Advanced Conversions: Testing, Techniques and Localization Bill Yucatonis Vice President of Marketing Everest Gaming

Unique International Focus We focus on international markets and take great pride in our deep localization marketing expertise: Since our creation in 1997, Everest Affiliates has become a reliable leader in international affiliate marketing. Everest Affiliates offers Award-winning gaming platforms and a state-of-the-art affiliate portal. Everything we do - software, websites, marketing materials and customer service – is localized in 15 languages. June 6, 2009

Unique International Focus

We focus on international markets and take great pride in our deep localization marketing expertise:

Since our creation in 1997, Everest Affiliates has become a reliable leader in international affiliate marketing.

Everest Affiliates offers Award-winning gaming platforms and a state-of-the-art affiliate portal.

Everything we do - software, websites, marketing materials and customer service – is localized in 15 languages.

We need each other – but things have changed. Relies on 3 rd Parties More the better Control not needed Chase the money Loyalty not needed One or two tricks Brand Protection Channel Conflict Measure, Measure Mistrust. Reliability. Partnership Robust (Agile) Machine June 6, 2009 MARKETERS AFFILIATES

Relies on 3 rd Parties

More the better

Control not needed

Chase the money

Loyalty not needed

One or two tricks

Brand Protection

Channel Conflict

Measure, Measure

Mistrust. Reliability.

Partnership

Robust (Agile) Machine

UNDERSTANDING CONVERSIONS WHAT ARE THESE LINES IN MY WEB LOGS? Section 1: June 6, 2009

Section 1:

What’s your test: Reverse Engineer to Find it. Good News! You already know your best visitors. June 6, 2009

What’s your test: Reverse Engineer to Find it.

Good News! You already know your best visitors.

Now work backwards. Segment them. How did they convert? Where did they come from? June 6, 2009

Now work backwards.

Segment them.

How did they convert?

Where did they come from?

Attack like a real life experience. Question: If you had two retail stores selling the same product, and store A was outperforming store B, what do you do? Answer: You analyze salespeople, location, signage, merchandising etc. Right! Do you treat web marketing differently? Many take the fire hose approach. If 100 people come to my site and 5 do what I want, then to get 10 people to convert I need to drive 200 people to my site. I’ll just optimize my search rankings, right? June 6, 2009

Attack like a real life experience.

Question: If you had two retail stores selling the same product, and store A was outperforming store B, what do you do?

Answer: You analyze salespeople, location, signage, merchandising etc. Right!

Do you treat web marketing differently?

Many take the fire hose approach.

If 100 people come to my site and 5 do what I want, then to get 10 people to convert I need to drive 200 people to my site. I’ll just optimize my search rankings, right?

3 types of visitors to your website: No’s: those that will never take a desired action Yes’s: those that will always take a desired action Maybe’s: those that just may take a desired action No’s No-Maybe’s Maybe’s Yes – Maybe’s Current conversion rate Maximum conversion rate Focus Area June 6, 2009

3 types of visitors to your website:

No’s: those that will never take a desired action

Yes’s: those that will always take a desired action

Maybe’s: those that just may take a desired action

Persuasive Architecture Create Persuasive Momentum Who are we trying to persuade? What is the action we want someone to take? What does that person need in order to feel confident taking that action? Building the Momentum: Driving Point Funnel Points Resolving Doors Waypoints Conversion Beacon Conversion Point June 6, 2009

Create Persuasive Momentum

Who are we trying to persuade?

What is the action we want someone to take?

What does that person need in order to feel confident taking that action?

Building the Momentum:

Driving Point

Funnel Points

Resolving Doors

Waypoints

Conversion Beacon

Conversion Point

My Golden Marketing Rule: Control EVERYTHING you can. Campaigns that can be controlled Main Offer Navigation Homepage [front door] Custom Page [deep link] Enters your Site Warm Transfer Unknown traffic that can’t be directed Their Offer Conversion Be a traffic cop! Serve the most relevant as you can assume. This is where you test for certainty. Push your account manager to continue the custom momentum 1 2 3 June 6, 2009

My Golden Marketing Rule: Control EVERYTHING you can.

The single biggest mistake advertisers have is not seeing their traffic as real people. Personas act as a representative stand-in for a large class of representative visitors of your site Name and picture Demographics (age, ethnicity, family status) Job title and professional responsibilities Goals and tasks related to your site Personal environment (physical, social, tech) A quote that sums up this person – personality is key June 6, 2009

The single biggest mistake advertisers have is not seeing their traffic as real people.

Personas act as a representative stand-in for a large class of representative visitors of your site

Name and picture

Demographics (age, ethnicity, family status)

Job title and professional responsibilities

Goals and tasks related to your site

Personal environment (physical, social, tech)

A quote that sums up this person – personality is key

Personas – see your customers as real. Karl Schmidt Karl is in his early twenties and attends University. Karl cares about fashion, being “cool” and escaping every once in a while in his music or games. He’s an avid poker player. 20-year-old German college student Single, but in a relationship Clerk at a local internet café part-time Influencer for new gadgets amongst his peers Spends a lot of his time on the internet Social networking is how he communicates with friends Always wants the “latest and greatest” – fashion, gadgets, gear, etc Quote: “Poker is cool because I can win money, have fun, and get an adrenaline rush anytime I want from campus” June 6, 2009

Personas – see your customers as real.

20-year-old German college student

Single, but in a relationship

Clerk at a local internet café part-time

Influencer for new gadgets amongst his peers

Spends a lot of his time on the internet

Social networking is how he communicates with friends

Always wants the “latest and greatest” – fashion, gadgets, gear, etc

Quote: “Poker is cool because I can win money, have fun, and get an adrenaline rush anytime I want from campus”

Create a total impression of personality (locally). eCRM Every email and in-game communication Events Those that are supported and those that are created Media Where we engage consumers and how Activation WSOP Final table activation Home Assets Web sites, in-game and all owned-channels Creative Creative executions at all touch-points Team Everest Ambassadors being embodiment of brand It’s not about how much you spend …

TESTING AND ANALYSIS LET THE TESTING BEGIN – WAIT; HOW? Section Two: June 6, 2009

Section Two:

Getting Started Checklist External Factors Seasonal traffic or bumps? Any major news or significantly new marketing? Introducing any new products/services? Competition landscape? Traffic Sources and the Site What sources will you use? What’s the current baseline? Anything off-limits? What’s been tested in the past? June 6, 2009

Getting Started Checklist

External Factors

Seasonal traffic or bumps?

Any major news or significantly new marketing?

Introducing any new products/services?

Competition landscape?

Traffic Sources and the Site

What sources will you use?

What’s the current baseline?

Anything off-limits?

What’s been tested in the past?

Types of Variables Page components Page itself Headline Promotion Banner or graphic (style,placement) Content (keywords, tone, length) Page Environment Colors Navigation Structure Legitimacy June 6, 2009

Types of Variables

Page components

Page itself

Headline

Promotion

Banner or graphic (style,placement)

Content (keywords, tone, length)

Page Environment

Colors

Navigation

Structure

Legitimacy

Types of Testing Just do it. Creative Testing: Pushing your partner to help you compete Knowing why, where and what Full Page/Full Site Testing: A/B Split Testing Compare design A to design B in its entirety Multivariate Testing Full factorial Google Web Optimizer Fractional factorial Taguchi, Latin Squares, Plackett-Burman June 6, 2009

Types of Testing

Just do it.

Creative Testing:

Pushing your partner to help you compete

Knowing why, where and what

Full Page/Full Site Testing:

A/B Split Testing

Compare design A to design B in its entirety

Multivariate Testing

Full factorial

Google Web Optimizer

Fractional factorial

Taguchi, Latin Squares, Plackett-Burman

Creative Testing Push your program to help you understand what type of creative will work on your site. Hold us accountable , and test to prove it. June 6, 2009

Creative Testing

Push your program to help you understand what type of creative will work on your site. Hold us accountable , and test to prove it.

Full-Page  A/B Testing A simple A/B split test is the single most effective micro-testing technique that will help you optimize your conversion rate. June 6, 2009

Full-Page  A/B Testing

A simple A/B split test is the single most effective micro-testing technique that will help you optimize your conversion rate.

Full Page  Multivariate Testing A multivariate (MVT) test enables you to test multiple elements simultaneously. You can test more elements at once, and you also get information about which elements were significant. June 6, 2009

Full Page  Multivariate Testing

A multivariate (MVT) test enables you to test multiple elements simultaneously.

You can test more elements at once, and you also get information about which elements were significant.

Selecting a Full Page Testing Method A/B Testing Less than 25 conversions per day Testing a full page redesign Testing less than 10 recipes Testing just a single variable (e.g. offer or headline) You only have the time or resources to do one test Multivariate (full or fractional factorial) >25 conversions per day >10 recipes Testing multiple page variables Need to explain/understand main effects June 6, 2009

Selecting a Full Page Testing Method

A/B Testing

Less than 25 conversions per day

Testing a full page redesign

Testing less than 10 recipes

Testing just a single variable (e.g. offer or headline)

You only have the time or resources to do one test

Multivariate (full or fractional factorial)

>25 conversions per day

>10 recipes

Testing multiple page variables

Need to explain/understand main effects

There is no Free Lunch. Sacrifice a small dip for a big gain. Be willing to suffer short term gain for possible large long-term increases Collect Enough Data. Don’t watch the pot boil. This is a common mistake that can lead to both incorrect assumptions, or worse: optimizing on the fly. Get to a confidence level (90+%) you feel comfortable with Don’t forget about delayed conversions. Rev share comes in over time, so set milestones that you can benchmark results to. CPAs may have hurdles as well. June 6, 2009

There is no Free Lunch.

Sacrifice a small dip for a big gain.

Be willing to suffer short term gain for possible large long-term increases

Collect Enough Data.

Don’t watch the pot boil.

This is a common mistake that can lead to both incorrect assumptions, or worse: optimizing on the fly.

Get to a confidence level (90+%) you feel comfortable with

Don’t forget about delayed conversions.

Rev share comes in over time, so set milestones that you can benchmark results to.

CPAs may have hurdles as well.

Take a risk. Don’t settle. Design for them. Be Local. Through the lens of your customer. Identify a control. Strive for better. Leverage your account manager. June 6, 2009 Bill Yucatonis Vice President of Marketing Itsik Akiva Business Development Manager Dorrit Borensztajn Regional Director

Take a risk. Don’t settle.

Design for them. Be Local.

Through the lens of your customer.

Identify a control. Strive for better.

Leverage your account manager.