PowerPoint Presentation

ALWAYS BE TESTINGAARON MAGNESS@macknuttie

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OUR MOTTO AN EVIL MULTINATIONALCORPORATION HAS TOSTART SOMEWHERE.FOR NOW: PANTS!

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FASHION FW:

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99% FICTION 1% FASHION

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TRAFFICPriority (nothing else matters if we dont have traffic)TESTINGHave an always be testing approachEMAILEmail addresses are the currency of the ecommerce world (2nd to revenue). Money later (the 98%).RETENTIONGetting the 2% to come back

4 Areas of Focus

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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

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X

THE CUSTOMER JOURNEY

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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

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The Happy Path

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Were a brand built by the internet WoM is the currencyDecision to invest in our newsletter effortsEnjoy ~ 30% open rates10

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TESTING

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Im a smart marketer. Why test?

You dont know the right answer, let your audiences guide you.Your customers dont 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.

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Takes a lot of tests to improve our Happy Path rateX

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Convincing the 2% to take the Happy Path again

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It takes a lot of tests to improve our Happy Path rate

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THE BEARD TEST

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CROTCH COMMERCE

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1730% more clicks20% more purchases

Which of these variation performed better?VS.

500% Lift in Click-thru!240% Lift in Revenue!

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Which of these variation performed better?

vs

80% better than dresses

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Which of these variation performed better?

vs

18% Lift in click-thru rate

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Other testing successes- 1:1 Recommended Products

For Victoria

For Tara

For LanaNo 2 customers see the same product assortment

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Which of these variation performed better?

VS.

VS.

VS.

VS.

31% Lift vs. 1st Test Winner!

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Not all traffic drivers are created equal.

+3% Lift

+18% Lift!!!

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Test ALL platforms!

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Other testing successes- 1:1 Recommended Products

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We are converting more email addresses into buyers!

Today, 1-in-5 people who give us their email go onto buy!

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Conversion rates are climbing

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Thanks for listening!

Friends & Family Discount: launchscale

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