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Engage 2013 - Targeting and Delivering Content
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Engage 2013 - Targeting and Delivering Content


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  • 1. Targeting: Identifying Opportunities,Segmenting Visitors & Delivering Optimal Content Jason Miller, VP of Technology, Motorcycle Superstore Allen Harper, UI/UX Dept. Manager, Motorcycle Superstore Jay Sahourieh, Director of Sales – Optimize, Webtrends
  • 2. Agenda•  Introducing Motorcycle Superstore•  Using Webtrends in innovative ways –  Testing and targeting today –  Putting segmentation to work•  Q&A
  • 3. Introducing Motorcycle SuperstoreWHAT SUCCESS LOOKS LIKE Jay Sahourieh, Webtrends
  • 4. Who is Motorcycle Superstore?•  Largest pure eCommerce player in space –  Founded 1997 –  Gear, apparel, parts, and accessories for motorsports –  Over 150,000 active SKU’s –  Top 10 of all sporting good sites –  #197 on Internet Retailer•  Early technology adopter
  • 5. Staying Ahead of the Curve•  Visibility –  Knowing what’s working, what isn’t –  Taking appropriate action•  Enabling key technologies –  Advanced targeting –  Segmentation•  Better engagement –  Higher conversion –  Increased revenue
  • 6. Evolving a Successful Online BusinessA CULTURE OF TESTING Jason Miller, Motorcycle Superstore
  • 7. Changing HIPPO Culture•  Who drives decisions?
  • 8. Testing: Know for Certain•  Best performance from all pages•  Facts, not opinions•  CTA buttons, colors, placement, content•  Test everything!
  • 9. Test to Significance•  Winning content becomes obvious•  Deploy winner across platforms & devices
  • 10. What did we test first? Shopping cart.•  Tactical tests•  Fast results•  Significant impact
  • 11. Making Checkout Easier
  • 12. Improving Delivery Date Visibility
  • 13. Showing “Pay with Credit Card”
  • 14. Removing Pre-Checkout Roadblocks
  • 15. Maximize Your Marketing Spend•  It’s not all about the shopping cart•  Look for data points to improve customer experience –  Email campaigns –  SEM conversion
  • 16. Mobile Detect and Redirect
  • 17. Since Those Tests…•  Integrated testing into standard practices•  Agile, nimble, responsive•  Testing evolves with our business
  • 18. New Addition: Webtrends Streams•  Browse 3 or more jackets, get promo for jackets—seizing the moment of interest
  • 19. Putting Segments to WorkOPTIMIZING ALL CHANNELS Allen Harper, Motorcycle Superstore
  • 20. Users On the Go Drive Multi-Channel Needs
  • 21. Segments Within OptimizeEnsure We Hit Our Targets User Targeting •  Mobile Devices •  Geo-Location Targets •  Ride Style Utility Segmentation •  Sale/Non-Sale •  Marketing Channel Filtration
  • 22. Webtrends Alerts… Something’s Amiss with the iPad Users
  • 23. “Hovering” Blocks the FunnelNo-Hover State Hover State
  • 24. Isolating the Problem
  • 25. Throttling the Traffic•  Only iPad users•  100% iPad traffic
  • 26. What We Tested: Finding an Optimal•  Variation 1: Display color options all the time•  Variation 2: Do not display color options
  • 27. “Always Displayed” Creates Lift
  • 28. Old Method
  • 29. New Method: Across All Channels
  • 30. “Always Be Testing”
  • 31. In Conclusion…OPTIMIZATION DRIVESSUCCESS Jay Sahourieh, Webtrends
  • 32. Data Driven Culture•  Test to determine what’s best for the user experience at an individual level –  Keep customers onsite –  Keep customers coming back•  Better data = better targeting –  Provides better customer experience –  Leads to increased revenue
  • 33. Top 3 Take-Aways1.  Make testing part of your business2.  Optimize across channels3.  Use targeting to provide a better customer experience
  • 34. Thank