What Your Customers Want

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View the full replay here: http://www.marketingexperiments.com/marketing-optimization/what-your-customers-want.html

View the full replay here: http://www.marketingexperiments.com/marketing-optimization/what-your-customers-want.html

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  • 1. #webclinicJoin the conversation on Twitter#webclinic
  • 2. What Your Customers Want:How to predict customer behavior formaximum ROI
  • 3. #webclinicJoin the conversation on Twitter#webclinic
  • 4. #webclinicToday’s teamDr. Flint McGlaughlinManaging DirectorJon PowellSenior ResearchManager
  • 5. #webclinic5Marketing takes time and resourcesThe Ideal CustomerThe MarketerTheMessageNoThanksTimeEnergyBudget? How can I know that my campaigns will besuccessful before I invest resources?
  • 6. #webclinic6Background: Medical provider specializing in treating a particular chronicpain.Goal: To plan a content marketing strategy based on which approachgenerates more appeal in condition-based searchers.Primary Research Question: Which content approach will achieve a higherclickthrough rate?Approach: A/B Multifactor Split TestExperiment ID: Research Partner Identity ProtectedLocation: MarketingExperiments Research LibraryTest Protocol Number: TP4067Research Notes:Experiment: Background
  • 7. #webclinicExperiment: Medical Condition KeywordsMedical Condition Keywords:• Keyword 1• Keyword 2• Keyword 3• Keyword 4• Keyword 5• Keyword 6Ad Abbreviated Med. Conditions:• Thyroid pain• Sciatic nerve• Blood Pres.• Kidney cysts• Colonic pain• Lumbar pain*Keywords have been randomly selected and optimized to protect partner identity
  • 8. #webclinicExperiment: TreatmentsTreatment Design:• Template test in 6 condition-based ad groups• Headline is specific to[condition] ad group• Variable is description line one• Value corresponds to contentapproach[Condition] Sufferer?Free access to kidney pain resourcesfrom the experts in kidney health.[Display URL]/[condition]T1: Body Part Pain Resources
  • 9. #webclinicExperiment: Treatments[Condition] Sufferer?Compare available treatments,from the experts in [specialty] health.[Display URL]/[condition]/[condition]T2: Treatment OptionsTreatment Design:• Template test in 6 condition-based ad groups• Headline is specific to[condition] ad group• Variable is description line one• Value corresponds to contentapproach
  • 10. #webclinicExperiment: Treatments[Condition] Sufferer?Learn about the causes & solutions,from the experts in [specialty] health.[Display URL]/[condition]T3: Causes and Solutions*Treatment Design:• Template test in 6 condition-based ad groups• Headline is specific to[condition] ad group• Variable is description line one• Value corresponds to contentapproach*Audience member submission
  • 11. #webclinicExperiment: Treatments[Condition] Sufferer?How to recognize the symptoms,from the experts in [specialty] health.[Display URL]/[condition]T4: Recognize SymptomsTreatment Design:• Template test in 6 condition-based ad groups• Headline is specific to[condition] ad group• Variable is description line one• Value corresponds to contentapproach
  • 12. #webclinicExperiment: Side-by-side[Condition] Sufferer?Free access to specific pain resourcesfrom the experts in [specialty] health.Display URL/[condition]T1: specialty PainResources [Condition] Sufferer?Compare available treatments,from the experts in [specialty] health.Display URL/[condition]T2: Treatment Options[Condition] Sufferer?Learn about the causes & solutions,from the experts in [specialty] health.Display URL/[condition]T3: Causes and Solutions*[Condition] Sufferer?How to recognize the symptoms,from the experts in [specialty] health.Display URL/[condition]T4: Recognize Symptoms*Amy’s submission
  • 13. #webclinicVersion CTR Rel. diff Stat. Conf[Specialty] Pain Resources 0.15% - -Treatment Options 0.17% 14.1%Causes & Solutions* 0.26% 71.8%Symptoms 0.30% 99.7%99.7% Increase in clickthrough rate‘Symptoms’ generated 99.7% more clicks than the ‘[Specialty] PainResources’What You Need to Understand: The ‘Symptoms’ content approach is mostappealing to visitors making condition-based searches.*Audience submissionExperiment: Results99.9%99.9%65.8%
  • 14. #webclinic14The Ideal CustomerThe MarketerTheMessageNoThanksTimeEnergyBudget? How can I know that my campaigns will besuccessful before I invest resources?How can we predict success?
  • 15. #webclinicToday we are going to learn 3 principles to help uspredict the success of our campaigns.
  • 16. #webclinicPRINCIPLE #1: All you need to know is enough to predict
  • 17. #webclinicKey PrinciplesPRINCIPLE #1:Customer research can generate an overwhelming amount of data. We cancut through it with this simple maxim:All we need to know is enough to predict customer behavior.How can we predict success?
  • 18. #webclinicKnowing enough to predictOur researchers call this knowledge the “Customer Theory.”Customer Theory Definition:The Customer Theory is an understanding of the customerthat enables us to predict their total response to a given offer.
  • 19. #webclinicKnowing enough to predict[Condition] Sufferer?Free access to [specialty] painresourcesfrom the experts in [specialty] health.[Display URL]/[condition]T1: [Specialty] Pain Resources[Condition] Sufferer?Compare available treatments,from the experts in [specialty] health.[Display URL]/[condition]T2: Treatment Options[Condition] Sufferer?Learn about the causes & solutions,from the experts in [specialty] health.[Display URL]/[condition]T3: Causes and Solutions*[Condition] Sufferer?How to recognize the symptoms,from the experts in [specialty] health.[Display URL]/[condition]T4: Recognize Symptoms*Amy’s submission? What can we predict based on these results?
  • 20. #webclinicExperiment #2: BackgroundBackground: Medical provider specializing in treating chronic pain.Goal: To plan a content marketing strategy based on which approachgenerates more appeal in condition-based searchers.Primary Research Question: Which content approach will achieve a higherclickthrough rate?Approach: A/B Multifactor Split TestExperiment ID: Research Partner Identity ProtectedLocation: MarketingExperiments Research LibraryTest Protocol Number: TP4068Research Notes:
  • 21. #webclinicAdmin Note: Reference Test ProtocolFrom Test Protocol
  • 22. #webclinicGeneral Hypothesis:“Based on what we learnedfrom the previous contentapproach test, if we use asymptom content approachwhile matching the controlsspecificity to each ad group,we can achieve a higher click-through rate.”-Quoted from Test ProtocolExperiment #2: Control Keyword 1 TreatmentRead about our xx-minute treatmentfor keyword pain relief.[Display URL]/Keyword_1Keyword 2 TreatmentKeyword pain? You Have Options.Ask Our Experts About [procedure].[Display URL]Keyword 3 TreatmentRelieve [keyword] Pain withOur Unrivaled xx-Minute Procedure.[Display URL]/Keyword 3Degenerative Keyword DiseaseRelieve Degenerative [keyword] Pain w/Our Unrivaled Revolutionary Program[Display URL]/DegenerativeKeyword 4 TreatmentNew 53-Minute Procedure, ReclaimYour Life From [keyword] Pain.[Display URL]/KeywordRelief From Keyword PainRead about our 30-minute treatmentfor total freedom from [keyword] pain![Display URL]Control Ads
  • 23. #webclinicExperiment #2: Treatment 1Keyword 1 SymptomsRead about our XX-minute treatmentFor keyword pain relief.[Display URL]/keywordKeyword 2 SymptomsKeyword 2? You Have Options.Ask Our Experts About [Procedure™].[Display URL]Keyword 3 SymptomsRelieve [keyword] Pain withOur Unrivaled XX-Minute Procedure.[Display URL]/keywordKeyword 4 SymptomsNew xx-Minute Procedure, ReclaimYour Life From [keyword] Pain.[Display URL]/keywordKeyword 5 SymtpomsRead about our XX-minute treatmentfor total freedom from [keyword] pain![Display URL]Treatment 1 AdsHow treatment will testhypothesis:“If treatment 1 wins, we willlearn that the symptomcontent approach is mosteffective only when used inthe headline.”-Quoted from Test Protocol
  • 24. #webclinicHow treatment will testhypothesis:“If treatment 2 wins, we willlearn that the symptomcontent approach is mosteffective when used in thedescription and when thedescription is specific to thead group.”-Quoted from Test ProtocolExperiment #2: Treatment 2Keyword 1 TreatmentRead about our xx-minute treatmentfor keyword pain relief.[Display URL]/keywordKeyword 2 TreatmentRead about keyword Symptomsand see how our experts can help![Display URL]Keyword 3 TreatmentRead about keyword Symptomsand see how our experts can help![Display URL]/keywordDegenerative Keyword DiseaseRead how our keyword experts can helprelieve Degenerative keywordSymptoms![Display URL]/DegenerativeKeyword 4 TreatmentRead about keyword Symptomsand see how our experts can help![Display URL]/keywordRelief From Keyword PainRead about keyword Symptomsand see how our experts can help![Display URL]Treatment 2 Ads
  • 25. #webclinicExperiment #2: Treatment 3How treatment will testhypothesis:“If treatment 3 wins, we willlearn that the symptomcontent approach is mosteffective when used in BOTHthe headline and descriptionand when the description isspecific to the ad group.”-Quoted from Test ProtocolKeyword 1 SymptomsRead about our xx-minute treatmentfor keyword pain relief.[Display URL]/keywordKeyword 2 SymptomsRead about keyword Symptomsand see how our experts can help![Display URL]Keyword 3 SymptomsRead about keyword Symptomsand see how our experts can help![Display URL]/ /keywordKeyword 3 SymptomsRead about keyword Symptomsand see how our experts can help![Display URL]/ /keywordKeyword 4 SymptomsRead about keyword Symptomsand see how our experts can help![Display URL]Treatment 3 Ads
  • 26. #webclinicExperiment #2: ResultsVersion CTR Rel. diff Stat. ConfControl 0.28% - -T1- Headline Change 0.26% -5.8%T2- Description Change 0.21% -26.5%T3- Both Change 0.39% 40.6%40% Increase in clickthrough rateAdding ‘Symptoms’ to BOTH headline and description produced a 40% increaseWhat You Need to Understand: By applying the insight from the previoustest and inserting ‘symptoms’ into both the headline and description, theteam was able to create more successful treatments across all ad groups.99.9%99.9%60.6%
  • 27. #webclinic27Knowing enough to predictWhich? Why? What?Research Question Theory QuestionValue Proposition Question:If I am your ideal customer, why should I buy from yourather than your competitors?Ideal CustomerBehavior reflects identity
  • 28. #webclinic28201% 2% 29%Test results are interpreted andsecond test was created based onthe analyst’s observationsAgain, test results areinterpreted and the nextround of testing is startedfor this pageTest is again interpreted andtransferrable principles areapplied to other offer pagesKnowing enough to predictCustomer Theory applied
  • 29. #webclinic29451%302%603%257% 28%• The discoveries and insightsabout customer motivationfrom the three prior tests wereapplied to other landing pagesand used to optimize PPCcampaigns.• The purposeful effort toidentify and selectively applythese transferrable insights ledto widespread optimizationgains.Knowing enough to predictCustomer Theory applied
  • 30. #webclinicPRINCIPLE #2: The Internet is a laboratory
  • 31. #webclinicKey PrinciplesPRINCIPLE #1:Customer research can generate an overwhelming amount of data. All we needto know is enough to predict customer behavior.PRINCIPLE #2:The Internet is not just another marketing channel, it is the primary laboratoryfor conducting customer research.How can we predict success?
  • 32. #webclinic32The Internet as a labThe Internet has become the most efficientmeans of gathering business intelligenceBEFORE a major online (or offline) campaign.Level 1Level 2Level 3The DecisionResolution“To know whatpeople really think,pay regard to whatthey do, rather thanwhat they say.”– Descartes (sourceunknown)
  • 33. #webclinic33The Internet as a labTraditional marketing processThe Traditional Marketing ProcessBusinessLeader CreatesProductAgency deliverscreativeMarketingImplementsOnline marketing has simply beenADDED to the process.
  • 34. #webclinic34The Behavior-Based Marketing ProcessBusinessLeader CreatesProductAgency deliverscreativeMarketingImplementsIf we can interrupt the process andtest the message, then we can driveresults across the business.The Internet as a labBehavioral-based marketing process
  • 35. #webclinic35The Internet as a lab548%SEO Landing PageExample141%HomepageLower investmentchannelsHigherinvestmentchannelsOffline Campaigns*TV image by Brylle
  • 36. #webclinicPRINCIPLE #3: Negative tests can generate positive results
  • 37. #webclinicKey PrinciplesPRINCIPLE #1:Customer research can generate an overwhelming amount of data. All we needto know is enough to predict customer behavior.PRINCIPLE #2:The Internet is not just another marketing channel, it is the primary laboratoryfor conducting customer research.PRINCIPLE #3:The goal of a test is not (simply) to get a lift but rather to get a learning. Even anegative test can translate into a positive result.How can we predict success?
  • 38. #webclinic38Background: Company is a publisher of electronic marketing information and offersrelated services.Goal: Increase registrations for a free email newsletter.Primary Research Question: Which sign-up page will yield the highest conversion rate?Approach: A/B/C Multivariate test involving changes in headline, credibility indicators,and images according to optimization best practices.Experiment ID: (Protected)Location: MarketingExperiments Research LibraryTest Protocol Number: #TP1092Research Notes:Experiment #3: Background
  • 39. #webclinic39ControlExperiment #2: Control?What are someproblems you seewith the control?
  • 40. #webclinic40Treatment 1Treatment 2Experiment #3: Treatments
  • 41. #webclinic41• Clearer headline emphasizesthe value proposition.• “Featured Clients” listemphasizes value and reducesanxiety.• Bolded key terms make bodycopy easier to read and scan.• Form fields are reduced to thebare minimum.• Costumer testimonials reduceanxiety.• Anti-spam seal reducesanxiety.Treatment 1Experiment #3: Treatment 1
  • 42. #webclinic42• Headline is stronger andmore quantitative toemphasize the valueproposition.• Added more testimonials.• Rearranged page to givebetter site flow.• Added personal feel withimages and hand-writtensignature.• “Tell me where to send…”language used.Treatment 2Experiment #3: Treatment 2
  • 43. #webclinic43Treatment 1 Treatment 2ControlExperiment #3: Side-by-sideWhich of these treatments had the highest conversion rate?
  • 44. #webclinic44Vs.Control Treatment 1Conversion Rate = 14.26% Conversion Rate = 6.74%53%Experiment #3: Treatment 1 results
  • 45. #webclinic45Vs.Control Treatment 2Conversion Rate = 14.26% Conversion Rate = 6.84%52%Experiment #3: Treatment 2 results
  • 46. #webclinic46Version CR Rel. diff Stat. ConfOriginal 14.26% - -Treatment 1 6.74% -52.7%Treatment 2 6.84% -52.0%53% Decrease in conversionThe lowest performing treatment decreased conversion by 53%What You Need to Understand: Through the negative lift in this test, wewere able to learn that the customer was already sold by the time theylanded on this page.95%95%Experiment #3: Results
  • 47. #webclinic47• Common landing page bestpractices failed to improveconversion on this originalpage.• Began testing removal ofelements from the page tomatch visitor motivationlevels.• If adding elements toincrease the valueproposition decreasedconversion, maybe the trafficto this page was alreadyhighly motivated?ControlExperiment #4: Control
  • 48. #webclinic48• Much of the copy onthis page is removed,leaving simple formsubmission fields.• No real selling pointsare included in thisdesign.TreatmentExperiment #4: Treatment
  • 49. #webclinic49Experiment #4: Side-by-sideControlTreatment
  • 50. #webclinic50Version CR Rel. diff Stat. ConfOriginal 12.09% - -Treatment 21.54% 78.12%78% Increase in conversionThe treatment increased conversion by 78.12%95%Experiment #4: Results
  • 51. #webclinic51What You Need to Understand: Without the “negative lifts” thatchallenged almost every part of our normal optimization methodology, itwould have taken much longer to achieve the eventual 78% increase.X X Test Cycle: Results53%52% 78%
  • 52. #webclinic52What You Need to Understand: Without the “negative lifts” thatchallenged almost every part of our normal optimization methodology, itwould have taken much longer to achieve the eventual 78% increase.Test Cycle: Results53%52% 78%
  • 53. #webclinic53Summary: Putting it all togetherKey PrinciplesPRINCIPLE #1:Customer research can generate an overwhelming amount of data. All we needto know is enough to predict customer behavior.PRINCIPLE #2:The Internet is not just another marketing channel, it is the primary laboratoryfor conducting customer research.PRINCIPLE #3:The goal of a test is not (simply) to get a lift, but rather to get a learning. Even anegative lift can translate into a positive result.
  • 54. #webclinic54Optimization Summit 2012 in Denver
  • 55. #webclinic55Audience Questions
  • 56. #webclinic56Question 1How do we formulate a properresearch question??
  • 57. #webclinic57Question 2How do you balance SEO withValue Proposition??
  • 58. #webclinic58Question 3Is it possible to have the same landingpage for organic and PPC traffic??
  • 59. #webclinic59Question 4Can you talk about application ofcustomer theory to engaging charitabledonations??
  • 60. #webclinic60Question 5How does Value Proposition apply tosales??
  • 61. #webclinic61http://whiterimage.com/Submission 1Primary Channel:SearchTarget Audience:Females, 18-40Page Objective:To read more about aproduct.
  • 62. #webclinic62http://www.appup.comSubmission 2Primary Channel:Advertising via display,search, emailTarget Audience:Consumers who use PCsPage Objective:Click download to getmore information andthen download the freesoftware with anotherclick.
  • 63. #webclinic63Submission 3Primary Channel:Organic keywords- home lighting;ceiling lights; table lamps;We just updated the page and lostranking.Target Audience:Home owners 40+ and contractors.Page Objective:The next action should be to search,and once they search they shouldbuy.We plan to have a sign-up box on thesearch page so users can enter theiremail to receive special offers.http://kewlighting.co.uk/
  • 64. #webclinic64Submission 4http://www.wwf.org.za/donatePrimary Channel:Homepage (organic,referral, and email)Target Audience:Existing WWF donors(contacts), non-donors(leads) on our databaseand new leads that canbe converted to newdonors to WWF-SAPage Objective:Click to another pagewith more detail/nextsteps.
  • 65. #webclinic65Submission 5Primary Channel:Display advertising(Sympatico, Facebook,Olive Network, Casale,Cineplex) and paid searchTarget Audience:Future students (maintarget grade 12 grads -18-24, but extending as wideas to 35; mainly in Ontarioand western Quebec)Page Objective:To click “book a tour” or“request a publication”http://www.algonquincollege.com/prospective/
  • 66. #webclinicMECLABS conducts rigorous experiments in the new science of optimization.We apply our discoveries to help leaders optimize the financial performanceof their sales and marketing programs.Learn more about how you maybe a fit for a MECLABS researchpartnership:• Select Research PartnershipOpportunities on the post-webinar survey• Contact us directlyinfo@MECLABS.com1-877-635-0565MECLABS Research Partnership Opportunitiesx