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Targeting: Identifying Opportunities, Segmenting Visitors & Delivering Optimal Content
Jason Miller, VP of Technology, Motorcycle Superstore Allen Harper, UI/UX Dept. Manager, Motorcycle Superstore
Jay Sahourieh, Director of Sales – Optimize, Webtrends
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Agenda
• Introducing Motorcycle Superstore • Using Webtrends in innovative ways
– Testing and targeting today – Putting segmentation to work
• Q&A
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WHAT SUCCESS LOOKS LIKE Introducing Motorcycle Superstore
Jay Sahourieh, Webtrends
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Who is Motorcycle Superstore?
• Largest pure eCommerce player in space – Founded 1997 – Gear, apparel, parts, and accessories for
motorsports – Over 150,000 active SKU’s – Top 10 of all sporting good sites – #197 on Internet Retailer
• Early technology adopter
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Staying Ahead of the Curve • Visibility
– Knowing what’s working, what isn’t – Taking appropriate action
• Enabling key technologies – Advanced targeting – Segmentation
• Better engagement – Higher conversion – Increased revenue
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A CULTURE OF TESTING Evolving a Successful Online Business
Jason Miller, Motorcycle Superstore
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Changing HIPPO Culture
• Who drives decisions?
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Testing: Know for Certain
• Best performance from all pages • Facts, not opinions • CTA buttons, colors, placement, content • Test everything!
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Test to Significance
• Winning content becomes obvious • Deploy winner across platforms & devices
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What did we test first? Shopping cart.
• Tactical tests • Fast results • Significant impact
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Making Checkout Easier
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Improving Delivery Date Visibility
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Showing “Pay with Credit Card”
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Removing Pre-Checkout Roadblocks
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Maximize Your Marketing Spend
• It’s not all about the shopping cart • Look for data points to improve customer
experience – Email campaigns – SEM conversion
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Mobile Detect and Redirect
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Since Those Tests…
• Integrated testing into standard practices
• Agile, nimble, responsive
• Testing evolves with our business
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New Addition: Webtrends Streams
• Browse 3 or more jackets, get promo for jackets—seizing the moment of interest
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OPTIMIZING ALL CHANNELS Putting Segments to Work
Allen Harper, Motorcycle Superstore
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Users On the Go Drive Multi-Channel Needs
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Segments Within Optimize Ensure We Hit Our Targets
User Targeting • Mobile Devices • Geo-Location Targets • Ride Style Utility Segmentation • Sale/Non-Sale • Marketing Channel
Filtration
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Webtrends Alerts… Something’s Amiss with the iPad Users
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“Hovering” Blocks the Funnel No-Hover State
Hover State
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Isolating the Problem
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Throttling the Traffic
• Only iPad users
• 100% iPad traffic
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What We Tested: Finding an Optimal
• Variation 1: Display color options all the time • Variation 2: Do not display color options
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“Always Displayed” Creates Lift
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New Method: Across All Channels
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“Always Be Testing”
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OPTIMIZATION DRIVES SUCCESS
In Conclusion…
Jay Sahourieh, Webtrends
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Data Driven Culture • Test to determine what’s best for the user
experience at an individual level – Keep customers onsite – Keep customers coming back
• Better data = better targeting – Provides better customer experience – Leads to increased revenue
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Top 3 Take-Aways
1. Make testing part of your business 2. Optimize across channels 3. Use targeting to provide a better
customer experience