smart, scalable, and sophisticated: how to optimize your marketing, not just your conversion rate -...
DESCRIPTION
Conversion rate optimization, or CRO, only looks at one dimension of marketing effectiveness. In this session, Kate looks at a process for improving marketing as a holistic discipline, from a customer experience perspective, using an example of a fictitious new product with no existing demand.TRANSCRIPT
Smart, Scalable, and Sophisticated:How to Optimize Your Marketing, Not Just Your Conversion Rate
[presented by] Kate O’Neill, CEO of [meta]marketer
@kateo, @metamarketer
Who’s Kate O’Neill? linguist by education, passionate about how we
communicate, driven by improving customer experience, and geeky about data
first departmental website at UIC, first intranet at Toshiba, first content manager at Netflix
described by Adobe Test&Target product manager as “on the bleeding edge of web optimization--she's creating the best practices instead of following them.”
past roles at Toshiba, HCA, Magazines.com, lots of startups, etc.
Marketing analytics, optimization, insights, strategy
We help clients understand their customers based on data and insights from their marketing efforts so they can be more effective in creating lasting relationships with them.
Four years old; large and high-growth clients have included Symantec / PC Tools, Ingram Book Publishing, XO Communications, Grand Ole Opry, and dozens of other e-commerce, B2B, companies and brands.
What’s [meta]marketer?
@kateo, @metamarketer
Feeling the Twitter love?
me: @kateo [m]m: @metamarketer
@kateo, @metamarketer
Conversion rate is just a ratio.
visits purchases
visit
visit
visit
purchase
3 visits to 1
purchase = 33%
conversion
@kateo, @metamarketer
Traffic, by itself, decreases the ratio.
visits purchases
visit
visit
visit
visit
purchase
4 visits to 1
purchase = 25%
conversion, which
is a reduction of 24% from 33%
4 visits instead
of 3 visits = 33% lift in visits!
@kateo, @metamarketer
You say you want a high conversion rate?
visits purchases
visit
visitvisi
t
purchase
Now we get a purchase for every 2
visits instead of 3
= 50% conversion, a 51.5% lift from our
original 33%!
You could just turn off your worst-converting channel.
But obviously that makes no sense.
@kateo, @metamarketer
You have to improve the system. The whole system.
@kateo, @metamarketer
growing your marketing
effectiveness yields bigger wins than an increase in
conversion rate in any single campaign or channel.
@kateo, @metamarketer
@kateo, @metamarketer
@kateo, @metamarketer
Introducing...the Next Big Thing in the Startup World.
@kateo, @metamarketer
Wonderful Cat Wings, LLC*
*May be a fictitious company.
@kateo, @metamarketer
+ = $$I mean, right?
The Basic Idea
@kateo, @metamarketer
“Let’s start with SEO!”So we can convert all those “cat wings” searchers!
@kateo, @metamarketer
Well, crap. Maybe we don’t have a market.
@kateo, @metamarketer
What if we back up a step?
@kateo, @metamarketer
Figure out your sweet spot
@kateo, @metamarketer
First pass: whiteboard-level
@kateo, @metamarketer
how a sketch-level ad concept might read:
@kateo, @metamarketer
how a sketch-level landing page concept might look:
@kateo, @metamarketer
@kateo, @metamarketer
@kateo, @metamarketer
second pass: draft-levelcat cat
spoilers, spoilers, unaware unaware of wingsof wings
cat cat spoilers, spoilers, aware of aware of related related marketmarket
aware of aware of wingswings
aware of aware of brandbrand
previouspreviouscustomercustomer
how might you
recognize them
by search terms
by search terms
direct traffic;
concept searches
direct traffic; brand
searches
direct access to
login page; cookie
what types of search
terms
cat accessories, cat toys
cat clothing
cat wings, gold cat wings
Wonderful Cat Wings
{brand} + login or
help
what do they need to move forward
cat wings are ideal cat toy,
accessory
images of cats in cat
wings?
selection? price?
quality?
quality? return policy?
support? appreciatio
n?
how to measure success
engagement
purchase; signup for newsletter
purchase purchase?return visits,
referrals
etc
@kateo, @metamarketer
Remember: improve the system.
@kateo, @metamarketer
Watch small gains grow into big wins.
@kateo, @metamarketer
Thank you and good luck!
Email me at [email protected] a free 20-minute consultation by phone on
how to improve your marketing effectiveness.
Or connect with me and my company at: Twitter: @kateo / @metamarketer Facebook: facebook.com/metamarketer LinkedIn: linkedin/in/kateoneill