Advanced Conversions:  Testing, Techniques and Localization Bill Yucatonis Vice President of Marketing Everest Gaming
<ul><li>Unique International Focus </li></ul><ul><li>We focus on international markets and take great pride in our deep lo...
We need each other – but things have changed. <ul><li>Relies on 3 rd  Parties </li></ul><ul><li>More the better </li></ul>...
UNDERSTANDING CONVERSIONS WHAT ARE THESE LINES IN MY WEB LOGS? <ul><li>Section 1: </li></ul>June 6, 2009
<ul><li>What’s your test: Reverse Engineer to Find it. </li></ul><ul><li>Good News!  You already know your best visitors. ...
<ul><li>Now work backwards. </li></ul><ul><ul><ul><li>Segment them. </li></ul></ul></ul><ul><ul><ul><li>How did they conve...
<ul><li>Attack like a real life experience. </li></ul><ul><li>Question:  If you had two retail stores selling the same pro...
<ul><li>3 types of visitors to your website:  </li></ul><ul><ul><li>No’s:  those that  will never  take a desired action <...
Persuasive Architecture <ul><li>Create Persuasive Momentum </li></ul><ul><li>Who are we trying to persuade? </li></ul><ul>...
<ul><li>My Golden Marketing Rule: Control EVERYTHING you can. </li></ul>Campaigns that can be controlled Main Offer Naviga...
<ul><li>The single biggest mistake advertisers have is not seeing their traffic as real people.  </li></ul><ul><li>Persona...
<ul><li>Personas – see your customers as real. </li></ul>Karl Schmidt Karl is in his early twenties and attends University...
Create a total impression  of personality (locally). eCRM Every email and in-game communication Events Those that are supp...
TESTING AND ANALYSIS LET THE TESTING BEGIN – WAIT; HOW? <ul><li>Section Two: </li></ul>June 6, 2009
<ul><li>Getting Started Checklist </li></ul><ul><li>External Factors </li></ul><ul><ul><li>Seasonal traffic or bumps? </li...
<ul><li>Types of Variables </li></ul><ul><li>Page components </li></ul><ul><ul><li>Page itself </li></ul></ul><ul><ul><li>...
<ul><li>Types of Testing </li></ul><ul><li>Just do it. </li></ul><ul><li>Creative Testing: </li></ul><ul><ul><li>Pushing y...
<ul><li>Creative Testing </li></ul><ul><li>Push your program to help you understand what type of creative will work on you...
<ul><li>Full-Page    A/B Testing </li></ul><ul><li>A simple A/B split test is the  single most effective micro-testing te...
<ul><li>Full Page    Multivariate Testing </li></ul><ul><li>A multivariate (MVT) test enables you to test multiple elemen...
<ul><li>Selecting a Full Page Testing Method </li></ul><ul><li>A/B Testing </li></ul><ul><ul><li>Less than 25 conversions ...
<ul><li>There is no Free Lunch. </li></ul><ul><li>Sacrifice a small dip for a big gain. </li></ul><ul><ul><li>Be willing t...
<ul><li>Take a risk.  Don’t settle. </li></ul><ul><li>Design for them. Be Local. </li></ul><ul><li>Through the lens of you...
Upcoming SlideShare
Loading in …5
×

Advanced Conversions - Bill Yucatonis - Affilicon Fall 2008

582 views
531 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
582
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
30
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • This presentation is for those affiliates that want to compete in a more advance way. Listing is easy, and if it works it’s “free money” with little effort. But to really become an advanced affiliate you need to compete like a marketer and know and understand you traffic in a more advanced way
  • Advanced Conversions - Bill Yucatonis - Affilicon Fall 2008

    1. 1. Advanced Conversions: Testing, Techniques and Localization Bill Yucatonis Vice President of Marketing Everest Gaming
    2. 2. <ul><li>Unique International Focus </li></ul><ul><li>We focus on international markets and take great pride in our deep localization marketing expertise: </li></ul><ul><li>Since our creation in 1997, Everest Affiliates has become a reliable leader in international affiliate marketing. </li></ul><ul><li>Everest Affiliates offers Award-winning gaming platforms and a state-of-the-art affiliate portal. </li></ul><ul><li>Everything we do - software, websites, marketing materials and customer service – is localized in 15 languages. </li></ul>June 6, 2009
    3. 3. We need each other – but things have changed. <ul><li>Relies on 3 rd Parties </li></ul><ul><li>More the better </li></ul><ul><li>Control not needed </li></ul><ul><li>Chase the money </li></ul><ul><li>Loyalty not needed </li></ul><ul><li>One or two tricks </li></ul><ul><li>Brand Protection </li></ul><ul><li>Channel Conflict </li></ul><ul><li>Measure, Measure </li></ul><ul><li>Mistrust. Reliability. </li></ul><ul><li>Partnership </li></ul><ul><li>Robust (Agile) Machine </li></ul>June 6, 2009 MARKETERS AFFILIATES
    4. 4. UNDERSTANDING CONVERSIONS WHAT ARE THESE LINES IN MY WEB LOGS? <ul><li>Section 1: </li></ul>June 6, 2009
    5. 5. <ul><li>What’s your test: Reverse Engineer to Find it. </li></ul><ul><li>Good News! You already know your best visitors. </li></ul>June 6, 2009
    6. 6. <ul><li>Now work backwards. </li></ul><ul><ul><ul><li>Segment them. </li></ul></ul></ul><ul><ul><ul><li>How did they convert? </li></ul></ul></ul><ul><ul><ul><li>Where did they come from? </li></ul></ul></ul>June 6, 2009
    7. 7. <ul><li>Attack like a real life experience. </li></ul><ul><li>Question: If you had two retail stores selling the same product, and store A was outperforming store B, what do you do? </li></ul><ul><ul><li>Answer: You analyze salespeople, location, signage, merchandising etc. Right! </li></ul></ul><ul><li>Do you treat web marketing differently? </li></ul><ul><li>Many take the fire hose approach. </li></ul><ul><ul><li>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? </li></ul></ul>June 6, 2009
    8. 8. <ul><li>3 types of visitors to your website: </li></ul><ul><ul><li>No’s: those that will never take a desired action </li></ul></ul><ul><ul><li>Yes’s: those that will always take a desired action </li></ul></ul><ul><ul><li>Maybe’s: those that just may take a desired action </li></ul></ul>No’s No-Maybe’s Maybe’s Yes – Maybe’s Current conversion rate Maximum conversion rate Focus Area June 6, 2009
    9. 9. Persuasive Architecture <ul><li>Create Persuasive Momentum </li></ul><ul><li>Who are we trying to persuade? </li></ul><ul><li>What is the action we want someone to take? </li></ul><ul><li>What does that person need in order to feel confident taking that action? </li></ul><ul><li>Building the Momentum: </li></ul><ul><li>Driving Point </li></ul><ul><li>Funnel Points </li></ul><ul><li>Resolving Doors </li></ul><ul><li>Waypoints </li></ul><ul><li>Conversion Beacon </li></ul><ul><li>Conversion Point </li></ul>June 6, 2009
    10. 10. <ul><li>My Golden Marketing Rule: Control EVERYTHING you can. </li></ul>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
    11. 11. <ul><li>The single biggest mistake advertisers have is not seeing their traffic as real people. </li></ul><ul><li>Personas act as a representative stand-in for a large class of representative visitors of your site </li></ul><ul><ul><li>Name and picture </li></ul></ul><ul><ul><li>Demographics (age, ethnicity, family status) </li></ul></ul><ul><ul><li>Job title and professional responsibilities </li></ul></ul><ul><ul><li>Goals and tasks related to your site </li></ul></ul><ul><ul><li>Personal environment (physical, social, tech) </li></ul></ul><ul><ul><li>A quote that sums up this person – personality is key </li></ul></ul>June 6, 2009
    12. 12. <ul><li>Personas – see your customers as real. </li></ul>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. <ul><li>20-year-old German college student </li></ul><ul><li>Single, but in a relationship </li></ul><ul><li>Clerk at a local internet café part-time </li></ul><ul><li>Influencer for new gadgets amongst his peers </li></ul><ul><li>Spends a lot of his time on the internet </li></ul><ul><li>Social networking is how he communicates with friends </li></ul><ul><li>Always wants the “latest and greatest” – fashion, gadgets, gear, etc </li></ul><ul><li>Quote: “Poker is cool because I can win money, have fun, and get an adrenaline rush anytime I want from campus” </li></ul>June 6, 2009
    13. 13. 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 …
    14. 14. TESTING AND ANALYSIS LET THE TESTING BEGIN – WAIT; HOW? <ul><li>Section Two: </li></ul>June 6, 2009
    15. 15. <ul><li>Getting Started Checklist </li></ul><ul><li>External Factors </li></ul><ul><ul><li>Seasonal traffic or bumps? </li></ul></ul><ul><ul><li>Any major news or significantly new marketing? </li></ul></ul><ul><ul><li>Introducing any new products/services? </li></ul></ul><ul><ul><li>Competition landscape? </li></ul></ul><ul><li>Traffic Sources and the Site </li></ul><ul><ul><li>What sources will you use? </li></ul></ul><ul><ul><li>What’s the current baseline? </li></ul></ul><ul><ul><li>Anything off-limits? </li></ul></ul><ul><ul><li>What’s been tested in the past? </li></ul></ul>June 6, 2009
    16. 16. <ul><li>Types of Variables </li></ul><ul><li>Page components </li></ul><ul><ul><li>Page itself </li></ul></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Banner or graphic (style,placement) </li></ul></ul><ul><ul><li>Content (keywords, tone, length) </li></ul></ul><ul><li>Page Environment </li></ul><ul><ul><li>Colors </li></ul></ul><ul><ul><li>Navigation </li></ul></ul><ul><ul><li>Structure </li></ul></ul><ul><ul><li>Legitimacy </li></ul></ul>June 6, 2009
    17. 17. <ul><li>Types of Testing </li></ul><ul><li>Just do it. </li></ul><ul><li>Creative Testing: </li></ul><ul><ul><li>Pushing your partner to help you compete </li></ul></ul><ul><ul><li>Knowing why, where and what </li></ul></ul><ul><li>Full Page/Full Site Testing: </li></ul><ul><ul><li>A/B Split Testing </li></ul></ul><ul><ul><ul><li>Compare design A to design B in its entirety </li></ul></ul></ul><ul><ul><li>Multivariate Testing </li></ul></ul><ul><ul><ul><li>Full factorial </li></ul></ul></ul><ul><ul><ul><ul><li>Google Web Optimizer </li></ul></ul></ul></ul><ul><ul><ul><li>Fractional factorial </li></ul></ul></ul><ul><ul><ul><ul><li>Taguchi, Latin Squares, Plackett-Burman </li></ul></ul></ul></ul>June 6, 2009
    18. 18. <ul><li>Creative Testing </li></ul><ul><li>Push your program to help you understand what type of creative will work on your site. Hold us accountable , and test to prove it. </li></ul>June 6, 2009
    19. 19. <ul><li>Full-Page  A/B Testing </li></ul><ul><li>A simple A/B split test is the single most effective micro-testing technique that will help you optimize your conversion rate. </li></ul>June 6, 2009
    20. 20. <ul><li>Full Page  Multivariate Testing </li></ul><ul><li>A multivariate (MVT) test enables you to test multiple elements simultaneously. </li></ul><ul><li>You can test more elements at once, and you also get information about which elements were significant. </li></ul>June 6, 2009
    21. 21. <ul><li>Selecting a Full Page Testing Method </li></ul><ul><li>A/B Testing </li></ul><ul><ul><li>Less than 25 conversions per day </li></ul></ul><ul><ul><li>Testing a full page redesign </li></ul></ul><ul><ul><li>Testing less than 10 recipes </li></ul></ul><ul><ul><li>Testing just a single variable (e.g. offer or headline) </li></ul></ul><ul><ul><li>You only have the time or resources to do one test </li></ul></ul><ul><li>Multivariate (full or fractional factorial) </li></ul><ul><ul><li>>25 conversions per day </li></ul></ul><ul><ul><li>>10 recipes </li></ul></ul><ul><ul><li>Testing multiple page variables </li></ul></ul><ul><ul><li>Need to explain/understand main effects </li></ul></ul>June 6, 2009
    22. 22. <ul><li>There is no Free Lunch. </li></ul><ul><li>Sacrifice a small dip for a big gain. </li></ul><ul><ul><li>Be willing to suffer short term gain for possible large long-term increases </li></ul></ul><ul><li>Collect Enough Data. </li></ul><ul><li>Don’t watch the pot boil. </li></ul><ul><ul><li>This is a common mistake that can lead to both incorrect assumptions, or worse: optimizing on the fly. </li></ul></ul><ul><ul><li>Get to a confidence level (90+%) you feel comfortable with </li></ul></ul><ul><li>Don’t forget about delayed conversions. </li></ul><ul><ul><li>Rev share comes in over time, so set milestones that you can benchmark results to. </li></ul></ul><ul><ul><li>CPAs may have hurdles as well. </li></ul></ul>June 6, 2009
    23. 23. <ul><li>Take a risk. Don’t settle. </li></ul><ul><li>Design for them. Be Local. </li></ul><ul><li>Through the lens of your customer. </li></ul><ul><li>Identify a control. Strive for better. </li></ul><ul><li>Leverage your account manager. </li></ul>June 6, 2009 Bill Yucatonis Vice President of Marketing Itsik Akiva Business Development Manager Dorrit Borensztajn Regional Director

    ×