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Presentation from the Razorfish Client Summit on April 22, 2009 with Jamie Yaptinchay Prins
Citation preview
Driving Profit in the Downturn:Using Data to Improve Website Performance
and Drive Business Results
Marisa Gallagher and Jamie Yaptinchay
Who We Are
Marisa Gallagher• Vice President, User Experience• 8+ years with the company• Clients: Cisco, Disney, Ancestry, Genentech, McKesson, Sun Microsystems, Singapore
Airlines, Napster, Farmers Insurance, NASA, Visa, ESPN, ABC• Studied Anthropology and Film at Notre Dame, Business at Haas• Worked at the early days of CNET and LookSmart• Areas of focus: uses of narrative and data, media & entertainment, travel, enterprise
Jamie Yaptinchay• Strategist, Site Optimization• 4 years with the company• Clients: 50+• Double degree in Informatics and Economics at University of Washington• Early Atlas analyst and pioneer in use of the Atlas tag for site-side analysis• Areas of focus: translating data to business goals, SO, combining qual + quant
Page 2 © 2009 Razorfish. All rights reserved.
Why Data + Profits = Marketing Needs to Sharpen Its Focus
88% of CMOs are seeing
the downturn wreak havoc on their budgets and plans
Page 3 © 2009 Razorfish. All rights reserved.
Let’s Get Down to Business
Setting Perspective
The Top 10 Profit-Driving Uses of Data
Page 5 © 2008 Razorfish. All rights reserved.
1. See how you measure up
2. Don’t play hard to get
3. Know where you’re coming from and going to
4. Dig for (buried) treasure
5. Follow your treasure trove
6. Don’t play 20 questions
7. Don’t fumble in the end zone
8. Raiders of the last log
9. Explore the space-time continuum
10. Track your buzz, hug your haters
Start with a Hypothesis – Map Your Customer’s Flow
Page 6 © 2008 Razorfish. All rights reserved.
Use the timeline below to map a typical (core or new type) customer’s relationship to your brand.1. Plot 3-5 key experiences your customers have on the way through the gates of the funnel.2. Mark down when and where those experiences happen and why they are so key to your funnel.3. Identify 2-3 questions you have about this flow – ideas you have a hunch about and want to investigate.
AREAS FOR INVESTIGATION:
A. B. C.
You rock!
You suck!
zeroemotion
preference
conversion
consideration
awareness
Start with a Hypothesis – Map Your Customer’s Flow
Page 7 © 2008 Razorfish. All rights reserved.
AREAS FOR INVESTIGATION:A. Increase word of mouth, add reviews? B. Increase trial – online demos? C. Increase retention - expand newsletter pilot
+ reup options
You rock!
You suck!
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preference
conversion
consideration
awareness
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EXAMPLE
Diving Into the Details
Seeing the Ideas in Action
1. See How You Measure Up
Page 9 © 2008 Razorfish. All rights reserved.
CONVERSION RATES BY VERTICAL*
Average Min Max
Financial 15.4% 0.3% 87.1%
Pharma 5.9% 1.2% 16.6%
Publisher - Content 36.8% 25.0% 48.7%
Retail 11.4% 0.0% 68.3%
Travel 10.1% 0.1% 25.5%
Averaged 15.9% 5.3% 49.2%
Do you have room to move? Are you closer
to the floor or the ceiling?
What: Know your conversion rate and how it compares to others
Why: Knowing how you’re doing, and how much you could improve, is half the battle
How: Use traffic + sales data, web analytics, or SiteOps diagnostics
*sample stats only
2. Don’t Play Hard to Get
Page 10 © 2008 Razorfish. All rights reserved.
Search marketing is too big to ignore – your competitors will be using it, if
they aren’t already
What: Investigate and fix your search ranking
Why: If your customers can’t find you, they can’t buy from you
How: Take on the quick hits yourself - then dig deeper with an SEO specialist
3. Know Where Your Coming From & Going To
Page 11 © 2008 Razorfish. All rights reserved.
Is every page your “home page”?
What: Review your referral sources and entry points
Why: Knowing your users’ traffic flow allows you to change it
How: Check your web analytics reports
4. Dig for (Buried) Treasure
Page 12 © 2008 Razorfish. All rights reserved.
E-commerce
What: Identify your site’s critical pages and hidden gems
Why: Find out where you need to focus attention
How: Check web analytics for traffic, time on site, and patterns/anomalies
Media & Entertainment
5. Follow the Treasure Trove
Page 13 © 2008 Razorfish. All rights reserved.
What: Test and optimize critical pages and hidden gems
Why: Fixing the freeway will help users get to the destination
How: Run in-page diagnostics, a site survey, or usability test on the pages
Test to understand users’ behavior
6. Don’t Play 20 Questions
Page 14 © 2008 Razorfish. All rights reserved.
What: Remove unnecessary form fields and steps in your processes
Why: Nothing needs to stand in your customers’ way, particularly you
How: Run a usability test or in-page/form field diagnostic
Only dogs like to jump through hoops
7. Don’t Fumble In the End Zone
Page 15 © 2008 Razorfish. All rights reserved.
What: Clean up confirmation pages and cart handoffs
Why: If someone gives you their credit card, they usually want you to use it
How: Check web analytics, run A/B tests or in-page drop-off diagnostics
The most critical drop-off point occurred after
users actually submitted application
forms.
This represents a loss of over 3,600 card
applications
8. Raiders of the Last Logs
Page 16 © 2008 Razorfish. All rights reserved.
What: Review your search logs
Why: Users use their own words to tell you what they’re looking for
How: Pull or customize the base report that comes with your search package
Even Google and Zappos can offer Insights
9. Explore The Space-Time Continuum
Page 17 © 2008 Razorfish. All rights reserved.
What: Investigate how seasonality and geography affect your users’ behavior
Why: Knowing when and where = relevance
How: Check public tools, web analytics, and custom reports
“We’ve moved our publication schedule because the news environment has shifted and we’ve been listening to you.”
– Time Magazine
10. Track Your Buzz, Hug Your Haters
Page 18 © 2008 Razorfish. All rights reserved.
What: Listen to your customers
Why: Being the last to know your product sucks is bad for business
How: Explore the continuum of tools – from Google Alerts to Nielsen BuzzMetrics
Even disappointment can lead to a better relationship – if it’s thought of as one.
Thank YouMarisa Gallagher
[email protected]/marisagallagher
Jamie [email protected]
www.twitter.com/jamiey
Appendix - Abandonment Rate
Page 20 © 2008 Razorfish. All rights reserved.
ABANDONMENT RATES BY VERTICAL
Average Min Max
Financial 41.14% 21.30% 70.91%
Pharma 48.81% 25.45% 72.56%
Publisher - Content 53.20% 29.22% 85.79%
Retail 26.85% 11.61% 83.87%
Travel 47.46% 9.48% 94.68%
Do you have room to move? Are you closer
to the floor or the ceiling?
What: Know your abandonment rate and how it compares to others
Why: Knowing how you’re doing, and how much you could improve, is half the battle
How: Use traffic + sales data, web analytics, or SiteOps diagnostics