Onlne Sales And Optimisationv1.1
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Transcript of Onlne Sales And Optimisationv1.1
Sales and Site Optimisation
Keith Feighery: Digital Strategist
Design, Info Architecture & Calls to Action
Case Studies
Design with Clear Intent
Clear Layout
Obvious Benefits
Appropriate Channel Design
Decluttered Logical Flow
Demonstrate clear Call to Action
Clear and Intuitive Messages
Intuitive Info Flows
eCommerce Case Study
Case Study: Wiltshire Farm Foods
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
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
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
Irish Web 2.0 Examples
Irish Web2.0 Examples
Look at Irish Enterprise Examples
Irish Software Examples
International Web2.0 Examples
International Examples Web 2.0
Sales Funnel Specifics
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
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..
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
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
Dave McClure’s AARRR for Start Ups
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
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
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
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
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
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
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.
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
Appendix
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/