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#conversionday 2017. The conversion optimization process.

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Christopher Gentile, Account & Project Manager en Multiplica US nos cuenta en detalle sobre el conversion optimization process en el #conversionday 2017.

Publicado en: Marketing
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#conversionday 2017. The conversion optimization process.

  1. 1. 1 OPTIMIZATION PROCESSPROCESS USA Fro m
  2. 2. 2 USA
  3. 3. BARCELONA MADRID SANTIAGO DE CHILE BUENOS AIRES SAN FRANCISCO MIAMI BOCA RATON BOULDER MEXICO DF LIMA MEDELLIN
  4. 4. 4 Since 2002 Madrid Since 2010 Mexico City Since 2000 Barcelona Since 2014 Lima Since 2005 Santiago Since 2012 Medellín Buenos Aires Since 2005 San Francisco Since 2015 Since 2009 Miami Since 2012 Bogotá Boulder Since 2016 USA
  5. 5. Multiplica US
  6. 6. Any Questions OR More optimization@Multiplica.us Any Questions OR More Email us : optimization@Multiplica.us
  7. 7. 7 UX Design Optimization Analytic s USA Email us : optimization@Multiplica.us
  8. 8. 8 USA
  9. 9. We put ourselves in the User’s shoes 9
  10. 10. Any shoes 1 0
  11. 11. Understand the User Journey
  12. 12. It doesn’t matter who you are 1 2
  13. 13. www.multiplica.us 1 3 We believe in a UX experience that Shines!
  14. 14. Acquisition Connection Meaning See Use Love We map the user journey 1 4
  15. 15. 15 We get our hands dirty and start executing ..
  16. 16. 1 6 Growth Rate Optimization (GRO) Is our methodology for the continuous optimization & testing of ALL of your digital marketing efforts measured by how we generate growth for your business. Our Team of GRO experts Will fully understand your business & digital ecosystem, in turn tailoring your requirements & needs to our offering Optimize growth.
  17. 17. 17 Growth Rate Experts
  18. 18. 1 USA
  19. 19. 2 PROCESSES 1. Strategy Process •How do we know what to test? 1. Sprint Process •How do we bring an idea/hypothesis to life?
  20. 20. GOALS DATA & USERS TOOL STRATEGY STRATEGY PROCESS Discovery Process
  21. 21. The Discovery We will work together to understand the challenges, identify opportunities & gather strategic insights. ☺ ︎ Who are your users What they love What they don’t How are they interacting Product perception Barriers Scenarios Context Behavior Competition USER RESEARCH & USER TESTING ANALYTICS USABILITY ANALYSIS Attitudes Problems Devices KPI’s Stakeholder interviews
  22. 22. 22 Listen to Business Needs:GOALS REVENUE INCREASE CONVERSION 01 02 03 04 MOBILE vs. DESKTOP TRAFFIC BOUNCE RATE ENGAGEMENT
  23. 23. 23 REVENUE DATA & USERS Analytics Deep Dive Understanding your data & Where there is a drop off or “Leaky Pipes”
  24. 24. 24 DATA & USERS User Journey (User Testing) Understanding how the current user flow and journey from an informative perspective to a conversion stage.
  25. 25. 25 TOOL SELECTION Finding the best testing tool for the brand.TOOL
  26. 26. 26 STRATEGY Data and User Centric Approach to informative ideas and hypothesisSTRATEGY
  27. 27. IDEAS SELECTION WIREFRAME / DESIGN DEVELOP & QA LAUNCH MONITOR REPORT SPRINT PROCESS The Agile Process
  28. 28. 28 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Ideatio n Present Ideas 2 days to Approve Wirefra me Send to Client 2 days to Approve Desig n Send to Client 2 days to Approve Developme nt Send to Client + QA 2 days to Approve Launch & Monitor Ideation for next Sprint Present Ideas 2 days to Approve NOTE: Approval Times are very important to achieve success Sprint Timeline
  29. 29. Experiment EXAMPLE Itinerary Checklist On the cruise planner homepage, users are greeted with different shore excursions but cannot visually see how best they will fit in their trip. By adding an itinerary this will users to organize their trip and easily identify where they are able to fit in the different shore excursions. Description: Metrics to Track: Conversion Preview URL: - https://marketer.monetate.net/control/previe w/623/UHK07P5YR6IGWIWMD6D1RABID C04D9QB/shorex-26-itinerary- mapchecklist-on-cruise-planner IDEAS
  30. 30. Control Experiment ORIGINAL VERSUS PROPOSED - Itinerary Checklist IDEAS
  31. 31. IDEA NAME SITE MICRO CONVERSION MAIN METRIC Idea A Broadway Category Page Improved Redesign AV Clicks on CTA RPS Idea B Broadway Show PDP Improved Redesign Phase 1 AV Clicks on CTA Conversion Idea C Broadway Show PDP Improved Redesign Phase2 AV Clicks on Time Conversion Idea D Cold Weather to Sunny Vacation AV Visits to PDP Conversion Idea E Main Navigation Featured logos AV Visits to PDP RPS Idea F Reminder of Items left in Cart AV Visits to Shopping Cart RPS Note: All Ideas are Data & User Driven SUMMARY EXAMPLESELECTION
  32. 32. 32 UX IMPROVEMENTSWIREFRAME / DESIGN
  33. 33. 33 DESIGN Adding color to our Wireframes WIREFRAME / DESIGN
  34. 34. 34 DEVELOPMENT & QA Code the experiment and quality assure that code is working correctly DEVELOP & QA
  35. 35. 35 LAUNCH & MONITOR Launch experience through testing tool and monitor all is working correctly LAUNCH MONITOR
  36. 36. 36 REPORT How well did our experience do? Did we meet the business goals? REPORT 10.4% 9% Experiment Control Test launched: Feb 2, 2015 (21 days running) Reporting period: Feb 2- Feb 23, 2015 50% Experiment: 35,676 Control: 32,079 2,678 orders Itinerary Checklist Revenue Per Session Average Order Value $88.78 $76.21 Experiment Control $857.03 $846.4 8 Experiment Control 3,885 orders CONCLUSION: WINNER, IMPLEMENT ON SITE! Conversi on +16.5 % +15% Incremental Revenue during Testing Period $108,226 +1.25 %
  37. 37. REPORT REPORT - Third Party Integration The data never lies!
  38. 38. Any Questions OR More optimization@Multiplica.us Any Questions OR More Email us : optimization@Multiplica.us
  39. 39. www.multiplica.us THANK YOU! 3 9
  40. 40. Digital Experiences that help companies grow

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