testing for marketing campaign success

1@macknuttie

TestingtoSuccess

AARON MAGNESS@macknuttie

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OUR MOTTO AN EVIL MULTINATIONALCORPORATION HAS TOSTART SOMEWHERE.FOR NOW: PANTS!

“ “

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FASHION FW:

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99% FICTION 1% FASHION

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TRAFFIC

Priority (nothing else matters if we don’t have traffic)

TESTING

Have an always be testing approach

EMAILEmail addresses are the currency of the

ecommerce world (2nd to revenue). “Money later” (the 98%).

RETENTION

Getting the 2% to come back

4 Areas of Focus

7@macknuttie

Our job is to attract the right type of people to our website and convince them to buy/engage. That takes eyeballs!

Site visitors (traffic) all have potential to be messaged by Betabrand in some form, we just need to get those people here!

Traffic is made up of site visitors coming from organic, referrals, ads, search engines, and press!

None of our work matters if no one shows up to the party.

Why Traffic Matters

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X

THE CUSTOMER JOURNEY

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We optimize our business to the ~2% that take this “happy path”.

Our job is to help increase the likelihood that any one person is going to take this “happy path”.

What a very common “happy path” looks like..

The “Happy Path”

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The “Happy Path”

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X

TESTING

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I’m a smart marketer. Why test?

You don’t know the right answer, let your audiences guide you.

Your customers don’t know what motivates them to take an action (e.g. red vs. blue button)

Testing outcomes help you understand your customers more deeply along with what might influence their behavior in the future.

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Takes a lot of tests to improve our “Happy Path” rate

X

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Convincing the “2%” to take the Happy Path again

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It takes a lot of tests to improve our “Happy Path” rate

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THE BEARD TEST

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CROTCH COMMERCE

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Which of these variation performed better?

VS.

500% Lift in Click-thru!240% Lift in Revenue!

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Which of these variation performed better?

vs

80% better than dresses

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Which of these variation performed better?

vs

18% Lift in click-thru rate

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Other testing successes- 1:1 Recommended Products

For Victoria For Tara For Lana

No 2 customers see the same product assortment

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Which of these variation performed better?

VS. VS. VS.VS.31% Lift vs. 1st Test Winner!

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Not all traffic drivers are created equal.

+3% Lift

+18% Lift!!!

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Test ALL platforms!

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Conversion rates are climbing

Betabrand Conversion Rate by Month

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How we grew women’s biz from$125k to $23M in 3 years!

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PhDs to Launch Women’s Line

How do we drive awareness without big investment? Highly educated customer

baseSmart is beautiful

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PhDs to Launch Women’s Line

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Comedians

There’s a there thereBrand built on humor

Keep it smart

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Comedians

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YogAID

Over 50% of sales to women

Raised >$85k

Lack of diversity in Tech

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YogAID

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Silicon Valley Fashion Week?

Fashion journalists need to write after Fashion Week

Help me help you!3 days, major sponsors, big party

Fill columns (and pixels)

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Silicon Valley Fashion Week?

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Silicon Valley Fashion Week?

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Package Inserts (Bounce Backs)

They’re most happy when they receive your package75% of redemptions are second

purchase! ROI: 25:1

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Thanks for listening!

Friends & Family Discount: NEWCO