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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How to Use an Index to Measure Page Testing Success - Tami Dalley, ROI Labs
- 1. Online Marketing Summit Philadelphia | July 8, 2010 Changing the way we measure success Tami DalleyDirector, User Experience OptimizationROILabs 1
- 4. Behaviour = Behavior
- 6. 7/9/2010 Quick Testing Basics 5
- 7. 7/9/2010 6 Types of Tests A/B/N Testing
- 8. 7/9/2010 7 Vs. Vs.
- 9. 7/9/2010 8 Types of Tests Multivariate Testing (MVT)
- 10. Headlines/Images Calls To Action Copy Display *
- 11. 7/9/2010 Why Test? 10
- 12. 7/9/2010 11
- 13. 7/9/2010 12 *
- 14. 7/9/2010 How to Test? 13
- 16. Wide and Shallow, then Narrow and Deep
- 17. Rinse, repeat
- 18. Have a testing strategy
- 19. 1 primary success metric7/9/2010 14 Testing Strategies
- 20. 7/9/2010 15 Only 1 Success Metric
- 21. 7/9/2010 16 Which one to Pick? *
- 22. 7/9/2010 17
- 23. 7/9/2010 18
- 24. “Success means different things to different people” 7/9/2010 19 *
- 25. 7/9/2010 So what to do? Use a weighted metric 20
- 26. 7/9/2010 21 What Is It? Assigning value to behaviors for “assists.” Home Runs: 18 Home Runs: 15 Runs Batted In: 66 Runs Batted In: 103 Which player is more valuable to you? *
- 27. 7/9/2010 Why Use A Weighted Metric? 22
- 28. 7/9/2010 23 Balanced view of success
- 29. 7/9/2010 24 Multiple desired outcomes
- 30. 7/9/2010 25 Looking for extra optimization *
- 31. 7/9/2010 When to use it 26
- 32. 7/9/2010 27
- 33. 7/9/2010 28
- 34. 7/9/2010 29
- 36. PPC
- 37. SEO
- 38. Email
- 39. Social
- 41. 7/9/2010 How do you do it? 31
- 42. 7/9/2010 32 The Process Step 1:Identify online behaviors that reflect engagement (and correlate with leads or sales) Step 2:Confirm correlation, assign value and calculate the weighted metric Step 3:Optimizeusing this weighted metric “point” system
- 45. Free Trials
- 46. Online Chat
- 48. 7/9/2010 35 Ideal = Integration Step 1.2: Visibility into “Success”
- 49. 7/9/2010 36 Reality = ?
- 50. 7/9/2010 37
- 51. 7/9/2010 38
- 52. 7/9/2010 39 Pull a Goal Report Goals Week
- 54. Assign a valueto those behaviorsOption 1 – Gut instinct Option 2 – Statistical Analysis “ When this behavior happens, leads increase by x.”
- 56. So, 10 video views = 2.6 Leads
- 57. Translate into points (x100)
- 58. Video View = 26 points
- 60. 7/9/2010 44 Step 3: Apply Formula Weighted Metric
- 61. 7/9/2010 45 Use Weighted Metric to pick “Winner”
- 62. 7/9/2010 46 Upload into testing tool *
- 63. 7/9/2010 How do you apply this to PPC? 47
- 64. 7/9/2010 48 Apply Formula
- 65. 7/9/2010 49 Optimize PPC Campaigns Look at Cost Per Metrics Point (CPP) *
- 66. 7/9/2010 How do you apply this to SEO? 50
- 67. 7/9/2010 51 Apply Formula
- 69. New pages, new assets
- 71. Change meta tags, titles, link anchors*
- 72. 7/9/2010 Considerations (*) 53
- 74. No Crystal Ball
- 75. Review on a regular basis*
- 78. Assign value, calculate metric
- 80. 57 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit
Editor's Notes
- 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