for the Software Market Presented by Adriana Iordan Product Management Officer Avangate Performance Marketing Techniques Affiliate Marketing Conversion Rate Optimization Examples Analytics amp Testing ID: 778301
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Slide1
Performance Marketing Techniquesfor the Software Market
Presented by:Adriana IordanProduct Management Officer@Avangate
Slide2Performance Marketing Techniques Affiliate Marketing Conversion Rate Optimization
Examples Analytics & Testing TakeawaysAgenda
Slide3Find partners to promote your products worldwideA network of affiliates gives you access to all online marketing techniques covering multiple stages in the customer buying journey
Niche, localized, measurable, motivated1. Affiliate Marketing
Slide4IncrediMail
Slide5Freemium: IncrediMail Free
Slide6Freemium: IncrediMail Plus, Toolbars
Slide7Offers email customization tools & widgets
Secrets to IncrediMail SuccessFeature-filled, functional Freemium version leads to Premium “IncrediMail Plus”Add-ons accessorize Freemium & Premium versions to expand revenue flow from existing customersAssociates with other complementary vendors to cross-sell whenever possibleUses social media to amplify their messagesIncrediMail benefits
Generates add-on sales with conversion rates of over 10%*
IncrediMail
Slide8Freesoft.tvbok.comOriginal Content
Freesoft.tvbok.com: Localized Original Content
Slide9FreeSoft.tvbok.comAffiliate website for the Japanese audience Secrets
to their successAs an affiliate, Freesoft.tvbok.com promotes video tools and uses tutorials and reviews as customer conversion pages. The benefitsProvides added value to its website visitors (over 2 million page views monthly)
Generates affiliate sales with a conversion rate of over 0.8%*
Freesoft.tvbok.com
Use original content to convert audience
Slide10BitsDuJour.comLeverage the power of the discount coupon
BitsDuJour: Power of Coupons
Slide11BitsDuJour.comLeverage the power of the discount coupon
BitsDuJour: Widget
Slide12Power of Coupons
BitsDuJour
Offers heavily discounted software titles (PC &
MAC / over
50%), each deal only for 24 hours
Secrets
to BitDuJour’s Success
Community
& crowd-sourced W.O.M. marketing
Work with multiple affiliate networks & with vendors directly.
Seasonal
& special campaigns – BitsDuJour Holiday
Bundle
The Big benefit
Discounted product offers generate a conversion rate
>20
%
*
BitsDuJour.com
Slide13Myce.comUser generated content & communities to deliver affiliate promotions
Myce.com: User Generated Content & Communities to Deliver Affiliate Promotions
Slide14Myce.comWebsite targeted to consumer electronics, gadgets and technology community, engaging members into reviews, discussions and forums
Secrets to Myce.com’s successPower of user generated content Contextual advertising used to generate salesThe Big benefitAdded value through reviews and social interaction on forums and discussions
Affiliate conversion rate of over 1.5%*
Myce.com
User Generated Content & Communities to Deliver Affiliate
Promotions
Slide15Product catalog with localized user experienceSiliconaction.com.br
SiliconAction: Extensive Catalog, Local User Experience
Slide16Product catalog with localized user experienceSiliconaction.com.br
SiliconAction: Installment Plan
Slide17Product catalog with localized user experienceSiliconaction.com.br
SiliconAction: Brand and Product-Specific Keywords on local markets
Slide18Product catalog with localized user experienceBrazilian product catalog / e-tailer selling software
online with over 1,400 titlesSecrets to SiliconAction’s successLocalized buying experience (localized payment methods, installment plans, etc.)Generate traffic via targeted PPC campaigns, newsletters and
advertising serving as a regional conduit for latest software availabilityUses
both the affiliate and reseller
model being flexible to offer the largest selection
The Big
benefit
Generate
sales as an affiliate with a conversion rate of ~20
%* (trusted by partners)
Siliconaction.com.br
Slide19How to find out about your prospects?Web Analytics Data
SegmentationSurveys – current customers, trial users, users who uninstalled your software, visitorsFace to face selling / Become your own customerUser Testing / First impressions
Click Mapping Tools
Competitive analysis
Multi channel funnels
2. Conversion Rate Optimization
Slide20Imagine you want to buy one piece of video conversion software to convert your holiday videos into an iPhone format and then send it to your friends
. Usabilla Test
Slide21Usabilla
Test
Click
on the information that indicates that
this software is what you are looking for
.
Click on the elements
you like
on this page.
Please add a note saying what you
think is missing
from this page
.
Heat maps
+ notes from testers for the client website + competitors different reactions for the same motivation
Slide2270 minutes of raw video from
UserTesting (6 users)UserTesting
Asses
if the software presented on this page
fits your needs
. Tell us
what convinced
you or not.
Now
that you have set up your mind for it, go through the
process of buying
it. How easy or difficult was it?
If
this weren’t a test, would you
have made a purchase
? Why or why not?
Slide23Lack of understanding what Free Download means – confusion: “Download is Free but a 70% discount is offered for purchase.”
Difficulty in understanding the licensing model: “are there renewal annual costs? What about upgrading?” One user understood that the Personal license was for non-profit organizations because of the text: „for non-profit purposes only”.
Difficulty in finding the “
How to convert a video to iPhone” section (it was listed under the left menu)
Asked about reviews, screenshots of the product, short online demos of the product
What we’ve learned?
Slide24Where to start?
Start where your money is:End of the conversion funnel: Cart & Checkout pages; Product pagesPricing pages
Tests on pages that affiliates use
Navigation pages
Entry pages for expensive traffic
Test first on your good performing pages
Every test you don’t start is costing money!
Slide25Purchase flows (checkout split testing)
Look & feel (removing distractions: navigation, clutter)Trust, security, confidence elements
Localization & relevance
Extra
revenue
factors
(cross sells, backup cd, DIS, upsells,
etc
)
Basic scenarios to test
Slide26Experiments we’ve done
40.4% to 47.7%, which translated into an 18% increase in sales in one month only
Slide27Shopping cart
15% increase in conversion rate, 10
% revenue increase
in 1 month.
Slide28Localization
Kept only the elements that are related to French languageLocal payment methods, phone numbers outlined
Localize your templates for at least top 3 countries
15%
revenue
increase
in 1 month.
Slide29Upselling variations
Checkout template for an affiliate who wanted to test if they can increase the AOV by displaying as an overlay the upselling options.
Revenue per click increased by 12%
Slide30Google Multi-Channel Funnels
Multi Channel Funnels - Real
game changer (on par with Advanced Segmentation and Custom Variables)
Look for traffic channels that bringing the most assists – what is the combination of channels
Slide31Multi-channel mix
Slide32Pull back the curtain:Display advertising (e.g.
Google Display Network)Referral links & affiliate programsContent marketingPrice comparison sites
Social media marketing
Organic search / Paid search
eMail
Marketing
Mobile advertising
Hidden Value
How many digital channels work together to drive conversions?
Slide33Easiest access to worldwide partners: affiliate marketingFind the desires / objections your visitors have and the ways to overcome
themDevelop a habit in testing everything, assume nothingUnderstand traffic channels contribution to your goals (when budgeting new campaigns – think mix)Takeaways
Slide34Adriana Iordan – Product Management Officerai@avangate.com@adriana_iordan