Advanced Conversions: Testing, Techniques and Localization

Bill YucatonisVice President of MarketingEverest Gaming

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Unique International FocusWe focus on international markets and take great pride in our

deep localization marketing expertise:

Since our creation in 1997, Everest Affiliates has become a reliable leader in international affiliate marketing.

Everest Affiliates offers Award-winning gaming platforms and a state-of-the-art affiliate portal.

Everything we do - software, websites, marketing materials and customer service – is localized in 15 languages.

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We need each other – but things have changed.

Relies on 3rd Parties More the better Control not needed

Chase the money Loyalty not needed One or two tricks

Brand Protection Channel ConflictMeasure, Measure

Mistrust. Reliability. Partnership Robust (Agile) Machine

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MARKETERS

AFFILIATES

UNDERSTANDING CONVERSIONSWHAT ARE THESE LINES IN MY WEB LOGS?

Section 1:

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What’s your test: Reverse Engineer to Find it.Good News! You already know your best visitors.

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Now work backwards.• Segment them.• How did they convert?• Where did they come from?

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Attack like a real life experience.Question: If you had two retail stores selling the same

product, and store A was outperforming store B, what do you do? – Answer: You analyze salespeople, location, signage,

merchandising etc. Right!

Do you treat web marketing differently?Many take the fire hose approach.

—If 100 people come to my site and 5 do what I want, then to get 10 people to convert I need to drive 200 people to my site. I’ll just optimize my search rankings, right?

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3 types of visitors to your website: —No’s: those that will never take a desired action—Yes’s: those that will always take a desired action—Maybe’s: those that just may take a desired action

No’s

No-Maybe’s

Maybe’s

Yes – Maybe’s Current conversion rate

Maximum conversion rateFocus Area

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Persuasive ArchitectureCreate Persuasive Momentum

↓ Who are we trying to persuade?

↓ What is the action we want someone to take?

↓ What does that person need in order to feel confident taking that action?

Building the Momentum:

↓ Driving Point↓ Funnel Points↓ Resolving Doors↓ Waypoints↓ Conversion Beacon↓ Conversion Point

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My Golden Marketing Rule:Control EVERYTHING you can.

Campaigns that can be controlled

Main Offer

Navigation

Homepage[front door]

Custom Page[deep link]

Enters your Site Warm Transfer

Unknown traffic that can’t be directed

Their Offer

Conversion

Be a traffic cop!

Serve the most relevant as you can assume. This is where you test for certainty.

Push your account manager to continue the custom momentum

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The single biggest mistake advertisers have is not seeing their traffic as real people.

Personas act as a representative stand-in for a large class of representative visitors of your site—Name and picture—Demographics (age, ethnicity, family status)—Job title and professional responsibilities—Goals and tasks related to your site—Personal environment (physical, social, tech)—A quote that sums up this person – personality is key

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Personas – see your customers as real.

Karl SchmidtKarl is in his early twenties and attends University. Karl cares about fashion, being “cool” and escaping every once in a while in his music or games. He’s an avid poker player.

—20-year-old German college student—Single, but in a relationship—Clerk at a local internet café part-time—Influencer for new gadgets amongst his peers—Spends a lot of his time on the internet—Social networking is how he communicates with friends—Always wants the “latest and greatest” – fashion, gadgets, gear, etc—Quote: “Poker is cool because I can win money, have fun, and get an adrenaline rush anytime I want from campus”

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Create a total impression of personality (locally).

eCRMEvery email and in-game communication

EventsThose that are supported and those that are created

MediaWhere we engage consumers and how

ActivationWSOP Final table activation

Home AssetsWeb sites, in-game and all owned-channels

CreativeCreative executions at all touch-points

Team EverestAmbassadors being embodiment of brand

It’s not about how much you spend…

TESTING AND ANALYSISLET THE TESTING BEGIN – WAIT; HOW?

Section Two:

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Getting Started ChecklistExternal Factors

—Seasonal traffic or bumps?—Any major news or significantly new marketing?—Introducing any new products/services?—Competition landscape?

Traffic Sources and the Site—What sources will you use?—What’s the current baseline?—Anything off-limits?—What’s been tested in the past?

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Types of VariablesPage components

—Page itself—Headline —Promotion—Banner or graphic (style,placement)—Content (keywords, tone, length)

Page Environment—Colors—Navigation—Structure—Legitimacy

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Types of Testing Just do it. Creative Testing:

Pushing your partner to help you compete Knowing why, where and what

Full Page/Full Site Testing: A/B Split Testing

—Compare design A to design B in its entirety Multivariate Testing

—Full factorial– Google Web Optimizer

—Fractional factorial– Taguchi, Latin Squares, Plackett-Burman

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Creative TestingPush your program to help you understand what

type of creative will work on your site. Hold us accountable, and test to prove it.

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Full-Page A/B TestingA simple A/B split test is the single most effective

micro-testing technique that will help you optimize your conversion rate.

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Full Page Multivariate TestingA multivariate (MVT) test enables you to test

multiple elements simultaneously. You can test more elements at once, and you also

get information about which elements were significant.

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Selecting a Full Page Testing MethodA/B Testing

—Less than 25 conversions per day—Testing a full page redesign—Testing less than 10 recipes—Testing just a single variable (e.g. offer or headline)—You only have the time or resources to do one test

Multivariate (full or fractional factorial)—>25 conversions per day—>10 recipes—Testing multiple page variables—Need to explain/understand main effects

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There is no Free Lunch.Sacrifice a small dip for a big gain.

– Be willing to suffer short term gain for possible large long-term increases

Collect Enough Data.Don’t watch the pot boil.

– This is a common mistake that can lead to both incorrect assumptions, or worse: optimizing on the fly.

– Get to a confidence level (90+%) you feel comfortable with

Don’t forget about delayed conversions.– Rev share comes in over time, so set milestones that you can

benchmark results to. – CPAs may have hurdles as well.

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Take a risk. Don’t settle. Design for them. Be Local. Through the lens of your customer. Identify a control. Strive for better. Leverage your account manager.

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Bill YucatonisVice President of Marketing

Itsik AkivaBusiness Development Manager

Dorrit BorensztajnRegional Director