testing: a discussion about sap's 27% lift in incremental sales leads

How SAP produced a 27% lift in incremental sales leadsTesting

Today’s presenters

Daniel BursteinDirector of Editorial Content

MECLABS @DanielBurstein

Shawn BurnsVP, Digital MarketingSAP@shawnpburns

Join the conversation

#SherpaWebinar

Results

27% Increase in incremental sales leads

20% Digital marketing budget savings

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My passion is ensuring digital adds measurable value to sales pipeline and revenue – if not, what's the point?

– Shawn Burns

Content and Offers

Registration and Form Pages

Design and Layout

*Potential Lift is based on the positive benefit seen in actual tests.

6

Up to 780%

Up to 97%

Up to 92%

Overall Category Potential Impacts

About Shawn

Worldwide lead for SAP Digital Marketing, including online demand generation, search media partnerships and our flagship website, SAP.com and its 72 country sites in 40 languages. Shawn is based in Paris.

SAP had a dozen different Web analytic approaches

Seeking a single source of truth

Image Attribution: TheBusyBrain

• 61,344 employees• Headquarters: Walldorf, Germany• Operates in more than 130 countries

About SAP

““

If you make Web analytics everybody’s job, you quickly realize it’s nobody’s job.

– Shawn Burns

What does SAP Test Lab do?SAP Test Lab is an internal team at SAP dedicated to testing the SAP web presence.

Using data from real customers, SAP Test Lab finds what works best to drive more

leads from the traffic you already have, right now. That way, you can optimize your

marketing strategy by uncovering new insights about your visitors and how to serve

them best.

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How can SAP Test Lab help me?

We’ll show you what practices we tested and what our results were, so you’ll have insight intothe best ways to impact your bottom line — fast.

You’ll see four areas that help you understand how and why we tested each idea, and whatthe outcome was: Proposition, Result, Insight, and Impact. We’ll also introduce categoriesand relevancy to show you which areas each insight applies to, so it’s easy to introduce theseprinciples in your online marketing campaigns.

Find out how SAP Test Lab’s knowledge can improve your online marketing efforts anddrive tangible, measurable results, now.

One Marketing-Generated Lead €XX

Platf

orm

Testing Resources

Team

Proc

ess

In-Market TestsControl

Spotlights section on SAP.com

In-Market TestsTreatment

62% more engagement (aggregate results across tests in 7 different countries)

Regional Preferences

433% better engagement in China than in the U.S.

Three Key Steps

1 Determine analytics abilities

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3

Use analytics to test

Create a framework to learn from tests

Thank you

Daniel BursteinDirector of Editorial Content

MECLABS @DanielBurstein

Shawn BurnsVP, Digital MarketingSAP@shawnpburns