This document analyzes website visitor data to segment visitors and identify opportunities to optimize the user experience. It finds that 59% of enrollees complete enrollment in one visit, while abandoners most often drop off between enrollment steps 3 and 4. Shoppers make an average of 5 visits focused on costs and coverage. Browsers need more exposure to the brand value proposition to engage further. Most peekers enter through paid search and have high bounce rates. Recommendations include understanding abandoners' drop-off points, reducing shoppers' return visits, tailored experience paths, and optimizing search engine marketing.
Best Practices To Fix 5 Common Web Application Problems: Web Performance Moni...Compuware APM
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Join Imad Mouline, on Wednesday September 8th for this provocative session around today’s highly complex, distributed Web applications and how to test them. Imad is a veteran of software architecture, research & development and an expert in Web application development, testing and performance management.
In this session, Mouline will discuss:
* The evolution architecture and structure of Web applications
* The current state of load testing approaches and how they apply to a variety of architectures
* How existing and emerging testing techniques are applied to different types of applications
* The future architecture of Web applications and what it means to the future of testing
The purpose of this joint project was to measure the value that customers place on application sales support and determine if a segment that valued this support was large enough to justify a change in strategy to a direct sales model. The result enabled our client to capture a higher portion of the value created. (VALUE CAPTURE)
What is the Value proposition, what would make your targeted segment buy your product/service not your competitor's. Think about things that will bring the best value for your customers, whether through offering a unique product or special added value
User-centric segmentation for all AppMetrica reports. Get new insights from your usual audience reports grouping users by different behavior models.
Which on-boarding scenario brings more conversions?
Select a cohort of previously loyal users who haven’t launched the app last month.
Identify user groups relevant for the special offer you are going to launch.
Think up complicated questions about your users. AppMetrica brings you the right answers.
Best Practices To Fix 5 Common Web Application Problems: Web Performance Moni...Compuware APM
Best Practices To Fix 5 Common Web Application Problems: Web Performance Monitoring & End-user Passive Monitoring to Optimize Your Web Application Availability, Performance and Experience From Browser to Data Center
Why Load Testing from the Cloud Doesn't WorkCompuware APM
You might think that with web applications in the cloud, that load testing from the cloud provides all the testing you need. You might think that testing from the cloud can tell you if your website can handle peak traffic loads, driven by marketing campaigns, or seasonal events. Unfortunately you may be wrong. In the Web 2.0 world; applications are combined on the fly inside the browser, from third-party and shared services both in the cloud and from behind the firewall. Imad Mouline, CTO of Gomez will tell you — the cloud is not the answer.
Join Imad Mouline, on Wednesday September 8th for this provocative session around today’s highly complex, distributed Web applications and how to test them. Imad is a veteran of software architecture, research & development and an expert in Web application development, testing and performance management.
In this session, Mouline will discuss:
* The evolution architecture and structure of Web applications
* The current state of load testing approaches and how they apply to a variety of architectures
* How existing and emerging testing techniques are applied to different types of applications
* The future architecture of Web applications and what it means to the future of testing
The purpose of this joint project was to measure the value that customers place on application sales support and determine if a segment that valued this support was large enough to justify a change in strategy to a direct sales model. The result enabled our client to capture a higher portion of the value created. (VALUE CAPTURE)
What is the Value proposition, what would make your targeted segment buy your product/service not your competitor's. Think about things that will bring the best value for your customers, whether through offering a unique product or special added value
User-centric segmentation for all AppMetrica reports. Get new insights from your usual audience reports grouping users by different behavior models.
Which on-boarding scenario brings more conversions?
Select a cohort of previously loyal users who haven’t launched the app last month.
Identify user groups relevant for the special offer you are going to launch.
Think up complicated questions about your users. AppMetrica brings you the right answers.
Fundamentals and advanced concepts in customer segmentation. CLV (customer lifetime value) and specific implications in Telecoms. Approaches in operational deployment of customer segmentation.
Efficient customer segmentation in Google Analytics (Blueffect 2013 Warsaw, Poland) - examples and best practices of accurate data analysis and advanced segmentation principles in order to improve revenues of your business.
- What makes you wrongly evaluate marketing campaigns: do you know, what is the real conversion rate of your website?
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Self-Organising Maps for Customer Segmentation using R - Shane Lynn - Dublin Rshanelynn
Self-Organising maps for Customer Segmentation using R.
These slides are from a talk given to the Dublin R Users group on 20th January 2014. The slides describe the uses of customer segmentation, the algorithm behind Self-Organising Maps (SOMs) and go through two use cases, with example code in R.
Accompanying code and datasets now available at http://shanelynn.ie/index.php/self-organising-maps-for-customer-segmentation-using-r/.
Behavioral Marketing : The end of segmentation in B2B marketing John Watton
Presented at B2B Marketing Forum 2013, Amsterdam, March 14th 2013.
Synopsis: Today’s B2B buyer is not only digitally savvy but is also driving the engagement. As B2B marketers we need to make a shift in how we market. Find out how successful brands are moving from a segmented to a personalised approach, using behaviors to drive relevant, profitable relationships.
RFM Segmentation is the easiest and most frequently used form of database segmentation. It is based on three key metrics: Recency, Frequency and Monetary Value of customer activity. RFM is often used with transactional history in e-commerce, but can also work for Social Media interactions, online gaming or discussion boards. Based on calculated segments a marketer can prepare cross-sell, up-sell, retention and reactivation capampaigns. This deck provides a simple introduction to the RFM Segmentation methodology.
Explains the key drivers for a Freemium software offering with measured examples of companies that have accomplished it. Such as Dropbox, EverNote, Freshbooks, and others.
How to Generate More High-Quality Leads in Today's Buyer-Driven RealityOptify
Reviews. Product demos. Likes. Tweets. The Internet has revolutionized the B2B sales cycle like never before. Today's business buyers turn to search and social networks to gather the essential information they need to make purchase decisions.
In order to generate high-quality leads for your sales team in this buyer-driven world, you must understand how buyers' needs have changed, produce content that meets those needs at every stage of the buying cycle, and make sure that content is available at their fingertips.
View this presentation to discover how to create relevant content that engages buyers and turns them into more quality leads for your sales team.
The companion webinar is available here http://marketingprofs.adobeconnect.com/p682g5p2uy8/
Fundamentals and advanced concepts in customer segmentation. CLV (customer lifetime value) and specific implications in Telecoms. Approaches in operational deployment of customer segmentation.
Efficient customer segmentation in Google Analytics (Blueffect 2013 Warsaw, Poland) - examples and best practices of accurate data analysis and advanced segmentation principles in order to improve revenues of your business.
- What makes you wrongly evaluate marketing campaigns: do you know, what is the real conversion rate of your website?
- How to prioritize content sections of an e-commerce website.
- What customer segments and cohorts are useful.
How to Create a Customer Segmentation ModelMark Haubert
Are your sales and marketing teams focused on the right customers? Learn how to define your Ideal Customer Criteria, create a Customer Segmentation Model, identify your Key Accounts and focus your teams on customers with the greatest potential for growth.
Self-Organising Maps for Customer Segmentation using R - Shane Lynn - Dublin Rshanelynn
Self-Organising maps for Customer Segmentation using R.
These slides are from a talk given to the Dublin R Users group on 20th January 2014. The slides describe the uses of customer segmentation, the algorithm behind Self-Organising Maps (SOMs) and go through two use cases, with example code in R.
Accompanying code and datasets now available at http://shanelynn.ie/index.php/self-organising-maps-for-customer-segmentation-using-r/.
Behavioral Marketing : The end of segmentation in B2B marketing John Watton
Presented at B2B Marketing Forum 2013, Amsterdam, March 14th 2013.
Synopsis: Today’s B2B buyer is not only digitally savvy but is also driving the engagement. As B2B marketers we need to make a shift in how we market. Find out how successful brands are moving from a segmented to a personalised approach, using behaviors to drive relevant, profitable relationships.
RFM Segmentation is the easiest and most frequently used form of database segmentation. It is based on three key metrics: Recency, Frequency and Monetary Value of customer activity. RFM is often used with transactional history in e-commerce, but can also work for Social Media interactions, online gaming or discussion boards. Based on calculated segments a marketer can prepare cross-sell, up-sell, retention and reactivation capampaigns. This deck provides a simple introduction to the RFM Segmentation methodology.
Explains the key drivers for a Freemium software offering with measured examples of companies that have accomplished it. Such as Dropbox, EverNote, Freshbooks, and others.
How to Generate More High-Quality Leads in Today's Buyer-Driven RealityOptify
Reviews. Product demos. Likes. Tweets. The Internet has revolutionized the B2B sales cycle like never before. Today's business buyers turn to search and social networks to gather the essential information they need to make purchase decisions.
In order to generate high-quality leads for your sales team in this buyer-driven world, you must understand how buyers' needs have changed, produce content that meets those needs at every stage of the buying cycle, and make sure that content is available at their fingertips.
View this presentation to discover how to create relevant content that engages buyers and turns them into more quality leads for your sales team.
The companion webinar is available here http://marketingprofs.adobeconnect.com/p682g5p2uy8/
Next Generation Measurement with Google Analytics - Dara Fitzgerald, Fresh EggFresh Egg UK
At the 2012 summit, GA announced some of the biggest feature releases in its history. These features will help to shift the analysis view from session-centric to user-centric, allowing the ever growing number of companies using GA to optimise for people, rather than sessions.
At BrightonSEO 2013, Dara presents an outline and provides use cases for new features such as custom dimensions and metrics, customer lifetime value and universal analytics.
Bringing the Digital Channel to the EnterpriseTeradata
Teradata and Webtrends partner to provide companies with the capability to take advantage of a wide range of digital information now available. Studies show that customers are dissastified by their cross-channel experiences. Teradata and Webtrends partner to turn all that data into better understanding and actionable information. Includes customer examples. For more information visit www.teradata.com.
COLLABORATE 18 Presentation: Complexity of Conversions into Oracle Cloud- Sav...Jade Global
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At the eMetrics Tour event in Montreal, Lane Cochrane, VP research @ iPerceptions, introduced the audience to Voice of Customer (VoC). Digital analysts attending the event were presented examples of how attitudinal and behavioral data integration can lead to actionable insights. Learn more at http://www.iperceptions.com.
We work with companies to reduce their cash flow risk and automate the monthly draw process.
*Transparency into where your money is going
*Simplifies compliance management and payment holds
*Proactive and automated lien waiver collection tied directly to payment
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No Onions, No Tiers - An Introduction to Vertical Slice Architecture by Bill ...Alex Cachia
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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
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Industry expert Scott Sehlhorst will:
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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6. 1. Recognize the experiences of visitors
2. Connect experiences with outcomes
3. Connect non-converters with those experiences
4. Increase the chances that, they too, will convert or
advance to the next visitor type
A X
B Y
C Z
Content Content
7 1 7 1
Visits PDF D/L Visits PDF D/L
Enrollee Non-Enrollee
6
8. # Segment Size Criteria Attributes
1 Enrollees 5,200 Submitted online app. form Brand commited, strong intent, member
2 Abandoners 1,600 Abandoned application form Brand positive, nearly decided, impediment
(step 3 or beyond)
3 Shoppers 3,000 Submitted lead form, d/l PDF Considering brand, info hungry, strong intent
4 Browsers 87,000 Page views =>5 Comparing brands, low intent, no engagement
5 Peekers 608,000 Remaining population Wrong audience, no intent
* Framework Matrix
* Dimensions
* Acquisition – Traffic Source Channel (Paid, Organic, Referrer/Direct)
* Content Section – Cost & Coverage, Seminar, Stars, Age-in
* Engagement – App. PDF d/l, Seminar PDF d/l, Lead Form, Enrollment
* Measures
* visitors, visits, time spent, # of events, days till event, etc
* Date Range – Sept. -Dec., 2011. Includes pre-AEP marketing run-up and AEP (Oct. 15-Dec. 7)
8
9. * Segmentation criteria based on visitors that enrolled online
* We want to understand
* Acquisition channel of preference
* Section of the website they considered important
* Online actions performed
* Objective: Learn what worked and how to make it better
* Visitor population: 5,200
9
10. 59%
Of enrolled
visitors complete
1
enrollment in 1st visit ENROLLEES
• 83% of Enrollees used a non-paid search
Visits to Enrollment channel as their initial channel
3,112
• 50% of the Enrollees visited the Cost &
Coverage section of the site; 20% visited
the age-in section
1,082 • Less than 2% of the Enrollees did any
528
action on the site (downloads or submit an
265
113
online lead)
72
1 2 3 4 5 6 • This group also spent the most amount of
time on-site; enrollment is lengthy process
Recommendation:
• Develop special path for this segment that respects their familiarity with field,
provides only new/updated info and delivers the shortest path to enrollment
• Investigate visitors with 2 or more visits to enrollment and determine the catalyst
10
11. * Segmentation criteria based on visitors that
* Did not enroll online, but reached enrollment form step >=3
* We want to understand
* Why they abandoned enrollment form
* Section of the website they considered important
* Online actions performed
* Objective: Optimize enrollment process user experience
* Visitor population: 1,600
11
12. 1,660
Visitors almost
completed an 2
online enrollment ABANDONERS
Enrollment Form • Less than 2% of the Abandoners did any
action on the site (downloads or submit an
Visits
Scenario
Conversion
Step Conversion online lead); also took more visits to do any
Step 3 of 6
1,660 - - engagement
Tell Us More
Step 4 of 6
Your Consensus
424 26% 26% • 50% of the Abandoners visited the Cost &
Coverage section of the site; 20% visited
Step 5 of 6
Our Terms
202 12% 48% the age-in section
Step 6 of 6
Review and Submit
137 8% 68% • 74% drop-off from Step 3 to Step 4 on
enrollment form; This step asks for member
Confirmation
0 0% 0% number and could be confusing for non-
Thank You Page
members
Recommendation:
• Conduct deeper enrollment form field VST integration to determine drop-off point
• Integrate “Click to Chat” feature to catch near misses deep within enrollment form
• Save abandoned applications (not available) and send email reminders
12
13. * Segmentation criteria based on visitors that
* Did not enroll online
* Did not go beyond step 2 of enrollment process
* Performed an online action (submit lead, download PDF)
* We want to understand
* Acquisition channel and visit frequency
* Section of the website they considered important
* Online action performance
* Objective: Learn what’s working & improve user experience
* Visitor population: 3,000
13
14. 1:5:2
On avg. 1 visitor
visits 5 times; 2 visits 3
to engage SHOPPERS
# Visitors To Content Areas • 3,000 Shoppers had 15,744 visits
• 26% of new visitors entered via the Paid
Search channel, while 20% entered through
661 Organic; 65% of all visits are from Direct &
Referred
587
2,299
• 92% of visits touched the Cost & Coverage
575 content area, and 20% of visitors submitted
lead forms
Cost & Coverage Seminar Star Age-In • This segment is the most active; ~70% of the
visitors did an online action by their second visit
Recommendation:
• Deliver different experience to Shoppers in response to multiple visits via portlet
• More investigation: (a) Visitors generating leads did they use telesales or fax to enroll
(b) Influence of other websites to drive actions
14
15. * Segmentation criteria based on visitors that
* Did not enroll online
* Did not perform an online action (submit lead, download PDF)
* Page Views >= 5
* We want to understand
* Why they don’t engage?
* Objective: Get them interested in brand’s value proposition
* Visitor population: 87,000
15
16. 87K
Visitors not ready to
engage (yet), but want 4
to understand the brand BROWSERS
Acquisition • Browsers less concerned with Cost &
5 Coverage than Shoppers, as 48% visited
4 this section versus 78% for Shoppers
Visitors (10K)
3
• Organic, “Free”, doing well to attract and
2 be reused as a channel by Browsers
1
• Less than 10% of the Browsers visited
-
the Seminar page, but they also visited
Paid Organic Direct/
channel search Referrer most and spent most amount of time on
Total Visitors New Visitors site (Great opportunity!)
Recommendation:
• Browsers need more high-level awareness of brand’s value proposition to engage
• Develop a “brief” guided experience for those new to the brand; introduce brand (MHM
video), Seminars overview, end on Cost & Coverage with info request lead form option
16
17. * Segmentation criteria based on visitors that
* Did not enroll online
* Did not perform an online action (generate lead, download, etc)
* Page Views < 5
* We want to understand
* What channel these visitors use
* Why they bounce
* What sections of the website they landed on
* Objective: Reduce the population size
* Visitor population: 608,000
17
18. 86%
Of overall visitors were
not looking for our site 5
PEEKERS
Acquisition
• 50% of Peekers viewing the Star site left
immediately (bounce)
Direct/
5%
Referrer • Only 1% clicked deeper by viewing the
Age-in and Seminar sections
Organic
7% • 4% viewed Cost & Coverage information
search
• Remaining came to the home page and left
Paid the site
channel 88%
Recommendation:
• Focus on improving paid channel strategy, messaging, ad placement, & landing page
• Investigate keywords, organic search, and update content
18
19. * Key insights
* 59% of Enrollees enroll on their first visit
* Abandoners drop off between step 3 and 4 of enrollment form
* Shoppers are not really researching as they seem to be pre-
committed to brand, yet make ~5 visits to Cost & Coverage
* Browsers don’t want cost info, they need exposure to brand value
* 88% of Peekers enter through Paid Channel
* Organic search is performing well – leveraged as the initial channel
& re-used to come back to the site
19
20. * Recommendations
* Focus on understanding Abandoners’ drop-off between step 3 and 4 on
enrollment form via enhanced form field VST reporting, on-page chat
functionality, or on-site survey
* Reduce return visits required by Shoppers (to enroll) by broadening
messaging to address their Cost & Coverage questions; allow
saving/emailing/sharing of Cost & Coverage info
* Develop special user experience paths for visitor types:
* e.g. Browsers – Create curated path that introduces visitors to brand value
proposition, seminar offerings, online member tools, and other benefits
* Review branded generic PPC keyword strategy due to high bounce rate
from members
* Scale back Paid Search spend on branded keywords as SEO is performing
well
* Optimize SEO keyword analysis by focusing on Peekers and Browsers 20