Best Practices for Effective Website Testing & Optimization (Webinar)

Best Practices for Effective
Website Testing & Optimization
Audio: Use your microphone and speakers or call in

May 10, 2012 • 2 pm ET using your telephone.
Phone Number: (951) 266-6127
Webinar ID: 401-216-672

Follow @monetate on #testingwins

Effective Website Testing & Optimization

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available at monetate.com/webinars within 1 or 2
business days.
#testingwins


Bryan Eisenberg
Bryan & Jeffrey Eisenberg & Associates

Carlos del Rio
Director of Conversion Analysis & Digital Strategy
Unbounce

Adam Figueira
Product Marketing Manager
Monetate

#testingwins


Bryan Eisenberg
@TheGrok
#testingwins

Bryan Eisenberg
Professional Speaker, Best Selling Author, Online Marketing Authority
• Co-author of The Wall Street Journal, Business Week, USA Today and
New York Times bestselling books, Call to Action, Waiting for Your Cat
to Bark? and Always Be Testing.

• Keynote speaker for corporate events and conferences such as Search
Engine Strategies, Shop.org, Direct Marketing Association,
MarketingSherpa, Econsultancy & other leading marketing events.

• Board member of Search Engine Strategies, the eMetrics Marketing
Optimization Summit and several venture capital backed startup
companies, including Monetate.

@TheGrok #testingwins

Make the vendor evaluation process easier!
• 5 best practices in website optimization that
your solution must support.

• Questions each stakeholder involved in the
buying process can use to evaluate testing
solutions.

• Profiles of introductory, landing page and
enterprise-level testing and targeting solutions,
including my likes, dislikes, and judgment calls on
what each solution does best.

• Bonus: An appendix with sample RFP questions http://pages.bryaneisenberg.com/buyers-guide
that you can include in your buying process.



1. Message consistency across channels
• Follow the scent trail (PPC, display, email, affiliate,
social media, etc.).

• Use similar creative and messaging from inbound
channels on your landing page and throughout the
website experience.

• Ensure visitors don t feel they ve been taken off trail
or you will lose them.

• Make sure your testing solution doesn t make your
ability to target website visitors impractical.



They Maintain Scent

© 1998 - 2012 BryanEisenberg.com & @TheGrok



What is the Scent Quality?
Brand
Image
Offer
Category
Product




Good Use of Scent




Even Better Use of Scent
Brand
Image
Offer
Category
Product




Landing Page Optimization Is Not Enough!



You Need to Look At All Customer
Journeys & Processes




2. There is no Finish Line in Optimization
• If you re aiming to get to a point where you re
finished with optimization, you re missing the point.

• Not uncommon for companies to feel this way since
website testing and optimization is often viewed as
very resource-intensive.

• Assure your costs aren t dependent on the number of
server calls or tests launched in a month, or the
duration of your campaigns.

• Ask about: 1) Quick implementation; 2) Hidden
charges; 3) Support from a team of experts.



2. There is no Finish Line in Optimization

Source: Econsultancy



3. Targeting for the Real World
• Simple segmentation can move the needle: New
versus returning, or U.S. versus international.

• Extend targeting to traffic sources, demographic
profiles or real-time visitor behavior.

• Put customer segmentation in the hands of marketers
and not in the control of IT experts. Avoid hearing:
We ll get to it when we can.

• Ask: How many concurrent testing and optimization
campaigns are clients running?




Known Customer Attributes:
New Visitors




Geographic Targeting:
International Visitors




Location-based Targeting:
Spring Weather




Technographic Targeting:
iPhone Users




Inbound Marketing Channel:
Afﬁliates



4. Increase Revenue Across Channels
• Customer experience often extends channels, i.e.,
email, search, affiliate, merchandising, advertising,
brick-and-mortar and more.

• Promote growth across the organization by making
sure testing isn t centralized in one department.

• Ask: How many users will be able to log in and use
the tool?



4. Increase Revenue Across Channels



4 variables most strongly correlated
with improved overall conversion:
1. Perceived control over conversion costs.
2. A structured approach to Conversion Rate Optimization (CRO).
3. Having someone directly responsible for CRO.
4. Incentives for staff based on conversion rates.


Perceived control over
conversion rates


Do you have a structured approach
to improving conversion rates?


Methods currently used for
improving conversion rates


Number of staff responsible for
improving conversion rates



5. A Culture of Testing Sparks Innovation
• Spending minutes rather than weeks on a simple test
like which form fields are required during checkout will
allow you to make data-driven decisions.

• When website testing and optimization is IT-light and
easy, it becomes a habit within the organization that
drives marketing strategy.

• If your idea of testing is evaluating a red versus a blue
button, think again. Think bigger than buttons.
Way Bigger.



5. A Culture of Testing Sparks Innovation

"Sometimes when you innovate,
you make mistakes. It is best to
admit them quickly, and get on
with improving your other
innovations."



Buyer s Guide Vendor Proﬁles
Built for the enterprise ¦ Built for the marketer ¦ Built for scale

Landing Page Tools Tools for the Enterprise

* *

• LiveBall • Adobe Test & Target
• Autonomy Optimost
• Maxymiser
• SiteSpect

* Recommended


thank you

Bryan Eisenberg
@TheGrok
#testingwins


Carlos del Rio
@unbounce
#testingwins


Who is Carlos del Rio?
"Unbounce allows us to regularly • Co-Author of User Driven Change: Give Them
experiment with concepts and What They Want and A Strategic Framework For
strategies that would be far too time Emerging Media
consuming and costly if we had to
involve our development team. They Follow @inﬂatemouse on Twitter
have struck a great balance between
ease of use and features that you
rarely see in a tool this affordable.
Unbounce helped us develop PPC
landing pages that converted 20%
higher."

Craig Barrett, Director of Search Marketing
Sparefoot.com

@unbounce #testingwins


1. The benefits of starting with one landing page
• Controlled hypothesis
• Small chance for mis-step
2. Using a self-service tool
• Ease
• Control
• Speed
3. HootSuite Case Study
• Pricing Test
4 Knovio Case Study
• Headline Test



1. The beneﬁts of starting with one landing page

• Controlled hypothesis
• Small chance for mis-step



2. Using a self-service tool

• Ease
• Control
• Speed


Requirements for a Great Landing Page
1. Headline

2. Demonstration

3. Value

4. Support

5. Action



HootSuite Case Study: Price Test

12% Lift



Knovio Case Study: Headline Test

2% Lift

thank you

Carlos del Rio
@unbounce
#testingwins


Adam Figueira
@monetate
#testingwins


@monetate #testingwins


Best Practices
1. Message Consistency

2. Total Experience Optimization



Message Consistency
• Cognitive Dissonance Theory (Leon Festinger, 1957)
- People desire harmony and seek to avoid inconsistencies
- Inconsistencies create confusion and occur when expectations and reality differ

• Marketers must focus on consistency and reinforcement whenever
the landing page and conversion page differ.


• Applies to
- Message, offer, look and feel
- Any offsite campaign

• Doesn t always mean repetition



20% Off Email Promotion

Homepage Product Detail Checkout



Move Beyond the Landing Page
• Consistency is still key, but graduating to a new level
• Additional actions and tactics
• Total Experience Optimization



Total Experience Optimization
• Deﬁnition:
One or more campaigns that seek to optimize the visitor s experience
across each stage of the buying process.

• 3 Pillars of Online Success
1. Guide: Ensure your product/offering is easy to ﬁnd.
2. Curate: Ensure that a purchase decision is easy to make.
3. Expedite: Ensure that checkout is fast and frictionless.



Guide
• Goal:
Get the visitor to the right page as quick as possible.

• Tip:
Get in front of the results page.

• Predictive, type-ahead results including:
- Image thumbnails
- Names and descriptions

• Target based on:
- Inventory
- Ratings



Curate
• Goal:
Present the information visitors need to make a purchase decision.

• Tip:
Less is more.

• Badging:
- On Category and Product Detail Pages

• Target based on:
- New versus Returning
- Consumer Preferences



Curate



Expedite
• Goal:
Deliver a fast, intuitive checkout process.

• Tip:
Run tests against new visitors ﬁrst.

• Offer Codes:
- Automatically apply codes for eligible visitors
- Test hiding the coupon code box



Expedite



Deconstructing
Full Service versus Self Service



The False Dichotomy
• Either/or deliberately eliminates the middle ground.

• Tool must be easy enough for you to use, but also provide for:
- Extension of resources
- Strategic guidance and prioritization
- Knowledge of best practices
- Experience with testing
- Complete website agility that doesn t exist inside any tool

• Great cars require great drivers (you or the testing tool).

• Success involves more than just who s behind the wheel.


thank you

Adam Figueira
@monetate
#testingwins


Questions & Answers
Follow @monetate on #testingwins

Best Practices for Effective Website Testing & Optimization (Webinar)

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