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Maximizing Conversions And Overall Campaign Roi Presentation
 

Maximizing Conversions And Overall Campaign Roi Presentation

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    Maximizing Conversions And Overall Campaign Roi Presentation Maximizing Conversions And Overall Campaign Roi Presentation Presentation Transcript

    • Maximizing Campaign ROI
      • 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
    • Two Questions:
      • 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
    • 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
    • Key Steps to Optimized Campaigns
      • 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
    • 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
    • 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?
    • 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
    • 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
    • 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
    • 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
    • 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
    • Helpful Resources
      • Conversational Marketing by Ian Lurie Portent Interactive
      Web Design for ROI by Lance Loveday & Sandra Niehaus Closed Loop Marketing
    • 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