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.

1. 1
The Scalable Way: Unlocking
Data To Drive Great Customer Experience
and Conversion Uplift
Arpit Srivastava
Manager - Marketing Strategy and
Analysis, Publicis Sapient
Paresh Mandhyan
Director of Marketing,
VWO

2. 2
Arpit has 12+ years of experience in digital
marketing, data analytics, & experience
optimization.
In his current capacity at Publicis Sapient,
he consults several large scale businesses
to help them drive ROI; using data-driven
marketing & optimization strategies.
Paresh has 12+ years of experience in
various aspects of the marketing mix with
a keen focus on demand generation &
conversion optimization.
In his current role as head of marketing at
VWO, Paresh has been instrumental in
optimizing the end to end inbound funnel
to grow it by over 30% in 6 months.
Your Speakers for today’s webinar
Arpit Srivastava
Manager - Marketing Strategy and
Analysis, Publicis Sapient
Paresh Mandhyan
Director of Marketing,
VWO

3. Journey to Human Happiness
3

4. Journey to Happy Customer Experience
Robust Analytics Foundation
+
Data Driven Experience Optimization

5. Your target audience expects
great CX at every touch point!
Including your website, landing
pages, product pages etc.
We all know why is great CX so important… Let’s recap!
Audience Expectations

6. Be Relevant or Lose Customers
There is no middle ground.
70%
of business buyers says it’s absolutely critical for companies to
provide a personalized experience.
74%
of business buyers conduct more than half of their research
online before making an offline purchase.
75%
of B2B buyers would purchase again from suppliers that
offered omni-channel capabilities.

7. People used to shop in a linear pattern.
Linear Click Based Model
But, that’s no longer the case.
Audience Behaviour

8. Your Audience now shops in more ways than ever before.
10*
Touch points on an
average to generate a
qualified lead. Event
more to generate a
purchase online!
*https://www.onlinemarketinginstitute.org

9. So What Does It Take To Convert more
Leads/Customers on your website with great CX?

10. “For every minute spent organizing,
an hour is earned”
Benjamin Franklin

11. Step 1: Organize Your Analytics via Robust Analytics Foundation
(Qualified TAM)
Impressions, Visits, % New Visits etc.
(TAM with some commercial intent)
CTR, PDP Views, form fill
(Ready to buy or bought)
Visitor Loyalty, Cart size, Cart Abandonment
rate, Profit
(Current Users with repeat purchase)
Likelihood to recommend, CLTV
Awareness
Consideration
Purchase
Loyalty
Structure Measurement Framework Across Buyer Stages and Objectives

12. Building the Right MarTech Ecosystem
Martech
33%
Other Marketing
Resources
67%
Marketing Budget
Source: Gartner CMO Spend Survey 2018-19

13. Too Many Choices in the MarTech Space

14. Collect Consistent Data Using Data Layer & TMS
User Actions
▪ Page views
▪ Button Click
▪ Form Submit
▪ Checkout
▪ Purchase
Data Layer on web
page
<script>
window.dataLayer
=
window.dataLayer ||
[]; dataLayer.push({
'userId' : ABC123',
'internalUser' :
true,}); </script>
TMS
▪ Properties/
containers
▪ Tags /
Extensions
▪ Triggers / Rules
▪ Variables / Data
Elements
Marketing &
Analytics Tags
▪ Google Analytics
▪ VWO Insights
▪ LivePerson
▪ Marketo
▪ Remarketing
Pixel
Data
Layer
TMS
Organized
Analytics
Instrumentation

15. “Prioritize data quality everything else
is a false promise”
Head of Analytics, Fortune X Automobile client

16. Tag Key Content in your CMS
Content Creation
(PDFs, Banners,
Videos etc.)
Upload/Publish SharedConsumed
Metadata
Content ID
Category
Name
Type
Purpose
Stage
Persona
Metrics & Metadata
Views
Clicks
Downloads
Visitor Tagged
Metrics
Ratings
Comments
Social Share
Metadata
Published Date
Author’s Name

17. Build a Campaign Data Governance Process
Define campaign
tracking code
taxonomy for each
channel and
streamline the
creation process
Define marketing
channel using
tracking code
structure
Grant access to
campaign code to
each of marketing
team / agencies
based on channel
they are
responsible for
Channel owners
generate code by
inputting key
values and append
tracking code in
campaign
destination url

18. Scaling the Audience by Breaking the Data Silos
Analytics CRM
Partner
Data
Social Media
Shared audiences across Channels &
Teams

19. DMP has become key component in Analytics Infrastructure
Analysis on advance segments &
distribution
Use audiences to trigger email
Audience Targeting with personalized
content.
Content synchronization across devices
Buy advertising based on audience
intelligence
Unified Data
Analytics
DSP / Ad
networks
ExO platform
Email
Engine

20. Qualitative
Quantitative
▪ Web analytics data
▪ CRM Data
▪ Heat maps
▪ Form analytics
▪ Session Replays
▪ Customer Interviews
▪ Sales & Client Services Interviews
▪ User Testing
▪ User Feedback on Why they are or aren’t
doing something
▪ VOC

21. Outcome: Architecture to support scalable optimization program
CRM
Marketing
Automation
DMP
Experience
Optimization &
Ad platforms
Web
Analytics
See the experiment associated
with a lead and a contact in
CRM
Lead, contact and account
attributes
TMS
Data
Layer
Segmented audience
originally created in Analytics
Recognize user before EXO platform serves the experience
Optimized experience based
on data from other systems
Website (CMS) Audience discovery, segmentation, and enrichment
Report performance of the experience
Onboard Analytics & CRM data to be used for media
Content Meta Data
Session recording &
Heat map
Second and Third
Party Data
attributes

22. Understand Audience Behaviour
Tracking metrics and identifying what parts of
conversion funnel need fixing
Hypothesis
Constructing educated hypothesis, based on your research
Prioritize
Planning and prioritizing your hypothesis
Test
Testing your hypothesis against the existing version of
the website
Measure/Learn
Deploying the winning hypothesis and/or gathering
learning for subsequent tests
Key Deliverables:
Improve Audience CX
Improve
Conversions/Revenue
Step 2: Implement an Experience Optimization Program (ExO)

23. Why ExO?
Bridge the Gap
What you
offer?
What
Customer
needs?
Customer
Satisfaction

24. Understanding Audience Journey –
Use the Framework to Follow the Trail

25. Build a structured Hypothesis – VWO Hypothesis Framework
Based on Observations
I believe Solution
will address Problem
for Audience
and impact Goal by uplift %
Evidence or
Research that
identifies a pattern
or a problem that
needs solving
If you are just
starting to test, then
Audience is
probably all visitors.
But as you mature in
optimization your
audience is a subset
Brings in
accountability on
what your team
was trying to
achieve

26. Example Of A Data Driven Hypothesis

27. Build a structured Hypothesis (another approach)
Identified Problem Qualitative Proof Quantitative Proof Change/tactic Key Metrics Define Hypothesis
Form Submission Rate
is below industry
average for Quote
lead form
Feedback from
usability testing
Visitor to Lead is 2% for
Pricing form
Breakdown long "Get a
Quote" form into multi
step form
Quotation
form submit
rate can be
improved by
50%
If we breakdown long "Get a
Quote" form into multi step
form then it would reduce
friction & we can improve form
fill rate by 50% because
currently Quote form
converts@2%, less then site
average of 3%.

28. Measuring Quality & Quantity of ExO program
Measurement
Quantity:
o # of test ideas
o # of experiments live
Quality:
o # of experiments that reached
significance level
o # of positive results
o # YTD Revenue impact

29. Knowledge Management Framework
Experiment Story & Hypothesis Metrics that Matter Learning
If we remove generic lead/Demo forms with eBook offers for
pages that have content targeted to enterprise clients then it
would improve Form Completion Rate by 50% because current
form is showing conversion rate of less then 1% compare 2% for
other forms
Form Completion Rate
Enterprise prospects need to
be dealt differently with some
content marketing tactic & not
regular demo or generic form
in order to increase
conversion e.g. eBooks &
starter kit has shown
improvement in conversions
rate by 50%

30. VWO Prioritization Framework
Confidence Importance Ease
How confident are you of
achieving the uplift in
conversion rates from this
test?
How valuable are the
audience you are testing for?
How Easy is it implement
this test?
Generally higher confidence
can be achieved with high level
of research
Not just effort for design and dev,
but also take into account how
easy is it to get all stakeholders to
agree to doing this
For example a test conducted
on bottom of the funnel could
be more important than a test
on top of the funnel

31. Targeting and personalization
One to
most
One to few
One on
One
Majority sits here e.g.
Geo Based
experience
Up your Game Strive for
this e.g. targeting based
on content
consumption, customer
attributes
& persona driven
Auto personalization.
AI and ML play.

32. Targeting & Personalization Framework example
Audience Data by Analytics, CRM, DMP, & ExO platform
Page /Screen Type
e.g. Home Page
User Who
downloaded but
never requested
demo
Customers
Attributes like
Enterprise Plan
Subscriber for
Product X
Anonymous Use
from Industry X
Returning User
from a city where
you are hosting an
event
Section/compone
nt/Ads/Emails
Hero Image
& H1
Hero Banner
CTA
Side Bar
Header Links
Center Right
Sticky CTA

33. Customer Type Targeting
Goal: Make the re-ordering
process easier
Cookie returning customers and
speak differently to segment with
re-order messaging
8% increase in overall
conversion
Control
Variatio
n

34. Wrap up
Don’t just focus on increasing the
number of times you roll the dice, but
focus on increasing the odds of winning!

35. Thank You!
Q&A

36. Checkout upcoming webinars
https://vwo.com/resources/webinars/