Has an Executive Sponsor Got Your Back?
- Without executive sponsorship it’s hard to overcome organizational inertia
- Senior executive should within a key stakeholder group for WA (e.g. ecommerce, marketing, etc)
- They should have enough power and influence
- Depending on the WA maturity the sponsor executive may vary (tactical to strategic)
- Executive sponsor responsibilities
- Align WA program with corporate strategy
- Protecting the WA team from other initiatives/corporate politics
- Solving problems like budget constraints
- Promoting the success of the WA program
- Effective executive sponsor should be committed and involved
Online Accountability: Are You Data-Driven or Merely Data-Informed?
- Without accountability your organization is just data-informed
- Establish clear goals
- Regularly talk about the performances
- Give feedback and maybe rewards – can be adversarial
- Accounting should start at the top. Lead by example
- Expand beyond web KPIs
Soft vs Hard Bounces: A Closer Look at Bounce Rate
- Hard bounce rate = Bounce Rate on new visitors
- Soft bounce rate = Bounce Rate on returning visitors
Switching to a Data-Driven Culture
- You have appeal to the rational and emotional sides
- Sometimes resistance is lack of clarity
- Laziness can be exhaustion
- Look at what works well instead of was is not working well – easier to promote
- Provide actions that have to be taken to change
- What does this mean for the near future?
- Surprise people – testing stuff is a great tool
- Try to achieve lots of small goals instead of one big one
- See failures in execution as learning not as failing
- Provide a data-driven environment
- Build habits – repeat, repeat, repeat
- Provide workshops for homogeneous groups
Five Times to Test: 4 — When you spot an opportunity in your analytics
- Often hypotheses drive testing
- But you can generate hypotheses with analytics
- They took the ~50 top-selling products and plotter conversion rate and avg. selling price
- Look for outliers
- Positive outliers: try to promote them more prominently
- Negative outliers: Check at least the page – is it broken? No content?
Is Your Data-Driven Organization Heading into a Lake?
- Data should inform and shape not dictate or control
- It’s like science: intuition helps to understand and inspire, data helps to check and reject
- It helps you question your assumptions
- Data-informed: nice to know this information
- Data-driven: acting on the information
Are You Using Web Analytics To Power & Improve Your Testing?
- Don’t test randomly, test with hypotheses
- Benefits of WA:
- Helps you to understand your testing efforts in context
- Helps you to prioritize testing areas
- Helps you to improve your decision maing
- Provides insights that help you to make even better tests
- Things you should do:
- Analyze your conversion funnels
- Start higher up the funnel (note: in contrast to previous article)
- Check your top landing pages that have high bounce rates
- Check heat maps for your testing pages – what is the customer intent?
- Set alerts for new highly visited pages
- Improve your test plans with analytics insights
- WAs and testing people should work together
Never a Failed Test
- Testing is a long-term strategy
- Does every test answer a clear business question?
- Do you know before the test what you do, depending on the results, afterwards?
- Negative lift is even good lift – you learned something!
- Do you think testing is valuable or risky?
- Do you have to hit the big wins? – This can interfere with your learning ambitions
Why we do what we do: Garbage in and Garbage Out — Congruence Bias
- “the tendency to test hypotheses exclusively through direct testing, in contrast to tests of possible alternative hypotheses”
- Example: Hypotheses: Button 1 opens the door, not Button 2; Test: Just press Button 1 and check if it opens the door
- In web testing: Test picture against no picture, or CTA against no CTA
- It’s easy to get big results but not great answers
Great summary/overview: Digital Governance: Best Practices from the Trenches
Avoid “anticipointment”: bridging the gap from ad to site
- Ads and web site work together – don’t just invest a ton in one medium
- Marketeers fall easy into the ad trap because it’s easier than creating an usable, engaging web site
- People expect that the click from the ad will be of even more value than the ad
- Online Marketing Value Chain: Basically Customer Lifetime Cycle
Most of these steps will be on the web site!
- Click ad, engage deeper in the landing page
- Make their way through conversion opportunity
- Become loyal customer
Creating a Successful Lead Nurturing Strategy, Part III: When Should I Call?
- Call within 5 minutes of the initial contact
- Call early at morning or late in the afternoon
- Call on Wednesday or Thursday – I personally tried this against Monday and Friday and it was highly effective
- Call them up to four times and send one email in the first 24h
- Test these tactics
Creating a Successful Lead Nurturing Strategy, Part IV: Your Long-Term Strategy
- The main is not to sell but to maintain a relevant conversation
- Offer relevant and personalized content – recent study showed that most content simply sucks, so watch out
- Email – automated, personalized and relevant; reports, tips, guides, best practices
- Phone – Follow up; provide deeper information, answer questions
- Direct mail – reinforce what you’ve talked about; again personalized and relevant
- This process should be repeated maybe once a month
Optimization Is Greater Than the Sum of Its Parts
- Testing & Targeting are greater than just once
- however often they are siloed
- Start with testing and segment the results
- This helps you to find better content for targeting
Building a Business Case for Optimization
- Biggest problems are processes and politics
- They hadn’t ownership over the site
- Testing generates positive ROI!
- Optimizing landing pages increases off-site ROAS (Return On Ad-Spending)
- Test to fail faster – some of your assumptions are probably wrong
- Dig into analytics, segment and provide insights
The Collaboration of Testing Ideas
- Include other people and departments in your testing
- Often people in development, IT, creative, etc. have ideas – just ask them
- Test Ideas:
- Test different landing pages: home page, product page, internal search, etc.
- Reinforce ad text/graphics on the landing page/multipage setup
- Test ads
- Test incentives for submitting to your email database
- Test emails
- Build a story with the ad and following pages
- Test different viral/referral elements: coupons, vouchers, …
- Test different forms
- Test % Off vs. $ off
- Test your CTA copy, size, color, style
- Test scarcity on offers
- Test different copy approaches: informative, funny, benefits oriented, etc. and analyze segment behavior
- Test signs of trust: security message, shipping info, return policy, etc.
- Test geographical targeting
- Test simple content vs. rich media
- Test content vs. no content
- Test free shipping vs. % off vs. $ off vs. guarantee vs. …
- Test promotion tresholds: 10% on $50 vs. 15% on $100
- Test different internal search results – hand picked, automated, editor picks, big brands, cheapest first, best selling first, highest rating first, etc. and segment(!)
- Understand your goal – what are you’re trying to improve?
- Start with the bottom in your funnel – it’s easier to get more impact
- Try to understand why alternatives work better
- Try to improve one theme at a time, e.g. decrease registration drop off, copy style, etc.
- Focus on big things: product shown, pricing, primary copy, images, offer, CTAs
Five Times to Test: 1 — When you need to optimize beyond the click
- Data without analysis and communication is not very useful
- Even then without taking action, it’s practically useless
- Often lots of money is invested in driving traffic but less in converting the traffic
- Example: large business $100MM PPC budget, less than $200k for optimizing landing page/website
- Mark Typer, Wunderman: 15% Optimization, 85% Ad spending
Five Times to Test: 2 — To resolve internal disputes
- Do you have a dispute? Just test the idea
- Similar things can work different on different websites, e.g. CTA wording