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Maximizing Conversions And Overall Campaign Roi Presentation

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  • 1. Maximizing Campaign ROI
    • Case Study:
    • Doubling Toolbar Install Conversion Rate with Multivariate Optimization Sam Ee, MIVA Robert Bergquist, Widemile April 25, 2008
  • 2. 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
  • 3. Two Questions:
    • Ad campaign costs rising?
    • Satisfied with performance?
  • 4. 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.)
  • 5. 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
  • 6. 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
  • 7. Key Steps to Optimized Campaigns
    • Know your audience
    • Embrace design best practices
    • Test marketing assumptions
  • 8. 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
  • 9. 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
  • 10. 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?
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Example: Header - which one works best? Level 2 Level 3 Level 4 Level 1
  • 15. MVT Determines What Works Best 2 3 4 5 6 7 8 1
  • 16. Which TRUSTe logo works best? Level 2 Level 3 Level 4 Level 1 OFF
  • 17. Test Complete in Two Weeks Copyright 2007 – 2008 Widemile Inc. All Rights Reserved. Confidential Slide Test Duration Test Data Stabilization Conversion Rate
  • 18. And the Winner is…
  • 19. And the Winner is… Header Hero Shot Google Product Information TRUSTe Spyware FREE Call To Action Button Product Description Headline
  • 20. What’s Most Important?
    • Google Info
    Headline Spyware TRUSTe Call-to-action Header Product Description Hero shot HIGH MEDIUM LOW Influence Index
  • 21. 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
  • 22. 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
  • 23. Greater Campaign Efficiency Twice the number of toolbar installs for the same ad spend 100% 215% 100 200 Index: Conversions / Ad Spend
  • 24. 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
  • 25. Helpful Resources
    • Conversational Marketing by Ian Lurie Portent Interactive
    Web Design for ROI by Lance Loveday & Sandra Niehaus Closed Loop Marketing
  • 26. Next Step Test current optimal page versus New creative design using optimal content
  • 27.  
  • 28.  
  • 29. Thank You
    • Sam Ee – [email_address]
    • Robert Bergquist – [email_address]
    • Content Information
    • www.widemile.com
    • www.miva.com

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