Download - The DEC Education: Online Marketing and Campaign Optimization

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…

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Consumer Goods

- $600,000 monthly ad spend

- $3,600,000 monthly revenues

- 27% profit margin

- Ramped in 60 days

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?


What’s the goal?

- eCommerce straight sale conversions

- Trial Offers

- Subscriptions

- Lead Generation


What’s action do you want people to take?

Replicate


And then…

Innovate


– 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

http://www.alexa.com/



https://www.quantcast.com/

https://www.quantcast.com/

https://www.compete.com/

https://www.compete.com/

http://www.whatrunswhere.com/

http://www.whatrunswhere.com/

http://www.spyfu.com/

http://www.spyfu.com/

http://www.keywordspy.com/

http://www.keywordspy.com/

https://ahrefs.com/

https://ahrefs.com/


Homepage

Step 1

Step 2

Thank You

What are the steps?


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


EPC = CR x CPAEarnings Per Click


Conversion Rate

Cost per Acquisition

Split Testing


Version 1

Version 2

Version 3

Version 4

Version 5

Version 6


LP1 LP2 LP3

Step 1

Step 2

Thank You

CR: 68%

CR: 17%

CR: 36%


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

http://www.businessinsider.com/eye-tracking-heatmaps-2012-5?op=1


- 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?



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/

http://www.crazyegg.com/

http://www.crazyegg.com/

http://www.tynt.com/

http://www.tynt.com/

http://www.clicktale.com/

http://www.clicktale.com/

http://www.google.com/analytics/



http://www.olark.com/

http://www.olark.com/

https://www.intercom.io/

https://www.intercom.io/

https://www.optimizely.com/

https://www.optimizely.com/


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


AffiliatesSuper

Affiliates

Affiliate NetworksCPA Networks

Business / Advertiser


Large Affiliate Networks:

- LinkShare

- Commission Junction (aka CJ)

- ShareASale

- Pepperjam

- Zillabyte (for b2b SAAS)


CPA Networks:

- Clickbooth

- MundoMedia

- EpicDirect

- Adknowledge