The Toolbox for Continuous Marketing Optimization <ul><li>Bryan Eisenberg </li></ul><ul><li>http://www.bryaneisenberg.com ...
© 1998 - 2011 BryanEisenberg.com http://www.bryaneisenberg.com
© 1998 - 2011 BryanEisenberg.com
CRO Models <ul><li>Tools  - Insights, Creating Pages, Testing, Personalization, Campaign & Automation  </li></ul><ul><li>P...
<ul><li>$56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually conv...
© 1998 - 2011 BryanEisenberg.com 6 92:1 Companies typically spend $92 to bring customers  to their site. But only $1  to c...
Don’t do Slice & Dice Optimization © 1998 - 2011 BryanEisenberg.com
Can You Spot The Differences? © 1998 - 2011 BryanEisenberg.com
<ul><li>“We can't solve problems by using the same kind of thinking we used when we created them.”  - Albert Einstein </li...
Testing, It’s All About Motivations & Influencing People  © 1998 - 2011 BryanEisenberg.com
© 1998 - 2011 BryanEisenberg.com Do you have a structured approach to improving conversion rates?  Response 2010: 283 Resp...
© 1998 - 2011 BryanEisenberg.com 48% No control over conversion Limited  time  and  resources  are the major barrier to im...
© 1998 - 2011 BryanEisenberg.com On average, how many tests do you carry out each month on your website?  Response 2010: 2...
Omniture & Google Analytics © 1998 - 2011 BryanEisenberg.com
Form Analytics © 1998 - 2011 BryanEisenberg.com
Voice of Customer © 1998 - 2011 BryanEisenberg.com
Call Tracking © 1998 - 2011 BryanEisenberg.com
Speed Check © 1998 - 2011 BryanEisenberg.com http://www.websiteoptimization.com/services/analyze/
© 1998 - 2011 BryanEisenberg.com
Smush Those Graphics © 1998 - 2011 BryanEisenberg.com
© 1998 - 2011 BryanEisenberg.com
Using Video For Products <ul><li>Video boost conversion rates by an average of 9%. (Internet Retailer, October 2010) </li>...
TreePodia © 1998 - 2011 BryanEisenberg.com
© 1998 - 2011 BryanEisenberg.com
© 1998 - 2011 BryanEisenberg.com
© 1998 - 2011 BryanEisenberg.com Variation A Variation B Variation C In the background Treepodia’s Smart Video Platform ge...
Dynamic Video Sitemap © 1998 - 2011 BryanEisenberg.com Traffic
UserTesting.com/ppctest © 1998 - 2011 BryanEisenberg.com SES2011
Mockflow © 1998 - 2011 BryanEisenberg.com
Get Premise © 1998 - 2011 BryanEisenberg.com
5 Second Test © 1998 - 2011 BryanEisenberg.com
Free Behavioral Targeting © 1998 - 2011 BryanEisenberg.com
Testing With  Google Website Optimizer © 1998 - 2011 BryanEisenberg.com
Testing for Low Traffic Websites © 1998 - 2011 BryanEisenberg.com
Optimizely © 1998 - 2011 BryanEisenberg.com
Monetate © 1998 - 2011 BryanEisenberg.com
BEST OF  2010
<ul><li>Conversion impact as high as  55% </li></ul>Badging
<ul><li>Average conversion improvement range  5%-20%  ( As high as  100% ) </li></ul>MESSAGE CONSISTENCY
<ul><li>Conversion improvement as high as  12% </li></ul>Tax Free
<ul><li>Conversion improvement as high as  100% </li></ul>international
<ul><li>Acquisition improvement as high as  1000% </li></ul>email acquisition
BoostCTR.com © 1998 - 2011 BryanEisenberg.com 2
Contests Are Crowd Sourced to Their Network © 1998 - 2011 BryanEisenberg.com 3 Boosters scan for contests to enter
You Approve the Ads to Test © 1998 - 2011 BryanEisenberg.com 6 Advertiser approves the ad
BOOSTCTR TRACKS THE CONTESTS AND REPORTS ON RESULTS © 1998 - 2011 BryanEisenberg.com 7 Advertisers track the progress of t...
Run The Boosted Ads and Pause Others © 1998 - 2011 BryanEisenberg.com 8
Get Speeding! © 1998 - 2011 BryanEisenberg.com
It’s Not the Tool, It’s How You Use It http://mo.am/21secrets     © 1998 - 2011 BryanEisenberg.com
<ul><li>Thank you for listening! </li></ul><ul><li>Bryan Eisenberg </li></ul><ul><li>[email_address] </li></ul><ul><li>Rea...
Upcoming SlideShare
Loading in …5
×

SES New York 2011: Conversion Tool Box - By Bryan Eisenberg

1,867 views

Published on

Published in: Education, Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,867
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
32
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • Compared to last year, a slightly higher proportion of company respondents (24% compared to 23% in 2009) feel that their organisations have a structured approach to improving conversion rates. However, this percentage is still very low. 89% of survey respondents who had a structured approach to improving conversion have seen improved conversion rates in the last 12 months.
  • &amp;quot;Nearly half of company respondents (48%) felt that they had very little or no control over conversion and this has got worse since last year.&amp;quot; &amp;quot;Respondents frequently cited limited time and resources as major barriers to improving conversion rates.&amp;quot;
  • Of those who carry out website testing, the majority (61%) say they do five tests or fewer each month. The proportion of organizations that undertake regular testing is still low.
  • Translates to over 4 million of the 13 million email subscribers we ended up with
  • They pick ad group they want us to improve (or we can look at account and recommend them) Whole Account = Discounted price
  • They pick ad group they want us to improve (or we can look at account and recommend them) Whole Account = Discounted price
  • Boost software tracks the ‘contest’ and reports on results.
  • SES New York 2011: Conversion Tool Box - By Bryan Eisenberg

    1. 1. The Toolbox for Continuous Marketing Optimization <ul><li>Bryan Eisenberg </li></ul><ul><li>http://www.bryaneisenberg.com </li></ul><ul><li>@TheGrok </li></ul>© 1998 - 2011 BryanEisenberg.com Before: Un-Optimized Version
    2. 2. © 1998 - 2011 BryanEisenberg.com http://www.bryaneisenberg.com
    3. 3. © 1998 - 2011 BryanEisenberg.com
    4. 4. CRO Models <ul><li>Tools - Insights, Creating Pages, Testing, Personalization, Campaign & Automation </li></ul><ul><li>People - Insight, Management, Creative Execution, Test Setup, Implementation, Outsource </li></ul><ul><li>Process - Planning and Creating New Ads & Content, Optimizing Old Ads & Content </li></ul>© 1998 - 2011 BryanEisenberg.com
    5. 5. <ul><li>$56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. </li></ul><ul><li>Source: 2010 ZenithOptimedia </li></ul>© 1998 - 2011 BryanEisenberg.com
    6. 6. © 1998 - 2011 BryanEisenberg.com 6 92:1 Companies typically spend $92 to bring customers to their site. But only $1 to convert them.
    7. 7. Don’t do Slice & Dice Optimization © 1998 - 2011 BryanEisenberg.com
    8. 8. Can You Spot The Differences? © 1998 - 2011 BryanEisenberg.com
    9. 9. <ul><li>“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein </li></ul>Optimize All You Want © 1998 - 2011 BryanEisenberg.com It’s Not About What but Why!
    10. 10. Testing, It’s All About Motivations & Influencing People © 1998 - 2011 BryanEisenberg.com
    11. 11. © 1998 - 2011 BryanEisenberg.com Do you have a structured approach to improving conversion rates? Response 2010: 283 Response 2009: 270 Source: 2010 Conversion Report from eConsultancy
    12. 12. © 1998 - 2011 BryanEisenberg.com 48% No control over conversion Limited time and resources are the major barrier to improving conversion Source: 2010 Conversion Report from eConsultancy
    13. 13. © 1998 - 2011 BryanEisenberg.com On average, how many tests do you carry out each month on your website? Response 2010: 222 Response 2009: 271 Source: 2010 Conversion Report from eConsultancy 61% do less than 5 tests per month
    14. 14. Omniture & Google Analytics © 1998 - 2011 BryanEisenberg.com
    15. 15. Form Analytics © 1998 - 2011 BryanEisenberg.com
    16. 16. Voice of Customer © 1998 - 2011 BryanEisenberg.com
    17. 17. Call Tracking © 1998 - 2011 BryanEisenberg.com
    18. 18. Speed Check © 1998 - 2011 BryanEisenberg.com http://www.websiteoptimization.com/services/analyze/
    19. 19. © 1998 - 2011 BryanEisenberg.com
    20. 20. Smush Those Graphics © 1998 - 2011 BryanEisenberg.com
    21. 21. © 1998 - 2011 BryanEisenberg.com
    22. 22. Using Video For Products <ul><li>Video boost conversion rates by an average of 9%. (Internet Retailer, October 2010) </li></ul><ul><li>Products that have videos are 95% more likely to be bought. (Internet Retailer, April 2010) </li></ul><ul><li>Video adds two minutes to visitors' stays on retail sites. (Comscore, August 2010) </li></ul><ul><li>Video increases the likelihood of a front-page Google search result by 96% with proper page optimization. (Forrester, January 2010) </li></ul><ul><li>Source: http://onlinevideograder.com/grader/ </li></ul>© 1998 - 2011 BryanEisenberg.com
    23. 23. TreePodia © 1998 - 2011 BryanEisenberg.com
    24. 24. © 1998 - 2011 BryanEisenberg.com
    25. 25. © 1998 - 2011 BryanEisenberg.com
    26. 26. © 1998 - 2011 BryanEisenberg.com Variation A Variation B Variation C In the background Treepodia’s Smart Video Platform generates a few versions of each video, analyzes CVR performance, & directs traffic flow to the best performing variation, automatically 100 Views 3 Orders 100 Views 1 Order 100 Views 6 Orders
    27. 27. Dynamic Video Sitemap © 1998 - 2011 BryanEisenberg.com Traffic
    28. 28. UserTesting.com/ppctest © 1998 - 2011 BryanEisenberg.com SES2011
    29. 29. Mockflow © 1998 - 2011 BryanEisenberg.com
    30. 30. Get Premise © 1998 - 2011 BryanEisenberg.com
    31. 31. 5 Second Test © 1998 - 2011 BryanEisenberg.com
    32. 32. Free Behavioral Targeting © 1998 - 2011 BryanEisenberg.com
    33. 33. Testing With Google Website Optimizer © 1998 - 2011 BryanEisenberg.com
    34. 34. Testing for Low Traffic Websites © 1998 - 2011 BryanEisenberg.com
    35. 35. Optimizely © 1998 - 2011 BryanEisenberg.com
    36. 36. Monetate © 1998 - 2011 BryanEisenberg.com
    37. 37. BEST OF 2010
    38. 38. <ul><li>Conversion impact as high as 55% </li></ul>Badging
    39. 39. <ul><li>Average conversion improvement range 5%-20% ( As high as 100% ) </li></ul>MESSAGE CONSISTENCY
    40. 40. <ul><li>Conversion improvement as high as 12% </li></ul>Tax Free
    41. 41. <ul><li>Conversion improvement as high as 100% </li></ul>international
    42. 42. <ul><li>Acquisition improvement as high as 1000% </li></ul>email acquisition
    43. 43. BoostCTR.com © 1998 - 2011 BryanEisenberg.com 2
    44. 44. Contests Are Crowd Sourced to Their Network © 1998 - 2011 BryanEisenberg.com 3 Boosters scan for contests to enter
    45. 45. You Approve the Ads to Test © 1998 - 2011 BryanEisenberg.com 6 Advertiser approves the ad
    46. 46. BOOSTCTR TRACKS THE CONTESTS AND REPORTS ON RESULTS © 1998 - 2011 BryanEisenberg.com 7 Advertisers track the progress of their contests
    47. 47. Run The Boosted Ads and Pause Others © 1998 - 2011 BryanEisenberg.com 8
    48. 48. Get Speeding! © 1998 - 2011 BryanEisenberg.com
    49. 49. It’s Not the Tool, It’s How You Use It http://mo.am/21secrets     © 1998 - 2011 BryanEisenberg.com
    50. 50. <ul><li>Thank you for listening! </li></ul><ul><li>Bryan Eisenberg </li></ul><ul><li>[email_address] </li></ul><ul><li>Read our blog: www.BryanEisenberg.com </li></ul><ul><li>Call us at (347) 470-GROK (4765) </li></ul><ul><li>Follow me on Twitter Please: </li></ul><ul><li>@TheGrok </li></ul>© 1998 - 2011 BryanEisenberg.com

    ×