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Smart, Scalable,
and Sophisticated:
How to Optimize Your Marketing,
Not Just Your Conversion Rate
[presented by] Kate O’Ne...
Who’s Kate O’Neill?


linguist by education, passionate about how we
communicate, driven by improving customer
experience...
Feeling the Twitter love?
me:
@kateo
[m]m: @metamarketer

@kateo, @metamarketer
Conversion rate
is just a ratio.
visits

purchases

visit
visit
visit

purchas
e

3 visits to
1
purchase
= 33%
conversion
...
Traffic, by itself,
decreases the ratio.
visits
4 visits
instead of
3 visits =
33% lift
in visits!

purchases

visit
visit...
You say you want
a high conversion rate?
visits

purchases

vis
i

t

You could just turn off your
worst-converting channe...
You have to improve the system.
The whole system.

@kateo, @metamarketer
growing your marketing

effectivenes
s
yields bigger wins than
an increase in

conversion rate
in any single
campaign or c...
@kateo, @metamarketer
@kateo, @metamarketer
Introducing...
the Next Big
Thing
in the Startup
World.
@kateo, @metamarketer
Wonderful Cat
Wings, LLC*
*May be a fictitious company.
@kateo, @metamarketer
The Basic
Idea

+

=

$

I mean, right?
@kateo, @metamarketer
“Let’s start with SEO!”
So we can convert all those “cat wings”
searchers!

@kateo, @metamarketer
Well, crap.
Maybe we don’t have
a market.

@kateo, @metamarketer
What if we back up a step?

@kateo, @metamarketer
Figure out your sweet
spot

@kateo, @metamarketer
First pass: whiteboardlevel

@kateo, @metamarketer
how a
sketchlevel
ad
concept
might
read:
@kateo, @metamarketer
how a
sketchlevel
landing
page
concept
might
look:
@kateo, @metamarketer
@kateo, @metamarketer
@kateo, @metamarketer
second pass: draftlevel
cat spoilers, cat spoilers,
unaware of aware of
wings
related
market
how might
you recognize
them
...
Remember: improve the system.

@kateo, @metamarketer
small gains
big wins.
Watch

grow into

@kateo, @metamarketer
Thank you and good luck!
Email me at
kate@metamarketer.com
For a free 20-minute consultation by
phone on how to improve yo...
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Smart, Scalable, and Sophisticated: How to Optimize Your Marketing, Not Just Your Conversion Rate - Kate O'Neill - Pubcon Vegas 2013

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Conversion rate optimization, or CRO, only looks at one dimension of marketing effectiveness. In this session, Kate looks at a process for improving marketing as a holistic discipline, from a customer experience perspective, using an example of a fictitious new product with no existing demand.

Published in: Business, Technology
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  • {"16":"BUT! Now they’re not specifically thinking about wings. What to do?\n","6":"Marketing that starts with relevant customer experiences and then continues to improve through a disciplined and data-driven approach is the most effective and ultimately most profitable marketing. \n","7":"Marketing that starts with relevant customer experiences and then continues to improve through a disciplined and data-driven approach is the most effective and ultimately most profitable marketing. \n","24":"Marketing that starts with relevant customer experiences and then continues to improve through a disciplined and data-driven approach is the most effective and ultimately most profitable marketing. \n","14":"Not much going on here, and most of these searchers are not your customers. There must be a better way.\n","9":"Marketing that starts with relevant customer experiences and then continues to improve through a disciplined and data-driven approach is the most effective and ultimately most profitable marketing. \n"}
  • Transcript of "Smart, Scalable, and Sophisticated: How to Optimize Your Marketing, Not Just Your Conversion Rate - Kate O'Neill - Pubcon Vegas 2013"

    1. 1. Smart, Scalable, and Sophisticated: How to Optimize Your Marketing, Not Just Your Conversion Rate [presented by] Kate O’Neill, CEO of [meta]marketer
    2. 2. Who’s Kate O’Neill?  linguist by education, passionate about how we communicate, driven by improving customer experience, and geeky about data  first departmental website at UIC, first intranet at Toshiba, first content manager at Netflix  described by Adobe Test&Target product manager as “on the bleeding edge of web optimization--she's creating the best practices instead of following them.”  past roles at Toshiba, HCA, Magazines.com, lots of startups, etc. What’s [meta]marketer?  Marketing analytics, optimization, insights, strategy  We help clients understand their customers based on data and insights from their marketing efforts so they can be more effective in creating lasting relationships with them.  Four years old; large and high-growth clients have included Symantec / PC Tools, Ingram Book Publishing, XO Communications, Grand Ole Opry, and dozens of other e-commerce, B2B, companies and brands. @kateo, @metamarketer
    3. 3. Feeling the Twitter love? me: @kateo [m]m: @metamarketer @kateo, @metamarketer
    4. 4. Conversion rate is just a ratio. visits purchases visit visit visit purchas e 3 visits to 1 purchase = 33% conversion @kateo, @metamarketer
    5. 5. Traffic, by itself, decreases the ratio. visits 4 visits instead of 3 visits = 33% lift in visits! purchases visit visit visit visit urchas p e 4 visits to 1 purchase = 25% conversion, which is a reduction of 24% from 33% @kateo, @metamarketer
    6. 6. You say you want a high conversion rate? visits purchases vis i t You could just turn off your worst-converting channel. visit visit purchas e Now we get a purchase for every 2 visits instead of 3 = 50% conversion, a 51.5% lift from our original 33%! But obviously that makes no sense. @kateo, @metamarketer
    7. 7. You have to improve the system. The whole system. @kateo, @metamarketer
    8. 8. growing your marketing effectivenes s yields bigger wins than an increase in conversion rate in any single campaign or channel. @kateo, @metamarketer
    9. 9. @kateo, @metamarketer
    10. 10. @kateo, @metamarketer
    11. 11. Introducing... the Next Big Thing in the Startup World. @kateo, @metamarketer
    12. 12. Wonderful Cat Wings, LLC* *May be a fictitious company. @kateo, @metamarketer
    13. 13. The Basic Idea + = $ I mean, right? @kateo, @metamarketer
    14. 14. “Let’s start with SEO!” So we can convert all those “cat wings” searchers! @kateo, @metamarketer
    15. 15. Well, crap. Maybe we don’t have a market. @kateo, @metamarketer
    16. 16. What if we back up a step? @kateo, @metamarketer
    17. 17. Figure out your sweet spot @kateo, @metamarketer
    18. 18. First pass: whiteboardlevel @kateo, @metamarketer
    19. 19. how a sketchlevel ad concept might read: @kateo, @metamarketer
    20. 20. how a sketchlevel landing page concept might look: @kateo, @metamarketer
    21. 21. @kateo, @metamarketer
    22. 22. @kateo, @metamarketer
    23. 23. second pass: draftlevel cat spoilers, cat spoilers, unaware of aware of wings related market how might you recognize them what types of search terms by search terms cat accessories, cat toys by search terms cat clothing aware of wings aware of brand previous customer direct traffic; direct traffic; direct access concept brand to login page; searches searches cookie cat wings, gold cat wings Wonderful Cat Wings {brand} + login or help what do they cat wings are need to move images of cats selection? quality? support? ideal cat toy, forward in cat wings? price? quality? return policy? appreciation? accessory how to measure success engagement purchase; signup for newsletter purchase purchase? return visits, referrals etc @kateo, @metamarketer
    24. 24. Remember: improve the system. @kateo, @metamarketer
    25. 25. small gains big wins. Watch grow into @kateo, @metamarketer
    26. 26. Thank you and good luck! Email me at kate@metamarketer.com For a free 20-minute consultation by phone on how to improve your marketing effectiveness. Or connect with me and my company at:  Twitter: @kateo / @metamarketer  Facebook: facebook.com/metamarketer  LinkedIn: linkedin/in/kateoneill @kateo, @metamarketer
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