Smart, Scalable, and Sophisticated:How to Optimize Your Marketing, Not Just Your Conversion Rate

[presented by] Kate O’Neill, CEO of [meta]marketer

@kateo, @metamarketer

Who’s Kate O’Neill? linguist by education, passionate about how we

communicate, driven by improving customer experience, and geeky about data

first departmental website at UIC, first intranet at Toshiba, first content manager at Netflix

described by Adobe Test&Target product manager as “on the bleeding edge of web optimization--she's creating the best practices instead of following them.”

past roles at Toshiba, HCA, Magazines.com, lots of startups, etc.

Marketing analytics, optimization, insights, strategy

We help clients understand their customers based on data and insights from their marketing efforts so they can be more effective in creating lasting relationships with them.

Four years old; large and high-growth clients have included Symantec / PC Tools, Ingram Book Publishing, XO Communications, Grand Ole Opry, and dozens of other e-commerce, B2B, companies and brands.

What’s [meta]marketer?

@kateo, @metamarketer

Feeling the Twitter love?

me: @kateo [m]m: @metamarketer

@kateo, @metamarketer

Conversion rate is just a ratio.

visits purchases

visit

visit

visit

purchase

3 visits to 1

purchase = 33%

conversion

@kateo, @metamarketer

Traffic, by itself, decreases the ratio.

visits purchases

visit

visit

visit

visit

purchase

4 visits to 1

purchase = 25%

conversion, which

is a reduction of 24% from 33%

4 visits instead

of 3 visits = 33% lift in visits!

@kateo, @metamarketer

You say you want a high conversion rate?

visits purchases

visit

visitvisi

t

purchase

Now we get a purchase for every 2

visits instead of 3

= 50% conversion, a 51.5% lift from our

original 33%!

You could just turn off your worst-converting channel.

But obviously that makes no sense.

@kateo, @metamarketer

You have to improve the system. The whole system.

@kateo, @metamarketer

growing your marketing

effectiveness yields bigger wins than an increase in

conversion rate in any single campaign or channel.

@kateo, @metamarketer

@kateo, @metamarketer

@kateo, @metamarketer

Introducing...the Next Big Thing in the Startup World.

@kateo, @metamarketer

Wonderful Cat Wings, LLC*

*May be a fictitious company.

@kateo, @metamarketer

+ = $$I mean, right?

The Basic Idea

@kateo, @metamarketer

“Let’s start with SEO!”So we can convert all those “cat wings” searchers!

@kateo, @metamarketer

Well, crap. Maybe we don’t have a market.

@kateo, @metamarketer

What if we back up a step?

@kateo, @metamarketer

Figure out your sweet spot

@kateo, @metamarketer

First pass: whiteboard-level

@kateo, @metamarketer

how a sketch-level ad concept might read:

@kateo, @metamarketer

how a sketch-level landing page concept might look:

@kateo, @metamarketer

@kateo, @metamarketer

@kateo, @metamarketer

second pass: draft-levelcat cat

spoilers, spoilers, unaware unaware of wingsof wings

cat cat spoilers, spoilers, aware of aware of related related marketmarket

aware of aware of wingswings

aware of aware of brandbrand

previouspreviouscustomercustomer

how might you

recognize them

by search terms

by search terms

direct traffic;

concept searches

direct traffic; brand

searches

direct access to

login page; cookie

what types of search

terms

cat accessories, cat toys

cat clothing

cat wings, gold cat wings

Wonderful Cat Wings

{brand} + login or

help

what do they need to move forward

cat wings are ideal cat toy,

accessory

images of cats in cat

wings?

selection? price?

quality?

quality? return policy?

support? appreciatio

n?

how to measure success

engagement

purchase; signup for newsletter

purchase purchase?return visits,

referrals

etc

@kateo, @metamarketer

Remember: improve the system.

@kateo, @metamarketer

Watch small gains grow into big wins.

@kateo, @metamarketer

Thank you and good luck!

Email me at kate@metamarketer.comFor a free 20-minute consultation by phone on

how to improve your marketing effectiveness.

Or connect with me and my company at: Twitter: @kateo / @metamarketer Facebook: facebook.com/metamarketer LinkedIn: linkedin/in/kateoneill