How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs

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How to Use an Index to Measure Page Testing Success

This session debunks the old adage, "select and test just one measure of success." Specific to B2B marketing, it's not that simple - multiple touch points and long sales cycles mean "success" can't accurately be captured by just one metric. The answer? An index that gives a differing value point to each conversion point. See how one marketer has realized great success from this system in both paid and organic search campaigns.

* Tami Dalley, Director, User Experience Optimization, ROI Labs

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  • MethodologyMore effective optimization Greater Marketing Success
  • http://www.istockphoto.com/stock-photo-10999426-strategy-implementation.php
  • Incrementally improve campaigns that have already been optimized using a single measure
  • Incrementally improve campaigns that have already been optimized using a single measure
  • Vacation exampleTrue for landing pages - a LP needs to do so many things. Not just for internal stakeholders but for consumers at totally different point in the shopping cycle. So who’s right? Well everyone is… but how do you address the problem?
  • Balanced View of Success – not one dimensionalhttp://www.istockphoto.com/stock-photo-11846527-balancing-stones.php
  • Better optimize for multiple desired outcomeshttp://www.istockphoto.com/stock-photo-3470760-blank-signpost.php
  • Incrementally improve campaigns that have already been optimized using a single measureAston Martin DB9 - $289K. Pretty good street car – “how can we make it better?” There is always more you can do…
  • Long Sales CyclesConsidered purchasesEducation goals?
  • Multiple possible outcomes from a single path
  • Integrate offline data or data from other sourceshttp://www.istockphoto.com/stock-photo-713960-bridge.php
  • These are obvious online examples
  • Ideal - (Omniture GENESIS integration w/sales force. Call tracking integration - Need a unique identifierOffline SalesCRM Call centreValidation:Contact correctInterestDecision 1:Option 1) Tie secondary conversion to offline salesOption 2) Tie to online leads
  • Ideal - (Omniture GENESIS integration w/sales force. Call tracking integration - Need a unique identifierOffline SalesCRM Call centreValidation:Contact correctInterestDecision 1:Option 1) Tie secondary conversion to offline salesOption 2) Tie to online leads
  • Ideal - (Omniture GENESIS integration w/sales force. Call tracking integration - Need a unique identifierOffline SalesCRM Call centreValidation:Contact correctInterestDecision 1:Option 1) Tie secondary conversion to offline salesOption 2) Tie to online leads
  • Look at least at 2 rounds of screeningShit lead or good leadCalled/contacted and lead was interested
  • Following example is assuming you have no access to offline data
  • Now, if you HAVE integration of offline data – this step is not necessary. Because you clearly know the relationship between the online engagement behaviours and ultimate conversion
  • Use same arithmetic on each of the behaviors
  • Limitation of GWO (can use some GA to get at the details) plus stat sign calculatorUse revenue filed in T&T
  • Use revenue filed in T&T
  • How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs

    1. 1. Online Marketing Summit<br />Philadelphia | July 8, 2010<br />Changing the way we measure success<br />Tami DalleyDirector, User Experience OptimizationROILabs<br />1<br />
    2. 2.
    3. 3. 7/9/2010<br />3<br />Cultural Cheat Sheet<br /><ul><li> Pronunciation of “data”
    4. 4. Behaviour = Behavior
    5. 5. Overuse of new lingo: “awesome,” “totally,” “LIKE!” “SNAP”</li></li></ul><li>Weighted Metrics:Changing the Way We Measure Success <br />4<br />*<br />
    6. 6. 7/9/2010<br />Quick Testing Basics<br />5<br />
    7. 7. 7/9/2010<br />6<br />Types of Tests<br /> A/B/N Testing<br />
    8. 8. 7/9/2010<br />7<br />Vs.<br />Vs.<br />
    9. 9. 7/9/2010<br />8<br />Types of Tests<br /> Multivariate Testing (MVT)<br />
    10. 10. Headlines/Images<br />Calls To Action<br />Copy Display<br />*<br />
    11. 11. 7/9/2010<br />Why Test?<br />10<br />
    12. 12. 7/9/2010<br />11<br />
    13. 13. 7/9/2010<br />12<br />*<br />
    14. 14. 7/9/2010<br />How to Test?<br />13<br />
    15. 15. <ul><li>A/B then MVT
    16. 16. Wide and Shallow, then Narrow and Deep
    17. 17. Rinse, repeat
    18. 18. Have a testing strategy
    19. 19. 1 primary success metric</li></ul>7/9/2010<br />14<br />Testing Strategies<br />
    20. 20. 7/9/2010<br />15<br />Only 1 Success Metric<br />
    21. 21. 7/9/2010<br />16<br />Which one to Pick?<br />*<br />
    22. 22. 7/9/2010<br />17<br />
    23. 23. 7/9/2010<br />18<br />
    24. 24. “Success means different things to different people”<br />7/9/2010<br />19<br />*<br />
    25. 25. 7/9/2010<br />So what to do?<br />Use a weighted metric<br />20<br />
    26. 26. 7/9/2010<br />21<br />What Is It?<br />Assigning value to behaviors for “assists.” <br />Home Runs: 18<br />Home Runs: 15<br />Runs Batted In: 66<br />Runs Batted In: 103<br />Which player is more valuable to you?<br />*<br />
    27. 27. 7/9/2010<br />Why Use A Weighted Metric?<br />22<br />
    28. 28. 7/9/2010<br />23<br />Balanced view of success<br />
    29. 29. 7/9/2010<br />24<br />Multiple desired outcomes<br />
    30. 30. 7/9/2010<br />25<br />Looking for extra optimization<br />*<br />
    31. 31. 7/9/2010<br />When to use it<br />26<br />
    32. 32. 7/9/2010<br />27<br />
    33. 33. 7/9/2010<br />28<br />
    34. 34. 7/9/2010<br />29<br />
    35. 35. Can be used to optimize:<br /><ul><li>Tests
    36. 36. PPC
    37. 37. SEO
    38. 38. Email
    39. 39. Social
    40. 40. Etc,etc</li></ul>7/9/2010<br />30<br />*1/2<br />
    41. 41. 7/9/2010<br />How do you do it?<br />31<br />
    42. 42. 7/9/2010<br />32<br />The Process<br />Step 1:Identify online behaviors that reflect engagement (and correlate with leads or sales)<br />Step 2:Confirm correlation, assign value and calculate the weighted metric<br />Step 3:Optimizeusing this weighted metric “point” system<br />
    43. 43. 7/9/2010<br />33<br />Step 1.1: ID Behavioral Indicators<br />Identify online behaviors that correlate to leads:<br /><ul><li> Watch Video
    44. 44. Whitepaper Download
    45. 45. Free Trials
    46. 46. Online Chat
    47. 47. Product Page View</li></li></ul><li>7/9/2010<br />34<br />Step 1.2: Visibility into “Success”<br />
    48. 48. 7/9/2010<br />35<br />Ideal = Integration<br />Step 1.2: Visibility into “Success”<br />
    49. 49. 7/9/2010<br />36<br />Reality = ?<br />
    50. 50. 7/9/2010<br />37<br />
    51. 51. 7/9/2010<br />38<br />
    52. 52. 7/9/2010<br />39<br />Pull a Goal Report<br />Goals<br />Week<br />
    53. 53. 7/9/2010<br />40<br />Analyze Trends<br /><ul><li>Analyze movement of leads and other behaviors</li></li></ul><li>7/9/2010<br />41<br />Step 2: Confirm, Assign, Calculate<br /><ul><li>Confirm relationship
    54. 54. Assign a valueto those behaviors</li></ul>Option 1 – Gut instinct<br />Option 2 – Statistical Analysis<br />“ When this behavior happens, leads increase by x.”<br />
    55. 55. 7/9/2010<br />42<br />Step 3: Analyze Output<br /><ul><li>1 video view = 0.26 Leads
    56. 56. So, 10 video views = 2.6 Leads
    57. 57. Translate into points (x100)
    58. 58. Video View = 26 points
    59. 59. Lead = 100 points </li></li></ul><li>7/9/2010<br />43<br />Step 3: Apply Points to Performance<br />Goals<br />Page<br />
    60. 60. 7/9/2010<br />44<br />Step 3: Apply Formula<br />Weighted Metric<br />
    61. 61. 7/9/2010<br />45<br />Use Weighted Metric to pick “Winner”<br />
    62. 62. 7/9/2010<br />46<br />Upload into testing tool<br />*<br />
    63. 63. 7/9/2010<br />How do you apply this to PPC?<br />47<br />
    64. 64. 7/9/2010<br />48<br />Apply Formula<br />
    65. 65. 7/9/2010<br />49<br />Optimize PPC Campaigns<br />Look at Cost Per Metrics Point (CPP)<br />*<br />
    66. 66. 7/9/2010<br />How do you apply this to SEO?<br />50<br />
    67. 67. 7/9/2010<br />51<br />Apply Formula<br />
    68. 68. 7/9/2010<br />52<br />Optimize for SEO<br />Focus efforts on high-value keywords… <br /><ul><li>Build more content for high-value words
    69. 69. New pages, new assets
    70. 70. Modify existing content
    71. 71. Change meta tags, titles, link anchors</li></ul>*<br />
    72. 72. 7/9/2010<br />Considerations (*)<br />53<br />
    73. 73. 7/9/2010<br />54<br />Remember:<br /><ul><li> "Correlation does not imply causation”
    74. 74. No Crystal Ball
    75. 75. Review on a regular basis</li></ul>*<br />
    76. 76. 7/9/2010<br />55<br />Summary<br /><ul><li>Weighted Metrics: Look beyond 1 key behavior
    77. 77. Identify key behaviors
    78. 78. Assign value, calculate metric
    79. 79. Optimize</li></li></ul><li>tdalley@roilabs.com<br />
    80. 80. 57<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />

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