8. Winning creative beat control by 10.0% on UAR-Congratulations
and 8.2% on UAR-Profile Information
Over 1 billion template permutations analyzed
Control (creative 121) Winner (creative 271)
UAR-Congratulations = x% UAR-Congratulations = x% +10.0%
UAR-Profile Information = x% UAR-Profile Information = x% +8.2%
8
9. Who should control your marketing?
Shareholders/
Shareholders/
Investors
Investors
Product
Product Marketing
Marketing
Managers
Managers Dept
Dept
Creative
Creative
CEO
CEO Agencies
Agencies
Executives
Executives Analysts
Analysts
11
10. Who should control your marketing?
Shareholders/
Shareholders/
Investors
Investors
Product
Product Marketing
Marketing
Managers
Managers Dept
Dept
None of the
above Creative
Creative
CEO
CEO Agencies
Agencies
Executives
Executives Analysts
Analysts
12
11. Who should control your marketing?
Your marketing should be driven by your customers
Your
Your
Customers
Customers
13
13. Quiz!
Why Multivariate Conversion Analysis
Case Studies (Orange, Delta, etc.)
How it works
Q&A
Slide 15 15
14. The Content Selection Process is Complex & Faulty
How do you make web content decisions?
• Speculation
• HiPPO
• Intuition
• Agency experience
• Argument
• Quasi-objective
• Focus groups
What if Your Customers • Usability testing
Could Tell You What • Web Surveys
Content They Like?
16
23. Quiz!
Why Multivariate Conversion Analysis
Case Studies (Orange, Delta, etc.)
How it works
Q&A
Slide 29 29
24. But…. What’s the point?
• Your online competitive advantage
• Your Sales Funnel:
• Ease of buying & customer experience?
• Multi-channel influences?
• Technology investment (Flash, AJAX, Adobe AIR?)
• Your Operational Advantage:
• Change management?
• Cost reduction?
• Putting business in control of your site?
• Speed to market?
• Your Brand & Offering:
• Regional customers
• Price sensitivity? By region? By demographic?
30
26. Putting business in control of your online channel
Merchandising Challenge - Brands, price
brackets, colours vary depending on product
category
•How many price brackets?
•Should the number of products in stock be
displayed?
•How many brands?
•Which order is best?
•Are collapsible menus preferred?
Benefit –understand how your customers prefer to
interact with site technologies eg. reviews, search,
navigation, shopping carts.
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