Engage EMEA 2010 - Site Optimisation Business Justification


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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
  • Due to:Lost opportunitiesWasted moneyLack of relevanceNot learning /improvingGuessing rules
  • SEOThe more relevant the content to the search phrases, the higher the ranking and an optimized page should be by definition, more relevantMany of the actions required to optimize success events improve overall SEO includingHeadlines, content, reduced complexity, copy focus, etc.PaidRelevancy will also increase your PageRank and lower the bids required to achieve a certain level on a SERPService CostsMaking it easier to complete the task will reduce the number of calls, email, and chat sessionsBrandAnd, overall a better experience enhances the perception and value of your brand
  • Strategist/AnalystOverall strategyPlanningTest design and recipesResults analysisRecommendationsWeb DevPage builds – structuralPage instrumentation – in-placeValidation/QATroubleshootingCreativeEval current creative against audiences and goalsCreative strategyDesign for test
  • Engage EMEA 2010 - Site Optimisation Business Justification

    1. 1.
    2. 2. PRODUCTS<br />DIGITALMARKETINGMATURITYMODEL (DM3)<br />Introduction<br />Social Measurement<br />Manage Your Brand<br />Ads<br />Apps<br />Drive Traffic to Your Site<br />Optimize<br />Optimize Your Results<br />Visitor Data Mart<br />Segments<br />Score<br />Understand and EnhanceYour Business<br />Analytics<br />Open APIs<br />Open Exchange<br />Integrate into YourEcosystem<br />PARTNERS<br />
    3. 3. Introduction<br />Analytics<br />Optimize<br />
    4. 4. Site Optimisation Business Justification<br />Bob Garcia, Webtrends<br />
    5. 5. site optimisation can make you…<br />A MARKETING SUPERHERO!<br />
    6. 6. what is Site Optimisation? <br />
    7. 7. Website Optimisation Involves…<br />Ongoing discipline striving to improve content relevancein order to maximize conversions.<br />Site Optimisation Tactics:<br />a/b testing<br />multivariate testing<br />analytics<br />segmentation<br />targeting<br />personalization<br />
    8. 8. What Can be Optimised?<br />Typical areas of focus:<br />LEAD GENERATION<br />SELF-SERVICE<br />ECOMMERCE<br />CONTENT<br />Opportunities:<br />websites<br />mobile<br />facebook<br />carts/funnels<br />segments<br />
    9. 9. defining the OPPORTUNITY<br />
    10. 10. Current Situation<br />According to: <br />Only26% of surveyed marketers currently use testing on their primary Web sites.<br />1October 20, 2009 – Forrester, “The Online Testing Vendor Landscape,” by John Lovett for Customer Intelligence Professionals<br />
    11. 11. Importance Grows<br />eMarketer forecasts:<br /><ul><li>Double-digit globalgrowth.
    12. 12. $61.8BGlobal spend
    13. 13. AAGR >10% thru 2014.</li></li></ul><li>Optimisation is a Priority<br />Online tactics used vs. planned on public-facing websites for 2010<br />88% growth<br />111% growth<br />
    14. 14. examining RETURN ON INVESTMENT<br />
    15. 15. Why Optimize? <br />ONE REASON WHY?<br />To Get a Bigger…<br />
    16. 16. and the INTANGIBLEvalue<br /><ul><li>Improved SEO
    17. 17. Improved PageRank
    18. 18. Lower Service Costs
    19. 19. Happier Customers
    20. 20. Increased brand equity</li></li></ul><li>Investment & Costs<br />CONSIDER THE ASSOCIATED<br />Technology platform<br /><ul><li>₤4K - ₤ 15K/mo volume & capabilities dependent</li></ul>Resources(existing or incremental)<br /><ul><li>Strategist/Analyst
    21. 21. Web developer
    22. 22. Creative</li></li></ul><li>a couple of comparative<br />ROI Calculations<br />Before<br />After<br />(Gain from Investment – Cost of Investment)<br />ROI =<br />Cost of Investment<br />
    23. 23. ROI Example - Lead Generation (B2B)<br />
    24. 24. Case Study – eMarketer<br />Vertical: Media/Publishing<br />Objective: Boost Yearly Professional Newsletter Subscription<br />Results: <br />Refocused page to the professional value of the marketing reports<br />High efficiency through funnel/form reduction (2 to 1 pages)<br />Dramatically decreased abandonment with offer and price testing<br />Control Page<br />MVT Winner<br />53% Increase in Subscriptions<br />1<br />2<br />3<br />4<br />
    25. 25. Case Study – Microsoft<br />Vertical: Online Consumer Services<br />Objective: Increase subscriptions for Microsoft Office Live<br />Results: <br />Improved conversions by reducing and tightening copy<br />The new icons significantly outperformed the originals <br />Evolved layout provided a clearer call to action<br />47% Increase in Subscriptions<br />Control Page<br />MVT Winner<br />1<br />2<br />3<br />
    26. 26. Unique Insight – Multivariate Testing <br />Factor Significance<br />Main Content<br />(High)<br />Bottom Content*<br />(Medium)<br />Social Media Bar<br />(Insignificant)<br />*The winner for the Bottom Content factor was “Off (no content)” so no content is shown in its position<br />
    27. 27. Identifying RISKS & CHALLENGES<br />
    28. 28. 5frequent hurdles you’ll need to overcome<br />
    29. 29. Most Senior / Expensive Opinions Rule  HIPPO factor <br />| hurdle 1 of 5<br />
    30. 30. Without Strategy & Talent, People Get Lost<br />| hurdle 2 of 5<br />
    31. 31. Ready, Fire, Aim! Approach with Optimisation<br />| hurdle 3 of 5<br />
    32. 32. Not Using Data to Get You There <br />| hurdle 4 of 5<br />
    33. 33. Inertia “We’ve Always Done Things That Way!”<br />| hurdle 5 of 5<br />
    34. 34. Business Benefits<br />Relevance<br />Revenue<br />Customer Satisfaction<br />Incremental £500k! <br />10% reduction in support calls!<br />18% boost in leads!<br />33% lift in conversions<br />17% increase in conversions!<br />
    35. 35.
    36. 36. Bob Garcia<br />(e) bob.garcia@webtrends.com<br />(t) @bob_garcia<br />Hugh Kimber<br />(e) hugh.kimber@webtrends.com<br />(o) +44 (0) 1784 415720<br />
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