Workshop and panel given at the National Arts Marketing Project Conference in Charlotte, NC on November 10, 2012 by Dan Leatherman & Caleb Custer.

1. INSIDER’S TECHNOLOGY
GUIDE TO MEASURING AND
IMPROVING YOUR ROI
Caleb Custer & Dan Leatherman
@calebcuster @danleatherman
1
Monday, November 12, 12

2. HELLO.
2
Monday, November 12, 12

3. I'm Dan.
3
Monday, November 12, 12

4. 4
Monday, November 12, 12

5. I'm a Designer.
5
Monday, November 12, 12

6. Measurement & R.O.I
6
Monday, November 12, 12

7. Essential Methodology
1. Who
2. What
3. When
4. Where
5. Why
7
Monday, November 12, 12

8. • Designers • Business Development
• Developers • Future Clients
• Project Managers • Current Clients
• Marketers • Whole Teams
8
Monday, November 12, 12

9. Essential Methodology
1. Who
2. What
3. When
4. Where
5. Why
9
Monday, November 12, 12

10. Intuition-Driven
(AKA The Designer’s Choice)
10
Monday, November 12, 12

11. Data-Driven
(AKA The Engineer’s Choice)
11
Monday, November 12, 12

12. Design Spectrum
Intuition Driven Data Driven
Instinctive Deliberate
Subjective Objective
Daring Safe
12
Monday, November 12, 12

13. Metrics-Driven
(AKA The Every-man’s Choice)
“Radical innovation requires both evidence and
intuition: evidence to become informed, and
intuition to inspire us in imagining and creating new
and better possibilities.”—Jane Fulton Suri, IDEO
13
Monday, November 12, 12

14. Scientific Method
Think
Learn Try
14
Monday, November 12, 12

15. Essential Methodology
1. Who
2. What
3. When
4. Where
5. Why
15
Monday, November 12, 12

16. 16
Monday, November 12, 12

17. Ideation Wireframes Visuals / Prototypes Launch! Iteration
User Flows Analytics Measurement
Click Tests
Preference Tests
Usability Testing
A/B or Multivariate Tests
17
Monday, November 12, 12

18. Essential Methodology
1. Who
2. What
3. When
4. Where
5. Why
18
Monday, November 12, 12

19. Where’s Waldo?
19
Monday, November 12, 12

20. The Number Narrative
95%
🔒
 💳
⌂ 🔎
20
Monday, November 12, 12

21. Essential Methodology
1. Who
2. What
3. When
4. Where
5. Why
21
Monday, November 12, 12

22. Value
22
Monday, November 12, 12

23. “The more users’ expectations
prove right, the more they will
feel in control of the system and
the more they will like it.”
– Jakob Nielson
23
Monday, November 12, 12

24. UI Fundamentals & Best Practices
Basic Usability
Bad Good
24
Monday, November 12, 12

25. UI Fundamentals & Best Practices
Information Architecture / Hierarchy
Bad Good
25
Monday, November 12, 12

26. UI Fundamentals & Best Practices
Call To Actions
Bad Good
26
Monday, November 12, 12

27. Testing UI
Free! $$
27
Monday, November 12, 12

28. PREPARE
YOUR DATA
28
Monday, November 12, 12

29. 29
Monday, November 12, 12

30. GOOGLE URL BUILDER
29
Monday, November 12, 12

31. 30
Monday, November 12, 12

32. TRACK OUTGOING LINKS
30
Monday, November 12, 12

33. 31
Monday, November 12, 12

34. MARGIN OF ERROR
normal population: 10% for 96 data points, 5% for 384
31
Monday, November 12, 12

35. HEAT
MAPS
32
Monday, November 12, 12

36. 33
Monday, November 12, 12

37. WHAT DOES HEAT MAPPING
TELL US?
33
Monday, November 12, 12

38. WHAT DOES HEAT MAPPING
TELL US?
• Window to decision making process
33
Monday, November 12, 12

39. WHAT DOES HEAT MAPPING
TELL US?
• Window to decision making process
• Page scanning/order
33
Monday, November 12, 12

40. WHAT DOES HEAT MAPPING
TELL US?
• Window to decision making process
• Page scanning/order
• Visualizing data is important to understanding it
33
Monday, November 12, 12

41. HOW SHOULD WE
SEGMENT USERS?
34
Monday, November 12, 12

42. HOW SHOULD WE
SEGMENT USERS?
• Screen size
34
Monday, November 12, 12

43. HOW SHOULD WE
SEGMENT USERS?
• Screen size
• Referrer
34
Monday, November 12, 12

44. HOW SHOULD WE
SEGMENT USERS?
• Screen size
• Referrer
• Keywords
34
Monday, November 12, 12

45. HOW SHOULD WE
SEGMENT USERS?
• Screen size
• Referrer
• Keywords
• New/returning visitor
34
Monday, November 12, 12

46. HOW SHOULD WE
SEGMENT USERS?
• Screen size
• Referrer
• Keywords
• New/returning visitor
• Campaign/source
34
Monday, November 12, 12

47. CLICK HEAT
35
Monday, November 12, 12

48. CLICK HEAT
35
Monday, November 12, 12

49. CRAZY EGG
36
Monday, November 12, 12

50. CRAZY EGG
36
Monday, November 12, 12

51. CRAZY EGG
•Heat map
36
Monday, November 12, 12

52. CRAZY EGG
•Heat map
•Scroll map
36
Monday, November 12, 12

53. CRAZY EGG
•Heat map
•Scroll map
•Confetti report &
segmenting
36
Monday, November 12, 12

54. CRAZY EGG
•Heat map
•Scroll map
•Confetti report &
segmenting
•Comparing snapshots
36
Monday, November 12, 12

55. HEATMAP
37
Monday, November 12, 12

56. HEATMAP
37
Monday, November 12, 12

57. SCROLLMAP
38
Monday, November 12, 12

58. SCROLLMAP
38
Monday, November 12, 12

59. CONFETTI REPORT
39
Monday, November 12, 12

60. CONFETTI REPORT
39
Monday, November 12, 12

61. CONFETTI REPORT
40
Monday, November 12, 12

62. CONFETTI REPORT
40
Monday, November 12, 12

63. CONFETTI REPORT
41
Monday, November 12, 12

64. CONFETTI REPORT
41
Monday, November 12, 12

65. LANDING
PAGES
42
Monday, November 12, 12

66. ROI FACTORS OF
LANDING PAGES
43
Monday, November 12, 12

67. ROI FACTORS OF
LANDING PAGES
• Load time
43
Monday, November 12, 12

68. ROI FACTORS OF
LANDING PAGES
• Load time
• Design
43
Monday, November 12, 12

69. ROI FACTORS OF
LANDING PAGES
• Load time
• Design
• Copy
43
Monday, November 12, 12

70. ROI FACTORS OF
LANDING PAGES
• Load time
• Design
• Copy
• Call to action
43
Monday, November 12, 12

71. TOOLS:
OPTIMIZELY
• A/B Testing
• Multi-variate testing
*downside: high traffic
needed
44
Monday, November 12, 12

72. TOOLS:
OPTIMIZELY
• A/B Testing
• Multi-variate testing
*downside: high traffic
needed
44
Monday, November 12, 12

73. A/B TESTING
45
Monday, November 12, 12

74. A/B TESTING
OR
45
Monday, November 12, 12

75. MULTIVARIATE TESTING
46
Monday, November 12, 12

76. MULTIVARIATE TESTING
46
Monday, November 12, 12

77. EMAIL
47
Monday, November 12, 12

78. ROI FACTORS IN EMAIL:
48
Monday, November 12, 12

79. ROI FACTORS IN EMAIL:
• Content
• Subject line
• From address
• Copy
• Offer
48
Monday, November 12, 12

80. ROI FACTORS IN EMAIL:
• Content
• Subject line
• From address
• Copy
• Offer
• Design
• Specs
• Layout/hierarchy
• Call to action
48
Monday, November 12, 12

81. LITMUS
49
Monday, November 12, 12

82. LITMUS
49
Monday, November 12, 12

83. A/B TESTING
50
Monday, November 12, 12

84. A/B TESTING
50
Monday, November 12, 12

85. MOBILE
take a look at your mobile stats
51
Monday, November 12, 12

86. MOBILE
take a look at your mobile stats
51
Monday, November 12, 12

87. MOBILE
use a mobile template
52
Monday, November 12, 12

88. MOBILE
use a mobile template
52
Monday, November 12, 12

89. MOBILE
design principles for mobile email
53
Monday, November 12, 12

90. MOBILE
design principles for mobile email
53
Monday, November 12, 12

91. MOBILE EMAIL DESIGN
54
Monday, November 12, 12

92. MOBILE EMAIL DESIGN
• Single-column layouts that are no wider than 500 to 600 pixels
54
Monday, November 12, 12

93. MOBILE EMAIL DESIGN
• Single-column layouts that are no wider than 500 to 600 pixels
• Links and buttons should have a minimum target area of 44 × 44
pixels, as per Apple guidelines.
54
Monday, November 12, 12

94. MOBILE EMAIL DESIGN
• Single-column layouts that are no wider than 500 to 600 pixels
• Links and buttons should have a minimum target area of 44 × 44
pixels, as per Apple guidelines.
• The minimum font size displayed on iPhones is 13 pixels.
54
Monday, November 12, 12

95. MOBILE EMAIL DESIGN
• Single-column layouts that are no wider than 500 to 600 pixels
• Links and buttons should have a minimum target area of 44 × 44
pixels, as per Apple guidelines.
• The minimum font size displayed on iPhones is 13 pixels.
• More than ever, keep your message concise,
54
Monday, November 12, 12

96. MOBILE EMAIL DESIGN
• Single-column layouts that are no wider than 500 to 600 pixels
• Links and buttons should have a minimum target area of 44 × 44
pixels, as per Apple guidelines.
• The minimum font size displayed on iPhones is 13 pixels.
• More than ever, keep your message concise,
• Hide extraneous details in your mobile layout.
54
Monday, November 12, 12

97. OPTIMIZING
FACEBOOK ADS
55
Monday, November 12, 12

98. FACTORS IN FACEBOOK
AD ROI
56
Monday, November 12, 12

99. FACTORS IN FACEBOOK
AD ROI
• Targeting
56
Monday, November 12, 12

100. FACTORS IN FACEBOOK
AD ROI
• Targeting
• Image
56
Monday, November 12, 12

101. FACTORS IN FACEBOOK
AD ROI
• Targeting
• Image
• Headline
56
Monday, November 12, 12

102. FACTORS IN FACEBOOK
AD ROI
• Targeting
• Image
• Headline
• Copy
56
Monday, November 12, 12

103. FACTORS IN FACEBOOK
AD ROI
• Targeting
• Image
• Headline
• Copy
• Landing page
56
Monday, November 12, 12

104. SEGMENTED TARGETING
narrow, segmented targeting is a must
57
Monday, November 12, 12

105. SEGMENTED TARGETING
narrow, segmented targeting is a must
57
Monday, November 12, 12

106. MULTI-VARIATE TESTING
available tools: Qwaya
58
Monday, November 12, 12

107. MULTI-VARIATE TESTING
available tools: Qwaya
58
Monday, November 12, 12

108. AD ROT?
Rotate those ads!
59
Monday, November 12, 12

109. AD ROT?
Rotate those ads!
59
Monday, November 12, 12

110. TAGGING
tagging links by campaign/content URLs is a must
60
Monday, November 12, 12

111. TAGGING
tagging links by campaign/content URLs is a must
60
Monday, November 12, 12

112. EXERCISES
61
Monday, November 12, 12

113. QUESTIONS
62
Monday, November 12, 12

114. A/B TESTS
63
Monday, November 12, 12

115. A/B TESTS
• Subject line:
• A: Save $10 on New York City Ballet
• B: Save 10% on New York City Ballet
63
Monday, November 12, 12

116. A/B TESTS
• Subject line:
• A: Save $10 on New York City Ballet
• B: Save 10% on New York City Ballet
• Subject line
• A: Yo-Yo Ma $40 tickets available!
• B: Classical Masters Series: Yo-Yo Ma Save 30%
63
Monday, November 12, 12

117. A/B TESTS
64
Monday, November 12, 12

118. A/B TESTS
• From address:
• From: info@newworldstages.com
Subject: Annual report
• From: Judi Huck judi@newworldstages.com
Subject: It’s been a good year for us
64
Monday, November 12, 12

119. A/B TESTS
• From address:
• From: info@newworldstages.com
Subject: Annual report
• From: Judi Huck judi@newworldstages.com
Subject: It’s been a good year for us
• Call to action:
• A: Great seats still available!
• B: Book now!
64
Monday, November 12, 12

120. RESOURCES
• ZURB Apps
• Plunk (plunkapp.com) • Google Analytics
• Clue
(google.com/analytics)
(clueapp.com)
• Gauges (gaug.es)
• Notable (notableapp.com)
• Chartbeat (chartbeat.com)
• Verify (verifyapp.com)
• Invision (invisionapp.com)
65
Monday, November 12, 12

121. RESOURCES (CONT’D)
• Google URL Builder (http://
support.google.com/
analytics/bin/answer.py?
• Crazy Egg (crazyegg.com)
hl=en&answer=1033867)
• Optimizely (optimizely.com)
• Click Heat (http://
www.labsmedia.com/ • Litmus (litmus.com)
clickheat/index.html)
• ClickTale (clicktale.com)
66
Monday, November 12, 12

122. IMAGE SOURCES (CC)
Slide 2:
Bridge: http://www.flickr.com/photos/jenik/
Teeter Totter: http://www.flickr.com/
1032573169/
photos/joephotos/748426315/
Slide 4:
Slide 13:
Things Organized Neatly: http://
Brain: http://www.flickr.com/photos/
thingsorganizedneatly.tumblr.com/post/
lizhenry/2051224366/
29420742974/submission-old-school-
Wright: http://www.flickr.com/photos/
deconstruction-givewave
7726011@N07/3364409856/
Slide 5:
Supernova: http://www.flickr.com/photos/
Chemistry Set: http://www.flickr.com/
nasamarshall/6313004758/
photos/unloveable/2395867186/
Slide 15:
Slide 9:
Lion King: http://cdn0.hark.com/images/
Whack-a-mole: http://www.flickr.com/
000/006/667/6667/original.0
photos/tpapi/2765541278/
Slide 18:
Slide 10:
Where’s Waldo: http://www.flickr.com/
The Megahangar: http://www.flickr.com/
photos/jameson42/4353769995/
photos/stuckincustoms/5699183849/
Slide 12:
67
Monday, November 12, 12