Build Winning 2013 Optimization Plan

Beyond The Test
Building a Winning 2013
Optimization Plan

12.11.2012

a webinar from ISITE Design
www.isitedesign.com
Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com

#measure2013


OUR FLIGHT PLAN
for the next 45 minutes

• How testing is changing in 2013
• 5 key elements of a successful optimization plan
• Real-life test examples
• Live pop quizzes


THE BUTTON TEST

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THE BUTTON TEST


THE WINNER

282% form conversion increase

57% site-wide lead increase


HOW TESTING IS
CHANGING IN 2013


OPTIMIZATION FOR ALL
The entry costs for tools have never been lower

Source: http://www.chiefmartec.com/2011/08/marketing-technology-landscape-infographic.html


A WIDE RANGE OF PROCESSES

Adobe® 2012 Digital Marketing Optimization Survey Results Report


RIGHT SIZING THE INVESTMENT
Marketers spend $92 to acquire traffic and $1 to optimize

Adobe® 2012 Digital Marketing Optimization Survey Results Report


RAISING THE BAR
Make testing a strategic discipline in 2013


RAISING THE BAR

FROM TO

Ad hoc tests Strategic programs


RAISING THE BAR

FROM TO


Marketing Experience


RAISING THE BAR

FROM TO



Lift Learnings


RAISING THE BAR

FROM TO



Lift Learnings

Analytics hero A culture of optimization


FIVE KEY ELEMENTS TO A
WINNING OPTIMIZATION PLAN


WHY TEST?
Because your competition is

• Learn more about your customers
• Deliver better experiences to your customers
• Get better return on your digital investments
• Build a culture of data-driven and user-focused design
• Discover something totally new and unexpected


1. BUILDING A TEAM


STAFFING A TEAM
Who you need

• Project Manager– Own and Share the Program
• Analyst – Data at the Center
• Copywriter – Content is king
• Creative / UX – Don’t Sacrifice Brand for Lift
• Developer – There Will be Code
• Executive Sponsor – Helps Build Culture


2. DEFINE SUCCESS


UNDERSTANDING THE ECOSYSTEM
From Measurement to Action

Action

Testing &
Personalization
Targeting

Quantitative Qualitative

CEM & Voice of
Web Analytics
Customer

Measurement
WebAnalyticsDemystified.com/research


QUANTITATIVE KPIS

Business Drivers
• Revenue
• Orders
• Leads
• Registrations
Engagement
• Video Views/Duration
• Whitepaper Downloads
• Social Shares


QUALITATIVE KPIS
– Lead Quality Score
– Customer Satisfaction
– NetPromoter Score
– Brand Sentiment/Loyalty
– Usability Tests


3. PRIORITIZE BY POTENTIAL


PRIORITIZING THE IMPACT
All hypotheses are not created equal

Form Logic
Form Layout

Location of CTA
Headline Copy

Impact
Navigation Logic/
Navigation Location
Complexity
Number of CTAs
Button Copy
Body Copy
Content of Images

Page Header Image Effort
Balance of Text and Hero Shot
Graphics

Page Length

Modal Box Design
Number of Columns

* Impact analysis provided by Marketing Sherpa 2011 Optimization Benchmark Report


PRIORITIZE TESTABLE ELEMENTS

Significant Impact by Element
60%

50%
50%

41%
40%
36%

30%
30%

20% 17% 18%

10%

0%
Copy CTA Images Layout Navigation Form

Marketing Sherpa 2011 LPO Benchmark Report


PRIORITIZING SEGMENTS
All visitors are not created equal


SEGMENTATION IN ACTION
SolarWorld Americas


4. GET THE RIGHT TECHNOLOGY


TESTING TOOLS
What really matters?

• Confidence Statistics
• Validity Testing
• Segmentation (Ad-Hoc and Pre Set)
• A/B and Multivariate
• Integration with Web Analytics
• IT/Development Efforts


WEB ANALYTICS
For the record

• Conversion Tracking
• Segmentation
• Custom Variables
• Secondary Success Metrics
• Traffic Sources and Campaigns


OTHER MARKETING TOOLS
Testing doesn’t stop at the website

• E-Mail Subject Lines
• Social Content
• PPC Text Content
• Display Ad Designs
• Site Speed Performance
• Mobile


5. PUTTING THE PROCESSES IN PLACE


KINDERCARE
Optimization Program

KinderCare:
VP of Marketing
Director of Digital Marketing
Acquisition Manager

ISITE Design
Project Manager
Analytics & Testing Lead
Digital Marketing Lead
User Experience Team
Development Team


STRUCTURING THE TESTS
No Plan – No Test

• What is being tested?
• Why is it being tested?
• What is the hypothesis of the test?
• What are the KPIs for the test?
• What are the potential risks or impacts?
• What resources and team members are
required?
• Who is requesting the test?
• Are there critical time frames for results?


Set Goals Find
Friction

Document & Make a Test
Share Plan
Insights

Analyze, and
Test It!
Verify


sources Organic search Search PPC IYP & YP Display Other Email
Ads campaign
landing pages
routing
pages
conversion pages


SHOW AND TELL
Detailed Reports:
Each test is reported to the project team and test sponsor with a
detailed account of the performance of each experience and the
recommended action from the test.

Summary and Big Insights:
Each test series is reported to business line managers or to the larger
organization to share the outcome of the tests and the key take-aways
to be considered for future application.

Knowledge Base:
Each test plan, and outcome is stored in an internal blog, network
share, or intranet where team members can search for past test to help
make decisions for new designs.


REGULAR ACTIVITIES
Make a Routine Daily:
• Analysis
• Test Design
• QA
Weekly:
• Reporting
• Recommendations
• Team Meetings
• Test Deployment
Monthly:
• Test Roadmap
• Prioritization
Quarterly:
• Strategy
• Goal Setting
Yearly:
• Goal Setting

http://home.lausd.net/pics/misc/calendar_icon.png


SEARCHER PERSONAS
Segmenting & Targeting


ALWAYS BE TESTING
Home Page Search Results
7 tests, 68% lift 11 tests, 57% lift

PPC Landing Pages Center Details Page
21 tests, 200% lift 13 tests, 58% lift


29% LIFT IN CONVERSION RATE
YEAR OVER YEAR

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47

2012 15% Goal 25% Goal


GETTING READY FOR DAY 2


OUR OPTIMIZATION PROGRAM


THANK YOU & QUESTIONS
Jeff Cram
ISITE Design
617-401-2295
jcram@isitedesign.com

Ryan Summers
Analytics & Testing Practice Lead
rsummers@isitedesign.com

More information Blogging on Optimization
www.isitedesign.com www.getreadyforday2.com


Build Winning 2013 Optimization Plan

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