1. Content Testing & Optimization (CTO) April 29, 2010  One to One Interactive, 2010. All rights reserved.

2. Agenda

3. What Is Content Testing & Optimization? %? Sale! (But how many made it through?)

4. The Main Question “Can we rapidly test new landing page elements -- or entirely new pages -- to continue to lift our site’s conversion rate?”

6. How A/B/N and multivariate test strategies are designed

7. How CTO can lead to significant lifts in conversion, revenue and ROI

9. Approach To Content Testing and Optimization Objectives Create ROI positive sustainable improvements in content performance against desired actions Build ongoing optimization engine Approach Conduct test in waves against specific objectives Design tests to always achieve statistical significance with rapid turnaround times (2-6 weeks) Test Formats Content development (A/B/N testing) Content elements (multivariate optimization testing)

14. Most popular complaint to A/B/N testing “But I don’t know why that page won!” Solution? Eye Tracking

17. Any findings are determined via methods such as eye tracking or link analysis, though the specific “what’s most important on this page?” answer may not be available… yet

19. Design style

20. Text surrounding, “prompting” CTAs

21. Color

22. Location

23. Size

24. Prominence

25. Highlighted feature content

26. Size

27. Theme

28. Location

29. Quantity

30. Prominence

31. Style – lifestyle, product

32. Headline within imagery

33. Clickability of image

34. Style – story v. straight

35. Size

36. Location

37. Color

38. Length

39. Case sensitivity

40. Style – story v. straight

41. Search keyword matching

42. Banner ad image matching

43. Search / banner message or offer matching

44. Trust message

45. Testimonials/Statistics

46. Geo/demo message

47. Feature information in pop-ups

50. Headline 3

51. Message 4

52. CTA 4

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59. Aliqua. Utenim ad minim veniamRecipe A All Winning Elements Options From Wave 1 Conversion Rate: 16.7% Recipe D All Winning Element Options exceptHeadline #2 Conversion Rate: 23.5%

62. Estimate actionable volume based on projected traffic

63. Extend and/or remove tests due to insufficient volume or timeOptimization Wave: Lower-Volume Traffic Source Redesign Removed Optimize Removed

65. Revenue per visitor

67. Action Rate (percentage of visitors completing a valued non-sale action)

69. Be careful that success isn’t determined by a point too early in the funnelReach Step 40% Reach Step 34% Reach Step 28% Convert 18% Landing Page A 40% Clickthrough Step 1 Step 2 Step 3 Conversion Reach Step 30% Reach Step 27% Reach Step 25% Convert 23% Landing Page B 30% Clickthrough Step 1 Step 2 Step 3 Conversion

70. Forecasting Incremental Revenue Conversion Rate Projected Conversions 1-Mo Visits Projected Annual Visits = 2.00% Winning Design 24,000 x 12 = x 100,000 1,200,000 = 1.80% Champion Design 21,600 Key Questions How many visits does your tested page receive per month? How long will you continue to award credit to the new, winning page? 12 months? How many conversions or other desired outcomes is your winning page expected to provide over your Champion? What’s the value of each desired outcome -- in terms of average lifetime revenue if available? Projected Additional Annual Conversions +2,400 x Sample Return Estimate Estimated LifetimeValue Per Conversion $600 Projected Total Incremental Revenue $1,440,000 Revenue - Cost = ROI Cost

71. Case Studies

72. Case Studies: Comcast 2009 Results Test Champions Test Winners Conversion Rate Metric 11% Lift In Conversion Rate Wave 1 24% Lift In Conversion Rate Wave 2 66% Lift In Conversion Rate Wave 3 36% Lift In Action Rate (over lowest performer) Wave 4

76. Primary Image

77. Call To Action Colors1 2 3

78. Case Study:Variable Elements “Champion” Elements “Small vs. Big” Elements “Dream Big” Elements “Compare” Elements Headline Primary Image Call To Action Colors

79. Case Study: Winning Pages winner winner Question: “Does matching landing page content to the campaign creative shown make a difference in clickthrough?” Answer: For all creatives tested: yes Mixed Landing Pages Creative Clicked On Fully Matching Champion winner winner

80. Building Your Library

85. By engaging in the ongoing process of content testing, firms can rapidly implement new content to generate increased response, resulting in steady lifts in conversion, revenue and return on investment (ROI)

86. GIVE IT A TRY!