ZoomPanel Join Site Testing

ZoomPanel Join Site Testing
• Goal:
Identify the optimal format,
layout, text, imagery on the
ZoomPanel acquisition web site
to drive the best conversion rate
from site visit to completed
registration form
•
Key metrics:
• # of landing page hits
• # of registration page hits
• # of thank you page hits
• Conversion rate from landing
page to thank you page
Control
ZoomPanel Homepage Test
Challenger 1
Challenger 2 Won!
Conversion rate: 24%
Landing page Hits: 37,384
Conversions: 9,062
Conversion rate: 43%
Landing page Hits: 45,155
Conversions: 19,402
Test 2: ZoomPanel Hero Shot
Control Won!
Conversion rate: 15%
Landing page Hits: 75,397
Conversions: 11,196
Challenger
Conversion rate: 10%
Landing page Hits: 105,735
Conversions: 10,785
Zoomerang Marketing Plan
Goal 1: Drive
Awareness & Traffic
Goal 2: Conversion
Goal 3: Upgrade,
Retention & Usage
•
•
•
•
SEM/PPC Display
SEO
Social Media
PR
• Aggressive Site Testing on
primary pages. Test creative,
message & offer
• Email Marketing – revamp
and test offer, creative,
message, behavioral
• UX/Qualitative Research to
improve product experience
SEM Page
Zoomerang Twitter Page
Optimize Zoomerang.com
• Objective:
Understand the
top paths to
becoming a paid
customer in order
to improve paid
conversion
Test on priority pages
Key Prior pages to paid registration include:
• Feature Comparison
• Buffet page
• Homepage (only ranked #3 – have to optimize the
higher ranked pages as well)
Average # of Clicks to page
• High number of
clicks to paid
registration form
Homepage
Sign Up
• Users often take a
longer path
• High number of
steps to feature
comparison page is
less expected
• Should be more
accessible
Registration Page
Pricing
Pricing: A/B/n Test
A
B
C
Sign Up - A/B/n Test
A
B
C
Redesigned Homepage w/Paid Widget
Billing Page
Credit Card
Billing Address
Done
Premium $599/year
Email
Password
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Survey Title
Questions
Create
Redesign Strategy / Timeline
March
February
January
Web Updates
Website
Templates
Template
Coding
Key Web Pages Comping
PowerPoint
Images
Icons
Web Page Production + CSS Styles
Polish Style Guide
Email Marketing: Optimized Mobile
•
•
Unique Open: Increased by
15%
Total Delivered: 95656
The Design + Web Process
Initial Request
Evaluate
Marketing
Needs
Designing
Project
Website
Upload
Marketing will update the
Creative/Media Calendar
Meeting with the project
initiator (if needed)
Collect Content – Get Copy from
project requestor
Schedule Push Date
Prioritization of projects
Research. Sketching. Mock ups
Upload to Staging Site (Dev) for
testing.
Feedback from team
Send Dev link to project
requestor for review
Creative/Media Calendar
meeting (if needed)
Revisions
Finalize Comps
Site Production - Coding
Once approved, queue for push
to QA New.
Send QA New link for final
approval
Push to Production
7-Day Rule (Request Prior to Live Date)
Day 1
Marketing Request via
Media Calendar
Amy + Jane - Meet with
requestor/s
For New Page Creation
Jane - Designs
Day 7
Day 2
Marketing - Approve QA
New
Push to Production
Jane - Designs
Day 6
Day 3
Testing in Dev
Marketing - QA Dev
Push to QA New for final
Review
Marketing - Review comps
Day 5
Day 4
Coding
Jane – Revise comps