Testing and Optimization

> Tes&ng & Op&misa&on < Data driven cross-‐channel user

experience op4misa4on

> Smart data driven marke&ng

December 2011 © Datalicious Pty Ltd 2

Media A9ribu&on & Modeling

Op&mise channel mix, predict sales

Tes&ng & Op&misa&on Remove barriers, drive sales

Boos&ng ROI

Targeted Direct Marke&ng Increase relevance, reduce churn

“Using data to widen the funnel”

> Wide range of data services


Data PlaHorms Data collec&on and processing Omniture, Google Analy&cs, etc Web and mobile analy&cs Tag-‐less online data capture Retail and call center analy&cs Data warehouse solu&ons Single customer view

Insights Analy&cs Data mining and modelling Tableau, Splunk, SPSS, etc Customised online dashboards Media a9ribu&on models Market and compe&tor trends Social media monitoring Customer segmenta&on

Ac&on Campaigns Data usage and applica&on Alterian, SiteCore, Inxmail, etc Targe&ng and merchandising Marke&ng automa&on CRM strategy and execu&on Data driven websites Tes&ng programs

> Clients across all industries


> Datalicious op&misa&on process

§  Phase 1: Data analysis – SiteCatalyst, Discover, SearchCenter, etc

§  Phase 2: Test design & planning – Targe4ng and tes4ng matrix

§  Phase 3: Test implementa4on – Full-‐service or coordina4on only – On-‐site, off-‐site, call center, etc

§  Phase 4: Test analysis §  Phase 5: Training December 2011 © Datalicious Pty Ltd 5

Targe&ng before tes&ng

Purchase Cycle

Segmenta&on based on: Search keywords, display ad clicks and website behaviour Data

Points Access Advantage

Frequent Flyers

Home Loans

Research, considera&on

Acquisi&on message #1



Ad clicks, prod views

Conversion intent


Acquisi&on Message #5

Acquisi&on Message #6

Applica&on starts

Reten&on, cross-‐sell




Email clicks, logins, etc

> Implement smart re-‐targe&ng


Test Segment Content Success Difficulty Poten&al

Test #1A New prospects

Acquisi&on offer A

Click, order, etc

Low $50k Test #1B New

prospects Acquisi&on offer B

Click, order, etc

Test #2A Exis&ng customers

Up-‐sell offer A

Click, order, etc

High $100k Test #2B Exis&ng

customers Up-‐sell offer B

Click, order, etc

> Targe&ng and tes&ng matrix



The holy trinity of tes&ng

> The holy trinity of tes&ng 1. The headline – Have a headline! – Headline should be concrete – Headline should be first thing visitors look at

2. Call to ac&on – Don’t have too many calls to ac4on – Have an ac4onable call to ac4on – Have a big, prominent, visible call to ac4on

3. Social proof –  Logos, number of users, tes4monials, case studies, media coverage, etc


> Best prac&ce tes&ng roadmap §  Phase #1: A/B test

–  Test the same landing page content in completely different layouts

§  Phase #2: MV test –  Then test different content element combina4ons within the winning layout

§  Phase #3: Challenge –  Con4nue tes4ng and introducing layout and content challengers


Element #1: Prominent headline

Element #2: Call to ac4on

Suppor4ng content

Element #3: Social proof / trust

Terms and condi4ons






Apply Now

Chris&an Knowitall from Whoop Whoop: Bloody great card, changed my life! Never leave the house without it.


Element #1

Element #2 Element #3 Element #4

Element #5





The li9le things count

> It’s the small things that count


> Online form best prac&ce


Maximise data integrity Age vs. year of birth Free text vs. op4ons

Use auto-‐complete wherever possible


Challenge your perspec&ve

> ClickTale heat maps



The phone s&ll rings

> Use unique phone numbers


2 out of 3 callers hang up as they cannot get their informa4on fast enough. Unique phone numbers can help improve call experience.

> Jet Interac&ve call analy&cs


Think outside the box


Customised landing pages

> Seamless research experience


TV, print, direct mail, etc

Organic, paid search

Display ads

Display ad re-‐targe&ng

Applica&on process

Fall-‐out email follow-‐up

ANZ.com re-‐targe&ng

Ad Server / SuperTag

Ad Server / SuperTag

AdWords

Test&Target / SuperTag

Test&Target / SuperTag

> Network wide re-‐targe&ng


Frequent Flyer campaign

Card customer

Card prospect

Loan prospect

Access Advantage campaign Home Loans campaign

Access customer

Access prospect

Loan prospect

Loan customer

Loan prospect

Access prospect

Group wide campaign with approximate impression targets by product rather than hard budget limita&ons

> Network wide re-‐targe&ng


Card customer

Card prospect

Loan prospect

Access customer

Access prospect

Loan prospect

Loan customer

Loan prospect

Access prospect

> Op&misa&on success stories

§  Telstra: Bundles pages op4misa4on §  AGL: Landing pages and re-‐targe4ng §  NDS: Website build including op4misa4on §  G&E Money: Landing page op4misa4on §  ANZ: Landing pages and re-‐targe4ng §  CBA: Data driven op4misa4on strategy

§  ADMA: Tes4ng & op4misa4on course


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Data > Insights > Ac&on

Technology

Testing and Optimization