Five Steps Empowered Marketer Website Revenue Belongs
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“Five Steps to Becoming an Empowered Marketer” How Website Testing and Monitoring Within Tag Management Boosts Marketing Agility With the emergence of omni-channel data and tag management solutions, today’s marketers are more empowered than ever. But until now, marketers have been left in the dark when it comes to how their tag deployments and changes affect the website—relying on a phone call from IT after the fact. Learn how enterprise marketers and IT teams are using Ensighten Inform to: -Monitor the functionality of conversion paths such user registration and checkout -Measure page performance -Quickly troubleshoot tag deployment issues -Keep track of website uptime -Bring multiple types of testing and monitoring together under one platform SPEAKERS: Karen Wood, Director of Product Marketing & Jerry Hong, Product Manager
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Five Steps Empowered Marketer Website Revenue Belongs
- 1. Five Steps to Becoming an Empowered Marketer confidential 1
- 2. Market overview – Website revenue belongs to everyone Introducing Ensighten Inform – A new way to understand website health Key use cases – How enterprise brands are improving website performance, uptime, and critical functionality confidential 2 Today’s Agenda
- 3. Website Revenue Belongs to Everyone confidential 3
- 4. Marketing and IT Are Two Sides of the Same Coin • Website functionality • Mobile experiences • UX • Performance • Optimization • Critical buy flows • Uptime • Etc. confidential 4
- 5. Revenue Loss Is Everyone’s Problem your webpage confidential 5
- 6. confidential 6 Performance Considerations Source: Kissmetrics People don’t have patience for digital experiences that are slow.
- 7. What Happens During a Site Outage? confidential 7 The cost? $5,600 per minute of downtime and devastating impact on customer loyalty.
- 8. The Impact of Good vs. Bad Experiences Good Experiences Win Bad Experiences Lose confidential 8
- 9. Reaching Across the Marketing/IT Divide confidential 9
- 10. Mature Organizations Are Empowered Across Teams confidential 10
- 11. Introducing Ensighten Inform confidential 11
- 12. 12 confidential 12 Key Benefits Unify all tests under one platform Lower the technical barriers to testing Give marketers insight into tag deployment metrics
- 13. 13 confidential 13 Page Testing Page Testing Example: Marketer wants to ensure Google Analytics is running across browsers and operating systems
- 14. 14 Performance Testing Example: Marketer is making changes and needs to understand impact on performance. confidential 14
- 15. 15 confidential 15 Critical Path Testing Example: Marketer wants make sure user registration flow functions correctly.
- 16. 16 confidential 16 Availability Timeline August 2014 September 2014 Q4 2014 Limited Release Program General Availability Seamless Workflows • 15 enterprise participants providing feedback • Standard package of Ensighten Inform included with Ensighten Manage Stay tuned… A taste into the future: •Streamline creation of Inform tests •Better notification of results •Improvement of data quality
- 17. How Customers Use Inform to Improve Their Website confidential 17
- 18. Use Case #1: Ensighten Bootstrap Confirmation confidential 18
- 19. 19 Use Case #2: Deployment Verification confidential 19
- 20. 20 confidential 20 Use Case #3: Site Monitoring
- 21. 21 Use Case #4: Registration Flow Checker 11 22 33 confidential 21
- 22. 22 Use Case #5: Performance Testing confidential 22
- 24. confidential 24 Thank You & Meet Ensighten www.ensighten.com @ensighten company/ensighten /ensighten www.linkedin.com/company/ensighten Omni-channel data and tag management https://www.ensighten.com/platform/inform Web Social Discuss Learn More
- 25. confidential 25 Thank You
Editor's Notes
- Karen
- Karen
- Karen Slow performance will also hit revenue. A recent Kissmetrics study shows that a one second delay in page response can result in a 7% reduction in conversions, and that 40% of people abandon a website altogether if a page takes more than three seconds to load. This means that if an ecommerce site is making $100,000 per day, a one second page delay will cost $2.5 million in lost sales every year. Some of the statistics revealed by the study are mind-boggling in their demonstration of impatience. For example, one in four people abandons surfing to a website if its page takes longer than four seconds to load. That's just four "Mississippis," guys. Four in 10 Americans give up accessing a mobile shopping site that won't load in just three seconds (which is roughly the time taken to read to the period at the end of this sentence). Crazy, given that shopping sites tend to have to be image-centric, and thus may take longer to load. The greater majority of Americans also won't wait in line (unless they have to, we're guessing, in places like the DMV) for more than 15 minutes. Fifty percent wouldn't go back again to an establishment that kept them waiting for something. So you'd better serve them swiftly the first time if you want their repeat commerce, no matter what Groupon deal you can cook up. Surprising as all this may be, the implications of this impatience are even more shocking. Amazon's calculated that a page load slowdown of just one second could cost it $1.6 billion in sales each year. Google has calculated that by slowing its search results by just four tenths of a second they could lose 8 million searches per day--meaning they'd serve up many millions fewer online adverts. https://blog.kissmetrics.com/loading-time/
- Karen According to the Ponemon Institute, downtime costs the average business $5,600 per minute. The average length of downtime is 90 minutes, which means the average downtime incident costs a business over $500,000. For brands that earn a significant portion of their revenue online, it’s even worse. For example, for financial companies, credit card applications lose $2.6 million for every hour of downtime. It’s been a bad week for ecommerce. On Friday, Google GOOG -0.24% temporarily went dark, causing a 40% drop in web traffic. Today Amazon.com AMZN -0.1% went down for approximately 30 minutes, preventing shoppers from accessing the site via Amazon.com, mobile and Amazon.ca. During the outage, users were hit with an error message: “ Oops! We’re very sorry, but we’re having trouble doing what you just asked us to do. Please give us another chance–click the Back button on your browser and try your request again. Or start from the beginning on our homepage.” AWS was also temporarily affected by this outage, though it’s now resolved. According to the Service Health Dashboard, “Between 11:45am PDT and 12:32pm PDT we experienced increased latency creating, deleting and updating Elastic Beanstalk environments in the US-EAST-1 region. Existing Elastic Beanstalk environments were unaffected.” Though AWS powers much of the internet, it doesn’t appear any other sites were impacted by this issue. I’ve reached out to Amazon for comment on Amazon’s downtime. The last time Amazon experienced an outage like this was in June 2008, which cost the ecommerce platform nearly $31,000 per minute based on its previous quarter’s revenue of quarter’s revenue of $4.13 billion globally. Today, this outage theoretically cost Amazon $66,240 per minute – or nearly $2 million – based on Amazon’s 2012 net sales.
- Karen Website visitors are a demanding bunch, and they expect their needs to be easily met online. Indeed, according to CIO Insight, 84% of customers who have a positive online experience with a brand return to that website. But if the experience is poor then 45% abandon their purchase and 41% take their business to a competitor. According to Forrester, for banks, good customer experience accounts for 55% of loyalty; for retailers, that number is 47%. http://www.forrester.com/Banks+And+Retailers+You+Cannot+Price+Your+Way+Out+Of+Bad+Customer+Experiences May 2013 Also: http://www.forrester.com/Websites+That+Dont+Support+Customers+Waste+Millions
- Karen Marketing and IT teams need each other. Empowerment of one team helps the other team.
- Karen Create maturity curve graph that shows TMS at the beginning and Inform as the next logical step…
- Karen
- Marketer relies heavily on Google Analytics Wants to ensure deployment works across browsers & OS’s Without Inform: Slow, manual effort to check tag that deployments are firing properly With Inform: Daily automatic testing Use case #1: Deployment Monitoring for Tag (ex. Google Analytics) Description: User relies on GA heavily and would like to ensure the deployment continues to work as intended on all major browsers and operating systems. Pain points: Without Inform, it's extremely tedious to manually check that tag deployments fire properly, let alone in a scheduled manner. It's also prone to human error.
- Karen Use Case #1: Improve page load speed - Aggregate JS and CSS files Best practice guidelines recommend aggregating these files into a single one to reduce the number of round trips to the server You could also do this for image files as well (known as spriting), but it’s a more involved effort and the HAR file could help you decide if it’s worth your effort Use Case #2: Identify critical paths Start at the last step and work backwards, looking for items that cause delays. Once identify, look for ways to improve their load speed Use Case #3: Items not being cached If you reload your page, your static objects should not be reloaded - check your web server to make sure its setting the headers correctly.
- Karen Marketer has limited view of site flows Without Inform: Marketers find out that user registration is broken days or weeks after the fact With Inform: Marketers monitor critical flows daily to ensure site functionality Use case #1: Ensure uptime and continuously monitor a business critical workflow Description: Is the checkout flow absolutely critical to your ROI? What about being able to view your product catalogs? Inform has you covered. Pain points: Today, you find out that certain parts of your site are broken after the fact. This will enable you to proactively monitor that your checkout flow and member signup / login flows are always running.
- Data Quality - When tags are missing from pages, or not firing correctly, or not configured with the right variables, this undermines your ability to use the data in business processes. It makes it difficult to get a ROI on the technology.