Brand Websites Must Die!

Marko Hurst

Brand Websites Must Die!Understanding Online Business Models for Greater ROI &

Design

Excerpt: NYC UPA KeynoteDesigning Outcomes: Feb 2009

First in a series of short education presentations

Marko Hurst

Me

Book: Search Analytics - Conversations With Your Customers

• Anticipated release: December 2009

• Book website: RosenfeldMedia.com/books/SearchAnalytics

• Co-Author: Lou Rosenfeld

Consultant, Author, & Speaker

• User Experience

• Web Analytics

• Behavioral Targeting: (Machine Learning & Neuroscience)

Blog: MarkoHurst.com “Insightful Analytics”

Twitter: MarkoHurst

Contact: [email protected]

Marko Hurst•http://www.flickr.com/photos/valpopando/2125883501/

Business Models & Goals

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1.eCommerce

• Buy now• Reoccurring

Online Business Models

NOTE:

• Each business model comes with it’s own inherent KPIs. For me details see Eric Peterson’s “Big Book of KPIs”

•Most sites fall into at least 2 models

•Once you determine your business models all decisions are then vetted against it/them

2.Content • Advertising

• Subscription

3.Lead Gen• Data Collection

• Branding

4.Support/Customer Care

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Establish Goals

Provide clearly defined AND quantifiable objectives

“Increase customer satisfaction by 7% across US market in the next 12 months via customer support” + Goal / + Quantifiable

“Capture 100K visitor emails via online coupons over 3 months on our “XYZ” microsite for our CRM program” + Goal / + Quantifiable

“Make my bonus”

+ Goal / - Quantifiable

“Clean simple design”- Goal / - Quantifiable

1. Establish a baseline

– Where are we now?

2. Set a goal

– Where do we want to be?

3. Optimization

– How will we get there?

* Remember the 3 part process

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Lead Gen: Trial/Sampling

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If your already or you want to collect, provide, or perform…

• PII (personally identifiable info): email, names, age, etc

• Samples

• Coupons

• Loyalty

• CRM

thinking of your site as just a ‘brand website’!

Attention “Brands”

If your goals include…

• Awareness, consideration, preference, purchase, repurchase/retention, etc.

* You are simply losing opportunities, visitors, & customers to your competition

Marko Hurst

Lead Generation: Trial Example

Step 2

Step 3Step 1

Step 4 (G1)

* If you think of this as a “brand” site, you might not care how many samples you gave away, names collected, or potential customers converted. But as a Lead Gen site, it’s you lifeblood.

Marko Hurst

Lead Generation KPIs

1. Overall conversion

2. Conversion by campaigns

3. Drivers to registration process

4. Step-by-step conversion analysis via the registration process

5. Analysis of registration process dropouts

6. Conversion of leads to actual customers

* Measure, Monitor, & Optimize!

Marko Hurst

Lead Generation: Trial - Scenario Analysis Example

* Reporting vs Analysis. Test Scenario Analysis against User Testing. Tie back to wireframes, personas, & segments.

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Why Test?

Lead Generation: Trial - Multivariate Testing

* Sorry to inform all of you traditional & “gut feeling” types, but YOU CANNOT OUTPERFORM optimization techniques. (BTW no one can)

Marko Hurst

Lead Generation: Trial - Monetization Model

* The proof is in the pudding! You can download this file from my website

Marko Hurst

Thank You!

Book: RosenfeldMedia.com/books/SearchAnalytics

Blog: MarkoHurst.com

Contact: [email protected]

Twitter: MarkoHurst