Insider's Technology Guide to Measuring and Improving Your ROI
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Insider's Technology Guide to Measuring and Improving Your ROI

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Workshop and panel given at the National Arts Marketing Project Conference in Charlotte, NC on November 10, 2012 by Dan Leatherman & Caleb Custer.

Workshop and panel given at the National Arts Marketing Project Conference in Charlotte, NC on November 10, 2012 by Dan Leatherman & Caleb Custer.

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    Insider's Technology Guide to Measuring and Improving Your ROI Insider's Technology Guide to Measuring and Improving Your ROI Presentation Transcript

    • INSIDER’S TECHNOLOGY GUIDE TO MEASURING AND IMPROVING YOUR ROI Caleb Custer & Dan Leatherman @calebcuster @danleatherman 1Monday, November 12, 12
    • HELLO. 2Monday, November 12, 12
    • Im Dan. 3Monday, November 12, 12
    • 4Monday, November 12, 12
    • Im a Designer. 5Monday, November 12, 12
    • Measurement & R.O.I 6Monday, November 12, 12
    • Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 7Monday, November 12, 12
    • • Designers • Business Development • Developers • Future Clients • Project Managers • Current Clients • Marketers • Whole Teams 8Monday, November 12, 12
    • Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 9Monday, November 12, 12
    • Intuition-Driven (AKA The Designer’s Choice) 10Monday, November 12, 12
    • Data-Driven (AKA The Engineer’s Choice) 11Monday, November 12, 12
    • Design Spectrum Intuition Driven Data Driven Instinctive Deliberate Subjective Objective Daring Safe 12Monday, November 12, 12
    • Metrics-Driven (AKA The Every-man’s Choice) “Radical innovation requires both evidence and intuition: evidence to become informed, and intuition to inspire us in imagining and creating new and better possibilities.”—Jane Fulton Suri, IDEO 13Monday, November 12, 12
    • Scientific Method Think Learn Try 14Monday, November 12, 12
    • Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 15Monday, November 12, 12
    • 16Monday, November 12, 12
    • Ideation Wireframes Visuals / Prototypes Launch! Iteration User Flows Analytics Measurement Click Tests Preference Tests Usability Testing A/B or Multivariate Tests 17Monday, November 12, 12
    • Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 18Monday, November 12, 12
    • Where’s Waldo? 19Monday, November 12, 12
    • The Number Narrative 95% 🔒  💳 ⌂ 🔎 20Monday, November 12, 12
    • Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 21Monday, November 12, 12
    • Value 22Monday, November 12, 12
    • “The more users’ expectations prove right, the more they will feel in control of the system and the more they will like it.” – Jakob Nielson 23Monday, November 12, 12
    • UI Fundamentals & Best Practices Basic Usability Bad Good 24Monday, November 12, 12
    • UI Fundamentals & Best Practices Information Architecture / Hierarchy Bad Good 25Monday, November 12, 12
    • UI Fundamentals & Best Practices Call To Actions Bad Good 26Monday, November 12, 12
    • Testing UI Free! $$ 27Monday, November 12, 12
    • PREPARE YOUR DATA 28Monday, November 12, 12
    • 29Monday, November 12, 12
    • GOOGLE URL BUILDER 29Monday, November 12, 12
    • 30Monday, November 12, 12
    • TRACK OUTGOING LINKS 30Monday, November 12, 12
    • 31Monday, November 12, 12
    • MARGIN OF ERROR normal population: 10% for 96 data points, 5% for 384 31Monday, November 12, 12
    • HEAT MAPS 32Monday, November 12, 12
    • 33Monday, November 12, 12
    • WHAT DOES HEAT MAPPING TELL US? 33Monday, November 12, 12
    • WHAT DOES HEAT MAPPING TELL US? • Window to decision making process 33Monday, November 12, 12
    • WHAT DOES HEAT MAPPING TELL US? • Window to decision making process • Page scanning/order 33Monday, November 12, 12
    • WHAT DOES HEAT MAPPING TELL US? • Window to decision making process • Page scanning/order • Visualizing data is important to understanding it 33Monday, November 12, 12
    • HOW SHOULD WE SEGMENT USERS? 34Monday, November 12, 12
    • HOW SHOULD WE SEGMENT USERS? • Screen size 34Monday, November 12, 12
    • HOW SHOULD WE SEGMENT USERS? • Screen size • Referrer 34Monday, November 12, 12
    • HOW SHOULD WE SEGMENT USERS? • Screen size • Referrer • Keywords 34Monday, November 12, 12
    • HOW SHOULD WE SEGMENT USERS? • Screen size • Referrer • Keywords • New/returning visitor 34Monday, November 12, 12
    • HOW SHOULD WE SEGMENT USERS? • Screen size • Referrer • Keywords • New/returning visitor • Campaign/source 34Monday, November 12, 12
    • CLICK HEAT 35Monday, November 12, 12
    • CLICK HEAT 35Monday, November 12, 12
    • CRAZY EGG 36Monday, November 12, 12
    • CRAZY EGG 36Monday, November 12, 12
    • CRAZY EGG •Heat map 36Monday, November 12, 12
    • CRAZY EGG •Heat map •Scroll map 36Monday, November 12, 12
    • CRAZY EGG •Heat map •Scroll map •Confetti report & segmenting 36Monday, November 12, 12
    • CRAZY EGG •Heat map •Scroll map •Confetti report & segmenting •Comparing snapshots 36Monday, November 12, 12
    • HEATMAP 37Monday, November 12, 12
    • HEATMAP 37Monday, November 12, 12
    • SCROLLMAP 38Monday, November 12, 12
    • SCROLLMAP 38Monday, November 12, 12
    • CONFETTI REPORT 39Monday, November 12, 12
    • CONFETTI REPORT 39Monday, November 12, 12
    • CONFETTI REPORT 40Monday, November 12, 12
    • CONFETTI REPORT 40Monday, November 12, 12
    • CONFETTI REPORT 41Monday, November 12, 12
    • CONFETTI REPORT 41Monday, November 12, 12
    • LANDING PAGES 42Monday, November 12, 12
    • ROI FACTORS OF LANDING PAGES 43Monday, November 12, 12
    • ROI FACTORS OF LANDING PAGES • Load time 43Monday, November 12, 12
    • ROI FACTORS OF LANDING PAGES • Load time • Design 43Monday, November 12, 12
    • ROI FACTORS OF LANDING PAGES • Load time • Design • Copy 43Monday, November 12, 12
    • ROI FACTORS OF LANDING PAGES • Load time • Design • Copy • Call to action 43Monday, November 12, 12
    • TOOLS: OPTIMIZELY • A/B Testing • Multi-variate testing *downside: high traffic needed 44Monday, November 12, 12
    • TOOLS: OPTIMIZELY • A/B Testing • Multi-variate testing *downside: high traffic needed 44Monday, November 12, 12
    • A/B TESTING 45Monday, November 12, 12
    • A/B TESTING OR 45Monday, November 12, 12
    • MULTIVARIATE TESTING 46Monday, November 12, 12
    • MULTIVARIATE TESTING 46Monday, November 12, 12
    • EMAIL 47Monday, November 12, 12
    • ROI FACTORS IN EMAIL: 48Monday, November 12, 12
    • ROI FACTORS IN EMAIL: • Content • Subject line • From address • Copy • Offer 48Monday, November 12, 12
    • ROI FACTORS IN EMAIL: • Content • Subject line • From address • Copy • Offer • Design • Specs • Layout/hierarchy • Call to action 48Monday, November 12, 12
    • LITMUS 49Monday, November 12, 12
    • LITMUS 49Monday, November 12, 12
    • A/B TESTING 50Monday, November 12, 12
    • A/B TESTING 50Monday, November 12, 12
    • MOBILE take a look at your mobile stats 51Monday, November 12, 12
    • MOBILE take a look at your mobile stats 51Monday, November 12, 12
    • MOBILE use a mobile template 52Monday, November 12, 12
    • MOBILE use a mobile template 52Monday, November 12, 12
    • MOBILE design principles for mobile email 53Monday, November 12, 12
    • MOBILE design principles for mobile email 53Monday, November 12, 12
    • MOBILE EMAIL DESIGN 54Monday, November 12, 12
    • MOBILE EMAIL DESIGN • Single-column layouts that are no wider than 500 to 600 pixels 54Monday, November 12, 12
    • MOBILE EMAIL DESIGN • Single-column layouts that are no wider than 500 to 600 pixels • Links and buttons should have a minimum target area of 44 × 44 pixels, as per Apple guidelines. 54Monday, November 12, 12
    • MOBILE EMAIL DESIGN • Single-column layouts that are no wider than 500 to 600 pixels • Links and buttons should have a minimum target area of 44 × 44 pixels, as per Apple guidelines. • The minimum font size displayed on iPhones is 13 pixels. 54Monday, November 12, 12
    • MOBILE EMAIL DESIGN • Single-column layouts that are no wider than 500 to 600 pixels • Links and buttons should have a minimum target area of 44 × 44 pixels, as per Apple guidelines. • The minimum font size displayed on iPhones is 13 pixels. • More than ever, keep your message concise, 54Monday, November 12, 12
    • MOBILE EMAIL DESIGN • Single-column layouts that are no wider than 500 to 600 pixels • Links and buttons should have a minimum target area of 44 × 44 pixels, as per Apple guidelines. • The minimum font size displayed on iPhones is 13 pixels. • More than ever, keep your message concise, • Hide extraneous details in your mobile layout. 54Monday, November 12, 12
    • OPTIMIZING FACEBOOK ADS 55Monday, November 12, 12
    • FACTORS IN FACEBOOK AD ROI 56Monday, November 12, 12
    • FACTORS IN FACEBOOK AD ROI • Targeting 56Monday, November 12, 12
    • FACTORS IN FACEBOOK AD ROI • Targeting • Image 56Monday, November 12, 12
    • FACTORS IN FACEBOOK AD ROI • Targeting • Image • Headline 56Monday, November 12, 12
    • FACTORS IN FACEBOOK AD ROI • Targeting • Image • Headline • Copy 56Monday, November 12, 12
    • FACTORS IN FACEBOOK AD ROI • Targeting • Image • Headline • Copy • Landing page 56Monday, November 12, 12
    • SEGMENTED TARGETING narrow, segmented targeting is a must 57Monday, November 12, 12
    • SEGMENTED TARGETING narrow, segmented targeting is a must 57Monday, November 12, 12
    • MULTI-VARIATE TESTING available tools: Qwaya 58Monday, November 12, 12
    • MULTI-VARIATE TESTING available tools: Qwaya 58Monday, November 12, 12
    • AD ROT? Rotate those ads! 59Monday, November 12, 12
    • AD ROT? Rotate those ads! 59Monday, November 12, 12
    • TAGGING tagging links by campaign/content URLs is a must 60Monday, November 12, 12
    • TAGGING tagging links by campaign/content URLs is a must 60Monday, November 12, 12
    • EXERCISES 61Monday, November 12, 12
    • QUESTIONS 62Monday, November 12, 12
    • A/B TESTS 63Monday, November 12, 12
    • A/B TESTS • Subject line: • A: Save $10 on New York City Ballet • B: Save 10% on New York City Ballet 63Monday, November 12, 12
    • A/B TESTS • Subject line: • A: Save $10 on New York City Ballet • B: Save 10% on New York City Ballet • Subject line • A: Yo-Yo Ma $40 tickets available! • B: Classical Masters Series: Yo-Yo Ma Save 30% 63Monday, November 12, 12
    • A/B TESTS 64Monday, November 12, 12
    • A/B TESTS • From address: • From: info@newworldstages.com Subject: Annual report • From: Judi Huck judi@newworldstages.com Subject: It’s been a good year for us 64Monday, November 12, 12
    • A/B TESTS • From address: • From: info@newworldstages.com Subject: Annual report • From: Judi Huck judi@newworldstages.com Subject: It’s been a good year for us • Call to action: • A: Great seats still available! • B: Book now! 64Monday, November 12, 12
    • RESOURCES • ZURB Apps • Plunk (plunkapp.com) • Google Analytics • Clue (google.com/analytics) (clueapp.com) • Gauges (gaug.es) • Notable (notableapp.com) • Chartbeat (chartbeat.com) • Verify (verifyapp.com) • Invision (invisionapp.com) 65Monday, November 12, 12
    • RESOURCES (CONT’D) • Google URL Builder (http:// support.google.com/ analytics/bin/answer.py? • Crazy Egg (crazyegg.com) hl=en&answer=1033867) • Optimizely (optimizely.com) • Click Heat (http:// www.labsmedia.com/ • Litmus (litmus.com) clickheat/index.html) • ClickTale (clicktale.com) 66Monday, November 12, 12
    • IMAGE SOURCES (CC) Slide 2: Bridge: http://www.flickr.com/photos/jenik/ Teeter Totter: http://www.flickr.com/ 1032573169/ photos/joephotos/748426315/ Slide 4: Slide 13: Things Organized Neatly: http:// Brain: http://www.flickr.com/photos/ thingsorganizedneatly.tumblr.com/post/ lizhenry/2051224366/ 29420742974/submission-old-school- Wright: http://www.flickr.com/photos/ deconstruction-givewave 7726011@N07/3364409856/ Slide 5: Supernova: http://www.flickr.com/photos/ Chemistry Set: http://www.flickr.com/ nasamarshall/6313004758/ photos/unloveable/2395867186/ Slide 15: Slide 9: Lion King: http://cdn0.hark.com/images/ Whack-a-mole: http://www.flickr.com/ 000/006/667/6667/original.0 photos/tpapi/2765541278/ Slide 18: Slide 10: Where’s Waldo: http://www.flickr.com/ The Megahangar: http://www.flickr.com/ photos/jameson42/4353769995/ photos/stuckincustoms/5699183849/ Slide 12: 67Monday, November 12, 12