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Making the Difference:Shortcuts to Success with Conversion Rate
Optimisation & Personalisation
Search Leeds 2016
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A Truly Global Team of Digital Specialists
20YEARS EXPERIENCE
52COUNTRIES
3,000+DIGITAL EXPERTS
83OFFICES
$2.1bnGLOBAL BILLINGS
400+CLIENTS
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Who am I?
Started career inSEO & PPC
6 years experience in analytics, UX & CRO
Qubit, VWO, Google partner
Worked across multiple verticals, international and domestic
businesses
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Who are you?
Are we all the same?Ideas
AttitudesNeeds
Backgrounds
We cant and shouldnt
assume that everyone thinks
the same aswe do
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Q: What is optimisation& personalisation?
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A: Youre Already Doing It
Ad copy
Destination pages
Content
Emails
Social activity
The most important word in the vocabulary of
advertising is TEST-David Ogilvy
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Just Probably Not On Your Website
For every $92 spent acquiring customers,
only $1 is spentconverting them.
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MatchingTargeting
with21st CenturyTechnology
Keyword
Previous history
Inferred demographics
Intent
Registered
Location
Time/Day
Device
1st party data
Weather
Channel
In-session activity
Element/promointeraction
3rd party data
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The Main Optimisation Options
Split test page variations against one another using live
traffic
Pros:StraightforwardDelivers results quickly
Cons:Lack of attribution to specific changes
AB Testing
Test multiple combinations of changes using live traffic
Pros:Attribute performance to specific changes
Cons:Time and traffic required to deliver results
Multi-Variate Testing
Create targeted onsite experiences for specific individuals and
audiences
Pros:Powerful way to turn data into action
Cons:Time, resource and technology requirements
Personalisation
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Enterprise-level Examples
100s or more tests delivered each
month
Commitment tolonger-term,
strategic testing cycles
In-houseand third-party
blended to accelerateadoption
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What Does Successful Optimisation Look Like?
The Process of Optimisation1. Research2. Plan3. Activate4.
Analyse
The Mindset of an Optimizer1. Why?2. Why not?3. Comfortable with
uncertainty4. Speed is of the essence
PROCESS MINDSET
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What Does Successful Optimisation NOT Look Like?
Orange button syndrome
Assumed best practice Competitor-obsessed Tactical, rather
than
strategic
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1. Always Start At The Beginning
For every complex problem there is an answer that is
clear, simple, and wrong.- HL Mencken
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The Beginning Should Always Be Your Users
What are your users likes,
dislikes? What do they
respond to?
Where are your users based? From
where do they access
your site?
What is the background of
your users?How does this influence their
behaviour?
What have your users done in this same visit? What have they
done
before?
Attitudinal: Environmental: Demographic: Behavioural:
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How Do You Find Your Audiences?
ANALYTICS USER SURVEYS USER TESTING USER INTERVIEWS
HEATMAPS SCROLLMAPS SESSION CAPTURE
AND MORE
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2. Consider the Context
Where in the customer
journey does your website appear? Is it a
conversion or an assist point?
What devices do your users use? How does this influence their
behaviour and
their access locations?
Are there any specific times of year or times
of day that influence customer
behaviour?
What doesthe users
acquisition channels &
keywords reveal about them?
CustomerJourney:
Device: Time: Acquisition:
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Then you just need to design & build the tests!
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Coming Full Circle: How Optimisation Benefits Search
Increased engagement
Tailored ad copy
Tailored display content
In storemerchandising
Reduced CPAs
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In Conclusion:
Conversion Optimisation is a competitive
imperative
Feed backinto the wider
business digital strategy
Create the mindset and
processes needed to help
CRO flourish
Challenge perceptions
and test withreal users
Optimisation and
Personalisationis already here
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Thank [email protected]
