Transcript Avangate presentation to Gartner

Performance Marketing Techniques
for the Software Market
Presented by:
Adriana Iordan
Product Management Officer
@Avangate
Agenda
Performance Marketing Techniques
1. Affiliate Marketing
2. Conversion Rate Optimization
3. Examples
4. Analytics & Testing
5. Takeaways
1. Affiliate Marketing
• Find partners to promote your products worldwide
• A network of affiliates gives you access to all online
marketing techniques covering multiple stages in the
customer buying journey
• Niche, localized, measurable, motivated
IncrediMail
www.avangate.co
m
4
Freemium: IncrediMail Free
www.avangate.co
m
5
Freemium: IncrediMail Plus, Toolbars
www.avangate.co
m
6
IncrediMail
Offers email customization tools & widgets
Secrets to IncrediMail Success
 Feature-filled, functional Freemium version leads to Premium
“IncrediMail Plus”
 Add-ons accessorize Freemium & Premium versions to expand
revenue flow from existing customers
 Associates with other complementary vendors to cross-sell
whenever possible
 Uses social media to amplify their messages
IncrediMail benefits
 Generates add-on sales with conversion rates of over 10%*
www.avangate.co
m
7
Freesoft.tvbok.com
Original Content
Freesoft.tvbok.com: Localized Original Content
www.avangate.co
m
8
Freesoft.tvbok.com
Use original content to convert audience
FreeSoft.tvbok.com
 Affiliate website for the Japanese audience
Secrets to their success
 As an affiliate, Freesoft.tvbok.com promotes video tools and uses
tutorials and reviews as customer conversion pages.
The benefits
 Provides added value to its website visitors (over 2 million page views
monthly)
 Generates affiliate sales with a conversion rate of over 0.8%*
www.avangate.co
m
9
BitsDuJour.com
Leverage the power of the discount coupon
BitsDuJour: Power of Coupons
www.avangate.co
m
10
BitsDuJour.com
Leverage the power of the discount coupon
BitsDuJour: Widget
www.avangate.co
m
11
BitsDuJour.com
Power 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%*
www.avangate.co
m
12
Myce.com
User generated content & communities to deliver affiliate
promotions
Myce.com: User Generated Content & Communities to
Deliver Affiliate Promotions
www.avangate.co
m
13
Myce.com
User Generated Content & Communities to Deliver Affiliate Promotions
Myce.com
 Website targeted to consumer electronics, gadgets and technology
community, engaging members into reviews, discussions and forums
Secrets to Myce.com’s success
 Power of user generated content
 Contextual advertising used to generate sales
The Big benefit
 Added value through reviews and social interaction on forums and
discussions
 Affiliate conversion rate of over 1.5%*
www.avangate.co
m
14
Siliconaction.com.br
Product catalog with localized user experience
SiliconAction: Extensive Catalog, Local User Experience
www.avangate.co
m
15
Siliconaction.com.br
Product catalog with localized user experience
SiliconAction: Installment Plan
www.avangate.co
m
16
Siliconaction.com.br
Product catalog with localized user experience
SiliconAction: Brand and Product-Specific Keywords on local
markets
www.avangate.co
m
17
Siliconaction.com.br
Product catalog with localized user experience
 Brazilian product catalog / e-tailer selling software online with over 1,400
titles
Secrets to SiliconAction’s success
 Localized 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 availability
 Uses 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)
www.avangate.co
m
18
2. Conversion Rate Optimization
How to find out about your prospects?
• Web Analytics Data Segmentation
• Surveys – current customers, trial
users, users who uninstalled your
software, visitors
• Face to face selling / Become your own
customer
• User Testing / First impressions
• Click Mapping Tools
• Competitive analysis
• Multi channel funnels
Usabilla Test
Imagine 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.
www.avangate.co
20
m
Usabilla Test
1. Click on the information that indicates that this software is what
you are looking for.
2. Click on the elements you like on this page.
3. Please add a note saying what you think is missing from this
page.
Heat maps + notes from testers for the client website +
www.avangate.co
21
competitors
different reactions
for the same motivation
m
UserTesting
1. Asses if the software presented on this page fits your needs.
Tell us what convinced you or not.
2. Now that you have set up your mind for it, go through the
process of buying it. How easy or difficult was it?
3. If this weren’t a test, would you have made a purchase? Why
or why not?
70 minutes of raw video from UserTesting (6 users)
www.avangate.co
m
22
What we’ve learned?
 Lack 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
Where to start?
Start where your money is:
1. End of the conversion funnel: Cart &
Checkout pages; Product pages
2. Pricing pages
3. Tests on pages that affiliates use
4. Navigation pages
5. Entry pages for expensive traffic
Test first on your good performing pages
Every test you don’t start is costing money!
Basic scenarios to test
• Purchase 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)
Experiments we’ve done
40.4% to 47.7%, which translated into an 18% increase in
sales in one month only
Shopping cart
15% increase in conversion rate,
10% revenue increase in 1 month.
Localization
• Kept only the
elements that are
related to French
language
• Local payment
methods, phone
numbers outlined
• Localize your
templates for at least
top 3 countries
15% revenue increase in 1 month.
Upselling 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%
Google 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
Multi-channel mix
Hidden Value
Pull back the curtain:
•
•
•
•
•
•
•
•
Display advertising (e.g. Google Display Network)
Referral links & affiliate programs
Content marketing
Price comparison sites
Social media marketing
Organic search / Paid search
eMail Marketing
Mobile advertising
How many digital channels work together to drive
conversions?
Takeaways
1. Easiest access to worldwide partners: affiliate
marketing
2. Find the desires / objections your visitors have and
the ways to overcome them
3. Develop a habit in testing everything, assume
nothing
4. Understand traffic channels contribution to your
goals (when budgeting new campaigns – think mix)
Adriana Iordan – Product Management Officer
[email protected]
@adriana_iordan
Avangate Inc.
Redwood Shores CA., USA
Tel: (650) 249 - 5280
Avangate B.V.
Amsterdam, The Netherlands
Tel: +31 20 890 8080
[email protected]
www.avangate.com