Digital Marketing Masterclass

Emarketeers 2007
Page 1
Digital Marketing
Masterclass
Bucharest, 27 February 2014
Engage 2013 Page 2
About me
27/02/2014
http://www.linkedin.com/in/vanderbeek

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About me
27/02/2014
http://twitter.com/remcovanderbeek
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About Engage
27/02/2014
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The Internet has changed
27/02/2014
Internet users
2002
569 mln
2012
2.27 bln
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27/02/2014
Websites
2002
3 mln
2012
555 mln
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Daily internet usage
2002
46 min.
2012
4 hrs.
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Page load time
2002
16 sec.
2012
6 sec.
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Internet Explorer
2002
95%
2012
39%
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Average search query
length in words
2002
2,4
2012
4,3
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Major game changers
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The new consumer decision journey
27/02/2014
Source: http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey#!
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The new consumer decision journey
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Stimulus ZMOT FMOT SMOT
Source: Google
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67% of internet searches are caused
by offline marketing campaigns
(iProspect / Jupiter)

44% will search for a brand name
25% will search for a product name
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Source: Google
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Guess what...ZMOT also influences offline sales
27/02/2014
ROPO: four out of
ten people prefer to
research online
before purchasing
offline
(Google/GfK)
Source: Google, Influencing Offline
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Guess whatthe same happens in B2B
Source: MLCs 2012 Customer Purchase Decision-Making survey; MLCs 2011 Customer Purchase Research survey.
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The new marketing challenge: catch customers
upstream in their pre-purchase research (ZMOT)
27/02/2014
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Marketing budgets switch to online
27/02/2014
Source: IAB, AdEx Benchmark 2012
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Using the right bait
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Demand for digital skills
27/02/2014
Source: Digital Marketing: Organisational Structures and Resourcing, Econsultancy (2011)
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The new marketing skillset: part artist, part scientist
27/02/2014
Analytical

ROI orientation

Conversion
optimization
Brand journalist

Writing and
communication
skills

Visual content
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Holistic digital marketing approach
Source: Nedstat
ATTRIBUTION
REACH ACT CONVERT
ENGAGE
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RACE model
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
The RACE Internet Scorecard
Reach Act
Engage Convert
Digital
Strategy
RACE KPIs & metrics
1. Business objectives are
defined

2. and translated into
online goals

3. Goals are mapped to KPIs

4. KPIs are measured with
metrics

5. Segmentation provides
deep insights

Source: http://matt-smedley.com/
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RACE model
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
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Paid, Owned, Earned
27/02/2014
Advertising that is placed
and bought by the
marketer

Branded communication
that makes a direct
connection between
brand and consumer
Communication about a
brand that is not
managed by the
marketer
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Paid, Owned, Earned
27/02/2014

Paid search
Display advertising
Affiliate marketing

Email marketing
SEO
Branded social channels

Direct traffic
Referrals
Social media

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Paid online media spend Romania
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Mobile paid online media spend Romania (0,5% of total)
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Earned & Owned
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Earned & Owned
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Source: www.socialbakers.com
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Earned & Owned
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Earned & Owned
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Search Engine Marketing
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
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SEO vs. PPC
27/02/2014
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Question
What percentage of search traffic comes
from organic clicks ?

a) <50%
b) 50% - 60%
c) 60% - 70%
d) 70% - 80%
e) >80%

27/02/2014
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SEO is still a very big deal !
27/02/2014
Source: Compete / Kantar: Seeing between the lines of the search and the click (2012)
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Question
What percentage of organic search clicks
are from the first search results page ?

a) <50%
b) 50% - 75%
c) 75% 90%
d) >90%

27/02/2014
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First SERP matters ! Very much so.
27/02/2014
Source: Chitika Insights, Data Driven (June 2013)
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Question
What percentage of organic search clicks
are made from the top 3 organic search
results ?

a) <25%
b) 25% - 40%
c) 40% - 60%
d) >60%

27/02/2014
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Top 3 search results account for 61,5% of all SEO traffic
27/02/2014
Source: Chitika Insights, Data Driven (June 2013)
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Example
32,5%
2,4%
3,5%
8,1%
4,4%
6,1%
17,6%
3,1%
11,4%
2,6%
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50% of mobile sessions start with search
27/02/2014
Source: http://andrewmartineau.com/how-many-organic-pages
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Black hat SEO techniques were dead long ago
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Many old white hat SEO techniques still work !
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Keyword research
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Competitor benchmarking
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Meta titles and descriptions
Meta title 65 characters
Meta description 150
characters
Unique for every page

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Homepage
Other page
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Meta titles and descriptions
27/02/2014
Better
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32,5%
2,4%
3,5%
8,1%
4,4%
6,1%
17,6%
3,1%
11,4%
2,6%
Digital asset optimisation
Use ALT tags on images

Videos in search results
have a 41% higher
click-through
rate than plain-text
results (Source: ReelSEO)

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Social media integration
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Where are the share buttons?
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What do you want me to share ?
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How it should be done
Title tag
Meta description
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Blogging: Author Rich Snippets
Add your site to the Google+
Contributor to section
Link each blog post to your
Google+ profile
Add ?rel=author at the end of
this link
Add your name as anchor text
Or declare authorship in the
<head> section or use Yoast
Wordpress plugin
27/02/2014
Source: http://www.swellpath.com/2013/09/author-rich-snippets-tutorial-2013/
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External link building
Penguin algorithm update

April 2012
Poor quality links
Over-optimised anchor text

Natural anchor text
Variety of thematic backlinks

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Beware of poor quality (guest) blog
posts and blog posts with optimised
anchor text

Hi Jinoe, I work for Philips and its
great to hear youre using the Avent
spoon for Gabs first solid food. Did
you know we also make a mini
blender which is ideal for fruit and
vegetables. Ill leave you a link to our
Solid Feeding Starter Set. Let me know
how you get on.
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YouTube Link
URL for info
Image Attachment
PerfectCare Steam Iron
If you are publishing a press release or an
article on your site and distribute it through a
wire or through an article site, you must make
sure to nofollow the links if those links are
optimized anchor text. (Google)

Consumers have a hard task knowing which is the best
iron to buy in order to care for clothes in their home

Philips PerfectCare irons have no temperature dial, which
means that theres no need to look at washing instructions
on clothes any more.

Visit the Steam Irons section of the Philips website for iron
reviews and information.
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Content
Panda algorithm update

February 2011
Targets thin content, content farms
and high bounce rates

No duplicate content
Use unique content to generate
backlinks
No content spinning
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Many old white hat SEO techniques still work !
27/02/2014
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Panda & Penguin do make victims
27/02/2014
Sources
http://searchengineland.com/google-says-no-comment-on-why-interflora-was-penalized-149308
http://www.davidnaylor.co.uk/interflora-where-have-all-the-flowers-gone.html
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Panda & Penguin do make victims
27/02/2014
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...and then there was Hummingbird
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...and then there was Hummingbird
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Hummingbird explained
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Search 3.0: natural language search
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Social signals
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Social signals
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Google+ gets more weight in SERPs
Google+ requires no crawling

Personalised search results
People who follow you on Google+ are more
likely to see your search results.
People who follow anyone who +1's the
content are more likely to see your search
results.
More Google+ post in search results, even
in non-personalised search results
(because Google looks at signals outside of
Google+)

27/02/2014
Source: http://searchenginewatch.com/article/2307518/Google-SEO-How-Google-Impacts-Search-Results
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Google+ gets more weight in SERPs
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Google+ Romania
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Mobile user experience correlates with search rankings
Sites with a poor mobile user
experience will be downgraded in
search rankings

Especially when the search is
performed from a mobile device

27/02/2014
Source: http://searchenginewatch.com/article/2325063/6-SEO-Predictions-for-2014
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Secure search to hit 100%
27/02/2014
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Question
What metric(s)
do you use to
measure SEO
success ?
27/02/2014
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Measuring SEO success
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Paid search
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Paid search in Romania
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Paid search in Romania
27/02/2014
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Question
What percentage of paid search clicks are
made from the top 3 paid search results ?

a) <50%
b) 50% - 60%
c) 60% - 70%
d) 70% - 80%
e) >80%

27/02/2014
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The 20/80 rule of paid search
27/02/2014
Source: Compete / Kantar: Seeing between the lines of the search and the click
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The 20/80 rule of paid search
27/02/2014
Source: Compete / Kantar: Seeing between the lines of the search and the click
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Search results presentation continues to change
27/02/2014
Google Romania
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Google UK
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Remember: 50% of mobile sessions start with search
27/02/2014
Source: http://andrewmartineau.com/how-many-organic-pages
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Sponsored ads with
images

Product Listing Ads

New Ad extentions
(reviews)

New bidding options
(weather)
27/02/2014
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Optimisation
Limited number of keywords
per ad group
Limit the use of broad match
Use of negative keywords
At least 2 different ads per ad
group
Use of ad extensions
(sitelinks, social, call,
location, review, product)
Quality score
Landing pages
Remarketing campaign
27/02/2014
The biggest
challenge for
brands and
agencies alike is
to make non-
branded paid
search profitable
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The economics of paid search
Impressions: # times an ad was shown 1.000.000
Click-through rate: # clicks / # impressions 2%
Clicks: how often was the ad clicked 2.000
Average CPC: cost / # click 0,50
Cost: total advertising budget spent 1.000
Conversion rate: # conversions / # clicks 5%
Conversion: how many conversions were generated 50
Average conversion value: 100
Total conversion value 5.000
Gross margin per conversion: (revenue-cost) / # conversions

= (5.000 1.000) / 50 = 80
27/02/2014
Should you bid for your own brand name?
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27/02/2014
How many orders from Adwords do you loose when stopping
branded search terms ?

27/02/2014
and how many orders do you gain in SEO ?

Should you bid for competitor brand names ?
27/02/2014
Should you bid for competitor brand names ?
27/02/2014
Bing ads
27/02/2014
Source:
KISS
Metrics
Display Advertising
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
Display advertising Romania
27/02/2014
Display advertising Romania
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Mobile display advertising Romania
27/02/2014
Classic embedded formats
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Embedded rich media formats, with or without video
27/02/2014
Video formats
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Social media formats: classic and native
27/02/2014
Question
What was the average click-through rate
on banner ads in Eastern Europe during
the last three months ?

a) < 0,1%
b) 0,1% - 0,5%
c) 0,5% - 1%
d) > 1%

27/02/2014
Display advertising metrics
27/02/2014
Display advertising metrics
27/02/2014
Sources: Dave Chaffey, DoubleClick for Advertisers July 2010
Postview metrics
Visitation to advertisers web site:
+72%

Likelihood of conducting a branded
search query: + 94%

Lift in both online and offline sales
27/02/2014
Source: comScore, How Online Advertising Works: Whither the Click in Europe?
A U.K. & European Perspective on the Latent Impact of Display Advertising
Postview metrics
27/02/2014
Embedded formats
27/02/2014
Effectiveness of embedded formats
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Doubleclick Display Benchmarks
Effectiveness of embedded formats
27/02/2014
Doubleclick Display Benchmarks
The bigger, the better
27/02/2014
The bigger, the better
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Video formats
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Video formats
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Video formats
27/02/2014
In-stream Linear
Ad presented before, in the middle of, or after the video content.
Pre-roll
Mid-roll
Post-roll

27/02/2014
Source: Google/Doubleclick, Diplay BuisnessTrends 2012
In-stream Non-Linear
Ad runs concurrently with the video content so the users see the ad
while viewing the content. Non-linear video ads can be delivered as
text, graphical ads, or as video overlays.
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In-stream Companion Ads
Commonly text, display ads, rich media, or skins that wrap around
the video experience.
These ads come in a number of sizes and shapes and typically run
alongside or surrounding the video player.
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In-stream Companion Ads
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Benchmarking video click-through rates by format
27/02/2014
Source: IAB / SKy
Benchmarking video postview metrics by format
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Source: IAB / SKy
Benchmarking click-through rates by format
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Benchmarking postview metrics by format
27/02/2014
Display advertising models
27/02/2014
Real-time bidding explained
A user visits a website with a display advertising, a
call is made by the exchange server supporting
Real Time Bidding (RTB) to the Demand Side
Platforms (DSP) or Ad Networks (Ad Exchange) to
determine which advertiser gets to serve the ad.
Each user has an associated set of attributes,
which is transferred from exchange server to the
DSP and determines whether the user has the
desired attributes (cookies) that the advertiser
wants to target.
Based on the perceived value of this user, a bid is
placed on this ad impression by relevant
advertisers and the highest bidding advertiser gets
the placement.
27/02/2014
Real-time bidding explained
27/02/2014
Affiliate marketing
27/02/2014
Advertiser
Product
Consumer
Affiliate
website
Affiliate
network
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Social Media Marketing
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
Customer
Experience
DEVICES
DATA & ANALYTICS
Social media display advertising
27/02/2014
Facebook newsfeed ads are hot
27/02/2014
Facebook RHS ads are not
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?
?
?
?
?
?
?
Newsfeed ads are hot !
Allocate at least half of
your Facebook budget to
News Feed ads.
27/02/2014
...particularly on mobile
74 percent of monthly active
users access Facebook from
mobile devices.

Mobile-only News Feed ads
have 187 percent higher CTR
and 22 percent lower CPCs
than desktop ads.

Mobile-only campaigns make
a lot of sense.
27/02/2014
Ad rotation
Direct response campaigns: campaigns with ad
rotation yielded 35 percent higher CTR and 34 percent
lower cost per conversion versus campaigns without
automated rotation.
Fan acquisition campaigns: campaigns with
automated ad rotation saw 60 percent higher CTRs and
75 percent lower costs per fan versus campaigns
without ad rotation.
Most used rotation strategies are changes in CTR and
intraday rotation.
27/02/2014
Coming soon...Facebook video ads
27/02/2014
Custom audience targeting
14% lower CPCs and 64% lower cost per conversion
than category or interest based targeting.
3.87 times higher conversion rates than campaigns
using demographic or category targeting options.
27/02/2014
The content alternative
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Email Marketing
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
Just because its cheap doesnt mean you should
27/02/2014
CRITICAL improvement
Creative: design, layout, colours, CTAs, HTML or text
Relevance: how targeted is the campaign?
Incentive: Whats in it for me?
Timing: time of day, day of week, touch strategy, point in life-
cycle
Integration: brand / messaging consistency, integration with
channels
Copy: tone of voice, structure, hyperlinks and CTAs
Attributes: header (subject line / from address), pre-header
Landing Page: design, messaging and location of landing page
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Open rate optimisation
27/02/2014
A
B
50% of readers decide to open an email based on the subject
line alone
27/02/2014
A
B
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27/02/2014
CTOR
39,1%
CTOR
34,8%
Rule of thumb: 80% text, 20% images
27/02/2014
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Click-through rate optimisation
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No preheader

Centered header image and text

Layout shifts to single column
design (images on top of text,
rather than side-by-side)

Expanded links fit the entire width
of the device
27/02/2014
Landing page optimisation
27/02/2014
Conversion
3,7%
Conversion
4,2%
Benchmarks
27/02/2014
Open rate
20% - 40%
Click-through
rate
2% - 4%
Source:
http://mailchimp.com/resources/research/ema
il-marketing-benchmarks/
When is the right time to send email ?
27/02/2014
Time optimum varies in
function of:

B2C vs. B2B
Industry
Target audience
Device
External factors
When is the right time to send email ?
27/02/2014
Deliverability
20% of opt-in email in
Europe never makes it to
the inbox

ISP filtering
Email client filtering
Spam traps
False-positives
List health (list buying?)
Recipient interaction
27/02/2014
Data quality =
offer +
message +
promotion
Whats your Sender Reputation ?
27/02/2014
Dealing with Gmail tabs
27/02/2014
Email Marketing
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
Exercise
What metrics
should you use
to measure
reach ?
27/02/2014
Marketing channel effectiveness
27/02/2014
REACH metrics

Impressions
Traffic volume per channel
Traffic share per channel
Cost per channel
Search: brand vs. non-brand
Swim lane measurement
27/02/2014
Source: Forrester Research, Inc.
14.8 touchpoints in average consumer electronics
decision journey
27/02/2014
Source: Nedstat
What does your multi-channel landscape look like ?
27/02/2014
Multi-channel insights change the way online marketing
budgets are allocated
A six-fold increase in SEO spend from being able to see the true
contribution of natural search

A major increase in internal priority on web site changes to
improve SEO rankings

A 30% saving in commission payments to CPA partners through
accurate deduplication

A three-fold increase in paid search spend on generic terms that
attract customers higher up the path to a sale
27/02/2014
Conversion Rate Optimisation
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
Make it easy
27/02/2014
Make it fast
Just One Second
Delay In Page-
Load Can Cause
7% Loss In
Customer
Conversions

27/02/2014
Source : http://www.tagman.com/mdp-blog/2012/03/just-one-second-delay-in-page-load-can-cause-7-loss-in-customer-
conversions/
Make it fast
How fast should a website download ?

a) 1 - 2
b) 2 - 3
c) 3 4
d) 4 - 5
e) >5

27/02/2014
Make it responsive / adaptive
27/02/2014
Images are pre-optimised
Faster page load
Excellent performance
across wide variety of
devices
Does not require rebuilding
Images are downloaded and
resized
Slower page load
Less performant across wide
variety of devices
Requires rebuilding or a
newly build site
Make it responsive / adaptive
27/02/2014
Make it intuitive
27/02/2014
Make it intuitive
Panel-based usability testing service that provides feedback from
Testers regarding questions you ask them about your web site.
Including a Flash video of the tester talking about their
interaction with the site + a written summary by the tester.
Tests are completed within one hour.
Pricing $29 per test
27/02/2014
Make it work
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Make it a rich experience
27/02/2014
Scrolling
Less text
Tiled browsing
Big images
Make it personal
27/02/2014
Personalisation: behaviour & history
Inspire Me page is automatically filled with featured destinations
that have a high likelihood of increasing conversion rates based upon
attributes of each visitor :

Planning days in advance of the trip
Length of stay
Number of people (adults and children)
Last departure point (searched or booked)
Last destination (searched or booked)
27/02/2014
Source : Maximyser
Personalisation: behaviour & history
Targeted Inspire Me campaign led to a 55% conversion rate
improvement
3.7% improvement in bookings

27/02/2014
Source : Maximyser
Personalisation: social graph data
27/02/2014
Big Data personalisation
27/02/2014
Conversion optimisation rationale

(Forrester)

27/02/2014
Companies whose conversion rates have
improved over the previous 12 months are
using on average 26% more methods to
improve conversion and 50% more ways to
segment their visitors and customers than
those companies whose conversion rates
have not improved.

(E-consultancy)

27/02/2014
On-the-fly analysis & testing
Reporting
Results vs objectives
Analysis
Data analysis to identify
points of improvement
Decision
Rational decision about improvements
Action
Implementation of
improvements
Reaction
Monitor reaction of visitors
to every element
Source: Nedstat
Analysing & testing = conversion
27/02/2014
Issue: many customers who clicked the
'Buy Now' button on the company's site did
not complete the transaction.

Cause: "It confused some customers who
filled out the 'Company' field with their
bank name. After putting in their bank
name, these customers then went on to
enter the address of their bank, rather
than their home address, in the address
field.

Result: "After we realised that we just
went onto the site and deleted that field -
overnight there was a step function
[change], resulting in $12m of profit a
year, simply by deleting a field.

Source: silicon.com

Source: silicon.com
Big drop off in step 2 of the conversion process
27/02/2014
Use click path analysis to understand where visitors disappear to
27/02/2014
Analyse and simulate purchase process to identify bugs & hurdles
27/02/2014
Fix bug and enjoy improved conversion
27/02/2014
The perfect flow
27/02/2014
27/02/2014
Remarketing
A surfer visits www.your-site.ro and leaves the site without
converting. A retargeting cookie is set. When the surfer visits other
websites (e.g. Hotmail) banners from the Your Site are served.
27/02/2014
Remarketing
A surfer performs a search on Google for hotel Bucharest. A
retargeting cookie is set. When the surfer visits other websites (e.g.
Hotmail, Telegraaf etc.) banners from the Crown Plaza hotel
Bucharest is served.
27/02/2014
Remarketing
Consider the time span between first visit and purchase
Dont retarget visitors who already converted
Dont set retargeting rules too broad
Select provider based on inventory, service, display advertising
model (CPM / CPC / CPA)

27/02/2014
Remarketing
27/02/2014
Shopping cart abandonment
A visitor started the
conversion process on
www.your-site.ro but did not
complete it.

In the process the visitor left
an email address.

Shortly after leaving the site
the visitor receives an email
with the content of the
shopping basket asking
him/her to complete the
purchase.
27/02/2014
27/02/2014
27/02/2014
Customer surveys
27/02/2014
Customer surveys
27/02/2014
Customer surveys
27/02/2014
A/B & Multivariate Testing
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
Question
What is the average online conversion rate ?

a) <1%
b) 1% - 2%
c) 2% - 3%
d) 3% - 4%
e) 4% - 5%
f) > 5%

27/02/2014
The Amazon way

conversion rate : 12,8%
200 live tests at any time
27/02/2014
Source : Nielsen/NetRatings
A/B testing (split run)
One element at a time => lengthy
therefore often smaller gains
Interactions between multiple
elements cannot be tested
27/02/2014
Vendors

+ most MVT vendors
M
V
T
MVT analytics
27/02/2014
Multivariate testing
Advantages
Quickly test many small page
elements to understand
individual effects on
conversion rate
Measure interaction effects
between independent
elements to find synergic
effects
Insightful analytics about
interaction effects
Downsides
Requires many more variable
combinations to be run than
A/B
Requires more traffic to reach
statistical significance than
A/B
Gives approximated results
(Taguchi) or requires
exponentially more traffic
(Full Factorial)

27/02/2014
Fractional factorial multivariate testing (Taguchi)
Does not test all of the combinations
of options in your test.
Instead tests a smaller sample of
combinations thus allowing the test
to run a shorter length to get your
results.
Maths are applied to determine
results based on this small sample.
27/02/2014
Vendors

+ most full factorial vendors
Full factorial multivariate testing
Tests all combinations of the options in your test

Takes longer than fractional-factorial since it does go through all
of the possible combinations to deliver the results.
27/02/2014
A/B or MVT ?
27/02/2014
Test duration to get to 95% confidence
MVT methodology : Fractional or Full Factorial
Integration with WA tool
Ease of implementation
Ease of interpretation
Cost

Resource: http://www.whichmvt.com/#
KwikFit insurance
Varied page layout and call to action
button style without changing offers and
text copy.

Four variations were created and tested
against the default page which was
served to live visitors as a control.

The winning approach delivered a 103%
increase in clickthroughs on quote
buttons.
Laura Ashley
Multiple approaches to the layout of the shopping
bag page were tested with live visitors.

Elements tested included:
the addition of product images to the page
the style of and text used in call to action buttons
the presentation of pricing information

The winning page increased the number of
visitors clicking through to the checkout by 11%
and significantly increased the overall sales
conversion rate.

Main changes: a highlighted proceed button and
the removal of distractions from above and below
the cart details area.
Cancer Research UK
Cancer Research UK
Cancer Research UK drives traffic to its website where visitors
can sign up to become regular donors by monthly Direct Debit.

Multiple approaches to the copy and layout of the page were
designed and tested with live visitors. Changes tested included:
different styles and positioning of the text copy around the form
locating the form in different areas of the page
changes in layout and alternative form validation mechanisms

At the conclusion of the test, the winning donations page had
delivered 4.11% more confirmed donations.
Act & Convert
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
Exercise
What metrics
should you use
to measure act
& convert ?
27/02/2014
ACT & CONVERT metrics

Bounce rate
Page load time
Dwell time
Funnel starts
Funnel completions
Task completion score
ACT & CONVERT metrics
Testing quizz
Planet Amex: which version generates 48% uplift in
phone calls ?
Photobox: which version
increased sign-ups by 14% ?
Sytropin: which version generates 50% conversion uplift?
Yuppiechef: which landing page version increased
wedding registry sign-ups from 3% to 6%?
Dell: Which Category Page Increased Sales by 13,3%?
Express Watches: Which Version Got 107% More Online
Sales?
Which Internal Site Search Functionality Got 49% More
Purchases?
ASDA: Which layout reduced homepage abandons by an
average 19%?
Which Ecommerce Product Page Template Increased
Add-to-Cart Clicks by 10%?
Which Philips Norelco Creative Got 79.4% More Buy
Now Clicks?
Which Thomson Reuters onsite search function
increased searches by 7.59%?
The moment of truth
27/02/2014
Planet Amex: which version generates 48% uplift in
phone calls ?
Photobox: which version
increased sign-ups by 14% ?
Sytropin: which version generates 50% conversion uplift
?
Yuppiechef: which landing page version increased
wedding registry sign-ups from 3% to 6%?
Dell: Which Category Page Increased Sales by 13,3%?
Express Watches: Which Version Got 107% More Online
Sales?
Which Internal Site Search Functionality Got 49% More
Purchases?
ASDA: Which layout reduced homepage abandons by an
average 19%?
Which Ecommerce Product Page Template Increased
Add-to-Cart Clicks by 10%?
Which Philips Norelco Creative Got 79.4% More Buy
Now Clicks?
Which Thomson Reuters onsite search function
increased searches by 7.59%?
Content Marketing
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
Brand journalism Coca Cola style
Content marketing the Coca Cola way

1. Why Should I Care ?
2. Element of surprise ?
3. Universal appeal ?
4. Generates interest ?
5. New & innovative ?
6. Different from competition ?
7. Systemically measured ?
Reviews
64% of consumers read online reviews
when purchasing technology items
(Graham Charlton / Econsultancy)
Reviews offers fresh and unique
content (spider food)
Keyword opportunity: product
name + review
Rich snippets such as star ratings
increase visibility in SERPs.

27/02/2014

Bad reviews
improve
conversions
by 67%

(Reevoo)

Infographics
27/02/2014
Video
27/02/2014
Video
27/02/2014
More than 6 million video views within 5 days after they were
posted on YouTube and on Blendtecs website.

0,5 million YouTube followers

150 million-plus views on YouTube (10 million-plus for many
videos)

After 4 years of this campaign, Blendtec retail sales have
increased by over 700%.

Content authority
Add your site to the Google+
Contributor to section
Link each blog post to your
Google+ profile
Add ?rel=author at the end of
this link
Add your name as anchor text
Or declare authorship in the
<head> section or use Yoast
Wordpress plugin
27/02/2014
Source: http://www.swellpath.com/2013/09/author-rich-snippets-tutorial-2013/
Long form content
27/02/2014
Short form content
27/02/2014
Increased use of personas to improve content targeting
27/02/2014
Increased use of personas to improve content targeting
27/02/2014
Increased focus on the ROI of content
27/02/2014

Conversion all visitors: 6,8%

Segmented analysis
Conversion of visitors who did NOT see
content: 6,2%

Segmented analysis
Conversion of visitors who DID see
content: 13,9%
E-CRM
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
E-CRM
27/02/2014
E-CRM
27/02/2014
Next best offer
Visitors who searched for this,
also searched for that
Next best offer
Visitors who looked at this product,
also looked at that product
Next best offer
Visitors who bought this,
also bought that
E-CRM
27/02/2014
Social CRM
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
Lets get social
27/02/2014
Where do social
media fit into
the
organisation?
Social CRM use cases
27/02/2014
Lets get social
27/02/2014
How do we
measure our
success?
Social CRM success measurement
27/02/2014
Lets get social
27/02/2014
What does our
audience look
like and how
should we
engage them?
Every good conversation starts with listening
27/02/2014
Conversations about:

your brand
your competitors
product names
names of people

Tone ?

Influencers ?
How many conversations ?
27/02/2014
About what ?
27/02/2014
About what ?
27/02/2014
About what ?
27/02/2014
Tone ?
27/02/2014
Who are the influencers ?
27/02/2014
Who are the influencers ?
27/02/2014
Listening informs action
27/02/2014
Measuring action impact
27/02/2014
Social marketing response
27/02/2014

27/02/2014
13 January 2012

27/02/2014
13 January 2012
Social campaign tracking
27/02/2014
Social campaign tracking
27/02/2014
Social sales response
27/02/2014
Social sales response
27/02/2014
Social lead generation
27/02/2014
27/02/2014
3 million USD sales through direct links on Twitter alone (2009)
27/02/2014
27/02/2014
Special alloys manufacturer

14 engineer blogs

Leads, prospects, conversions and
sales increased by double digits

Customers get to know the
companys employees personally
Measuring social sales
27/02/2014
Rapid service response
27/02/2014
27/02/2014
27/02/2014
27/02/2014
27/02/2014
27/02/2014
27/02/2014
27/02/2014
Peer-to-peer armies
27/02/2014
Peer-to-peer armies
27/02/2014
Crowdsourced R&D
27/02/2014
Crowdsourced R&D
27/02/2014
Crowdsourced R&D
27/02/2014
Flavor Connect was developed by the
companys Facebook fanbase

One Facebook fan won $5,000 for her role in
development of the new flavor.

Fans could develop all aspects of the product,
from selecting the flavor to designing the
packaging and naming the product.

Result: >2 million VitaminWater Facebook fans
participated in the new product development
effort.
Crowdsourced R&D
27/02/2014
Collaboration
27/02/2014
Collaboration
27/02/2014
Chordiant Mesh community
where Chordiant employees,
developers, customers and
partners collaborate to speed
up the product development
process.
Over 30 companies
participating from more than
20 countries
1,000+ individuals contributing
6,000+ discussion forum posts
15 collaborative product
releases

Collaboration
27/02/2014
Seemless customer experience
27/02/2014
Seemless customer experience
27/02/2014
VIP experience
27/02/2014
VIP experience
27/02/2014
CEX
27/02/2014
Social CRM
27/02/2014
REACH
Search Engine
Marketing
Display Advertising
Social Media
Marketing
Email Marketing
ACT &
CONVERT
Conversion Rate
Optimisation
A/B &
Multivariate
testing
ENGAGE
Content Marketing
E-CRM
Social CRM
DEVICES
DATA & ANALYTICS
Exercise
What metrics
should you use
to measure
engagement ?
27/02/2014
ENGAGE metrics
Thanks for listening & participating !
Contact

http://www.linkedin.com/in/vanderbeek

http://twitter.com/remcovanderbeek

remco.engage@gmail.com

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