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How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
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How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs

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How to Use an Index to Measure Page Testing Success …

How to Use an Index to Measure Page Testing Success

This session debunks the old adage, "select and test just one measure of success." Specific to B2B marketing, it's not that simple - multiple touch points and long sales cycles mean "success" can't accurately be captured by just one metric. The answer? An index that gives a differing value point to each conversion point. See how one marketer has realized great success from this system in both paid and organic search campaigns.

* Tami Dalley, Director, User Experience Optimization, ROI Labs

Published in: Education
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  • MethodologyMore effective optimization Greater Marketing Success
  • http://www.istockphoto.com/stock-photo-10999426-strategy-implementation.php
  • Incrementally improve campaigns that have already been optimized using a single measure
  • Incrementally improve campaigns that have already been optimized using a single measure
  • Vacation exampleTrue for landing pages - a LP needs to do so many things. Not just for internal stakeholders but for consumers at totally different point in the shopping cycle. So who’s right? Well everyone is… but how do you address the problem?
  • Balanced View of Success – not one dimensionalhttp://www.istockphoto.com/stock-photo-11846527-balancing-stones.php
  • Better optimize for multiple desired outcomeshttp://www.istockphoto.com/stock-photo-3470760-blank-signpost.php
  • Incrementally improve campaigns that have already been optimized using a single measureAston Martin DB9 - $289K. Pretty good street car – “how can we make it better?” There is always more you can do…
  • Long Sales CyclesConsidered purchasesEducation goals?
  • Multiple possible outcomes from a single path
  • Integrate offline data or data from other sourceshttp://www.istockphoto.com/stock-photo-713960-bridge.php
  • These are obvious online examples
  • Ideal - (Omniture GENESIS integration w/sales force. Call tracking integration - Need a unique identifierOffline SalesCRM Call centreValidation:Contact correctInterestDecision 1:Option 1) Tie secondary conversion to offline salesOption 2) Tie to online leads
  • Ideal - (Omniture GENESIS integration w/sales force. Call tracking integration - Need a unique identifierOffline SalesCRM Call centreValidation:Contact correctInterestDecision 1:Option 1) Tie secondary conversion to offline salesOption 2) Tie to online leads
  • Ideal - (Omniture GENESIS integration w/sales force. Call tracking integration - Need a unique identifierOffline SalesCRM Call centreValidation:Contact correctInterestDecision 1:Option 1) Tie secondary conversion to offline salesOption 2) Tie to online leads
  • Look at least at 2 rounds of screeningShit lead or good leadCalled/contacted and lead was interested
  • Following example is assuming you have no access to offline data
  • Now, if you HAVE integration of offline data – this step is not necessary. Because you clearly know the relationship between the online engagement behaviours and ultimate conversion
  • Use same arithmetic on each of the behaviors
  • Limitation of GWO (can use some GA to get at the details) plus stat sign calculatorUse revenue filed in T&T
  • Use revenue filed in T&T
  • Transcript

    • 1. Online Marketing Summit
      Philadelphia | July 8, 2010
      Changing the way we measure success
      Tami DalleyDirector, User Experience OptimizationROILabs
      1
    • 2.
    • 3. 7/9/2010
      3
      Cultural Cheat Sheet
      • Pronunciation of “data”
      • 4. Behaviour = Behavior
      • 5. Overuse of new lingo: “awesome,” “totally,” “LIKE!” “SNAP”
    • Weighted Metrics:Changing the Way We Measure Success
      4
      *
    • 6. 7/9/2010
      Quick Testing Basics
      5
    • 7. 7/9/2010
      6
      Types of Tests
      A/B/N Testing
    • 8. 7/9/2010
      7
      Vs.
      Vs.
    • 9. 7/9/2010
      8
      Types of Tests
      Multivariate Testing (MVT)
    • 10. Headlines/Images
      Calls To Action
      Copy Display
      *
    • 11. 7/9/2010
      Why Test?
      10
    • 12. 7/9/2010
      11
    • 13. 7/9/2010
      12
      *
    • 14. 7/9/2010
      How to Test?
      13
    • 15.
      • A/B then MVT
      • 16. Wide and Shallow, then Narrow and Deep
      • 17. Rinse, repeat
      • 18. Have a testing strategy
      • 19. 1 primary success metric
      7/9/2010
      14
      Testing Strategies
    • 20. 7/9/2010
      15
      Only 1 Success Metric
    • 21. 7/9/2010
      16
      Which one to Pick?
      *
    • 22. 7/9/2010
      17
    • 23. 7/9/2010
      18
    • 24. “Success means different things to different people”
      7/9/2010
      19
      *
    • 25. 7/9/2010
      So what to do?
      Use a weighted metric
      20
    • 26. 7/9/2010
      21
      What Is It?
      Assigning value to behaviors for “assists.”
      Home Runs: 18
      Home Runs: 15
      Runs Batted In: 66
      Runs Batted In: 103
      Which player is more valuable to you?
      *
    • 27. 7/9/2010
      Why Use A Weighted Metric?
      22
    • 28. 7/9/2010
      23
      Balanced view of success
    • 29. 7/9/2010
      24
      Multiple desired outcomes
    • 30. 7/9/2010
      25
      Looking for extra optimization
      *
    • 31. 7/9/2010
      When to use it
      26
    • 32. 7/9/2010
      27
    • 33. 7/9/2010
      28
    • 34. 7/9/2010
      29
    • 35. Can be used to optimize:
      7/9/2010
      30
      *1/2
    • 41. 7/9/2010
      How do you do it?
      31
    • 42. 7/9/2010
      32
      The Process
      Step 1:Identify online behaviors that reflect engagement (and correlate with leads or sales)
      Step 2:Confirm correlation, assign value and calculate the weighted metric
      Step 3:Optimizeusing this weighted metric “point” system
    • 43. 7/9/2010
      33
      Step 1.1: ID Behavioral Indicators
      Identify online behaviors that correlate to leads:
    • 7/9/2010
      34
      Step 1.2: Visibility into “Success”
    • 48. 7/9/2010
      35
      Ideal = Integration
      Step 1.2: Visibility into “Success”
    • 49. 7/9/2010
      36
      Reality = ?
    • 50. 7/9/2010
      37
    • 51. 7/9/2010
      38
    • 52. 7/9/2010
      39
      Pull a Goal Report
      Goals
      Week
    • 53. 7/9/2010
      40
      Analyze Trends
      • Analyze movement of leads and other behaviors
    • 7/9/2010
      41
      Step 2: Confirm, Assign, Calculate
      • Confirm relationship
      • 54. Assign a valueto those behaviors
      Option 1 – Gut instinct
      Option 2 – Statistical Analysis
      “ When this behavior happens, leads increase by x.”
    • 55. 7/9/2010
      42
      Step 3: Analyze Output
      • 1 video view = 0.26 Leads
      • 56. So, 10 video views = 2.6 Leads
      • 57. Translate into points (x100)
      • 58. Video View = 26 points
      • 59. Lead = 100 points
    • 7/9/2010
      43
      Step 3: Apply Points to Performance
      Goals
      Page
    • 60. 7/9/2010
      44
      Step 3: Apply Formula
      Weighted Metric
    • 61. 7/9/2010
      45
      Use Weighted Metric to pick “Winner”
    • 62. 7/9/2010
      46
      Upload into testing tool
      *
    • 63. 7/9/2010
      How do you apply this to PPC?
      47
    • 64. 7/9/2010
      48
      Apply Formula
    • 65. 7/9/2010
      49
      Optimize PPC Campaigns
      Look at Cost Per Metrics Point (CPP)
      *
    • 66. 7/9/2010
      How do you apply this to SEO?
      50
    • 67. 7/9/2010
      51
      Apply Formula
    • 68. 7/9/2010
      52
      Optimize for SEO
      Focus efforts on high-value keywords…
      • Build more content for high-value words
      • 69. New pages, new assets
      • 70. Modify existing content
      • 71. Change meta tags, titles, link anchors
      *
    • 72. 7/9/2010
      Considerations (*)
      53
    • 73. 7/9/2010
      54
      Remember:
      • "Correlation does not imply causation”
      • 74. No Crystal Ball
      • 75. Review on a regular basis
      *
    • 76. 7/9/2010
      55
      Summary
      • Weighted Metrics: Look beyond 1 key behavior
      • 77. Identify key behaviors
      • 78. Assign value, calculate metric
      • 79. Optimize
    • tdalley@roilabs.com
    • 80. 57
      Thank You
      Visit
      www.onlinemarketingsummit.com
      for more information
      Follow us @OMSummit

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