In today’s marketing world you shouldn’t spend marketing dollars unless you know that they’re working. This class, taught by Charlie Gasmire of Vendevor, will focus on the importance of online marketing, and the effectiveness and efficiency of an online marketing plan. Learn the right way to track, analyze and utilize data that you’re finding through online marketing mechanisms to rebuild and modify plans today, and learn how to create the most effective and optimized marketing plan available. THE TAKEAWAYS - To obtain an understanding of online marketing programs including search marketing, display advertising, site optimization, mobile marketing, and online analytics. - To provide key principles for understanding online analytics and key measurements. - To identify target customers and use online marketing and campaign tools to acquire, convert and retain those customers. - To analyze and review real split tests completed by the Vendevor team to illustrate the tactics, processes, and best practices when split testing your website. - To introduce the components of an effective site optimization program: A/B and multivariate testing, target audience segmentation and data-based personalization for online customer experiences. Charlie Gasmire, Baylor MBA and CMO of Vendevor.com, has been an entrepreneur since selling lemonade and shining shoes at a very early age. He launched and ran four different internet marketing, consumer goods, and lead generation companies before co-founding Vendevor, a shopping cart and payment processing platform for small businesses, in 2012. In his spare time, Charlie is an avid pilot, musician, and triathlete.

1. ONLINE MARKETING
&
CAMPAIGN OPTIMIZATION
Charlie Gasmire | CMO | vendevor.com

2. YOU & ME
We have something in common

3.
we’re spending
money on our
business

4. why? because we
think this will
happen

5. We measure the impact of employees

6. We measure the impact of hardware

7. We figure out what’s working

8. So…

9. ?Why are we guessing with online advertising

10. Our Goal Today

11. That’s High
and To the Right
Online Marketing

12. WHAT’S
THE GOALWHAT’S THE GOAL?

13. What action do you
want people to take?

14. eCommerce Sales

15. Free Trial Sign ups

16. Subscription

17. Lead Generation /
Email List

18. Everything
Goal determines Everything

19. Whatever you do…

20. Don’t spend money…

21. And pray for the best

22. Imitate
Innovate
before you

23. HOW

24. Research
the com
petition

25. http://Alexa.com
Provides analytical insights to benchmark, compare and optimize
business on the web
http://Compete.com
Comprehensive domain reports and traffic sources for
competitors
http://WhatRunsWhere.com
Banner ad intelligence software - find out where competitors
are running display advertisements

26. http://SpyFu.com
Keyword intelligence - research your competitors’ targeted
keywords and advertisements
http://KeywordSpy.com
SEO and PPC keyword research software tool
http://Ahrefs.com
Backlink research tool. Discover what sites link to your
competitors.

27. Look at (and even copy) their website
http://www…

28. Imitate
Innovate
before you

29. Starter
m
arketing verticals

30. SEM - Google,Yahoo, Bing
Social - FB,Twitter, LinkedIn
CPA Networks / Affiliates (for another day)
Mobile - AdMob, Millenial Media,Adfonic,Tapjoy
Retargeting - Adroll, Retargeter, Perfect Audience

31. What action do you
want people to take?

32. What action do you
want people to take?

33. Website that is really,
really good at creating
that action

34. WEBSITE OPTIMIZATION

35. OPTIMIZE FOR WHAT

36. COST PER ACQUISITION
CPA

37. CPACPA = CPC / CR
Cost per acquisition = (cost per click) / Conversion Rate

38. ALL ABOUT
THE CPA
Homepage
Step 1
Step 2
Money Step

39. ALL ABOUT
THE CPA
Homepage
Step 1
Step 2
Money Step
$1.00
CPC

40. ALL ABOUT
THE CPA
Homepage
Step 1
Step 2
Money Step
$1.00
CPC
80% drop
off

41. ALL ABOUT
THE CPA
Homepage
Step 1
Step 2
Money Step
$1.00
CPC
80% drop
off
50% drop
off

42. ALL ABOUT
THE CPA
Homepage
Step 1
Step 2
Money Step
$1.00
CPC
80% drop
off
50% drop
off
80% drop
off

43. CPACPA = CPC / CR
Cost per acquisition = (cost per click) / Conversion Rate

44. ALL ABOUT
THE CPA
Homepage
Step 1
Step 2
Money Step
$1.00
CPC
80% drop
off
50% drop
off
80%
drop off
End to End: 2%
CPA: $50.00

45. CPA$50.00

46. WHO CARES

47. LTVLIFETIMEVALUE

48. LTV$50.00(for example)

49. CPA
vs.
LTV

50. LTV > CPA
IFF:

51. Adbudget

52. LTV < CPA
if:

53. praying for “the best”

54. disclaimer: initially your CPA > LTV

55. Rule of thumb:
Optimize CPA down
30-60% generally

56. LTV = CPA
in our example…
$50 $50

57. CPAHOW TO LOWER?

58. A vs. BA/B TESTING

59. CONCEPT
Page A
vs
Page B
Pic
Buy Now
Pic
Buy Now
Buy
Now
2% Buy Now 3% Buy Now

60. CONCEPT
Winner from A&B Page C
Pic Buy Now
vs
Pic
Buy Now
Buy
Now
3% Buy Now 4% Buy Now

61. BEFORE
Homepage
Step 1
Step 2
Money Step
$1.00
CPC
80% drop
off
50% drop
off
80%
drop off
End to End: 2%
CPA: $50.00

62. AFTER
Homepage
Step 1
Step 2
Money Step
$1.00
CPC
60% drop
off
50% drop
off
80%
drop off
End to End: 4%
CPA: $25.00

63. CPA$25 VS. $50

64. LTV > CPA
IFF:
$50 $25

65. Adbudget

66. SPLITTESTINGTOOLS

67. WHATTOTEST?
layout
background colors
free trial
credit card up front
headlines
benefits
call to action text
call to action button colors and positions
what information you ask for and when
major images - people
asking for info - now or later
pricing

68. Examples
Real-world split tests

73. +28% RPVMobile OptimizedView
With Checkout Call to Action

74. +13.9% RPV
Larger “Add to Cart” Button

81. Where to spend your time

82. Heat map
Heat maps will tell you where people go

87. Now you know where
to spend your time

88. Other things you (could) measure
tynt.com - copy/paste
olark.com - live chat
intercom.io - send trigger emails
clicktale.com - visitor recordings
crazyegg.com - heat maps
kissmetrics.com - ultimate user metrics
buffer.com - tracking social media engagement

89. JUST REMEMBER
h"p://youtu.be/r2CbbBLVaPk
The user is drunk

90. HELPFUL WEBINARS
10 Weirdest A/B SplitTests to Increase Conversion Rate:
http://grow.kissmetrics.com/webinar-44-recording
!
HowTo Build the Right Funnel and GrowYour Business
http://grow.kissmetrics.com/webinar-45-recording
!
The 7 Principles of Conversion Centered Design
http://grow.kissmetrics.com/webinar-47-recording
!
Unlock theValue of Usage Data
http://grow.kissmetrics.com/webinar-43-recording

91. HELPFUL CASE STUDIES
“The User is DrunkVideo”: http://youtu.be/r2CbbBLVaPk
Principles of Persuasion: http://www.influenceatwork.com/wp-content/uploads/2012/02/
E_Brand_principles.pdf
Landing Page Optimization: http://Crazyegg.com ; http://tynt.com ; http://clicktale.com ;
http://google.com/analytics ; http://intercom.io ; http://optimizely.com ; http://
kissmetrics.com
37 Signals Split Testing Blog 1: https://signalvnoise.com/posts/2977-behind-the-scenes-
highrise-marketing-site-ab-testing-part-1
37 Signals Split Testing Blog 2: https://signalvnoise.com/posts/2983-behind-the-scenes-ab-
testing-part-2-how-we-test
37 Signals Split Testing Blog 3: http://signalvnoise.com/posts/2991-behind-the-scenes-ab-
testing-part-3-final
Split Testing Pricing: http://blog.kissmetrics.com/5-psychological-studies/
eCommerce Split Testing: http://blog.optimizely.com/2014/04/28/ab-tests-that-increase-
revenue-per-visitor-for-veggietales-by-38/

92. Include
in
your designs

93. Six Principles of Persuasion:
Reciprocity
Commitment and Consistency
Social Proof
Authority
Liking
Scarcity

94. LAUNCH PLAN

95. What are you going to split test first?
- On your website
- In your advertising
!
How are you going to measure success?
!
How are you going to measure performance?
!
When is the next test?

96. A/BTesting

97. Vendevor is a next generation eCommerce plugin for
any existing website, blog, or Facebook Fan page.

101. MOBILE APP EXTENSIONS
Beautifully DESIGNED
Add products, edit inventory, and
manage your store on the go.

102. Free Trial

104. ROUNDTWO

105. 39%increasefree trial sign-ups

106. ROUNDTHREE

107. 81%increasefree trial sign-ups

108. REQUIRED FORM

109. 30%increase
optional:
in form completion

110. process
and design
split test

111. $
PRICING

112. $
Original Pricing
Basic: $9/month
Pro: $29/month
Enterprise: $79/month
New Pricing
Basic: $9/month
Pro: $29/month
Enterprise: $79/month
Executive: $139/month

113. 18%increase
Pro plans:

114. So…in conclusion

115. Measure
measure everything
using easy to use tools

116. Test
test everything

117. Readread optimization blogs

118. LTV > CPA
This is your goal

119. Adbudget

120. That’s High
and To the Right
Online Marketing

121. Charlie Gasmire
charlie@vendevor.com
vendevor.com
blog.vendevor.com

122. Photo Credits
Money Man: http://www.flickr.com/photos/cayusa/2276783536/
Rocket: http://www.flickr.com/photos/stuckincustoms/5896504098
Employee: credit: http://www.flickr.com/photos/ahmedrabea/32520327
Apple Computer: http://www.flickr.com/photos/lastquest/1408755246/
Computer Girl: http://www.flickr.com/photos/larskflem/95757299/“
Goal: http://www.flickr.com/photos/corscri/1320198723/“
Business Charts: http://www.flickr.com/photos/safari_vacation/59612602
Camera Man: http://www.flickr.com/photos/guilherme-pavan/626694338
Gauge: http://www.flickr.com/photos/telstar/5097772126/
Welders: http://www.flickr.com/photos/defenceimages/9501747301/

123. Scroll map: http://i.stack.imgur.com/vRwqe.png
Red diagonal line: http://www.flickr.com/photos/baboon/452245099
Beer: http://www.flickr.com/photos/ramyoga/4810372978/
Clock: http://www.flickr.com/photos/beth19/4721798240
Praying Man: http://www.flickr.com/photos/stuckincustoms/2380543038