how to optimize your website and online advertising campaigns
DESCRIPTION
In today’s marketing world you shouldn’t spend marketing dollars unless you know that they’re working. This class, taught by Charlie Gasmire of Vendevor, will focus on the importance of online marketing, and the effectiveness and efficiency of an online marketing plan. Learn the right way to track, analyze and utilize data that you’re finding through online marketing mechanisms to rebuild and modify plans today, and learn how to create the most effective and optimized marketing plan available. THE TAKEAWAYS - To obtain an understanding of online marketing programs including search marketing, display advertising, site optimization, mobile marketing, and online analytics. - To provide key principles for understanding online analytics and key measurements. - To identify target customers and use online marketing and campaign tools to acquire, convert and retain those customers. - To analyze and review real split tests completed by the Vendevor team to illustrate the tactics, processes, and best practices when split testing your website. - To introduce the components of an effective site optimization program: A/B and multivariate testing, target audience segmentation and data-based personalization for online customer experiences. Charlie Gasmire, Baylor MBA and CMO of Vendevor.com, has been an entrepreneur since selling lemonade and shining shoes at a very early age. He launched and ran four different internet marketing, consumer goods, and lead generation companies before co-founding Vendevor, a shopping cart and payment processing platform for small businesses, in 2012. In his spare time, Charlie is an avid pilot, musician, and triathlete.TRANSCRIPT
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YOU & MEWe have something in common
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we’re spending money on our business
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why? because we think this will happen
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We measure the impact of employees
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We measure the impact of hardware
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We figure out what’s working
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So…
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?Why are we guessing with online advertising
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Our Goal Today
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That’s High and To the Right
Online Marketing
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WHAT’S THE GOAL?
WHAT’S THE GOAL?
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What action do you want people to take?
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eCommerce Sales
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Free Trial Sign ups
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Subscription
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Lead Generation / Email List
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EverythingGoal determines Everything
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XWhatever you do…
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$Don’t spend money…
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And pray for the best
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Imitate
Innovate
before you
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?HOW
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Research
the competi
tion
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http://Alexa.com Provides analytical insights to benchmark, compare and optimize business on the web
http://Compete.com Comprehensive domain reports and traffic sources for competitors
http://WhatRunsWhere.comBanner ad intelligence software - find out where competitors are running display advertisements
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http://SpyFu.comKeyword intelligence - research your competitors’ targeted keywords and advertisements
http://KeywordSpy.comSEO and PPC keyword research software tool
http://Ahrefs.comBacklink research tool. Discover what sites link to your competitors.
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Look at (and even copy) their website
http://www…
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Imitate
Innovate
before you
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Starte
r
marketi
ng vert
icals
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SEM - Google, Yahoo, Bing
Social - FB, Twitter, LinkedIn
CPA Networks / Affiliates (for another day)
Mobile - AdMob, Millenial Media, Adfonic, Tapjoy
Retargeting - Adroll, Retargeter, Perfect Audience
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What action do you want people to take?
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What action do you want people to take?
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Website that is really, really good at creating
that action
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WEBSITE OPTIMIZATION
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OPTIMIZE FOR WHAT?
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COST PER ACQUISITION
CPA
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CPACPA = CPC / CRCost per acquisition = (cost per click) / Conversion Rate
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ALL ABOUT THE CPA
Homepage
Step 1
Step 2
Money Step
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ALL ABOUT THE CPA
Homepage
Step 1
Step 2
Money Step
$1.00 CPC
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ALL ABOUT THE CPA
Homepage
Step 1
Step 2
Money Step
$1.00 CPC
80% drop off
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ALL ABOUT THE CPA
Homepage
Step 1
Step 2
Money Step
$1.00 CPC
80% drop off
50% drop off
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ALL ABOUT THE CPA
Homepage
Step 1
Step 2
Money Step
$1.00 CPC
80% drop off
50% drop off
80% drop off
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CPACPA = CPC / CRCost per acquisition = (cost per click) / Conversion Rate
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ALL ABOUT THE CPA
Homepage
Step 1
Step 2
Money Step
$1.00 CPC
80% drop off
50% drop off
80% drop off
End to End: 2% CPA: $50.00
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CPA$50.00
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WHO CARES?
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LTVLIFETIME VALUE
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LTV$50.00(for example)
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CPA vs.
LTV
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LTV > CPAIFF:
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Ad
budg
et
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LTV < CPAif:
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praying for “the best”
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disclaimer: initially your CPA > LTV!
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Rule of thumb: Optimize CPA down
30-60% generally !
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LTV = CPAin our example…
$50 $50
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CPAHOW TO LOWER?
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A vs. BA/B TESTING
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CONCEPTPage A
vs
Page B
Pic
Buy Now
Pic
Buy Now
Buy Now
2% Buy Now 3% Buy Now
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CONCEPTWinner from A&B Page C
Pic Buy Now
vs
Pic
Buy Now
Buy Now
3% Buy Now 4% Buy Now
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BEFORE
Homepage
Step 1
Step 2
Money Step
$1.00 CPC
80% drop off
50% drop off
80% drop off
End to End: 2% CPA: $50.00
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AFTER
Homepage
Step 1
Step 2
Money Step
$1.00 CPC
60% drop off
50% drop off
80% drop off
End to End: 4% CPA: $25.00
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CPA$25 VS. $50
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LTV > CPAIFF:
$50 $25
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Ad
budg
et
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SPLIT TESTING TOOLS
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WHAT TO TEST?layout background colors free trial credit card up front headlines benefits call to action text call to action button colors and positions what information you ask for and when major images - people asking for info - now or later pricing
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ExamplesReal-world split tests
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+28% RPVMobile Optimized View With Checkout Call to Action
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+13.9% RPVLarger “Add to Cart” Button
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Where to spend your time
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Heat mapsHeat maps will tell you where people go
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Now you know where to spend your time
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Other things you (could) measure
tynt.com - copy/paste olark.com - live chat intercom.io - send trigger emails clicktale.com - visitor recordings crazyegg.com - heat maps kissmetrics.com - ultimate user metrics buffer.com - tracking social media engagement
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JUST REMEMBER
h"p://youtu.be/r2CbbBLVaPk
The user is drunk
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HELPFUL WEBINARS10 Weirdest A/B Split Tests to Increase Conversion Rate:
http://grow.kissmetrics.com/webinar-44-recording !
How To Build the Right Funnel and Grow Your Business http://grow.kissmetrics.com/webinar-45-recording
!The 7 Principles of Conversion Centered Design http://grow.kissmetrics.com/webinar-47-recording
!Unlock the Value of Usage Data
http://grow.kissmetrics.com/webinar-43-recording
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HELPFUL CASE STUDIES“The User is Drunk Video”: http://youtu.be/r2CbbBLVaPkPrinciples of Persuasion: http://www.influenceatwork.com/wp-content/uploads/2012/02/E_Brand_principles.pdfLanding Page Optimization: http://Crazyegg.com ; http://tynt.com ; http://clicktale.com ; http://google.com/analytics ; http://intercom.io ; http://optimizely.com ; http://kissmetrics.com37 Signals Split Testing Blog 1: https://signalvnoise.com/posts/2977-behind-the-scenes-highrise-marketing-site-ab-testing-part-1 37 Signals Split Testing Blog 2: https://signalvnoise.com/posts/2983-behind-the-scenes-ab-testing-part-2-how-we-test 37 Signals Split Testing Blog 3: http://signalvnoise.com/posts/2991-behind-the-scenes-ab-testing-part-3-final Split Testing Pricing: http://blog.kissmetrics.com/5-psychological-studies/
eCommerce Split Testing: http://blog.optimizely.com/2014/04/28/ab-tests-that-increase-revenue-per-visitor-for-veggietales-by-38/
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Include
in your d
esign
s
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Six Principles of Persuasion: Reciprocity Commitment and Consistency Social Proof Authority Liking Scarcity
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LAUNCH PLAN
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What are you going to split test first? - On your website - In your advertising !
How are you going to measure success? !
How are you going to measure performance? !
When is the next test?
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A/B Testing
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Vendevor is a next generation eCommerce plugin for any existing website, blog, or Facebook Fan page.
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MOBILE APP EXTENSIONSBeautifully DESIGNED
Add products, edit inventory, andmanage your store on the go.
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Free Trial
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ROUND TWO
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39%increase
free trial sign-ups
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ROUND THREE
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81%increase
free trial sign-ups
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REQUIRED FORM
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30%increase
optional:
in form completion
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processand design
split test
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$
PRICING
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$
Original Pricing Basic: $9/month Pro: $29/month Enterprise: $79/month
New Pricing Basic: $9/month Pro: $29/month Enterprise: $79/month Executive: $139/month
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18%increase
Pro plans:
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So…in conclusion
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Measuremeasure everything
using easy to use tools
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Testtest everything
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Readread optimization blogs
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LTV > CPAThis is your goal
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Ad
budg
et
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That’s High and To the Right
Online Marketing
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Charlie Gasmire [email protected] blog.vendevor.com
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Photo Credits
Money Man: http://www.flickr.com/photos/cayusa/2276783536/
Rocket: http://www.flickr.com/photos/stuckincustoms/5896504098
Employee: credit: http://www.flickr.com/photos/ahmedrabea/3252032711/
Apple Computer: http://www.flickr.com/photos/lastquest/1408755246/“Computer Girl: http://www.flickr.com/photos/larskflem/95757299/“
Goal: http://www.flickr.com/photos/corscri/1320198723/“
Business Charts: http://www.flickr.com/photos/safari_vacation/5961260280/Camera Man: http://www.flickr.com/photos/guilherme-pavan/6266943380Gauge: http://www.flickr.com/photos/telstar/5097772126/Welders: http://www.flickr.com/photos/defenceimages/9501747301/
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Scroll map: http://i.stack.imgur.com/vRwqe.pngRed diagonal line: http://www.flickr.com/photos/baboon/452245099Beer: http://www.flickr.com/photos/ramyoga/4810372978/Clock: http://www.flickr.com/photos/beth19/4721798240Praying Man: http://www.flickr.com/photos/stuckincustoms/2380543038/