Keep an eye for a live updates for SES San Jose 2009.

Session: Always be Testing: Marketing Optimization in Challenging Times

Speaker: Bryan Eisenberg, SES Advisory Board & Co-Founder, Future Now, Inc. @TheGrok

Explaining Magmall.com Vs. eNews.com from 1999. Magmall had almost 0 funding, but tested and changed. eNews had millions of funding but closed down as they didn’t evolve.

GM Vs. Toyota – Toyota evolved, GM spent money in marketing. Toyota used a process called Kaizen.

Plan -> Measure -> Improve. People forget to improve. A lot of websites do not even set goals in Google Ananlytics.

What is needed to Optimize:

1. Need Resources
   1. Marketing
   2. Graphics Design, Copyrighter
   3. Technical
2. Culture (hardest barrier)

Showing Amamzon’s initial page and the various revisions since then.

How much do you spend for testing and optimization vs. ad buying and user acquisition?

Now talking about Heatmaps.

Discussing an example from Overstock.com. Don’t do dice and slice way of testing – It takes long time. Changed just 1 graphic which increased sales by 5% ($25 Million).

Now talking about Power Penny campaign by OfficeMax. They created videos, tested on Youtube. The video with most views got to their national ad and did well.

Searching heatmap 2005 Vs. 2008 – A lot of difference. Now people barely see first 5 listings as compared to multiple pages in 2005.

From homepage to Checkout

• 1st page – 10% loss of traffic.
• 1st click 55% loss of traffic
• 2nd click 17% loss of traffic.

Now talking about Ads and landing pages for Omniture and Coremetrics – They are not good. Tealium has better landing page for keywords “web analytics consulting”.

Now talking about Victoria’s Secret’s banner ad – Ad shows $20 and up and has purple color, but the landing page has pink color and it says $29 and up.

Talking about Gieco Banner and landing page is great optimized for a spontaneous user, but the following page is a disater.

Persuasion is a process not an event.

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