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1 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Multivariate Landing Page.

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Presentation on theme: "1 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Multivariate Landing Page."— Presentation transcript:

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, , ,500 7,000 40,000 7,900 20,000 — 306, % 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   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: 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 (610)


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