Case study of how to use Google Website Optimizer, Google Analytics and other free tools to squeeze more ecommerce sales out of your existing online marketing campaigns.

1. Don’t Increase Ad Spend… Optimize to Maximize! Chicago December 9, 2008 Chris Benson Vice President & CTO Audio Editions Kayden Kelly CEO & Managing Director Blast Advanced Media

2. Challenge #1 Downloads

3. 30 % OFF + FREE Shipping Challenge #2 Fierce Competition

4. Consumer Confidence at 5 Year Low Budgets Being Cut Challenge #3 Recession

5. Benefit Cost Forever! 1 time 1 time Increase Conversion Buy More Traffic What’s the Best Plan of Action? 1 time

7. Tools Analytics - Website Optimizer - 4Q Survey How do you increase conversion? Benchmark, Goals, Changes, Measure, Repeat Pyramid Credit: Future Now

8. 1 – Benchmark & Set Goals Approach 2 – Qualitative Analysis 5 – Campaign Optimization 4 – Website Optimizer Tests 3 – Quantitative Analysis

10. Step 2: Qualitative Analysis Watch – What, Where, How Identify Obstacles

11. 4Q Surveys

15. Where are people abandoning in the process?

16. Complete Arkangel Shakespeare Searches 119 Sales 0 (Requires “Site Search” Tracking in Google Analytics) Are they finding it and buying? What are your users looking for?

17. Losing 2 of 3 users on Popular Pages Top Exits

18. 30-90% Bouncing on Product Detail June 2008 Product Detail Bounce Rate Nov 2008 After Removing Major Obstacle

19. 30%  8% Eliminated Obstacle Eliminated Obstacle

23. Website Optimizer Setup

27. A B Pick the Winner Winner! Increased Conversion +67%

28. Catalog Request Test Results Not Convinced…

29. A - Original A Follow Up Test

30. A Variation 1 B

34. Email Opt-in & How Heard -11% Email Newsletter Opt-in -25% Not Just Layout…

36. A

37. Conversion Enhancement – Option 2 B

38. Pick the Winner A B Winner! Increased Conversion +10%

41. Shifted Focus “ audio books”  “books on cd/tape” 0% - 1.7% 2.3% - 3.1% Step 5: Optimize Marketing Campaigns

44. Identified Issues Research (Recommendations Spreadsheet) Implemented Fixes (Proper Heading Tags, Meta Descriptions, Page Titles, etc) Site Optimization for Free Search Rankings

45. Consumer Traffic +20,000/month Cheaper Traffic! versus SEO CPC $0.02 240,000 visits/yr ($7k) PPC CPC $0.56 107,000 visits/yr ($60k)

46. 33% Consumer Purchases +64% (595  978) Conversion Rate +19% Goal: Increase Consumer Sales Result: Sales up Quality Traffic?

48. Twitter @blastam Website Optimization Blog www.blastam.com/broadcast Email [email_address] [email_address] Don’t Increase Ad Spend… Optimize to Maximize!