optimization summit 2013 - marketingsherpa · the basic funnel landing pages search results...
TRANSCRIPT
![Page 1: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/1.jpg)
In this webinar replay, Daniel Burstein, Director of Editorial Content, MECLABS,
and Ryan Hutchings, Director of Marketing, VacationRoost, discuss testing strategies from the stage at Web Optimization Summit 2014.
Access our other webinars
Watch it now
Replay available
![Page 2: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/2.jpg)
How one company implements an entire testing methodology every day
The Nuts and Bolts
Ryan Hutchings Director of Marketing VacationRoost
Daniel Burstein Director of Editorial Content MECLABS
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Session speaker
3
Ryan Hutchings
Director of Marketing
VacationRoost
Hutchings has more than 10 years of online marketing experience. He leads the marketing team for VacationRoost, a $120 million private company in the travel industry. From advertising to analytics, he organizes a comprehensive and robust online marketing strategy focused on tracking and optimization. His specialties include SEO, PPC, testing, conversion rate optimization, advanced data modeling, analytics and every technical aspect related to online marketing. Hutchings is a Google AdWords certified professional, SEOmoz Pro member, nationally recognized industry speaker and participant of top online marketing communities. He also help found the SLCSEM organization, which is Utah’s largest
nonprofit group of online marketing professionals.
@HutchSEO
![Page 4: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/4.jpg)
About VacationRoost
![Page 5: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/5.jpg)
About VacationRoost
• 25 websites • Always running 2 to 3 tests • 100+ tests run across landing pages, homepages,
lead forms and shopping carts • Goal of 10% incremental lift in total revenue
generated by testing
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Fundamental Question:
How can marketers systematically run tests to achieve consistent lifts?
and hundreds of other tests….
![Page 8: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/8.jpg)
An overall testing process …
Build
![Page 9: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/9.jpg)
… to support an iterative optimization cycle
Collecting data
Planning experiments
Preparing treatments
Conducting tests
Analyzing results
![Page 10: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/10.jpg)
The dual testing track
A/B split test • Internal system with server-side
splitting, custom variables • Full manual reporting –
spreadsheets and database reports
Larg
e te
st Search results
Cart
Products
Test
ing
Landing page optimization • Third-party software • Internal analysis determines
what to test Smal
l tes
t PPC and SEO landing pages
Headlines/CTAs
Images
![Page 11: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/11.jpg)
The dual testing track
A/B split test • Internal system with server-side
splitting, custom variables • Full manual reporting –
spreadsheets and database reports
Larg
e te
st Search results
Cart
Products
Test
ing
Landing page optimization • Third-party software • Internal analysis determines
what to test Smal
l tes
t PPC and SEO landing pages
Headlines/CTAs
Images
![Page 12: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/12.jpg)
How to test small
Decide Identify Hypothesize Design Analyze
Decide what to test
![Page 13: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/13.jpg)
90% Replace “our recommendations” section with content snippet for value proposition banner usage
Restyle “most popular destinations” change hierarchy 40%
![Page 14: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/14.jpg)
How to test small
Decide Identify Hypothesize Design Analyze
Identify the target conversion goal
![Page 15: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/15.jpg)
What’s a good goal for bounce rates?
> 50%
40%-50% 30%-40%
< 30%
![Page 16: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/16.jpg)
What’s a good goal for CTR to the next page or step?
> 60%
50%-60% 30%-50%
< 30%
![Page 17: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/17.jpg)
How to test small
Decide Identify Hypothesize Design Analyze
Create a hypothesis
![Page 18: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/18.jpg)
Small Test: PPC landing pages
18
![Page 19: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/19.jpg)
Small Test: PPC landing pages
19
![Page 20: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/20.jpg)
Small Test: PPC landing pages
20
How can we reduce friction and
anxiety on this page?
![Page 21: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/21.jpg)
How to test small
Decide Identify Hypothesize Design Analyze
Wireframe, design and launch treatment
![Page 22: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/22.jpg)
Small Test: PPC landing pages
22
![Page 23: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/23.jpg)
Small Test: PPC landing pages
23
![Page 24: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/24.jpg)
Small Test: PPC landing pages
24
![Page 25: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/25.jpg)
Small Test: PPC landing pages
25
![Page 26: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/26.jpg)
How to test small
Decide Identify Hypothesize Design Analyze
Analyze results and calculate ROI
![Page 27: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/27.jpg)
Small Test: PPC landing pages
27
427% increase in CTR
![Page 28: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/28.jpg)
Small test validation tool
95.2%
![Page 29: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/29.jpg)
ROI template
Let’s take a closer look…
![Page 30: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/30.jpg)
ROI template Average ticket
Jan Feb Mar. Apr May Jun Jul. Aug Sept Oct Nov. Dec
Close rate
Jan Feb Mar. Apr May Jun Jul. Aug Sept Oct Nov. Dec
Lead conversion
Jan Feb Mar. Apr May Jun Jul. Aug Sept Oct Nov. Dec
Contribution % of sales
![Page 31: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/31.jpg)
ROI template
Incremental Increases New Bounce Rate Leads Sales $ Contribution $
53 $ 40,307 $ 3,225
Incremental Increases New Bounce Rate Leads Sales $ Contribution $
20% 7
5,246 $ 420 $
At 10%
At 30%
158 $ 119,256 $ 9,541
25 % 2 d
1,749 $ 140 $
![Page 32: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/32.jpg)
How do you get the resources to run large tests?
![Page 33: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/33.jpg)
The dual testing track
A/B split test • Internal system with server-side
splitting, custom variables • Full manual reporting –
spreadsheets and database reports
Larg
e te
st Search results
Cart
Products
Test
ing
Landing page optimization • Third-party software • Internal analysis determines
what to test Smal
l tes
t PPC and SEO landing pages
Headlines/CTAs
Images
![Page 34: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/34.jpg)
How to test big
Decide Collaborate Identify Create Design Analyze
Decide on an element to optimize
![Page 35: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/35.jpg)
Looking at the same elements as the small
tests.
![Page 36: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/36.jpg)
The basic funnel
Landing Pages
Search Results
Property
Cart
Billing
Purchase
3.5%
1.7%
“Rising tide” A/B (large test)
Single page LPO (small test)
40%
1.7%
Purchase
![Page 37: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/37.jpg)
Determining a “good” conversion rate
Source: MarketingSherpa.com/ecommerce
Conversion rate was most frequently less than 15%, with
many responses below 1%
![Page 38: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/38.jpg)
How to test big
Decide Collaborate Identify Create Design Analyze
Work with IT to define variables or events
![Page 39: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/39.jpg)
Large Testing: Variables are the key
39
Conditions Segment your users and/or their visits to single or multi-visit conditions.
inlineLeadForm1 mrSearchPage1 Notest simpleModalLeadForm simpleModalLeadForm4
control test
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How to test big
Decide Collaborate Identify Create Design Analyze
Identify target conversion goal for control
![Page 41: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/41.jpg)
The basic funnel
Landing Pages
Search Results
Property
Cart
Billing
Book now, Web lead, interactions/events
Checkout, add “cross sell”
Book, fill out info
Bounce rates, CTR
Purchase
“Rising tide” A/B (large test)
Single page LPO (small test)
![Page 42: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/42.jpg)
The basic funnel
Landing Pages
Search Results
Property
Cart
Billing
Book Now, web lead, interactions/events
Checkout, add “cross sell”
Book, fill out info
Bounce rates, CTR
Purchase
Book Now, web lead, interactions/events
“Rising tide” A/B (large test)
Single page LPO (small test)
10% - 30% minimum targeted gains
![Page 43: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/43.jpg)
Conversion goal results
![Page 44: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/44.jpg)
How to test big
Decide Collaborate Identify Create Design Analyze
Create hypothesis and set up validation sheet
![Page 45: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/45.jpg)
Manual testing database
Number of Days
40
![Page 46: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/46.jpg)
Control Treatment
Large Test: Lead forms 1
Security seals
![Page 47: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/47.jpg)
Control
Fail – no lift.
Large Test: Lead forms 1
Treatment
![Page 48: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/48.jpg)
Control Treatment
Large Test: Lead forms 2
Shorter form
![Page 49: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/49.jpg)
Control
Fail – no lift.
Large Test: Lead forms 2
Treatment
![Page 50: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/50.jpg)
Control Treatment
Large Test: Lead forms 3
Option to call
![Page 51: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/51.jpg)
Control Treatment
Fail – no lift.
Large Test: Lead forms 3
![Page 52: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/52.jpg)
How to test big
Decide Collaborate Identify Create Design Analyze
Wireframe, design and launch treatment
![Page 53: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/53.jpg)
Large Test: Lead forms
![Page 54: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/54.jpg)
Large Test: Lead forms
![Page 55: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/55.jpg)
Large Test: Lead forms
19% Lift
![Page 56: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/56.jpg)
How to test big
Decide Collaborate Identify Create Design Analyze
Analyze results and calculate ROI
![Page 57: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/57.jpg)
![Page 58: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/58.jpg)
Manual testing database
![Page 59: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/59.jpg)
Testing roadmap – it’s really:
Search Results
Property Details
Cart
Billing info
Booking
![Page 60: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/60.jpg)
ROI template
Same as a small test.
![Page 61: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/61.jpg)
Setting up your own programmatic testing
1
2
3
4
5
Custom variable tracking system, spreadsheet templates are vital building blocks
Dedicate a person and tie performance to testing
“Top of the funnel” to the “bottom conversion” may have too much noise in
between – keep it simple and isolated
Build a reporting system that ties front end and back end together
Get buy-in from the management team
![Page 62: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/62.jpg)
Questions?
![Page 63: Optimization Summit 2013 - MarketingSherpa · The basic funnel Landing Pages Search Results Property Cart Billing Book Now, web lead, interactions/events Checkout, add “cross sell”](https://reader035.vdocument.in/reader035/viewer/2022071014/5fcd6ecec6986d531373a2bb/html5/thumbnails/63.jpg)
Thank you
Ryan Hutchings
Marketing Director
VacationRoost
@HutchSEO
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Black & White Headshot
Black & White Headshot