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Testing for Marketing Campaign Success
- 2. 2@macknuttie OUR MOTTO AN EVIL MULTINATIONAL CORPORATION HAS TO START SOMEWHERE. FOR NOW: PANTS! “ “
- 5. 5@macknuttie
- 6. 6@macknuttie TRAFFIC Priority (nothing else matters if we don’t have traffic) TESTING Have an always be testing approach EMAIL Email addresses are the currency of the ecommerce world (2nd to revenue). “Money later” (the 98%). RETENTION Getting the 2% to come back 4 Areas of Focus
- 7. 7@macknuttie Our job is to attract the right type of people to our website and convince them to buy/engage. That takes eyeballs! Site visitors (traffic) all have potential to be messaged by Betabrand in some form, we just need to get those people here! Traffic is made up of site visitors coming from organic, referrals, ads, search engines, and press! None of our work matters if no one shows up to the party. Why Traffic Matters
- 9. 9@macknuttie We optimize our business to the ~2% that take this “happy path”. Our job is to help increase the likelihood that any one person is going to take this “happy path”. What a very common “happy path” looks like.. The “Happy Path”
- 12. 12@macknuttie I’m a smart marketer. Why test? You don’t know the right answer, let your audiences guide you. Your customers don’t know what motivates them to take an action (e.g. red vs. blue button) Testing outcomes help you understand your customers more deeply along with what might influence their behavior in the future.
- 13. 13@macknuttie Takes a lot of tests to improve our “Happy Path” rate X
- 14. 14@macknuttie Convincing the “2%” to take the Happy Path again
- 15. 15@macknuttie It takes a lot of tests to improve our “Happy Path” rate
- 18. 18@macknuttie Which of these variation performed better? VS. 500% Lift in Click-thru! 240% Lift in Revenue!
- 19. 19@macknuttie Which of these variation performed better? vs 80% better than dresses
- 20. 20@macknuttie Which of these variation performed better? vs 18% Lift in click- thru rate
- 21. 21@macknuttie Other testing successes- 1:1 Recommended Products For Victoria For Tara For Lana No 2 customers see the same product assortment
- 22. 22@macknuttie Which of these variation performed better? VS. VS. VS.VS.31% Lift vs. 1st Test Winner!
- 23. 23@macknuttie Not all traffic drivers are created equal. +3% Lift +18% Lift!!!
- 25. 25@macknuttie Conversion rates are climbing Betabrand Conversion Rate by Month
- 26. 26@macknuttie How we grew women’s biz from $125k to $23M in 3 years!
- 27. 27@macknuttie PhDs to Launch Women’s Line How do we drive awareness without big investment? Highly educated customer base Smart is beautiful
- 28. 28@macknuttie PhDs to Launch Women’s Line
- 29. 29@macknuttie Comedians There’s a there there Brand built on humor Keep it smart
- 31. 31@macknuttie YogAID Over 50% of sales to women Raised >$85k Lack of diversity in Tech
- 33. 33@macknuttie Silicon Valley Fashion Week? Fashion journalists need to write after Fashion Week Help me help you! 3 days, major sponsors, big party Fill columns (and pixels)
- 34. 34@macknuttie Silicon Valley Fashion Week?
- 35. 35@macknuttie Silicon Valley Fashion Week?
- 36. 36@macknuttie Package Inserts (Bounce Backs) They’re most happy when they receive your package 75% of redemptions are second purchase! ROI: 25:1
- 37. 37@macknuttie
- 38. 38@macknuttie Thanks for listening! Friends & Family Discount: NEWCO