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Click to edit Master title style
• Click to edit Master text styles

Multi-Channel Optimisation
• Third level

– Second le...
Optimizeedit Master title style
Click to Everything, Everywhere
• Click to edit Master text styles and Segmentation
Fuel f...
Browser-based optimization
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• Click to edit Master text styles
– Second level
...
Applications and Devices (REST)
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• Click to edit Master text styles
– Second level

£/€/$
...
Everything Master title
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– Second level

£/€/$

• Third l...
Once upon Master
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• Click to edit Master text styles
– Second level
• Third level
– Fourth ...
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• Click to edit Master text styles
– Second level
• Third level
– Fourth level
» Fifth le...
Click to edit Master title style
• Click to edit Master text styles
– Second level
• Third level
– Fourth level
» Fifth le...
Click to edit Master title style
• Click to edit Master text styles
– Second level
• Third level
– Fourth level
» Fifth le...
Optimising Master title
Click to editEnd-to-End style
• Click to edit Master text styles
– Second level
• Third level
– Fo...
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Martin Sheerin

• Click to edit Master text styles
– Head oflevel
Second Online Product ...
Phones 4u
• Multi-channel retailer
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•

• Over 700 stores
• Click tocentre for sales and
C...
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– Second level

Device Usage Trends
– Fourth level

• ...
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– Second level
• Third level
– Fourth level
» Fifth le...
Daily User Habits for
Laptop/Desktop, Smartphone and Tablet
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Device Accessibility Trend
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• Click to edit iPad
Master text styles
2010 £399

– Second le...
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– Second level

Previously at Phones 4u
– Fourth level...
Dialaphone Test 1
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+81.64%

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• Third level
– Fourth level
» Fifth level

Opt...
Phones 4u Test 1
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• Third level
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» Fifth ...
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– Second level

Device Split
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Keypad Layout Change
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Level2

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text styles
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Layout
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edit Master
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Control

Level2

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Control Page

Multi Device Testing - Dialaphone
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Multi Device Testing – Phones 4u
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All Traffic (non-iPad)
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Optimal...
iPad Version
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Optimal

Control ...
Layout
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iPad
+8.58%

Desktop
+12.25%

Level 4
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Form position
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All traffic (non-iPad)
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A...
Current Page
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Why do we MVT?
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• Third...
Why do we MVT?

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New idea
of creative

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– Second level
•...
Why we partner with Webtrends
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– Second level
• Third l...
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What do we test?
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Optimisation Maturity
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Future Challenges
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Next steps – “Phablet” anyone?
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Mobile customer choice
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Summary
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Partnership
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MVT for
expertise, focus
– con...
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Martin Sheerin

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– Head oflevel
Second Online Product ...
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Multi channel optimisation

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Understand why optimisation across all digital channels is absolutely essential in order to maximise on the efforts of your marketing programmes. This session will help you realise the why’s and how’s of multi-channel optimisation, resulting in the greatest conversions, and ROI, every time.

Published in: Marketing, Technology, Business
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Multi channel optimisation

  1. 1. Click to edit Master title style • Click to edit Master text styles Multi-Channel Optimisation • Third level – Second level – Fourth level » Fifth level Host: Marc Thomas Solutions Engineering Director - Webtrends
  2. 2. Optimizeedit Master title style Click to Everything, Everywhere • Click to edit Master text styles and Segmentation Fuel for Personalisation – Second level • Third level Personalise and Test CRM Data – Fourth level » Fifth level Mobile Browsing Mobile App Email Purchase History Tablet Browsing Desktop Browsing Call Center
  3. 3. Browser-based optimization Click to edit Master title style(JavaScript) • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level JavaScript
  4. 4. Applications and Devices (REST) Click to edit Master title style • Click to edit Master text styles – Second level £/€/$ • Third level – Fourth level » Fifth level A Z JavaScript REST API
  5. 5. Everything Master title Click to editelse (URLs) style • Click to edit Master text styles – Second level £/€/$ • Third level – Fourth level » Fifth level Ads A Z JavaScript REST API URLs
  6. 6. Once upon Master Click to edita time…title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 1. Landing page: Category Page: • JS: Banner personalised to algorithm keyword API: Sorting and searching phone and 2. Product Page: • JS: Banner follows the user, from the landing page MVT • JS: MVT
  7. 7. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Abandoned Basket: 1. Category Page: URL: MVT on retargeting message • API: Sorting and searching algorithm 2. Product Page: • JS: MVT
  8. 8. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Abandoned 1. Site Wide: Basket: URL: MVT on retargeting message • JS: Personalised retargeting banner • JS: Pre-Abandonment capture 2. Checkout funnel: • API: Personalised pricing • JS: A/B/n test
  9. 9. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 1. Site Wide: Hybrid App: • JS: Personalised retargeting banner API: Native components personalised to push upsell • JS: Pre-Abandonment capture 2. Checkout funnel: • JS: HTML components tested to improve self-help usability • API: Personalised pricing • JS: A/B/n test
  10. 10. Optimising Master title Click to editEnd-to-End style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  11. 11. Click to edit Master title style Martin Sheerin • Click to edit Master text styles – Head oflevel Second Online Product Development • Third level Phones 4u – Fourth level » Fifth level @martinsheerin1 linkedin.com/in/martinsheerin1
  12. 12. Phones 4u • Multi-channel retailer Click to edit Master title style • • Over 700 stores • Click tocentre for sales and Contact edit Master text –service Second level • Website: www.phones4u.co.uk • Third level • Mobile site: m.phones4u.co.uk – Fourth level styles » Fifth level • • • Online only brand: Website: www.dialaphone.co.uk Mobile site: m.dialaphone.co.uk 12
  13. 13. Click to edit Master title style • Click to edit Master text styles – Second level Device Usage Trends – Fourth level • Third level » Fifth level 13
  14. 14. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level
  15. 15. Daily User Habits for Laptop/Desktop, Smartphone and Tablet Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Source: InMobi/Mobext, via AOP, May 2012 15
  16. 16. Device Accessibility Trend Click to edit Master title style • Click to edit iPad Master text styles 2010 £399 – Second level iPad Mini 2012 £269 • Third level – Fourth level » Fifth level Kindle Fire 2012 £149 Tesco Hudl 2013 £119 16
  17. 17. Click to edit Master title style • Click to edit Master text styles – Second level Previously at Phones 4u – Fourth level • Third level » Fifth level 17
  18. 18. Dialaphone Test 1 Click to edit Master title style +81.64% – Second level • Third level – Fourth level » Fifth level Optimal Control Page • Click to edit Master text styles 18
  19. 19. Phones 4u Test 1 Click to edit Master title style • Click to edit Master text styles • Third level – Fourth level » Fifth level Optimal Control Page – Second level +70.64%
  20. 20. Click to edit Master title style • Click to edit Master text styles – Second level Device Split – Fourth level • Third level » Fifth level 20
  21. 21. Keypad Layout Change Click to edit Master title style Level2 • Click to edit Master Control text styles – Second level • Third level – Fourth level » Fifth level Experiment Page Control Optimal Submitted form Conversion Rate 33.54% (+/- 1.14%) 33.00% (+/- 1.13%) Lift ---1.60% Not significant 21
  22. 22. Layout Click to edit Master title style • Click toControl Page text styles edit Master – Second level Control Level2 • Third level – Fourth level » Fifth level 22
  23. 23. Control Page Multi Device Testing - Dialaphone Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 23
  24. 24. Multi Device Testing – Phones 4u Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 24
  25. 25. All Traffic (non-iPad) Click to edit Master title style – Second level • Third level – Fourth level » Fifth level Optimal Control Page • Click to edit Master text styles +4.11%
  26. 26. iPad Version Click to edit Master title style – Second level • Third level – Fourth level » Fifth level Optimal Control Page • Click to edit Master text styles +4.27%
  27. 27. Layout Click to edit Master title style • Third level – Fourth level » Fifth level iPad +8.58% Desktop +12.25% Level 4 Desktop +8.63% Level 2 Control – Second level iPad +12.36% Level 3 • Click to edit Master text Desktop styles +8.85% iPad +17.36%
  28. 28. Form position Click to edit Master title style • Click to edit Master text styles All traffic (non-iPad) – Second level All traffic (iPad) • Third level – Fourth level » Fifth level 28 iPad +7.09%
  29. 29. Current Page Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 29
  30. 30. Click to edit Master title style • Click to edit Master text styles – Second level Why do we MVT? – Fourth level • Third level » Fifth level 30
  31. 31. Why do we MVT? Click to edit Master title style New idea of creative • Click to edit Master text styles – Second level • Third level Build on gut instinct with science – Fourth level Campaign Support Increase Conversion » Fifth level De-risk Projects Avoid mistakes
  32. 32. Why we partner with Webtrends Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Time level Fourth » Fifth level Skills Best Practice Not “blinded by BAU” 32
  33. 33. Click to edit Master title style • Click to edit Master text styles – Second level What do we test? – Fourth level • Third level » Fifth level 33
  34. 34. Optimisation Maturity Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Advanc ed Intermediate Phas e Phase Beginner Phase 34
  35. 35. Future Challenges Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 35
  36. 36. Next steps – “Phablet” anyone? Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level Source: Responsive Navigation: Optimizing for Touch Across Devices by Luke Wroblewski 36
  37. 37. Mobile customer choice Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 37
  38. 38. Summary Click to edit Master title style Partnership • Click to edit Master text styles for MVT for expertise, focus – conversion Second level and best • Third level practice Keep track of trends – Fourth level » Fifth level Evolve your testing Learn from all of your tests
  39. 39. Click to edit Master title style Martin Sheerin • Click to edit Master text styles – Head oflevel Second Online Product Development • Third level Phones 4u – Fourth level » Fifth level @martinsheerin1 linkedin.com/in/martinsheerin1

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