Place image hereFueling Big Testing with Big Data

Presented by Tom Berger, Director of Digital MarketingSiriusDecisions 2013

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The real revolution: from big data to big testing, big experience

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Big data

Collect and organize data and wield tools to extract information and insight from it. This is the part that big data has to offer. But some of the most valuable output from such data analytics will be mere hypotheses — interesting correlations of factors and behaviors in ever-more-finely-sliced customer segments that may have meaningful impact. But these are only seeds of ideas, possibilities

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Attract Engage

Convert

Conversion Optimization

Objective: Perpetually optimize webpages to engage users and produce the highest volume of quality leads at the lowest cost.

Optimization data helps us gain an understanding of what attracts, engages and converts visitors to sales and sales.

Optimization happens here.

Optimization starts here.

Optimization happens here.

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Big testing

Take those hypotheses and be able to quickly and effectively test them to prove cause-and-effect: that those factors can indeed be leveraged to influence customer behavior. Empowering many people throughout your organization to run these tests — and to fearlessly test big ideas — is a large-scale transformation to organizational behavior and culture that we can call big testing.

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ion software & services

PPC Landing Pages

DemandBase: Targeting, Personalization, Data Append

Optimizely:

IM.com optimization without IT bottlenecks

The Optimization Technology “Trifecta”

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Big experience

Apply your targeted data and proven tests towards delivering better customer experiences — through the web, mobile devices, call centers, in-store and in-person interactions, etc. It’s not just making the same experience better for everyone. It’s delivering more specialized experiences to many different customer segments. This mission is big experience.

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There are three ways in which big testing earns its “big” label:

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So much to optimize! Where do we begin?

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Dial Movers Contact Forms Chat PPC & Campaign Landing Pages High Traffic Pages (Tier 1 Pages, Home

Page) SEO Entry pages

Influencers Knowledge Center Mobile website CTAs – Design Primary & Secondary Navigation Footer Design

STEP 1: Define Optimization Targets

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Macro Conversions: Contact Sales Click to Chat Call

Register for a KC download Convert on a campaign landing page

Micro: Click a link Click a CTA Social Shares View additional content Perform a search

STEP 2: Define Conversions

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CONVERT ENGAGE

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Discover Evaluate current messages, offers,

campaigns and designs

Plan Determine execution strategy and goals Document roadmap (Key milestones

dependencies, dates)

Execute Design using 25 point R.E.A.D.Y optimization

framework Code & Deploy

Analyze Evaluate traffic and source performance Determine areas of opportunity

Repeat

STEP 3: Create a Playbook for Each

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Optimization Strategy Matrix

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BIG IDEAS

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BIG TEAM

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First Annual Optimization Challenge

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Challenge

Each team will design a variation of a homepage banner and it’s associated landing page.

The 3 variations and the control will go head to head.

At the end of test, the variation with the highest conversion rate will be declared the winner. The winning team will be awarded an obnoxious trophy to proudly display until they are dethroned.

Optimization Challenge

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Teams

1. Shared Services/Axis412. The Web Team (minus Tom and Eric)3. ION Interactive

(Eric will deploy and test all variations)

Optimization Challenge

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Optimization Challenge

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Optimization Challenge

Challenge Announced: Today

Designs/Code Due: May 15th

Test Start Date: May 20th

Test End Date: When statistical confidence is reached.

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BIG DEAL

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Q1 Optimization Summary

• # of Optimization Tests Performed 23

• Increase in engagement 82%

• Total number of participants 179k

• Increase in form conversion rate40%

• Sales Form

• +25% increase in traffic

• 23% conversion rate

• 219% YoY increase

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Convert: Yellowpages Landing Page Redesign

Conversion Rate: 1.9% Conversion Rate: 6.74%

+255%

Bounce Rate: 70%Bounce Rate: 97%

-28%

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12 FieldsConversion Rate: 25%

In Q1 of 2013, the contact sales web form generated 5546 MQLs. A 219% increase over Q1 2012!

Now

162.42%

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Engage: Videos – Embedded vs Popup

VS

16.8% of visitors watched the video

48.9% of visitors watched the video

+191.1%

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Engage: Articles, Related Links

+16.9%

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Thank You.

Questions?