Driving Profit in the Downturn:Using Data to Improve Website Performance and Drive Business Results

Driving Profit in the Downturn:Using Data to Improve Website Performance and Drive Business Results
Marisa Gallagher and Jamie Yaptinchay

Who We Are
Marisa Gallagher
Vice President, User Experience
8+ years with the company
Clients: Cisco, Disney, Ancestry, Genentech, McKesson, Sun Microsystems, Singapore Airlines, Napster, Farmers Insurance, NASA, Visa, ESPN, ABC
Studied Anthropology and Film at Notre Dame, Business at Haas
Worked at the early days of CNET and LookSmart
Areas of focus: uses of narrative and data, media & entertainment, travel, enterprise
Jamie Yaptinchay
Strategist, Site Optimization
4 years with the company
Clients: 50+
Double degree in Informatics and Economics at University of Washington
Early Atlas analyst and pioneer in use of the Atlas tag for site-side analysis
Areas of focus: translating data to business goals, SO, combining qual + quant
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Why Data + Profits = Marketing Needs to Sharpen Its Focus
88% of CMOs are seeing the downturn wreak havoc on their budgets and plans

Let’s Get Down to Business
Setting Perspective

The Top 10 Profit-Driving Uses of Data
See how you measure up
Don’t play hard to get
Know where you’re coming from and going to
Dig for (buried) treasure
Follow your treasure trove
Don’t play 20 questions
Don’t fumble in the end zone
Raiders of the last log
Explore the space-time continuum
Track your buzz, hug your haters

Start with a Hypothesis – Map Your Customer’s Flow
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Use the timeline below to map a typical (core or new type) customer’s relationship to your brand.
Plot 3-5 key experiences your customers have on the way through the gates of the funnel.
Mark down when and where those experiences happen and why they are so key to your funnel.
Identify 2-3 questions you have about this flow – ideas you have a hunch about and want to investigate.
preference
You rock!
conversion
consideration
awareness
zero
emotion
You suck!

Start with a Hypothesis – Map Your Customer’s Flow
Page 7 © 2008 Razorfish. All rights reserved.
EXAMPLE
preference
Tested the product + like it
Found a perfect deal
You rock!
Friend recommended them
Got coupon for new one, just as was running out
Another friend recommended a second option
conversion
loves the monthly newsletter and is on an auto-refill
Saw funny commercial
consideration
Saw good demo from competitor
awareness
zero
emotion
You suck!

Diving Into the Details
Seeing the Ideas in Action

1. See How You Measure Up
Do you have room to move? Are you closer to the floor or the ceiling?
*sample stats only

2. Don’t Play Hard to Get
Search marketing is too big to ignore – your competitors will be using it, if they aren’t already

3. Know Where Your Coming From & Going To
Is every page your “home page”?

4. Dig for (Buried) Treasure
E-commerce
Media & Entertainment

5. Follow the Treasure Trove
Test to understand users’ behavior

6. Don’t Play 20 Questions
Only dogs like to jump through hoops

7. Don’t Fumble In the End Zone
The most critical drop-off point occurred after users actually submitted application forms.
This represents a loss of over 3,600 card applications

8. Raiders of the Last Logs
Even Google and Zappos can offer Insights

9. Explore The Space-Time Continuum
“We’ve moved our publication schedule because the news environment has shifted and we’ve been listening to you.”
– Time Magazine

10. Track Your Buzz, Hug Your Haters
Even disappointment can lead to a better relationship – if it’s thought of as one.

Thank You
Marisa Gallagher
marisa.gallagher@razorfish.com
www.twitter.com/marisagallagher
Jamie Yaptinchay
jamie.yaptinchay@razorfish.com
www.twitter.com/jamiey

Appendix - Abandonment Rate
Do you have room to move? Are you closer to the floor or the ceiling?