Optimizing Email Signups How Fidelity Investments boosted email - - PowerPoint PPT Presentation

How Fidelity Investments boosted email signups

Optimizing Email Signups

Scott MacMillan Director Digital Testing & Optimization Fidelity Investments

Session Speaker

2

Scott D MacMillan Director Digital Testing & Optimization Fidelity Investments

Scott MacMillan leads the testing program at Fidelity Investments, with an aim of increasing visitor engagement and conversion. Previously, he has held various data driven marketing and product management roles in multiple industries. Scott earned a BS Marketing from Lehigh University, and is a graduate of Northeastern University’s High Tech MBA program. He is very active in the analytics community, serving as co-leader of the DAA Boston Chapter, Founder of the New England Digital Analytics Roundtable and serving on the Which Test Won Advisory Board. Scott lives north of Boston with his wife, two sons and dog.

@scottdmacmillan

Why Am I Up Here?

• The Problem
• Large marketing investment in campaign to generate leads

by driving email newsletter signups via a landing zone.

• Post-launch the actual % of visitors completing email

signups was less than 10% of the target %.

• Marketing partners were feeling that goal was

unattainable How could we help salvage as much value from the marketing investment by increasing the signup %?

The Campaign Components

Display ads and

• ffline

media drive to the landing zone Link takes visitor to email signup form…

The Campaign Components

…the email signup form Button takes visitor to confirmation page

Our Approach

Let’s win the next period. Considered three steps

• 1. Getting more visitors to the landing zone
• 2. Getting more landing zone visitors to the signup form
• 3. Getting more signup form starters to become completers

Optimizing Email Signup Starts

Original Test

9

Experiment 1: Results

> 100% increase in email signup starts and completes

What You Need to Understand: Dramatic change had dramatic lift while not negatively impacting form completion rate, nor overall landing zone engagement Note: Numbers in table are illustrative Email link CTR Completion Rate Tab PageViews Control – without callout 1.2% 53% 14,779 Treatment – with callout 2.7% 53% 14,706 Relative Difference >100%

• 73

!

Our Approach

Getting closer. Let’s win the next period. Considered three steps

• 1. Getting more visitors to the landing zone
• 2. Getting more landing zone visitors to the signup form
• 3. Getting more signup form starters to become completers

What would you change?

What We Did

• Email start to email finish
• Applied Optimization techniques from Summit in Denver:
• Visual changes
• Internally: do we have anything similar that we’ve done
• Email signup for viewpoints looked at data. VP

performing better, what does that page look like? Bingo.

• Challenge: page managed by different group. Can’t test

enable page. What would you do?

• We rolled the dice and made the changes directly.

Email Signup Process Comparison

Add Confidentiality Label Which had the better completion rate? a) Top b) Bottom c) Even

Before & After

Changes based on techniques learned at Optimization Summit ‘12:

• Lightened the overall look and feel
• Replace bulky bullet pts with

categories from the email

• Utilize graphics
• Simplified the message above the

fields including frequency of subscription

• Included language of how the email

will benefit the user. Less about us.

• Moved fields outside the box
• Eliminate second email address

confirmation field

• Update orange button to “sign up”
• Include language that subscribers

will only receive the PE enewsletter

15

Experiment 2: Results

> 25% increase in email signup completion rate

What You Need to Understand: Following a methodical optimization approach can work Note: Numbers in table are illustrative Email Signup Completion Rate Control – original signup form 39% Treatment – optimized form 53% Relative Difference > 25%

!

The Final Score

16

Don’t give up. Apply sound

• techniques. One period at a time.

Thank You

Scott D MacMillan Director Digital Testing & Optimization Fidelity Investments scott.macmillan@fmr.com