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Maximizing Conversions And Overall Campaign Roi Presentation

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Maximizing Campaign ROI ,[object Object],[object Object]
Today’s Facilitators ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Two Questions: ,[object Object],[object Object]
Test for Better Returns on Ad Spend Question: Which tactics have had the most positive impact on your search marketing campaigns? (Select all that apply.)
Are You Optimizing for Better ROAS? ,[object Object],[object Object],[object Object],[object Object]
You are not alone ,[object Object],[object Object],[object Object],n=540, 9/6/07, Widemile webinar with SMN and Jupiter Research
Key Steps to Optimized Campaigns ,[object Object],[object Object],[object Object]
What is Multivariate Optimization? ,[object Object],[object Object],[object Object],[object Object],Sample Landing Page
MIVA Case Study: Weather Toolbar ,[object Object],[object Object],[object Object]
Marketing Questions: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Optimization Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Baseline Page
Assessment and Redesign - Wireframe Google Product Information Header TRUSTe Spyware FREE Hero Shot Call To Action Button Product Description Headline 2 3 4 5 6 7 8 1
Defining Test Matrix 2048 potential combinations tested with 16 experiments No. Factor (Variable) Levels (versions) 1 Header 4 2 Hero shot 4 3 TRUSTe logo 4 4 Headline 2 5 Call-to-action 2 6 Product description 2 7 Spyware-free message 2 8 Google info 2
Example: Header - which one works best? Level 2 Level 3 Level 4 Level 1
MVT Determines What Works Best 2 3 4 5 6 7 8 1
Which TRUSTe logo works best? Level 2 Level 3 Level 4 Level 1 OFF
Test Complete in Two Weeks Copyright 2007 – 2008 Widemile Inc. All Rights Reserved. Confidential Slide Test Duration Test Data Stabilization Conversion Rate
And the Winner is…
And the Winner is… Header Hero Shot Google Product Information TRUSTe Spyware FREE Call To Action Button Product Description Headline
What’s Most Important? ,[object Object],Headline Spyware TRUSTe Call-to-action Header Product Description Hero shot HIGH MEDIUM LOW Influence Index
Analysis ,[object Object],[object Object],[object Object],[object Object]
1 2 3 4 OFF Factor Analysis: TRUSTe logo ,[object Object],[object Object],[object Object],Relative Conversion Rate
Greater Campaign Efficiency Twice the number of toolbar installs for the same ad spend 100% 215% 100 200 Index: Conversions / Ad Spend
The Three Steps - Recap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Helpful Resources ,[object Object],Web Design for ROI by Lance Loveday & Sandra Niehaus Closed Loop Marketing
Next Step Test current optimal page versus New creative design using optimal content
 
 
Thank You ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Maximizing Conversions And Overall Campaign Roi Presentation

  • 1.
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  • 4. Test for Better Returns on Ad Spend Question: Which tactics have had the most positive impact on your search marketing campaigns? (Select all that apply.)
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  • 12. Assessment and Redesign - Wireframe Google Product Information Header TRUSTe Spyware FREE Hero Shot Call To Action Button Product Description Headline 2 3 4 5 6 7 8 1
  • 13. Defining Test Matrix 2048 potential combinations tested with 16 experiments No. Factor (Variable) Levels (versions) 1 Header 4 2 Hero shot 4 3 TRUSTe logo 4 4 Headline 2 5 Call-to-action 2 6 Product description 2 7 Spyware-free message 2 8 Google info 2
  • 14. Example: Header - which one works best? Level 2 Level 3 Level 4 Level 1
  • 15. MVT Determines What Works Best 2 3 4 5 6 7 8 1
  • 16. Which TRUSTe logo works best? Level 2 Level 3 Level 4 Level 1 OFF
  • 17. Test Complete in Two Weeks Copyright 2007 – 2008 Widemile Inc. All Rights Reserved. Confidential Slide Test Duration Test Data Stabilization Conversion Rate
  • 18. And the Winner is…
  • 19. And the Winner is… Header Hero Shot Google Product Information TRUSTe Spyware FREE Call To Action Button Product Description Headline
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  • 23. Greater Campaign Efficiency Twice the number of toolbar installs for the same ad spend 100% 215% 100 200 Index: Conversions / Ad Spend
  • 24.
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  • 26. Next Step Test current optimal page versus New creative design using optimal content
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  • 29.