Beyond the Test: How to Build a Winning 2013 Digital Optimization Plan

Build a Winning 2013 Optimization Plan #measure2013 @ISITE_Design www.isitedesign.com

Beyond The Test

Building a Winning 2013 Optimization Plan

a webinar from ISITE Designwww.isitedesign.com

12.11.2012


#measure2013


• How testing is changing in 2013• 5 key elements of a successful optimization

plan• Real-life test examples• Live pop quizzes

OUR FLIGHT PLANfor the next 45 minutes


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 ALLThe 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 INVESTMENTMarketers spend $92 to acquire traffic and $1 to optimize

Adobe® 2012 Digital Marketing Optimization Survey Results Report


RAISING THE BARMake testing a strategic discipline in 2013



FROM TO

Ad hoc tests Strategic programs



FROM TO


Marketing Experience



FROM TO



Lift Learnings



FROM TO



Lift Learnings

Analytics hero A culture of optimization


FIVE KEY ELEMENTS TO AWINNING OPTIMIZATION PLAN


• 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

WHY TEST?Because your competition is


1. BUILDING A TEAM


• 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

STAFFING A TEAMWho you need


2. DEFINE SUCCESS


Testing & Targeting Personalization

CEM & Voice of CustomerWeb Analytics

Action

QualitativeQuantitative

Measurement

UNDERSTANDING THE ECOSYSTEMFrom Measurement to Action

WebAnalyticsDemystified.com/research


Business Drivers• Revenue• Orders• Leads• Registrations

Engagement• Video Views/Duration• Whitepaper Downloads• Social Shares

QUANTITATIVE KPIS


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

QUALITATIVE KPIS


3. PRIORITIZE BY POTENTIAL


Page Length

Page Header Image

Number of CTAs

Number of Columns

Navigation Logic/ Complexity Navigation Location

Modal Box Design

Location of CTA

Hero Shot

Headline Copy

Form LogicForm Layout

Content of ImagesButton CopyBody Copy

Balance of Text and Graphics

* Impact analysis provided by Marketing Sherpa 2011 Optimization Benchmark Report

EffortIm

pact

PRIORITIZING THE IMPACTAll hypotheses are not created equal


Copy CTA Images Layout Navigation Form0%

10%

20%

30%

40%

50%

60%

36%

41%

30%

50%

17% 18%

Significant Impact by Element

Marketing Sherpa 2011 LPO Benchmark Report

PRIORITIZE TESTABLE ELEMENTS


PRIORITIZING SEGMENTSAll visitors are not created equal


SEGMENTATION IN ACTIONSolarWorld Americas


4. GET THE RIGHT TECHNOLOGY


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

TESTING TOOLSWhat really matters?


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

WEB ANALYTICSFor the record


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

OTHER MARKETING TOOLSTesting doesn’t stop at the website


5. PUTTING THE PROCESSES IN PLACE


KinderCare:VP of MarketingDirector of Digital MarketingAcquisition Manager

ISITE DesignProject ManagerAnalytics & Testing LeadDigital Marketing LeadUser Experience TeamDevelopment Team

KINDERCARE Optimization Program


• 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?

STRUCTURING THE TESTSNo Plan – No Test


Find Friction

Make a Test Plan

Test It!Analyze,

and Verify

Document & Share Insights

Set Goals


Search PPCOrganic search IYP & YP Display Ads Other Email

campaign

routi

ngpa

ges

land

ing

page

sso

urce

sco

nver

sion

pag

es


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.


Daily:• Analysis• Test Design• QAWeekly:• Reporting• Recommendations• Team Meetings• Test DeploymentMonthly:• Test Roadmap• PrioritizationQuarterly:• Strategy• Goal SettingYearly:• Goal Setting

REGULAR ACTIVITIESMake a Routine

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


SEARCHER PERSONASSegmenting & Targeting


Home Page7 tests, 68% lift

PPC Landing Pages21 tests, 200% lift

Search Results11 tests, 57% lift

Center Details Page13 tests, 58% lift

ALWAYS BE TESTING


1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48

2012 15% Goal 25% Goal

29% LIFT IN CONVERSION RATEYEAR OVER YEAR


GETTING READY FOR DAY 2


OUR OPTIMIZATION PROGRAM


#measure2013


Jeff Cram ISITE [email protected]

Ryan SummersAnalytics & Testing Practice [email protected]

More informationwww.isitedesign.com

THANK YOU & QUESTIONS

Blogging on Optimizationwww.getreadyforday2.com

http://www.isitedesign.com/

http://www.isitedesign.com/

Beyond the Test: How to Build a Winning 2013 Digital Optimization Plan

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