The document outlines techniques for increasing conversion rates on websites, including implementing A/B testing to optimize landing pages and targeting content to different visitor segments. Case studies are presented that showed significant increases in conversion rates and reductions in customer acquisition costs from applying testing and personalization. Attendees are invited to have the presenters analyze their sites to identify opportunities for improving conversions.

1. Close the Deal
Techniques and Technology That Will
Increase Your Conversion Rates
Adam Justis
Sr. Manager Product Marketing
John Broady
Executive Director, Omniture Digital

2. Agenda
Start the Conversion Conversation – Adam Justis
Putting it into Practice – John Broady
• Case Studies
• Call for Volunteers – an optimizing look at your
landing pages / Web sites
iMac Giveaway
2 © 2009 Omniture Inc

3. NUMERATOR
Manage conversions from both the DENOMINATOR
3 © 2009 Omniture Inc

4. ~ $23 billion* was spent on online search and display ads in 2008
~ $250 million** was spent on site optimization and site-side
behavioral targeting in 2008
For every $80 spent online to acquire traffic,
$1 is spent to proactively convert this traffic!
Where is the ?
* eMarketer
** Forrester
4 © 2009 Omniture Inc

5. 5 © 2009 Omniture Inc

6. The sites that should convert 2 to 3 percent of their traffic are the exception, not the rule.
I've long stated that sites that convert less than 10 percent should be concerned.
Bryan Eisenberg, Co-Founder Future Now, Inc.
6 © 2009 Omniture Inc

7. Top 10 Online Retailers – February 2009
By Conversion Rate (%)
Source: Nielsen Online, MegaView Retail
7 © 2009 Omniture Inc

8. Hope is not a strategy
8 © 2009 Omniture Inc

9. Web sites have historically been monologues
Today, customers demand relevant dialogues
9 © 2009 Omniture Inc

10. Omniture Online Marketing Suite
CMO DASHBOARDS
Internet Enterprise
Search CRM
ONLINE CHANNEL
VISITOR
Ad Networks Kiosks
CONVERSION ANALYTICS ANALYTICS
ACQUISITION
APPS APPS APPS
APPS
Ad Exchange Call Center
Mobile POS
OPEN BUSINESS ANALYTICS PLATFORM
Video Teller
Data Warehouse & APIs
ONLINE MARKETING SUITE

12. Testing and targeting
enable dialogues in several ways:
• Sample your visitors to allow them to dictate
best content and page layout
• Deliver different content to different
segments of visitors
• Target content to individual customers based
on their individual behavior
12 © 2009 Omniture Inc

13. A Virtuous Cycle for Conversions
Deliver
Test to an
targeted
audience
experience
Identify
important
segments
13 © 2009 Omniture Inc

14. Does it Work?
“Although only about one-third of the market is
currently testing… 79% of (these) companies have
increased registrations per visit, 74% have improved
customers’ satisfaction, and 68% have increased
conversion rates.”
14 May 7, 2009
© 2009 Omniture Inc, Confidential & Proprietary

15. Putting it into Practice
John Broady
Executive Director, Omniture Digital

16. Decrease CPA & Increase Conversion Rates
Automate landing page optimization
Keyword Ad Copy Landing Page CPA
Keyword 1 Ad Copy 1 Landing Page 1 $30
$50
Keyword 2 Ad Copy 2 Landing Page 2 $65
Keyword 3 Ad Copy 3 Landing Page 3 $95
16 © 2009 Omniture Inc

17. Integrate testing and measurement to reveal the most
compelling and relevant content and executions
Converting 30% less
than general
keywords landing
page
Goal: Increase “baby names” keywords landing page form completion
17 © 2009 Omniture Inc

18. C
B
E
D
18 © 2009 Omniture Inc

19. Results Summary
ORIGINAL: CONTROL
WINNER: B
TODAY
Conversion
Lift Confidence
Rate
66% lift in conversion
19 © 2009 Omniture Inc

20. Shockwave.com
• Casual games for moms & families
• 15MM Unique Visitors/Month
• Downloadable games with two revenue streams
Goal: Increase subscription of premium service – Shockwave Unlimited
20 © 2009 Omniture Inc

21. Building Data – The Initial Test
A B
C D
21 © 2009 Omniture Inc

22. Building on Wins with Segmentation
M-box areas in the
conversion funnel used
for reinforcement
Game/Genre
segmentation was
most effective
22 © 2009 Omniture Inc

23. Test & Target Results
• 10% increase in
subscription conversion
• 150% + increase in
annual subs
• 100% increase in
subscription conversion
from high traffic pages
23 © 2009 Omniture Inc

24. Geo-targeting for Demand Generation
• Over 20 events
nationwide
• Web site accounts for
60% of ticket sales and
virtually all of the business
leads for higher end
events
• Only 10% of online
visitors from a particular
local market ever made it
to the Live Events pages
Goal: Increase local demand of Live Events
24 © 2009 Omniture Inc

25. Geo-targeting for Demand Generation
• Geo-targeting of local Live
Events
• Modify the subsequent Web
pages and checkout process
• 400% ROI in 60 days
25 © 2009 Omniture Inc

26. Call for Volunteers?
John Broady
Executive Director, Omniture Digital

27. Takeaways
Improve
Stop Guessing –
NUMERATOR Relevance to
DENOMINATOR Create a Dialogue Increase
Conversions
“Testing, and learning from testing, should become central to any
organization‟s decision making…It‟s time to replace „I‟ll bet‟ with „I know.‟”
-Thomas Davenport, Harvard Business Review, February 2009
27 © 2009 Omniture Inc

28. Attributions
• Photos:
• Rusty bucket:
http://www.flickr.com/photos/playingwithpsp/2312939343/
• Shoe Store: http://www.flickr.com/photos/cambalache/2352814719/
• Gutter: http://www.flickr.com/photos/evergreenkamal/2387590051/
• Fingers crossed:
http://www.flickr.com/photos/spacecase/3410708170/
• Tin can phone:
http://www.flickr.com/photos/38324365@N00/3086381646/