SEM - Google,Yahoo, Bing Social - FB,Twitter, LinkedIn CPA Networks / Affiliates (for another day) Mobile - AdMob, Millenial Media,Adfonic,Tapjoy Retargeting - Adroll, Retargeter, Perfect Audience
  31. 31. What action do you want people to take?
  32. 32. What action do you want people to take?
  33. 33. Website that is really, really good at creating that action
  34. 34. WEBSITE OPTIMIZATION
  35. 35. OPTIMIZE FOR WHAT
  36. 36. COST PER ACQUISITION CPA
  37. 37. CPACPA = CPC / CR Cost per acquisition = (cost per click) / Conversion Rate
  38. 38. ALL ABOUT THE CPA Homepage Step 1 Step 2 Money Step
  39. 39. ALL ABOUT THE CPA Homepage Step 1 Step 2 Money Step $1.00 CPC
  40. 40. ALL ABOUT THE CPA Homepage Step 1 Step 2 Money Step $1.00 CPC 80% drop off
  41. 41. ALL ABOUT THE CPA Homepage Step 1 Step 2 Money Step $1.00 CPC 80% drop off 50% drop off
  42. 42. ALL ABOUT THE CPA Homepage Step 1 Step 2 Money Step $1.00 CPC 80% drop off 50% drop off 80% drop off
  43. 43. CPACPA = CPC / CR Cost per acquisition = (cost per click) / Conversion Rate
  44. 44. ALL ABOUT THE CPA Homepage Step 1 Step 2 Money Step $1.00 CPC 80% drop off 50% drop off 80% drop off End to End: 2% CPA: $50.00
  45. 45. CPA$50.00
  46. 46. WHO CARES
  47. 47. LTVLIFETIMEVALUE
  48. 48. LTV$50.00(for example)
  49. 49. CPA vs. LTV
  50. 50. LTV > CPA IFF:
  51. 51. Adbudget
  52. 52. LTV < CPA if:
  53. 53. praying for “the best”
  54. 54. disclaimer: initially your CPA > LTV
  55. 55. Rule of thumb: Optimize CPA down 30-60% generally
  56. 56. LTV = CPA in our example… $50 $50
  57. 57. CPAHOW TO LOWER?
  58. 58. A vs. BA/B TESTING
  59. 59. CONCEPT Page A vs Page B Pic Buy Now Pic Buy Now Buy Now 2% Buy Now 3% Buy Now
  60. 60. CONCEPT Winner from A&B Page C Pic Buy Now vs Pic Buy Now Buy Now 3% Buy Now 4% Buy Now
  61. 61. BEFORE Homepage Step 1 Step 2 Money Step $1.00 CPC 80% drop off 50% drop off 80% drop off End to End: 2% CPA: $50.00
  62. 62. AFTER Homepage Step 1 Step 2 Money Step $1.00 CPC 60% drop off 50% drop off 80% drop off End to End: 4% CPA: $25.00
  63. 63. CPA$25 VS. $50
  64. 64. LTV > CPA IFF: $50 $25
  65. 65. Adbudget
  66. 66. SPLITTESTINGTOOLS
  67. 67. WHATTOTEST? layout background colors free trial credit card up front headlines benefits call to action text call to action button colors and positions what information you ask for and when major images - people asking for info - now or later pricing
  68. 68. Examples Real-world split tests
  69. 69. +28% RPVMobile OptimizedView With Checkout Call to Action
  70. 70. +13.9% RPV Larger “Add to Cart” Button
  71. 71. Where to spend your time
  72. 72. Heat map Heat maps will tell you where people go
  73. 73. Now you know where 
 to spend your time
  74. 74. Other things you (could) measure tynt.com - copy/paste olark.com - live chat intercom.io - send trigger emails clicktale.com - visitor recordings crazyegg.com - heat maps kissmetrics.com - ultimate user metrics buffer.com - tracking social media engagement
  75. 75. JUST REMEMBER h"p://youtu.be/r2CbbBLVaPk The user is drunk
  76. 76. HELPFUL WEBINARS 10 Weirdest A/B SplitTests to Increase Conversion Rate: 
 http://grow.kissmetrics.com/webinar-44-recording ! HowTo Build the Right Funnel and GrowYour Business http://grow.kissmetrics.com/webinar-45-recording ! The 7 Principles of Conversion Centered Design http://grow.kissmetrics.com/webinar-47-recording ! Unlock theValue of Usage Data http://grow.kissmetrics.com/webinar-43-recording
  77. 77. HELPFUL CASE STUDIES “The User is DrunkVideo”: http://youtu.be/r2CbbBLVaPk
 
 Principles of Persuasion: http://www.influenceatwork.com/wp-content/uploads/2012/02/ E_Brand_principles.pdf
 
 Landing Page Optimization: http://Crazyegg.com ; http://tynt.com ; http://clicktale.com ; http://google.com/analytics ; http://intercom.io ; http://optimizely.com ; http:// kissmetrics.com
 
 37 Signals Split Testing Blog 1: https://signalvnoise.com/posts/2977-behind-the-scenes- highrise-marketing-site-ab-testing-part-1
 
 37 Signals Split Testing Blog 2: https://signalvnoise.com/posts/2983-behind-the-scenes-ab- testing-part-2-how-we-test
 
 37 Signals Split Testing Blog 3: http://signalvnoise.com/posts/2991-behind-the-scenes-ab- testing-part-3-final
 
 Split Testing Pricing: http://blog.kissmetrics.com/5-psychological-studies/ eCommerce Split Testing: http://blog.optimizely.com/2014/04/28/ab-tests-that-increase- revenue-per-visitor-for-veggietales-by-38/
  78. 78. Include in your designs
  79. 79. Six Principles of Persuasion: Reciprocity Commitment and Consistency Social Proof Authority Liking Scarcity
  80. 80. LAUNCH PLAN
  81. 81. What are you going to split test first? - On your website - In your advertising ! How are you going to measure success? ! How are you going to measure performance? ! When is the next test?
  82. 82. A/BTesting
  83. 83. Vendevor is a next generation eCommerce plugin for any existing website, blog, or Facebook Fan page.
  84. 84. MOBILE APP EXTENSIONS Beautifully DESIGNED Add products, edit inventory, and manage your store on the go.
  85. 85. Free Trial
  86. 86. ROUNDTWO
  87. 87. 39%increasefree trial sign-ups
  88. 88. ROUNDTHREE
  89. 89. 81%increasefree trial sign-ups
  90. 90. REQUIRED FORM
  91. 91. 30%increase optional: in form completion
  92. 92. process and design split test
  93. 93. $ PRICING
  94. 94. $ Original Pricing Basic: $9/month Pro: $29/month Enterprise: $79/month New Pricing Basic: $9/month Pro: $29/month Enterprise: $79/month Executive: $139/month
  95. 95. 18%increase Pro plans:
  96. 96. So…in conclusion
  97. 97. Measure measure everything using easy to use tools
  98. 98. Test test everything
  99. 99. Readread optimization blogs
  100. 100. LTV > CPA This is your goal
  101. 101. Adbudget
  102. 102. That’s High and To the Right Online Marketing
  103. 103. Charlie Gasmire charlie@vendevor.com vendevor.com blog.vendevor.com
  104. 104. Photo Credits Money Man: http://www.flickr.com/photos/cayusa/2276783536/ Rocket: http://www.flickr.com/photos/stuckincustoms/5896504098 Employee: credit: http://www.flickr.com/photos/ahmedrabea/32520327 Apple Computer: http://www.flickr.com/photos/lastquest/1408755246/ Computer Girl: http://www.flickr.com/photos/larskflem/95757299/“ Goal: http://www.flickr.com/photos/corscri/1320198723/“ Business Charts: http://www.flickr.com/photos/safari_vacation/59612602 Camera Man: http://www.flickr.com/photos/guilherme-pavan/626694338 Gauge: http://www.flickr.com/photos/telstar/5097772126/ Welders: http://www.flickr.com/photos/defenceimages/9501747301/
  105. 105. Scroll map: http://i.stack.imgur.com/vRwqe.png Red diagonal line: http://www.flickr.com/photos/baboon/452245099 Beer: http://www.flickr.com/photos/ramyoga/4810372978/ Clock: http://www.flickr.com/photos/beth19/4721798240 Praying Man: http://www.flickr.com/photos/stuckincustoms/2380543038

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