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Escaping the Dark Ages of Online Marketing

Perhaps we should wear more armor…. Escaping the Dark Ages of Online Marketing. Tom Leung Google Website Optimizer Business Product Manager. What I’ll Cover. Clicks and Conversions Controlled Online Conversion Experiments What to Test Case Studies.

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Escaping the Dark Ages of Online Marketing

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  1. Perhaps we should wear more armor… Escaping the Dark Ages of Online Marketing Tom LeungGoogle Website OptimizerBusiness Product Manager

  2. What I’ll Cover • Clicks and Conversions • Controlled Online Conversion Experiments • What to Test • Case Studies

  3. Driving Traffic is Just the Beginning… Visitors = Potential Conversions • You invest marketing resources for 100% of your visitors. • Your pages may lose more than half their visitors in seconds • Most who stay choose not to convert. Non-Bouncing Visitors BouncedVisits Abandoned Conversions Why bother bringing more visitors to a site that converts poorly?

  4. Landing Pages are the Low Hanging Fruit 2-3 minutes, 100% of pixels, significant commitment 0-20 seconds, 100% of pixels, demonstrated commitment 0-3 seconds; 3% of pixels, no commitment

  5. How Have You Grown Sales? High Traffic Growth Low High Efficiency Gains

  6. The Multiplicative Effect What other ways can you increase sales by 2.3X with only a 50% increase in ad spend?

  7. Virtuous Cycle of Performance Marketing

  8. Evolve and Leapfrog Your Competition • Drive the right traffic to your site • Measure & analyze site activity • Test changes & implement winners • Repeat #1-3 until conversion rate = 100%

  9. Optimize Content Without Experimentation? • Developing pharmaceuticals by guessing • Sending a national direct mail drop blind • Changing your outside sales pitch without measuring sales

  10. How Experimentation Works Original Winning Combo 1/3 visitors 14% Make Purchase Customers Visit your Website Combo 1 1/3 visitors 20% Make Purchase Combo 2 1/3 visitors 2% Make Purchase Customers Convert Test variations of the same page

  11. A: Uses “Free”, Picture, Action Oriented 11

  12. B: Cleaner, Button, Value Proposition B Page Increased Downloads by 30%! 12

  13. Combination Report Shows the Customer Favorite Combination 11 is performing the best Original is highlighted here Bars represent relative improvement

  14. You Don’t Need a Phd in Math

  15. Some Pages Better Than Others High Landing Pages Home Pages Step 1 of Funnels Previously Optimized Pages Traffic Terms of Use Pages Contact Us Pages Final Steps of Funnels Ancillary Detail Pages Low High Known Problems with Content

  16. Best Practices in Marketing Experimentation Test a small number of variations Rule of thumb is ~100 conversions per combination Combinations = (# Variations in Section 1) * (# Variations in Section 2)… Test big changes If you can’t see difference between two combos in 8 seconds, visitors probably won’t either Consider early indicators if you don’t have enough conversions E.g. if you’re selling a $100k software package or a small business with modest volume, optimize for conversion indicators such as request info, view product details, remain on page features page >5 seconds. Don’t jump to conclusions Less than 2 weeks is no good, focus on absolute conversion difference, don’t get too excited by sliver of green or red

  17. Finding Your Customers’ Desired Balance ? ? ? ?

  18. More Experimentation Ideas • Conversion Cocktail: Headline / Image / Call to Action • Layout • Which testimonials? • Copy • Embedded video? • Offline Coupons • Telephone Inquiries • Colors, fonts, sizes • Sales incentives • Pricing • Form Fields

  19. Building a Fact-Based Marketing Culture • Do you measure KPI’s? • Is your conversion rate one of them? • Do you focus too much on CPA? • Do you spend more time in meetings than testing? • Do you know what your top 5 traffic pages are? • Do you know what your worst converting pages are? • Are you trying content ideas that scare you (a little)?

  20. What is Google Website Optimizer? • Benefits • Free Experimentation Tool • Easy to use • Backed by Google • Increases in ROI by >50% not uncommon • Discussion groups, tutorials, partner network • Features • A/B Split Testing • Multivariate Testing • Follow Up Testing • Works with ALL traffic • Statistical Significance Analysis • Live reporting updated hourly • Quarterly feature updates Google.com/WebsiteOptimizer

  21. Reducing the Business Risks of a Website Redesign While Increasing Conversions by 270% for Safe Software

  22. Background Experiment Objective • Maximize downloads of FME 2007 trial software

  23. Experiment #1: Home Page

  24. Old Home Page SwapBox 1

  25. Home Page Hypotheses To increase the trial software download conversion rate: Allow visitors to self–select based on their experience Allow visitors to self-select based on their needs Alternative layout variation with 2 columnvertical content presentation Alternative layout variation with 3 columnvertical content presentation

  26. Page Variations We Created

  27. Measurable Results Now they know which home page to use for their new site. And, they have a 125% increase in lead conversions!

  28. Can You Guess the Winner?

  29. Winning Page – 125% Conversion Lift!

  30. Experiment #2: Evaluations Download Page

  31. Evaluations Download Page Control SwapBox 1

  32. Evaluations Download Page Hypotheses Hypotheses to increase the conversion rate: • Simplify the main call-to-action • Reinforce the value proposition

  33. Evaluation Download Page Variations We Created

  34. Evaluations Download Page Variations - Measurable Results

  35. Can You Guess the Winner?

  36. Winning Evaluation Download Page – 13.4% Conversion Lift!

  37. Case Study:Request Form and Thank You Page Optimization for Tourism BC’s Ski Guide

  38. HelloBC.com Ski Conversion Funnel Tourism BC’s annual winter campaign to drive ski enthusiasts to BC ski resorts. Email 2008 Ski Guide Order Form Thank You Page HelloBC.com TV Mail Online

  39. Experiment #1: Guide Order Form

  40. HelloBC.com Ski Guide Order Form Objectives: • Increase Ski Guide order form completion rate • Increase post-order engagement with HelloBC content

  41. HelloBC.com Ski Guide Order Form Hypotheses to increase the conversion rate • Increase prominence of the “Ski Getaway” offer (over the guide) And • Layout redesign of the Ski Guide order form page

  42. HelloBC.com Ski Guide Order Form SwapBox 1

  43. Can You Guess the Winner? B A

  44. Experiment Results +8.96% +6.66%

  45. Experiment #2: Thank You Page

  46. HelloBC.com Ski Guide Thank You Page SwapBox 1

  47. HelloBC.com Ski Guide Thank You Page Hypotheses to increase the engagement conversion rate: • Increase the Clarity of the Headline, BC Resorts box, RSS link, and User Generated Content box • Provide focused call-to-action

  48. Can You Guess the Winner? Original Our Experiment Variation

  49. Experiment Results Original Our Experiment Variation +21.7%

  50. The Results on the Slopes • Of visitors who request information from Tourism BC‘s landing pages… • 30% will visit British Columbia • A 9% lift in conversions represents significant tourism growth

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