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Cycling, Hot Dogs, Marginal Gains and Digital Marketing

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Cycling, Hot Dogs, Marginal Gains and Digital Marketing

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From the most recent Drink Digital here are my slides about how marginal gains can improve the efficiency of your website and get you more leads/make you more money. Marginal gains and Kaizen have been used in business for some time - but how can you use it to to improve your website?

From the most recent Drink Digital here are my slides about how marginal gains can improve the efficiency of your website and get you more leads/make you more money. Marginal gains and Kaizen have been used in business for some time - but how can you use it to to improve your website?

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Cycling, Hot Dogs, Marginal Gains and Digital Marketing

  1. 1. This is David Brailsford
  2. 2. How?
  3. 3. Marginal Gains
  4. 4. He Started With The Obvious • Nutrition of riders • Improving weekly training programmes • How the bikes worked • Better seats • Better tyres • Aerodynamics of the bikes
  5. 5. Then The Not So Obvious • Finding the best hotels • Taking their own pillows to those hotels • Finding the best massage gel • Better hygiene to prevent infection • Painting floors in the maintenance area to avoid dust
  6. 6. Marginal Gains
  7. 7. Meet Takeru Kobayashi
  8. 8. Hot Dog Strategy • Breaks them in half = more options for chewing and also frees hands for quick fire loading • Tested spraying them with water and vegetable oil • Tested different ways of chewing • Improved how it landed in stomach to reduce the chance of vomiting
  9. 9. In Outsider|Left Champ
  10. 10. Marginal Gains
  11. 11. 2 Isolated Cases? • Aviation • NHS • QuantamBlack • Toyota
  12. 12. Chrome Wasn't Built In A Day
  13. 13. What Does This Have To Do With Digital Marketing?
  14. 14. Turns Out We Do This For PPC • Regularly reviewed bids and adjusted up or down depending on what the bid needed to be to meet the client's targets. • Reviewed bid modifiers for mobile and location. Again, these were adjusted to meet the client's targets. • Added a price extension - this only is eligible to show for top position mobile impressions so it's a really marginal gain. Of the 63789 possible times it could show, the extension only had 2193 impressions, but it delivered a 4.21% conversion rate compared to 1.35% conversion rate without it. • Paused underperforming keywords and added new keywords to the account. • Excluded poor performing search queries. • Created new campaigns and new ad groups.
  15. 15. SEO? Web Development? Content?
  16. 16. What Not To Do
  17. 17. What Not To Do
  18. 18. SEO: Lots Of Small Changes • Less friction with the gaffer • Less fighting with devs • Ticking things off feels gooooood! • Your boss thinks you are doing more than you are ;) • You aren’t getting bogged down in big stuff • Eggs and baskets and all that jazz
  19. 19. Improve One Area Of Site
  20. 20. Optimise CTR
  21. 21. Other Things ThatYou Can Add To The Mix • Automate product Title Tags • Automate product Meta Descriptions • Get the intern to build internal links • Add one new product description a day
  22. 22. How Ebay Did It http://thenextcorner.net/technical-seo
  23. 23. How Pinterest Do It https://engineering.pinterest.com/blog/demystifying-seo-experiments
  24. 24. How Etsy Do It https://codeascraft.com/2016/10/25/seo-title-tag-optimization/
  25. 25. Tiny Improvements Across Lots Of Pages
  26. 26. Apply It To Outreach
  27. 27. Apply It To Outreach
  28. 28. Apply It To Ranking
  29. 29. See The Bigger Picture
  30. 30. Do They Rank?
  31. 31. Do They Rank?
  32. 32. Web Development https://blog.attitudedesign.co.uk/blog/the-broken-webdesign-process
  33. 33. Work Life • Set you to dos the night before, not in the morning • Make sure all meetings have a purpose • Don't use default times on meetings • Only answer emails at set times • Have don't disturb time
  34. 34. Kaizen https://walkwest.com/blog/kaizen-approach-seo/
  35. 35. Kaizen • Observe • Plan • Do • Check • Adjust • Repeat https://walkwest.com/blog/kaizen-approach-seo/
  36. 36. Thanks!

Editor's Notes

  • I know what you are thinking. There's a guy who loves sport. Sooo true. And to kick of this presentation I want to talk about cycling.
  • This is David Brailsford.
  • David is a cycling coach. Here's a picture of him with some bikes to prove it.
  • Back in 2010 no British cyclist had ever won the Tour De France. In 2010 he became the general Manager of Team Sky – GB’s professional cycling team.

    He predicted that following his tactics and strategy he would win the tour de France in five years.
  • But he was wrong. They won it in 3.

    In 2012, Team Sky rider Sir Bradley Wiggins became the first British cyclist to win the Tour de France. That same year, Brailsford coached the British cycling team at the 2012 Olympic Games and dominated the competition by winning 70 percent of the gold medals available.
  • In 2013, Team Sky repeated their feat by winning the Tour de France again, this time with rider Chris Froome. Many have referred to the British cycling feats in the Olympics and the Tour de France over the past 10 years as the most successful run in modern cycling history.
  • How did they do it? David believed in marginal gains. More specifically success through the aggregation of marginal gains.

    And that's what they did.
  • How did they do it? David believed in marginal gains. More specifically success through the aggregation of marginal gains.

    And that's what they did.
  • Meet Takeru Kobayashi. He’s a speed eater. Its more competitive than you think. Prizes can be thousands and thousands of dollars. When there is money at stake people get serious.
  • Takeru specialises in Hot Dogs. You have to eat as many hot dogs as you can in 12 minutes. Takeru used the marginal gains mindset.
  • Kobayashi is also known for his trademark body wiggle, referred to by some as the "Kobayashi Shake", to force food down his esophagus and settle more compactly in his stomach
  • Doubled the word record from 25 to 50. He smashed the competition. This was in 2001. He then went on to win it 6 times and broke his own record three times.
  • Aviation > in the 1940s, there were a series of inexplicable accidents involving B-17 bombers. Switches between the flaps and the landing gear looked the same and were next to each other. Moved and accidents went down.

    NHS > preventable medical errors > system was adopted at Virginia Mason, a hospital in Seattle. Staff were encouraged to file reports if anything went wrong, like accidentally prescribing the wrong medicine. That gave the hospital an opportunity to make small changes, such as altering the labelling on drugs so that they could be easily identified under pressure of time. > new checklist >results = 74% reduction in liability insurance premiums. Considered one of the safest hospitals in the US.

    Similarly, Toyota has used a variation of the marginal gains principle by allowing its own employees to stop the production line and make ongoing improvements to its products. The “kaizen” method is also commonly used by many other big and small Japanese firms, such as Sony.
  • Digital wise? Googles algorithm – continuous improvement 500-600 times a year. Continuous testing of the search results.
  • All gets a bit more abstract. Not tied directly into the dollar. Which means you have to sell it more. Thing is marginal gains can help you work on something that can help you push for more budget.
  • Big content because everyone else is doing it. If it doesn't match your budget then why do it. If its going to cost 6 months of your budget you best be pretty sure that its going to deliver the goods.
  • Quick wins that are not sustainable. An example might be shitty links or something that has social impact that isn’t lasting. Common with consultants that are brought in to improve a business.
  • Work on one section of the site in earnest while making marginal gains changes for the entire domain. We adjusted Title Tags and Meta Descriptions, improved on page copy, tweaked internal links and started adding content to just this section of the site. The marginal gains added to this part of the site has given us budget to roll out this tactic across other parts of the site.
  • Search Console > Search Traffic > Search Analytics

    Get the data. Find your lower CTR. Improve Title Tags and Meta Descriptions. Use SEO tools for excel, google docs or Screaming Frog

    36% improvement in CTR
  • Second page poaching and internal links on their best pages, most authorative pages.
  • Introducing some smart ways to test SEO in the same way you would A/B tests. They've tried it with Title Tags to little success but had great success with pulling descriptions form different pins into successful boards.
  • Growth Driven Design is a methodology whereby a website is deliberately launched on a small scale so that it can be developed and built over-time. Find out more information here.

    Cycles of planned work are executed in an almost "scientific way". Everything is tracked and measurable. As time goes on knowledge around the how visitors are interacting with the site increases. This informs a continuous improvement of the site. Value is continued to be added over time in an agile and flexible way with proven results.
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