EXPERIENCE OPTIMIZATION

Identity Management

Audience Management

Consumer Privacy & Compliance

Media Optimization

Channel Optimization

Experience Design & Creation

Platforms Utilization

Measurement & Attribution

Marketing Technology

Platform Data

Platform Execution

Platform Enablers

Introducing the Platform Data Competencies

Media Optimization

Channel Optimization

Experience Design & Creation

Platform Data

Platform Execution

Platform Enablers

Introducing the Platform Data Competencies

Experience Optimization How to shift to a culture of experimentation.

Session Content

• The Frictionless Experience

• The Optimizing Mindset

• Questions for Protective Life’s Carrie Liang

• Summary - Key Takeaways

Friction kills conversion.

Friction can be fixed.

Friction is everywhere.

It begins with the right culture.

7

If you’re not optimizing EVERY point of your customer experience, YOU’RE LOSING.

$20M Sales

$10M Media Spend

13% site conversion

BASELINE

$10M Media Spend

$22M Sales

$20M Sales

$10M Media Spend

13% site conversion

13% site conversion

+$1M (Media)

ADD MORE MEDIA DO NOTHING

$10M Media Spend

$10M Media Spend

$22M Sales

$20M Sales

$10M Media Spend

+$100K (XO)

13% site conversion

13% site conversion

14.3% site conversion

$22M Sales

+$1M (Media)

FIXING FRICTION ADD MORE MEDIA DO NOTHING

+1.3

$10M Media Spend

$10M Media Spend

$22M Sales

$20M Sales

$10M Media Spend

+$100K (XO)

13% site conversion

13% site conversion

14.3% site conversion

$22M Sales

Same Result $900K Less!

+$1M (Media)

FIXING FRICTION ADD MORE MEDIA DO NOTHING

+1.3

Loud. Aggressive.

Very Distracting.

(Never trust a HiPPO*.) *Highest Paid Person’s Opinion

Avoid going too deep.

Be aware of the pitfalls of a heavy design phase. Before you go deep on a new design variation, do smaller tests to see the impact. You may be surprised by the result.

Be polarizing. The best testing experiments succeed when there are extremes at play. Try distinct variations to draw out customer preference.

Be brave. Majority of tests fail. The important thing to do is never stop until there is an answer. Reward the courageous people who continue to ask the questions.

18,000 24,805 22,472 20,695 23,116 32,090 35,789 48,879 51,142

There is a sweet spot in testing duration. It’s called Statistical Significance. Know how long you need to wait for it.

Be patient.

Traffic Volume

Weeks

1 2 3 5

Rev

enue

per

use

r

6 7 8 5 9

65% 81% 82% 98% 100% 100% 100% 100% 100%

Statistical Confidence

Message

Functionality (UX)

Where to begin? Start with the what makes

the biggest impact.

Mobile

CTA Treatment

Start Simple.

A

B

C

Goal

34%

8%

13%

A/B

triggers

message

Be prepared to test across the customer journey.

triggers

sequence

message

triggers

message

sequence

triggers

message

triggers

message

A/B

A/B A/B

A/B

A/B

UX Lab

sequence

sequence

sequence

Purchase Consideration Follow-up

Awareness Retain

triggers

message

Be prepared to test across the customer journey.

Purchase Consideration Follow-up

Awareness

triggers

sequence

message

triggers

message

sequence

triggers

message

Retain

triggers

message

A/B

A/B A/B

A/B

A/B

UX Lab

sequence

sequence

sequence

Apply learning across multiple touchpoints.

Not Everything Translates.

AOV Conversion Rate

Test 1: Add-ons Test (device agnostic results) +5.6% +2%

AOV Conversion Rate

Test 2: Add-ons on Smartphone +5.3% -28%

Test 3: Add-ons on Tablet +5.7% +8%

Test 4: Add-ons on Desktop +5.6% +15%

During a recent attempt to improve conversion, our mobile test results exposed a new problem.

-28% +15%

Testing is just one integral component of the larger optimization cycle.

This requires a tightly coordinated team of Analytic • Creative • UX

Before After

Customer Centric UX Site Re-Branding Corrected Analytics Improved SEO Responsive Design Conversion Oriented

More Page Views

12% More Pages/Visits

38.05% Longer Visits

191% Decrease In Bounce Rate

33.72%

Dates: 1/26-4/25

w/ Carrie Liang Q&A Assistant Vice PresidentBrand & Digital Marketing Protective Life Insurance

What do you think was most critical in growing your testing culture at Protective? 1

What were some challenges you faced in the beginning? 2

Are there things about your testing experiments that are surprising you? 3

Can you think of a situation where your testing efforts provided a new business insight? 4

What's next for your optimization work at Protective? 5

Summary Key Takeaways

Imperatives For Growing A Strong Experience Optimization Culture 1. Creative development can no

longer occur in isolation; everything is interconnected

2. Use analytics to uncover gaps and drop-offs

3. Establish clear testing goals w/ informed hypothesis

4. Be wary of using results from one channel to inform another

5. Your organization must value both the short-term efforts and the long-term results of optimization

6. Optimization is a mindset not a quick result.

7. Start with small deliberate moves. Build from there.

Thanks.

Kevin Walsh VP, Experience Design Merkle, Inc. kwalsh@merkleinc.com

Carrie Liang AVP, Brand & Digital Marketing Protective Life Insurance