Marketing Mashup: Top takeaways from Web Opt Summit 2014

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you have 30 minutes, we have all the highlights from Web Optimization Summit 2014 in New York City.

Join Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, as they distill the "need-to-knows" from sessions with organizations such as The Boston Globe, Harvard Business School and Ancestry.com.

In this presentation, they'll cover the main takeaways from the stage, topics like:

- Sustainable competitive advantage
- Selling the intangible
- Moving beyond the landing page
- How, when and why minor changes have a major impact on conversions
- And many more

*Slides from this presentation will be sent to registrants at it's conclusion.

Published in: Business, Technology

Marketing Mashup: Top takeaways from Web Opt Summit 2014

  1. 1. Ask questions and tell us what you learned on Twitter! #WebOpt14
  2. 2. Marketing Mashup: Top Takeaways from Web Opt Summit 2014 #WebOpt14
  3. 3. Allison Banko Reporter MECLABS @AllisonBanko Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Today’s speakers
  4. 4. Ask questions and tell us what you learned on Twitter! #WebOpt14
  5. 5. Related resources • Web Optimization: Can you repeat your test results? • Customer-centric Marketing: How transparency translates into trust • Web Optimization: Ancestry.com improves conversion 20% by reducing choice barriers • Web Optimization: VacationRoost implements 2 testing methodologies to boost total conversion rates by 12% • The Boston Globe: Discovering and optimizing a value proposition for content
  6. 6. Capture transferable insights Web & Product Marketing Manager Accellos Kait Vinson
  7. 7. Capture transferable insights Web & Product Marketing Manager Accellos Kait Vinson Need headline with value Intensify the value of copy Images of product CTA needs more value Need to focus the two CTAs “Register Now” implies no value
  8. 8. Original Capture transferable insights
  9. 9. Original New Design Capture transferable insights
  10. 10. Original New Design Capture transferable insights 56%Increase in conversion
  11. 11. Testing and optimization cycle boosts conversion Source: MarketingSherpa.com/ecommerce
  12. 12. Poll: How do you want this webinar to go? A. Snapshot: Let’s go fast and get through a lot B. Take it Slow: Let’s dive deep into a few key discoveries
  13. 13. Michael Norton Harvard Business School Trust Through Transparency
  14. 14. The submerged state
  15. 15. Transparency • Expressed a desire for larger government with more services • Perceived the government to be doing a better job • And even: Government often does a better job than it’s given credit for
  16. 16. Use transparency to: • Get more credit from your partner • Get more credit from your coworkers • Help your customers understand all of the services you provide them
  17. 17. Takeaway: Times haven’t changed that much since third grade math class – show your work to get full credit.
  18. 18. Ryan Hutchings Director of Marketing VacationRoost How one company implements an entire testing methodology every day The Nuts and Bolts
  19. 19. What’s a good goal for bounce rates? > 50% 40%-50% 30%-40% < 30%
  20. 20. What’s a good goal for CTR to the next page or step? > 60% 50%-60%30%-50% < 30%
  21. 21. Determining a “good” conversion rate Source: MarketingSherpa.com/ecommerce Conversion rate was most frequently less than 15%, with many responses below 1%
  22. 22. Conversion goal results
  23. 23. Control Treatment Large Test: Lead forms 1 Security seals
  24. 24. Control Fail – no lift. Large Test: Lead forms 1 Treatment
  25. 25. Control Treatment Large Test: Lead forms 2 Shorter form
  26. 26. Control Fail – no lift. Large Test: Lead forms 2 Treatment
  27. 27. Control Treatment Large Test: Lead forms 3 Option to call
  28. 28. Control Treatment Fail – no lift. Large Test: Lead forms 3
  29. 29. Large Test: Lead forms
  30. 30. Large Test: Lead forms
  31. 31. Large Test: Lead forms 19% Lift
  32. 32. Small Test: PPC landing pages 39
  33. 33. Small Test: PPC landing pages 40
  34. 34. Small Test: PPC landing pages 41 How can we reduce friction and anxiety on this page?
  35. 35. Small Test: PPC landing pages 42
  36. 36. Small Test: PPC landing pages 43
  37. 37. Small Test: PPC landing pages 44 427% increase in CTR
  38. 38. Takeaway: Testing your webpages is like golf – you wonder why you put yourself through all of the “no lifts” until you finally get that win.
  39. 39. Test Snapshot: VMware Background: SMB Solutions Page features multiple products. Objective: To increase Try, Buy and engagement clicks. Primary Research Question: Will elevating vSphere Essentials and vCenter Log Insight above the fold with CTAs increase engagement? Test Design: A/B test (Control vs. Variant B vs. Variant C) 33/33/33 split Presenter: Cindy Lu Title: Sr. Marketing Manager, Digital Marketing Strategy Company: VMware
  40. 40. SMB: Identify and capitalize on quick wins Control Variant B: vSphere Essentials Hero Variant C: vCenter Log Insight Hero
  41. 41. Experiment 3: Results What You Need to Understand: For a quick win, start with thinking about where low-hanging fruit opportunities can be found. Buy Online CTR Conversion Rate Relative Difference Level of Confidence Control Page 1.56% - - Treatment A – vSphere Essentials “Get Pricing” CTA 16.50% 956.16% 98% Treatment B – vCenter Log Insight “Buy Online” CTA 6.73 330.49% 956% increase in clickthrough Moving the CTA above the fold increased CTR 956%.
  42. 42. From one-size-fits-all to customized experience Offer Page Transformation Emily Titcomb Sr. Manager, Product Marketing Ancestry.com Julia Babiarz Sr. Interactive Art Director Ancestry.com
  43. 43. 12
  44. 44. 13 Self-selectors Interrupted Browsers
  45. 45. 21 Self-selectors Interrupted Browsers
  46. 46. Experiment 2 New Template Design: Background Objective: Replace the current high-performing Free Trial Deny page design with a template-based design, so that we can then target, customize and optimize. Primary Research Question: Can we succeed with a total redesign of the Free Trial Deny page? Test Design: A/B test – old design vs. new design Research Notes: Since our “Interrupted Browsers” group is the largest, we decided to test the Free Trial Deny page first.
  47. 47. 24 Control Treatment: Template Format
  48. 48. ! Experiment 2: Results What You Need to Understand: We failed on our first attempt at a template design, but couldn’t isolate why. Recipes Conversion % Lift Control 2.57% - Treatment 1 – New template design 2.38% -7.5% 7.5% decrease in conversion
  49. 49. Experiment 3 New Template Design Take 2: Background Objective: Examine three different factors of the new template design in an attempt to isolate exactly why the new template design failed. Primary Research Question: Can we figure out what factors matter most for conversion? Test Design: 9-cell full-factorial test. Default vs. new template with three factors: button size, price placement and imagery placement Research Notes:
  50. 50. 27
  51. 51. 27 Button size: Standard vs. large
  52. 52. 27 Button size: Standard vs. large
  53. 53. 27 Button size: Standard vs. large Price placement: Near CTA vs. far from CTA
  54. 54. 27 Button size: Standard vs. large Price placement: Near CTA vs. far from CTA
  55. 55. 27 Button size: Standard vs. large Price placement: Near CTA vs. far from CTA Imagery placement: Side vs. top
  56. 56. 27 Button size: Standard vs. large Price placement: Near CTA vs. far from CTA Imagery placement: Side vs. top
  57. 57. ! Experiment 3: Results What You Need to Understand: Price placement was the most influential element on conversion. Recipes Conversion Control 1.93% Standard Button, Price Top, Images Left 1.73% Standard Button, Price Below, Images Left 1.94% Standard Button, Price Below, Images Top 1.83% Standard Button, Price Top, Images Top 1.66% Large Button, Price Top, Images Left 1.69% Large Button, Price Top, Images Top 1.66% Large Button, Price Below, Images Top 1.77% Large Button, Price Below, Images Left 1.80% Conversion matched
  58. 58. ! Experiment 3: Results What You Need to Understand: Price placement was the most influential element on conversion. Recipes Conversion Control 1.93% Standard Button, Price Top, Images Left 1.73% Standard Button, Price Below, Images Left 1.94% Standard Button, Price Below, Images Top 1.83% Standard Button, Price Top, Images Top 1.66% Large Button, Price Top, Images Left 1.69% Large Button, Price Top, Images Top 1.66% Large Button, Price Below, Images Top 1.77% Large Button, Price Below, Images Left 1.80% Conversion matched
  59. 59. 29 Deny Page Consistency and Template Format: The winning treatment
  60. 60. 29 Interrupted Browsers: Free Trial Deny Deny Page Consistency and Template Format: The winning treatment
  61. 61. 29 Interrupted Past Free Trialers: Hard Offer Deny Deny Page Consistency and Template Format: The winning treatment
  62. 62. 29 Upgraders: Upgrade Deny Deny Page Consistency and Template Format: The winning treatment
  63. 63. 29 Upgraders: Upgrade Deny Deny Page Consistency and Template Format: The winning treatment 10% lift
  64. 64. Takeaway: Test multiple elements on your page to appeal to the multiple persona types visiting your site – never stop discovering things about your visitors.
  65. 65. Test Snapshot: Publishers Clearing House Objective: To convert unengaged visitors into engaged customers. Primary Research Question: Will a simple, but attention-grabbing, header convince unengaged visitors to play a game? Test Design: A/B split test Presenter: Michael Zane Title: Sr. Director of Online Marketing Company: Publishers Clearing House Research Notes:
  66. 66. Test Design: Runs for 7 days Unengaged repeat visitor Message drops from top after 2-second delay
  67. 67. PCH.com: Control
  68. 68. Hey there, Speedy! Don’t leave yet! We have winners every day, MichaelB – Play now and you could be one of them!
  69. 69. Unengaged message variations Hey there, Speedy! Don’t leave yet! We have winners every day, [username] – play now and you could be one of them! FREE Money! Daily WINNERS Guaranteed! [username], how can you say no? Is it a Bird? Is it a Plane? No, it’s [username] coming and going SO FAST! Slow down & play awhile – it could win you BIG CASH! Money! Money! Money! We’re giving it away, [username] – Play Now! We saw you left without playing last time, [username]. Don’t you want to win? Don’t leave without playing our $2,500.00 Instant Win Scratch Cards, [username]! A BIG WIN could be just a few clicks away!
  70. 70. 36% lift in engaged users Compared to the control Engaging the Unengaged: Results Initial test shows strong results, but they are only valuable if it can be repeated. Size % Engaged Control – No real-time messaging 152,634 14% Treatment – Real-time messaging with in-line banner 273,198 19% Lift 36% !
  71. 71. Experiment 1.2: Engaging with pop-up Objective: To convert unengaged visitors into engaged customers using a different presentation of the messaging. Primary Research Question: Can we improve on results of round 1 by using a pop-up instead of a banner? Test Design: A/B split test Experiment Research Notes:
  72. 72. Test Design: Runs for 7 days Unengaged repeat visitor Message pops up in the center after 2-second delay
  73. 73. -1.3% decrease in engaged users Compared to the control Experiment 1.2 Results Experiment 1.2 wasn’t working, so it was stopped after four days. Size % Engaged Control – No real-time messaging 94,270 20.8% Treatment – Real-time messaging with lightbox pop-up 118,977 20.5% Lift -1.3% !
  74. 74. Test Snapshot: One Call Now Presenter: Jacob Baldwin Title: Digital Marketing Manager Company: OneCallNow.com Background: My curiosity led me to test the Request a Quote button copy on our homepage. Objective: To increase the number of people clicking the Request a Quote button. Primary Research Question: Which button copy will produce the desired outcome? Test Design: Sequential Research Notes:
  75. 75. Request For Quote: Control 84
  76. 76. Request For Quote: Treatment 85
  77. 77. Side by side 86 Original Treatment vs.
  78. 78. ! Experiment: Results Having the right imagery matters! Test Page Button Click Rate Control – Stock image of older phone 1.98% Treatment – Stock image of modern phone 3.88% Relative Difference 95.96% 95% increase in conversion initiation Led to an 82% increase in number of quote requests.
  79. 79. Peter Doucette VP Consumer Sales & Marketing The Boston Globe How The Boston Globe moved beyond the landing page Optimizing the Entire Business
  80. 80. Optimization beyond the landing page – Beyond marketing Reporting Printing Delivery
  81. 81. Live Newsroom Headline Test
  82. 82. 2 versions were tested Did School Run by State Contractor Fail to Report Rape?
  83. 83. Live Headline Test OR go to MarketingSherpa.com/LivePoll Police Allege Sex Assault in Walpole Not Reported Did School Run by State Contractor Fail to Report Rape? Text GlobeB to 22-333 Text GlobeA to 22-333
  84. 84. My every intention is to push the kind of boldness and investment that will make The Globe a laboratory for major newspapers across the country. http://www.bostonglobe.com/opinion/2013/10/27/why-bought-globe/QmFHhvRGFajQh1oMcAJ64M/story.html
  85. 85. Digital access price testing Prices tested: • Control price point = $3.99 • T1 price point = $0.99 • T2 price point = $1.99 • T3 price point = $2.99 • T4 price point = $4.99 Each treatment featured a 99¢ trial offer for four weeks stepping to the full rate noted in the treatments.
  86. 86. Digital Access Price Testing: Early results 36% increase in digital access subscriptions The $0.99 price point drove 36% more conversions than the control. Treatment Conversion Samples Successes Failures Control $3.99 1.65% 17,788 327 17,461 Treatment 1 $0.99 2.18% 18,061 453 17,608 Treatment 2 $1.99 1.95% 17,946 400 17,546 Treatment 3 $2.99 1.80% 17,988 367 17,621 Treatment 4 $4.99 1.47% 18,017 301 17,716
  87. 87. Digital Access Price Testing: 52 week results 62% decrease in digital access revenue The $0.99 price point drove 62% less conversions than the control. Treatment Conversion Cancel Rate 52 Week Revenue Rev/Subscriber Rev/Visit Control $3.99 1.84% 57% $45,189.15 $112.13 $2.09 Treatment 1 $0.99 2.51% 41% $17,172.54 $36.46 $0.77 Treatment 2 $1.99 2.23% 51% $26,048.01 $61.73 $1.18 Treatment 3 $2.99 2.04% 56% $31,611.53 $82.54 $1.44 Treatment 4 $4.99 1.67% 60% $39,386.81 $130.42 $1.80
  88. 88. Digital access accordion checkout testing
  89. 89. Digital access accordion checkout testing
  90. 90. An accordion checkout was successful for ASSUMPTION Digital access accordion checkout testing
  91. 91. Digital access accordion checkout testing 35% decrease in digital access revenue The accordion checkout drove 35% less conversions than the control.
  92. 92. That everything we’ve done has been successful is not reality. Some things did not meet our expectations. and we apply to the next test. But we learn every time
  93. 93. What our audience thought:
  94. 94. What our audience thought: At the end of the 30 minutes, B was leading!
  95. 95. Takeaway: Optimization transcends marketing webpages – company-wide optimization is a paradigm shift toward a culture of learning and constant improvement.
  96. 96. Test Snapshot: Panel Presenter: Lauren Pitchford Title: Sr. Optimization Manager Company: MECLABS Background: Home delivery subscription has multiple delivery options such as daily, weekend, weekday, Sunday only. Goal: To determine if reordering the delivery options would have an effect on the subscription mix and revenue. Research Question: Which order of subscription options will yield the most revenue? Test Design: A/B/C split test
  97. 97. High2Low Low2High Popularity
  98. 98. Which price order generated the most revenue?
  99. 99. Results ! What You Need to Understand: By simply reordering the options displayed, we were able to significantly affect the product mix. Design Revenue per Visit Price high to low .4 Price low to high .5 Popularity .4 Relative Difference 20% 20% increase in revenue per visit (93% LOC) Treatment 1 increased revenue per visit by 20%.
  100. 100. Micahel Lykke Aagaard Senior Conversion Optimization Consultant, Founder of ContentVerve.com ContentVerve ApS/Atcore ApS How, When and Why Minor Changes Have a Major Impact on Conversion
  101. 101. “It’s not about making extensive changes – it’s about making the right changes.”
  102. 102. - When they address critical friction in the conversion process - When they are made strategically to prominent and/or mission-critical elements that directly impact the decision- making process of the prospect 114 Small changes have a major impact
  103. 103. When do small changes have little or no impact?
  104. 104. Hell no! Low motivation Hell yes! High motivationHmmm, maybe …
  105. 105. Friction
  106. 106. Landing Page Email PPC SEO Banner
  107. 107. 38.46% more sign-ups During the campaign, the treatment copy sold 38.46% more memberships.
  108. 108. Mission-critical elements
  109. 109. 23.88% higher open rate Statistical confidence: 95%
  110. 110. Control
  111. 111. Treatment Control
  112. 112. 31.95% more sales via product pages Statistical confidence: 98% Treatment Control
  113. 113. 213.16% higher CTR Statistical confidence: 99%
  114. 114. “It is not the magnitude of change on the ‘page’ that impacts conversion; it is the magnitude of change in the ‘mind’ of the prospect.” – Flint McGlaughlin, MECLABS
  115. 115. Takeaway: Big impacts can come in the form of small changes, but these changes must be made to the right elements.
  116. 116. One more test from Michael Aagaard …
  117. 117. 100% privacy - we will never spam you!
  118. 118. Variant Conv. Rate Rel. Diff. Confidence Control 2.03% Treatment 1.65% -18.70% 96% 18.70% less sign-ups The treatment with privacy policy decreased sign-ups. Sample: 16,152 visitors Conversions: 297
  119. 119. We guarantee 100% privacy. Your information will not be shared.
  120. 120. 19.47% sign-ups Statistical confidence: 96%
  121. 121. Selling the Intangible Tim Kachuriak Chief Innovation & Optimization Officer Next After How e-commerce and subscription-based companies can learn to sell intangible value like nonprofit organizations
  122. 122. The conference that changed my life.
  123. 123. Experiment: My very first experiment Experiment ID: NA00001 Location: Next After Research Library Test Protocol: GWBPC01 Background: Email donor acquisition campaign for the George W. Bush Presidential Center. Objective: To increase clickthrough, increase revenue. Primary Research Question: Does this MECLABS stuff really work? Test Design: Single-factorial A/B split test Research Notes:
  124. 124. Version A - Control Version B - Treatment
  125. 125. Version A - Control 141% increase in clickthrough rate 38% increase in revenue Version B - Treatment
  126. 126. Optimized Original 141% increase in clickthrough 38% increase in revenue
  127. 127. ! Experiment: Results What You Need to Understand: Small changes to the right elements can produce dramatic results. By increasing the force of the value proposition, we inspired more clicks and received more donations. Email Version CTR Control – “Make a tax-deductible contribution” 0.8% Treatment – “Become a charter member” 1.9% Relative Difference 141.3% 141% increase in clickthrough rate 38% increase in revenue.
  128. 128. Strategic framework When it comes to increasing online revenue, there are three primary strategies: – Increase traffic • Get more of the (right) people to show up – Increase conversion rate • Get more people to say, “Yes!” – Increase average order value • Get more people to say, “Heck yes!”
  129. 129. You already sell intangible value every day.
  130. 130. Experiment: The effect of value proposition on average donation Experiment ID: NA01011 Location: Next After Research Library Test Protocol: THF024 Background: The Heritage Foundation is a think tank in Washington, D.C. Objective: To increase donation conversion rate. Primary Research Question: How does value proposition effect conversion rate? Test Design: Radical redesign A/B split test Research Notes:
  131. 131. TreatmentControl
  132. 132. 74% increase in donor conversion 189% increase in average gift 274% increase in revenue TreatmentControl
  133. 133. 74% increase in donor conversion rate 189% increase in average gift 274% increase in revenue
  134. 134. • Headline: Conveys value and vision • Bulleted Copy: Provides reasons why you should give • Embedded Quotes: Bolsters credibility • Call-to-action and Donation Form: Introduced at the end of thought sequence when value has been clearly communicated
  135. 135. ! Experiment: Results What You Need to Understand: By increasing the force of the value proposition, not only did we get more people to say, “Yes,” and give a gift, but they said, “HECK YES!” and gave at a much higher level. Email Version Avg. Gift Control – Two column, donation form above the fold $37.50 Treatment – Single column, long form, donation below fold $108.30 Relative Difference 188.8% 189% increase in average donation 74% increase in donation conversion rate.
  136. 136. Takeaway: Optimization doesn’t always result in the most beautiful pages, but it does result in the most user-friendly experiences.
  137. 137. Allison Banko Reporter MECLABS @AllisonBanko Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Thank you!

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