Basile Fattal: Multivariate Testing

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  • Email, 2nd after CPC for cust. Acquisition. So email is going really strong.Customer Acquisition Via Email Has Quadrupled Over the Last 4 YearsHow many of you use email for customer acquisition?
  • Email can be very effective, but some companies ignore their email program and wonder why it’s not effective.
  • Remember you’re not the only email in their inbox. So how do you stand out?
  • Remember you’re not the only email in their inbox. So how do you stand out?
  • Everything can pretty much be tested, and it can be overwhelming.So what should you prioritize?What will makes the biggest impact on your conversion?
  • Everything can pretty much be tested, and it can be overwhelming.So what should you prioritize?What will makes the biggest impact on your conversion?
  • Everything can pretty much be tested, and it can be overwhelming.So what should you prioritize?What will makes the biggest impact on your conversion?
  • Everything can pretty much be tested, and it can be overwhelming.So what should you prioritize?What will makes the biggest impact on your conversion?
  • Everything can pretty much be tested, and it can be overwhelming.So what should you prioritize?What will makes the biggest impact on your conversion?
  • Everything can pretty much be tested, and it can be overwhelming.So what should you prioritize?What will makes the biggest impact on your conversion?
  • Everything can pretty much be tested, and it can be overwhelming.So what should you prioritize?What will makes the biggest impact on your conversion?
  • You may have different from names and email addresses for each department. Test them. This is a one time exercise.philips@newsletter.philips.com
  • You may have different from names and email addresses for each department. Test them. This is a one time exercise.philips@newsletter.philips.com
  • Think of length with mobile. Personalize the subject like with data that you have.
  • Think of length with mobile. Personalize the subject like with data that you have.
  • Preferences Interest Persona Purchase data: Product categoryRecency Monetary value Demographic: AgeGenderGeotargeting
  • Preferences Interest Persona Purchase data: Product categoryRecency Monetary value Demographic: AgeGenderGeotargeting
  • NameActivityTriggersInterestProduct ownership
  • NameActivityTriggersInterestProduct ownership
  • Different times for different audiencesTiming around website trafficTiming per consumer average historical open timeTiming around time of registrationDon’t forget time zones
  • Different times for different audiencesTiming around website trafficTiming per consumer average historical open timeTiming around time of registrationDon’t forget time zones
  • On the other hand, with 8Seconds’ ABn using automated Multivariate testing you end up generating so many versions that the spread of performance between the lowest and the highest performing email versions is much wider, most of the time resulting much higher conversion rates.
  • On the other hand, with 8Seconds’ ABn using automated Multivariate testing you end up generating so many versions that the spread of performance between the lowest and the highest performing email versions is much wider, most of the time resulting much higher conversion rates.
  • Tested different claims via email and used the winning one for printing on packaging
  • Basile Fattal: Multivariate Testing

    1. 1. Basile Fattal Global VP Sales and Marketing basile.fattal@8seconds.net www.8seconds.net 8Seconds bvba Corda Campus Hasselt Kempische Steenweg 293/6 3500 Hasselt, Belgium Dramatically Improve Email Campaign Results by Multivariate Testing ©All rights reserved 8seconds.net
    2. 2. Background 1995 2001 2005 2014
    3. 3. N. 1 in Search Results in NL
    4. 4. N. 1 Kids App in NL
    5. 5. How to generate top results from email
    6. 6. Email, 2nd after CPC for cust. acquisition Reference http://blog.custora.com/2013/06/e-commerce-customer-acquisition-snapshot/
    7. 7. Email effectiveness
    8. 8. Your’e not the only one in their inbox
    9. 9. How do you stand out?
    10. 10. What can be optimized? From: Name <Name@EmailAddress.com> 1) From name
    11. 11. What can be optimized? From: Name <Name@EmailAddress.com> Subject: Subject line 1) From name 2) Subject line
    12. 12. BRANDING What can be optimized? From: Name <Name@EmailAddress.com> Subject: Subject line 1) From name 2) Subject line 3) Responsive template
    13. 13. BRANDING What can be optimized? From: Name <Name@EmailAddress.com> Subject: Subject line 1) From name 2) Subject line 3) Responsive template 4) Audience segmentation
    14. 14. BRANDING What can be optimized? Dear Name, From: Name <Name@EmailAddress.com> Subject: Subject line 1) From name 2) Subject line 3) Responsive template 4) Audience segmentation 5) Personalization
    15. 15. BRANDING What can be optimized? Dear Name, From: Name <Name@EmailAddress.com> Subject: Subject line 1) From name 2) Subject line 3) Responsive template 4) Audience segmentation 5) Personalization 6) Timing
    16. 16. BRANDING What can be optimized? IMAGE OFFER CLICK HERE Dear Name, From: Name <Name@EmailAddress.com> Subject: Subject line 1) From name 2) Subject line 3) Responsive template 4) Audience segmentation 5) Personalization 6) Timing 7) Content optimization using multivariate testing
    17. 17. 1) From testing: Display name + Email Personal, company, category info@company.com newsletter@company.com john.doe@company.com customer.service@company.com company@company.com no.reply@company.com
    18. 18. 1) From testing: Display name + Email Personal, company, category info@company.com newsletter@company.com john.doe@company.com customer.service@company.com company@company.com no.reply@company.com 2%
    19. 19. Subject line 44% Do you like your Philips product? 43% What is your personal opinion? 38% Share your experience 37% Help your fellow shoppers 35% Write a review and get 30% off 29% Upgrade your shaving experience 28% Complete your style 28% Beard and stubble with Philips 27% Get more styles 26% Try a beard style
    20. 20. Subject line 25% 44% Do you like your Philips product? 43% What is your personal opinion? 38% Share your experience 37% Help your fellow shoppers 35% Write a review and get 30% off 29% Upgrade your shaving experience 28% Complete your style 28% Beard and stubble with Philips 27% Get more styles 26% Try a beard style
    21. 21. Responsive template only 60%
    22. 22. Responsive template only 5% 60%
    23. 23. Segmentation
    24. 24. Segmentation 10%
    25. 25. Personalization
    26. 26. Personalization 20%
    27. 27. What is the best time to send an email?
    28. 28. What is the best time to send an email? 2%
    29. 29. Content optimization by multivariate testing 300% How to optimize email? 2%Time 15%Segmentation 25%Subject line Personalization 20% From name and email 2% Responsive template 5% Improvements in Click Rates
    30. 30. Gut feeling? Use customer data to optimize email
    31. 31. Gut feeling? Data! Data! Data! Data! Data! Use customer data to optimize email
    32. 32. Automated Real-time Multivariate testing based on click-through behavior Automated real-time optimization Which content will maximize the conversion of your email campaign? Identify the best content in real-time, based on a sample of your customer’s click behavior. The best content is automatically shown to all customers. ©All rights reserved 8seconds.net
    33. 33. Automated real-time optimization
    34. 34. In real time! Automated real-time optimization
    35. 35. AB vs. ABn 5% Click here Click here 7%
    36. 36. AB vs. ABn 2% Click here More info Learn more Learn more Learn more More info More info Click here Click here Click here More info Learn more Learn more Learn more 20% More info More info Click here Click here 5% Click here Click here 7%
    37. 37. How does it work?
    38. 38. Sonicare toothbrush heads sales
    39. 39. 1 2 3 4 5 Guess which is the winner?
    40. 40. 1 2 3 4 5 Winner click rate 16.5% Loser click rate 3.5% Guess which is the winner? 470% increase
    41. 41. ©All rights reserved 8seconds.net Real-time dashboard
    42. 42. Winning content identified within hours Start 2hrs1hr Winner identified within hours 30min ©All rights reserved 8seconds.net
    43. 43. Reporting dashboard ©All rights reserved 8seconds.net
    44. 44. +1200% Sales Old email Optimized email 0.15% conversion 1.9% conversion 4 Sonicare toothbrush head sales
    45. 45. 4 From email to website Cross-channel use of winning content
    46. 46. 1000% increase Generating reviews
    47. 47. Winner 22.2% Loser 10.6% Old Email Optimized Email Sales conversion rate 0.09% 1.80% Shaver heads 210% increase
    48. 48. 9.12% 6.38% 5.15% 4.86% 3.03% 5.56% 5.25% 3.20% 2.91% 1.74% 7.97% 5.67% 5.35% 5.33% 2.66% 300% increase
    49. 49. Top German online fashion retailer Loser CTR 11.1% Blank Winner CTR 17.2% LOGO LOGO Blank ©All rights reserved 8seconds.net 55% increase
    50. 50. CTA button ©All rights reserved 8seconds.net Discover your My25 subscription > 25.58% Discover your subscription > 16.28% Discover your offer > 15.00% Activate my subscription > 5.13% Discover your offer > 7.50% Activate now > 9.76% More information > 12.20% 500% increase
    51. 51. CTR 22% 62% Small Changes, Big impact: CTA Buttons 4 different colors 10 different button texts ©All rights reserved 8seconds.net 280% increase
    52. 52. basile.fattal@8seconds.net Questions?
    53. 53. APPENDIX
    54. 54. Integrated Mobile Optimization Best winner identified by device type: Mobile vs. PC device Explorer Firefox Chrome Safari Opera Android iPhone Blackberry Nokia Tablets Palm ©All rights reserved 8seconds.net
    55. 55. Different Devices, Different Results Desktop winning banner Mobile winning banner
    56. 56. Optimize by any Segmentation Gender Age Geography Mobile vs. Desktop Or any segmentation available in the database Simply include the segment in the code generated by the 8Seconds Optimizer and 8Seconds will optimize by segement [gender], [location], ... CTA CTA ©All rights reserved 8seconds.net
    57. 57. 5 Multichannel: Email to packaging
    58. 58. Telecom Travel Energy Fashion Finance Media Print E-Tail Retail Other 8Seconds Clients ©All rights reserved 8seconds.net
    59. 59. 8Seconds Partners ©All rights reserved 8seconds.net ESP’s DM Agencies Digital Agencies

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