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

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Presentation from the Razorfish Client Summit on April 22, 2009 with Jamie Yaptinchay Prins

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

  1. 1. Driving Profit in the Downturn:Using Data to Improve Website Performance and Drive Business Results<br />Marisa Gallagher and Jamie Yaptinchay<br />
  2. 2. Who We Are<br />Marisa Gallagher<br />Vice President, User Experience<br />8+ years with the company<br />Clients: Cisco, Disney, Ancestry, Genentech, McKesson, Sun Microsystems, Singapore Airlines, Napster, Farmers Insurance, NASA, Visa, ESPN, ABC<br />Studied Anthropology and Film at Notre Dame, Business at Haas<br />Worked at the early days of CNET and LookSmart<br />Areas of focus: uses of narrative and data, media & entertainment, travel, enterprise<br />Jamie Yaptinchay<br />Strategist, Site Optimization<br />4 years with the company<br />Clients: 50+<br />Double degree in Informatics and Economics at University of Washington<br />Early Atlas analyst and pioneer in use of the Atlas tag for site-side analysis<br />Areas of focus: translating data to business goals, SO, combining qual + quant<br />Page 2© 2009 Razorfish. All rights reserved.<br />
  3. 3. Why Data + Profits = Marketing Needs to Sharpen Its Focus<br />88% of CMOs are seeing the downturn wreak havoc on their budgets and plans<br />Page 3© 2009 Razorfish. All rights reserved.<br />
  4. 4. Let’s Get Down to Business<br />Setting Perspective<br />
  5. 5. The Top 10 Profit-Driving Uses of Data<br />Page 5© 2008 Razorfish. All rights reserved.<br />See how you measure up<br />Don’t play hard to get<br />Know where you’re coming from and going to<br />Dig for (buried) treasure<br />Follow your treasure trove<br />Don’t play 20 questions<br />Don’t fumble in the end zone<br />Raiders of the last log<br />Explore the space-time continuum<br />Track your buzz, hug your haters<br />
  6. 6. Start with a Hypothesis – Map Your Customer’s Flow<br />Page 6 © 2008 Razorfish. All rights reserved.<br />Use the timeline below to map a typical (core or new type) customer’s relationship to your brand.<br />Plot 3-5 key experiences your customers have on the way through the gates of the funnel.<br />Mark down when and where those experiences happen and why they are so key to your funnel.<br />Identify 2-3 questions you have about this flow – ideas you have a hunch about and want to investigate.<br />preference<br />You rock!<br />conversion<br />consideration<br />awareness<br />zero<br />emotion<br />You suck!<br />
  7. 7. Start with a Hypothesis – Map Your Customer’s Flow<br />Page 7 © 2008 Razorfish. All rights reserved.<br />EXAMPLE<br />preference<br />Tested the product + like it<br />Found a perfect deal<br />You rock!<br />Friend recommended them<br />Got coupon for new one, just as was running out<br />Another friend recommended a second option<br />conversion<br />loves the monthly newsletter and is on an auto-refill<br />Saw funny commercial<br />consideration<br />Saw good demo from competitor<br />awareness<br />zero<br />emotion<br />You suck!<br />
  8. 8. Diving Into the Details<br />Seeing the Ideas in Action<br />
  9. 9. 1. See How You Measure Up<br />Page 9© 2008 Razorfish. All rights reserved.<br />Do you have room to move? Are you closer to the floor or the ceiling?<br />*sample stats only<br />
  10. 10. 2. Don’t Play Hard to Get<br />Search marketing is too big to ignore – your competitors will be using it, if they aren’t already<br />Page 10© 2008 Razorfish. All rights reserved.<br />
  11. 11. 3. Know Where Your Coming From & Going To<br />Page 11© 2008 Razorfish. All rights reserved.<br />Is every page your “home page”?<br />
  12. 12. 4. Dig for (Buried) Treasure<br />Page 12© 2008 Razorfish. All rights reserved.<br />E-commerce<br />Media & Entertainment<br />
  13. 13. 5. Follow the Treasure Trove<br />Page 13© 2008 Razorfish. All rights reserved.<br />Test to understand users’ behavior<br />
  14. 14. 6. Don’t Play 20 Questions<br />Page 14© 2008 Razorfish. All rights reserved.<br />Only dogs like to jump through hoops<br />
  15. 15. 7. Don’t Fumble In the End Zone<br />Page 15© 2008 Razorfish. All rights reserved.<br />The most critical drop-off point occurred after users actually submitted application forms.<br />This represents a loss of over 3,600 card applications<br />
  16. 16. 8. Raiders of the Last Logs<br />Page 16© 2008 Razorfish. All rights reserved.<br />Even Google and Zappos can offer Insights<br />
  17. 17. 9. Explore The Space-Time Continuum<br />Page 17© 2008 Razorfish. All rights reserved.<br />“We’ve moved our publication schedule because the news environment has shifted and we’ve been listening to you.”<br /> – Time Magazine<br />
  18. 18. 10. Track Your Buzz, Hug Your Haters<br />Page 18© 2008 Razorfish. All rights reserved.<br />Even disappointment can lead to a better relationship – if it’s thought of as one. <br />
  19. 19. Thank You<br />Marisa Gallagher<br />marisa.gallagher@razorfish.com<br />www.twitter.com/marisagallagher<br />Jamie Yaptinchay<br />jamie.yaptinchay@razorfish.com<br />www.twitter.com/jamiey<br />
  20. 20. Appendix - Abandonment Rate<br />Page 20© 2008 Razorfish. All rights reserved.<br />Do you have room to move? Are you closer to the floor or the ceiling?<br />

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