How a small 2 person marketing team at Eye-Fi implemented a - - PowerPoint PPT Presentation

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How a small 2 person marketing team at Eye-Fi implemented a - - PowerPoint PPT Presentation

Jan 03, 2024 267 likes •678 views

How a small 2 person marketing team at Eye-Fi implemented a testing program and increased conversions by 140% Randhir Vieira Director Product Marketing Eye-Fi A smart person learns from his mistakes. A wise person learns from the

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Randhir Vieira Director – Product Marketing Eye-Fi

How a small 2 ½ person marketing team at Eye-Fi implemented a testing program and increased conversions by 140%

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“A smart person learns from his mistakes. A wise person learns from the mistakes of others.” We invite you to be wise. Learn from our mistakes!

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Case Study Background

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  • Who is the ½ person?
  • What is Eye-Fi?

Two common questions

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  • Company: Eye-Fi
  • Market: Consumers with digital cameras (500 million)
  • Product: Eye-Fi wireless memory card
  • Objective: Double website traffic while improving the

conversion rate

Case Study Background

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Where we started Traffic sources

  • 50% Search “Eye-Fi”
  • 25% Referral
  • 25% Direct

Conversion rate: 8% No ads driving traffic. All PR and word of mouth -> high quality

Case Study Background

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  • Optimize the website funnel

(decrease cost per acquisition)

  • Find and buy qualified traffic to

the site (scale)

The Strategy Customer

Direct Referral Search

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  • Small team
  • Small budget
  • Broad product appeal –

need to focus audiences

  • Many features –

focus on one value proposition

  • Retail product –

how to measure effectiveness

  • No in-house web developer

The Challenges

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Strategy and Tactics

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  • Defined key metrics for us
  • What is a conversion?
  • Other key metrics:
  • bounce rate
  • engagement (time spent)
  • Cost Per Acquisition

Self Assessment of Current Situation

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  • It is the key to getting the visitor

interested in learning more

  • Decreases bounce rate
  • Increases conversions

Tactic #1: Bounce rate: home page headline

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  • Talk. Real-life interactions with first-

time prospects

  • Ask. What do visitors want? Are

they finding it? 4Q survey

  • Watch. Usability pain points

(Usertesting.com, Clicktale.com)

Tactic #1: Bounce rate: how?

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Tactic #1: Bounce rate: home page headline

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Tactic #2: The flow: Which call to action?

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Tactic #2: The flow: How?

Landing page High traffic page #1 Conversion

Classic Funnel Analysis

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Classic Funnel Analysis

Home Page Product Page Compare Products Where to Buy

CTA should be product or comparison page

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Reverse Funnel Analysis

Conversion page Assist page Landing page

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Reverse Funnel Analysis

Where to buy How it works Home page

Google Analytics – compare new visits and conversion visits

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  • The original

Tactic #2: The flow: how?

2 links + chart above the fold Hypothesis: how it works

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Tactic #2: The flow: how?

The original: pick a card

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Tactic #2: The flow: how?

Hypothesis 1: comparison chart

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Tactic #2: The flow: how?

Hypothesis 2: how it works

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  • High quality traffic – they are interested!
  • Inexpensive way to stay in front of them
  • Another chance at using messages that

we know work

Tactic #3: Optimization: no waste

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  • Monitor where converters come from
  • Find many more like them cost effectively

Tactic #4: More water: Who is my best prospect?

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  • “Where did you hear about us” registration survey question
  • Filter for “converters”
  • Use Google Analytics referrer data
  • Review PR coverage
  • Customer review comments

Tactic #4: Who is my best prospect? How?

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  • Translate findings into

interest (Facebook)

  • Translate findings into

Web sites (Google content)

  • Automated finding
  • X-graph

Tactic #4: More water: How?

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Results

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Tactic #1: Home Page Headline

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Tactic #2: Which Call to Action?

Baseline

  • 7.26%

+10.23%

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Tactic #3: Optimization

Very efficient way to remind visitors and bring them back

7% 88% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Click conversions View-through conversions

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Tactic #4: More Water

1% 8% 24% 20% 0% 5% 10% 15% 20% 25% 30% Paid traffic Conversion 3/1/08 3/1/11

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Final Grade

Original Now Traffic (indexed) 100 141 Conversion rate 8.23% 20.35%

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Key Takeaways

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  • Research findings seem obvious
  • nce you get the results

Don’t be disheartened.

  • No free “water”

Don’t test everything Nothing is free!

Key Takeaways

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  • Test big ideas on a small scale

Quick page design tools, CPC ad buys, simple ads, etc.

  • Conventional “wisdom” is not

always the answer

SEM – did not work Facebook & Google Display – best

Key Takeaways

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Who are the 2 ½ people?

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Question-and-Answer Session

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Appendix

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  • 4Q Survey – Why users visit your site
  • UserTesting.com - Quick, inexpensive usability testing
  • ClickTale – Live view of your visitors clicks
  • Remarketing – Show your message to web site visitors
  • Google Adwords, Fetchback, Advertising.com Leadback
  • Find similar audiences – Quantcast Lookalikes, X-graph
  • Google Analytics – web site analytics and web site
  • ptimization
  • Performable – quick landing page design and optimization

Resource list