Optimizing your website for more leads and sales

Optimizing your website for more leads and sales ! d n o y e b d … an Jiri Brazda 18 October 2010

Jiří Brázda § Web analytics & customer intelligence expert § 5 years of practitioner (HVB Bank, DIRECT Pojišťovna) and consultant experience in online analytics § Web Analytics Association regional manager for CEE § Web Analytics Wednesday CZ&SK § twitter. com/jiribrazda Optimizing your website for more leads and sales | www. optimics. cz 2

First off, what is this optimization?

Not all optimization is created equal § § Search Engine Optimization § Bring in new visitors / § customers from search engines Conversion Rate Optimization Get more out of current website visitors § Sales, orders, contacts, registrations, downloads = anything that has business value Optimizing your website for more leads and sales | www. optimics. cz 4

Conversion Rate Optimization Persuasion • Website has to convince visitors to do what you want them to do Usability • Website has to allow visitors achieve what they want Accessibility • Website has to provide access to information Optimizing your website for more leads and sales | www. optimics. cz 5

“Usability means you design your supermarket so that people can easily move around. Persuasion means you design the shelves so that people will leave with full shopping carts. ” Optimizing your website for more leads and sales | www. optimics. cz 6

What is the ultimate measure of success for your website? And where do you direct your optimization efforts? (I’m not going to ask because you’re a more sophisticated audience than the average website owner!) Optimizing your website for more leads and sales | www. optimics. cz 7

Evolution path 3 CUSTOMER VALUE MARKETING OPTIMIZATION (communication, relevance, next best offer, promotion targeting, retargeting / remarketing) 2 CONVERSION RATE OPTIMIZATION (usability, persuasion, A/B testing) 1 TRAFFIC SEARCH ENGINE OPTIMIZATION (+ PPC, banners, TV, …) Target (KPI) Optimizing your website for more leads and sales | www. optimics. cz Focus on activity 8

It’s all intertwinned: In PPC search marketing you can raise bidding and improve your traffic acquisition efforts through - conversion rate - customer value / loyalty Optimizing your website for more leads and sales | www. optimics. cz 9

(unless you’re a startup) “There are no new customers. ” Radek Hrachovec (former Marketing director, Bata) You have to focus on current customers, their loyalty, value and profitability. Optimizing your website for more leads and sales | www. optimics. cz 10

Traditional retail: data-driven leaflet Image source: idirekt. cz Optimizing your website for more leads and sales | www. optimics. cz 11

New online: data-driven website I believe we’re moving away from designing websites to designing individual customer interactions… … powered by sophisticated online analytics Optimizing your website for more leads and sales | www. optimics. cz 12

Heck, it’s no easy work. How do I get there? Optimizing your website for more leads and sales | www. optimics. cz 13

1) Collect data

Quick survey § How many of you have sufficient data to: 1. Support your decisions? 2. Optimize your online activities? Optimizing your website for more leads and sales | www. optimics. cz 15

Hey, it’s not about quantity!

The only purpose of collecting data is to manage & improve your online business… … yes, sometimes it’s trial and error Optimizing your website for more leads and sales | www. optimics. cz 17

DIRECT Pojišťovna § § Est. 2007, now part of RSA Group The only pure play online insurance house Car insurance, property, travel www. direct. cz Optimizing your website for more leads and sales | www. optimics. cz 18

KPIs in sales funnel § Basic tool / implementation tells you this: visits and conversion rates Optimizing your website for more leads and sales | www. optimics. cz 19

Car details Driver details Optimizing your website for more leads and sales | www. optimics. cz 20

In dark ages it used to be HITS (“How idiots track success” – Avinash Kaushik). Then it became counting VISITS. Through collecting custom data along with standard website metrics we can answer BUSINESS QUESTIONS! Optimizing your website for more leads and sales | www. optimics. cz 21

What kind of market segments do our marketing campaigns attract? … and which of them actually convert into paying customers? Optimizing your website for more leads and sales | www. optimics. cz 22

How are we doing with the largest market segment – Skoda owners? § Weekly Hit Rate = % policies from price quotes Feel like testing price elasticity for particular market segments? With this kind of data you can! Optimizing your website for more leads and sales | www. optimics. cz 23

2) Use the data

Make decisions based on data Our intuition is poor: 2/3 rd of ideas do not improve the metric(s) they were designed to improve. Humbling! Ronni Kohavi, Microsoft (PPT: http: //bit. ly/7 rhb 7 r) Optimizing your website for more leads and sales | www. optimics. cz 25

No statistically significant difference -> Insight: Stop debating, it’s easier to get the data Optimizing your website for more leads and sales | www. optimics. cz 26

Kentico Software § § § Est. 2004, about 65 employees Czech software company based in Brno Main product: Content Management System Clients from 84 countries all around the world www. kentico. com Optimizing your website for more leads and sales | www. optimics. cz 27

A B Optimizing your website for more leads and sales | www. optimics. cz 28

In 7 weeks… Kentico marketing : -) Kentico sales : -| Optimizing your website for more leads and sales | www. optimics. cz 29

Kentico sales is flooded with new contacts from their website A/B test launched along with couple more optimization tweaks Case study http: //www. optimics. cz/reference/pripadova-studie-kentico (in Czech) Optimizing your website for more leads and sales | www. optimics. cz 30

“We have all these leads but so little information about them and it’s only me to handle them all” sales Optimizing your website for more leads and sales | www. optimics. cz 31

Lead management - before § Contact details include only name and email § Phone number and company name not required fields § Leads are prioritized based on their email address (keep company emails, throw away Gmails, Hotmails and such) – all manual work Sales was lacking more data and capacity! Optimizing your website for more leads and sales | www. optimics. cz 32

Lead management - after 1. We provide more data on individual leads from web analytics – Geolocation and company name resolved from IP – Number of previous visits – Flags for performing specific action, eg. viewing pricing and licence options Optimizing your website for more leads and sales | www. optimics. cz 33

Lead management - after 2. We integrate internal CRM system with web analytics Sales can access website behaviour data for individual leads as and when needed 30% – Automated lead scoring puts contacts into DONE different segments based on their predicted value FUTURE– Campaign management follows up with PLAN appropriate automated communication (= lead nurturing) 100% – DONE Optimizing your website for more leads and sales | www. optimics. cz 34

Learning ecosystem based on data! Sales Lead scoring Campaign management Optimizing your website for more leads and sales | www. optimics. cz 35

With both DIRECT Pojišťovna and Kentico it all started out by improving conversion rates. But now… DIRECT Pojišťovna is optimizing its website and product offerings for different segments with A/B testing and content targeting. Kentico is optimizing its sales process incl. individual lead nurturing using data from its Y R website. A M M U S 36 Optimizing your website for more leads and sales | www. optimics. cz

“That some achieve great success, is proof to all that others can achieve it as well. ” Abraham Lincoln Optimizing your website for more leads and sales | www. optimics. cz 37

Q/A twitter. com/jiribrazda jiri. brazda@optimics. cz