• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
MarketingSherpa + Webtrends - Landing Page Optimization
 

MarketingSherpa + Webtrends - Landing Page Optimization

on

  • 1,658 views

 

Statistics

Views

Total Views
1,658
Views on SlideShare
1,655
Embed Views
3

Actions

Likes
2
Downloads
35
Comments
0

3 Embeds 3

http://twitter.com 1
https://si0.twimg.com 1
http://www.gleanster.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Lissa to speak to this slide
  • Lissa to speak to this slide
  • Lissa to speak to this slide
  • Lissato speak to this slide:Webtrends Optimization solutions increase online conversion and revenue. We provide testing, segmentation, and targeting solutions to enterprises in eCommerce, travel, financial services, and more. Our methodology is founded on principles shared by Marketing Sherpa, and we ensure our customers’ success by providing not just technology, but also expertise and guidance in order to create meaningful conversion lift and learnings for our customers
  • Sherpa to speak to this slide
  • Sherpa to speak to this slide
  • Sherpa to speak to this slide
  • Sherpa to speak to this slide
  • Sherpa to speak to this slide
  • Sherpa to speak to this slide
  • Sherpa to speak to this slide
  • Sherpa to speak to this slideTaken from 2012 BMR: While 47% of marketers use optimization testing to inform customer theory, there is still room for improvement, with more than half of marketers failing to fully deploy optimization within their organizationsIt is interesting that agencies reported they were roughly 66% more likely to use optimization lessons to transform their customer theory, with 60% of marketers inside marketing agencies using testing to influence customer theory, messaging and segmentation strategies.
  • Sherpa to speak to this slide
  • Sherpa to speak to this slideSummary of Boris Commentary: One sentiment that many LPO marketers have is frustration. Decisions that affect the performance of a website are often being made by C-Suite or organizational committees and not on results of test data.
  • Sherpa to speak to this slideSummary of Boris Commentary: Over 2/3 of the survey respondents are involved in LPO testing in some form.
  • Sherpa to speak to this slide.Summary of Boris Commentary: Over 2/3 of the survey respondents are involved in LPO testing in some form.
  • Kirk to speak to this slide
  • Kirk to speak to this slide
  • Sherpa to speak to this slide.
  • Sherpa to speak to this slide.
  • Sherpa to speak to this slide.These are the three most important and often misunderstood elements of statistical significance.
  • Sherpa to speak to this slide.
  • Sherpa to speak to this slide.
  • Sherpa to speak to this slide.
  • Sherpa to speak to this slide.
  • Kirk to speak to this slideChanged: “You can’t blindly trust your tools” to “You can’t trust data in isolation”We use stabilization as our indicator to show validity. This helps with challenges to validity.
  • We do not need this level of detail
  • We do not need this level of detail
  • We do not need this level of detail
  • We do not need this level of detail
  • JONKirk to weigh in and comment on waiting until the tests have stabilized
  • Kirk to speak to this slideKirk’s notes: Stabilization and why it is important to LPO:·         To help ensure accurate testing results, a method we use here at Webtrends is to watch the cumulative conversion rate of the different experiments stabilize (or become consistent) while the test is running.o   Early in the test, each experiment may have a conversion rate that changes dramatically.o   As each experiment receives more data, the conversion rate will become more stable or consistent.o   This help us know when the test is trending towards completion & ensure we are making an accurate prediction about which experiment is the winner.§  This is in conjunction with statistical significance.
  • Plain English Definition: Selection effect occurs when we wrongly assume some portion of the traffic represents the totality of the traffic
  • Plain English Definition: Something happens in the outside world that causes flawed data in the testThis is an example of bad historical assumptions of correlation vs. causality from the book Freakonomics; in which scientists associated ice cream as the cause of Polio. The reason for this was because of the spikes in both polio cases and ice cream during the summer months.
  • Plain English Definition: Something happens in the outside world that causes flawed data in the testThis is an example of bad historical assumptions of correlation vs. causality from the book Freakonomics; in which scientists associated ice cream as the cause of Polio. The reason for this was because of the spikes in both polio cases and ice cream during the summer months.
  • Plain English Definition: when a test variable is affected by a change in the measurement instrument
  • Kirk to speak to this slide
  • Lissa to speak to this slide