How to Use an Index to Measure Page Testing Success This session debunks the old adage, "select and test just one measure of success." Specific to B2B marketing, it's not that simple - multiple touch points and long sales cycles mean "success" can't accurately be captured by just one metric. The answer? An index that gives a differing value point to each conversion point. See how one marketer has realized great success from this system in both paid and organic search campaigns. * Tami Dalley, Director, User Experience Optimization, ROI Labs

1. Online Marketing Summit Philadelphia | July 8, 2010 Changing the way we measure success Tami DalleyDirector, User Experience OptimizationROILabs 1

4. Behaviour = Behavior

6. 7/9/2010 Quick Testing Basics 5

7. 7/9/2010 6 Types of Tests A/B/N Testing

8. 7/9/2010 7 Vs. Vs.

9. 7/9/2010 8 Types of Tests Multivariate Testing (MVT)

10. Headlines/Images Calls To Action Copy Display *

11. 7/9/2010 Why Test? 10

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13. 7/9/2010 12 *

14. 7/9/2010 How to Test? 13

16. Wide and Shallow, then Narrow and Deep

17. Rinse, repeat

18. Have a testing strategy

19. 1 primary success metric7/9/2010 14 Testing Strategies

20. 7/9/2010 15 Only 1 Success Metric

21. 7/9/2010 16 Which one to Pick? *

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24. “Success means different things to different people” 7/9/2010 19 *

25. 7/9/2010 So what to do? Use a weighted metric 20

26. 7/9/2010 21 What Is It? Assigning value to behaviors for “assists.” Home Runs: 18 Home Runs: 15 Runs Batted In: 66 Runs Batted In: 103 Which player is more valuable to you? *

27. 7/9/2010 Why Use A Weighted Metric? 22

28. 7/9/2010 23 Balanced view of success

29. 7/9/2010 24 Multiple desired outcomes

30. 7/9/2010 25 Looking for extra optimization *

31. 7/9/2010 When to use it 26

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36. PPC

37. SEO

38. Email

39. Social

40. Etc,etc7/9/2010 30 *1/2

41. 7/9/2010 How do you do it? 31

42. 7/9/2010 32 The Process Step 1:Identify online behaviors that reflect engagement (and correlate with leads or sales) Step 2:Confirm correlation, assign value and calculate the weighted metric Step 3:Optimizeusing this weighted metric “point” system

44. Whitepaper Download

45. Free Trials

46. Online Chat

48. 7/9/2010 35 Ideal = Integration Step 1.2: Visibility into “Success”

49. 7/9/2010 36 Reality = ?

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52. 7/9/2010 39 Pull a Goal Report Goals Week

54. Assign a valueto those behaviorsOption 1 – Gut instinct Option 2 – Statistical Analysis “ When this behavior happens, leads increase by x.”

56. So, 10 video views = 2.6 Leads

57. Translate into points (x100)

58. Video View = 26 points

60. 7/9/2010 44 Step 3: Apply Formula Weighted Metric

61. 7/9/2010 45 Use Weighted Metric to pick “Winner”

62. 7/9/2010 46 Upload into testing tool *

63. 7/9/2010 How do you apply this to PPC? 47

64. 7/9/2010 48 Apply Formula

65. 7/9/2010 49 Optimize PPC Campaigns Look at Cost Per Metrics Point (CPP) *

66. 7/9/2010 How do you apply this to SEO? 50

67. 7/9/2010 51 Apply Formula

69. New pages, new assets

70. Modify existing content

71. Change meta tags, titles, link anchors*

72. 7/9/2010 Considerations (*) 53

74. No Crystal Ball

75. Review on a regular basis*

77. Identify key behaviors

78. Assign value, calculate metric

80. 57 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit