Conversion Conference 2011 NYC presentation


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All Together Now: Integrating Conversion Optimization into Your Marketing Strategy

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Conversion Conference 2011 NYC presentation

  1. 1. ff All Together Now: Integrating Conversion Optimization into Your Marketing Strategy
  2. 2. Preface <ul><li>Every situation and company is unique </li></ul><ul><li>There is no black & white in CRO terms </li></ul><ul><li>I can speak of my past experiences </li></ul>
  3. 3. <ul><li>Recently joined as Senior Manager, Search Operations. </li></ul><ul><li> is a technology and marketing company in the Automotive Industry based in Burlington, VT. </li></ul><ul><li>My role is to contribute as a thought leader and advise a cross functional team on strategies to enhance services, products, and tools. </li></ul><ul><li>Over 12 years experience in digital marketing in a variety of industries and capacities. </li></ul>
  4. 4. Quick Agenda <ul><li>What is CRO? </li></ul><ul><li>CRO Evolution & My Experiences </li></ul><ul><li>Overcoming Cross Department Objections </li></ul><ul><li>Resources </li></ul><ul><li>Q & A </li></ul>
  5. 5. Building Enterprise Level Testing Programs
  6. 6. What is CRO? <ul><li>Critical Question: What is conversion optimization? </li></ul><ul><li>Is it testing page components such as headlines, offers, buttons, and colors? </li></ul><ul><li>Is it what technology is better? </li></ul><ul><li>“ 25 A/B Test Case Studies” Session Yesterday </li></ul><ul><ul><li>Test specifics </li></ul></ul><ul><ul><li>What If’s </li></ul></ul><ul><ul><li>Scenarios </li></ul></ul><ul><li>DO NOT copy your competitors tests </li></ul>
  7. 7. What is CRO? <ul><li>Understanding the difference between testing and creating an optimal user experiences that delivers relevancy </li></ul><ul><li>“ The Human Connection” Session Yesterday </li></ul><ul><ul><li>Stressed upon User Experience </li></ul></ul><ul><ul><li>The people/knowledge before the technology </li></ul></ul><ul><ul><li>Understanding each and every situation is unique </li></ul></ul><ul><li>Most organizations go through an evolution learning how to crawl, then walk, and finally run. </li></ul>
  8. 8. Re-Evaluating the Conversion Process User Experience Header Offer Copy CTA Design
  9. 9. Post Click Strategy User Experience User Experience User Experience User Experience <ul><li>Are You Truly Segmenting all Your Traffic and Visitors? </li></ul><ul><li>Marketing Channel </li></ul><ul><li>Device </li></ul><ul><li>Persona </li></ul><ul><li>Searcher Intent </li></ul>
  10. 10. “ Crawling” Phase <ul><li>Tactics Include : </li></ul><ul><li>Quick actions & small scale tests showing “micro success” </li></ul><ul><li>Free tools and resources requiring no long term strategy </li></ul><ul><li>Non-Committal: Requiring no “formal” approvals or business justifications </li></ul><ul><li>My Example </li></ul><ul><li>CEO wanted to remove “free” offer on PPC landing page </li></ul><ul><li>Ran 30 day A/B split test using GWO and built 1 yr, 2 yr, & 3 yr. revenue model </li></ul><ul><li>Result: After seeing test results, CEO did not want to remove “free” offer </li></ul>
  11. 11. Challenge decisions made with lack of data or complete understanding
  12. 12. “ Walking” Phase <ul><li>Tactics Include: </li></ul><ul><li>Project Based: Time line based </li></ul><ul><li>Financial/Results Oriented Goal: Scenario based revenue models creating definable ROI </li></ul><ul><li>Limited Exposure: Subset of traffic, set cost, guarantee </li></ul><ul><li>My Example : </li></ul><ul><li>Built a comprehensive ROI model based on “reasonable” lift </li></ul><ul><li>Plan included a lift guarantee or money back therefore creating low risk </li></ul><ul><li>Result: Double digit lift in lead conversions resulting in millions </li></ul>
  13. 13. What’s Right For You? <ul><li>Technology vs. Professional Services </li></ul><ul><li>Implementation Timeline </li></ul><ul><li>Implementation Technology </li></ul><ul><li>Guarantee </li></ul><ul><li>Past Success </li></ul><ul><li>Total Cost of Ownership </li></ul><ul><li>Years in Business </li></ul><ul><li>Testing Methods </li></ul>Vendor Feature 1 Feature 2 Feature 3 Feature 4 Feature 5 Name 1 x x   x   Name 2   x   x x Name 3 x   x x   Name 4 x x     x Name 5   x x x   Name 6 x   x   x Name 7 x x x x   Name 8 x x     x Name 9 x   x x   Name 10     x x x
  14. 14. “ Running” Phase <ul><li>Long Term Commitment </li></ul><ul><li>Dedicated Resources </li></ul><ul><li>Sophisticated Toolset and Analytics </li></ul><ul><li>My Example : </li></ul><ul><li>Building upon past smaller successes </li></ul><ul><li>Demonstrated the advantages of a long term comprehensive conversion program vs. testing . </li></ul><ul><li>Built internal cross department support with web development & designers </li></ul><ul><li>Invested in best of breed resources including toolset, analytics, and people </li></ul><ul><li>****Overhauling Strategy vs. Testing Elements of a Page**** </li></ul>
  15. 15. Cross Department Support <ul><li>As we moved through the phases resistance built </li></ul><ul><li>Key is Common Sense. Most Individuals Want to Feel Involved and Valued </li></ul><ul><li>Objections Include: </li></ul><ul><ul><li>You are outsourcing thus eliminating my job </li></ul></ul><ul><ul><li>You are doing this because you do not believe we are capable </li></ul></ul><ul><ul><li>We have unique IT systems and 3 rd party tools will not work </li></ul></ul><ul><ul><li>In the past we decided this would not work </li></ul></ul><ul><ul><li>There are other more important projects </li></ul></ul>
  16. 16. Objection No. 1 <ul><li>Objection : You are outsourcing thus eliminating our jobs </li></ul><ul><li>Response : What’s In It For Them? </li></ul><ul><li>You will learn a new skill set that will make you more valuable to this company as a “conversion rate expert” and more marketable in general </li></ul>
  17. 17. Objection No. 2 <ul><li>Objection : You are doing this because you do not believe we are capable </li></ul><ul><li>Response : What’s In It For Them? </li></ul><ul><li>You can focus on other equally or more important projects that fit your skill set more accurately . </li></ul>
  18. 18. Objection No. 3 <ul><li>Objection : We have unique IT systems and 3rd party tools will not work </li></ul><ul><li>Response : Involvement & Participation </li></ul><ul><li>I would like you to be involved and discuss these specific issues as you are much more qualified than me. </li></ul>
  19. 19. Objection No. 4 <ul><li>Objection : In the past we decided this would not work </li></ul><ul><li>Response : Involvement & Participation </li></ul><ul><li>Let me show you my research and get you involved and let me know your thoughts. </li></ul>
  20. 20. Objection No. 5 <ul><li>Objection : There are other more important projects </li></ul><ul><li>Response : What’s In It For Them? </li></ul><ul><li>Goal is to increase effectiveness and ROI across the board for all of our projects. </li></ul>
  21. 21. Key Take Aways <ul><li>Don’t Confuse Testing & Conversion Optimization </li></ul><ul><li>It’s Not About the Technology </li></ul><ul><li>Conversion Optimization affects the entire organization </li></ul><ul><li>Think of all Parties Involved & Create Value </li></ul><ul><li>DO NOT copy your competitors </li></ul>
  22. 22. Resources <ul><li>Great Reads… </li></ul><ul><li>Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers </li></ul><ul><li>Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions </li></ul><ul><li>Ultimate Guide to Pay-Per-Click Marketing </li></ul>
  23. 25. Questions <ul><li>Twitter @BrianAllenJones </li></ul><ul><li> </li></ul><ul><li>Email: </li></ul>