Omniture Sponsored Workshop

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Close the Deal: Techniques and Technology That Will Increase Your Conversion Rates — Omniture Sponsored Workshop

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Omniture Sponsored Workshop

  1. 1. Close the Deal Techniques and Technology That Will Increase Your Conversion Rates Adam Justis Sr. Manager Product Marketing John Broady Executive Director, Omniture Digital
  2. 2. Agenda Start the Conversion Conversation – Adam Justis Putting it into Practice – John Broady • Case Studies • Call for Volunteers – an optimizing look at your landing pages / Web sites iMac Giveaway 2 © 2009 Omniture Inc
  3. 3. NUMERATOR Manage conversions from both the DENOMINATOR 3 © 2009 Omniture Inc
  4. 4. ~ $23 billion* was spent on online search and display ads in 2008 ~ $250 million** was spent on site optimization and site-side behavioral targeting in 2008 For every $80 spent online to acquire traffic, $1 is spent to proactively convert this traffic! Where is the ? * eMarketer ** Forrester 4 © 2009 Omniture Inc
  5. 5. 5 © 2009 Omniture Inc
  6. 6. The sites that should convert 2 to 3 percent of their traffic are the exception, not the rule. I've long stated that sites that convert less than 10 percent should be concerned. Bryan Eisenberg, Co-Founder Future Now, Inc. 6 © 2009 Omniture Inc
  7. 7. Top 10 Online Retailers – February 2009 By Conversion Rate (%) Source: Nielsen Online, MegaView Retail 7 © 2009 Omniture Inc
  8. 8. Hope is not a strategy 8 © 2009 Omniture Inc
  9. 9. Web sites have historically been monologues Today, customers demand relevant dialogues 9 © 2009 Omniture Inc
  10. 10. Omniture Online Marketing Suite CMO DASHBOARDS Internet Enterprise Search CRM ONLINE CHANNEL VISITOR Ad Networks Kiosks CONVERSION ANALYTICS ANALYTICS ACQUISITION APPS APPS APPS APPS Ad Exchange Call Center Mobile POS OPEN BUSINESS ANALYTICS PLATFORM Video Teller Data Warehouse & APIs ONLINE MARKETING SUITE
  11. 11. Testing and targeting enable dialogues in several ways: • Sample your visitors to allow them to dictate best content and page layout • Deliver different content to different segments of visitors • Target content to individual customers based on their individual behavior 12 © 2009 Omniture Inc
  12. 12. A Virtuous Cycle for Conversions Deliver Test to an targeted audience experience Identify important segments 13 © 2009 Omniture Inc
  13. 13. Does it Work? “Although only about one-third of the market is currently testing… 79% of (these) companies have increased registrations per visit, 74% have improved customers’ satisfaction, and 68% have increased conversion rates.” 14 May 7, 2009 © 2009 Omniture Inc, Confidential & Proprietary
  14. 14. Putting it into Practice John Broady Executive Director, Omniture Digital
  15. 15. Decrease CPA & Increase Conversion Rates Automate landing page optimization Keyword Ad Copy Landing Page CPA Keyword 1 Ad Copy 1 Landing Page 1 $30 $50 Keyword 2 Ad Copy 2 Landing Page 2 $65 Keyword 3 Ad Copy 3 Landing Page 3 $95 16 © 2009 Omniture Inc
  16. 16. Integrate testing and measurement to reveal the most compelling and relevant content and executions Converting 30% less than general keywords landing page Goal: Increase “baby names” keywords landing page form completion 17 © 2009 Omniture Inc
  17. 17. C B E D 18 © 2009 Omniture Inc
  18. 18. Results Summary ORIGINAL: CONTROL WINNER: B TODAY Conversion Lift Confidence Rate 66% lift in conversion 19 © 2009 Omniture Inc
  19. 19. Shockwave.com • Casual games for moms & families • 15MM Unique Visitors/Month • Downloadable games with two revenue streams Goal: Increase subscription of premium service – Shockwave Unlimited 20 © 2009 Omniture Inc
  20. 20. Building Data – The Initial Test A B C D 21 © 2009 Omniture Inc
  21. 21. Building on Wins with Segmentation M-box areas in the conversion funnel used for reinforcement Game/Genre segmentation was most effective 22 © 2009 Omniture Inc
  22. 22. Test & Target Results • 10% increase in subscription conversion • 150% + increase in annual subs • 100% increase in subscription conversion from high traffic pages 23 © 2009 Omniture Inc
  23. 23. Geo-targeting for Demand Generation • Over 20 events nationwide • Web site accounts for 60% of ticket sales and virtually all of the business leads for higher end events • Only 10% of online visitors from a particular local market ever made it to the Live Events pages Goal: Increase local demand of Live Events 24 © 2009 Omniture Inc
  24. 24. Geo-targeting for Demand Generation • Geo-targeting of local Live Events • Modify the subsequent Web pages and checkout process • 400% ROI in 60 days 25 © 2009 Omniture Inc
  25. 25. Call for Volunteers? John Broady Executive Director, Omniture Digital
  26. 26. Takeaways Improve Stop Guessing – NUMERATOR Relevance to DENOMINATOR Create a Dialogue Increase Conversions “Testing, and learning from testing, should become central to any organization‟s decision making…It‟s time to replace „I‟ll bet‟ with „I know.‟” -Thomas Davenport, Harvard Business Review, February 2009 27 © 2009 Omniture Inc
  27. 27. Attributions • Photos: • Rusty bucket: http://www.flickr.com/photos/playingwithpsp/2312939343/ • Shoe Store: http://www.flickr.com/photos/cambalache/2352814719/ • Gutter: http://www.flickr.com/photos/evergreenkamal/2387590051/ • Fingers crossed: http://www.flickr.com/photos/spacecase/3410708170/ • Tin can phone: http://www.flickr.com/photos/38324365@N00/3086381646/

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