"Federated learning: out of reach no matter how close",Oleksandr Lapshyn
Day 2: Integrating Conversion Optimization into Your Marketing Strategy
1. All Together Now:
Integrating Conversion
Optimization into Your
Marketing Strategy
Todd Barrs, Webroot Software
Brian Jones, Dealer.com
2. Conversion Integration
Making The Case For Continuous Improvement Through Agile Techniques
Todd Barrs
Sr. Manager, Website Optimization
October 20, 2011
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 1"
4. Conversion Optimization
Cannot Operate in Isolation
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 3"
5. Effects of Isolation
User Shown: http://R.Beetagg.com/?488UZ1
Then Redirected to: Webroot.com/android-phone.html
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 4"
6. Conversion Conference San Francisco 2011
Summary:
1. Align performance metrics (CR) across the entire
organization.
2. Get to know your internal customers (get buy-in).
3. Clearly define & agree on testing metrics.
4. Start small, and optimize to impact revenue.
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 5"
7. Revolutionizing The Security Industry
• 6MB"ThinKClient"
• Super"Fast"Scan"Times"
• CloudKbased"Security"
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 6"
12. Effects of Integration
• User Presented: Webroot.com/SAantivirus-Demo
• Tracking done by web analytics
• Continuous user experience
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 11"
13. New Website Performance
Website"Conversion"Rate"
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 12"
16. Redesign Risks
• “Best Guess”
• Loss of visitor feedback loop
• There is a HUGE opportunity cost (lack of testing)
• If you must redesign:
– Keep the redesign process as simple & short as possible
– Redesign ready for testing on day one
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 15"
18. Often The Same Destination
B
Continuous Improvement
A
Redesign Effort
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 17"
19. Agile Improvement (Optimization)
• Based on agile management & software dev concepts
• Websites are software
• Websites are fluid and always changing
(Visitors, markets, seasonality, technology)
• There is no “optimal” state
• Maximize the frequency of pivots (changes/testing)
• Ideas, select, execute, analyze, iterate
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 18"
20. Lessons Learned & Next Steps
• Began testing immediately
• Paralleling with vastly different version (agile redesign)
• Organizational change (Demand Generation)
– Reporting structure
– Physical seating structure
• Reducing/eliminating requirements documentation
• Wire-mock vs. wireframe, then mockup (1 revision)
• Adapting site structure for self service
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 19"
21. Summary
• Redesigns are risky
– Best guess (lose feedback loop)
– Opportunity cost
– Keep redesign short and simple
• Websites: The only constant is change
• Continuous & Agile “Conversion” Improvement
– Increase your ability pivot often
– Feedback from your visitors: Test, Implement, Repeat
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 20"
22. Contact Information
Todd W. Barrs
Sr. Manager, Website Optimization
tbarrs@Webroot.com
www.Webroot.com
"/Webroot" @Webroot"
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 21"
23. Additional Resources
VisitorCentric.com 3000+ Syndicated Articles
VisitorCentric.com/Tools 250+ Tools, Books & Services
VisitorCentric.com/Forums Case Studies, White Papers, Discussion
Todd W. Barrs "/VisitorCentric"
Co-Founder
@VisitorCentric"
Todd@VisitorCentric.com
Groups"“Visitor"Centric”"
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 22"
24. Additional Resources
Why Search Marketing Silos Are Conversion Killers
Brian Massey & Chris Robino
QR Code Conversion Optimization
Todd Barrs
Thursday,"October"20,"11" Webroot"So*ware,"Inc."–""Proprietary"and"Confiden:al"Informa:on" 23"
25. All Together Now: Integrating Conversion
Optimization into Your Marketing Strategy
ff
26. Preface
• Every situation and company is unique
• There is no black & white in CRO terms
• I can speak of my past experiences
27. • Recently joined Dealer.com as Senior Manager, Search
Operations.
• Dealer.com is a technology and marketing company in
the Automotive Industry based in Burlington, VT.
• My role is to contribute as a thought leader and advise a
cross functional team on strategies to enhance services,
products, and tools.
• Over 12 years experience in digital marketing in a variety
of industries and capacities.
28. Quick Agenda
• What is CRO?
• CRO Evolution & My Experiences
• Overcoming Cross Department Objections
• Resources
• Q&A
30. What is CRO?
• Critical Question: What is conversion optimization?
• Is it testing page components such as headlines, offers,
buttons, and colors?
• Is it what technology is better?
• 25 A/B Test Case Studies Session Yesterday
– Test specifics
– What If’s
– Scenarios
• DO NOT copy your competitors tests
31. What is CRO?
• Understanding the difference between testing and
creating an optimal user experiences that delivers
relevancy
• The Human Connection Session Yesterday
– Stressed upon User Experience
– The people/knowledge before the technology
– Understanding each and every situation is unique
• Most organizations go through an evolution learning how
to crawl, then walk, and finally run.
33. Post Click Strategy
Are You Truly Segmenting all Your Traffic and Visitors?
User User
Experience Experience
- Marketing Channel
- Device
- Persona
- Searcher Intent
User User
Experience Experience
34. Crawling Phase
Tactics Include:
- Quick actions & small scale tests showing micro success
- Free tools and resources requiring no long term strategy
- Non-Committal: Requiring no formal approvals or business
justifications
My Example
- CEO wanted to remove free offer on PPC landing page
- Ran 30 day A/B split test using GWO and built 1 yr, 2 yr, & 3 yr. revenue
model
- Result: After seeing test results, CEO did not want to remove free
offer
36. Walking Phase
Tactics Include:
- Project Based: Time line based
- Financial/Results Oriented Goal: Scenario based revenue models
creating definable ROI
- Limited Exposure: Subset of traffic, set cost, guarantee
My Example:
- Built a comprehensive ROI model based on reasonable lift
- Plan included a lift guarantee or money back therefore creating low risk
- Result: Double digit lift in lead conversions resulting in millions
37. What s Right For You?
Vendor Feature 1 Feature 2 Feature 3 Feature 4 Feature 5 ! Technology*vs.*Professional*Services*
Name 1 x x x
Name 2 x x x
! Implementa8on*Timeline*
Name 3 x x x ! Implementa8on*Technology*
Name 4 x x x
! Guarantee*
Name 5 x x x
Name 6 x x x ! Past*Success*
Name 7 x x x x
! Total*Cost*of*Ownership*
Name 8 x x x
Name 9 x x x ! Years*in*Business*
Name 10 x x x
! Tes8ng*Methods*
38. Running Phase
- Long Term Commitment
- Dedicated Resources
- Sophisticated Toolset and Analytics
My Example:
- Building upon past smaller successes
- Demonstrated the advantages of a long term comprehensive conversion
program vs. testing .
- Built internal cross department support with web development & designers
- Invested in best of breed resources including toolset, analytics, and people
- ****Overhauling Strategy vs. Testing Elements of a Page****
39. Cross Department Support
• As we moved through the phases resistance built
• Key is Common Sense. Most Individuals Want to Feel
Involved and Valued
• Objections Include:
1. You are outsourcing thus eliminating my job
2. You are doing this because you do not believe we are capable
3. We have unique IT systems and 3rd party tools will not work
4. In the past we decided this would not work
5. There are other more important projects
40. Objection No. 1
• Objection: You are outsourcing thus eliminating our jobs
• Response: What s In It For Them?
You will learn a new skill set that will make you more
valuable to this company as a conversion rate expert
and more marketable in general
41. Objection No. 2
• Objection: You are doing this because you do not
believe we are capable
• Response: What s In It For Them?
You can focus on other equally or more important
projects that fit your skill set more accurately.
42. Objection No. 3
• Objection: We have unique IT systems and 3rd party
tools will not work
• Response: Involvement & Participation
I would like you to be involved and discuss these specific
issues as you are much more qualified than me.
43. Objection No. 4
• Objection: In the past we decided this would not work
• Response: Involvement & Participation
Let me show you my research and get you involved and
let me know your thoughts.
44. Objection No. 5
• Objection: There are other more important projects
• Response: What s In It For Them?
Goal is to increase effectiveness and ROI across the
board for all of our projects.
45. Key Take Aways
1. Don t Confuse Testing & Conversion Optimization
2. It s Not About the Technology
3. Conversion Optimization affects the entire organization
4. Think of all Parties Involved & Create Value
5. DO NOT copy your competitors
46. Resources
Great Reads…
- Honest Seduction: Using Post-Click Marketing to Turn
Landing Pages into Game Changers
- Landing Page Optimization: The Definitive Guide to
Testing and Tuning for Conversions
- Ultimate Guide to Pay-Per-Click Marketing
