I’m blogging live from SES San Jose today. The first session I’m attending is Always be Testing: Marketing Optimization in Challenging Times presented by Bryan Eisenberg, SES Advisory Board & Co-Founder, Future Now, Inc. Bryan Eisenberg is an online testing evangelist and well published. He is clearly passionate about testing and optimization by shear nature of his methodology, approach, and results.
It was once said: “History repeats itself because we didn’t pay attention to it the first time.”
Marketing 0ptimization begins with a culture of always testing.
The Continuous Improvement Process is to: Plan -> Measure -> Improve
If you can’t clearly define goals, you’ll never know if they have improved. Start with a premise and a test to validate. You’ve got to establish a budget, resources, and most importantly culture. Most people fail because they don’t have a budget to continually improve their website. You need 3 key resources: marketing, design/copy/creative, and technical.
Persuasion architecture starts with:
1) Define Target audience
2) Define Desired result
3) Understand Audience needs
There are 4 segmentation behavior preferences – methodical, competitive, spontaneous, and humanistic. Marketers should build predicative models based on personas. Persona generated headlines are very effective in Bryan’s experience. And don’t forget to look at proximity correlation- 2 things that are next to each other on your page.
It’s important to understand where the visitor is in the buying process based on the intent of the keyword referred search and ad messaging, which they clicked on.
Did you know? Average person takes ~34 hours to add to cart in an ecommerce transaction. Wow! What if you offer a deal today to buy? Yes, you’ll reduce the buying cycle.
Persuasive momentum requires alignment with the experience the visitor expects. Personalization optimization platforms are the next level for targeting based on personas, but have a price tag associated with them.
Tip: prioritize based on best opportunities and resources to improve it. The returns will compound over time, generating even greater results.
The biggest challenge today is that most organizations think once they launch the website, that’s it. But you must continually improve, or else you will always be guessing.
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