engage 2013 - targeting and delivering content
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TRANSCRIPT
Targeting: Identifying Opportunities, Segmenting Visitors & Delivering Optimal Content
Jason Miller, VP of Technology, Motorcycle Superstore Allen Harper, UI/UX Dept. Manager, Motorcycle Superstore
Jay Sahourieh, Director of Sales – Optimize, Webtrends
Agenda
• Introducing Motorcycle Superstore • Using Webtrends in innovative ways
– Testing and targeting today – Putting segmentation to work
• Q&A
WHAT SUCCESS LOOKS LIKE Introducing Motorcycle Superstore
Jay Sahourieh, Webtrends
Who is Motorcycle Superstore?
• Largest pure eCommerce player in space – Founded 1997 – Gear, apparel, parts, and accessories for
motorsports – Over 150,000 active SKU’s – Top 10 of all sporting good sites – #197 on Internet Retailer
• Early technology adopter
Staying Ahead of the Curve • Visibility
– Knowing what’s working, what isn’t – Taking appropriate action
• Enabling key technologies – Advanced targeting – Segmentation
• Better engagement – Higher conversion – Increased revenue
A CULTURE OF TESTING Evolving a Successful Online Business
Jason Miller, Motorcycle Superstore
Changing HIPPO Culture
• Who drives decisions?
Testing: Know for Certain
• Best performance from all pages • Facts, not opinions • CTA buttons, colors, placement, content • Test everything!
Test to Significance
• Winning content becomes obvious • Deploy winner across platforms & devices
What did we test first? Shopping cart.
• Tactical tests • Fast results • Significant impact
Making Checkout Easier
Improving Delivery Date Visibility
Showing “Pay with Credit Card”
Removing Pre-Checkout Roadblocks
Maximize Your Marketing Spend
• It’s not all about the shopping cart • Look for data points to improve customer
experience – Email campaigns – SEM conversion
Mobile Detect and Redirect
Since Those Tests…
• Integrated testing into standard practices
• Agile, nimble, responsive
• Testing evolves with our business
New Addition: Webtrends Streams
• Browse 3 or more jackets, get promo for jackets—seizing the moment of interest
OPTIMIZING ALL CHANNELS Putting Segments to Work
Allen Harper, Motorcycle Superstore
Users On the Go Drive Multi-Channel Needs
Segments Within Optimize Ensure We Hit Our Targets
User Targeting • Mobile Devices • Geo-Location Targets • Ride Style Utility Segmentation • Sale/Non-Sale • Marketing Channel
Filtration
Webtrends Alerts… Something’s Amiss with the iPad Users
“Hovering” Blocks the Funnel No-Hover State
Hover State
Isolating the Problem
Throttling the Traffic
• Only iPad users
• 100% iPad traffic
What We Tested: Finding an Optimal
• Variation 1: Display color options all the time • Variation 2: Do not display color options
“Always Displayed” Creates Lift
Old Method
New Method: Across All Channels
“Always Be Testing”
OPTIMIZATION DRIVES SUCCESS
In Conclusion…
Jay Sahourieh, Webtrends
Data Driven Culture • Test to determine what’s best for the user
experience at an individual level – Keep customers onsite – Keep customers coming back
• Better data = better targeting – Provides better customer experience – Leads to increased revenue
Top 3 Take-Aways
1. Make testing part of your business 2. Optimize across channels 3. Use targeting to provide a better
customer experience
