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Engage EMEA 2010 - Site Optimisation Business Justification

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Page 1: Engage EMEA 2010 - Site Optimisation Business Justification
Page 2: Engage EMEA 2010 - Site Optimisation Business Justification

Open Exchange

DIGITALMARKETINGMATURITY

MODEL (DM3)

Introduction

Visitor Data Mart

Optimize Your Results

PRODUCTS

PARTNERS

Drive Traffic to Your Site

Manage Your Brand

Understand and EnhanceYour Business

Integrate into YourEcosystem

Optimize

Ads

Social Measurement

Analytics

Segments

Score

Apps

Open APIs

Page 3: Engage EMEA 2010 - Site Optimisation Business Justification

Introduction

Analytics

Optimize

Page 4: Engage EMEA 2010 - Site Optimisation Business Justification

Site Optimisation Business Justification

Bob Garcia, Webtrends

Page 5: Engage EMEA 2010 - Site Optimisation Business Justification

site optimisation can make you…

A MARKETING SUPERHERO!

Page 6: Engage EMEA 2010 - Site Optimisation Business Justification

what is Site Optimisation?

Page 7: Engage EMEA 2010 - Site Optimisation Business Justification

Website Optimisation Involves…

Ongoing discipline striving to improve

content relevance in order to maximize

conversions.

Site Optimisation Tactics:

a/b testing multivariate testinganalytics

segmentation targeting personalization

Page 8: Engage EMEA 2010 - Site Optimisation Business Justification

What Can be Optimised?

Typical areas of focus:1. LEAD GENERATION

2. SELF-SERVICE

3. ECOMMERCE

4. CONTENT

Opportunities:

websites mobile facebook

carts/funnels segments

Page 9: Engage EMEA 2010 - Site Optimisation Business Justification

defining the OPPORTUNITY

Page 10: Engage EMEA 2010 - Site Optimisation Business Justification

Current Situation

Only 26% of surveyed marketers

currently use testing on their primary Web sites.

According to:

1October 20, 2009 – Forrester, “The Online Testing Vendor Landscape,” by John Lovett for Customer Intelligence Professionals

Page 11: Engage EMEA 2010 - Site Optimisation Business Justification

Importance Grows

eMarketer

forecasts:

• Double-digit global

growth.

• $61.8B Global

spend

• AAGR >10% thru 2014.

Page 12: Engage EMEA 2010 - Site Optimisation Business Justification

Optimisation is a Priority

88% growth

111% growth

Online tactics used vs. planned on public-facing websites for 2010

Page 13: Engage EMEA 2010 - Site Optimisation Business Justification

examining RETURN ON INVESTMENT

Page 14: Engage EMEA 2010 - Site Optimisation Business Justification

ONE REASON WHY?

To Get a Bigger…

Why Optimize?

Page 15: Engage EMEA 2010 - Site Optimisation Business Justification

and the INTANGIBLE value

Improved SEO

Improved

PageRank

Lower Service

Costs

Happier Customers

Increased brand

equity

Page 16: Engage EMEA 2010 - Site Optimisation Business Justification

CONSIDER THE ASSOCIATEDInvestment & Costs

Technology platform

• ₤4K - ₤ 15K/mo volume & capabilities

dependent

Resources (existing or

incremental)• Strategist/Analyst

• Web developer

• Creative

Page 17: Engage EMEA 2010 - Site Optimisation Business Justification

Before Af

ter

ROI Calculationsa couple of comparative

(Gain from Investment – Cost of Investment)

Cost of InvestmentROI =

Page 18: Engage EMEA 2010 - Site Optimisation Business Justification

ROI Example - Lead Generation (B2B)

Current Success Events 21,000Current Tota l Va lue £3,150,000Change in Vis i ts 0Change in Success Events 4,200New Success Event Rate 21.00%New Tota l Va lue £3,780,000

ROI = 289% Breakeven Success Event Rate 18.40%

Avg Monthly Vis i ts 10,000 Change (%) in Vis i ts 0%Avg Success Event Rate 17.50% Change (%) in Success Event Rate 20%Success Event Initial Va lue £150 Monthly Cost of Optimization £13,500Success Event Subsequent Value £0 ROI Analys is Period (months) 12

©2010 Webtrends. All rights reserved.

OPTIMIZATION ROI CALCULATOR

£1,050,000

£180,000

£870,000

Change in Value Investment Net Gain/Loss

Page 19: Engage EMEA 2010 - Site Optimisation Business Justification

Case Study – eMarketerVertical: Media/Publishing

Objective: Boost Yearly Professional Newsletter Subscription

Results:

Control Page MVT Winner

4

2

3

1. Refocused page to the professional value of the marketing reports2. High efficiency through funnel/form reduction (2 to 1 pages)3. Dramatically decreased abandonment with offer and price testing

53% Increase in

Subscriptions1

Page 20: Engage EMEA 2010 - Site Optimisation Business Justification

Case Study – MicrosoftVertical: Online Consumer Services

Objective: Increase subscriptions for Microsoft Office Live

Results:

Control Page MVT Winner

47% Increase in

Subscriptions

2

1

3

1. Improved conversions by reducing and tightening copy2. The new icons significantly outperformed the originals 3. Evolved layout provided a clearer call to action

Page 21: Engage EMEA 2010 - Site Optimisation Business Justification

Unique Insight – Multivariate Testing

Main Content(High)

Bottom Content*(Medium)

Social Media Bar(Insignificant)

*The winner for the Bottom Content factor was “Off (no content)” so no content is shown in its position

Factor Significance

Page 22: Engage EMEA 2010 - Site Optimisation Business Justification

Identifying RISKS & CHALLENGES

Page 23: Engage EMEA 2010 - Site Optimisation Business Justification

5 frequent hurdles you’ll need to overcome

Page 24: Engage EMEA 2010 - Site Optimisation Business Justification

Most Senior / Expensive Opinions Rule HIPPO factor

| hurdle 1

of 5

Page 25: Engage EMEA 2010 - Site Optimisation Business Justification

Without Strategy & Talent, People Get Lost

| hurdle 2

of 5

Page 26: Engage EMEA 2010 - Site Optimisation Business Justification

Ready, Fire, Aim! Approach with Optimisation

| hurdle 3

of 5

Page 27: Engage EMEA 2010 - Site Optimisation Business Justification

| hurdle 4

of 5

Not Using Data to Get You There

Page 28: Engage EMEA 2010 - Site Optimisation Business Justification

Inertia “We’ve Always Done Things That Way!”

| hurdle 5

of 5

Page 29: Engage EMEA 2010 - Site Optimisation Business Justification

Business Benefits

10% reduction in support calls!18% boost in leads!

33% lift in conversions

17% increase in conversions!

Incremental £500k!

Customer Satisfaction

Relevance Revenue

Page 30: Engage EMEA 2010 - Site Optimisation Business Justification
Page 31: Engage EMEA 2010 - Site Optimisation Business Justification

Bob Garcia(e) [email protected](t) @bob_garcia

Hugh Kimber(e) [email protected](o) +44 (0) 1784 415720