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Always be Testing - Betabrand's presentation from Launch SCALE

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Startups constantly think about what's next and sometimes forget to take time to test & iterate their current marketing strategy. This provides some insights to Betabrand's Champion/Challenger approach to test everything in the marketing funnel.

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Always be Testing - Betabrand's presentation from Launch SCALE

  1. 1. 1@macknuttie ALWAYS BE TESTING AARON MAGNESS @macknuttie
  2. 2. 2@macknuttie OUR MOTTO AN EVIL MULTINATIONAL CORPORATION HAS TO START SOMEWHERE. FOR NOW: PANTS! “ “
  3. 3. 3@macknuttie FASHION FW:
  4. 4. 4@macknuttie 99% FICTION 1% FASHION
  5. 5. 5@macknuttie
  6. 6. 6@macknuttie TRAFFIC Priority (nothing else matters if we don’t have traffic) TESTING Have an always be testing approach EMAIL Email addresses are the currency of the ecommerce world (2nd to revenue). “Money later” (the 98%). RETENTION Getting the 2% to come back 4 Areas of Focus
  7. 7. 7@macknuttie  Our job is to attract the right type of people to our website and convince them to buy/engage. That takes eyeballs!  Site visitors (traffic) all have potential to be messaged by Betabrand in some form, we just need to get those people here!  Traffic is made up of site visitors coming from organic, referrals, ads, search engines, and press!  None of our work matters if no one shows up to the party.  Why Traffic Matters
  8. 8. 8@macknuttie X THE CUSTOMER JOURNEY
  9. 9. 9@macknuttie  We optimize our business to the ~2% that take this “happy path”.  Our job is to help increase the likelihood that any one person is going to take this “happy path”.  What a very common “happy path” looks like.. The “Happy Path”
  10. 10. 10@macknuttie The “Happy Path”
  11. 11. 11@macknuttie X TESTING
  12. 12. 12@macknuttie I’m a smart marketer. Why test?  You don’t know the right answer, let your audiences guide you.  Your customers don’t know what motivates them to take an action (e.g. red vs. blue button)  Testing outcomes help you understand your customers more deeply along with what might influence their behavior in the future.
  13. 13. 13@macknuttie Takes a lot of tests to improve our “Happy Path” rate X
  14. 14. 14@macknuttie Convincing the “2%” to take the Happy Path again
  15. 15. 15@macknuttie It takes a lot of tests to improve our “Happy Path” rate
  16. 16. 16@macknuttie THE BEARD TEST
  17. 17. 17@macknuttie CROTCH COMMERCE
  18. 18. 18@macknuttie Which of these variation performed better? VS. 500% Lift in Click- thru!240% Lift in Revenue!
  19. 19. 19@macknuttie Which of these variation performed better? vs 80% better than dresses
  20. 20. 20@macknuttie Which of these variation performed better? vs 18% Lift in click-thru rate
  21. 21. 21@macknuttie Other testing successes- 1:1 Recommended Products For Victoria For Tara For Lana No 2 customers see the same product assortment
  22. 22. 22@macknuttie Which of these variation performed better? VS. VS. VS.VS.31% Lift vs. 1st Test Winner!
  23. 23. 23@macknuttie Not all traffic drivers are created equal. +3% Lift +18% Lift!!!
  24. 24. 24@macknuttie Test ALL platforms!
  25. 25. 25@macknuttie Other testing successes- 1:1 Recommended Products Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept 2013 2014 2015 Betabrand Email Signups by Month
  26. 26. 26@macknuttie We are converting more email addresses into buyers! Today, 1-in-5 people who give us their email go onto buy!
  27. 27. 27@macknuttie Conversion rates are climbing
  28. 28. 28@macknuttie Thanks for listening! Friends & Family Discount: launchscale

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