Lowering CPAs with CRO

Transcription

1 Lowering CPAs with CRO 11:30-12:15 #3QSUMMIT Aaron Bart, VP of Creative Services at 3Q Jeremy Epperson, Director of Optimization at 3Q Hudson Arnold, Strategy Consultant at Optimizely

2 Lowering CPAs with CRO Conversion Rate Optimization Aaron Bart, VP of Creative Services at 3Q Digital A Harte Hanks Company 2

3 What would a 10% lift in conversion mean for your bottom line? A Harte Hanks Company 3

4 Storytelling Connect, engage, and excite the audience A Harte Hanks Company 4

5 Conversion Rate Optimization (CRO) To succeed in CRO, you must have the right expertise in: Strategy & Process Data-Driven Creative + A Harte Hanks Company Enabling Technology + 5

6 Start with Customer Data Site Analytics Display SEM Visual Analytics Customer Insights Surveys Social Creative Native Organic Mobile Search Data A Harte Hanks Company 6

7 Consistency Across Digital Ecosystem Every digital experience is an extension of your brand Display SEM Social Consistent messaging and UX design is key to a unified brand voice Creative Native Organic Mobile A Harte Hanks Company 7

8 Good design is obvious. Great design is transparent. A Harte Hanks Company 8

9 Messaging Language is important. Communicate with intention. ARTICULATE CLEAR VALUE PROPOSITION. ADDRESS CUSTOMER PAIN-POINTS. AVOID PRODUCT JARGON. A Harte Hanks Company 9

10 BUILD TRUST Be honest about the user journey USE CLEAR LANGUAGE THAT DOESN T MISLEAD. EMPHASIZE TRUST MARKS AND PRIVACY STATEMENTS. A Harte Hanks Company 10

11 Conscious Creative Times change: stay relevant. 11 / 2014 COVARIO, INC. ALL RIGHTS RESERVED A Harte Hanks Company 11

12 Intuitive UX Design Keep it simple MAKE IT EASY TO CONVERT Connect immediately (short attention spans) Reduce clutter (hierarchy of elements) Thumb-focused interactions (mobile) A Harte Hanks Company 12

13 Conversion Strategy Jeremy Epperson Director of CRO at 3Q Digital #3QSUMMIT

14 CRO Growth Principles 1. Focus on Business Alignment 2. Customer-Centric Approach 3. Data-Driven Methodology 4. Speed of Implementation 5. Measurable Results 6. Continual Iteration & Improvement

15 Business Alignment All Conversion Optimization should be aligned with your business objectives: Maximize ROI Strategic Business Objectives KPI Mapping Reduce time to growth Prioritize based on KPI impact Build momentum around your testing program Create culture of optimization Testing Alignment Measurable Results

16 Business Impact of CRO Create projections to understand the potential impact on your business: Gain an understanding of what resources you can utilize for optimization Improve efficiency of media and reduce CPAs Increase onsite conversion rates and grow revenue

17 Conversion ROI Framework Research: use a data-driven research approach to finding the issues that are blocking conversions Researc h Optimize: test onsite experiences to get statistically significant lifts in conversion Iterate: continue to improve UX and drive growth by using insights to create future testing roadmaps Iterate Optimize

18 Data-Driven Customer Research 1st-Party data analysis, 3rd-Party data enrichment, customer research, and ongoing testing complete the view of the customer. Who they are What customers do 1st-party business, behavioral, and usage data 3rd-party demographic, psychographic, and consumer data What they want & why Quantitative and qualitative customer research TESTING MEDIA TARGETING CREATIVE MESSAGING USER EXPERIENCE

19 Hypothesis-Based Iterative Testing Test 1: LP Redesign The hidden value of CRO Validate or disprove assumptions with precision Increase testing velocity and reduce wasted resources Leverage results and insights from post test analysis to create future iterations Test 2: Design and Copy Changes Test 3: Remove Distractions

20 Optimizely Technology Hudson Arnold Strategy Consultant - Optimizely Partnerships #3QSUMMIT

21 The Optimizely Platform (today) Our Mission is to enable you to deliver the best experiences for every customer across desktop and mobile.

22 Optimizely Enables Companies To: Deliver optimized experiences with ease through testing and personalization Target audiences with predictive analytics and segmentation Understand the impact of your optimization strategy with our stats engine Connect essential data from visitor behavior, 1st-party and 3rd-party sources

23 From Tactics to Transformation Symmetric Messaging Form Optimization Behavioral Personalization Continuous Optimization

24 Symmetric Messaging Consistent experiences, at the scale of your media strategy Optimize your landing page with effective layout and content that delivers consistent experiences and improves CPA. CPC A CPC A CPC B Display Social Generic Landing Page CPC B Display Symmetrical Landing Page Social 24

25 Symmetric Messaging Example: Secret Escapes 25

26 Symmetric Messaging Example: Secret Escapes 26% Increase in Sign Ups Original Variation with Spa Imagery for Spa Searchers 26

27 Symmetric Messaging Example: Secret Escapes 26% 32% Increase in Sign Ups Increase in Sign Ups Variation with Spa Imagery for Spa Searchers Variation with Spa Imagery for Spa Searchers, Title and Subtitle for Spa Searchers 27

28 Form Optimization Optimization 101 Landing Page; content shifts based on intent from ad. 28

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31 Behavioral Personalization A Cutting Edge of Competitive Practice Adjust Site Experience in real time based on the signals your visitor is sending your through their behavior. 31

32 Behavioral retargeting produces 4x ROI Personalized campaign Used behavioral targeting to show buy-one-get-one tire promotion to customers who had viewed tires. Results 21% increase in overall site sales Sold out of tire stock 2 months before expected 4x return on investment in Optimizely and solutions partner services

33 Continuous Optimization Business Transformation for Digital Leaders For the world s digital leaders, optimization is: a KPI; velocity and impact rate widely measured Integrated; into multiple teams and technologies Effective; returns are consistent and informative 33

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35 15% Improvement in Leads per Visit 60% Increase in Pageviews per Visit

36 5% Lift in Leads