Optimizing your website for more leads and sales

1. Optimizingyourwebsitefor more leadsandsales … and beyond! JiriBrazda 18 October 2010

2. Jiří Brázda Web analytics & customer intelligence expert 5 yearsof practitioner (HVB Bank, DIRECT Pojišťovna) and consultant experience in online analytics Web Analytics Associationregionalmanager for CEE Web Analytics WednesdayCZ&SK twitter.com/jiribrazda Optimizing your website for more leads and sales | www.optimics.cz

3. First off, what is this optimization?

4. 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

5. Conversion Rate Optimization Optimizing your website for more leads and sales | www.optimics.cz

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

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

8. Evolution path Customer value MARketing optimization(communication, relevance, nextbestoffer, promotion targeting, retargeting / remarketing) 3 Conversion rate Conversion rate optimization (usability, persuasion, A/B testing) 2 TRAFFIC Search engine optimization (+ PPC, banners, TV, …) 1 Target (KPI) Focus on activity Optimizing your website for more leads and sales | www.optimics.cz

9. 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

10. (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

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

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

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

14. 1) Collect data

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

16. Hey, it’s not about quantity!

17. 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

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

19. KPIs in salesfunnel Basic tool / implementationtells you this: visits andconversion rates Optimizing your website for more leads and sales | www.optimics.cz

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

21. In dark ages it used to be HITS (“How idiots track success” – AvinashKaushik). 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

22. 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

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

24. 2) Use the data

25. Make decisions based on data Our intuition is poor: 2/3rd of ideas do not improve the metric(s) they were designed to improve. Humbling! RonniKohavi, Microsoft(PPT: http://bit.ly/7rhb7r) Optimizing your website for more leads and sales | www.optimics.cz

26. 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

27. 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

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

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

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

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

32. Lead management - before Sales was lacking more data and capacity! 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 Optimizing your website for more leads and sales | www.optimics.cz

33. Lead management - after • 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

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

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

36. SUMMARY With both DIRECT Pojišťovnaand Kentico it all started out by improving conversion rates. But now… DIRECT Pojišťovnais 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 website. Optimizing your website for more leads and sales | www.optimics.cz

37. “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

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