maximizing conversions and overall campaign roi presentation
TRANSCRIPT
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Maximizing Campaign ROICase Study: Doubling Toolbar Install Conversion Rate with Multivariate Optimization
Sam Ee, MIVARobert Bergquist, Widemile
April 25, 2008
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Today’s FacilitatorsSam Ee, MIVA Direct‣ MIVA Direct delivers on it's vision of "Making the Internet
easy" by developing and distributing category-specific toolbars and a proprietary home page solution, powered by Google search.
‣ Two core business:
‣ Vertical affinity ALOT Toolbars and ALOT Home
‣ Screensavers.com for free screensavers and wallpapers
Robert Bergquist, CEO, Widemile‣ Leading provider of multivariate testing and optimization
technologies and services for online agencies and advertisers
‣ Landing pages, microsites, sales funnels, registration pages
‣ Interactive ad campaigns and customer segment testing
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Two Questions:
‣ Ad campaign costs rising?
‣ Satisfied with performance?
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Test for Better Returns on Ad Spend
3%
21%
20%
16%
14%
27%
26%
43%
43%
67%
6%
22%
28%
29%
33%
38%
51%
56%
61%
62%
0% 20% 40% 60% 80% 100%
Integrate bid management and CRM
Add new engines
Integrate bid management and analytics
Integrate online/off-line campaigns
Local search
Add keyword match types
Target
Test landing pages
Test creative
Add new keywords
AgenciesAdvertisers
Question: Which tactics have had the most positive impact on your search marketing campaigns? (Select all that apply.)
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Are You Optimizing for Better ROAS?
‣ Little experience with content or creative testing
‣ Done some A/B split testing
‣ Done some multivariate testing
‣ Managing MVT projects now
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You are not alone
‣ 87% not satisfied with their campaign conversion rates
‣ 60% doing no testing or optimization of any kind
‣ Majority of those testing use just A/B
n=540, 9/6/07, Widemile webinar with SMN and Jupiter Research
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Key Steps to Optimized Campaigns
‣ Know your audience
‣ Embrace design best practices
‣ Test marketing assumptions
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What is Multivariate Optimization?
‣ Test multiple element variations quickly
‣ Learn how each influences performance
‣ Determine the optimal page configuration
‣ Tailor pages for traffic source and other customer segments
Sample Landing Page
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MIVA Case Study: Weather Toolbar‣ Downloadable browser add-on toolbar shows various links to online weather sources
‣ Paid search campaigns deliver traffic
‣ Business objective is higher download and install rate
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Marketing Questions:‣ What is the best type of hero shot?
‣ What is the impact of the TRUSTe logo?
‣ Are people worried about spyware?
‣ Do people prefer specific toolbar features over lifestyle/benefits statements?
‣ Are people confused by the Google feature list?
‣ How much should we highlight the toolbar?
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Optimization ProcessAnalysis‣ Understand audience and value
proposition
‣ Review existing conversion process
Action‣ Develop testing plan (new templates,
recipe matrix, and content variables)
‣ Execute tests
‣ Report and analyze results
‣ Deploy optimal pages
‣ Leverage lessons learned
Baseline Page
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Assessment and Redesign - Wireframe
Google Product Information
Header
TRUSTeSpyware FREE
Hero Shot
Call To Action Button
Product Description
Headline
2
3
4
5
6
7
8
1
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Defining Test Matrix
No. Factor (Variable)Levels
(versions)
1 Header 4
2 Hero shot 4
3 TRUSTe logo 4
4 Headline 2
5 Call-to-action 2
6 Product description 2
7 Spyware-free message 2
8 Google info 2
2048 potential combinations tested with 16 experiments
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Example: Header - which one works best?
Level 2
Level 3
Level 4
Level 1
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MVT Determines What Works Best
2
3
4
5
6
7
8
1
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Which TRUSTe logo works best?
Level 2
Level 3
Level 4
Level 1
OFF
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Test Complete in Two Weeks
Copyright 2007 – 2008 Widemile Inc. All Rights Reserved. Confidential Slide 17
Test Duration
Test Data Stabilization
Convers
ion R
ate
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And the Winner is…
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And the Winner is…Header
Hero Shot
Google Product Information
TRUSTe
Spyware FREE
Call To Action Button
Product Description
Headline
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0 10 20 30 40 50
Factor 2
Factor 6
Factor 1
Factor 5
Factor 3
Factor 7
Factor 4
Factor 8
What’s Most Important?
Google Info
Headline
Spyware
TRUSTe
Call-to-action
Header
Product Description
Hero shot
HIG
HM
ED
IUM
LO
W
Influence Index
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Analysis‣ Spyware, TRUSTe, Headline, and Google information
factors had the greatest influence on performance
‣ All references to the toolbar and specific features lost to lifestyle descriptions
‣ De-emphasizing the Google product features increased conversions
‣ People favored toolbar benefits over features
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1
2
3
4OFF
Factor Analysis: TRUSTe logo
‣ Two new TRUSTe logos beat the old logo (and the logo turned off) – 8% lift delta
‣ Tested redesigned logos to reduce call-to-action confusion
‣ Recommend seals of approval with a small text link below to avoid competition with primary call-to-action objective
Rela
tive C
onvers
ion
Rate
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Greater Campaign Efficiency
Twice the number of toolbar installs for the same ad spend
10
0%
21
5%
0
20
40
60
80
100
120
140
160
180
200
Baseline Optimized
100
200
Ind
ex:
Convers
ions
/ A
d S
pend
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The Three Steps - Recap
‣ Know your audience‣ Leverage your SEM and analytics resources
‣ Refine your value proposition
‣ Embrace design best practices‣ Simplify the page and remove distractions
‣ Educate yourself
‣ Test your marketing assumptions‣ Value proposition and incentives
‣ Traffic characteristics
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Helpful Resources
Conversational Marketingby Ian Lurie
Portent Interactive
Web Design for ROIby Lance Loveday & Sandra Niehaus
Closed Loop Marketing
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Next Step
Test current optimal page
versus
New creative design using optimal content
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Thank You
Sam Ee – [email protected] Robert Bergquist – [email protected]
Content Informationwww.widemile.com
www.miva.com