day 2: integrating conversion optimization into your marketing strategy
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TRANSCRIPT
All Together Now: Integrating Conversion Optimization into Your
Marketing Strategy
Todd Barrs, Webroot Software Brian Jones, Dealer.com
1"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Conversion Integration
Todd Barrs Sr. Manager, Website Optimization October 20, 2011
Making The Case For Continuous Improvement Through Agile Techniques
2"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
A"Case"Study"In"Progress"
3"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Conversion Optimization Cannot Operate in Isolation
4"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Effects of Isolation
Then Redirected to: Webroot.com/android-phone.html
User Shown: http://R.Beetagg.com/?488UZ1
5"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Summary:
1. Align performance metrics (CR) across the entire organization.
2. Get to know your internal customers (get buy-in).
3. Clearly define & agree on testing metrics.
4. Start small, and optimize to impact revenue.
Conversion Conference San Francisco 2011
6"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Revolutionizing The Security Industry
• 6MB"ThinKClient"• Super"Fast"Scan"Times"• CloudKbased"Security"
7"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Website Redesign
Old" New"
8"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
"What"visitors"want"to"know."
"What"we"want"visitors"to"know."
"What"we"want"visitors"to"do."
"What"visitors"want"to"do."
"
Setting Page Goals & Priorities
9"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Redesign Analysis
10"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Marketing Campaigns & Awards
11"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Effects of Integration
• User Presented: Webroot.com/SAantivirus-Demo • Tracking done by web analytics • Continuous user experience
12"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
New Website Performance
Website"Conversion"Rate"
13"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
What Happened?
14"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Redesign Improvement (Theory)
15"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Redesign Risks
• “Best Guess”
• Loss of visitor feedback loop
• There is a HUGE opportunity cost (lack of testing)
• If you must redesign:
– Keep the redesign process as simple & short as possible
– Redesign ready for testing on day one
16"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Continuous “Conversion” Improvement
17"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Often The Same Destination
Redesign Effort
Continuous Improvement
A
B
18"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Agile Improvement (Optimization)
• Based on agile management & software dev concepts
• Websites are software
• Websites are fluid and always changing
(Visitors, markets, seasonality, technology)
• There is no “optimal” state
• Maximize the frequency of pivots (changes/testing)
• Ideas, select, execute, analyze, iterate
19"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Lessons Learned & Next Steps
• Began testing immediately
• Paralleling with vastly different version (agile redesign)
• Organizational change (Demand Generation)
– Reporting structure
– Physical seating structure
• Reducing/eliminating requirements documentation
• Wire-mock vs. wireframe, then mockup (1 revision)
• Adapting site structure for self service
20"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Summary
• Redesigns are risky
– Best guess (lose feedback loop)
– Opportunity cost
– Keep redesign short and simple
• Websites: The only constant is change
• Continuous & Agile “Conversion” Improvement
– Increase your ability pivot often
– Feedback from your visitors: Test, Implement, Repeat
21"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Todd W. Barrs Sr. Manager, Website Optimization
www.Webroot.com
"/Webroot" @Webroot"
Contact Information
22"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Todd W. Barrs Co-Founder
"/VisitorCentric"
@VisitorCentric"
Additional Resources
VisitorCentric.com
VisitorCentric.com/Tools
VisitorCentric.com/Forums
3000+ Syndicated Articles
250+ Tools, Books & Services
Case Studies, White Papers, Discussion
Groups"“Visitor"Centric”"
23"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"
Additional Resources
Why Search Marketing Silos Are Conversion Killers
Brian Massey & Chris Robino
QR Code Conversion Optimization Todd Barrs
ff
All Together Now: Integrating Conversion Optimization into Your Marketing Strategy
Preface
• Every situation and company is unique • There is no black & white in CRO terms • I can speak of my past experiences
• Recently joined Dealer.com as Senior Manager, Search Operations.
• Dealer.com is a technology and marketing company in the Automotive Industry based in Burlington, VT.
• My role is to contribute as a thought leader and advise a cross functional team on strategies to enhance services, products, and tools.
• Over 12 years experience in digital marketing in a variety
of industries and capacities.
Quick Agenda
• What is CRO? • CRO Evolution & My Experiences • Overcoming Cross Department Objections • Resources • Q & A
Building Enterprise Level Testing Programs
What is CRO? • Critical Question: What is conversion optimization? • Is it testing page components such as headlines, offers,
buttons, and colors? • Is it what technology is better? • �25 A/B Test Case Studies� Session Yesterday
– Test specifics – What If’s – Scenarios
• DO NOT copy your competitors tests
What is CRO? • Understanding the difference between testing and
creating an optimal user experiences that delivers relevancy
• �The Human Connection� Session Yesterday – Stressed upon User Experience – The people/knowledge before the technology – Understanding each and every situation is unique
• Most organizations go through an evolution learning how to crawl, then walk, and finally run.
Re-Evaluating the Conversion Process
User Experience
Header
Offer
Copy
CTA
Design
Post Click Strategy
User Experience
User Experience
User Experience
User Experience
Are You Truly Segmenting all Your Traffic and Visitors?
- Marketing Channel - Device - Persona - Searcher Intent
�Crawling� Phase Tactics Include: - Quick actions & small scale tests showing �micro success� - Free tools and resources requiring no long term strategy - Non-Committal: Requiring no �formal� approvals or business
justifications
My Example - CEO wanted to remove �free� offer on PPC landing page - Ran 30 day A/B split test using GWO and built 1 yr, 2 yr, & 3 yr. revenue
model - Result: After seeing test results, CEO did not want to remove �free�
offer
Challenge decisions made with lack of data or
complete understanding
�Walking� Phase Tactics Include: - Project Based: Time line based - Financial/Results Oriented Goal: Scenario based revenue models
creating definable ROI - Limited Exposure: Subset of traffic, set cost, guarantee My Example: - Built a comprehensive ROI model based on �reasonable� lift - Plan included a lift guarantee or money back therefore creating low risk - Result: Double digit lift in lead conversions resulting in millions
What�s Right For You? Vendor Feature 1 Feature 2 Feature 3 Feature 4 Feature 5 Name 1 x x x
Name 2 x x x
Name 3 x x x
Name 4 x x x
Name 5 x x x
Name 6 x x x
Name 7 x x x x
Name 8 x x x
Name 9 x x x
Name 10 x x x
! Technology*vs.*Professional*Services*
! Implementa8on*Timeline*
! Implementa8on*Technology*
! Guarantee*
! Past*Success*
! Total*Cost*of*Ownership*
! Years*in*Business*
! Tes8ng*Methods*
�Running� Phase - Long Term Commitment - Dedicated Resources - Sophisticated Toolset and Analytics
My Example: - Building upon past smaller successes - Demonstrated the advantages of a long term comprehensive conversion
program vs. testing . - Built internal cross department support with web development & designers - Invested in best of breed resources including toolset, analytics, and people - ****Overhauling Strategy vs. Testing Elements of a Page****
Cross Department Support • As we moved through the phases resistance built • Key is Common Sense. Most Individuals Want to Feel
Involved and Valued • Objections Include:
1. You are outsourcing thus eliminating my job 2. You are doing this because you do not believe we are capable 3. We have unique IT systems and 3rd party tools will not work 4. In the past we decided this would not work 5. There are other more important projects
Objection No. 1 • Objection: You are outsourcing thus eliminating our jobs • Response: What�s In It For Them?
You will learn a new skill set that will make you more valuable to this company as a �conversion rate expert� and more marketable in general
Objection No. 2 • Objection: You are doing this because you do not
believe we are capable • Response: What�s In It For Them?
You can focus on other equally or more important projects that fit your skill set more accurately.
Objection No. 3 • Objection: We have unique IT systems and 3rd party
tools will not work • Response: Involvement & Participation
I would like you to be involved and discuss these specific issues as you are much more qualified than me.
Objection No. 4 • Objection: In the past we decided this would not work • Response: Involvement & Participation
Let me show you my research and get you involved and let me know your thoughts.
Objection No. 5 • Objection: There are other more important projects • Response: What�s In It For Them?
Goal is to increase effectiveness and ROI across the board for all of our projects.
Key Take Aways 1. Don�t Confuse Testing & Conversion Optimization 2. It�s Not About the Technology 3. Conversion Optimization affects the entire organization 4. Think of all Parties Involved & Create Value 5. DO NOT copy your competitors
Resources Great Reads… - Honest Seduction: Using Post-Click Marketing to Turn
Landing Pages into Game Changers
- Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
- Ultimate Guide to Pay-Per-Click Marketing
Questions
Twitter @BrianAllenJones LinkedIn:linkedin.com/in/brianallenjones Email: [email protected]