Next Generation Strategies for E-Commerce PANELIST: Jonathan Mendez Partner, OTTO Digital Jonathan Kowit VP Interactive Marketing, Audible.com

Next Generation Strategies Deliver Relevance Segmentation Targeted Messaging Optimization

Segmentation

Targeted Messaging

Optimization

Strategies to Deliver Relevance -Audible.com Segmentation Anonymous Visitors to Audible.com Homepage Targeted Messaging Trust, Simplicity, Benefits, Promotion Optimization Iterative Testing, Speed, Frequency, Measurement

Segmentation

Anonymous Visitors to Audible.com Homepage

Targeted Messaging

Trust, Simplicity, Benefits, Promotion

Optimization

Iterative Testing, Speed, Frequency, Measurement

Audible.com - Multivariate Test 1 (3 Weeks) Goal: Increase Engagement

Goal: Increase Engagement

Audible.com Anon Home Page

Audible.com Anon Home Page Offer Form Trust Logo Search Bar Main Image Product Ads Testimonials

Audible.com Anon Home Page Elements Main Image Offer Form Trust Logo Search Bar Testimonials Product Ads

Users Received 1 of 8 Recipes (128 Possible Combinations of Elements)

Results Best Recipe had 24% Increase in Engagement

Best Recipe had 24% Increase in Engagement

Results - Business Intelligence 4 of 7 Elements Influenced Engagement 4% Alternative 2 Testimonials -- Non Clickable Book Banner -- No Search Search/No Search 7% Trust Logos Trust 11% Form (1) Form/No Form 61% Free AudioBook Download (2) Offer -- Alternative 2 Main Image Influence on Engagement Winning Alternative Element

4 of 7 Elements Influenced Engagement

Audible.com Anon Home Page Control Winner 24% Lift

Audible.com - Multivariate Test 2 Goal: Increase Revenue Per Visitor

Goal: Increase Revenue Per Visitor

Audible.com - Multivariate Test 2 (3 Weeks) Take Influential Elements from Test 1 & Optimize Trust Testimonial Test an iconic image vs. hero shot

Take Influential Elements from Test 1 & Optimize

Trust

Testimonial

Test an iconic image vs. hero shot

Audible.com Anon Home Page Elements Main Image Trust Logo Testimonials

Users Received 1 of 4 Recipes

Results Best Recipe had 30% Increase in RPV Control Winner

Best Recipe had 30% Increase in RPV

Control Winner

Results 1 of 3 Elements Influenced RPV -- Under Book Banner Testimonial 98% TRUSTe+ Verisign (2) Trust Icon -- 1-2-3 (2) Main Image Influence on RPV Winning Alternative Element

1 of 3 Elements Influenced RPV

Net/Net Results - 6 Weeks of Optimization Compounded RPV Increase of 55% for traffic to Audible.com Anon Page vs. Previous Experience Original Present

Compounded RPV Increase of 55% for traffic to Audible.com Anon Page vs. Previous Experience

Original Present

Net/Net Results - 6 Weeks of Optimization Compounded RPV Increase of 55% for traffic to Audible.com Anon Page vs. Previous Experience Summary Findings Offer Messaging was Key Factor to Engagement Trust Messaging was Key Factor to RPV

Compounded RPV Increase of 55% for traffic to Audible.com Anon Page vs. Previous Experience

Summary Findings

Offer Messaging was Key Factor to Engagement

Trust Messaging was Key Factor to RPV

Current Tests Google Referrers Amazon Referrers Conversion Funnel (2nd Step)

Google Referrers

Amazon Referrers

Conversion Funnel (2nd Step)