Maximizing Campaign ROI Case Study: Doubling Toolbar Install Conversion Rate with Multivariate Optimization Sam Ee, MIVA Robert Bergquist, Widemile April 25, 2008

Today’s Facilitators Sam Ee, MIVA Direct ‣ MIVA Direct delivers on it's vision of "Making the Internet easy" by developing and distributing category-specific toolbars and a proprietary home page solution, powered by Google search. ‣ Two core business: ‣ Vertical affinity ALOT Toolbars and ALOT Home ‣ Screensavers.com for free screensavers and wallpapers Robert Bergquist, CEO, Widemile ‣ Leading provider of multivariate testing and optimization technologies and services for online agencies and advertisers ‣ Landing pages, microsites, sales funnels, registration pages ‣ Interactive ad campaigns and customer segment testing

Two Questions: ‣ Ad campaign costs rising? ‣ Satisfied with performance?

Test for Better Returns on Ad Spend Question: Which tactics have had the most positive impact on your search marketing campaigns? (Select all that apply.)

Are You Optimizing for Better ROAS? ‣ Little experience with content or creative testing ‣ Done some A/B split testing ‣ Done some multivariate testing ‣ Managing MVT projects now

You are not alone ‣ 87% not satisfied with their campaign conversion rates ‣ 60% doing no testing or optimization of any kind ‣ Majority of those testing use just A/B n=540, 9/6/07, Widemile webinar with SMN and Jupiter Research

Key Steps to Optimized Campaigns ‣ Know your audience ‣ Embrace design best practices ‣ Test marketing assumptions

What is Multivariate Optimization? ‣ Test multiple element variations quickly ‣ Learn how each influences performance ‣ Determine the optimal page configuration ‣ Tailor pages for traffic source and other customer segments Sample Landing Page

MIVA Case Study: Weather Toolbar ‣ Downloadable browser add-on toolbar shows various links to online weather sources ‣ Paid search campaigns deliver traffic ‣ Business objective is higher download and install rate

Marketing Questions: ‣ What is the best type of hero shot? ‣ What is the impact of the TRUSTe logo? ‣ Are people worried about spyware? ‣ Do people prefer specific toolbar features over lifestyle/benefits statements? ‣ Are people confused by the Google feature list? ‣ How much should we highlight the toolbar?

Optimization Process Analysis ‣ Understand audience and value proposition ‣ Review existing conversion process Action ‣ Develop testing plan (new templates, recipe matrix, and content variables) ‣ Execute tests ‣ Report and analyze results ‣ Deploy optimal pages ‣ Leverage lessons learned Baseline Page

Assessment and Redesign - Wireframe Google Product Information Header TRUSTeSpyware FREE Hero Shot Call To Action Button Product Description Headline

Defining Test Matrix No.Factor (Variable) Levels (versions) 1Header4 2Hero shot4 3TRUSTe logo4 4Headline2 5Call-to-action2 6Product description2 7Spyware-free message2 8Google info potential combinations tested with 16 experiments

Example: Header - which one works best? Level 2 Level 3 Level 4 Level 1

MVT Determines What Works Best

Which TRUSTe logo works best? Level 2 Level 3 Level 4 Level 1 OFF

Test Complete in Two Weeks Copyright 2007 – 2008 Widemile Inc. All Rights Reserved. Confidential Slide 17 Test Duration Test Data Stabilization Conversion Rate

And the Winner is…

Header Hero Shot Google Product Information TRUSTe Spyware FREE Call To Action Button Product Description Headline

What’s Most Important? Google Info Headline Spyware TRUSTe Call-to-action Header Product Description Hero shot HIGH MEDIUM LOW Influence Index

Analysis ‣ Spyware, TRUSTe, Headline, and Google information factors had the greatest influence on performance ‣ All references to the toolbar and specific features lost to lifestyle descriptions ‣ De-emphasizing the Google product features increased conversions ‣ People favored toolbar benefits over features

OFF Factor Analysis: TRUSTe logo ‣ Two new TRUSTe logos beat the old logo (and the logo turned off) – 8% lift delta ‣ Tested redesigned logos to reduce call-to-action confusion ‣ Recommend seals of approval with a small text link below to avoid competition with primary call-to-action objective Relative Conversion Rate

Greater Campaign Efficiency Twice the number of toolbar installs for the same ad spend 100% 215% Index: Conversions / Ad Spend

The Three Steps - Recap ‣ Know your audience ‣ Leverage your SEM and analytics resources ‣ Refine your value proposition ‣ Embrace design best practices ‣ Simplify the page and remove distractions ‣ Educate yourself ‣ Test your marketing assumptions ‣ Value proposition and incentives ‣ Traffic characteristics

Helpful Resources Conversational Marketing by Ian Lurie Portent Interactive Web Design for ROI by Lance Loveday & Sandra Niehaus Closed Loop Marketing

Next Step Test current optimal page versus New creative design using optimal content

Thank You Sam Ee – Robert Bergquist – Content Information