Post on 15-May-2015
description
Online Marketing & Campaign Optimization
There are 1000 ways to market your business
- How do you know which are best?
- How do you spend marketing dollars wisely?
- How do you know with certainty what is working and what is not?
- Where do you start?
A little background…
www.vendevor.com | david@vendevor.com | +1 650.922.0193
www.vendevor.com | david@vendevor.com | +1 650.922.0193
Consumer Goods
- $600,000 monthly ad spend
- $3,600,000 monthly revenues
- 27% profit margin
- Ramped in 60 days
www.vendevor.com | david@vendevor.com | +1 650.922.0193
There are 1000 ways to market your business
- How do you know which are best?
- How do you spend marketing dollars wisely?
- How do you know with certainty what is working and what is not?
- Where do you start?
What are some ways you can acquire customers?
www.vendevor.com | david@vendevor.com | +1 650.922.0193
What’s the goal?
- eCommerce straight sale conversions
- Trial Offers
- Subscriptions
- Lead Generation
www.vendevor.com | david@vendevor.com | +1 650.922.0193
What’s action do you want people to take?
Replicate
www.vendevor.com | david@vendevor.com | +1 650.922.0193
And then…
Innovate
www.vendevor.com | david@vendevor.com | +1 650.922.0193
– http://www.alexa.com/
– https://www.quantcast.com/
– https://www.compete.com/
– http://www.whatrunswhere.com/
– http://www.spyfu.com/
– http://www.keywordspy.com/
– https://ahrefs.com/
Competitive Research
1) Build a Customer Profile
2) Select traffic sources
www.vendevor.com | david@vendevor.com | +1 650.922.0193
Homepage
Step 1
Step 2
Thank You
What are the steps?
www.vendevor.com | david@vendevor.com | +1 650.922.0193
Homepage
Step 1
Step 2
Thank You
What are the steps?
CR: 80%
CR: 60%
CR: 30%
http://youtu.be/r2CbbBLVaPk
The user is drunk…
CPACost per Acquisition
www.vendevor.com | david@vendevor.com | +1 650.922.0193
EPC = CR x CPAEarnings Per Click
www.vendevor.com | david@vendevor.com | +1 650.922.0193
Conversion Rate
Cost per Acquisition
Split Testing
www.vendevor.com | david@vendevor.com | +1 650.922.0193
Version 1
Version 2
Version 3
Version 4
Version 5
Version 6
www.vendevor.com | david@vendevor.com | +1 650.922.0193
LP1 LP2 LP3
Step 1
Step 2
Thank You
CR: 68%
CR: 17%
CR: 36%
www.vendevor.com | david@vendevor.com | +1 650.922.0193
What to test?- Above the fold content- Layout- Background colors- Headlines- Benefits- Call to action text- Call to action button colors and positions- What information you ask for and when- Major images – people
Heat map Example: http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1
www.vendevor.com | david@vendevor.com | +1 650.922.0193
- Reciprocity- Commitment and Consistency- Social Proof- Authority- Liking- Scarcity
What to include in your designs…
Okay, how do you know if whatyou are testing works?
www.vendevor.com | david@vendevor.com | +1 650.922.0193
www.vendevor.com | david@vendevor.com | +1 650.922.0193
Landing Page / UX Optimization:– http://www.crazyegg.com– http://www.tynt.com/– http://www.clicktale.com/– http://www.google.com/analytics/– http://www.olark.com/– https://www.intercom.io/– https://www.optimizely.com/
www.vendevor.com | david@vendevor.com | +1 650.922.0193
Put a testing plan in place:
- 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?
Affiliate Ecosystem
www.vendevor.com | david@vendevor.com | +1 650.922.0193
AffiliatesSuper
Affiliates
Affiliate NetworksCPA Networks
Business / Advertiser
www.vendevor.com | david@vendevor.com | +1 650.922.0193
Large Affiliate Networks:
- LinkShare
- Commission Junction (aka CJ)
- ShareASale
- Pepperjam
- Zillabyte (for b2b SAAS)
www.vendevor.com | david@vendevor.com | +1 650.922.0193
CPA Networks:
- Clickbooth
- MundoMedia
- EpicDirect
- Adknowledge
www.vendevor.com | david@vendevor.com | +1 650.922.0193