Your SlideShare is downloading. ×
0
INSIDER’S TECHNOLOGY         GUIDE TO MEASURING AND           IMPROVING YOUR ROI                          Caleb Custer & D...
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                    ...
• Designers              • Business Development               • Developers             • Future Clients               • Pr...
Essential Methodology                                  1. Who                                  2. What                    ...
Intuition-Driven                          (AKA The Designer’s Choice)                                       10Monday, Nove...
Data-Driven                          (AKA The Engineer’s Choice)                                       11Monday, November ...
Design Spectrum Intuition Driven                        Data Driven    Instinctive                       Deliberate    Sub...
Metrics-Driven                          (AKA The Every-man’s Choice)          “Radical innovation requires both evidence a...
Scientific Method                                    Think                            Learn           Try                 ...
Essential Methodology                                  1. Who                                  2. What                    ...
16Monday, November 12, 12
Ideation             Wireframes Visuals / Prototypes    Launch!         Iteration                              User Flows ...
Essential Methodology                                  1. Who                                  2. What                    ...
Where’s Waldo?                                 19Monday, November 12, 12
The Number Narrative                                       95%                                   🔒                        ...
Essential Methodology                                  1. Who                                  2. What                    ...
Value                            22Monday, November 12, 12
“The more users’ expectations                       prove right, the more they will                      feel in control o...
UI Fundamentals & Best Practices                                Basic Usability                          Bad              ...
UI Fundamentals & Best Practices                           Information Architecture / Hierarchy                          B...
UI Fundamentals & Best Practices                                Call To Actions                          Bad              ...
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                                       ...
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                          ...
WHAT DOES HEAT MAPPING              TELL US?      • Window            to decision making process      • Page          scan...
WHAT DOES HEAT MAPPING              TELL US?      • Window            to decision making process      • Page          scan...
HOW SHOULD WE                           SEGMENT USERS?                                 34Monday, November 12, 12
HOW SHOULD WE                              SEGMENT USERS?   • Screen               size                                   ...
HOW SHOULD WE                              SEGMENT USERS?   • Screen               size   • Referrer                      ...
HOW SHOULD WE                              SEGMENT USERS?   • Screen               size   • Referrer   • Keywords         ...
HOW SHOULD WE                              SEGMENT USERS?   • Screen               size   • Referrer   • Keywords   • New/...
HOW SHOULD WE                              SEGMENT USERS?   • Screen               size   • Referrer   • Keywords   • New/...
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                     ...
CRAZY EGG           •Heat map           •Scroll map           •Confetti report &           segmenting           •Comparing...
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...
ROI FACTORS OF                            LANDING PAGES   • Load            time   • Design                               ...
ROI FACTORS OF                            LANDING PAGES   • Load            time   • Design   • Copy                      ...
ROI FACTORS OF                            LANDING PAGES   • Load            time   • Design   • Copy   • Call         to a...
TOOLS:                          OPTIMIZELY   • A/B Testing   • Multi-variate testing       *downside: high traffic       ne...
TOOLS:                          OPTIMIZELY   • A/B Testing   • Multi-variate testing       *downside: high traffic       ne...
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                  ...
ROI FACTORS IN EMAIL:   •   Content       • Subject line       • From address       • Copy       • Offer   •   Design     ...
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, Novembe...
MOBILE                          take a look at your mobile stats                                         51Monday, Novembe...
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, Nove...
MOBILE                          design principles for mobile email                                          53Monday, Nove...
MOBILE EMAIL DESIGN                                   54Monday, November 12, 12
MOBILE EMAIL DESIGN     • Single-column layouts that are no wider than 500 to 600 pixels                                  ...
MOBILE EMAIL DESIGN     • Single-column layouts that are no wider than 500 to 600 pixels     • Links and buttons should ha...
MOBILE EMAIL DESIGN     • Single-column layouts that are no wider than 500 to 600 pixels     • Links and buttons should ha...
MOBILE EMAIL DESIGN     • Single-column layouts that are no wider than 500 to 600 pixels     • Links and buttons should ha...
MOBILE EMAIL DESIGN     • Single-column layouts that are no wider than 500 to 600 pixels     • Links and buttons should ha...
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...
FACTORS IN FACEBOOK                          AD ROI   • Targeting   • Image   • Headline                             56Mon...
FACTORS IN FACEBOOK                          AD ROI   • Targeting   • Image   • Headline   • Copy                         ...
FACTORS IN FACEBOOK                          AD ROI   • Targeting   • Image   • Headline   • Copy   • Landing             ...
SEGMENTED TARGETING                          narrow, segmented targeting is a must                                        ...
SEGMENTED TARGETING                          narrow, segmented targeting is a must                                        ...
MULTI-VARIATE TESTING                          available tools: Qwaya                                    58Monday, Novembe...
MULTI-VARIATE TESTING                          available tools: Qwaya                                    58Monday, Novembe...
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                                             ...
TAGGING                      tagging links by campaign/content URLs is a must                                             ...
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          ...
A/B TESTS   • Subject              line:        • A: Save           $10 on New York City Ballet        • B: Save          ...
A/B TESTS                              64Monday, November 12, 12
A/B TESTS   •   From address:        •   From: info@newworldstages.com            Subject: Annual report        •   From: ...
A/B TESTS   •   From address:        •   From: info@newworldstages.com            Subject: Annual report        •   From: ...
RESOURCES   • ZURB Apps        • Plunk           (plunkapp.com)             • Google Analytics        • Clue              ...
RESOURCES (CONT’D)   • Google     URL Builder (http://       support.google.com/       analytics/bin/answer.py?           ...
IMAGE SOURCES (CC)   Slide 2:      Bridge: http://www.flickr.com/photos/jenik/                                            ...
Upcoming SlideShare
Loading in...5
×

Insider's Technology Guide to Measuring and Improving Your ROI

430

Published on

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

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

  • Be the first to like this

No Downloads
Views
Total Views
430
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

  1. 1. INSIDER’S TECHNOLOGY GUIDE TO MEASURING AND IMPROVING YOUR ROI Caleb Custer & Dan Leatherman @calebcuster @danleatherman 1Monday, November 12, 12
  2. 2. HELLO. 2Monday, November 12, 12
  3. 3. Im Dan. 3Monday, November 12, 12
  4. 4. 4Monday, November 12, 12
  5. 5. Im a Designer. 5Monday, November 12, 12
  6. 6. Measurement & R.O.I 6Monday, November 12, 12
  7. 7. Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 7Monday, November 12, 12
  8. 8. • Designers • Business Development • Developers • Future Clients • Project Managers • Current Clients • Marketers • Whole Teams 8Monday, November 12, 12
  9. 9. Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 9Monday, November 12, 12
  10. 10. Intuition-Driven (AKA The Designer’s Choice) 10Monday, November 12, 12
  11. 11. Data-Driven (AKA The Engineer’s Choice) 11Monday, November 12, 12
  12. 12. Design Spectrum Intuition Driven Data Driven Instinctive Deliberate Subjective Objective Daring Safe 12Monday, November 12, 12
  13. 13. 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
  14. 14. Scientific Method Think Learn Try 14Monday, November 12, 12
  15. 15. Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 15Monday, November 12, 12
  16. 16. 16Monday, November 12, 12
  17. 17. 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
  18. 18. Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 18Monday, November 12, 12
  19. 19. Where’s Waldo? 19Monday, November 12, 12
  20. 20. The Number Narrative 95% 🔒  💳 ⌂ 🔎 20Monday, November 12, 12
  21. 21. Essential Methodology 1. Who 2. What 3. When 4. Where 5. Why 21Monday, November 12, 12
  22. 22. Value 22Monday, November 12, 12
  23. 23. “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
  24. 24. UI Fundamentals & Best Practices Basic Usability Bad Good 24Monday, November 12, 12
  25. 25. UI Fundamentals & Best Practices Information Architecture / Hierarchy Bad Good 25Monday, November 12, 12
  26. 26. UI Fundamentals & Best Practices Call To Actions Bad Good 26Monday, November 12, 12
  27. 27. Testing UI Free! $$ 27Monday, November 12, 12
  28. 28. PREPARE YOUR DATA 28Monday, November 12, 12
  29. 29. 29Monday, November 12, 12
  30. 30. GOOGLE URL BUILDER 29Monday, November 12, 12
  31. 31. 30Monday, November 12, 12
  32. 32. TRACK OUTGOING LINKS 30Monday, November 12, 12
  33. 33. 31Monday, November 12, 12
  34. 34. MARGIN OF ERROR normal population: 10% for 96 data points, 5% for 384 31Monday, November 12, 12
  35. 35. HEAT MAPS 32Monday, November 12, 12
  36. 36. 33Monday, November 12, 12
  37. 37. WHAT DOES HEAT MAPPING TELL US? 33Monday, November 12, 12
  38. 38. WHAT DOES HEAT MAPPING TELL US? • Window to decision making process 33Monday, November 12, 12
  39. 39. WHAT DOES HEAT MAPPING TELL US? • Window to decision making process • Page scanning/order 33Monday, November 12, 12
  40. 40. 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
  41. 41. HOW SHOULD WE SEGMENT USERS? 34Monday, November 12, 12
  42. 42. HOW SHOULD WE SEGMENT USERS? • Screen size 34Monday, November 12, 12
  43. 43. HOW SHOULD WE SEGMENT USERS? • Screen size • Referrer 34Monday, November 12, 12
  44. 44. HOW SHOULD WE SEGMENT USERS? • Screen size • Referrer • Keywords 34Monday, November 12, 12
  45. 45. HOW SHOULD WE SEGMENT USERS? • Screen size • Referrer • Keywords • New/returning visitor 34Monday, November 12, 12
  46. 46. HOW SHOULD WE SEGMENT USERS? • Screen size • Referrer • Keywords • New/returning visitor • Campaign/source 34Monday, November 12, 12
  47. 47. CLICK HEAT 35Monday, November 12, 12
  48. 48. CLICK HEAT 35Monday, November 12, 12
  49. 49. CRAZY EGG 36Monday, November 12, 12
  50. 50. CRAZY EGG 36Monday, November 12, 12
  51. 51. CRAZY EGG •Heat map 36Monday, November 12, 12
  52. 52. CRAZY EGG •Heat map •Scroll map 36Monday, November 12, 12
  53. 53. CRAZY EGG •Heat map •Scroll map •Confetti report & segmenting 36Monday, November 12, 12
  54. 54. CRAZY EGG •Heat map •Scroll map •Confetti report & segmenting •Comparing snapshots 36Monday, November 12, 12
  55. 55. HEATMAP 37Monday, November 12, 12
  56. 56. HEATMAP 37Monday, November 12, 12
  57. 57. SCROLLMAP 38Monday, November 12, 12
  58. 58. SCROLLMAP 38Monday, November 12, 12
  59. 59. CONFETTI REPORT 39Monday, November 12, 12
  60. 60. CONFETTI REPORT 39Monday, November 12, 12
  61. 61. CONFETTI REPORT 40Monday, November 12, 12
  62. 62. CONFETTI REPORT 40Monday, November 12, 12
  63. 63. CONFETTI REPORT 41Monday, November 12, 12
  64. 64. CONFETTI REPORT 41Monday, November 12, 12
  65. 65. LANDING PAGES 42Monday, November 12, 12
  66. 66. ROI FACTORS OF LANDING PAGES 43Monday, November 12, 12
  67. 67. ROI FACTORS OF LANDING PAGES • Load time 43Monday, November 12, 12
  68. 68. ROI FACTORS OF LANDING PAGES • Load time • Design 43Monday, November 12, 12
  69. 69. ROI FACTORS OF LANDING PAGES • Load time • Design • Copy 43Monday, November 12, 12
  70. 70. ROI FACTORS OF LANDING PAGES • Load time • Design • Copy • Call to action 43Monday, November 12, 12
  71. 71. TOOLS: OPTIMIZELY • A/B Testing • Multi-variate testing *downside: high traffic needed 44Monday, November 12, 12
  72. 72. TOOLS: OPTIMIZELY • A/B Testing • Multi-variate testing *downside: high traffic needed 44Monday, November 12, 12
  73. 73. A/B TESTING 45Monday, November 12, 12
  74. 74. A/B TESTING OR 45Monday, November 12, 12
  75. 75. MULTIVARIATE TESTING 46Monday, November 12, 12
  76. 76. MULTIVARIATE TESTING 46Monday, November 12, 12
  77. 77. EMAIL 47Monday, November 12, 12
  78. 78. ROI FACTORS IN EMAIL: 48Monday, November 12, 12
  79. 79. ROI FACTORS IN EMAIL: • Content • Subject line • From address • Copy • Offer 48Monday, November 12, 12
  80. 80. ROI FACTORS IN EMAIL: • Content • Subject line • From address • Copy • Offer • Design • Specs • Layout/hierarchy • Call to action 48Monday, November 12, 12
  81. 81. LITMUS 49Monday, November 12, 12
  82. 82. LITMUS 49Monday, November 12, 12
  83. 83. A/B TESTING 50Monday, November 12, 12
  84. 84. A/B TESTING 50Monday, November 12, 12
  85. 85. MOBILE take a look at your mobile stats 51Monday, November 12, 12
  86. 86. MOBILE take a look at your mobile stats 51Monday, November 12, 12
  87. 87. MOBILE use a mobile template 52Monday, November 12, 12
  88. 88. MOBILE use a mobile template 52Monday, November 12, 12
  89. 89. MOBILE design principles for mobile email 53Monday, November 12, 12
  90. 90. MOBILE design principles for mobile email 53Monday, November 12, 12
  91. 91. MOBILE EMAIL DESIGN 54Monday, November 12, 12
  92. 92. MOBILE EMAIL DESIGN • Single-column layouts that are no wider than 500 to 600 pixels 54Monday, November 12, 12
  93. 93. 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
  94. 94. 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
  95. 95. 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
  96. 96. 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
  97. 97. OPTIMIZING FACEBOOK ADS 55Monday, November 12, 12
  98. 98. FACTORS IN FACEBOOK AD ROI 56Monday, November 12, 12
  99. 99. FACTORS IN FACEBOOK AD ROI • Targeting 56Monday, November 12, 12
  100. 100. FACTORS IN FACEBOOK AD ROI • Targeting • Image 56Monday, November 12, 12
  101. 101. FACTORS IN FACEBOOK AD ROI • Targeting • Image • Headline 56Monday, November 12, 12
  102. 102. FACTORS IN FACEBOOK AD ROI • Targeting • Image • Headline • Copy 56Monday, November 12, 12
  103. 103. FACTORS IN FACEBOOK AD ROI • Targeting • Image • Headline • Copy • Landing page 56Monday, November 12, 12
  104. 104. SEGMENTED TARGETING narrow, segmented targeting is a must 57Monday, November 12, 12
  105. 105. SEGMENTED TARGETING narrow, segmented targeting is a must 57Monday, November 12, 12
  106. 106. MULTI-VARIATE TESTING available tools: Qwaya 58Monday, November 12, 12
  107. 107. MULTI-VARIATE TESTING available tools: Qwaya 58Monday, November 12, 12
  108. 108. AD ROT? Rotate those ads! 59Monday, November 12, 12
  109. 109. AD ROT? Rotate those ads! 59Monday, November 12, 12
  110. 110. TAGGING tagging links by campaign/content URLs is a must 60Monday, November 12, 12
  111. 111. TAGGING tagging links by campaign/content URLs is a must 60Monday, November 12, 12
  112. 112. EXERCISES 61Monday, November 12, 12
  113. 113. QUESTIONS 62Monday, November 12, 12
  114. 114. A/B TESTS 63Monday, November 12, 12
  115. 115. 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
  116. 116. 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
  117. 117. A/B TESTS 64Monday, November 12, 12
  118. 118. 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
  119. 119. 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
  120. 120. 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
  121. 121. 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
  122. 122. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×