Amanda Simmons gave a keynote presentation about using data and creative solutions for customer retention optimization (CRO). She discussed generating data-driven hypotheses to understand audiences better and asking "why". Simmons also covered using creative content like FAQs, process pages, and sentiment messaging to solve user problems. Finally, she emphasized optimizing with purpose using techniques like A/B testing, redesigns, and a full funnel approach to maximize results.

1. KEYNOTE
Amanda Simmons
FOUNDER & CEO,
FULL CUP CREATIVE
HOUSTON, TX ~ JUNE 5 - 6, 2019 | DIGIMARCONSOUTH.COM
#DigiMarConSouth
Data + Creative
Solutions for CRO

2. June 2019
Data + Creative
Solutions for CRO

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Who We Are
Everything we do, we do because we believe in
mixing up the freshest ideas and ingredients
(creative, data and innovation) to propel brands into
sustainable, profitable testing programs.
Full Cup Creative is a digital
creative and optimization agency

4. Founder, Designer, Optimizer,
Writer & Mom
About Me:

5. AGENDA
FULL CUP CREATIVE CONFIDENTIAL | 4
Creative + Content Problem Solving
Data-Driven Hypothesis
What We’ll Cover..
Optimize with Purpose

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Data-Driven Hypothesis
Understand your audience better by asking WHY

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Data Sources

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Why is there not MORE interaction on the
tap to call button?
Hypothesis: If we increase the visibility of
tap to call button then we will increase
phone calls
Control
Heatmaps

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Variation Winner
5% Lift
Heatmaps

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Why is this page so long when users are
only making it one-third of the way
down the page?
Hypothesis: If we shorten on mobile
prioritize and limit content to better
support the user’s visit then we will
increase conversions.
Control
Scroll Depth

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Control
Scroll Depth
11% Lift

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Why are we not getting more users
into the conversion path?
Hypothesis: If we increase
opportunities for user engagement
then we will increase events for step 1.
Event Tracking
Control
Variation

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Event Tracking
~20% Increase
in Step 1

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Creative + Content
Support the user’s visit through problem solving

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In a recent test when we added a “What to Expect”
content section to the page we saw page
engagement increase, as well as, conversions.
Other Ideas:
● FAQs
● Process
● Timelines
● Season
15% lift
User Expectations

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This is a great way to segment your audience when
you are unsure and personalize in a relevant way. In a
recent test, we populated the user’s first step 1 quiz
answer to step 2 headline.
● Quiz
● Buttons
● Content Sections
● Location
Self-Segmentation
5% lift

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In a past test the user’s search query was populated
(modified) in the headline for specific service
solutions. We saw an increase in conversions across
5 product types.
Match
30% lift

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A recent test challenged threat message to protect
message. Relying on supporting the user with
solution message instead of threat.
Messaging Sentiment
34% lift

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The right types of content and layout yield big returns
by audience and segments.
● Hero
● Offer
● Social Proof
● Expectations
● Validators
● And many additional options/combinations
Content Stack

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In a recent test by varying the stack of content in
different combinations to find the optimum layout.
Content Stack
17% lift

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By giving the audience the 3rd party proof that the
service or product is of good value and worth can
improve conversion rates.
● Testimonials
● Local Testimonials
● Product and Service Reviews
● Social Feeds
● Contest
Social Proof

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In a recent test 4 out of 5 top performing creative
variations included social proof sections of testimonials
and user supplied service photos and ratings.
Social Proof
18% average lift20% highest lift

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Optimize With Purpose

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● Test Name
● Location
● Status
● Theme
● Hypothesis
● KPI
Optimization Roadmap
● PIE
● Method
● Repeatability
● Dates
● Notes
● Results

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● Redesigns
● Content Stacks
● Big / Risky Changes
● Exploiting Learnings
AI
● UX Decisions
● Local Markets
● Validate AI
● Technical Changes
A/B

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Recent Redesign
Tested each section by
content and location
● 92 Design Variations
● 30 Days
Form usability test challenged
traditional lead form to
conversational madlib type form
● 1 Design Variation
● 14 Days
17.4% 22.9%
AI A/B

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Potential, Ease and Importance. A framework to prioritize
your roadmap and efforts.
Example Idea: Auto-fill address integration on form
PIE Framework
Potential: Could yield increase
with increased usability
Ease: Medium Effort with
back-end integration
Importance: Client priority
10.3% lift

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● Centralize data sources
● Work cross-teams/agencies
● Match back sales
● Tag customer journey
● Deal with a leak
● User touchpoints
Full Funnel
1.5% Increase
in Sales

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Takeaways
● Data-Driven Stories for Hypothesis
● Use Creative + Content to Solve Problems
● Optimize with Purpose

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Questions
@fullcupcreative
amanda@fullcupcreative.com

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36. THANK YOU!