Optimizing your website for more leads and sales Jiri Brazda 18 October 2010 … and beyond!

Jiří Brázda  Web analytics & customer intelligence expert  5 years of practitioner (HVB Bank, DIRECT Pojišťovna) and consultant experience in online analytics  Web Analytics Association regional manager for CEE  Web Analytics Wednesday CZ&SK  twitter.com/jiribrazda twitter.com/jiribrazda Optimizing your website for more leads and sales | 2

First off, what is this optimization?

Not all optimization is created equal  Search Engine Optimization  Bring in new visitors / customers from search engines  Conversion Rate Optimization  Get more out of current website visitors  Sales, orders, contacts, registrations, downloads = anything that has business value Optimizing your website for more leads and sales | 4

Conversion Rate Optimization Persuasion Usability Accessibility Website has to convince visitors to do what you want them to do Website has to allow visitors achieve what they want Website has to provide access to information Optimizing your website for more leads and sales | 5

“Usability means you design your supermarket so that people can easily move around. Persuasion means you design the shelves so that people will leave with full shopping carts.” Optimizing your website for more leads and sales | 6

What is the ultimate measure of success for your website? And where do you direct your optimization efforts? (I’m not going to ask because you’re a more sophisticated audience than the average website owner!) Optimizing your website for more leads and sales | 7

Evolution path Optimizing your website for more leads and sales | 8 Target (KPI)Focus on activity

It’s all intertwinned: In PPC search marketing you can raise bidding and improve your traffic acquisition efforts through - conversion rate - customer value / loyalty Optimizing your website for more leads and sales | 9

(unless you’re a startup) “There are no new customers.” Radek Hrachovec (former Marketing director, Bata) You have to focus on current customers, their loyalty, value and profitability. Optimizing your website for more leads and sales | 10

Traditional retail: data-driven leaflet Optimizing your website for more leads and sales | 11 Image source: idirekt.cz

I believe we’re moving away from designing websites to designing individual customer interactions… … powered by sophisticated online analytics Optimizing your website for more leads and sales | 12 New online: data-driven website

Optimizing your website for more leads and sales | 13 Heck, it’s no easy work. How do I get there?

1) Collect data

Quick survey  How many of you have sufficient data to: 1.Support your decisions? 2.Optimize your online activities? Optimizing your website for more leads and sales | 15

Hey, it’s not about quantity!

The only purpose of collecting data is to manage & improve your online business… … yes, sometimes it’s trial and error Optimizing your website for more leads and sales | 17

DIRECT Pojišťovna  Est. 2007, now part of RSA Group  The only pure play online insurance house  Car insurance, property, travel  Optimizing your website for more leads and sales | 18

KPIs in sales funnel  Basic tool / implementation tells you this: visits and conversion rates Optimizing your website for more leads and sales | 19

Optimizing your website for more leads and sales | 20 Car details Driver details

In dark ages it used to be HITS (“How idiots track success” – Avinash Kaushik). Then it became counting VISITS. Through collecting custom data along with standard website metrics we can answer BUSINESS QUESTIONS! Optimizing your website for more leads and sales | 21

What kind of market segments do our marketing campaigns attract? … and which of them actually convert into paying customers? Optimizing your website for more leads and sales | 22

How are we doing with the largest market segment – Skoda owners?  Weekly Hit Rate = % policies from price quotes Optimizing your website for more leads and sales | 23 Feel like testing price elasticity for particular market segments? With this kind of data you can!

2) Use the data

Make decisions based on data Ronni Kohavi, Microsoft (PPT: Optimizing your website for more leads and sales | 25 Our intuition is poor: 2/3 rd of ideas do not improve the metric(s) they were designed to improve. Humbling!

Optimizing your website for more leads and sales | 26 No statistically significant difference -> Insight: Stop debating, it’s easier to get the data

Kentico Software  Est. 2004, about 65 employees  Czech software company based in Brno  Main product: Content Management System  Clients from 84 countries all around the world  Optimizing your website for more leads and sales | 27

Optimizing your website for more leads and sales | 28 A B

In 7 weeks… Kentico marketing :-) Kentico sales :-| Optimizing your website for more leads and sales | 29

Optimizing your website for more leads and sales | 30 Kentico sales is flooded with new contacts from their website A/B test launched along with couple more optimization tweaks Case study (in Czech)

“We have all these leads but so little information about them and it’s only me to handle them all” Optimizing your website for more leads and sales | 31 sales

Lead management - before  Contact details include only name and  Phone number and company name not required fields  Leads are prioritized based on their address (keep company s, throw away Gmails, Hotmails and such) – all manual work Optimizing your website for more leads and sales | 32 Sales was lacking more data and capacity!

Lead management - after 1.We provide more data on individual leads from web analytics – Geolocation and company name resolved from IP – Number of previous visits – Flags for performing specific action, eg. viewing pricing and licence options Optimizing your website for more leads and sales | 33

Lead management - after 2.We integrate internal CRM system with web analytics – Sales can access website behaviour data for individual leads as and when needed – Automated lead scoring puts contacts into different segments based on their predicted value – Campaign management follows up with appropriate automated communication (= lead nurturing) Optimizing your website for more leads and sales | % DONE 30% DONE FUTURE PLAN

Learning ecosystem based on data! Sales Campaign management Lead scoring Optimizing your website for more leads and sales | 35

SUMMARY With both DIRECT Pojišťovna and Kentico it all started out by improving conversion rates. But now… DIRECT Pojišťovna is optimizing its website and product offerings for different segments with A/B testing and content targeting. Kentico is optimizing its sales process incl. individual lead nurturing using data from its website. Optimizing your website for more leads and sales | 36

“That some achieve great success, is proof to all that others can achieve it as well.” Abraham Lincoln Optimizing your website for more leads and sales | 37

Q / A twitter.com/jiribrazda