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1 Replay available 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 Watch it now Access our other webinars

2 The Nuts and Bolts How one company implements an entire testing methodology every day Ryan Hutchings Director of Marketing VacationRoost Daniel Burstein Director of Editorial Content MECLABS

3 Session speaker Ryan Hutchings Director of Marketing 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. 3

4 About VacationRoost

5 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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7 Fundamental and hundreds of other tests. Question: How can marketers systematically run tests to achieve consistent lifts?

8 An overall testing process Build

9 to support an iterative optimization cycle Collecting data Analyzing results Planning experiments Conducting tests Preparing treatments

10 Testing The dual testing track Small test Large test Landing page optimization Third-party software Internal analysis determines what to test PPC and SEO landing pages Headlines/CTAs Images A/B split test Internal system with server-side splitting, custom variables Full manual reporting spreadsheets and database reports Search results Cart Products

11 Testing The dual testing track Small test Large test Landing page optimization Third-party software Internal analysis determines what to test PPC and SEO landing pages Headlines/CTAs Images A/B split test Internal system with server-side splitting, custom variables Full manual reporting spreadsheets and database reports Search results Cart Products

12 How to test small Decide Identify Hypothesize Design Analyze Decide what to test

13 Replace our recommendations section with content snippet for value proposition banner usage 90% Restyle most popular destinations change hierarchy 40%

14 How to test small Decide Identify Hypothesize Design Analyze Identify the target conversion goal

15 What s a good goal for bounce rates? 40%-50% 30%-40% > 50% < 30%

16 What s a good goal for CTR to the next page or step? 30%-50% 50%-60% < 30% > 60%

17 How to test small Decide Identify Hypothesize Design Analyze Create a hypothesis

18 Small Test: PPC landing pages 18

19 Small Test: PPC landing pages 19

20 Small Test: PPC landing pages How can we reduce friction and anxiety on this page? 20

21 How to test small Decide Identify Hypothesize Design Analyze Wireframe, design and launch treatment

22 Small Test: PPC landing pages 22

23 Small Test: PPC landing pages 23

24 Small Test: PPC landing pages 24

25 Small Test: PPC landing pages 25

26 How to test small Decide Identify Hypothesize Design Analyze Analyze results and calculate ROI

27 Small Test: PPC landing pages 427% increase in CTR 27

28 Small test validation tool 95.2%

29 ROI template Let s take a closer look

30 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

31 ROI template Incremental Increases New Bounce Rate At 10% Leads Sales $ Contribution $ 25 % 2 d 1,749 $ 140 $ 53 $ 40,307 $ 3,225 Incremental Increases New Bounce Rate At 30% Leads Sales $ Contribution $ 20% 7 5,246 $ 420 $ 158 $ 119,256 $ 9,541

32 How do you get the resources to run large tests?

33 Testing The dual testing track Small test Large test Landing page optimization Third-party software Internal analysis determines what to test PPC and SEO landing pages Headlines/CTAs Images A/B split test Internal system with server-side splitting, custom variables Full manual reporting spreadsheets and database reports Search results Cart Products

34 How to test big Decide Collaborate Identify Create Design Analyze Decide on an element to optimize

35 Looking at the same elements as the small tests.

36 The basic funnel Single page LPO (small test) Landing Pages Search Results 3.5% 1.7% 1.7% Property Rising tide A/B (large test) Cart Billing Purchase 40%

37 Determining a good conversion rate Conversion rate was most frequently less than 15%, with many responses below 1% Source: MarketingSherpa.com/ecommerce

38 How to test big Decide Collaborate Identify Create Design Analyze Work with IT to define variables or events

39 Large Testing: Variables are the key Conditions Segment your users and/or their visits to single or multi-visit conditions. inlineleadform1 mrsearchpage1 Notest simplemodalleadform simplemodalleadform4 39 control test

40 How to test big Decide Collaborate Identify Create Design Analyze Identify target conversion goal for control

41 The basic funnel Single page LPO (small test) Rising tide A/B (large test) Landing Pages Search Results Property Cart Billing Purchase Book now, Web lead, interactions/events Checkout, add cross sell Book, fill out info Bounce rates, CTR

42 The basic funnel Single page LPO (small test) Landing Pages Search Results 10% - 30% minimum Property targeted gains Cart Rising tide A/B (large test) Billing Purchase Book Now, web lead, interactions/events Book Now, web lead, interactions/events Checkout, add cross sell Book, fill out info Bounce rates, CTR

43 Conversion goal results

44 How to test big Decide Collaborate Identify Create Design Analyze Create hypothesis and set up validation sheet

45 Manual testing database Number of Days 40

46 Large Test: Lead forms 1 Control Treatment Security seals

47 Large Test: Lead forms 1 Control Treatment Fail no lift.

48 Large Test: Lead forms 2 Control Treatment Shorter form

49 Large Test: Lead forms 2 Control Treatment Fail no lift.

50 Large Test: Lead forms 3 Control Treatment Option to call

51 Large Test: Lead forms 3 Control Treatment Fail no lift.

52 How to test big Decide Collaborate Identify Create Design Analyze Wireframe, design and launch treatment

53 Large Test: Lead forms

54 Large Test: Lead forms

55 Large Test: Lead forms 19% Lift

56 How to test big Decide Collaborate Identify Create Design Analyze Analyze results and calculate ROI

57

58 Manual testing database

59 Testing roadmap it s really: Search Results Property Details Cart Billing info Booking

60 ROI template Same as a small test.

61 Setting up your own programmatic testing 1 Custom variable tracking system, spreadsheet templates are vital building blocks Get buy-in from the management team Build a reporting system that ties front end and back end together Top of the funnel to the bottom conversion may have too much noise in between keep it simple and isolated Dedicate a person and tie performance to testing

62 Questions?

63 Thank you Ryan Hutchings Marketing Director Black & White Headshot Daniel Burstein Director of Editorial Content Black & White Headshot