day 2: integrating conversion optimization into your marketing strategy

All Together Now: Integrating Conversion Optimization into Your

Marketing Strategy

Todd Barrs, Webroot Software Brian Jones, Dealer.com

1"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Conversion Integration

Todd Barrs Sr. Manager, Website Optimization October 20, 2011

Making The Case For Continuous Improvement Through Agile Techniques

2"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

A"Case"Study"In"Progress"

3"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Conversion Optimization Cannot Operate in Isolation

4"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Effects of Isolation

Then Redirected to: Webroot.com/android-phone.html

User Shown: http://R.Beetagg.com/?488UZ1

5"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Summary:

1.  Align performance metrics (CR) across the entire organization.

2.  Get to know your internal customers (get buy-in).

3.  Clearly define & agree on testing metrics.

4.  Start small, and optimize to impact revenue.

Conversion Conference San Francisco 2011

6"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Revolutionizing The Security Industry

•  6MB"ThinKClient"•  Super"Fast"Scan"Times"•  CloudKbased"Security"

7"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Website Redesign

Old" New"

8"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

"What"visitors"want"to"know."

"What"we"want"visitors"to"know."

"What"we"want"visitors"to"do."

"What"visitors"want"to"do."

"

Setting Page Goals & Priorities

9"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Redesign Analysis

10"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Marketing Campaigns & Awards

11"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Effects of Integration

•  User Presented: Webroot.com/SAantivirus-Demo •  Tracking done by web analytics •  Continuous user experience

12"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

New Website Performance

Website"Conversion"Rate"

13"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

What Happened?

14"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Redesign Improvement (Theory)

15"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Redesign Risks

•  “Best Guess”

•  Loss of visitor feedback loop

•  There is a HUGE opportunity cost (lack of testing)

•  If you must redesign:

–  Keep the redesign process as simple & short as possible

–  Redesign ready for testing on day one

16"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Continuous “Conversion” Improvement

17"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Often The Same Destination

Redesign Effort

Continuous Improvement

A

B

18"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Agile Improvement (Optimization)

•  Based on agile management & software dev concepts

•  Websites are software

•  Websites are fluid and always changing

(Visitors, markets, seasonality, technology)

•  There is no “optimal” state

•  Maximize the frequency of pivots (changes/testing)

•  Ideas, select, execute, analyze, iterate

19"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Lessons Learned & Next Steps

•  Began testing immediately

•  Paralleling with vastly different version (agile redesign)

•  Organizational change (Demand Generation)

–  Reporting structure

–  Physical seating structure

•  Reducing/eliminating requirements documentation

•  Wire-mock vs. wireframe, then mockup (1 revision)

•  Adapting site structure for self service

20"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Summary

•  Redesigns are risky

–  Best guess (lose feedback loop)

–  Opportunity cost

–  Keep redesign short and simple

•  Websites: The only constant is change

•  Continuous & Agile “Conversion” Improvement

–  Increase your ability pivot often

–  Feedback from your visitors: Test, Implement, Repeat

21"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Todd W. Barrs Sr. Manager, Website Optimization

tbarrs@Webroot.com

www.Webroot.com

"/Webroot" @Webroot"

Contact Information

22"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Todd W. Barrs Co-Founder

Todd@VisitorCentric.com

"/VisitorCentric"

@VisitorCentric"

Additional Resources

VisitorCentric.com

VisitorCentric.com/Tools

VisitorCentric.com/Forums

3000+ Syndicated Articles

250+ Tools, Books & Services

Case Studies, White Papers, Discussion

Groups"“Visitor"Centric”"

23"Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on"Thursday,"October"20,"11"

Additional Resources

Why Search Marketing Silos Are Conversion Killers

Brian Massey & Chris Robino

QR Code Conversion Optimization Todd Barrs

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All Together Now: Integrating Conversion Optimization into Your Marketing Strategy

Preface

•  Every situation and company is unique •  There is no black & white in CRO terms •  I can speak of my past experiences

•  Recently joined Dealer.com as Senior Manager, Search Operations.

•  Dealer.com is a technology and marketing company in the Automotive Industry based in Burlington, VT.

•  My role is to contribute as a thought leader and advise a cross functional team on strategies to enhance services, products, and tools.

•  Over 12 years experience in digital marketing in a variety

of industries and capacities.

Quick Agenda

•  What is CRO? •  CRO Evolution & My Experiences •  Overcoming Cross Department Objections •  Resources •  Q & A

Building Enterprise Level Testing Programs

What is CRO? •  Critical Question: What is conversion optimization? •  Is it testing page components such as headlines, offers,

buttons, and colors? •  Is it what technology is better? •  �25 A/B Test Case Studies� Session Yesterday

–  Test specifics –  What If’s –  Scenarios

•  DO NOT copy your competitors tests

What is CRO? •  Understanding the difference between testing and

creating an optimal user experiences that delivers relevancy

•  �The Human Connection� Session Yesterday –  Stressed upon User Experience –  The people/knowledge before the technology –  Understanding each and every situation is unique

•  Most organizations go through an evolution learning how to crawl, then walk, and finally run.

Re-Evaluating the Conversion Process

User Experience

Header

Offer

Copy

CTA

Design

Post Click Strategy

User Experience

User Experience

User Experience

User Experience

Are You Truly Segmenting all Your Traffic and Visitors?

-  Marketing Channel -  Device -  Persona -  Searcher Intent

�Crawling� Phase Tactics Include: -  Quick actions & small scale tests showing �micro success� -  Free tools and resources requiring no long term strategy -  Non-Committal: Requiring no �formal� approvals or business

justifications

My Example -  CEO wanted to remove �free� offer on PPC landing page -  Ran 30 day A/B split test using GWO and built 1 yr, 2 yr, & 3 yr. revenue

model -  Result: After seeing test results, CEO did not want to remove �free�

offer

Challenge decisions made with lack of data or

complete understanding

�Walking� Phase Tactics Include: -  Project Based: Time line based -  Financial/Results Oriented Goal: Scenario based revenue models

creating definable ROI -  Limited Exposure: Subset of traffic, set cost, guarantee My Example: -  Built a comprehensive ROI model based on �reasonable� lift -  Plan included a lift guarantee or money back therefore creating low risk -  Result: Double digit lift in lead conversions resulting in millions

What�s Right For You? Vendor Feature 1 Feature 2 Feature 3 Feature 4 Feature 5 Name 1 x x x

Name 2 x x x

Name 3 x x x

Name 4 x x x

Name 5 x x x

Name 6 x x x

Name 7 x x x x

Name 8 x x x

Name 9 x x x

Name 10 x x x

! Technology*vs.*Professional*Services*

! Implementa8on*Timeline*

! Implementa8on*Technology*

! Guarantee*

! Past*Success*

! Total*Cost*of*Ownership*

! Years*in*Business*

! Tes8ng*Methods*

�Running� Phase -  Long Term Commitment -  Dedicated Resources -  Sophisticated Toolset and Analytics

My Example: -  Building upon past smaller successes -  Demonstrated the advantages of a long term comprehensive conversion

program vs. testing . -  Built internal cross department support with web development & designers -  Invested in best of breed resources including toolset, analytics, and people -  ****Overhauling Strategy vs. Testing Elements of a Page****

Cross Department Support •  As we moved through the phases resistance built •  Key is Common Sense. Most Individuals Want to Feel

Involved and Valued •  Objections Include:

1.  You are outsourcing thus eliminating my job 2.  You are doing this because you do not believe we are capable 3.  We have unique IT systems and 3rd party tools will not work 4.  In the past we decided this would not work 5.  There are other more important projects

Objection No. 1 •  Objection: You are outsourcing thus eliminating our jobs •  Response: What�s In It For Them?

You will learn a new skill set that will make you more valuable to this company as a �conversion rate expert� and more marketable in general

Objection No. 2 •  Objection: You are doing this because you do not

believe we are capable •  Response: What�s In It For Them?

You can focus on other equally or more important projects that fit your skill set more accurately.

Objection No. 3 •  Objection: We have unique IT systems and 3rd party

tools will not work •  Response: Involvement & Participation

I would like you to be involved and discuss these specific issues as you are much more qualified than me.

Objection No. 4 •  Objection: In the past we decided this would not work •  Response: Involvement & Participation

Let me show you my research and get you involved and let me know your thoughts.

Objection No. 5 •  Objection: There are other more important projects •  Response: What�s In It For Them?

Goal is to increase effectiveness and ROI across the board for all of our projects.

Key Take Aways 1.  Don�t Confuse Testing & Conversion Optimization 2.  It�s Not About the Technology 3.  Conversion Optimization affects the entire organization 4.  Think of all Parties Involved & Create Value 5.  DO NOT copy your competitors

Resources Great Reads… -  Honest Seduction: Using Post-Click Marketing to Turn

Landing Pages into Game Changers

-  Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

-  Ultimate Guide to Pay-Per-Click Marketing

Questions

Twitter @BrianAllenJones LinkedIn:linkedin.com/in/brianallenjones Email: brian.jones@dealer.com