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Dynamic Testing Approaches for Conversion Success - DigitalLON
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Dynamic Testing Approaches for Conversion Success - DigitalLON

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Dynamic Testing Approaches for Conversion Success - DigitalLON

Dynamic Testing Approaches for Conversion Success - DigitalLON

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Dynamic Testing Approaches for Conversion Success - DigitalLON Dynamic Testing Approaches for Conversion Success - DigitalLON Presentation Transcript

  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 0
  • 2 minute Scene7 : Selection of customers© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.11
  • 2 minute Scene7 : Cross-Media Publishing Workflow Seamlessly integrates with existing systems and workflow© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 2 SPS
  • 2 minute Scene7 : Single Master Media, Single URL  Sizing  Template  FlashBannerSelect customers dynamically serving content viaScene7:© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.13
  • Scene7: Putting the „sizzle‟ in your web experience© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 4
  • Discovering and leveraging those sweet spots Right assets Understand what Right experiences customers are trying to do© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 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 orStreamline creating T&T campaigns with Scene7 characteristicsassets to easily include dynamic or static Scene7 content in tests and targeted campaigns© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Streamline the Creative workflow : 1 Scene7 extensions for Creative Suite (Photoshop, Flash Pro, Premiere Pro, Indesign, Illustrator)© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  • Streamline the Creative workflow : 2 Setup the desired parameters in the Scene7 back office (or via Web Service API)© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
  • Streamline the Creative workflow : 3 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  • Streamline the Creative workflow : 4 Control and review the templates directly within other conversion products, such as Search & Promote, or Test & Target:© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
  • Demo usage examples Some demo examples of potential usage.© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  • 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);© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
  • Optimise your rich media investment : On v. Off Model Photography A© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
  • 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© 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.