Engage EMEA 2010 - Optimize Hands-on Lab

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  • IntroSetup story – MSFT backgroundPaint frustrations/challenges:New line of businessOpinions and guessing3 comp and pick 1 approachQuestions they were askingWho is our customer/market?What content, messaging and layouts will maximize conversions?How do move away from guessing?Maybe you’ve had questions like theseToday I’ll be talking aboutI’m guessing that you’re probably
  • Using web analytics to ID areas of opportunityHigh bounce rate on a landing pageFunnel drop off through sales processLow conversion rate on form completesUnderstand your marketing investmentsPaid search leading to product pagesEmail marketing into offersSEO into home pageConsider the business value of opportunitiesLead form’s 10% CR drives $10M in salesProduct sales funnel 1.8% CR generates $18M in salesMedia site’s 42PVs/visitor success event translates into $3M in ad revenue
  • Using web analytics to ID areas of opportunityHigh bounce rate on a landing pageFunnel drop off through sales processLow conversion rate on form completesUnderstand your marketing investmentsPaid search leading to product pagesEmail marketing into offersSEO into home pageConsider the business value of opportunitiesLead form’s 10% CR drives $10M in salesProduct sales funnel 1.8% CR generates $18M in salesMedia site’s 42PVs/visitor success event translates into $3M in ad revenue
  • Using web analytics to ID areas of opportunityHigh bounce rate on a landing pageFunnel drop off through sales processLow conversion rate on form completesUnderstand your marketing investmentsPaid search leading to product pagesEmail marketing into offersSEO into home pageConsider the business value of opportunitiesLead form’s 10% CR drives $10M in salesProduct sales funnel 1.8% CR generates $18M in salesMedia site’s 42PVs/visitor success event translates into $3M in ad revenue
  • Using web analytics to ID areas of opportunityHigh bounce rate on a landing pageFunnel drop off through sales processLow conversion rate on form completesUnderstand your marketing investmentsPaid search leading to product pagesEmail marketing into offersSEO into home pageConsider the business value of opportunitiesLead form’s 10% CR drives $10M in salesProduct sales funnel 1.8% CR generates $18M in salesMedia site’s 42PVs/visitor success event translates into $3M in ad revenue
  • Using web analytics to ID areas of opportunityHigh bounce rate on a landing pageFunnel drop off through sales processLow conversion rate on form completesUnderstand your marketing investmentsPaid search leading to product pagesEmail marketing into offersSEO into home pageConsider the business value of opportunitiesLead form’s 10% CR drives $10M in salesProduct sales funnel 1.8% CR generates $18M in salesMedia site’s 42PVs/visitor success event translates into $3M in ad revenue* Our site-wide tagging approach is the easiest solution currently available allowing an entire website to be “Optimize enabled” using a simple, common tag on all pages.  This tag has been thoroughly tested with W3C compliant HTML as well as hundreds of real-world web pages. Because some web pages are not W3C compliant or have unique tagging situations, we provide a simple configuration file that allows site-wide tagging to be disabled on any individual page that has an issue so that Optimize can still be universally set-up. 

Transcript

  • 1.
  • 2. Optimize Hands On Lab Time to Get Your Hands Dirty
    Bob Garcia, Webtrends
  • 3. Site Assessments 101
  • 4. Site Assessment…
    Process:
    Page selection
    Identifying objectives
    Break down page’s core components
    Optimization hypothesis
    Optimization tactic selection
    A/B, MVT or Target
    Your job:
    Take 5 minutes to capture your ideas on your print out
  • 5. 5minutes to document ideas
  • 6. Digital Catalog Overview
    Major opportunities:
    • This Is It Products Page
    • 7. Checkout Funnel
    • 8. Music Downloads
    • 9. Michael Jackson site
  • Main Optimisation Opportunities
    Design and Template
    • Determine content that should exist
    • 10. Determine ideal presentation
    User experience
    • Remove “friction”
    • 11. Determine optimal processes
    Offer 2
    Headline
    Hero shot
    Copy
    CTA
    Description
    Offer 3
  • 12. Sony | This is It Product Page
    What headline?
    What copy will motivate action
    Which offer? Existing or new?
    Is the call to action text strong enough?
    Button color?
    How would including the amount of savings impact sales?
    More or less text?
    Use of 3rd party “trust” logos, payment methods, or testimonials?
    Block versus bulleted text?
  • 13. MICHAEL JACKSON’S THIS IS IT MOVIE
    level 1:
    THIS IS IT MOVIE + POSTER SET
    level 2:
    level 1 (original text)
    level 1:
    level 2:
    level 1:
    BUY NOW
    level 2:
    BUY NOW
    level 2 (bulleted copy, larger font, 4-star review)
    Level 1: Off
    Level 2: LIMITED EDITION PACKAGE
    Layout: Primary conversion highlighted on top ½ of page. Secondary conversions on lower ½ of page.
    Level 1: Original text
    Level 2: Information in pop-up window
  • 14. GameStop
    Major opportunities:
  • GameStop Home page
    Navigation bar
    - Categories order?
    - Naming?
    Product sidebar
    - On vs. Off?
    - Size?
    Newsletter
    - Location?
    - Validations – testimonials?
    Primary content
    - Design style?
    - HTML versus flash?
    - What offers?
    Middle content
    - Image size?
    - Games shown?
    - Use of Descriptions?
    Lists
    - Location?
  • 19. The Multivariate test process
    “My Azul” loyalty program marketing
  • 20. Strategy
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
    Evaluate - General opportunity assessment
    Use web analytics to ID areas of opportunity
    Know your marketing investments/priorities
    PPC, Social, Email, Display, etc.
  • 21. Test Selection
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
    Picking a page to optimise. Things to consider:
    Simple and easily measurable conversion objectives
    Clear marketing goals
    Shared understanding of importance
  • 22. Test Planning
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
    How and what to test?
    Test design options:
    Evaluate ideas & page elements to test
    Create recipe matrix & assets
    If multivariate test, select MVT approach:
    A/B/n
    Multivariate Testing
    Fractional Factorial
    Full Factorial
  • 23. Test Planning | Page Elements to Test
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
  • 24. Test Planning | Recipe Matrix
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
  • 25. Test Setup
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
    Set-up test in platform
    Execute your test recipe matrix
    Implement tags – site-wide* or on a per page basis
    QA content & conversion tracking
  • 26. Test Setup | Implementation
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
  • 27. Test Setup | How it Works
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
    1
    4
    3
    7
    A visitor’s browser requests a page from a Website being optimized by Webtrends
    The script calls Webtrends servers to record the page view and request test content
    The browser runs the Webtrends script as it begins to render the page
    The server renders reports and displays all analytics results in a Web-based dashboard
    Visitor
    Optimize
    User
    8
    Hosting Servers
    Test management and other optimization tasks are also performed in the Web-based tool
    5
    2
    6
    Conversion Event
    A Web page is returned by the hosting Web server.
    This server hosts all content
    Conversions are recorded as visitors reach a confirmation page or perform some other type of conversion event
    The server determines which experiment/target to display and tells the hosting server what content to return to the browser with no noticeable delay or flickering
  • 28. Test Setup | Webtrends Optimize
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
  • 29. Test Setup | Preview Experiments
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
  • 30. Test Activation
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
    Go!
  • 31. Reporting & Analysis
    Strategy | Test Selection | Test Planning | Test Setup | Test Activation | Reporting & Analysis
  • 32. our VISION
  • 33. Roadmap Themes
    • Webtrends Portfolio Integration
    • 34. Visitor Data Mart
    • 35. Analytics
    • 36. Apps
    • 37. Visual Editing
    • 38. Predictive Recommendations
    Roadmap Visualisation
  • 39.
  • 40. Bob Garcia
    (e) bob.garcia@webtrends.com
    (t) @bob_garcia
    Hugh Kimber
    (e) hugh.kimber@webtrends.com
    (o) +44 (0) 1784 415720