Who Says Elephants Cant Dance? How IBMs digital marketing leaders - - PowerPoint PPT Presentation
Who Says Elephants Cant Dance? How IBMs digital marketing leaders drove change and optimized website usability Joan Renner, Content Manager, Corporate Marketing Digital Initiatives, IBM Daniel Burstein, Director of Editorial Content,
Joan Renner, Content Manager, Corporate Marketing Digital Initiatives, IBM Daniel Burstein, Director of Editorial Content, MECLABS
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Me
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Dated masthead Too many features competing for attention Cluttered family portrait syndrome
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Updated masthead Leadspace image that can be single, multiple or cycling Increased visibility and opportunity for promotions Rich “fat” footer would contain more visitor driven content
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Version A Version B
Disappointing results
pagination elements
½%, or 500 clicks a week
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Change increased monthly CTRs to promotions by 250%, resulting in 28K more clicks a month
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Version A Version B Position: Moving frequently asked questions to the left column resulted in a 15K more clicks a month - a 300% increase Terms: “What we offer” performed better than “Shop and buy” by 30% Terms: Changing “Who we are” to “About IBM doubled the CTR to 17K monthly
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Heatmaps help quickly communicate to executives and stakeholders monthly status
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Developing a plan and best practice to increase clicks / conversions rates is critical for ensuring the homepage provides value
Hover Clicks Conversions
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where it makes sense
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Spain Russia Sweden Turkey Israel Egypt Bulgaria Estonia
Communicate need and drive change with an understanding that all markets are not
makes sense.
Deployed new design Future deployment
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where it makes sense
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# Story Description Design type High internal visability 1->5 Difficulty low-high Value low->high 567 Position and presentation of "All xx" option. Mega-menu 4 M M 587 The great hover vs. click debate. Mega-menu 4 L M 553 Lists of items vs. interactive content chunks (several studies, totally new designs) Mega-menu 3 M L 534 Full size vs. "as needed" space use Mega-menu 4 M M 577 General landing page best practice (when user avoids the menu) Mega-menu 5 L H 521 Definition and usability of an Overview product page (Best practice definition). Price & Buy 3 L M 522 Importance and accessibility of product info such as data sheets, demos, and trial options. Price & Buy 4 M M 534 Significance and process for Sales Rep access and relevant info (including definition thereof) Price & Buy 3 L L 578 Implementation of Product package summary (shop cart) to be sent to colleagues and IBM partners. Price & Buy 5 M M 523 Inhibitors to conversion, end-to-end. Price & Buy 5 M H 594 What are users "really" looking for? Notes on what's behind the query. Search 3 M L 547 Do they find "it"? How often, what, and what "not" .... resulting in an effect diagram on why not. Search 4 M M 544 User acceptance of v17 masthead search. Search 5 L M 566 User acceptance of search results presentation. Search 4 M M 516 Implementation of direct-to-sales channel on specified and pre-qualified queries. Search 2 H M 529 Improvement on "moment of brilliance" pop-up menu (Let's build a smarter planet - home page). Smarter Planet 3 L L 576 Extension of #16 to wider scope, considering user focus within site. Smarter Planet 4 L M 503 (PLUS): experiments on use of pop-up in other site instances (products, services, context aware, etc.) Smarter Planet 3 L M 501 Use of Graphic heavy vs. text heavy landing pages. Smarter Planet 3 L M 575 Implementation of video flow; Video, audio, user control .... Smarter Planet 4 H H 586 (all - leadspace, content, leading landing page, etc.): Graphics: Concrete vs. Abstract Banners 4 M M 591 Head; short vs. long AND concrete vs. Abstract Banners 3 L M 588 Deck (sub-head), short, long, present, not present Banners 5 L M 571 CTA: Short, long, concrete, abstract .... Banners 5 L M 509 Basic definition of best practice. Banners 3 L H 522 Best Practice. Scan-ability. Can the user find the "necessary" info quickly and with understanding? Content 4 H H 566 Best Practice. Order of Presentation. Is the info presented in a manner digestible to the user Content 4 M M 571 Best Practice. Detail. Does the presentation show general info while allowing for deeper definition? Content 5 M L 592 Optimized use of graphics, icons, charts, etc. within body text. Content 3 M M 542 Metric - Define baseline and ongoing dashboard representing success of 29 studies outlined above. Content 4 L H
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where it makes sense
to build better landing pages)
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Task #577 with low difficulty but high value: Develop guidance for landing page best practices “You can lead a horse to water, but you can’t make him drink.”
… or can we?
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Control: Recipe A Winner: Recipe C Shortening the hero, adding the offer button and reducing page clutter increased CTRs 904% and registrations 1,475%
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where it makes sense
build better landing pages)
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Website Testing: IBM's navigation elements test leads to 128% increase in clickthroughs – http://www.marketingsherpa.com/article.php?ident=32001 Website Testing: Research and testing leads to new IBM Software Group homepage, 23% increase in demos – http://www.marketingsherpa.com/article.php?ident=32009 Landing Page Optimization: Goodbye stock photos and Happy Man, hello social media – http://sherpablog.marketingsherpa.com/website-and- landing-page-design/lpo-photo-social-media/
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