Customer Intimacy Analytics : Leveraging Operational Data ...
Leveraging Analytics To Improve Your Marketing Efforts:
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Transcript of Leveraging Analytics To Improve Your Marketing Efforts:
Agenda
• Introduction• Optimization Methodology• Why Test?• Testing Process• Case Study: Shopping Cart Optimization• Ideas & Inspiration: PPC Ads, Product Pages,
Home Page, Email Subject Line, Call to Action Button
• Website Testing Best-Practices
Introduction
• About BusinessOnLine:The key to giving your customers a better web experience? It starts by understanding how they experience the web.
This is what we focus on at BusinessOnline. Creating stronger connections between the online elements and your customers, so everything works better together, and you get the results you want.
We’re the interactive company that makes sure everything is interacting the way it should.
• Services:• Search Engine Optimization
(PPC, SEO, International SEO)
• User-Experience
• Social Media
• Web Design & Development
• Analytics
Persuasion Funnel
• Nonlinear and multichannel nature of customer’s actual experience – and all the touchpoints
Home page
Department
Category
Product
Cart
Conversion Funnel Persuasion “Funnel”
Department
Why Test?
It’s not about “What,” but “Why”
“We can't solve problems by using the same kind of thinking we used when we created them.”
- Albert Einstein
How Do You Decide On Site Design
“We should remove all those bullets and table and just leave the flash movie.”
“We should add these 10 bullets and this 2x2 matrix to the page”
A/B testing vs. Multivariate
• Requires less traffic
• Tests fewer variations
• Apples and oranges tests
• Dependent elements okay
• Easy to visualize test
• No risk of bad combinations
• Requires more traffic
• Can test more combinations
• Variations of fixed elements
• Need independent elements
• Harder to visualize tests
• Risks of bad combinations
How Do You Test?
$
$Winner
Improve Conversion
Control
(Version A)
Treatment
(Version B)
50/50
Randomized
Split
Randomly select users to be in test, compare the outcomes for each alternative, and act.
Google Website Optimizer
Benefits• Free Experimentation Tool
• Easy to use
• Does not impact SEO
• Backed by Google
• Increases in conversion >25% not uncommon
• Discussions groups, tutorials, consultant network
Features• A/B split testing
• Multivariate testing
• Follow up testing
• Works with all traffic
• Statistical analysis
• Platform independent
It’s a Process
Test Identification and prioritization
Experimental test design, wire framing and
analytics planning
Execute and launch
Experiment - BackgroundBackground: An E-commerce was experiencing a high shopping
cart abandonment rate on a regular basis.
Goal: To increase total number of submitted orders and reduce user frustration throughout the checkout process.
Primary Business Question: Which checkout path will have the highest conversion rate?
Approach: Conduct A/B split testing with reduced amount of steps in the sales funnel process.
Test Design
Landing PageCheckout Path
For this test, we have chosen to affect the funnel checkout process while the landing page itself remained unchanged
Landing page (B)
Control Checkout Path(A)
Control Checkout Path(B)
Traffic
Landing page (A)
Alternate Checkout Process
Checkout Landing Page
Billing, Shipping, Payment Information
Order Review Confirmation
We made the following changes to the original test: • Reduced the number of pages prior to the order confirm page• Eliminated the number of unnecessary fields the user had to fill out to complete the checkout funnel
Experiment Results
Conversion Rate % Lift
Control 3%
Treatement 3.30% 10%
By Reducing the number of pages prior to the order confirm page and by eliminating the number of unnecessary fields the user had to fill out to complete the checkout funnel, we were able to increase conversion by 10%
Treatment
Examples- PPC Ads
The Second ad is weakly communicating the value of their offers. They use vague language to describe their services and unsupported qualitative statements.
The first ad does a better job of using specific details and quantitative statement that more clearly communicate the value of their offers.
Example A
Example B
Examples – Product Page
The visitor’s eye path is being directed to the image which doesn’t add any value
Bonus Offer and extensive navigation are competing for attention
The product options are not clearly available for selection
No Help options are available
Examples – Product Page
The visitor’s eye path is being directed by the images and the layout of the pages
No additional ads and navigation are competing for attention
The product options are clearly available
Help options are available
Example – Home Page
www.adorama.com
• 146 clickable items on this page
• Price range : $24.95 to $799.95
• Bright graphical banner ads across the top and right side of the page
• Rotating banner ads
Homepage Awareness
www.bhphotovideo.com
• Helps users to find something easily
• Emphasizes category as opposed to individual products
• Define a process and establish a testing team
• Start from the bottom of the funnel
• Lay out a clear testing strategy and calendar
Test Identification and prioritization
Experimental test design, wire framing and
analytics planning
Execute and launch
• Define “Success” and “Failure”
• Don’t rush – wait for statistical significance
Test Identification and prioritization
Experimental test design, wire framing and
analytics planning
Execute and launch
• Conduct head-to-head test
• Utilize audience segmentation
• Repeat the process frequently
Test Identification and prioritization
Experimental test design, wire framing and
analytics planning
Execute and launch
Thank You!Contact: Zineb Harvey:
Additional BusinessOnLine Resources:
Socialize With Us: http://businessol.com.php5-5.dfw1-1.websitetestlink.com/socialize
View Webinars On-Demand: http://www.businessol.com/resources/webinars-
on-demand