Upload
earthbound-media-group
View
1.527
Download
1
Embed Size (px)
Citation preview
©2010 Earthbound Media Group | earthboundmediagroup.com 1
WEBSITE OPTIMIZATION WITHOUT A COMMITTEE
Using Testing to Make Decisions
Monday, September 1311:15 a.m. - 12:30 p.m.
©2010 Earthbound Media Group | earthboundmediagroup.com 2
SPEAKERS
Blaine BehringerCo-founder / Managing PartnerEarthbound Media Group
Tammy VeachExecutive Director, Marketing & Public RelationsLoma Linda University Medical Center
©2010 Earthbound Media Group | earthboundmediagroup.com 3
AGENDA
• Common website enhancement challenges• Latest trends for online conversion optimization• Fundamentals of multivariate testing• Impact of testing at Loma Linda University Medical Center• Multivariate testing and you• Q + A
©2010 Earthbound Media Group | earthboundmediagroup.com 4
LEARNING OBJECTIVES
• Understand the fundamentals of multivariate testing• Increase online conversions through informed website
enhancements• Empower your marketing team to test new offers and content
ideas
©2010 Earthbound Media Group | earthboundmediagroup.com 5
CHALLENGES FACING HEALTHCARE MARKETERS FOR WEBSITE ENHANCEMENT
©2010 Earthbound Media Group | earthboundmediagroup.com 6
CHALLENGES FACING HEALTHCARE MARKETERS
Decision By Committee or Opinion
©2010 Earthbound Media Group | earthboundmediagroup.com 7
CHALLENGES FACING HEALTHCARE MARKETERS
Decision By Committee or Opinion• Multiple Web “Owners” = Frustration
– Delays to update due to approvals and opinions
©2010 Earthbound Media Group | earthboundmediagroup.com 8
CHALLENGES FACING HEALTHCARE MARKETERS
Decision By Committee or Opinion• The Homepage Dilemma
– Built according to :• Organizational structure• Politics• Ego
©2010 Earthbound Media Group | earthboundmediagroup.com 9
CHALLENGES FACING HEALTHCARE MARKETERS
Decision By Committee or Opinion• Competition Online – Rising Costs
– Cost increases and conversion decreases!
©2010 Earthbound Media Group | earthboundmediagroup.com 10
CHALLENGES FACING HEALTHCARE MARKETERS
Decision By Committee or Opinion• Shifting Audiences
– Rising Gen Y audience (18-29) = highly internet savvy (19 hrs/wk)– Gen X audience (30-43) = very closely behind (17 hrs/wk)
Forrester - July 27, 2009 - Consumer Behavior Online: A 2009 Deep Dive - by Jacqueline Anderson
©2010 Earthbound Media Group | earthboundmediagroup.com 11
CHALLENGES FACING HEALTHCARE MARKETERS
Question of the Day:How do I optimize my website for the USER
to achieve my business goals?
ALL USERS ARE DIFFERENT!!
©2010 Earthbound Media Group | earthboundmediagroup.com 12
CHALLENGES FACING HEALTHCARE MARKETERS
Answer:Test…test…test…test…test!!
(and test again!)
©2010 Earthbound Media Group | earthboundmediagroup.com 13
CHALLENGES FACING HEALTHCARE MARKETERS
Decision Using User Behavior (testing)
NOT EASY!!
©2010 Earthbound Media Group | earthboundmediagroup.com 14
CHALLENGES FACING HEALTHCARE MARKETERS
Decision Using User Behavior• Demonstrating ROI• Prioritizing testing initiatives• Acting upon testing results• Modifying web pages for
testing• Understanding test results• Ownership of testing –
marketing or IT?
©2010 Earthbound Media Group | earthboundmediagroup.com 15
LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION
©2010 Earthbound Media Group | earthboundmediagroup.com 16
LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION
• Why Do We Test?– ↑ Conversion– ↑ Customer satisfaction
• Where Do We Test?– High impact areas
• Lead generation pages• Homepages• Landing pages• MUST have traffic to test!!
• When Do We Test?– Often!! (6+ simple tests per month when possible)
• Who Tests?– Greater testing returns if tests are managed by testing professionals
Forrester - October 20, 2009: The Online Testing Vendor Landscape - A Mature Discipline Offers The Next Frontier In Site Optimization - by John Lovett
©2010 Earthbound Media Group | earthboundmediagroup.com 17
LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION
• What Do We Test?
©2010 Earthbound Media Group | earthboundmediagroup.com 18
LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION
• In House or Agency?
©2010 Earthbound Media Group | earthboundmediagroup.com 19
LATEST TRENDS FOR ONLINE CONVERSION OPTIMIZATION
• What Technology is Needed?
– Testing Platform• Google Website Optimizer
– Free– Requires implementation
• Autonomy Optimost– Annual Fee– Managed implementation
• Others– Omniture Test and Target– Amadesa– Maxymiser
©2010 Earthbound Media Group | earthboundmediagroup.com 21
FUNDAMENTALS OF MULTIVARIATE TESTING
• A/B Testing
Famous Chocolate Since 1892
Buy Now
Famous Chocolate Since 1892
Buy Now
©2010 Earthbound Media Group | earthboundmediagroup.com 22
FUNDAMENTALS OF MULTIVARIATE TESTING
• Multivariate Testing (MVT)
Famous Chocolate Since 1892
Buy Now
Control Hypothesis: (256 permutations)• Copy: test various (1) value propositions• Copy Placement: test placement (1) of value proposition above and below image• Button: test button message (1) and color (1)
Goal:• Determine winning ad• Determine audience preference for value proposition, copy placement, and button message and color
Metric• Click through rate on button
©2010 Earthbound Media Group | earthboundmediagroup.com 23
FUNDAMENTALS OF MULTIVARIATE TESTING
• Multivariate Testing (MVT)
Famous Chocolate Since 1892
Buy Now
RICH & CREAMY ChocolateFrom Famous Hershey
Buy Now
Control
©2010 Earthbound Media Group | earthboundmediagroup.com 24
FUNDAMENTALS OF MULTIVARIATE TESTING
• Multivariate Testing (MVT)
Famous Chocolate Since 1892
Buy Now
Famous Chocolate Since 1892
Buy Now
Control
©2010 Earthbound Media Group | earthboundmediagroup.com 25
FUNDAMENTALS OF MULTIVARIATE TESTING
• Multivariate Testing (MVT)
Famous Chocolate Since 1892
Buy Now
Famous Chocolate Since 1892
Buy Now
Control
©2010 Earthbound Media Group | earthboundmediagroup.com 26
FUNDAMENTALS OF MULTIVARIATE TESTING
• Multivariate Testing (MVT)
Famous Chocolate Since 1892
Buy Now
Famous Chocolate Since 1892
Order Now!!
Control
©2010 Earthbound Media Group | earthboundmediagroup.com 27
FUNDAMENTALS OF MULTIVARIATE TESTING
• What is Required for Testing?– Testing strategy
• Hypothesis• Goal of test• Success metric Calculate ROI!
– Tackle the basics before going algorithmic• Use A/B first to understand before MVT (↑ complexity = ↑ traffic)
– Choose test areas WISELY!!• Don’t rock the boat with homepage testing at first
– Test dramatically for best results• Big differences in test concepts reveal more about the consumer
– Make testing part of your culture• Requires humility and adhering to the results!
©2010 Earthbound Media Group | earthboundmediagroup.com 29
A B
ControlWinner
IMPACT OF TESTING – Case Study:
©2010 Earthbound Media Group | earthboundmediagroup.com 30
Calculating ROI– Winner = 2.5% increase in
conversion
– If the site averages 500 leads per month this equates to 12.5 additional leads per month!!
– If clinic makes $1M/YR from internet lead patients this equates to ~$167/lead
– Therefore this test winner yields an additional about $24K/year in patient revenue
A B
Control Conversion Rate – 2%
Winner Conversion Rate – 4.5%
IMPACT OF TESTING – Case Study:
©2010 Earthbound Media Group | earthboundmediagroup.com 31
IMPACT OF TESTING – Case Study: Control
Winner
©2010 Earthbound Media Group | earthboundmediagroup.com 32
IMPACT OF TESTING – Case Study:
Mailing List Form Test• Goal:
– Increase the conversion rate for the mailing list form
• Variables Tested:– Subscriptions: Add “Free” header – Personal Information: Add yellow
background, first preselected, reword “personal info” to “contact Info”
– Submit Button: Try different call-to-action “Sign Me Up Now!” and “Join Mailing List”
– Remove Footer: Remove the footer from form
• Winning Creative:– Lift: +21.14% – Confidence: 98%
Winner
©2010 Earthbound Media Group | earthboundmediagroup.com 33
Request Consultation Test• Overview:
– Timeframe: 12/29/08-04/19/10– Wave 4 – 811 visits / mo.
• Goal:– Increase the conversion rate for the Request
Consultation form
• Variables Tested:– Including intro text “Get Your Free Information in 2
Minutes” (B1) continued to increase Consultation Confirmation performance (99% confidence)
– Using new button design showed an improvement in conversion rate (78% confidence)
• Winning Creative:– Lift: +33.86% – Confidence: 98%– +756 Request Consultation conversions more / year
Leader – Creative 415
IMPACT OF TESTING – Case Study:
©2010 Earthbound Media Group | earthboundmediagroup.com 34
IMPACT OF TESTING – Case Study:
WINNER
Control
Winner
Physician Directory Test• Overview:
– Timeframe: 05/01/09-01/05/10– Winner Creative!
• Goal:– Increase engagement with the Physician
Directory
• Variables Tested:– Increasing the size of the text (B1) had a
positive impact on “Let us help..”– Providing an orange background color to
the main module also drove conversions
• Winning Creative:– Lift: +18.71% – Confidence: 71%
©2010 Earthbound Media Group | earthboundmediagroup.com 35
Control
Leading Creative to date
IMPACT OF TESTING – Case Study:
Let Us Help You Find a Dr. Test• Overview:
– Timeframe: 03/30/10-04/19/10– Status: Wave 3
• Goal:– Increase Let Us Help You Find a Dr. conversions
• Variables Tested:– Replacing the intro text with clearer directions
(B1) improved conversions– Adding dropdowns for date of birth delivered
20% lift– Insurance Type: Instead of check boxes, hide
options under a click showed a 31.46% lift
• Winning Creative:– Lift: +104.64% to date – Confidence: not significant
©2010 Earthbound Media Group | earthboundmediagroup.com 36
IMPACT OF TESTING – Case Study:
Applying the Findings• Testing refines and clarifies understanding of
target audience psyche and online behaviors, informing your:
– Online marketing copy and design decisions and strategic plans (keyword lists, etc.)
– Website optimization tactics and design decisions– List purchases and publishing channel decisions– Public relations and advancement outreach efforts
©2010 Earthbound Media Group | earthboundmediagroup.com 38
MULTIVARIATE TESTING & YOU!
How Do You Introduce It?• As a piece of the online marketing optimization solution:
– Define testing goals and success metrics, toward developing and overall testing strategy– Employ stakeholder input and feedback throughout testing waves– Begin at the beginning with A / B testing before MVT– Select less visible areas of the site for testing first, ensuring they present a strong
opportunity to impact your bottom line– Seek to uncover big preferences first rather than testing granular details
©2010 Earthbound Media Group | earthboundmediagroup.com 39
MULTIVARIATE TESTING & YOU!
What Can You Expect?
Challenges• Strain on your left brain• Prioritizing test initiatives and taking action on results• Lack of clarity about departmental ownership• Lack of clarity about accountability
©2010 Earthbound Media Group | earthboundmediagroup.com 40
MULTIVARIATE TESTING & YOU!
What Can You Expect?
©2010 Earthbound Media Group | earthboundmediagroup.com 41
MULTIVARIATE TESTING & YOU!
What Can You Expect?
Payoffs• More Conversions & ROI• Increased Customer Satisfaction• Enhanced Patient Experiences
©2010 Earthbound Media Group | earthboundmediagroup.com 43
MULTIVARIATE TESTING & YOU!
What Can You Expect?
©2010 Earthbound Media Group | earthboundmediagroup.com 44
MULTIVARIATE TESTING & YOU!
How Can an Agency Support You?• Education and information
©2010 Earthbound Media Group | earthboundmediagroup.com 45
MULTIVARIATE TESTING & YOU!
How Can an Agency Support You?• Maximize efforts
©2010 Earthbound Media Group | earthboundmediagroup.com 46
MULTIVARIATE TESTING & YOU!
How Can an Agency Support You?• Test vendor selection support
– 9-10 leading vendors– Methodology:
• Full factorial• Partial factorial• Proprietary
– Service Offerings:• Self service• Managed service• Full service
– From $ to $$$$
©2010 Earthbound Media Group | earthboundmediagroup.com 47
MULTIVARIATE TESTING & YOU!
How Can an Agency Support You?• Full integration with online marketing initiatives
– Search Engine Marketing (PPC, Display, etc.)– Email Marketing– Website Marketing– Direct Mail / Print– Broadcast– Out of Home– Etc. . .
©2010 Earthbound Media Group | earthboundmediagroup.com 48
Q & A
SLIDES AVAILABLE AT:
Blaine BehringerManaging [email protected]
PPT available at:http://www.slideshare.net/EarthboundMediaGroup
Live Webinar Recast: Wednesday September 29th, 2010 @ 10AMRegister at www.earthboundmediagroup.com
Tammy VeachExecutive Director, Marketing & Public [email protected]