Engage EMEA 2010 - Site Optimisation Business Justification
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Transcript of Engage EMEA 2010 - Site Optimisation Business Justification
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Open Exchange
DIGITALMARKETINGMATURITY
MODEL (DM3)
Introduction
Visitor Data Mart
Optimize Your Results
PRODUCTS
PARTNERS
Drive Traffic to Your Site
Manage Your Brand
Understand and EnhanceYour Business
Integrate into YourEcosystem
Optimize
Ads
Social Measurement
Analytics
Segments
Score
Apps
Open APIs
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Introduction
Analytics
Optimize
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Site Optimisation Business Justification
Bob Garcia, Webtrends
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site optimisation can make you…
A MARKETING SUPERHERO!
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what is Site Optimisation?
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Website Optimisation Involves…
Ongoing discipline striving to improve
content relevance in order to maximize
conversions.
Site Optimisation Tactics:
a/b testing multivariate testinganalytics
segmentation targeting personalization
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What Can be Optimised?
Typical areas of focus:1. LEAD GENERATION
2. SELF-SERVICE
3. ECOMMERCE
4. CONTENT
Opportunities:
websites mobile facebook
carts/funnels segments
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defining the OPPORTUNITY
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Current Situation
Only 26% of surveyed marketers
currently use testing on their primary Web sites.
According to:
1October 20, 2009 – Forrester, “The Online Testing Vendor Landscape,” by John Lovett for Customer Intelligence Professionals
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Importance Grows
eMarketer
forecasts:
• Double-digit global
growth.
• $61.8B Global
spend
• AAGR >10% thru 2014.
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Optimisation is a Priority
88% growth
111% growth
Online tactics used vs. planned on public-facing websites for 2010
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examining RETURN ON INVESTMENT
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ONE REASON WHY?
To Get a Bigger…
Why Optimize?
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and the INTANGIBLE value
Improved SEO
Improved
PageRank
Lower Service
Costs
Happier Customers
Increased brand
equity
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CONSIDER THE ASSOCIATEDInvestment & Costs
Technology platform
• ₤4K - ₤ 15K/mo volume & capabilities
dependent
Resources (existing or
incremental)• Strategist/Analyst
• Web developer
• Creative
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Before Af
ter
ROI Calculationsa couple of comparative
(Gain from Investment – Cost of Investment)
Cost of InvestmentROI =
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ROI Example - Lead Generation (B2B)
Current Success Events 21,000Current Tota l Va lue £3,150,000Change in Vis i ts 0Change in Success Events 4,200New Success Event Rate 21.00%New Tota l Va lue £3,780,000
ROI = 289% Breakeven Success Event Rate 18.40%
Avg Monthly Vis i ts 10,000 Change (%) in Vis i ts 0%Avg Success Event Rate 17.50% Change (%) in Success Event Rate 20%Success Event Initial Va lue £150 Monthly Cost of Optimization £13,500Success Event Subsequent Value £0 ROI Analys is Period (months) 12
©2010 Webtrends. All rights reserved.
OPTIMIZATION ROI CALCULATOR
£1,050,000
£180,000
£870,000
Change in Value Investment Net Gain/Loss
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Case Study – eMarketerVertical: Media/Publishing
Objective: Boost Yearly Professional Newsletter Subscription
Results:
Control Page MVT Winner
4
2
3
1. Refocused page to the professional value of the marketing reports2. High efficiency through funnel/form reduction (2 to 1 pages)3. Dramatically decreased abandonment with offer and price testing
53% Increase in
Subscriptions1
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Case Study – MicrosoftVertical: Online Consumer Services
Objective: Increase subscriptions for Microsoft Office Live
Results:
Control Page MVT Winner
47% Increase in
Subscriptions
2
1
3
1. Improved conversions by reducing and tightening copy2. The new icons significantly outperformed the originals 3. Evolved layout provided a clearer call to action
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Unique Insight – Multivariate Testing
Main Content(High)
Bottom Content*(Medium)
Social Media Bar(Insignificant)
*The winner for the Bottom Content factor was “Off (no content)” so no content is shown in its position
Factor Significance
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Identifying RISKS & CHALLENGES
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5 frequent hurdles you’ll need to overcome
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Most Senior / Expensive Opinions Rule HIPPO factor
| hurdle 1
of 5
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Without Strategy & Talent, People Get Lost
| hurdle 2
of 5
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Ready, Fire, Aim! Approach with Optimisation
| hurdle 3
of 5
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| hurdle 4
of 5
Not Using Data to Get You There
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Inertia “We’ve Always Done Things That Way!”
| hurdle 5
of 5
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Business Benefits
10% reduction in support calls!18% boost in leads!
33% lift in conversions
17% increase in conversions!
Incremental £500k!
Customer Satisfaction
Relevance Revenue
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Bob Garcia(e) [email protected](t) @bob_garcia
Hugh Kimber(e) [email protected](o) +44 (0) 1784 415720