Engage 2013 - Targeting and Delivering Content

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

Agenda

•  Introducing Motorcycle Superstore •  Using Webtrends in innovative ways

– Testing and targeting today – Putting segmentation to work

•  Q&A

WHAT SUCCESS LOOKS LIKE Introducing Motorcycle Superstore

Jay Sahourieh, Webtrends

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

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

A CULTURE OF TESTING Evolving a Successful Online Business

Jason Miller, Motorcycle Superstore

Changing HIPPO Culture

•  Who drives decisions?

Testing: Know for Certain

•  Best performance from all pages •  Facts, not opinions •  CTA buttons, colors, placement, content •  Test everything!

Test to Significance

•  Winning content becomes obvious •  Deploy winner across platforms & devices

What did we test first? Shopping cart.

•  Tactical tests •  Fast results •  Significant impact

Making Checkout Easier

Improving Delivery Date Visibility

Showing “Pay with Credit Card”

Removing Pre-Checkout Roadblocks

Maximize Your Marketing Spend

•  It’s not all about the shopping cart •  Look for data points to improve customer

experience – Email campaigns – SEM conversion

Mobile Detect and Redirect

Since Those Tests…

•  Integrated testing into standard practices

•  Agile, nimble, responsive

•  Testing evolves with our business

New Addition: Webtrends Streams

•  Browse 3 or more jackets, get promo for jackets—seizing the moment of interest

OPTIMIZING ALL CHANNELS Putting Segments to Work

Allen Harper, Motorcycle Superstore

Users On the Go Drive Multi-Channel Needs

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

Webtrends Alerts… Something’s Amiss with the iPad Users

“Hovering” Blocks the Funnel No-Hover State

Hover State

Isolating the Problem

Throttling the Traffic

•  Only iPad users

•  100% iPad traffic

What We Tested: Finding an Optimal

•  Variation 1: Display color options all the time •  Variation 2: Do not display color options

“Always Displayed” Creates Lift

Old Method

New Method: Across All Channels

“Always Be Testing”

OPTIMIZATION DRIVES SUCCESS

In Conclusion…

Jay Sahourieh, Webtrends

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

Top 3 Take-Aways

1.  Make testing part of your business 2.  Optimize across channels 3.  Use targeting to provide a better

customer experience

Thank You

Jay.Sahourieh@webtrends.com

Allen.harper@motorcycle-usa.com

Jason.miller@motorcycle-usa.com