Download presentation
Presentation is loading. Please wait.
Published byPeter Seamons Modified over 9 years ago
1
1 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Multivariate Landing Page Tests Inga Broerman, Siemens Medical USA Monday, November 13, 2006
2
2 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Who is Siemens? Fast Facts U.S. Revenues 18.8 Billion U.S. Employees 70,000 U.S. Patents 11,000 Business Units Building Technologies Power Generation and Power Transmission Lighting Postal Service Medical and Hearing Transportation Water Technologies Household Appliances Airports
3
3 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Siemens Online Network siemens.com (Global) usa.siemens.com (USA) usa.siemens.com/medicalusa.siemens.com/water usa.siemens.com/financialusa.siemens.com/power usa.siemens.com/transportationusa.siemens.com/appliances (…) Operating Company Sites Corporate Sites
4
4 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Siemens Testing: Siemens Corporate Why we are testing Increase success rates Usability What we are testing Layouts Wording Forms Siemens Medical Why we are testing Conversion Optimization Extrapolate Results What we are testing Landing Pages Keywords
5
5 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Business model: usa.siemens.com Pass relevant traffic to respective operating company (current pass- through rate 10.5%) Collect and forward leads on behalf of operating company (monthly collected leads represent an estimated sales volume of $3-4M) Branding Collect opt-ins Facilitate Job applications
6
6 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Product Finder: Choices and Wording Options
7
7 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Product Finder + 8.7%
8
8 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Homepage Layouts A BC +2.3%
9
9 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. A/B Testing of Contact Form Layouts Current Alternative B +115%* success rate so far * low sample size
10
10 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Global Healthcare Leader Broad portfolio in healthcare IT and modality systems Sales of €7.6 billion EUR, with orders €8.6 billion (2005)
11
11 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Non-Hospital / Imaging Centers Large Hospitals Target Customers Primary Executive Management (CEO, CFO, CMO) Senior IT (CIO, VP IT, Director IT) Secondary Departmental/”ology” Managers (Cardiology, Radiology, etc.) Influencers Technologists Nurses Enterprise Small Hospitals
12
12 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Total U.S. Medical Imaging Market by Modality (000’s) X-Ray Nuclear Medicine Ultrasound MRI CT PET Total Source: Frost & Sullivan 270,000 18,000 60,000 21,000 50,579 972 420,551 2003 231,500 7,000 40,000 7,900 20,000 — 306,400 1993 16.6% 157.1% 50.0% 165.8% 152.9% 100.0% 37.3% % of Growth
13
13 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. To reach new markets and respond to customer buying behaviors we must move to lower cost channels... Electronic Channels Tele- channels Retail Resellers Direct Sales Interactive Websites Telephone sales and service Minimal value-added, See, touch, take purchase Lower Cost Coverage Win rate Share
14
14 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Traditional Emerging Evolving Marketing Communication Mix at Siemens Medical Tradeshows Brochures Direct Mail Press Release Print Ads Webcasts Interactive Learning Digital Brochures Downloadable.pdf E-mail Podcasts RSS Feeds Blogs Online / Banners Search Optimization
15
15 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Website Visits/Sessions Trend: www.USA.Siemens.com/Medical Interactive Marketing Organization Established Paid Search Program Established
16
16 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Web Visits and Inbound Calls Site Visits Inbound Calls
17
17 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Keyword Selection Clickthrough Tracking Competitive Positioning Budgeting Creative Testing Keyword Optimization Primary Metrics: Impressions & Clickthroughs The Evolution of Paid Search at Siemens Medical
18
18 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Keyword Optimization Keyword Segments Redirect URL’s Pre-Qualified Clicks Primary Metrics: CTR & Cost per Click
19
19 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Tying Search Results to Business Goals Cost per Conversion as Primary Metric Conversion Results by Campaign Campaign Optimization
20
20 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Offer Optimization Lead Information Capture = Successful Campaigns Online Offers
21
21 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Testing Program Identify High Potential Keyword Groups Apply Learnings to Landing Page Development Is Our Google Spend Being Optimized? Are We Gathering All of The Leads that we Can? Are our Landing Pages Promoting Visitor Success?
22
22 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Landing Page Effectiveness Test Hypothesis: Specific Elements on a Landing Page Influence the Propensity to Convert There exists a “Perfect Storm” Landing Page We Can Find It.
23
23 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Multivariate Testing of Landing Pages Isolates elements on a page and to determine what elements matter and which combination is the strongest Provides results more quickly than sequentially testing all potential combinations
24
24 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Element 1: Title
25
25 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Title Test Marketing: “A New Dimension in Ultrasound” “Optimize Your Radiology Workflow” “The World Leader in CT Innovation” “The syngo® Suite: Integrated Workflow” “Industry Leading Gradient Performance” “Leading the way in revolutionary MRI technology” Keyword “Siemens 3D and 4D Ultrasound” “Siemens Digital Radiography Solutions” “Siemens Computed Tomography” “Digital Mammography” “Open MRI” “Siemens RIS/PACS” “Magnetic Resonance Angiography”
26
26 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Element 2: Image
27
27 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Image Test Clinical ImageMarketing Image Control Image:
28
28 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Element 3: Offer Type
29
29 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Offers Whitepaper/Case Study: Case Study: The Impact of Multislice CT on the Cardiology Practice Case Study: First Trimester Diagnosis of Conjoined Twins Free Download: fourSight 4D Ultrasound Brochure Case Study: Digital Mammography Proves Itself in Breast Cancer Screening Whitepaper: Obesity and MR Imaging Whitepaper: Medical Software Key to the Future of Cardiac Care Video / Webinar Video Interview with Dr. Nigel Price: The Benefits of Going Digital Video Interview: Medical Software Key to the Future of Cardiac Care Webinar: Increase Your Revenue with Siemens Open MRI
30
30 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Element 4: Copy
31
31 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Copy Short Copy Discover why 10 of the top 15 U.S. hospitals use Siemens CT – the World Leader in CT Innovation.* Whether you want to practice at the forefront of medicine or you're looking to add a cost-friendly multislice scanner to your practice, Siemens' innovative CT solutions will help you obtain the crisp, detailed diagnostic images you need to perform at a level you didn't think was possible. *U.S. News and World Report, Best Hospitals 2005 Long Copy “Why do 10 of the top 15 U.S. hospitals use Siemens CT? Because there is a difference.* Whether you want to practice at the forefront of medicine with the world's first dual source CT or you're looking to upgrade to a cost-friendly multislice scanner, Siemens' innovative CT solutions will help you obtain the crisp, detailed diagnostic images you need to perform at a level you didn't think was possible: Reduce dose to your patients with C.A.R.E package of radiation reduction software. Accelerate exams to unprecedented speeds with the industry's fastest gantry rotation speed of 0.33 ms.** CT Clinical Engines deliver diagnostic speed and confidence. *U.S. News and World Report, Best Hospitals 2005 **Optional configuration”
32
32 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. In a Perfect World….
33
33 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. In Reality… Goal: 200 Conversion per Recipe
34
34 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Accelerating Results …. The Plan Analyze Across Tests Identify Strongest Predictors Combination Multivariate & A/B Testing
35
35 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Aggregate Results Winners – Marketing title Marketing Image Short Copy Loser – Keyword Title Control Image (Product) Long Copy Offer: Best – Whitepaper, but when offered, CD had a high rate as well Worst – Video / Webcast Highest Impact feature: Title Image Lowest Impact Feature: Copy Test Results: Highest Converting Test – PETCT at 14.03% Lowest Converting Test – OpenMRI at 3.12% Aggregate Conversion Rate – 7.11%
36
36 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. A/B Test: Best Predicted vs Worst Predicted Case Study/Whitepaper Marketing Title Marketing Image Short Copy Webinar Keyword Title Control (Product) Image Long Copy
37
37 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you Inga Broerman inga.broerman@siemens.com (610) 448-4536
Similar presentations
© 2024 SlidePlayer.com Inc.
All rights reserved.