insider's technology guide to measuring and improving your roi
DESCRIPTION
Workshop and panel given at the National Arts Marketing Project Conference in Charlotte, NC on November 10, 2012 by Dan Leatherman & Caleb Custer.TRANSCRIPT
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INSIDER’S TECHNOLOGY GUIDE TO MEASURING AND
IMPROVING YOUR ROICaleb Custer & Dan Leatherman
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@calebcuster @danleatherman
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HELLO.2
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I'm Dan.
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I'm a Designer.5
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Measurement & R.O.I
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Essential Methodology1. Who2. What3. When4. Where5. Why
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• Designers
• Developers
• Project Managers
• Marketers
• Business Development
• Future Clients
• Current Clients
• Whole Teams
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Essential Methodology1. Who2. What3. When4. Where5. Why
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Intuition-Driven(AKA The Designer’s Choice)
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Data-Driven(AKA The Engineer’s Choice)
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Design Spectrum
Intuition Driven Data Driven
InstinctiveSubjectiveDaring
DeliberateObjective
Safe12
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“Radical innovation requires both evidence and intuition: evidence to become informed, and intuition to inspire us in imagining and creating new and better possibilities.”—Jane Fulton Suri, IDEO
Metrics-Driven(AKA The Every-man’s Choice)
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Try
Scientific Method
Think
Learn
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Essential Methodology1. Who2. What3. When4. Where5. Why
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Analytics MeasurementUser Flows
Ideation Wireframes Visuals / Prototypes Launch! Iteration
Click TestsPreference Tests
A/B or Multivariate TestsUsability Testing
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Essential Methodology1. Who2. What3. When4. Where5. Why
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Where’s Waldo?
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The Number Narrative
⌂ 🔎
🔒
💳
95%
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Essential Methodology1. Who2. What3. When4. Where5. Why
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Value
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“The more users’ expectations prove right, the more they will
feel in control of the system and the more they will like it.”
– Jakob Nielson
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UI Fundamentals & Best PracticesBasic Usability
Bad Good
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UI Fundamentals & Best PracticesInformation Architecture / Hierarchy
GoodBad25
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UI Fundamentals & Best PracticesCall To Actions
GoodBad26
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Testing UIFree! $$
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PREPAREYOUR DATA
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GOOGLE URL BUILDER
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TRACK OUTGOING LINKS
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MARGIN OF ERRORnormal population: 10% for 96 data points, 5% for 384
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HEATMAPS
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WHAT DOES HEAT MAPPING TELL US?
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WHAT DOES HEAT MAPPING TELL US?
• Window to decision making process
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WHAT DOES HEAT MAPPING TELL US?
• Window to decision making process
• Page scanning/order
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WHAT DOES HEAT MAPPING TELL US?
• Window to decision making process
• Page scanning/order
• Visualizing data is important to understanding it
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HOW SHOULD WESEGMENT USERS?
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HOW SHOULD WESEGMENT USERS?
• Screen size
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HOW SHOULD WESEGMENT USERS?
• Screen size
• Referrer
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HOW SHOULD WESEGMENT USERS?
• Screen size
• Referrer
• Keywords
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HOW SHOULD WESEGMENT USERS?
• Screen size
• Referrer
• Keywords
• New/returning visitor
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HOW SHOULD WESEGMENT USERS?
• Screen size
• Referrer
• Keywords
• New/returning visitor
• Campaign/source
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CLICK HEAT
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CLICK HEAT
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CRAZY EGG
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CRAZY EGG
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CRAZY EGG•Heat map
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CRAZY EGG•Heat map•Scroll map
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CRAZY EGG•Heat map•Scroll map•Confetti report & segmenting
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CRAZY EGG•Heat map•Scroll map•Confetti report & segmenting•Comparing snapshots
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HEATMAP
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HEATMAP
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SCROLLMAP
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SCROLLMAP
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CONFETTI REPORT
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CONFETTI REPORT
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CONFETTI REPORT
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CONFETTI REPORT
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CONFETTI REPORT
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CONFETTI REPORT
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LANDINGPAGES
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ROI FACTORS OF LANDING PAGES
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ROI FACTORS OF LANDING PAGES
• Load time
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ROI FACTORS OF LANDING PAGES
• Load time
• Design
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ROI FACTORS OF LANDING PAGES
• Load time
• Design
• Copy
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ROI FACTORS OF LANDING PAGES
• Load time
• Design
• Copy
• Call to action
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TOOLS:OPTIMIZELY
• A/B Testing
• Multi-variate testing*downside: high traffic needed
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TOOLS:OPTIMIZELY
• A/B Testing
• Multi-variate testing*downside: high traffic needed
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A/B TESTING
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A/B TESTING
OR
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MULTIVARIATE TESTING
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MULTIVARIATE TESTING
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ROI FACTORS IN EMAIL:
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ROI FACTORS IN EMAIL:• Content
• Subject line• From address• Copy • Offer
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ROI FACTORS IN EMAIL:• Content
• Subject line• From address• Copy • Offer
• Design• Specs• Layout/hierarchy• Call to action
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LITMUS
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LITMUS
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A/B TESTING
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A/B TESTING
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MOBILEtake a look at your mobile stats
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MOBILEtake a look at your mobile stats
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MOBILEuse a mobile template
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MOBILEuse a mobile template
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MOBILEdesign principles for mobile email
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MOBILEdesign principles for mobile email
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MOBILE EMAIL DESIGN
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MOBILE EMAIL DESIGN
• Single-column layouts that are no wider than 500 to 600 pixels
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MOBILE EMAIL DESIGN
• Single-column layouts that are no wider than 500 to 600 pixels• Links and buttons should have a minimum target area of 44 × 44
pixels, as per Apple guidelines.
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MOBILE EMAIL DESIGN
• Single-column layouts that are no wider than 500 to 600 pixels• Links and buttons should have a minimum target area of 44 × 44
pixels, as per Apple guidelines. • The minimum font size displayed on iPhones is 13 pixels.
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MOBILE EMAIL DESIGN
• Single-column layouts that are no wider than 500 to 600 pixels• Links and buttons should have a minimum target area of 44 × 44
pixels, as per Apple guidelines. • The minimum font size displayed on iPhones is 13 pixels.• More than ever, keep your message concise,
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MOBILE EMAIL DESIGN
• Single-column layouts that are no wider than 500 to 600 pixels• Links and buttons should have a minimum target area of 44 × 44
pixels, as per Apple guidelines. • The minimum font size displayed on iPhones is 13 pixels.• More than ever, keep your message concise,• Hide extraneous details in your mobile layout.
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OPTIMIZINGFACEBOOK ADS
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FACTORS IN FACEBOOKAD ROI
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FACTORS IN FACEBOOKAD ROI
• Targeting
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FACTORS IN FACEBOOKAD ROI
• Targeting
• Image
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FACTORS IN FACEBOOKAD ROI
• Targeting
• Image
• Headline
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FACTORS IN FACEBOOKAD ROI
• Targeting
• Image
• Headline
• Copy
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FACTORS IN FACEBOOKAD ROI
• Targeting
• Image
• Headline
• Copy
• Landing page
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SEGMENTED TARGETINGnarrow, segmented targeting is a must
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SEGMENTED TARGETINGnarrow, segmented targeting is a must
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MULTI-VARIATE TESTINGavailable tools: Qwaya
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MULTI-VARIATE TESTINGavailable tools: Qwaya
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AD ROT?Rotate those ads!
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AD ROT?Rotate those ads!
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TAGGINGtagging links by campaign/content URLs is a must
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TAGGINGtagging links by campaign/content URLs is a must
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EXERCISES
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QUESTIONS
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A/B TESTS
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A/B TESTS
• Subject line:
• A: Save $10 on New York City Ballet
• B: Save 10% on New York City Ballet
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A/B TESTS
• Subject line:
• A: Save $10 on New York City Ballet
• B: Save 10% on New York City Ballet
• Subject line
• A: Yo-Yo Ma $40 tickets available!
• B: Classical Masters Series: Yo-Yo Ma Save 30%63
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A/B TESTS
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A/B TESTS
• From address:
• From: [email protected]: Annual report
• From: Judi Huck [email protected]: It’s been a good year for us
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A/B TESTS
• From address:
• From: [email protected]: Annual report
• From: Judi Huck [email protected]: It’s been a good year for us
• Call to action:
• A: Great seats still available!
• B: Book now!64
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RESOURCES
• ZURB Apps
• Plunk (plunkapp.com)
• Clue (clueapp.com)
• Notable (notableapp.com)
• Verify (verifyapp.com)
• Invision (invisionapp.com)
• Google Analytics (google.com/analytics)
• Gauges (gaug.es)
• Chartbeat (chartbeat.com)
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RESOURCES (CONT’D)
• Google URL Builder (http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867)
• Click Heat (http://www.labsmedia.com/clickheat/index.html)
• ClickTale (clicktale.com)
• Crazy Egg (crazyegg.com)
• Optimizely (optimizely.com)
• Litmus (litmus.com)
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IMAGE SOURCES (CC)Slide 2:
Bridge: http://www.flickr.com/photos/jenik/1032573169/
Slide 4:Things Organized Neatly: http://thingsorganizedneatly.tumblr.com/post/29420742974/submission-old-school-deconstruction-givewave
Slide 5:Chemistry Set: http://www.flickr.com/photos/unloveable/2395867186/
Slide 9:Whack-a-mole: http://www.flickr.com/photos/tpapi/2765541278/
Slide 10:The Megahangar: http://www.flickr.com/photos/stuckincustoms/5699183849/
Slide 12:
Teeter Totter: http://www.flickr.com/photos/joephotos/748426315/
Slide 13:Brain: http://www.flickr.com/photos/lizhenry/2051224366/Wright: http://www.flickr.com/photos/7726011@N07/3364409856/Supernova: http://www.flickr.com/photos/nasamarshall/6313004758/
Slide 15:Lion King: http://cdn0.hark.com/images/000/006/667/6667/original.0
Slide 18: Where’s Waldo: http://www.flickr.com/photos/jameson42/4353769995/
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