14lbgHV - marketingsherpa.com...Today’s presenters. Daniel Burstein. Director of Editorial...
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http://bit.ly/14lbgHV Watch a video recording of this webinar to see Daniel Burstein interview Steve Parker, VP Direct Marketing Division at firstSTREET and answer questions from the audience.
Transcript of 14lbgHV - marketingsherpa.com...Today’s presenters. Daniel Burstein. Director of Editorial...
http://bit.ly/14lbgHV
Watch a video recording of this webinar to see Daniel Burstein interview Steve Parker, VP Direct Marketing Division at firstSTREET and answer questions from the audience.
Join the conversation
#SherpaWebinar
A discussion about an e‐commerce company's 500% sales increase
Optimization
Today’s presenters
Daniel BursteinDirector of Editorial ContentMECLABS@DanielBurstein
Steve ParkerVice President, Direct Marketing DivisionfirstSTREET
Join the conversation
#SherpaWebinar
PPC Marketing: Two accidents reduce cost‐per‐lead 20% –http://www.marketingsherpa.com/article/case‐study/ppc‐marketing‐reduce‐lead‐cost
The WOW! Computer: How firstSTREET applied a radical redesign to deliver a 500% sales increase (video) – http://www.marketingsherpa.com/video/optimization‐summit‐2012‐wow‐computer
Landing Page Optimization: Radical redesign leads to 3,566% increase in conversion –http://www.marketingsherpa.com/article/case‐study/radical‐redesign‐leads‐to‐3566
Optimization Summit 2013, May 20‐23, 2013, Boston –http://www.meclabs.com/training/marketing‐summit/optimization‐summit‐2013/overview
Free Excerpt from the Website Optimization Benchmark Report –http://meclabs.com/training/publications/benchmark‐report/website‐optimization/free‐excerpt
Further Resources
Results
500% Increase in sales
Background
CurrentVice President, Direct Marketing Division, firstSTREET
PreviousSVP, Marketing, MyPoints
Director of Category Management & New Product Development, Keebler Company
Senior Brand Manager, Kayser Roth Hosiery
• Little budget
• Little time
• No coding or graphic skills
Steve’s Resources
Time for the audience to commit
• Write down the one best thing you learn from the next 30 minutes
• What one action will you commit to taking in the next 5 business days to put this learning into action?
Tweet it on #SherpaWebinar to motivate yourself to follow through and commit
C = 4M + 3V + 2(I‐F) ‐2A
• Navigation options• Sub‐header copy • Image on left or right• Longer copy• Different copy• Guarantee seal vs. words• Incentive and ROI• Minimize anxiety • Thought sequence
Oops!
Experiment: Control
The Redesign
“firstSTREET meets Apple”• Where, What and Why answered• Big visuals, big type (old eyes)• Thought sequence sub‐headings (benefit phrasing)
• Strong call‐to‐action (“Get your WOW! Computer. Easy. Safe. Guaranteed.”)
• Incentive and ROI• Minimize anxiety • Long page layout
The Redesign
The ResultsIt’s a winner!
• Crushed a veryweak controlUp 3,566%
• Conversion rate now acceptable in the absolute
• I love testing!
The Party’s Over ‐More Testing…
Price and the Thought Sequence:Which version won – A, B or C?Control wins in a landslide!• It’s what they want to know• It’s not what I want to tell them just yet
Removed Easy & Simple and It’s
Powerful
and
No duplicated images on pg.
Removed Easy & Simple, It’s
Powerful, and It’s a Touch Screen
and
No duplicated images on pg.
Thought Sequence, RevisitedHow much is too much?• Test content length• Balance controlling unsupervised thinking with not “shutting up”
Thought Sequence, RevisitedWinner is ‘B’
• New control• Big Earning:
– Up 46%
• Big Learning:– Better grasp of what our consumer is thinking
“Where Am I?” Revisited• Vast majority of traffic from print ads and catalogs• Added control print ad headline to top of homepage
Which version won? Vote now…
Learn to test, analyze, and optimize your entire marketing funnel online
meclabs.com/opsummit
Where Am I, RevisitedWinner is ‘B’
• 48% increase in engagement
• Conversion tracking failed– 30% Add‐to‐Cart gain (validated)
Compounding SuccessEinstein said the compounding power ofmoney is the 8th Wonder of the World• Pessimist
What a difference a year can make…• Initial sales rate per period 10 • Original site testing gains 30% 13• Radical Redesign (only counting 1X) 100% 26• Price disclosure no gain 26• Add‐to‐cart buttons 15% 30• Thought sequence 46% 44• Headline test 30% 57
Over a 5x increase in one year…and still growing!
Top Three Takeaways
1 Apply what you’ve just learned
2
3
It’s OK to fail a lot along the way
Optimization is tribal – find your peers
Today’s presenters
Daniel BursteinDirector of Editorial ContentMECLABS@DanielBurstein
Steve ParkerVice President, Direct Marketing DivisionfirstSTREET
