Christopher Gentile, Account & Project Manager en Multiplica US nos cuenta en detalle sobre el conversion optimization process en el #conversionday 2017.
3. BARCELONA MADRID SANTIAGO DE CHILE BUENOS AIRES SAN FRANCISCO MIAMI BOCA RATON BOULDER MEXICO DF LIMA MEDELLIN
4. 4
Since 2002
Madrid
Since 2010
Mexico City
Since 2000
Barcelona
Since 2014
Lima
Since 2005
Santiago
Since 2012
Medellín
Buenos Aires
Since 2005
San Francisco
Since 2015
Since 2009
Miami
Since 2012
Bogotá
Boulder
Since 2016
USA
16. 1
6
Growth Rate Optimization (GRO)
Is our methodology for the continuous optimization
& testing of ALL of your digital marketing efforts
measured by how we generate growth for your
business.
Our Team of GRO experts
Will fully understand your business & digital
ecosystem, in turn tailoring your requirements
& needs to our offering
Optimize growth.
19. 2 PROCESSES
1. Strategy Process
•How do we know what to
test?
1. Sprint Process
•How do we bring an
idea/hypothesis to life?
20. GOALS DATA & USERS TOOL STRATEGY
STRATEGY PROCESS
Discovery Process
21. The Discovery
We will work together to
understand the challenges,
identify opportunities & gather
strategic insights.
☺
︎
Who are
your users
What they love
What they don’t
How are they
interacting
Product
perception
Barriers
Scenarios
Context
Behavior
Competition
USER RESEARCH & USER TESTING
ANALYTICS
USABILITY ANALYSIS
Attitudes
Problems
Devices
KPI’s
Stakeholder
interviews
22. 22
Listen to Business Needs:GOALS
REVENUE
INCREASE
CONVERSION
01 02 03 04
MOBILE vs.
DESKTOP
TRAFFIC
BOUNCE RATE ENGAGEMENT
24. 24
DATA &
USERS
User Journey (User Testing)
Understanding how the current user flow and journey from an informative
perspective to a conversion stage.
27. IDEAS SELECTION WIREFRAME /
DESIGN DEVELOP & QA LAUNCH MONITOR REPORT
SPRINT PROCESS
The Agile
Process
28. 28
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Ideatio
n
Present
Ideas
2 days to
Approve
Wirefra
me
Send to
Client
2 days to
Approve
Desig
n
Send to
Client
2 days to
Approve
Developme
nt
Send to Client +
QA
2 days to
Approve
Launch &
Monitor
Ideation for next
Sprint
Present
Ideas
2 days to
Approve
NOTE: Approval Times are very important to achieve success
Sprint Timeline
29. Experiment
EXAMPLE
Itinerary Checklist
On the cruise planner homepage, users
are greeted with different shore
excursions but cannot visually see how
best they will fit in their trip. By adding an
itinerary this will users to organize their
trip and easily identify where they are able
to fit in the different shore excursions.
Description:
Metrics to Track:
Conversion
Preview URL:
-
https://marketer.monetate.net/control/previe
w/623/UHK07P5YR6IGWIWMD6D1RABID
C04D9QB/shorex-26-itinerary-
mapchecklist-on-cruise-planner
IDEAS
31. IDEA NAME SITE
MICRO
CONVERSION
MAIN METRIC
Idea A Broadway Category Page Improved Redesign AV Clicks on CTA RPS
Idea B Broadway Show PDP Improved Redesign Phase 1 AV Clicks on CTA Conversion
Idea C Broadway Show PDP Improved Redesign Phase2 AV Clicks on Time Conversion
Idea D Cold Weather to Sunny Vacation AV Visits to PDP Conversion
Idea E Main Navigation Featured logos AV Visits to PDP RPS
Idea F Reminder of Items left in Cart AV
Visits to Shopping
Cart
RPS
Note: All Ideas are Data & User Driven
SUMMARY EXAMPLESELECTION
34. 34
DEVELOPMENT & QA
Code the experiment and quality assure that code is working correctly
DEVELOP &
QA
35. 35
LAUNCH & MONITOR
Launch experience through testing tool and monitor all is working correctly
LAUNCH
MONITOR
36. 36
REPORT
How well did our experience do? Did we meet the business goals?
REPORT
10.4%
9%
Experiment
Control
Test launched: Feb 2, 2015 (21 days
running)
Reporting period: Feb 2- Feb 23, 2015
50%
Experiment: 35,676
Control: 32,079
2,678 orders
Itinerary Checklist
Revenue
Per
Session
Average
Order
Value
$88.78
$76.21
Experiment
Control
$857.03
$846.4
8
Experiment
Control
3,885 orders
CONCLUSION:
WINNER, IMPLEMENT ON
SITE!
Conversi
on
+16.5
%
+15%
Incremental Revenue
during Testing
Period
$108,226
+1.25
%