optimization: a discussion about an e-commerce company's 500% sales increase
DESCRIPTION
How was a one-man team able to use a radical redesign to achieve these radical results? Thanks to the power of compounding multiple wins over time, Steve Parker saw big results. This webinar will cover: -The first step to a 500% sales increase was a 3,566% increase over the control page. Clearly, Steve didn’t stop there. Hear his thoughts on the next step to take after such a big win. -What a 15% increase from a button test taught Steve -How a to get a better grasp of consumer thinking, which, for Steve, led to a 46% conversion rate increase on a homepageTRANSCRIPT
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Watch all the video replays from past webinars!
www.marketingsherpa.com/webinars
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A discussion about an e-commerce company's 500% sales increase
Optimization
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Today’s presenters
Daniel BursteinDirector of Editorial Content
MECLABS @DanielBurstein
Steve ParkerVice President, Direct Marketing DivisionfirstSTREET
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Join the conversation
#SherpaWebinar
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PPC Marketing: Two accidents reduce cost-per-lead 20% – http://www.marketingsherpa.com/article/case-study/ppc-marketing-reduce-lead-cost
The WOW! Computer: How firstSTREET applied a radical redesign to deliver a 500% sales increase (video) – http://www.marketingsherpa.com/video/optimization-summit-2012-wow-computer
Landing Page Optimization: Radical redesign leads to 3,566% increase in conversion – http://www.marketingsherpa.com/article/case-study/radical-redesign-leads-to-3566
Optimization Summit 2013, May 20-23, 2013, Boston – http://www.meclabs.com/training/marketing-summit/optimization-summit-2013/overview
Free Excerpt from the Website Optimization Benchmark Report – http://meclabs.com/training/publications/benchmark-report/website-optimization/free-excerpt
Further Resources
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Results
500% Increase in sales
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Background
CurrentVice President, Direct Marketing Division, firstSTREET
PreviousSVP, Marketing, MyPoints
Director of Category Management & New Product Development, Keebler Company
Senior Brand Manager, Kayser Roth Hosiery
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• Little budget
• Little time
• No coding or graphic skills
Steve’s Resources
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Time for the audience to commit
• Write down the one best thing you learn from the next 30 minutes
• What one action will you commit to taking in the next 5 business days to put this learning into action?
Tweet it on #SherpaWebinar to motivate yourself to follow through and commit
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C = 4M + 3V + 2(I-F) -2A• Navigation options• Sub-header copy • Image on left or right• Longer copy• Different copy• Guarantee seal vs. words• Incentive and ROI• Minimize anxiety • Thought sequence
Oops!
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Experiment: Control
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The Redesign
“firstSTREET meets Apple”• Where, What and Why answered• Big visuals, big type (old eyes)• Thought sequence sub-headings
(benefit phrasing)• Strong call-to-action (“Get your
WOW! Computer. Easy. Safe. Guaranteed.”)
• Incentive and ROI• Minimize anxiety • Long page layout
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The Redesign
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The Results
It’s a winner!• Crushed a very
weak controlUp 3,566%
• Conversion rate now acceptable in the absolute
• I love testing!
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The Party’s Over - More Testing…
Price and the Thought Sequence:Which version won – A, B or C?Control wins in a landslide!• It’s what they want to know• It’s not what I want to tell them
just yet
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Removed Easy & Simple and It’s
Powerful
and
No duplicated images on pg.
Removed Easy & Simple, It’s
Powerful, and It’s a Touch
Screen
and
No duplicated images on pg.
Thought Sequence, Revisited
How much is too much?• Test content length• Balance controlling
unsupervised thinking with not “shutting up”
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Thought Sequence, Revisited
Winner is ‘B’• New control• Big Earning:• Up 46%
• Big Learning:• Better grasp of
what our consumer is thinking
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“Where Am I?” Revisited
• Vast majority of traffic from print ads and catalogs• Added control print ad headline to top of homepage
Which version won? Vote now…
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Learn to test, analyze, and optimize your entire marketing funnel online
meclabs.com/opsummit
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Where Am I, Revisited
Winner is ‘B’• 48% increase in
engagement• Conversion
tracking failed• 30% Add-to-
Cart gain (validated)
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Compounding Success
Einstein said the compounding power ofmoney is the 8th Wonder of the World• Pessimist
What a difference a year can make…• Initial sales rate per period 10 • Original site testing gains 30% 13• Radical Redesign (only counting 1X) 100% 26• Price disclosure no gain 26• Add-to-cart buttons 15% 30• Thought sequence 46% 44• Headline test 30% 57
Over a 5x increase in one year…and still growing!
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Top Three Takeaways
1 Apply what you’ve just learned
2
3
It’s OK to fail a lot along the way
Optimization is tribal – find your peers
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Today’s presenters
Daniel BursteinDirector of Editorial Content
MECLABS @DanielBurstein
Steve ParkerVice President, Direct Marketing DivisionfirstSTREET