Dynamic Testing Approaches for Conversion Success - DigitalLON

Dynamic testing approaches for conversion success
Ben Seymour | Solution Specialist

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Today‟s objective

 My objective for the next 20-30 minutes is to:
 Increase awareness of some of the great tools available to help you with
your online conversion optimisation
 Discuss how they might be initially implemented quite simply
 Show some great product synergies
 Explore opportunities to invigorate your creative workflows

© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Today‟s session

 Exploring the power of Dynamic SaaS based Rich Media coupled with a
capable AB/MVT testing and targeting tool can facilitate hitting the sweet
spot for conversion optimization.

 Brief Test & Target overview
 Brief Scene7 overview
 Explore some synergistic workflows


Adobe Digital Marketing Suite
Media & Financial Travel &
Retail Entertainment Services B2B High Tech Hospitality
SOLUTIONS

Optimization
Demdex
SearchCenter + Test&Target Scene Recommendations Search & Promote Publis
7 h
PRODUCTS

Analytics
SiteCatalyst Discover SocialAnalytics Survey Insight

Platform
Genesis DigitalPuls DataWarehouse
e


2 minute T&T - Product Overview

1. Iteratively test and target content to improve relevance & increase conversions
2. Identify & execute multiple A/B and multivariate (MVT) tests as needed
3. Measure effectiveness and improve content relevance across online channels
4. Increase relevance through segmentation, targeting and personalization
5. Intuitive interfaces to deploy tests quickly and improve targeting

“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


2 minute T&T : What is an mBox?

 mBox = „a marketing box‟
 An area of your page that
is controlled by the AB
tool
 mBoxes can test
individual elements

Potential Mbox Areas


2 minute T&T : Code the page (add an mBox)

 Reference mbox.js in the <head> <div class="mboxDefault">
 Wrap default content with mbox … default content goes here
code … likely to be as-is today

 Create conversion mboxes </div>
where appropriate <script type="text/javascript“>
mboxCreate('home_left_nav');
</script>

 (Good naming conventions are key)

Default Content
Mbox Name


Discover segments which conversion uplift

Objective: leverage insight that visitors who engage in more “how it works”
content have a higher conversion rate.
Method: Target specific customers who perform a certain action with more
key content on first page of funnel
Control Winner

a

Results: 10% lift in conversion rate versus control

Optimization Strategy: What to Test

Impactful testing generally follows the following order:

1 Real Estate 2 Presentation
 Location  What it looks like

 Size Function
 Existence  What it does

 Position  How its programmed
 What happens when I click on it
Copy
 What it says


2 minute Scene7 : Product Overview

 Adobe Scene7 is the leading on-demand rich media
platform that enables companies to grow revenues,
enhance customer experience and cut production costs.
This easy-to-use, Web-based system gives business
users the control to upload, manage, enhance, publish
and deliver dynamic rich content with minimal IT
support. It is performance optimized to dynamically
generate and deliver unlimited variations from master
imagery – shortening time to market and drastically
reducing costs.

It‟s like having a load of Photoshop‟s power - controlled via a URL

0

2 minute Scene7 : Selection of customers

11

2 minute Scene7 : Cross-Media Publishing Workflow

Seamlessly integrates with existing systems and workflow

2
SPS

2 minute Scene7 : Single Master Media, Single URL

 Sizing
 Template
 FlashBanner

Select customers dynamically serving content via
Scene7:
13

Scene7: Putting the „sizzle‟ in your web experience

4

Discovering and leveraging those sweet spots

Right assets Understand what Right experiences
customers are trying to do


Scene7 and T&T – optimize marketing execution: Testing and personalization

Target and customize rich media content to improve conversion

In real-time, use the T&T visitor profile
to customize Scene7 templated assets
based on individual behavior or
Streamline creating T&T campaigns with Scene7 characteristics
assets to easily include dynamic or static Scene7
content in tests and targeted campaigns


Target your audience based on their preferences

Dynamic media + data-driven personalization:
 Time of day/day of week variables
 Category affinity
 Conversion, order data; inventory


Streamline the Creative workflow : 1

Scene7 extensions for Creative Suite (Photoshop, Flash Pro, Premiere Pro, Indesign,
Illustrator)



Setup the desired parameters in the Scene7 back office (or via Web Service
API)



Control the visuals at request-time using those parameters in the
URL:

…./tie_banner2?$header_text=One Day Only&$month_text=march

tie_banner2?$date_text=17&$footer_text=Guaranteed%20in-
time%20delivery&$header_text=Father%27s%20Day&$month_text=june



Control and review the templates directly within other conversion
products, such as Search & Promote, or Test & Target:


Demo usage examples

Some demo examples
of potential usage.


Profile parameters output into images

 In this example, the license plate on this image of the car is dynamically
generated based on a T&T geo-targeting profile parameter:
mboxCreate('s7', 'profile.geolocation.city');


Screen Fill Use-Case

•Adobe Scene7 is able to dynamically fill a screen with promotional, localised or
personalised images.

•This drives conversion and add a new component to your web-site which can be
used for marekting.

•Even more important the solution can be automated and reduced production costs
and time completely.

Andrej

Optimise your rich media investment : On v. Off Model Photography

A
B

Viewer optimisation test

One viewer showed textual information on
the image, using hotspots and image maps.
Sport Thieme saw a 3x lift in conversion


Q&A

 Any questions?

 Monthly „Open Sessions‟ – please contact me to suggest topics

My contact details:
Ben Seymour
Solution Specialist
Adobe Systems
07824 690430
bseymour@adobe.com
@bseymour


Dynamic Testing Approaches for Conversion Success - DigitalLON

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