Maximizing Campaign ROI Case Study: Doubling Toolbar Install Conversion Rate with Multivariate Optimization Sam Ee, MIVA Robert Bergquist, Widemile April 25, 2008

Case Study:

Doubling Toolbar Install Conversion Rate with Multivariate Optimization Sam Ee, MIVA Robert Bergquist, Widemile April 25, 2008

Today’s Facilitators Sam Ee, MIVA Direct MIVA Direct delivers on it's vision of "Making the Internet easy" by developing and distributing category-specific toolbars and a proprietary home page solution, powered by Google search. Two core business: Vertical affinity ALOT Toolbars and ALOT Home Screensavers.com for free screensavers and wallpapers Robert Bergquist, CEO, Widemile Leading provider of multivariate testing and optimization technologies and services for online agencies and advertisers Landing pages, microsites, sales funnels, registration pages Interactive ad campaigns and customer segment testing

Sam Ee, MIVA Direct

MIVA Direct delivers on it's vision of "Making the Internet easy" by developing and distributing category-specific toolbars and a proprietary home page solution, powered by Google search.

Two core business:

Vertical affinity ALOT Toolbars and ALOT Home

Screensavers.com for free screensavers and wallpapers

Robert Bergquist, CEO, Widemile

Leading provider of multivariate testing and optimization technologies and services for online agencies and advertisers

Landing pages, microsites, sales funnels, registration pages

Interactive ad campaigns and customer segment testing

Two Questions: Ad campaign costs rising? Satisfied with performance?

Ad campaign costs rising?

Satisfied with performance?

Test for Better Returns on Ad Spend Question: Which tactics have had the most positive impact on your search marketing campaigns? (Select all that apply.)

Are You Optimizing for Better ROAS? Little experience with content or creative testing Done some A/B split testing Done some multivariate testing Managing MVT projects now

Little experience with content or creative testing

Done some A/B split testing

Done some multivariate testing

Managing MVT projects now

You are not alone 87% not satisfied with their campaign conversion rates 60% doing no testing or optimization of any kind Majority of those testing use just A/B n=540, 9/6/07, Widemile webinar with SMN and Jupiter Research

87% not satisfied with their campaign conversion rates

60% doing no testing or optimization of any kind

Majority of those testing use just A/B

Key Steps to Optimized Campaigns Know your audience Embrace design best practices Test marketing assumptions

Know your audience

Embrace design best practices

Test marketing assumptions

What is Multivariate Optimization? Test multiple element variations quickly Learn how each influences performance Determine the optimal page configuration Tailor pages for traffic source and other customer segments Sample Landing Page

Test multiple element variations quickly

Learn how each influences performance

Determine the optimal page configuration

Tailor pages for traffic source and other customer segments

MIVA Case Study: Weather Toolbar Downloadable browser add-on toolbar shows various links to online weather sources Paid search campaigns deliver traffic Business objective is higher download and install rate

Downloadable browser add-on toolbar shows various links to online weather sources

Paid search campaigns deliver traffic

Business objective is higher download and install rate

Marketing Questions: What is the best type of hero shot? What is the impact of the TRUSTe logo? Are people worried about spyware? Do people prefer specific toolbar features over lifestyle/benefits statements? Are people confused by the Google feature list? How much should we highlight the toolbar?

What is the best type of hero shot?

What is the impact of the TRUSTe logo?

Are people worried about spyware?

Do people prefer specific toolbar features over lifestyle/benefits statements?

Are people confused by the Google feature list?

How much should we highlight the toolbar?

Optimization Process Analysis Understand audience and value proposition Review existing conversion process Action Develop testing plan (new templates, recipe matrix, and content variables) Execute tests Report and analyze results Deploy optimal pages Leverage lessons learned Baseline Page

Analysis

Understand audience and value proposition

Review existing conversion process

Action

Develop testing plan (new templates, recipe matrix, and content variables)

Execute tests

Report and analyze results

Deploy optimal pages

Leverage lessons learned

Assessment and Redesign - Wireframe Google Product Information Header TRUSTe Spyware FREE Hero Shot Call To Action Button Product Description Headline 2 3 4 5 6 7 8 1

Defining Test Matrix 2048 potential combinations tested with 16 experiments No. Factor (Variable) Levels (versions) 1 Header 4 2 Hero shot 4 3 TRUSTe logo 4 4 Headline 2 5 Call-to-action 2 6 Product description 2 7 Spyware-free message 2 8 Google info 2

Example: Header - which one works best? Level 2 Level 3 Level 4 Level 1

MVT Determines What Works Best 2 3 4 5 6 7 8 1

Which TRUSTe logo works best? Level 2 Level 3 Level 4 Level 1 OFF

Test Complete in Two Weeks Copyright 2007 – 2008 Widemile Inc. All Rights Reserved. Confidential Slide Test Duration Test Data Stabilization Conversion Rate

And the Winner is…

And the Winner is… Header Hero Shot Google Product Information TRUSTe Spyware FREE Call To Action Button Product Description Headline

What’s Most Important? Google Info Headline Spyware TRUSTe Call-to-action Header Product Description Hero shot HIGH MEDIUM LOW Influence Index

Google Info

Analysis Spyware, TRUSTe, Headline, and Google information factors had the greatest influence on performance All references to the toolbar and specific features lost to lifestyle descriptions De-emphasizing the Google product features increased conversions People favored toolbar benefits over features

Spyware, TRUSTe, Headline, and Google information factors had the greatest influence on performance

All references to the toolbar and specific features lost to lifestyle descriptions

De-emphasizing the Google product features increased conversions

People favored toolbar benefits over features

1 2 3 4 OFF Factor Analysis: TRUSTe logo Two new TRUSTe logos beat the old logo (and the logo turned off) – 8% lift delta Tested redesigned logos to reduce call-to-action confusion Recommend seals of approval with a small text link below to avoid competition with primary call-to-action objective Relative Conversion Rate

Two new TRUSTe logos beat the old logo (and the logo turned off) – 8% lift delta

Tested redesigned logos to reduce call-to-action confusion

Recommend seals of approval with a small text link below to avoid competition with primary call-to-action objective

Greater Campaign Efficiency Twice the number of toolbar installs for the same ad spend 100% 215% 100 200 Index: Conversions / Ad Spend

The Three Steps - Recap Know your audience Leverage your SEM and analytics resources Refine your value proposition Embrace design best practices Simplify the page and remove distractions Educate yourself Test your marketing assumptions Value proposition and incentives Traffic characteristics

Know your audience

Leverage your SEM and analytics resources

Refine your value proposition

Embrace design best practices

Simplify the page and remove distractions

Educate yourself

Test your marketing assumptions

Value proposition and incentives

Traffic characteristics

Helpful Resources Conversational Marketing by Ian Lurie Portent Interactive Web Design for ROI by Lance Loveday & Sandra Niehaus Closed Loop Marketing

Conversational Marketing by Ian Lurie Portent Interactive

Next Step Test current optimal page versus New creative design using optimal content

Thank You Sam Ee – [email_address] Robert Bergquist – [email_address] Content Information www.widemile.com www.miva.com

Sam Ee – [email_address]

Robert Bergquist – [email_address]

Content Information

www.widemile.com

www.miva.com