Outperform Webinar Series: How to Capture Your Customers at the Top of the Funnel
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How to Capture Your Customers at the Top of the Funnel Website metrics, like purchases and form submissions, are top of mind for marketers—but how can you impact those key metrics if users leave as soon as they land on your website? Join Optimizely’s lead strategy consultant, Alek Toumert, to learn how to engage visitors the moment they arrive at your site through experimentation.
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Outperform Webinar Series: How to Capture Your Customers at the Top of the Funnel
- 1. 1 How to Capture Your Customers at the Top of the Funnel
- 2. 2 Housekeeping ● Customize the widgets on your page to your preference ● This webinar is recorded and you will receive the link with the slides in the next few days ● We will have time for questions! Please submit them in the Q&A box on the left side of the screen ● A short survey will pop up once the webinar has ended—We’d love to receive your feedback.
- 3. Alek contributes to Optimizely’s strategic practices on A/B testing and personalization. Since joining Optimizely, Alek has worked with the largest experimentation organizations to improve their program practices, up-level their methodologies, and build cultures of experimentation. Program Maturity and Scaling Led transitions from a centralized model to a federated, Center of Excellence model. Improved team testing velocity by 10x in six months. Opticon Education Day Leader Led courses at both 2017, 2018, and 2019 Opticon on Full Stack Testing and Scaling Experimentation. Selected experience Alek Toumert Lead Strategy Consultant Education & Certification Miami University Bachelor of Arts, Business Legal Studies Areas of expertise & industry Lead Strategy Consultant, Optimizely Advise enterprise customers on best experimentation practices and scaling their program. Adjunct Professor, Digital Optimization, SFSU Leads course on best practices and industry trends in digital optimization in college of extended learning. Digital Analytics & Optimization Manager, American Medical Association Developed and led digital analytics and optimization program implementation and practices. Experimentation Methodology Instills experimentation best practices with teams to ensure strong hypothesis creation and analysis.
- 4. 4 Today we’ll cover how to: • identify which metrics to influence • use your data to define top of the funnel problems • structure strong hypotheses • create successful top-of-the-funnel strategies
- 5. 5 What do we mean when we say “top of the funnel”?
- 6. 6 Landing page - a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. Entry page - is the point where users arrive on your website – it is the first page someone views on your site.
- 7. 7 Audiences Areas Metrics Goal Levers Experiments What are our KPIs / business initiatives? How do we identify customer problems for those? Where and what is the problem? Who does it impact? What solutions could exist? Which is the best solution?
- 9. 9 Audiences Areas Metrics Goal Levers Experiments What solutions could exist? Which is the best solution? What are our KPIs / business initiatives? How do we identify customer problems for those? Where and what is the problem? Who does it impact?
- 11. 11
- 12. 12 Time Spent Listening for Music
- 13. 13 Time Spent Listening to Music Bring users back more often Increase time spent per visit Output Metric Input Metrics New Artist Notification Recommend ations Create Playlists Discover Weekly Views Input Metrics
- 15. 15 We care about: ● Lead submissions ● Bounce rate What we focus on: ● Lead submissions ● Bounce rate
- 16. 16 We care about: ● Lead submissions ● Qualified leads What we focus on: ● Bounce rate ● CTA clicks to forms ● Pageviews / visit
- 17. 17 Scroll Depth PDP Views Image Interactions Filter Selections Which correlates to the page output metric? To final conversion?
- 18. 18 What metrics should we focus on to improve our initial engagement? ● Bounce rate ● CTA clicks ● Scroll depth ● Avg. time on page ● Pageviews / visit ● Interaction clicks ● Mouse over hover ● All by new / return visitors
- 19. 19 Identifying Opportunities & Customer Problems
- 20. 20 Audiences Areas Metrics Goal Solution Possibilities Experiments What solutions could exist? Which is the best solution? What are our KPIs / business initiatives? How do we identify customer problems for those? Where and what is the problem? Who does it impact?
- 21. 21 If I had only one hour to save the world, I would spend fifty-five minutes defining the problem, and only five minutes finding the solution.
- 22. 22 What qualifies a good customer problem? If you mention your product, service, or solution in the customer problem statement, then it’s probably not a customer problem. Customers on their phone want to be able to talk to a service rep right away. All mobile banking customers want the ability to provide information on their issue upon first-page visit. We see a 80% bounce rate for landing pages where the ‘Contact’ link is not visible in the navigation.
- 23. 23 Quantitative Qualitative Voice of Customer User Groups / Studies Analytics / Heatmap Experimentation Known Unknown
- 24. 24
- 25. 25 Isolate Pain Points ● What is distracting users from the primary action(s) we want them to take? ○ Do we want primary focus to be on our promotional banners (not clickable)? ● Is attention correctly distributed to the points that would help user take that action? ○ Does time spent looking at promotional banners first correlate to adding to cart? ● What is our user’s expectation from us at this point? ○ Are we providing a seamless experience from where the user arrived into our site?
- 26. 26 What are our top entry channels? What are our top exit pages?
- 27. 27 Which of these actions correlates to conversion? Clicking on our navigation Clicking on the category links Interacting or hovering over promotional message Clicking on the image tiles Scroll depth to certain content blocks
- 28. 2828 Always consider “who” when defining problems.
- 29. 29 Category Affinity Product Affinity Offer Affinity Signed-In Abandoned Cart Device Browser Referral Source Time of Day New/Return KnownContextual Behavioral What do we already know?What is unique about them? What is their intent? NEW VISITORS RETURNING VISITORS KNOWN VISITORS Location Gender Purchase Frequency Past Purchases / Stores Payment Type
- 30. 30 Bounce rate has increased by 5% over the last six months. Is this driven by a segment? ● Return visitors? ● Mobile visitors? ● Ad campaign visitors? ● Past purchasers?
- 31. 31 Creating Solutions & Hypotheses
- 32. 32 Audiences Areas Metrics Goal Levers Experiments What solutions could exist? Which is the best solution? What are our KPIs / business initiatives? How do we identify customer problems for those? Where and what is the problem? Who does it impact?
- 34. 34 Metric Strategies Tactics Bounce Rate Wording / messaging Location / size Design / color / iconography Establish a visual hierarchy Remove non- critical content Limit number of choices Select/target the right USP’s Refine the messaging Communicate visually Recommendations Similar products Purchased with Goes Well Together Market Products Effectively Test ideal visuals (video, animation, text) Use the right review systems Find ideal description text / length Build a Sense of Urgency Show quantity left Push temporary offers Promote buying before set times Emphasize the Primary Call to Action Minimize Distractions Communicate Unique Selling Points
- 36. 36 Problem (w/ goal) Solution (w/ rationale) Measurable Hypothesis If we create a jump link from the promotional banner to the products, then we will improve our 5% increase in bounce rate, because it will make clear the steps needed to be able to view products. “If (solution) solves (problem), then (goal) because (rationale).”
- 37. 37 Top of the Funnel Strategies
- 38. 38 Strategy 1: Symmetric Messaging
- 40. 40 Your ad campaign and email campaign organization is an easy starter
- 41. 41 Strategy 2: Reinforce Trust
- 42. 42 ● Social-validation, “you're not alone in your financial situation” ● Build as sense of urgency; people are being approved right now ● Lots of money borrowed, we are definitely trusted ● Additional social-proof and credibility
- 43. 43 Strategy 3: Serve Multiple Journeys
- 44. 44
- 45. 45 Strategy 4: Learn Your Best Value Prop
- 46. 46 Unique Optimizely content Self-selection persona tailoring Championing market reach Customer case studies Which of these encourages further discovery? MVT!
- 47. 47 Strategy 5: Landing Page vs. Entry Page
- 48. 48 Dedicated Landing Page Top-Level Entry Page
- 49. 49 What should I focus on?
- 50. 50 What metrics should we focus on to improve our initial engagement? ● Bounce rate ● CTA clicks ● Scroll depth ● Avg. time on page ● Pageviews / visit ● Interaction clicks ● Mouse over hover ● All by new / return visitors
- 51. 51 Focus on... ● Metrics first! Identify what metrics are important to influence on your primary landing pages. ○ Understand how page specific metrics contribute to down-the-funnel conversion. ● The problem statement is most important part of your hypothesis. Use multiple data sources (two plus if you can!) to create a strong problem statements for the team to ideate on. ● Fill your backlog with all possible solutions! You never know what will work. ○ There should be opportunity for multivariate testing when focusing on a problem initially. ● Think deeply about what your user’s initial expectations of you are - what did you tell them externally that made them want to learn more from you?
- 52. 52 Try out the Visual Editor! See how easy it is to test different element variations on a web page - no coding needed. Visit demo.optimizely.com/web to try it out for yourself.
- 53. 53 How to Capture Your Customers at the Top of the Funnel
Notas del editor
- Before we get started there are a few of housekeeping items I’d like to run through. First, you’re able to customize the widgets on your page so please feel free to make them bigger or smaller according to your preference We’ll be sharing link to the recording and slides in the next couple of day so you can access it in future Also, there will be time for questions at the end. So please submit them in the Q&A box at the top left corner of the screen. Lastly, a short survey will pop up at the end of the webinar, and we would love your feedback
- ALEK
- All together now...
- All together now...
- On Optimizely’s own marketing site, we’ve found tremendous success in applying this strategy. In this example, if a user searches for “split testing” in Google and lands on our landing page, the copy on the page is dynamically updated to say “split testing”, whereas they would have seen copy related to “a/b testing” or “multivariate testing” if they had instead searched for those terms on Google. By mirroring the language that the user uses to find us, we’ve been able to improve conversion rates on our landing pages by as much as 40% and we’ve also improve our Quality Score in Google ads, so we pay less for clicks on our ads because we’ve improve the experience of our landing page. Symmetric messaging is a powerful use case for personalization that helps you get the most out of your ad dollars and is a no-brainer if you are running paid ads.
- Optimizely’s Visual Editor makes it easy to launch experiments and test web page improvement ideas. You can try out the visual editor for yourself by visiting demo.optimizely.com/web. You’ll receive a link via email to try the demo out after the webinar.