Optimizing for Multiple Customer Personas: How a recent test “broke the rules” of optimization and drove a 331% conversion lift
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Optimizing for Multiple Customer Personas: How a recent test “broke the rules” of optimization and drove a 331% conversion lift

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Standard rules of optimization often call for a single focus in writing the headline, body copy and even call-to-action. This works well when all of your visitors are interested in the same thing. ...

Standard rules of optimization often call for a single focus in writing the headline, body copy and even call-to-action. This works well when all of your visitors are interested in the same thing.

But, what do you do when you have to write copy for a page that serves multiple visitor types with varying interests?

In this Web clinic, Flint McGlaughlin, Managing Director, MECLABS, will reveal how copywriting and design impacts clicks and conversions on pages that serve highly diverse interests simultaneously.

He will address some of the most common questions related to managing the messaging:

• How many visitor types can I address on a single page?
• How do I choose which prospect to focus on?
• Are there any effective templates for managing multiple customers?
• How do I balance the divided attention?
• What copywriting mistakes are commonly made when writing for different personas?

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    Optimizing for Multiple Customer Personas: How a recent test “broke the rules” of optimization and drove a 331% conversion lift Optimizing for Multiple Customer Personas: How a recent test “broke the rules” of optimization and drove a 331% conversion lift Presentation Transcript

    • Optimizing for Multiple Personas How a recent test “broke the rules” of optimization and drove a 331% conversion lift
    • Today’s Team Jon Powell Senior Manager Research and Strategy MECLABS @jonpowell31 Market research practitioner with 6+ years of hands-on discovery gained through managing hundreds of A/B and multivariate tests for e-commerce, healthcare, financial, and education Research Partners. #WebClinic
    • An Experiment
    • Background Experiment ID: TP1560 Record Location: MECLABS Research Library Research Partner: [Protected] Background: An organization that offers a minimally invasive medical treatment for people suffering from chronic pain. Goal: To increase leads from the website. Research Question: Which site will generate the highest lead conversion rate? Test Design: A/B multifactorial test. #WebClinic
    • Version A #WebClinic
    • Version A #WebClinic
    • Version B #WebClinic
    • Version B #WebClinic
    • Side-by-Side Version B Version A #WebClinic
    • 331% Relative Increase in Conversions The new page template B increased lead capture rate by 330.6% Conv. Rate % Rel. Change Version A 1.6% Version B 7.0% -330.6% #WebClinic Stat. Conf. 99%
    • Familiar Behavior Patterns From this To this Protocol ID: TP1306 266% Increase in clicks LOGO LOGO Protocol ID: TP1213 78% Increase in conversions Protocol ID: TP2026 46% Increase in purchases #WebClinic
    • Why did the treatment win? So what was different in this situation? #WebClinic
    • Optimizing for Multiple Personas F Key Principles 1. Messaging is naturally ordered into four stages: (1) To Listen, (2) To Attract, (3) To Converse, (4) To Nurture. The order is as important as the activity. One cannot converse before one attracts; one should not attract before one listens. #WebClinic
    • Why did the treatment win? After examination of: • Feedback from service reps and Sales • A data/metrics analysis of incoming channels and keywords • Existing customer research The team’s preliminary research question: What is the effect of providing multiple paths (CTAs) for visitors to choose based on where they are in the process? #WebClinic
    • Optimizing for Multiple Personas F Key Principles 1. Messaging is naturally ordered into four stages: (1) To Listen, (2) To Attract, (3) To Converse, (4) To Nurture. The order is as important as the activity. One cannot converse before one attracts; one should not attract before one listens. 2. To enable conversation with different customers arriving at the same intersection, one must alter the geography of the page in a way that attracts each group into its own conversation. #WebClinic
    • Why did the treatment win? Though equally weighted on the page, the content is not equal in the mind. #WebClinic
    • Optimizing for Multiple Personas How do I write and design for a page that serves multiple visitor types with varying interests? #WebClinic
    • Optimizing for Multiple Personas F Key Principles 1. Messaging is naturally ordered into four stages: (1) To Listen, (2) To Attract, (3) To Converse, (4) To Nurture. The order is as important as the activity. One cannot converse before one attracts; one should not attract before one listens. 2. To enable conversation with different customers arriving at the same intersection, one must alter the geography of the page in a way that attracts each group into its own conversation. 3. A meta-analysis of these page types has uncovered how copywriting and design can be adjusted to maximize response from pages serving multiple customer personas. #WebClinic
    • Optimizing for Multiple Personas Today, we are going to walk through tactical design and copy changes extracted from patterns of customer response. #WebClinic
    • Design Changes #WebClinic
    • Design Changes F Key Principles 1. The marketer’s goal is not simplicity; the marketer’s goal is clarity. The former is the means to the latter. 2. Simplicity which obscures clarity is lethal to the close. This is true as it relates to the prospect’s understanding of the marketer’s offer. #WebClinic
    • Example: Simplicity vs. Clarity Protocol ID: TP1315 Control How would you increase the search volume on this page? #WebClinic
    • Example: Simplicity vs. Clarity Treatment By giving the page a more Google-like search experience, our researchers hypothesized an increase in search volume … The result proved that simplicity does not always guarantee clarity. 5.6% Decrease in search volume #WebClinic
    • Design Changes F Key Actions 1. To enable clarity of the offer for multiple personas, focus on these three types of page template adjustments: • The number of conversion paths • The availability of subheadlines and headers for instructional guidance • The sequence of the content #WebClinic
    • From TP1499 To This … This, Protocol ID: From This #WebClinic
    • From This, To This … Utilized the header to be instructional To This Optimal # of paths 25% Increase in clicks #WebClinic
    • From TP1315 To This … This, Protocol ID: From This #WebClinic
    • From This, To This… To This Optimized the number of paths 32.4% Increase in conversions #WebClinic Added a subheadline for explanation
    • From TP1460 To This … This, Protocol ID: From This #WebClinic
    • Utilized headers for explanation From This, To This … To This Reduced paths via consolidation 63% Increase in conversions #WebClinic
    • From TP17XX To This … This, Protocol ID: From This Increase in clickthrough #WebClinic
    • Added a headline and explanation subheadline From This, To This … To This 181% Increase in clickthrough Adjusted color #WebClinic Adjusted content position
    • Copy Changes #WebClinic
    • Copy Changes F Key Principles 1. “Mind is the great lever of all things; human thought is the process by which human ends are ultimately answered.” -Daniel Webster #WebClinic
    • The Great Lever in Action #WebClinic
    • The Great Lever in Action The Top 5 Reasons for Bungee Jumping 1. Overcome a fear 2. If you go naked, it could be free! 3. Cross an item off the bucket list 4. Bragging rights 5. It’s safe #WebClinic
    • Copy Changes F Key Principles 1. “Mind is the great lever of all things; human thought is the process by which human ends are ultimately answered.” -Daniel Webster 2. We must realize that even as the lever moves in degrees, the sale moves in stages. The marketer must match the message to the stage. We achieve this by synchronizing geography with chronology. #WebClinic
    • Customer Buying Cycle Sample Keyword The wide variety of search terms brings light to what customers are trying to achieve online. Search Volume Florida Car Insurance Quote Low Car Insurance Quote Medium Buying Process Purchase Intent + Shop Car Insurance High Consideration or Research Insurance Very High Awareness #WebClinic
    • Copy Changes F Key Actions 1. To enable a type of synchronization that serves multiple personas, align your copy within each competing section closely with: • Different stages in the buying cycle • Relevant, distinguishable categories of interest #WebClinic
    • From TP1560 To This … This, Protocol ID: From This #WebClinic
    • From This, To This … To This 331% Increase in conversions #WebClinic New copy focuses on relevant topics aligned with buying cycle stage
    • From This, To This … A single section was rewritten to attract more of a given prospect type Then This 49.5% Increase in clickthrough #WebClinic
    • From TP1503 & TP1507 This … This, To Protocol ID: From This #WebClinic
    • All Traffic To This 20.6% Increase in conversions #WebClinic
    • Partner Sites Then This As a result of this discovery, the team installed dynamic response pages 32.4% Increase in conversions 20.6% Increase in conversions #WebClinic Google 198% Increase in conversions
    • From TP1315 To This … This, Protocol ID: From This #WebClinic
    • From TP1315 To This … This, Protocol ID: Copy written for browsers and deal seekers 5.8% Increase in search volume #WebClinic
    • A Final Experiment #WebClinic
    • Background Experiment ID: TP1203 Record Location: MECLABS Research Library Research Partner: [Protected] Background: A subscriber-only social media site designed to provide fast, easy access expert advice for IT. Goal: To increase subscriptions, subscription revenue. Research Question: Which sign-up process will produce the greatest subscription rate? Test Design: A/B multifactorial test. #WebClinic
    • Background #WebClinic
    • Background #WebClinic
    • Control Order Page Pop-over #WebClinic
    • Treatment #WebClinic
    • Side-by-Side Control Treatment #WebClinic
    • 10.9% Relative Decrease in Revenue Per Visit The treatment order process received 10.9% less revenue per visit than the control. Conv. Rate % Rel. Change $$$ / Visit % Rel. Change Control .095% Treatment .098% -1.12% #WebClinic $1.89 -- $1.68 -10.93%
    • Review #WebClinic
    • Summary: Putting it all together F Key Points 1. The marketer’s goal is not simplicity; the marketer’s goal is clarity. To enable clarity as it relates to the prospect’s understanding of the marketer’s offer, focus on three types of page template adjustments: • • • The number of conversion paths The availability of subheadlines and headers for instructional guidance The sequence of content 2. As the sale moves in stages, the marketer must match the message to the stage. Achieve this by aligning copy of each competing section with: • • Different stages in the buying cycle Relevant, distinguishable categories of interest #WebClinic
    • Templates for Multiple Customers Page Templates that Work Published July 5, 2013 http://www.marketingexperiments.com/site-optimization/page-templates-that-work.html #WebClinic
    • See how you can conduct research with us… MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs. Learn more about how you may be a fit for a MECLABS research partnership: • Select Research Partnership Opportunities on the postwebinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 x #WebClinic
    • Live Optimization
    • EMAIL AWARDS Winners Announced MECLABS.com/EmailAwards #WebClinic
    • Live Optimization CVCheck Primary Audience: Individuals and HR managers Primary Objective: Sell background checks http://bit.ly/1h0hl4n #WebClinic
    • Live Optimization Sherman College Primary Audience: Sherman College students and alumni Primary Objective: Send visitors to proper area http://bit.ly/16n2Wgl #WebClinic