Track 8: Continuous Improvement
You can’t change a magazine ad once the ink hits the paper. A trade show booth is designed to last for months and months. Television ads are prohibitively expensive to alter after the fact. None of this is true for the Internet. Websites, email campaigns, and search advertising are not only easily changed, those changes can be automated for continuous testing and optimization. Find out how the best and brightest are making the most of the flexibility of online marketing and the sophistication of new marketing tools.
The very first step to optimization is segmenting your audience. You can segment as broadly as gender or as specifically as behavior. You can serve different messages to different segments based on time of day, source of visit, search keywords and a whole lot more. Changing your offer or your message based on almost any type of segmentation will draw more attention and improve conversion. But with so many options, you need to know where to start and how to avoid over doing it.
Simple techniques and sophisticated tools (some of which are free) can help you discover the better offer, the better creative, the better list, etc. This is the sort of marketing that can’t be done offline. But how much testing is too much? How do you manage multiple tests without conflict? When are the free tools enough and when should you invest? With some simple rules and some terrific tools, your marketing is about to get much more effective.
Advertisers love it when people click on an ad. But that’s not the end of the story. Whether visitors bounce away or continue their journey depends on a wide assortment of variables. You job is to make sure more people stay on site and convert – whether that’s downloading a white paper, answering a survey or, yes, buying something. See how the best and the brightest engineer the landing page experience for best results and create your own testing and optimization plan.
You got them interested, to your site and they’ve finally put some items in the shopping cart. Now’s the time for a specific type of testing dedicated to increasing basket value, improving conversion and raising the likelihood of a return visit. Learn what ten years of website design has revealed and how to test how well your shopping cart works with your customers. From button color and size to trust marks and guarantees, you’ll find out how small changes can make a big difference to the bottom line.
Measuring clickthroughs and pageviews is a great start. But that only tells you what they did and not why they did it. Think a 10 minute visit to your site is a great brand-bonding experience? A customer satisfaction survey may reveal that person was just looking for a phone number so they could complain. Now they really have something to complain about! Your data is incomplete without gathering attitudinal information. Learn how to conduct a focus group, the power of panel data and how customer satisfaction can tell you which improvements will have the biggest impact on your customers’ experience and your success.
Session 8a. Segmentation & Personalization
Stephanie Miller, VP, Email & Digital Services, AprimoThe very first step to optimization is segmenting your audience. You can segment as broadly as gender or as specifically as behavior. You can serve different messages to different segments based on time of day, source of visit, search keywords and a whole lot more. Changing your offer or your message based on almost any type of segmentation will draw more attention and improve conversion. But with so many options, you need to know where to start and how to avoid over doing it.
Session 8b. A/B & Multivariate Testing
Eric Hansen, Founder & CEO, SiteSpect, Inc.Simple techniques and sophisticated tools (some of which are free) can help you discover the better offer, the better creative, the better list, etc. This is the sort of marketing that can’t be done offline. But how much testing is too much? How do you manage multiple tests without conflict? When are the free tools enough and when should you invest? With some simple rules and some terrific tools, your marketing is about to get much more effective.
Session 8c. Landing Page Optimization
Eric Hansen, Founder & CEO, SiteSpect, Inc.Advertisers love it when people click on an ad. But that’s not the end of the story. Whether visitors bounce away or continue their journey depends on a wide assortment of variables. You job is to make sure more people stay on site and convert – whether that’s downloading a white paper, answering a survey or, yes, buying something. See how the best and the brightest engineer the landing page experience for best results and create your own testing and optimization plan.
Session 8d. Shopping Cart Optimization
Nathan Richter, Strategic Services Director, MonetateYou got them interested, to your site and they’ve finally put some items in the shopping cart. Now’s the time for a specific type of testing dedicated to increasing basket value, improving conversion and raising the likelihood of a return visit. Learn what ten years of website design has revealed and how to test how well your shopping cart works with your customers. From button color and size to trust marks and guarantees, you’ll find out how small changes can make a big difference to the bottom line.
Session 8e. Voice of Customer: Surveys, Focus Groups, Panels
Stefan Tornquist, Vice President, Research (US), EconsultancyMeasuring clickthroughs and pageviews is a great start. But that only tells you what they did and not why they did it. Think a 10 minute visit to your site is a great brand-bonding experience? A customer satisfaction survey may reveal that person was just looking for a phone number so they could complain. Now they really have something to complain about! Your data is incomplete without gathering attitudinal information. Learn how to conduct a focus group, the power of panel data and how customer satisfaction can tell you which improvements will have the biggest impact on your customers’ experience and your success.
