How a small 2 person marketing team at Eye-Fi implemented a - PowerPoint PPT Presentation

How a small 2 ½ person marketing team at Eye-Fi implemented a testing program and increased conversions by 140% Randhir Vieira Director – Product Marketing Eye-Fi

“A smart person learns from his mistakes. A wise person learns from the mistakes of others.” We invite you to be wise. Learn from our mistakes!

Case Study Background

Two common questions • Who is the ½ person? • What is Eye-Fi?

Case Study Background • Company : Eye-Fi • Market : Consumers with digital cameras (500 million) • Product : Eye-Fi wireless memory card • Objective : Double website traffic while improving the conversion rate 5

Case Study Background Where we started Traffic sources • 50% Search “Eye-Fi” • 25% Referral • 25% Direct Conversion rate: 8% No ads driving traffic. All PR and word of mouth -> high quality

The Strategy • Optimize the website funnel Search (decrease cost per acquisition) Referral • Find and buy qualified traffic to Direct the site (scale) Customer

The Challenges • Small team • Small budget • Broad product appeal – need to focus audiences • Many features – focus on one value proposition • Retail product – how to measure effectiveness • No in-house web developer

Strategy and Tactics

Self Assessment of Current Situation • Defined key metrics for us What is a conversion? • • Other key metrics: • bounce rate engagement (time spent) • Cost Per Acquisition •

Tactic #1: Bounce rate: home page headline • It is the key to getting the visitor interested in learning more Decreases bounce rate • • Increases conversions

Tactic #1: Bounce rate: how? • Talk. Real-life interactions with first- time prospects • Ask. What do visitors want? Are they finding it? 4Q survey • Watch. Usability pain points (Usertesting.com, Clicktale.com)

Tactic #1: Bounce rate: home page headline

Tactic #2: The flow: Which call to action?

Tactic #2: The flow: How? Classic Funnel Analysis Landing page High traffic page #1 Conversion

Classic Funnel Analysis Home Page Product Page Compare Products Where to Buy CTA should be product or comparison page

Reverse Funnel Analysis Conversion page Assist page Landing page

Reverse Funnel Analysis Where to buy How it works Home page Google Analytics – compare new visits and conversion visits

Tactic #2: The flow: how? • The original Hypothesis: how it works 2 links + chart above the fold

Tactic #2: The flow: how? The original: pick a card

Tactic #2: The flow: how? Hypothesis 1: comparison chart

Tactic #2: The flow: how? Hypothesis 2: how it works

Tactic #3: Optimization: no waste • High quality traffic – they are interested! • Inexpensive way to stay in front of them • Another chance at using messages that we know work

Tactic #4: More water: Who is my best prospect? • Monitor where converters come from • Find many more like them cost effectively

Tactic #4: Who is my best prospect? How? • “Where did you hear about us” registration survey question • Filter for “converters” • Use Google Analytics referrer data • Review PR coverage • Customer review comments

Tactic #4: More water: How? • Translate findings into interest (Facebook) • Translate findings into Web sites (Google content) • Automated finding X-graph •

Results

Tactic #1: Home Page Headline

Tactic #2: Which Call to Action? +10.23% Baseline -7.26%

Tactic #3: Optimization View-through conversions 88% Click conversions 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very efficient way to remind visitors and bring them back

Tactic #4: More Water 30% 3/1/08 3/1/11 25% 24% 20% 20% 15% 10% 8% 5% 1% 0% Paid traffic Conversion

Final Grade Original Now Traffic (indexed) 100 141 Conversion rate 8.23% 20.35%

Key Takeaways

Key Takeaways • Research findings seem obvious once you get the results Don’t be disheartened. • No free “water” Don’t test everything Nothing is free!

Key Takeaways • Test big ideas on a small scale Quick page design tools, CPC ad buys, simple ads, etc. • Conventional “wisdom” is not always the answer SEM – did not work Facebook & Google Display – best

Who are the 2 ½ people?

Question-and-Answer Session 37

Appendix

Resource list • 4Q Survey – Why users visit your site • UserTesting.com - Quick, inexpensive usability testing • ClickTale – Live view of your visitors clicks • Remarketing – Show your message to web site visitors • Google Adwords, Fetchback, Advertising.com Leadback • Find similar audiences – Quantcast Lookalikes, X-graph • Google Analytics – web site analytics and web site optimization • Performable – quick landing page design and optimization