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Ongoing OptimisationSteve WilleyGroup Head of Product Development
Agenda• Who we are
• How we optimise• Be clear on objectives
• Build and equip a dedicated team
• Build a test plan and PRIORITISE
• Focus on the Customer
• Test, test, test and test some more
• Share learning
The Foundation of a DMO Maturity Model
About moneysupermarket.comMatching customers to the right product and right provider
• 130M total visitors in 2009
• The most trusted brand for Money products (vs banks and other PCWs)
• 3 business verticals, 39 product categories (channels), forums and editorial
• £75m p.a. marketing spend
How we optimise
Be Clear on your Objectives
Moneysupermarket:Using insight from analytics and finance mart, optimise our core channels through A:B and Multivariate testing tools for revenue and conversion, providing/maintaining a customer experience that supports Best Shop objectives
Build and Equip your team• Skilled MI analysis• Product Owners• Decision makers• Creative• Editorial• Search marketing
• Deploy training in onsite analytics packages (to build insight for testing)
• The ability to build your own tests will enable your business to increase the number of tests that can be built at any one time
Create a test plan and prioritise
Channel Details Anticipated Revenue per month
Test launch Revenue through year end
A AB variant test Reduced bounce rate 3/8/10 £Confidential
B Multivariant test £Confidential 25/8/10 £Confidential
C Multivariant testServed to 50% audience
£Confidential 2/9/10 £Confidential
D Multivariant test £Confidential 16/9/10 £Confidential
E Multivariant test £Confidential 28/9/10 £Confidential
F AB variant tests £Confidential 11/10/10 £Confidential
9
Focus on the customer
What we test: New Launch vs control/Existing
12*Conversion Rates are not accurate as sample is extremely low
LevelConversion
Rate*Probability to Beat the
Control
1-Control Confidential% ---
2-Advisor Confidential% Confidential%
3-Emotional Confidential% Confidential%
4-PhoneAdvisor Confidential% Confidential%
What we test: Imagery
13*Conversion Rates are not accurate as sample is extremely low; lift has been omitted for the same reason.
LevelConversion
Rate*Probability to Beat the
Control
Button 1 Confidential% ---
Button 2 Confidential% Confidential%
Button 3 Confidential% Confidential%
Button 4 Confidential% Confidential%
What we test: buttons
What we test: SEM Ad CopyCTR VTA
98% of customers save withMoneysupermarket Car Insurance Confidential% Confidential%
Amazing savings of up to £475 on carinsurance if you compare with us! Confidential% Confidential%
Haggle Free Deals. Save an Average£224 on your Car Insurance today! Confidential% Confidential%
Haggle Free Deals! Save up to £475on Car Insurance. Compare with us. Confidential% Confidential%
Compare 120+ prices in just 2 mins& save up to £475 on Car Insurance Confidential% Confidential%
350,000+ people visit us every day.Save on car insurance - Are you in? Confidential% Confidential%
Compare 110 insurers & Save up to50% off Car Insurance today! Confidential% Confidential%
What we test: Everything else!• Links
• Banners
• Content
• Fragments
• Product Promotions
• Hero offers
• Editorial
• Video
• …..
Customer focus and optimisation translates into customer advocacy
Source: Edigital Research, July 2010
“The site strikes me as being the most professional site, mainly
because it seems that they have invested a lot of time in thinking
how to make the site user friendly, i.e. by making the
layout, quote process etc as intuitive as possible”
Sharing knowledge
1. Use insight to remove subjectivity and continually improve your customer experience
2. Listen to what your customers are telling you
3. Update landing pages as often as possible with recent and relevant messaging
4. Use contrasting colour and descriptive messaging for calls to action
5. Understand what customers are clicking on, and then activate the click to go to where your primary ‘click goal’ is
6. Where possible, encourage customers to convert on that day
7. Ensure site consistency – don’t alienate your audience
8. Use relevant SEM and SEO ad copy
9. Use SEM to test your key messages – then transfer into the main site
10. Measure - test, test, test, test, test, until you have a winner.
Ongoing Optimisation
• Web site, online media optimisation
• A/B and multivariate testing – strategy, execution and reporting
• Maximise your desired outcomes given your business strategy
ANALYTICS RESOURCES &
DOMAIN EXPERTISE
DATA INTEGRATION & VISUALIZATION
ANALYSIS & INSIGHT
ADOPTION &GOVERNANCE
ONGOINGOPTIMIZATION
MEASUREMENTSTRATEGY
