Be Relevant: How Optimization Helps You Know Your Audience
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David Nuffer, Product Manager, Liftopia Alissa Polucha, Program Manager, Microsoft In this session, experts from Microsoft and Liftopia help define the use of segmentation within their organizations and share lessons on designing and tailoring products and services that satisfy targeted groups. Alissa Polucha, Program Manager at Microsoft, provides insights on how the company sees testing and its unique approach to scaling it globally. For products that serve students to gamers, segmentation provides an understanding of how to use signals of a buyer's intent or interest to improve brand marketing overall. Dave Nuffer, Product Manager at Liftopia, provides simple, inspirational A/B and multivariate testing ideas. His presentation highlights how Optimizely is used to improve the conversion rates of two marketing channels; SEM and Affiliate marketing. Visitors from different entry points have different goals, and by understanding audience goals and serving up the right information immediately, Liftopia can minimize the risk of losing a potential sale.
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Be Relevant: How Optimization Helps You Know Your Audience
- 2. Be Relevant: How Op0miza0on Helps You Know Your Audience Dave Nuffer Product Manager, LiDopia D_Nuffer Alissa Polucha Program Manager, MicrosoD
- 3. Overview: Li*opia • Who am I? • What is LiDopia and how do we use Op0mizely • Improving Search Engine Marke0ng conversion • Other Problems solved using Op0mizely
- 4. Who am I? Dave Nuffer | Product Manager | Lover of Data & Charts
- 5. What is Li*opia? Li*opia is an ecommerce pla8orm for the global ski and resort industry
- 6. “LiDopia helps people spend more 0me doing the ac0vi0es they love by helping partners run their businesses more effec0vely.” Our Mission
- 7. Low barrier of entry Argument PrevenCon Tool Great customer support Why do we use OpCmizely?
- 8. Segment OpCmizaCon A/B tes0ng landing pages for search engine marke0ng (SEM) traffic CASE 1
- 9. CASE 1 – Op0mizing LiDopia Landing Pages Visitors x Avg. $ Size x Conversion % Internet $$$ ECOMMERCE FORMULA
- 10. CASE 1 – Op0mizing LiDopia Landing Pages Visitors x Avg. $ Size x Conversion % Paid Ads (Search) Direct Traffic Organic Search Avg. $ Size Avg. $ Size Avg. $ Size C % C %C % Internet $$$ C % Paid Ads (Search)
- 11. CASE 1 – Op0mizing LiDopia Landing Pages Resort Page
- 12. CASE 1 – Op0mizing LiDopia Landing Pages Resort Page
- 13. CASE 1 – Op0mizing LiDopia Landing Pages Resort Page
- 14. CASE 1 – Op0mizing LiDopia Landing Pages Product Page
- 15. CASE 1 – Op0mizing LiDopia Landing Pages Product Page
- 16. SoluCons Architect Byron to the Rescue! CASE 1 – Op0mizing LiDopia Landing Pages
- 17. TEST converted 23.7 % more than existing experience CASE 1 – Op0mizing LiDopia Landing Pages
- 18. CASE 1 – Op0mizing LiDopia Landing Pages Normal Resort Page + Product Page Paid Ads (Search) Visitors Variation Resort Page + Product PageSplit Traffic 5/95
- 19. Other Uses for OpCmizely What started as a A/B Tes0ng tool wound up to be so much more OTHER USE CASES
- 20. Prototyping Tool for Tes0ng New Features OTHER USE CASES – FEATURE PROTOTYPING
- 21. Deploying non-‐app fixes & one off customiza0ons OTHER USE CASES – HOTFIXING PRODUCTION
- 22. Measured roll out of new features or pages OTHER USE CASES – ROLLING OUT NEW FEATURES
- 24. Today’s presentation • Microsoft Store overview • Our experimentation guidelines and examples • Segmentation and audience targeting
- 25. Microsoft Store overview • How Microsoft goes direct to consumers to sell the best hardware and software • 75 and counting brick-and-mortar and specialty stores in 3 different countries • Online store selling in 228 online stores from Antarctica to Zimbabwe
- 28. Use customer insights to develop hypothesis, and experiment with different variations. #1: Focus on the problem not the solution
- 30. Fol d New designControl New layout drove +112% more clicks
- 32. New designControl Segment for gamers: Pre-orders went down 66% All customers: Pre-orders went down 30%
- 34. Design 1Control Design 2 For gamers: Pre-orders went up 120% All customers: Pre-orders went up 27%
- 35. #2: Experimentation never ends Our sites can always be better, continue to test and optimize.
- 37. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Category page 2 Fold
- 39. Category page 4 For home and student For small business For Mac Fold
- 40. Category page 5 Fold
- 41. Category page 6 Fol d After 6+ tests: +58% in products added to cart +36% in avg. revenue per visitor +10% in engagement
- 43. Results: 5% decrease in add to cart clicks
- 44. Results: +0.7% increase in add to cart clicks
- 45. Results: +2% increase in add to cart clicks
- 47. Tailoring messaging, content and imagery to audience segments can drive sales and create a personalized experience
- 49. Student VariationControl For students: Revenue went up +17% Add to carts went up +12%
- 50. Impact is greater when testing closest to desired action – checkout, sign up, video play…
- 52. Reduced Promo Code TreatmentControl Results: Promo code box clicks decreased 34% Checkout button clicks increased 0.6%
- 53. Recap: Our Experimentation Guidelines 1. Focus on the problem not the solution 2. Experimentation never ends 3. Know your audience 4. Start at the action
- 55. Be Relevant: How Op0miza0on Helps You Know Your Audience Dave Nuffer Product Manager, LiDopia @D_Nuffer Alissa Polucha Program Manager, MicrosoD