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you have 30 minutes, we have all the highlights from Web Optimization Summit 2014 in New York City. Join Daniel Burstein, Director of Editorial Content, and Allison Banko, Reporter, both of MECLABS, as they distill the "need-to-knows" from sessions with organizations such as The Boston Globe, Harvard Business School and Ancestry.com. In this presentation, they'll cover the main takeaways from the stage, topics like: - Sustainable competitive advantage - Selling the intangible - Moving beyond the landing page - How, when and why minor changes have a major impact on conversions - And many more *Slides from this presentation will be sent to registrants at it's conclusion.
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Ask questions and tell us what you learned on Twitter!
#WebOpt14
Marketing Mashup: Top Takeaways from Web Opt Summit 2014
#WebOpt14
Allison BankoReporterMECLABS@AllisonBanko
Daniel BursteinDirector of Editorial ContentMECLABS@DanielBurstein
Today’s speakers
Ask questions and tell us what you learned on Twitter!
#WebOpt14
Related resources
• Web Optimization: Can you repeat your test results?
• Customer-centric Marketing: How transparency translates into trust
• Web Optimization: Ancestry.com improves conversion 20% by reducing choice barriers
• Web Optimization: VacationRoost implements 2 testing methodologies to boost total conversion rates by 12%
• The Boston Globe: Discovering and optimizing a value proposition for content
Capture transferable insights
Web & Product Marketing Manager Accellos
Kait Vinson
Capture transferable insights
Web & Product Marketing Manager Accellos
Kait Vinson
Need headline with value
Intensify the value of copy
Images of product
CTA needs more value
Need to focus the two CTAs
“Register Now”
implies no value
Original
Capture transferable insights
OriginalNew Design
Capture transferable insights
OriginalNew Design
Capture transferable insights
56%Increase in conversion
Testing and optimization cycle boosts conversion
Source: MarketingSherpa.com/ecommerce
Poll: How do you want this webinar to go?A. Snapshot: Let’s go fast and get through a lot
B. Take it Slow: Let’s dive deep into a few key discoveries
Michael Norton
Harvard Business School
Trust Through Transparency
The submerged state
Transparency
• Expressed a desire for larger government with more services
• Perceived the government to be doing a better job
• And even: Government often does a better job than it’s given credit for
Use transparency to:
• Get more credit from your partner
• Get more credit from your coworkers
• Help your customers understand all of the services you provide them
Takeaway: Times haven’t changed that much since third grade math class –show your work to get full credit.
Ryan HutchingsDirector of MarketingVacationRoost
How one company implements an entire testing methodology every day
The Nuts and Bolts
What’s a good goal for bounce rates?
> 50%
40%-50% 30%-40%
< 30%
What’s a good goal for CTR to the next page or step?
> 60%
50%-60%30%-50%
< 30%
Determining a “good” conversion rate
Source: MarketingSherpa.com/ecommerce
Conversion rate was most frequently less than 15%, with
many responses below 1%
Conversion goal results
Control Treatment
Large Test: Lead forms 1
Security seals
Control
Fail – no lift.
Large Test: Lead forms 1
Treatment
Control Treatment
Large Test: Lead forms 2
Shorter form
Control
Fail – no lift.
Large Test: Lead forms 2
Treatment
Control Treatment
Large Test: Lead forms 3
Option to call
Control Treatment
Fail – no lift.
Large Test: Lead forms 3
Large Test: Lead forms
Large Test: Lead forms
Large Test: Lead forms
19% Lift
Small Test: PPC landing pages
39
Small Test: PPC landing pages
40
Small Test: PPC landing pages
41
How can we reduce friction and
anxiety on this page?
Small Test: PPC landing pages
42
Small Test: PPC landing pages
43
Small Test: PPC landing pages
44
427% increase in CTR
Takeaway: Testing your webpages is like golf – you wonder why you put yourself through all of the “no lifts” until you finally get that win.
Test Snapshot: VMware
Background: SMB Solutions Page features multiple products.
Objective: To increase Try, Buy and engagement clicks.
Primary Research Question: Will elevating vSphere Essentials and vCenterLog Insight above the fold with CTAs increase engagement?
Test Design: A/B test (Control vs. Variant B vs. Variant C) 33/33/33 split
Presenter: Cindy LuTitle: Sr. Marketing Manager, Digital Marketing StrategyCompany: VMware
SMB: Identify and capitalize on quick winsControl Variant B: vSphere Essentials Hero
Variant C: vCenter Log Insight Hero
Experiment 3: Results
What You Need to Understand: For a quick win, start with thinking about where low-hanging fruit opportunities can be found.
Buy Online CTRConversion
RateRelative
DifferenceLevel of
Confidence
Control Page 1.56% - -
Treatment A – vSphere Essentials “Get Pricing” CTA 16.50% 956.16% 98%
Treatment B – vCenter Log Insight “Buy Online” CTA 6.73 330.49%
956% increase in clickthrough Moving the CTA above the fold increased CTR 956%.
From one-size-fits-all to customized experience
Offer Page Transformation
Emily TitcombSr. Manager, Product MarketingAncestry.com
Julia BabiarzSr. Interactive Art DirectorAncestry.com
12
13
Self-selectors Interrupted Browsers
21
Self-selectors Interrupted Browsers
Experiment 2New Template Design: Background
Objective: Replace the current high-performing Free Trial Deny page design with a template-based design, so that we can then target, customize and optimize.
Primary Research Question: Can we succeed with a total redesign of the Free Trial Deny page?
Test Design: A/B test – old design vs. new design
Research Notes: Since our “Interrupted Browsers” group is the largest, we decided to test the Free Trial Deny page first.
24
Control Treatment: Template Format
!
Experiment 2: Results
What You Need to Understand: We failed on our first attempt at a template design, but couldn’t isolate why.
Recipes Conversion % Lift
Control 2.57% -
Treatment 1 – New template design 2.38% -7.5%
7.5% decrease in conversion
Experiment 3New Template Design Take 2: Background
Objective: Examine three different factors of the new template design in an attempt to isolate exactly why the new template design failed.
Primary Research Question: Can we figure out what factors matter most for conversion?
Test Design: 9-cell full-factorial test. Default vs. new template with three factors: button size, price placement and imagery placement
Research Notes:
27
27
Button size:Standard vs. large
27
Button size:Standard vs. large
27
Button size:Standard vs. large
Price placement:Near CTA vs. far from CTA
27
Button size:Standard vs. large
Price placement:Near CTA vs. far from CTA
27
Button size:Standard vs. large
Price placement:Near CTA vs. far from CTA
Imagery placement:Side vs. top
27
Button size:Standard vs. large
Price placement:Near CTA vs. far from CTA
Imagery placement:Side vs. top
!
Experiment 3: Results
What You Need to Understand: Price placement was the most influential element on conversion.
Recipes Conversion
Control 1.93%
Standard Button, Price Top, Images Left 1.73%
Standard Button, Price Below, Images Left 1.94%
Standard Button, Price Below, Images Top 1.83%
Standard Button, Price Top, Images Top 1.66%
Large Button, Price Top, Images Left 1.69%
Large Button, Price Top, Images Top 1.66%
Large Button, Price Below, Images Top 1.77%
Large Button, Price Below, Images Left 1.80%
Conversion matched
!
Experiment 3: Results
What You Need to Understand: Price placement was the most influential element on conversion.
Recipes Conversion
Control 1.93%
Standard Button, Price Top, Images Left 1.73%
Standard Button, Price Below, Images Left 1.94%
Standard Button, Price Below, Images Top 1.83%
Standard Button, Price Top, Images Top 1.66%
Large Button, Price Top, Images Left 1.69%
Large Button, Price Top, Images Top 1.66%
Large Button, Price Below, Images Top 1.77%
Large Button, Price Below, Images Left 1.80%
Conversion matched
29
Deny Page Consistency and Template Format: The winning treatment
29
Interrupted Browsers:Free Trial Deny
Deny Page Consistency and Template Format: The winning treatment
29
Interrupted PastFree Trialers:Hard Offer Deny
Deny Page Consistency and Template Format: The winning treatment
29
Upgraders:Upgrade Deny
Deny Page Consistency and Template Format: The winning treatment
29
Upgraders:Upgrade Deny
Deny Page Consistency and Template Format: The winning treatment
10% lift
Takeaway: Test multiple elements on your page to appeal to the multiple persona types visiting your site – never stop discovering things about your visitors.
Test Snapshot: Publishers Clearing House
Objective: To convert unengaged visitors into engaged customers.
Primary Research Question: Will a simple, but attention-grabbing, header convince unengaged visitors to play a game?
Test Design: A/B split test
Presenter: Michael ZaneTitle: Sr. Director of Online MarketingCompany: Publishers Clearing House
Research Notes:
Test Design: Runs for 7 days
Unengaged repeat visitor
Message drops from top after 2-second delay
PCH.com: Control
Hey there, Speedy! Don’t leave yet! We have winners every day, MichaelB – Play now and you could be one of them!
Unengaged message variations
Hey there, Speedy! Don’t leave yet! We have winners every day, [username] – play now and you could be one of them!
FREE Money! Daily WINNERS Guaranteed! [username], how can you say no?
Is it a Bird? Is it a Plane? No, it’s [username] coming and going SO FAST! Slow down & play awhile – it could win you BIG CASH!
Money! Money! Money! We’re giving it away, [username] – Play Now!
We saw you left without playing last time, [username]. Don’t you want to win?
Don’t leave without playing our $2,500.00 Instant Win Scratch Cards, [username]! A BIG WIN could be just a few clicks away!
36% lift in engaged usersCompared to the control
Engaging the Unengaged: Results
Initial test shows strong results, but they are only valuable if it can be repeated.
Size % Engaged
Control – No real-time messaging 152,634 14%
Treatment – Real-time messaging with in-line banner 273,198 19%
Lift 36%
!
Experiment 1.2: Engaging with pop-up
Objective: To convert unengaged visitors into engaged customers using a different presentation of the messaging.
Primary Research Question: Can we improve on results of round 1 by using a pop-up instead of a banner?
Test Design: A/B split test
Experiment Research Notes:
Test Design: Runs for 7 days
Unengaged repeat visitor
Message pops up in the center after 2-second delay
-1.3% decrease in engaged usersCompared to the control
Experiment 1.2 Results
Experiment 1.2 wasn’t working, so it was stopped after four days.
Size % Engaged
Control – No real-time messaging 94,270 20.8%
Treatment – Real-time messaging with lightbox pop-up 118,977 20.5%
Lift -1.3%
!
Test Snapshot: One Call Now
Presenter: Jacob BaldwinTitle: Digital Marketing ManagerCompany: OneCallNow.com
Background: My curiosity led me to test the Request a Quote button copy on our homepage.
Objective: To increase the number of people clicking the Request a Quote button.
Primary Research Question: Which button copy will produce the desired outcome?
Test Design: Sequential
Research Notes:
Request For Quote: Control
84
Request For Quote: Treatment
85
Side by side
86
Original Treatment
vs.
!
Experiment: Results
Having the right imagery matters!
Test Page Button Click Rate
Control – Stock image of older phone 1.98%
Treatment – Stock image of modern phone 3.88%
Relative Difference 95.96%
95% increase in conversion initiationLed to an 82% increase in number of quote requests.
Peter DoucetteVP Consumer Sales & MarketingThe Boston Globe
How The Boston Globe moved beyond the landing page
Optimizing the Entire Business
Optimization beyond the landing page –Beyond marketing Reporting
Printing
Delivery
Live Newsroom Headline Test
2 versions were tested
Did School Run by State Contractor Fail to Report Rape?
Live Headline Test
OR go to MarketingSherpa.com/LivePoll
Police Allege Sex Assault in Walpole Not Reported
Did School Run by State Contractor Fail to Report Rape?
Text GlobeB to 22-333
Text GlobeA to 22-333
My every intention is to push the kind of boldness and investment that will
make The Globe a laboratoryfor major newspapers across the country.
http://www.bostonglobe.com/opinion/2013/10/27/why-bought-globe/QmFHhvRGFajQh1oMcAJ64M/story.html
Digital access price testing
Prices tested:• Control price point = $3.99
• T1 price point = $0.99
• T2 price point = $1.99
• T3 price point = $2.99
• T4 price point = $4.99
Each treatment featured a 99¢ trial offer for four weeks stepping to the full rate noted in the treatments.
Digital Access Price Testing: Early results
36% increase in digital access subscriptionsThe $0.99 price point drove 36% more conversions than the control.
Treatment Conversion Samples Successes Failures
Control $3.99 1.65% 17,788 327 17,461
Treatment 1 $0.99 2.18% 18,061 453 17,608
Treatment 2 $1.99 1.95% 17,946 400 17,546
Treatment 3 $2.99 1.80% 17,988 367 17,621
Treatment 4 $4.99 1.47% 18,017 301 17,716
Digital Access Price Testing: 52 week results
62% decrease in digital access revenueThe $0.99 price point drove 62% less conversions than the control.
Treatment Conversion Cancel Rate 52 Week Revenue Rev/Subscriber Rev/Visit
Control $3.99 1.84% 57% $45,189.15 $112.13 $2.09
Treatment 1 $0.99 2.51% 41% $17,172.54 $36.46 $0.77
Treatment 2 $1.99 2.23% 51% $26,048.01 $61.73 $1.18
Treatment 3 $2.99 2.04% 56% $31,611.53 $82.54 $1.44
Treatment 4 $4.99 1.67% 60% $39,386.81 $130.42 $1.80
Digital access accordion checkout testing
Digital access accordion checkout testing
An accordion checkoutwas successful for
ASSUMPTION
Digital access accordion checkout testing
Digital access accordion checkout testing
35% decrease in digital access revenueThe accordion checkout drove 35% less conversions than the control.
That everything we’ve done has beensuccessful is not reality. Some thingsdid not meet our expectations.
and we apply to the next test.But we learn every time
What our audience thought:
What our audience thought:
At the end of the 30 minutes, B was leading!
Takeaway: Optimization transcends marketing webpages – company-wide optimization is a paradigm shift toward a culture of learning and constant improvement.
Test Snapshot: Panel
Presenter: Lauren PitchfordTitle: Sr. Optimization ManagerCompany: MECLABS
Background: Home delivery subscription has multiple delivery options such as daily, weekend, weekday, Sunday only.
Goal: To determine if reordering the delivery options would have an effect on the subscription mix and revenue.
Research Question: Which order of subscription options will yield the most revenue?
Test Design: A/B/C split test
High2Low
Low2High
Popularity
Which price order generated the most revenue?
Results
! What You Need to Understand: By simply reordering the options displayed, we were able to significantly affect the product mix.
Design Revenue per Visit
Price high to low .4
Price low to high .5
Popularity .4
Relative Difference 20%
20% increase in revenue per visit (93% LOC)
Treatment 1 increased revenue per visit by 20%.
Micahel Lykke AagaardSenior Conversion Optimization Consultant, Founder of ContentVerve.com
ContentVerve ApS/Atcore ApS
How, When and Why Minor Changes Have a Major Impact on Conversion
“It’s not about making extensive changes – it’s about making the right changes.”
- When they address critical friction in the conversion process
- When they are made strategically to prominent and/or mission-critical elements that directly impact the decision-making process of the prospect
114
Small changes have a major impact
When do small changes have little or no impact?
Hell no! Low motivation Hell yes! High motivationHmmm, maybe …
Friction
Landing Page
PPC SEO
Banner
38.46% more sign-ups
During the campaign, the treatment copy sold 38.46% more memberships.
Mission-critical elements
23.88% higher open rateStatistical confidence: 95%
Control
Treatment
Control
31.95% more sales via product pagesStatistical confidence: 98%
Treatment
Control
213.16% higher CTR Statistical confidence: 99%
“It is not the magnitude of change on the ‘page’ that impacts conversion; it is the magnitude of change in
the ‘mind’ of the prospect.”
– Flint McGlaughlin, MECLABS
Takeaway: Big impacts can come in the form of small changes, but these changes must be made to the right elements.
One more test from Michael Aagaard …
100% privacy - we will never spam you!
Variant Conv. Rate Rel. Diff. Confidence
Control 2.03%
Treatment 1.65% -18.70% 96%
18.70% less sign-upsThe treatment with privacy policy decreased sign-ups.
Sample: 16,152 visitors
Conversions: 297
We guarantee 100% privacy. Your information will not be shared.
19.47% sign-upsStatistical confidence: 96%
Selling the Intangible
Tim KachuriakChief Innovation & Optimization Officer
Next After
How e-commerce and subscription-based companies can learn to sell intangible value like nonprofit organizations
The conference that changed my life.
Experiment: My very first experiment
Experiment ID: NA00001Location: Next After Research LibraryTest Protocol: GWBPC01
Background: Email donor acquisition campaign for the George W. Bush Presidential Center.
Objective: To increase clickthrough, increase revenue.
Primary Research Question: Does this MECLABS stuff really work?
Test Design: Single-factorial A/B split test
Research Notes:
Version A - Control Version B - Treatment
Version A - Control
141% increase in clickthrough rate38% increase in revenue
Version B - Treatment
Optimized
Original
141% increase in clickthrough
38% increase in revenue
!
Experiment: Results
What You Need to Understand: Small changes to the right elements can produce dramatic results. By increasing the force of the value proposition, we inspired more clicks and received more donations.
Email Version CTR
Control – “Make a tax-deductible contribution” 0.8%
Treatment – “Become a charter member” 1.9%
Relative Difference 141.3%
141% increase in clickthrough rate38% increase in revenue.
Strategic framework
When it comes to increasing online revenue, there are three primary strategies:
– Increase traffic
• Get more of the (right) people to show up
– Increase conversion rate
• Get more people to say, “Yes!”
– Increase average order value
• Get more people to say, “Heck yes!”
You already sell intangible value every day.
Experiment: The effect of value proposition on average donation
Experiment ID: NA01011Location: Next After Research LibraryTest Protocol: THF024
Background: The Heritage Foundation is a think tank in Washington, D.C.
Objective: To increase donation conversion rate.
Primary Research Question: How does value proposition effect conversion rate?
Test Design: Radical redesign A/B split test
Research Notes:
TreatmentControl
74% increase in donor conversion189% increase in average gift274% increase in revenue
TreatmentControl
74% increase in donor conversion rate189% increase in average gift274% increase in revenue
• Headline: Conveys value and vision
• Bulleted Copy: Provides reasons why you should give
• Embedded Quotes: Bolsters credibility
• Call-to-action and Donation Form: Introduced at the end of thought sequence when value has been clearly communicated
!
Experiment: Results
What You Need to Understand: By increasing the force of the value proposition, not only did we get more people to say, “Yes,” and give a gift, but they said, “HECK YES!” and gave at a much higher level.
Email Version Avg. Gift
Control – Two column, donation form above the fold $37.50
Treatment – Single column, long form, donation below fold $108.30
Relative Difference 188.8%
189% increase in average donation74% increase in donation conversion rate.
Takeaway: Optimization doesn’t always result in the most beautiful pages, but it does result in the most user-friendly experiences.
Allison BankoReporterMECLABS@AllisonBanko
Daniel BursteinDirector of Editorial ContentMECLABS@DanielBurstein
Thank you!
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