Marketing Darwinism - by Paul Dunay
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Marketing Darwinism - by Paul Dunay
eCommerce, Optimization, Testing

Your Testing Program: Smart Ways to Get Your Team On Board

Team

On the face of it, the idea of a rigorously testing and optimizing your ecommerce web site seems like a no-brainer.

After all, who would object to gathering hard data on exactly how customers move through your site, what happens on specific visits, and what unseen speed bumps and sticking points are hurting sales? Who wouldn’t want definitive answers to such questions?

Fact is, though, in many online marketing organizations, there is often surprisingly sharp resistance to technologies such as multivariate testing.

Sometimes, it’s simply because there’s some confusion about how multivariate testing actually works and what the benefits are. (“You’re going through all this to test the color of the ‘Buy Now” button? Really?”)

But the real problem usually is buried a little deeper. With hard testing comes the threat of upsetting or overturning some cherished beliefs, or disproving what people ‘know’ to be true. Marketing and creative teams have traditionally crafted websites around ‘established principles’ and ‘gut feel’ for what works. (What if that isn’t so? What if we’ve been dead wrong all this time?)

The IT people build the site a certain way because it’s simple and robust makes perfect sense in terms of data flow. (But what if that actually turns customers off? What if that makes shoppers bail out before buying?)  The notion of actually testing ingrained practices is a bit scary.  Who wants to have their worldview changed?

In other cases, there’s some reluctance to admitting there’s even a problem.  “We’re getting X% conversions. That’s the industry norm.  Nobody is complaining. Why bother?”

The best approach to getting buy-in for a testing strategy is to position it as less of a of a threat, and more of a way to ‘refine’ and direct the efforts of your creative, marketing and IT teams.  It’s a way to out-smart, out-maneuver, out-think your competitors; it’s not a way to beat up on what we’ve been doing.

Detail the pain, document the bad

First step:  point out the pain points on your site. Are visitors fleeing as soon as they arrive? Are they actually buying or just poking around?  Do they buy once, and disappear forever?

To make your case, use strong graphics, charts, video clips, whatever it takes. But make sure the visuals are backed up by solid data that will speak to your audience: You bounce rate, cart abandonment rate, search engagement and average order value. Make the pain and problems clear, and the idea of a testing program will be much easier to sell.

Add up the losses

Find a way to dramatize and quantify how much money you’re losing in the current situation.  Then show how much more money the company could be making if you could get hard data on exactly what’s working and what’s not working.

Bring up smart competitors, industry darlings

Peer pressure is another go-to tactic for getting reluctant executives to embrace change. Explain how other respected, successful organizations are leaping ahead by definitively testing what they’re doing. For examples, check business publications, LinkedIn, public case studies, blogs and so forth.

Nobody likes to be left behind — if stakeholders see other businesses are implementing test programs to their benefit, it’s more likely they’ll want to do the same. And if competition’s already ahead of the game, even better for you. (Although the alternative is that they’re not and you can beat them to the chase.)

Speak to IT on their terms

Your development teams may feel that site testing is unnecessary, especially if they’ve already evaluated usability and other qualitative factors. They may consider testing their domain, and not appreciate any input from the marketing department.

Address these concerns by speaking their language and giving them concrete information they can actually use in making development decisions. Don’t just have a verbal discussion — provide all those statistical facts in writing, in terminology they know and use. Point out that shifting the responsibility of site testing to marketing frees up IT time and manpower to work on other projects.

Relate it all to the brand

In a critical way, the e-commerce site is the final touch point, the ultimate ‘proof’ of the brand concept. Does the experience on the website match the brand promise? Does it reinforce and capitalize on all the branding efforts so far?  Is there something we can do better? Something in our web experience that is somehow compromising our brand?  Multivariate testing can quantify this very accurately.

“Just try it”

Finally, propose a trial run — a limited test, shown to a small percentage of page traffic. Be sure to track key data points like visitor stats, cost per conversion, and abandonment rates. Once the results are gathered, share them with various departments throughout the company. As more co-workers find out what’s going on, your potential support base will become even larger.

April 10, 2013by Paul Dunay
Behavioral Targeting, Commerce, Conversion, Conversion Optimization, Customer Experience, eCommerce, Interactive Marketing, Personalization, Testing

More Traffic? Or More Conversions? No Contest.

traffic-evaporation

A bit of a trick question: If you had $100 to spend, would you be better off devoting that money to doubling the traffic to your site?

Or doubling your conversion rate?

Many marketers get this wrong.

Despite years of front-line, real-world experience to the contrary, more and more online marketing budgets are disproportionately aimed at driving traffic, rather than conversions.

There’s the notion that things like SEO, PPC, affiliate marketing and the like are far more important than increasing shopping cart sizes, decreasing abandonment, upselling and cross selling.

To be sure, driving traffic is a critical mission for any e-commerce site.  After all, no visitors, no sales.

But at the same time, even the most brilliant SEO or affiliate strategies will be for naught if the site itself fails to entice customers to actually buy.

That’s precisely where site testing, optimization, and personalization come in.  Failing to actually sell goods on the site can cost brands the effort, the dollars, and the brand equity that they devoted to attracting all that traffic.

Doubling your conversions can be dramatically more profitable than merely doubling your visitor numbers. And here’s why:

You want insight, not just raw numbers

Slice and dice your site traffic analytics all you want. But at the end of the day, they are still just numbers. What rings the cash register is actionable solutions you can use to improve your customer experience.

The first step is to employ an internal test-and-learn methodology to understand what visitors to your site are engaging with, where they’re dropping off, where their gravitating towards. (Hint: this may even differ by traffic source!)

But only through continuous A/B and multivariate testing, can you actually begin to understand your visitors and place content decisions in their hands. You can fundamentally change how your organization learns about its online traffic. In other words, nobody should be increasing traffic or making a site without a focus on improving conversions.

You want sales, not just visitors.

Yes, going to your boss and detailing how you doubled site traffic in the last quarter is a grand accomplishment! But can you really document how that increased traffic contributed to sales? Do you really know?

If you aren’t tracking conversion rates, or attempting to optimize the site in any way, boosting traffic rates is simply doesn’t matter.

Once visitors land on your site, your goal is to get them to buy (and hopefully become repeat customers). This is where testing and personalization are essential to turning traffic into sales.

Optimizing your site for content, design, offers, and copy is the only way to ensure your are taking full advantage of your site traffic. If the experience is irrelevant, frustrating or cumbersome, you might as well have not ever invited them to your site in the first place.

Better experience, more dollars

Today’s consumers are good at comparison shopping. They research, they sign up for emails, they track down deals.  Which may lead you to believe that the key is to boost your traffic as much as possible.

But the reality is, if you provide a really stellar online experience, they will want to come back, again and again. Which makes the overall job simpler, and clearer.

Thanks in part to more advanced testing methods, it’s a lot easier to listen to what your visitors want (and need).  Customers have become a lot more vocal even if they don’t know it. Through their clicks, page views, bounces, reviews and purchases, your online customers offer real-world feedback about their online experiences, in real-time. So pay attention to them. Make website changes and marketing decisions based on your customers, not on what your gut — or marketing budget — is telling you to.

Personalizing wins

Getting into a traffic war with your competitors is a sure-fire way to waste resources and precious attention.  It’s far more effective step up your game by using testing and conversion optimization to gather data and visitor profiles that can dramatically increase actual sales and repeat visits.  You may even find that segmenting your customers by where they came from can help you convert them into loyal and repeat buyers.

When it comes to their websites, major e-commerce players need to realize that only through a customized combination of multivariate testing, optimization and personalization best practices can they truly begin to tailor experiences in meaningful and profitable ways. It’s an ever-evolving practice that reaches miles beyond SEO, ad targeting and landing page optimization. But the rewards of it means a lot more return traffic, and a lot more improved conversions.

Follow the money

No matter how you define a conversion, at the end of the day, the holy grail for e-commerce marketers is to increase site sales. And the dollars are in the details, not just the volume. Focusing on conversion rates is where you’ll see not only site engagement improve, but revenue as well. Your traffic drivers might bring you more people, but conversion strategies bring you more money. No contest.

When it comes to site optimization and traffic acquisition, the best brands aren’t just surviving — they’re thriving. By focusing on the deep analytics and insights gained from testing with online customers, not just boosting traffic, not only improves the efficiency and effectiveness of their e-commerce site, but several other aspects of their businesses as well. They have a better grasp on who their customers are, how they buy, when they buy and what they buy.

In short, they can offer experiences more suited to customer needs and wants — and that is the true goal of any e-commerce business.

 

April 10, 2013by Paul Dunay

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Welcome to my blog, my name is Paul Dunay and I lead Red Hat's Financial Services Marketing team Globally, I am also a Certified Professional Coach, Author and Award-Winning B2B Marketing Expert. Any views expressed are my own.

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