Facebook Advertising Objectives - Best Formats and Placement for Each ObjectiveZach Anderson
If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective.
Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want.
Facebook Advertising Objectives PDF:
--> What Facebook ad objectives are
--> The most effective ad formats for each objective
--> The best placement for your ads
PPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your RemarketingTara Dee West
Remarketing has been around for ten years this year, and has changed so much in this time. In this presentation I'll be talking about some of the most recent changes and sharing 22 highly actionable tips and tricks to reinvigorate your search (RLSAs) and Google display Remarketing.
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015Tara Dee West
At BrightonSEO in Spetmber 2015, I spoke about Facebook Advertising Custom Audiences. Take a look at my presentation for strategies for using Custom Audiences and a few tips for getting the most out of them.
Sequential Advertising in Facebook - PPC Hero - Heroconf London - Tara Dee We...Tara Dee West
Sequential advertising is a powerful tool for generating both awareness and conversions. In this presentation, I'll share everything you need to know about sequrntial ads in Facebook, from which ad formats to use and which campain types.
Facebook Advertising Objectives - Best Formats and Placement for Each ObjectiveZach Anderson
If you want to grow your business, you have to reach new customers. Facebook ads put your business in front of those new customers.
You can bet that a large cross-section of your customer base is using Facebook and Instagram every day. But you need to set the right objectives to be effective.
Facebook ad objectives let you set up campaigns that let you reach a highly targeted audience with ads that get the results you want.
Facebook Advertising Objectives PDF:
--> What Facebook ad objectives are
--> The most effective ad formats for each objective
--> The best placement for your ads
PPC HeroConf London 2017 - Tara Dee West - Reinvigorate Your RemarketingTara Dee West
Remarketing has been around for ten years this year, and has changed so much in this time. In this presentation I'll be talking about some of the most recent changes and sharing 22 highly actionable tips and tricks to reinvigorate your search (RLSAs) and Google display Remarketing.
BrightonSEO - Tara West - Facebook Custom Audiences - September 2015Tara Dee West
At BrightonSEO in Spetmber 2015, I spoke about Facebook Advertising Custom Audiences. Take a look at my presentation for strategies for using Custom Audiences and a few tips for getting the most out of them.
Sequential Advertising in Facebook - PPC Hero - Heroconf London - Tara Dee We...Tara Dee West
Sequential advertising is a powerful tool for generating both awareness and conversions. In this presentation, I'll share everything you need to know about sequrntial ads in Facebook, from which ad formats to use and which campain types.
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
This presentation about Facebook ads will help you understand what are Facebook ads, how to advertise on Facebook, the types of ads that Facebook offers, steps involved in creating a Facebook ad campaign and some do's and dont's of Facebook advertising. This tutorial is designed for beginners who want to get started with Facebook paid marketing. It goes into detail about the various ways Facebook ensures that your advertisement reaches the appropriate audience along with practical examples for the same. You will understand how these marketing features work along with strategizing and managing digital campaigns on Facebook. Now, let us get started and understand each step in the process of Facebook advertising.
Below topics are explained in this Facebook ads presentation:
1. What are Facebook ads
2. Why advertise on Facebook
3. What are the types of Facebook ads
4. What are the steps to creating a Facebook ad
5. The Do's and Don'ts of Facebook Advertising
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
Visual process flow for the management and set up of successful Facebook ad funnels. Includes the technical set up and how to implement retargeting to maximise conversions.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Media Planning & buying Digital Advertising bilalshahid981
Media Planning & buying advertising agencies
multicultural marketing agency london
tv commercial production companies london
media buying agencies in london
creative strategy agencies in london
How to drive action online, in-store and in mobile app with Facebook. Best Practices for Facebook direct response marketing.
Facebook offers a sophisticated direct response marketing solution for marketers to reach more of the right people, drive action across devices and make more insightful decisions.
#lucioribeiro
#onlinecircledigital
www.theonlinecircle.com
Optimizing for conversions means your ads are more likely to be shown to people likely to convert. Learn what advertiser controls and how choosing the right goals influence who sees your ads.
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformMickey Mellen
Lead by Josh Bernstein, owner of Josh Bernstein Media, this session provided a one-of-a-kind behind the curtain look into the Google AdWords interface and learn the truth behind paid search. During this session, we explored the mystery and unknown of paid search with a transparent discussion.
With over 11 years experience in the channel, Josh is known as a true expert with AdWords and has worked and consulted with some of the biggest brands near & far including JCPenney, Chick-fil-A, Toyota, Scoutmob, The Tommy Nobis Center and many others! Josh is one of Atlanta's most trusted names when it comes to Google AdWords & paid search marketing.
Лекторий GRAPE. Вова Лифанов о Цифровой эволюции.GRAPE
Презентация Вовы Лифанова, дизайнера, арт-директора SUPREMATIKA, о том, как из ничего появилось все, почему не существует смерти у одноклеточных, почему в какой-то момент людям перестало хватать пальцев на руках, когда появился первый суперкомпьютер, что такое абак, что вообще имел в виду Дарвин и как программисткая функция if-then породила эволюцию (или наоборот).
Facebook Ads Tutorial 2019 | How To Run Facebook Ads | Facebook Ads Manager 2...Simplilearn
This presentation about Facebook ads will help you understand what are Facebook ads, how to advertise on Facebook, the types of ads that Facebook offers, steps involved in creating a Facebook ad campaign and some do's and dont's of Facebook advertising. This tutorial is designed for beginners who want to get started with Facebook paid marketing. It goes into detail about the various ways Facebook ensures that your advertisement reaches the appropriate audience along with practical examples for the same. You will understand how these marketing features work along with strategizing and managing digital campaigns on Facebook. Now, let us get started and understand each step in the process of Facebook advertising.
Below topics are explained in this Facebook ads presentation:
1. What are Facebook ads
2. Why advertise on Facebook
3. What are the types of Facebook ads
4. What are the steps to creating a Facebook ad
5. The Do's and Don'ts of Facebook Advertising
Why learn Digital Marketing?
Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace.
What skills will you learn from this Digital Marketing course?
This course will enable you to:
1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy
2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing
3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more.
4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing
5 Create the right marketing messages tailored to the right audiences
6. Prepare for top digital marketing certification exams such as OMCA, Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing certifications
Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training.
Visual process flow for the management and set up of successful Facebook ad funnels. Includes the technical set up and how to implement retargeting to maximise conversions.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Media Planning & buying Digital Advertising bilalshahid981
Media Planning & buying advertising agencies
multicultural marketing agency london
tv commercial production companies london
media buying agencies in london
creative strategy agencies in london
How to drive action online, in-store and in mobile app with Facebook. Best Practices for Facebook direct response marketing.
Facebook offers a sophisticated direct response marketing solution for marketers to reach more of the right people, drive action across devices and make more insightful decisions.
#lucioribeiro
#onlinecircledigital
www.theonlinecircle.com
Optimizing for conversions means your ads are more likely to be shown to people likely to convert. Learn what advertiser controls and how choosing the right goals influence who sees your ads.
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformMickey Mellen
Lead by Josh Bernstein, owner of Josh Bernstein Media, this session provided a one-of-a-kind behind the curtain look into the Google AdWords interface and learn the truth behind paid search. During this session, we explored the mystery and unknown of paid search with a transparent discussion.
With over 11 years experience in the channel, Josh is known as a true expert with AdWords and has worked and consulted with some of the biggest brands near & far including JCPenney, Chick-fil-A, Toyota, Scoutmob, The Tommy Nobis Center and many others! Josh is one of Atlanta's most trusted names when it comes to Google AdWords & paid search marketing.
Лекторий GRAPE. Вова Лифанов о Цифровой эволюции.GRAPE
Презентация Вовы Лифанова, дизайнера, арт-директора SUPREMATIKA, о том, как из ничего появилось все, почему не существует смерти у одноклеточных, почему в какой-то момент людям перестало хватать пальцев на руках, когда появился первый суперкомпьютер, что такое абак, что вообще имел в виду Дарвин и как программисткая функция if-then породила эволюцию (или наоборот).
Свежий выпуск TRENDS NEWSLETTER: самые главные цифры, события, технологии, мобильные приложения, рекламные кейсые и специальные интервью в ежеквартальном дайджесте от GRAPE.
Online академия презентаций http://preza.su/
Если вы готовите презентацию для выступления на совещании, вебинаре или конференции, то вам могут быть полезны эти советы. Они позволят избежать самых распространенных ошибок и сделать максимально эффективную презентацию!
7 Habits of Highly Effective Personalisation Teams | Dan Ross from OptimizelyOptimizely
Learn about the 7 Habits of Highly Effective Personalisation Teams | Dan Ross, Managing Director | Optimizely
In this learning session, Dan Ross will talk from experience what it takes to make an organisation a champion at personalisation. You will return to your team with clear action items to upgrade your organisation into a personalisation powerhouse.
UNDERSTAND If your current optimisation programme is as mature as you think, or if you are just scratching the surface
CREATE the ‘dream team’ that can reach your personalisation goals on an ongoing basis
RETHINK and improve your audience strategy
Learn more at optimizely.com/resources
Dan is a Silicon Valley veteran and has led various Go-to-Market teams at four tech companies. An Aussie by birth (in spite of his American accent), he's returning home to grow Optimizely's Australian and New Zealand presence. In his spare time, Dan can be found attempting random hobbies like flying planes, triathlons or mountain biking.
Conversion Rate Optimization can and should borrow plays from user research, information architects and front-end developers to start adding value to clients right away, even before you run a single test.
Understanding user behaviour in the omni channel world- jwtB2B Marketing
How to best leverage data insights from multi-channel platforms to impact ongoing marketing strategies and revenues. This includes customer behaviour across digital platforms and integrated online and offline user experience journey.
This presentation includes advice on how behaviours impact customers’ decision-making processes, practical advice on how to garner insights and how to measure and structure marketing campaigns across multi-channel platforms.
The session will also feature a case study example of applying the above and increasing ROI for B2B brands.
Benefits
Practical advice on managing multi-channel marketing activities
Customer insights in the digital world
Real life examples
How this impacts business objectives and ROI
Measurement of ROI retained via digital and social media
7 Habits of Highly Effective Personalization OrganizationsOptimizely
After a morning of exciting technology advancements and visionary discussion with industry leaders, get back into an operational mentality in the personalization workshop. Learn what makes organizations practicing personalization successful, and return to your team with clear action items to upgrade your organization into a personalization powerhouse.
Conversion Optimization Framework to Build Sustainable and Repeat GrowthTushar Purohit
The goal of the this presentation on Conversion optimization Framework is to remove the guesswork from the conversion optimization process. It provides comprehensive analysis to anyone interested in optimization with a specific methodology to produce consistent results.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
Case Study for Internet Retailer presented by Jeff Campbell (Resolution Media) and Mike Ryan (Lowe's). Covers Search Retargeting vendors, best practices, optimization methods, etc.
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
Empowering Product Teams: Measure the Immeasurable: Beyond Vanity MetricsHannah Flynn
As a product manager, it's your job to realize your product’s vision by executing your chosen strategy. It’s also your job to deliver value to the business. Ultimately, these two outcomes are aligned so the temptation is to focus primarily on business metrics. Doing this can cause you to lose focus on the real value you are trying to achieve, in favor of moving the vanity metrics such as launches and time spent.
Join Sari Harrison, Product Management Instructor at Product School, as she explains how to use immeasurable success criteria along with your more standard KPIs to deliver products that don't just get used a lot, but deliver real value.
Empowering Product Teams: Measure the Immeasurable: Beyond Vanity MetricsAggregage
As a product manager, it's your job to realize your product’s vision by executing your chosen strategy. It’s also your job to deliver value to the business. Ultimately, these two outcomes are aligned so the temptation is to focus primarily on business metrics. Doing this can cause you to lose focus on the real value you are trying to achieve, in favor of moving the vanity metrics such as launches and time spent.
Join Sari Harrison, Product Management Instructor at Product School, as she explains how to use immeasurable success criteria along with your more standard KPIs to deliver products that don't just get used a lot, but deliver real value.
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...VWO
Watch this webinar to understand how some of the leading Fortune 2000 organizations have built a robust and scalable process to turn data into insights, and to use insights to elevate their CX leading to drastically higher conversions and in turn Revenue/ROI.
Launching a Personalization Pilot with Acquia Lift: From Concept to Customers...Acquia
The growing trend within the digital experience market is the demand for more personalized experiences by its users. To address this need, many organizations establish a data-driven personalization initiative on their digital marketing roadmap, but end up facing challenges getting their personalization project off the ground.
In this session, you will learn:
- How to plan a successful personalization initiative in your organization
- The six most common challenges with personalization strategy
- Three example use cases that you can use in your own proof-of-concept
- How to launch a personalization pilot on your website in just 10 days
Как оценить эффективность сообщества во Вконтакте GRAPE
Андрей Волков о том, что лучше: сообщество с 100 500 подписчиков и высокой виральностью или сообщество с 150 000 подписчиков и высоким ER? На что надо обращть внимание при работе с сообществом VK и как оценить качественность его ведения.
Что и зачем надо считать в Social media. А главное – как! | Андрей ВолковGRAPE
ЧТО И ЗАЧЕМ НУЖНО СЧИТАТЬ, НАЧИНАЯ, ПРОДОЛЖАЯ И ЗАКАНЧИВАЯ РАБОТАТЬ С СОЦИАЛЬНЫМИ СЕТЯМИ
Пожалуй самой обсуждаемой темой последних пары лет является вопрос об измерении эффективности работы в социальных сетях. В первую очередь это связано с тем, что социальные сети отчасти были дискредитированы в предыдущий период, когда создание группы Вконтакте и станицы на Facebook было МОДНЫМ среди бренд менеджеров и это было самоцелью.
На текущий момент бренд-менеджеры хотят большей прозрачности и требуют от агентств целостные системы оценки эффективности их работы.
Как оценивать эффективность работы в социальных сетях? Нужно ли создавать многотысячные сообщества, и следить за тем, чтобы Engagement rate и отток из группы были лучше бенчмарка? Безусловно нужно, но сами по себе эти метрики зачастую не являются показателями эффективности при решении конкретных бизнес задач.
Для того, чтобы понять, на какие показатели все-таки стоит ориентироваться, начнем издалека – сначала поймем что есть собственно ЗАДАЧА.
В любой задаче есть:
1. начальная позиция (ПУНКТ А)
2. желаемая конечная позиция (ПУНКТ И)
3. необходимые вводные для решения поставленной задачи.
Далее решающий должен:
1. понять, каким конкретно способом поставленную цель можно достичь располагая имеющимися данными.
2. Если по пути решения задачи что-то идет не так – способ решения задачи нужно корректировать.
Свежий выпуск TRENDS NEWSLETTER: самые главные цифры, события, технологии, мобильные приложения, рекламные кейсые и специальные интервью в ежеквартальном дайджесте от GRAPE.
The main numbers, statistics and trend analysis of Runet (russian segment of the Internet), which describe its fundamental features, concerning Digital Marketing field.
Агентство GRAPE выделяет основные цифры, события, технологии, приложения, кейсы, а также публикует специальные интервью в ежеквартальном TRENDS NEWSLETTER.
Лекторий GRAPE. Николай Белоусов об Интернете вещейGRAPE
Презентация Николая Белоусова, CEO в Madrobots, об Интернете вещей. А точнее, о том, как и когда появилось понятие "интернет вещей", как выглядит экосистема рынка сегодня, сферы применения технологий и чего нам ждать в ближайшем будущем.
Александр Стогов: «Почему приходится рисовать быстрее и быстрее, сроки короче и короче, почему все всегда так быстро, что с этим делать и как перестать откладывать рисование идеальной концепции».
Выделив 7 основных направлений развития рынка digital, агентство GRAPE подробно рассказало о каждом из них, проиллюстрировав лучшими кейсами 2013. Технологии будущего, современные гаджеты, последние тенденции в маркетинге. Все это и многое другое – в дайджесте трендов от GRAPE.
4. METHODOLOGY
OUR METHODOLOGY IS
DESIGNED TO ANSWER QUESTIONS
RATHER THAN BUILD REPORTS
Where should I invest my marketing dollars?
How does my digital media relate to offline purchase?
What is the value of my customers?
How can I increase conversion?
Who should I target?
Who are my most valuable customers?
What is the impact of my social media strategy?
5. ANALYTICS
Goals and KPI definition
Technical and organizational support
for measurement
Holistic view of what is working
and what is not
Create and use an ROI-driven system
to get smarter
6. MONETIZATION
ASSIGNING MONETARY VALUES TO
DIFFERENT SITE BEHAVIORS TO
UNDERSTAND AND QUANTIFY THE
OVERALL VALUE OF THE WEB
CHANNEL.
BENEFITS
1. Measure total website value and track value over time
2. Understand how website actions relate to future profit
3. Evaluate return on marketing spend
4. Create a common language within the organization by
using a common value for stakeholders to report on
5. Project prioritization
7. COMMON TRAITS OF OUR MOST SUCCESSFUL CLIENTS
Digital Channel Goals are imperative
Analyze performance based on overall business goals
Understand data holistically, not in silos and not just digital
Focus on opportunities and recommendations
Monetize all key digital behaviors
Prioritize opportunities
Measure & quantify relationships between brands and people
Take action with an optimization program
Avoid average experiences
8.
9. OPTIMIZATION
op ti mize [op-tuh-mahyz]
Verb
1. To make as effective, or useful as possible.
Website Optimization delivers relevancy to customers,
ROI to clients
Improve site performance (business objectives)
Bounce
Engage more users Rate
Increase sales and profits
KPIs
Improve lead generation and opt-ins
Validate assumptions
Discover what content resonates with target audience(s)
10. Right Right Right
Optimisation
Message Audience Time
Copy First time visitors Evening Performance
Imagery Return visitors Weekend improvement
Call-to-Action Paid Search traffic End of Month
11. TESTING DIFFERENT DESIGN AND CONTENT VERSIONS TO DETERMINE WHICH IS
MOST EFFECTIVE
c
o
n
EXISTING v
CONTENT e B
r
s
i A
o
n
s
ALTERNATE
Days
CONTENT
Visitors randomly split Each group is shown Results are analyzed &
into groups a unique version winner determined
12. TECHNIQUES
A/B/n Testing Single element testing
Audience size
Multivariate Testing (MVT) Multiple element testing
Complexity
Behavioral Targeting Serve content by visitor segment
Predictive Modeling People who did this are likely to do that
Personalization Serve content unique to visitor
Optimise messaging across
Multi Channel fixed web, mobile, tablet, call centre, etc
13. EVOLUTIONARY PROCESS
A/B/n and
Multivariate
Testing
Guessing,
Behavioral Segmentation,
Before and
Targeting Personalization,
After Testing
etc.
Multi-Channel
14.
15. ONE SIZE DOES NOT FIT ALL
THE PERFORMANCE OF THE GENERAL POPULATION
LIKELY DOES NOT REPRESENT THE BEHAVIOUR
OF KEY ONLINE BUSINESS SEGMENTS
Making single answer decisions based on one bucket of visitors may miss
opportunities for large incremental benefits
Optimising content for key segments transforms a good website to a
great online experience
16. WE BELIEVE
SUCCESS COMES FROM UNDERSTANDING
AND MEETING THE NEEDS OF THE AUDIENCE
We use data to understand customer journeys, motivations, and what messages are
working and what are not
We translate this data into insights to create personalised and targeted conversations
across touch points
We can demonstrate how establishing a culture of measurement and testing has a
revolutionary impact on marketing strategies and performance
21. ANSWERING BUSINESS QUESTIONS THROUGH TESTING
Enhance visitor HOW DOES HOMEPAGE CONTENT IMPACT BOUNCE RATE AND
engagement and SITE ENGAGEMENT?
traffic flow
Improve WHAT PAGE CONTENT ENGAGES VISITORS BEST?
messaging
Increase Form HOW MANY MORE LEADS COULD WE GENERATE WITH SIMPLER
Completion
FORMS?
Provide relevant / HOW CAN WE REDUCE BOUNCE AND INCREASE VALUE OF PAID TRAFFIC?
personalized
messages HOW CAN WE BETTER ENGAGE VISITORS FROM SOCIAL NETWORKS?
Drive purchasing
WHEN AND WHERE SHOULD CROSS-SELLS BE INTRODUCED?
TO WHOM AND WHEN SHOULD DISCOUNTS AND INCENTIVES BE OFFERED?
23. FOUNDATION
Deepen engagement
Boost conversions
TEST Increase value of media spend
RESULTS
Teaches what resonates/performs best
with target audience
TEST DESIGN AND
VARIANT CREATION
IDENTIFY AND PRIORITIZE
TESTING OPPORTUNITIES
ESTABLISH SITE GOALS AND SUCCESS METRICS
(KEY PERFORMANCE INDICATORS)
24. WEB OPTIMISATION PROCESS
1. ASSESSMENT
Define Objectives
Primary goals of site
Goals of individual sections of site
2. TEST STRATEGY
1 2
Develop hypothesis
Define Success metrics
Determine test methodology Assessment Test Strategy
Create metrics plan
Calculate test duration
RESULTS
3. EXECUTION
Create alternates
Tool set-up Analysis Execution
Launch tests
3 4
4. RESULTS ANALYSIS
Analyze performance by variant
Analyze performance by segment
Recommendations/Next steps
Plan follow up tests
26. A/B TEST EXAMPLE: DELL iNSPIRON NOTEBOOK LANDING PAGE
Control
OBJECTIVE
Increase click thru rate
ACTION TAKEN
Removed GOOD, BETTER, BEST design
elements
Reduced copy to call out only 3 features
Changed background from blue to white
RESULTS Winner
25% CTR lift
61% increase in revenue
27. A/B TEST EXAMPLE: SIMPLIFIED TEST DRIVE FORM
Control Existing Page Alternate
3
1
Reformatted fields to make form appear
2 shorter/consider shading
Reduced the prominence of the reset button
Added relevant image
Results: 129% form completion increase
28. A/B TEST EXAMPLE: FORD OF RUSSIA HOMEPAGE ROTATION
OBJECTIVE: Increase engagement and buying activities
Control Winner
RESULTS:
8% reduction in bounce rate
13% increase in buying activities
29. TEST EXAMPLE: NOKIA ACCESSORIES CROSS SELL
OBJECTIVE: Improve merchandising of accessories to increase conversion rate and RPV
Product Page Cart Page
RESULTS:
Removal of Accessories on Brand product pages delivered 60% lift in RPV
Adding Accessories to Cart page increased purchase conversion rate by 5%
30. MULTIVARIATE TEST EXAMPLE: HELIO OFFER PAGE
Control
OBJECTIVE
Reduce landing page
11 abandon rate
3
2 ACTION TAKEN
4 Redesigned call to action to
better inform customers
480 total variants
RESULTS
Winner 57% higher CTR
130% sales conversion rate
increase
31. RIGHT PANEL OPTIONS
A (Control) D (Name/Prices on phones)
B (Big Sexy Image) E (Fa-La-La-La-La!)
C (Lead with Offer)
32. RIGHT PANEL OPTIONS
A (Control) B (More text + price) C (more text, no price)
D (no right image or button)
33. BUTTON OPTIONS
LEFT PANEL RIGHT PANEL
A (Control)
A (Control)
B (Choose Device)
B (Red Button)
C (Green Choose Device)
C (Learn More)
D (Bold Choose Device)
D (No Right Button)
E (Green Buy Now)
F (Bold Buy Now)
34. TARGETING EXAMPLE: DELL SMB RETARGETING
Control
OBJECTIVE:
Increase purchase conversion rate and RPV
ACTION TAKEN
Targeted visitors who previously self-identified
themselves as laptop shoppers with laptop content
AREAS TESTED:
Content & layout in center of page
Products promoted
A/B/n test (9 variants)
RESULTS:
24% lift in revenue per visit Winner
19% lift in purchase conversion rate
Significant annual monetized lift
35. EMAIL OPTIMISATION: YAHOO GAMES
OFFER TEST:
Discount Games Popular Games
Discounted games vs Popular games
RESULTS:
The popular games version significantly
outperformed the discounted titles:
18% higher open rate
91% higher click through rate
107% more orders
300% higher revenue
35
40. WHAT WILL I GET IF I RUN THIS TEST?
In order to prioritize we need an estimated impact of the test.
41. HOW TO CHOOSE?
5%? 10%? 20%?
What is the existing conversion rate?
How epic is the scale of the test variables?
How consistent is the lift relative to other tests?
Would you spend the time on the test at 5%?
Would you think 20% unrealistic?
42. WHAT WILL I GET IF I RUN THIS TEST?
TWO GOALS:
Show opportunity
Show range
Upside Summary
Project Check out page redesign
Goal Increase percent conversion rate on final page of purchase funnel
Monthly Visits 45,000
Current Conversion 5.00%
Project Cost $45,000
Monthly 12-Month
Conversion Change in Total Units Incremental Incremental Incremental
rate Coversion Sold Units Sold Profit Profit 12-Month ROI
5.00% 2,250 - - -
5.05% 0.05% 2,273 23 $2,813 $33,750 (0.25)
5.10% 0.10% 2,295 45 $5,625 $67,500 0.50
5.15% 0.15% 2,318 68 $8,438 $101,250 1.25
5.20% 0.20% 2,340 90 $11,250 $135,000 2.00
5.25% 0.25% 2,363 113 $14,063 $168,750 2.75
5.30% 0.30% 2,385 135 $16,875 $202,500 3.50
5.35% 0.35% 2,408 158 $19,688 $236,250 4.25
5.40% 0.40% 2,430 180 $22,500 $270,000 5.00
5.45% 0.45% 2,453 203 $25,313 $303,750 5.75
5.50% 0.50% 2,475 225 $28,125 $337,500 6.50
5.55% 0.55% 2,498 248 $30,937 $371,250 7.25
5.60% 0.60% 2,520 270 $33,750 $405,000 8.00
5.65% 0.65% 2,543 293 $36,562 $438,750 8.75
5.70% 0.70% 2,565 315 $39,375 $472,500 9.50
5.75% 0.75% 2,588 338 $42,188 $506,250 10.25
5.80% 0.80% 2,610 360 $45,000 $540,000 11.00
5.85% 0.85% 2,633 383 $47,813 $573,750 11.75
5.90% 0.90% 2,655 405 $50,625 $607,500 12.50
Expected Range of Values Expected Case
48. OPTIMIZATION OR REDESIGN
THE THEORY OF THE LOCAL MAXIMUM:
It is as effective as its ever going to be on its current structural foundation.
Even if you make 100 tweaks you can only get so much improvement.
49. ASSUMING A REDESIGN FIRST IS EXPENSIVE
LOOK FOR STAGNANT OR DECLINING MEASUREMENT OVER TIME.
USER RESEARCH
RADICAL MODULAR OPTIMIZATION FAILS TO MOVE THE NEEDLE.
CIRCUMSTANTIAL EVIDENCE FROM COMPETITORS.
56. BUILDING A CULTURE OF TESTING AND MEASUREMENT
GOALS FIRST, TESTS SECOND
FOSTER AN OBSESSION WITH OUTCOMES
PREPARE TO BE SURPRISED WHEN YOUR CUSTOMERS CHOOSE THEIR
FAVOURITES
EXPERIMENTATION HAS A REVOLUTIONARY IMPACT ON MARKETING
STRATEGIES
SEGMENTED TESTS ARE SMARTER TESTS
MAKE IT A PROGRAM, NOT A PROJECT
DEMONSTRATE HOW INSIGHTS ARE BEING INCORPORATED THROUGHOUT