Best Practices for Effective Website Testing & Optimization (Webinar)

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Watch the webinar: http://monetate.com/webinar/best-practices-for-effective-website-testing-optimization/

Not all website testing tools are created equal. Bryan Eisenberg, bestselling author and recognized authority and pioneer in online marketing, will discuss best practices in website optimization that any website testing solution must support.

Bryan, who recently published his “Website Testing & Optimization Buyer’s Guide for the Enterprise,” will be joined by Carlos Del Rio, Director of Conversion Analysis & Digital Strategy at Unbounce, and Monetate’s Adam Figueira, who will present case studies from the different tools that Bryan reviewed and help explain the difference between self-service and full-service website testing and optimization.

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Best Practices for Effective Website Testing & Optimization (Webinar)

  1. 1. Best Practices for Effective Website Testing & Optimization Audio: Use your microphone and speakers or call inMay 10, 2012 • 2 pm ET using your telephone. Phone Number: (951) 266-6127 Webinar ID: 401-216-672 Follow @monetate on #testingwins
  2. 2. Effective Website Testing & Optimization Tips for Webinar Attendees • Audio problems? Click the Problem Dialing In link or switch to the webinar phone bridge and make sure your phone is muted. • Use the Question box within GoToWebinar to ask a question or use the webinar hashtag #testingwins. • A recording of the webinar with the slide deck will be available at monetate.com/webinars within 1 or 2 business days. #testingwins
  3. 3. Effective Website Testing & Optimization Bryan Eisenberg Bryan & Jeffrey Eisenberg & Associates Carlos del Rio Director of Conversion Analysis & Digital Strategy Unbounce Adam Figueira Product Marketing Manager Monetate #testingwins
  4. 4. Best Practices for Effective Website Testing & OptimizationBryan EisenbergBryan & Jeffrey Eisenberg & Associates@TheGrok #testingwins
  5. 5. Effective Website Testing & Optimization Bryan Eisenberg Professional Speaker, Best Selling Author, Online Marketing Authority • Co-author of The Wall Street Journal, Business Week, USA Today and New York Times bestselling books, Call to Action, Waiting for Your Cat to Bark? and Always Be Testing. • Keynote speaker for corporate events and conferences such as Search Engine Strategies, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy & other leading marketing events. • Board member of Search Engine Strategies, the eMetrics Marketing Optimization Summit and several venture capital backed startup companies, including Monetate.@TheGrok #testingwins
  6. 6. Effective Website Testing & Optimization Make the vendor evaluation process easier!• 5 best practices in website optimization thatyour solution must support.• Questions each stakeholder involved in thebuying process can use to evaluate testingsolutions.• Profiles of introductory, landing page andenterprise-level testing and targeting solutions,including my likes, dislikes, and judgment calls onwhat each solution does best.• Bonus: An appendix with sample RFP questions http://pages.bryaneisenberg.com/buyers-guidethat you can include in your buying process.@TheGrok #testingwins
  7. 7. Effective Website Testing & Optimization 1. Message consistency across channels • Follow the scent trail (PPC, display, email, affiliate, social media, etc.). • Use similar creative and messaging from inbound channels on your landing page and throughout the website experience. • Ensure visitors don t feel they ve been taken off trail or you will lose them. • Make sure your testing solution doesn t make your ability to target website visitors impractical.@TheGrok #testingwins
  8. 8. Effective Website Testing & Optimization They Maintain Scent © 1998 - 2012 BryanEisenberg.com & @TheGrok@TheGrok #testingwins
  9. 9. Effective Website Testing & Optimization What is the Scent Quality? Brand Image Offer Category Product © 1998 - 2012 BryanEisenberg.com & @TheGrok@TheGrok #testingwins
  10. 10. Effective Website Testing & Optimization Good Use of Scent © 1998 - 2012 BryanEisenberg.com & @TheGrok@TheGrok #testingwins
  11. 11. Effective Website Testing & Optimization Even Better Use of Scent Brand Image Offer Category Product © 1998 - 2012 BryanEisenberg.com & @TheGrok@TheGrok #testingwins
  12. 12. Effective Website Testing & Optimization Landing Page Optimization Is Not Enough! © 1998 - 2012 BryanEisenberg.com & @TheGrok@TheGrok #testingwins
  13. 13. Effective Website Testing & Optimization You Need to Look At All Customer Journeys & Processes © 1998 - 2012 BryanEisenberg.com & @TheGrok@TheGrok #testingwins
  14. 14. Effective Website Testing & Optimization 2. There is no Finish Line in Optimization • If you re aiming to get to a point where you re finished with optimization, you re missing the point. • Not uncommon for companies to feel this way since website testing and optimization is often viewed as very resource-intensive. • Assure your costs aren t dependent on the number of server calls or tests launched in a month, or the duration of your campaigns. • Ask about: 1) Quick implementation; 2) Hidden charges; 3) Support from a team of experts.@TheGrok #testingwins
  15. 15. Effective Website Testing & Optimization 2. There is no Finish Line in Optimization Source: Econsultancy@TheGrok #testingwins
  16. 16. Effective Website Testing & Optimization 3. Targeting for the Real World • Simple segmentation can move the needle: New versus returning, or U.S. versus international. • Extend targeting to traffic sources, demographic profiles or real-time visitor behavior. • Put customer segmentation in the hands of marketers and not in the control of IT experts. Avoid hearing: We ll get to it when we can. • Ask: How many concurrent testing and optimization campaigns are clients running?@TheGrok #testingwins
  17. 17. Effective Website Testing & Optimization 3. Targeting for the Real World Known Customer Attributes: New Visitors@TheGrok #testingwins
  18. 18. Effective Website Testing & Optimization 3. Targeting for the Real World Geographic Targeting: International Visitors@TheGrok #testingwins
  19. 19. Effective Website Testing & Optimization 3. Targeting for the Real World Location-based Targeting: Spring Weather@TheGrok #testingwins
  20. 20. Effective Website Testing & Optimization 3. Targeting for the Real World Technographic Targeting: iPhone Users@TheGrok #testingwins
  21. 21. Effective Website Testing & Optimization 3. Targeting for the Real World Inbound Marketing Channel: Affiliates@TheGrok #testingwins
  22. 22. Effective Website Testing & Optimization 4. Increase Revenue Across Channels • Customer experience often extends channels, i.e., email, search, affiliate, merchandising, advertising, brick-and-mortar and more. • Promote growth across the organization by making sure testing isn t centralized in one department. • Ask: How many users will be able to log in and use the tool?@TheGrok #testingwins
  23. 23. Effective Website Testing & Optimization 4. Increase Revenue Across Channels@TheGrok #testingwins
  24. 24. Effective Website Testing & Optimization 4 variables most strongly correlated with improved overall conversion: 1. Perceived control over conversion costs. 2. A structured approach to Conversion Rate Optimization (CRO). 3. Having someone directly responsible for CRO. 4. Incentives for staff based on conversion rates.@TheGrok #testingwins
  25. 25. Effective Website Testing & Optimization Perceived control over conversion rates@TheGrok #testingwins
  26. 26. Effective Website Testing & Optimization Do you have a structured approach to improving conversion rates?@TheGrok #testingwins
  27. 27. Effective Website Testing & Optimization Methods currently used for improving conversion rates@TheGrok #testingwins
  28. 28. Effective Website Testing & Optimization Number of staff responsible for improving conversion rates@TheGrok #testingwins
  29. 29. Effective Website Testing & Optimization 5. A Culture of Testing Sparks Innovation • Spending minutes rather than weeks on a simple test like which form fields are required during checkout will allow you to make data-driven decisions. • When website testing and optimization is IT-light and easy, it becomes a habit within the organization that drives marketing strategy. • If your idea of testing is evaluating a red versus a blue button, think again. Think bigger than buttons. Way Bigger.@TheGrok #testingwins
  30. 30. Effective Website Testing & Optimization 5. A Culture of Testing Sparks Innovation "Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations."@TheGrok #testingwins
  31. 31. Effective Website Testing & Optimization Buyer s Guide Vendor Profiles Built for the enterprise ¦ Built for the marketer ¦ Built for scale Landing Page Tools Tools for the Enterprise * * • LiveBall • Adobe Test & Target • Autonomy Optimost • Maxymiser • SiteSpect* Recommended@TheGrok #testingwins
  32. 32. thank youBryan EisenbergBryan & Jeffrey Eisenberg & Associates@TheGrok #testingwins
  33. 33. Best Practices for Effective Website Testing & OptimizationCarlos del RioDirector of Conversion Analysis & Digital Strategy@unbounce #testingwins
  34. 34. Effective Website Testing & Optimization Who is Carlos del Rio? "Unbounce allows us to regularly • Co-Author of User Driven Change: Give Them experiment with concepts and What They Want and A Strategic Framework For strategies that would be far too time Emerging Media consuming and costly if we had to involve our development team. They Follow @inflatemouse on Twitter have struck a great balance between ease of use and features that you rarely see in a tool this affordable. Unbounce helped us develop PPC landing pages that converted 20% higher." Craig Barrett, Director of Search Marketing Sparefoot.com@unbounce #testingwins
  35. 35. Effective Website Testing & Optimization 1. The benefits of starting with one landing page • Controlled hypothesis • Small chance for mis-step 2. Using a self-service tool • Ease • Control • Speed 3. HootSuite Case Study • Pricing Test 4 Knovio Case Study • Headline Test@unbounce #testingwins
  36. 36. Effective Website Testing & Optimization 1. The benefits of starting with one landing page • Controlled hypothesis • Small chance for mis-step@unbounce #testingwins
  37. 37. Effective Website Testing & Optimization 2. Using a self-service tool • Ease • Control • Speed@unbounce #testingwins
  38. 38. Effective Website Testing & Optimization Requirements for a Great Landing Page 1. Headline 2. Demonstration 3. Value 4. Support 5. Action@unbounce #testingwins
  39. 39. Effective Website Testing & Optimization HootSuite Case Study: Price Test 12% Lift@unbounce #testingwins
  40. 40. Effective Website Testing & OptimizationKnovio Case Study: Headline Test 2% Lift
  41. 41. thank youCarlos del RioDirector of Conversion Analysis & Digital Strategy@unbounce #testingwins
  42. 42. Best Practices for Effective Website Testing & OptimizationAdam FigueiraProduct Marketing Manager@monetate #testingwins
  43. 43. Effective Website Testing & Optimization@monetate #testingwins
  44. 44. Effective Website Testing & Optimization Best Practices 1. Message Consistency 2. Total Experience Optimization@monetate #testingwins
  45. 45. Effective Website Testing & Optimization Message Consistency • Cognitive Dissonance Theory (Leon Festinger, 1957) - People desire harmony and seek to avoid inconsistencies - Inconsistencies create confusion and occur when expectations and reality differ • Marketers must focus on consistency and reinforcement whenever the landing page and conversion page differ.@monetate #testingwins
  46. 46. Effective Website Testing & Optimization • Applies to - Message, offer, look and feel - Any offsite campaign • Doesn t always mean repetition@monetate #testingwins
  47. 47. Effective Website Testing & Optimization 20% Off Email Promotion Homepage Product Detail Checkout@monetate #testingwins
  48. 48. Effective Website Testing & Optimization Move Beyond the Landing Page • Consistency is still key, but graduating to a new level • Additional actions and tactics • Total Experience Optimization@monetate #testingwins
  49. 49. Effective Website Testing & Optimization Total Experience Optimization • Definition: One or more campaigns that seek to optimize the visitor s experience across each stage of the buying process. • 3 Pillars of Online Success 1. Guide: Ensure your product/offering is easy to find. 2. Curate: Ensure that a purchase decision is easy to make. 3. Expedite: Ensure that checkout is fast and frictionless.@monetate #testingwins
  50. 50. Effective Website Testing & Optimization Guide • Goal: Get the visitor to the right page as quick as possible. • Tip: Get in front of the results page. • Predictive, type-ahead results including: - Image thumbnails - Names and descriptions • Target based on: - Inventory - Ratings@monetate #testingwins
  51. 51. Effective Website Testing & Optimization Curate • Goal: Present the information visitors need to make a purchase decision. • Tip: Less is more. • Badging: - On Category and Product Detail Pages • Target based on: - New versus Returning - Consumer Preferences@monetate #testingwins
  52. 52. Effective Website Testing & Optimization Curate@monetate #testingwins
  53. 53. Effective Website Testing & Optimization Expedite • Goal: Deliver a fast, intuitive checkout process. • Tip: Run tests against new visitors first. • Offer Codes: - Automatically apply codes for eligible visitors - Test hiding the coupon code box@monetate #testingwins
  54. 54. Effective Website Testing & Optimization Expedite@monetate #testingwins
  55. 55. Effective Website Testing & Optimization Deconstructing Full Service versus Self Service@monetate #testingwins
  56. 56. Effective Website Testing & Optimization The False Dichotomy • Either/or deliberately eliminates the middle ground. • Tool must be easy enough for you to use, but also provide for: - Extension of resources - Strategic guidance and prioritization - Knowledge of best practices - Experience with testing - Complete website agility that doesn t exist inside any tool • Great cars require great drivers (you or the testing tool). • Success involves more than just who s behind the wheel.@monetate #testingwins
  57. 57. thank youAdam FigueiraProduct Marketing Manager@monetate #testingwins
  58. 58. Best Practices for Effective Website Testing & OptimizationQuestions & Answers Follow @monetate on #testingwins

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