Smart, Scalable, and Sophisticated: How to Optimize Your Marketing, Not Just Your Conversion Rate - Kate O'Neill - Pubcon Vegas 2013
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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 ...

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.

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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"}

Smart, Scalable, and Sophisticated: How to Optimize Your Marketing, Not Just Your Conversion Rate - Kate O'Neill - Pubcon Vegas 2013 Smart, Scalable, and Sophisticated: How to Optimize Your Marketing, Not Just Your Conversion Rate - Kate O'Neill - Pubcon Vegas 2013 Presentation Transcript

  • Smart, Scalable, and Sophisticated: How to Optimize Your Marketing, Not Just Your Conversion Rate [presented by] Kate O’Neill, CEO of [meta]marketer
  • 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
  • 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 @kateo, @metamarketer
  • 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
  • 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
  • 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 channel. @kateo, @metamarketer
  • @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 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
  • 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 your marketing effectiveness. Or connect with me and my company at:  Twitter: @kateo / @metamarketer  Facebook: facebook.com/metamarketer  LinkedIn: linkedin/in/kateoneill @kateo, @metamarketer