7. How CTO can lead to significant lifts in conversion, revenue and ROI
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9. Approach To Content Testing and Optimization Objectives Create ROI positive sustainable improvements in content performance against desired actions Build ongoing optimization engine Approach Conduct test in waves against specific objectives Design tests to always achieve statistical significance with rapid turnaround times (2-6 weeks) Test Formats Content development (A/B/N testing) Content elements (multivariate optimization testing)
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14. Most popular complaint to A/B/N testing “But I don’t know why that page won!” Solution? Eye Tracking
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17. Any findings are determined via methods such as eye tracking or link analysis, though the specific “what’s most important on this page?” answer may not be available… yet
59. Aliqua. Utenim ad minim veniamRecipe A All Winning Elements Options From Wave 1 Conversion Rate: 16.7% Recipe D All Winning Element Options exceptHeadline #2 Conversion Rate: 23.5%
69. Be careful that success isn’t determined by a point too early in the funnelReach Step 40% Reach Step 34% Reach Step 28% Convert 18% Landing Page A 40% Clickthrough Step 1 Step 2 Step 3 Conversion Reach Step 30% Reach Step 27% Reach Step 25% Convert 23% Landing Page B 30% Clickthrough Step 1 Step 2 Step 3 Conversion
70. Forecasting Incremental Revenue Conversion Rate Projected Conversions 1-Mo Visits Projected Annual Visits = 2.00% Winning Design 24,000 x 12 = x 100,000 1,200,000 = 1.80% Champion Design 21,600 Key Questions How many visits does your tested page receive per month? How long will you continue to award credit to the new, winning page? 12 months? How many conversions or other desired outcomes is your winning page expected to provide over your Champion? What’s the value of each desired outcome -- in terms of average lifetime revenue if available? Projected Additional Annual Conversions +2,400 x Sample Return Estimate Estimated LifetimeValue Per Conversion $600 Projected Total Incremental Revenue $1,440,000 Revenue - Cost = ROI Cost
78. Case Study:Variable Elements “Champion” Elements “Small vs. Big” Elements “Dream Big” Elements “Compare” Elements Headline Primary Image Call To Action Colors
79. Case Study: Winning Pages winner winner Question: “Does matching landing page content to the campaign creative shown make a difference in clickthrough?” Answer: For all creatives tested: yes Mixed Landing Pages Creative Clicked On Fully Matching Champion winner winner
85. By engaging in the ongoing process of content testing, firms can rapidly implement new content to generate increased response, resulting in steady lifts in conversion, revenue and return on investment (ROI)