Post on 15-Apr-2017
Making Every Click CountPam WebberChief Marketing Officer at 99designs
• Yes, we are recording today’s webinar!
• Slides and recording will be sent to all registrants later today
• Save your questions for Q&A with our speaker after the interview—use the GotoWebinar panel
Webinar FAQ
Meet our SpeakerPam Webber, CMO, 99designs• Leader of global marketing team• Responsible for customer acquisition
and increasing lifetime value of customers
• Previous experience: eBay, PayPal, variety of startups, ecommerce company founder
• Passionate about finding “aha moments” to drive strategic direction
Agenda
• Planning and staffing
• The top challenges—and how to overcome them
• Optimizing through testing
About 99designs
• World’s largest online graphic design marketplace
• Founded in 2008
• 125 employees worldwide
• 350,000+ customers
• 2015 revenue near $60 million
• 8 consecutive years of double-digit growth
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99designs helps customers get quality, graphic designLogos, websites & more
Logos
Designs by Vidakovic, Martis Lupus , A&V, J.Chaushev, Khramova, and Bence Balaton
T-shirtsBook covers Product packaging
BeveragesWebsites
Car wraps
Planning for Customer Acquisition
Identify Your Target. Define Your Persona
AngelaAgency
NickNiche
ValSMB
MiaMarketer
EricEnterprise Marketer
TedTech entrepreneur
• Identify• Define• Validate• Test• Scale
Working with Personas
Staffing for Customer Acquisition
What is your strategy?
• Creating demand
• Capturing existing demand
Staffing for yourAcquisition Challenges
The 99designs Marketing Team
Paid
Online Marketing (SEM, Ads)
Affiliates
Conversion Optimization
Designers
Communications
Education
Communications
Corp Comm
PR
Brand/Earned
SEO
Broadcast (Podcasts, Radio)
Campaigns(Social, Content, Promos)
International
Paid
Brand
Communications
Reducing Customer Acquisition Costs
Reducing Acquisition Costs
AnalyticsInvest in analytics.
Reducing Acquisition Costs
“Free”Help your customers find you.
AnalyticsInvest in analytics.
Reducing Acquisition Costs
RetargetingDon’t pay (a lot) twice.
“Free”Help your customers find you.
AnalyticsInvest in analytics.
START THE QUIZ
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Challenges with Customer Acquisition
Top 3 Challenges of Customer Acquisition
• Identifying the “halo effect”
Top 3 Challenges of Customer Acquisition
• Identifying the “halo effect”
• Data volume for confident testing
Top 3 Challenges of Customer Acquisition
• Identifying the “halo effect”
• Data volume for confident testing
• Playing to your risk profile
Top 3 Challenges of Customer Acquisition
• Learn from others
• Develop a ‘test and learn’ culture
• Create a strong partnership with your Analytics team
• Be ‘truth-seeking’ and cautious
Addressing the Challenges
Optimizing Customer Acquisition through Testing
Retargeting A/B TestObserved 20% increase in sales
Control – No Retargeting
Variation – Retargeting
Moving Email Capture Higher in the Checkout Process2.5x captures without impacting conversionsVariation – Collect Email Before Last Checkout PageControl– Email Modal Pop Up Before Payment
Gold Package RecommendationCTA drives 21% increase in average price
Control Variation
Next on 99designs’ Testing Roadmap
• Welcoming more agencies and enterprise customers
• Assessing the impact of rebranding
Optimizing Customer Acquisition
• Educate the team on how to interpret results
• If you can’t collect enough data to get statistical significance, go with your gut
Final Thoughts
Final Thoughts
• Customer acquisition is hard.
• There is a lot of noise.
• Use data when you can, your gut when you can’t
• Be truth-seeking.
Q&A
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