Conversion Thursday (London) Multichannel online optimisation and personalisation
Online Sales Optimisation
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Transcript of Online Sales Optimisation
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Online Sales and Site Optimisation
Keith Feighery: Digital Strategist
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Design, Info Architecture & Calls to Action
Case Studies
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Design with Clear Intent
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Clear Layout
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Obvious Benefits
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Appropriate Channel Design
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Decluttered Logical Flow
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Demonstrate clear Call to Action
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Clear and Intuitive Messages
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Intuitive Info Flows
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eCommerce Case Study
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Case Study: Wiltshire Farm Foods
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Key Take-Aways
• Remove Clutter – focus on key goals all the time – Remove any obstacles
• Provide lots of visual feedback – Users know that actions have been successful
• Adhere to affordance rules – make them obvious– Big Buttons, Clear Large Links
• Anticipate and Answer questions upfront – Embed as part of user experience
• Knit USPs in copy and images of site– Emphasise all your differentiators
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Website Optimisation
• Dynamically Testi key elements of site– Test Copy, Calls to Action, Images, Placement– The $300,000,000 Button
• Both Split (A/B) and Multi-Variate Test– Google Website Optimiser or Proprietary tools
• Define and set up conversion points– Need to track and measure user actions
• Clear calls to action significantly augment optimisation goals– Don’t force user to think – TELL THEM WHAT TO DO
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Test Process
• Never stop testing and tracking user actions on website• A/B Split Testing
– Define specific site goals (sale, sign-up etc..)– Test two specific pages (typically high volume landing pages)– Commercial tools (Vertster) or Google Optimiser – Monitor which test is performing better– Use Variable rate or throttle testing to vary the percentage of traffic
that gets routed to the various pages• Multi-Variate testing
– Enables variable testing of elements within single pages– Different copy text, form layouts and even landing page images and
background colours together– Track combinations that achieve predetermined goals
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Web 2.0 Examples
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International Examples Web 2.0
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Irish Web2.0 Examples
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Look at Irish Enterprise Examples
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Irish Software Examples
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Sales Funnel Specifics
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Managing the Sales Funnel
• Methods of acquisition– PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer
based, etc.
• Once there – what’s important?– Prove you can Add Value
• Qualify Leads with intent – You want users who are amenable to your message – Its ok for
users to self-select opt out
• Monetise towards latter end of the Funnel– After user sees value and expresses intent– Push low-cost options in the middle of funnel– High cost ones at the end of your funnel
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Customer Lifecycle
• Understand the customer lifecycle – The various stages of a customer over a timer period– Create indicators to track their intent– As they begin to move lag – make sure you target them
• Identify high repeat behaviour – Identify a common characteristic – and track this
• e.g. have visited more than 3 time and purchase
• Track rising and falling repeat rates– Have early warning systems in place
• Track repeat rate by media source – Search Engine, PPC, Banner Ad etc..
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Customer Lifetime Value
• Segment customers into acquisition channels• Identify the potential lifetime value per channel• Identify length of customer lifecycle per channel
– Low cost channels could have shortest lifecycle• Compare the relative potential value
– Consider: length of lifecycle, potential revenue per Customer
• Allocate money towards higher potential value customers • By corollary - away from lower potential value
customers
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Understanding “Recency”
• Tracking Recency – Time since a customer last engaged in a behaviour
• Recency is # 1 most powerful predictor of future behavior – Can predict likelihood of purchases, visits, game plays, or
“other action-oriented” behaviour• The more Recent a customer is, the higher their potential value is• Segment Repeat segment into past and present (30 days)
– Apply a recency filter for real-time view• Longer a customer has stopped engaging the less likely they are
to repeat• Take adjustive measures to increase in quality recency repeat
customers
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Dave McClure’s AARRR for Start Ups
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Start-Up Metrics
• Acquisition: – users come to site from various channels
• Activation: – users enjoy 1st visit: "happy” experience
• Retention: – users come back, visit site multiple times
• Referral: – users like product enough to refer others
• Revenue: – users conduct some monetization behavior
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Start-up Marketing Plan
Marketing Plan = Target Customer Acquisition Channels• 3 Important Factors = Volume (#), Cost ($), Conversion (%)• Measure conversion to target customer actions• Test audience segments, campaign themes, Call-To-Action (CTAs)
[Gradually] Match Channel Costs => Revenue Potential • Increase Vol. & Conversion, Decrease Cost, Optimize for Revenue Potential• Avg Txn Value (ATV), Ann Rev Per User (ARPU), Cust Lifetime Value (CLV)• Design channels that (eventually) cost <20-50% of target ATV, ARPU, CLV
Consider Costs, Scarce Resource Tradeoffs• Actual $ expenses• Marketing time & resources• Product/Engineering time & resources• Cashflow timing of expense vs. revenue, profit
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5 Steps Start-up Metrics Model
Website.com
Revenue $$$
Biz DevAds, Lead Gen,
Subscriptions, ECommerce
ACQUISITION
SEOSEM
Apps & Widgets
Affiliates
PR Biz Dev
Campaigns, Contests
Direct, Tel, TV
Social Network
s Blogs
Domains
Retention
Emails & Alerts
System Events & Time-based Features
Blogs, RSS, News Feeds
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AcquisitionWhere are users coming from
Acquisition Methods• SEO / SEM• Blogs• Email• Social Media & Social
Networks• Domains
Top 10 - 100 Keywords• Your Brand / Products• Customer Needs / Benefits• Competitor’s Brand / Products• Semantic Equivalents• Misspellings
Key Metrics to Track• Quantity (#)• Cost ($)• Conversions (%)
ToolsGoogle Analytics (web analytics)
google.com/analytics
Google Keyword Tooladwords.google.com/select/KeywordToolExternal
SEO Book Toolstools.seobook.com
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Activation What do users do on first visit
Example Activation Goals• Click on something!• Account sign up / Emails• Referrals / Tell a friend• Widgets / Embeds• Low Bounce Rate
Key Metrics to Track• Pages per visit• Time on site• Conversions
ToolsCrazy Egg (Visual Click Mapping)
http://crazyegg.com
Google Website Optimizer (A/B & Multivariate Testing)http://google.com/websiteoptimizer
Marketo.com (B2B Lead Generation Management)http://marketo.com
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RetentionHow users come back
Retention Methods• Automated Emails
* Track open rate / CTR / Quantity
• RSS / News Feeds* Track % viewed / CTR / Quantity
• Widgets / Embeds• Track impressions / CTR / Quantity
Example Retention Goals• 1 - 3+ visits per month• Long customer life cycle / Low
decay• Identify fanatics
Key Metrics to Track• Source• Quantity• Conversions• Visitor Loyalty• Session Length
Cohort Analysis• Distrib of Visits over Time• Rate of Decay• Effective Customer Lifecycle
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ReferralsHow do users refer others
Referral Methods• Send to Friend: Email /
IM• Social Media• Widgets / Embeds• Affiliates
Viral Growth Factor = X * Y * Z
• X = % of users who invite other people
• Y = average # of people that they invited
• Z = % of users who accepted an invitation
A viral growth factor > 1 Equals an exponential
organic user acquisition.
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RevenueHow do you make money
Revenue Tips• Start Free => 2% “Freemium”• Subscription / Recurring transactions• Qualify your customers -> Lead generation (arbitrage)• Sell something! (physical or virtual)• Don’t Rely on AdSense (only)
Resources & ToolsRevenue Metrics (Andrew Chen)
http://tinyurl.com/47r63aHow to Create a Profitable “Freemium” Startup (Andrew Chen)
http://tinyurl.com/8z9ygk 2008 Affiliate Marketing Review (Scott Jangro)
http://tinyurl.com/86wak4
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Appendix
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Case Studies for Optimised Sites
• Dave McClure’s Presentation– www.slideshare.net/dmc500hats/startup-metrics-for-
pirates-startonomics-hawaii-nov-2009?src=embed• Andrew Chen’s Blog
– www.andrewchenblog.com• Website Optimisation Sites
– http://www.marketingexperiments.com/blog/– http://www.iamalandingpagedesigner.com/my-blog/– http://www.widerfunnel.com/