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EXPERIENCE OPTIMIZATION
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Identity Management
Audience Management
Consumer Privacy & Compliance
Media Optimization
Channel Optimization
Experience Design & Creation
Platforms Utilization
Measurement & Attribution
Marketing Technology
Platform Data
Platform Execution
Platform Enablers
Introducing the Platform Data Competencies
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Media Optimization
Channel Optimization
Experience Design & Creation
Platform Data
Platform Execution
Platform Enablers
Introducing the Platform Data Competencies
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Experience Optimization How to shift to a culture of experimentation.
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Session Content
• The Frictionless Experience
• The Optimizing Mindset
• Questions for Protective Life’s Carrie Liang
• Summary - Key Takeaways
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Friction kills conversion.
Friction can be fixed.
Friction is everywhere.
It begins with the right culture.
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7
If you’re not optimizing EVERY point of your customer experience, YOU’RE LOSING.
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$20M Sales
$10M Media Spend
13% site conversion
BASELINE
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$10M Media Spend
$22M Sales
$20M Sales
$10M Media Spend
13% site conversion
13% site conversion
+$1M (Media)
ADD MORE MEDIA DO NOTHING
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$10M Media Spend
$10M Media Spend
$22M Sales
$20M Sales
$10M Media Spend
+$100K (XO)
13% site conversion
13% site conversion
14.3% site conversion
$22M Sales
+$1M (Media)
FIXING FRICTION ADD MORE MEDIA DO NOTHING
+1.3
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$10M Media Spend
$10M Media Spend
$22M Sales
$20M Sales
$10M Media Spend
+$100K (XO)
13% site conversion
13% site conversion
14.3% site conversion
$22M Sales
Same Result $900K Less!
+$1M (Media)
FIXING FRICTION ADD MORE MEDIA DO NOTHING
+1.3
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Loud. Aggressive.
Very Distracting.
(Never trust a HiPPO*.) *Highest Paid Person’s Opinion
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Avoid going too deep.
Be aware of the pitfalls of a heavy design phase. Before you go deep on a new design variation, do smaller tests to see the impact. You may be surprised by the result.
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Be polarizing. The best testing experiments succeed when there are extremes at play. Try distinct variations to draw out customer preference.
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Be brave. Majority of tests fail. The important thing to do is never stop until there is an answer. Reward the courageous people who continue to ask the questions.
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18,000 24,805 22,472 20,695 23,116 32,090 35,789 48,879 51,142
There is a sweet spot in testing duration. It’s called Statistical Significance. Know how long you need to wait for it.
Be patient.
Traffic Volume
Weeks
1 2 3 5
Rev
enue
per
use
r
6 7 8 5 9
65% 81% 82% 98% 100% 100% 100% 100% 100%
Statistical Confidence
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Message
Functionality (UX)
Where to begin? Start with the what makes
the biggest impact.
Mobile
CTA Treatment
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Start Simple.
A
B
C
Goal
34%
8%
13%
A/B
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triggers
message
Be prepared to test across the customer journey.
triggers
sequence
message
triggers
message
sequence
triggers
message
triggers
message
A/B
A/B A/B
A/B
A/B
UX Lab
sequence
sequence
sequence
Purchase Consideration Follow-up
Awareness Retain
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triggers
message
Be prepared to test across the customer journey.
Purchase Consideration Follow-up
Awareness
triggers
sequence
message
triggers
message
sequence
triggers
message
Retain
triggers
message
A/B
A/B A/B
A/B
A/B
UX Lab
sequence
sequence
sequence
Apply learning across multiple touchpoints.
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Not Everything Translates.
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AOV Conversion Rate
Test 1: Add-ons Test (device agnostic results) +5.6% +2%
AOV Conversion Rate
Test 2: Add-ons on Smartphone +5.3% -28%
Test 3: Add-ons on Tablet +5.7% +8%
Test 4: Add-ons on Desktop +5.6% +15%
During a recent attempt to improve conversion, our mobile test results exposed a new problem.
-28% +15%
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Testing is just one integral component of the larger optimization cycle.
This requires a tightly coordinated team of Analytic • Creative • UX
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Before After
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Customer Centric UX Site Re-Branding Corrected Analytics Improved SEO Responsive Design Conversion Oriented
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More Page Views
12% More Pages/Visits
38.05% Longer Visits
191% Decrease In Bounce Rate
33.72%
Dates: 1/26-4/25
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w/ Carrie Liang Q&A Assistant Vice PresidentBrand & Digital Marketing Protective Life Insurance
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What do you think was most critical in growing your testing culture at Protective? 1
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What were some challenges you faced in the beginning? 2
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Are there things about your testing experiments that are surprising you? 3
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Can you think of a situation where your testing efforts provided a new business insight? 4
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What's next for your optimization work at Protective? 5
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Summary Key Takeaways
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Imperatives For Growing A Strong Experience Optimization Culture 1. Creative development can no
longer occur in isolation; everything is interconnected
2. Use analytics to uncover gaps and drop-offs
3. Establish clear testing goals w/ informed hypothesis
4. Be wary of using results from one channel to inform another
5. Your organization must value both the short-term efforts and the long-term results of optimization
6. Optimization is a mindset not a quick result.
7. Start with small deliberate moves. Build from there.
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Thanks.
Kevin Walsh VP, Experience Design Merkle, Inc. [email protected]
Carrie Liang AVP, Brand & Digital Marketing Protective Life Insurance