From June 1st (Monday) LOVEFiLM will be increasing our TV advertising compared to previous months. It will be back up to the levels we saw in January.
So why am I telling you this? In January we saw an amazing month, maybe the best of all time for Affiliates and other online activity. We always see a good 10-15% uplift for affiliate channels during TV campaigns of this level, but results were even better due to the messaging and more offer focused attitude of the public. Why pay for a DVD or Sky subscription when you can try us out for free and then get better value?
This time we are across an even wider range of channels, including terrestrial on Channel 4. On Digital channels we are across all channels types - entertainment, sports, news, film, news and educational/documentary. I think by the end of the month you will be sick of us, but the new ad does have a catchy (and well suited) song you will be humming all the way to work. When I get a copy I will post it online.
So, in June we have new TV creative and we have also refreshed all the main flash banners to show more integration in style. We have already seen increased CTR and conversion levels from this creative in our display advertising.
When we are on TV it gives affiliates the chance to take the additional brand exposure and awareness and close the sale. This works great for all, especially cashback, loyalty and email affiliates. Tradedoubler has the flash banners but all of our networks have more email and gif versions.
Lets hope for a another great month.
Showing posts with label conversion. Show all posts
Showing posts with label conversion. Show all posts
Friday, 29 May 2009
Friday, 27 June 2008
A/B and multi-variate testing to improve conversion on Lovefilm homepage
Thought I would post something about the multi-variate testing that Lovefilm has been doing to improve conversion on our website. As we send most affiliate traffic to our homepage all affiliates should have seen increased CCR from the recent tests.
Our digital and usability product manager Craig Sullivan recently spoke to e-consultancy about the work we have been doing in MVT. Below are the key points and the whole article can be found at http://www.e-consultancy.com/news-blog/365649/q-a-lovefilm-s-craig-sullivan-on-a-b-and-multi--variate-testing.html
So how long has Lovefilm been testing for?
We've been A/B testing all sorts of stuff for a few years now but we recently found a really good Multi Variate testing solution from Optimost (www.optimost.com) that has been getting us good results. We're trying to do loads more tests because the gains are so fundamental to our bottom line. It's also useful for us to assess the impact of changes we sometimes make rather than trying to guess the outcome.
What benefits are you getting from MVT?
There are obvious financial benefits - because of our fast growth as a business, we drive a lot of traffic to our site. We recently did a test with 192 elements and found two major changes that increased conversion. This gets us substantial additional revenue each year.
The other brilliant side benefit is that time spent endlessly tweaking designs or choosing 'the best design' is now reduced. I spend less time in long pointless meetings arguing about whether we should use dropdowns or whether the button should have shadows or what colour an element should be - our customers let us put all the ideas into a bucket and see what things work.
What are the key lessons you've learnt?
MVT testing is easy and everyone should be doing this. There are solutions that are completely free all the way up to thousands of pounds so there is plenty of choice in the market.
The biggest things personally for me are how it radically changed our design and approval process and how it removed the guesswork from site changes. We shouldn't be trying to 'guess' customer behaviour and we just shrug now, accept this fact and get on with letting the customers settle it for us.
credit: e-consultancy
Our digital and usability product manager Craig Sullivan recently spoke to e-consultancy about the work we have been doing in MVT. Below are the key points and the whole article can be found at http://www.e-consultancy.com/news-blog/365649/q-a-lovefilm-s-craig-sullivan-on-a-b-and-multi--variate-testing.html
So how long has Lovefilm been testing for?
We've been A/B testing all sorts of stuff for a few years now but we recently found a really good Multi Variate testing solution from Optimost (www.optimost.com) that has been getting us good results. We're trying to do loads more tests because the gains are so fundamental to our bottom line. It's also useful for us to assess the impact of changes we sometimes make rather than trying to guess the outcome.
What benefits are you getting from MVT?
There are obvious financial benefits - because of our fast growth as a business, we drive a lot of traffic to our site. We recently did a test with 192 elements and found two major changes that increased conversion. This gets us substantial additional revenue each year.
The other brilliant side benefit is that time spent endlessly tweaking designs or choosing 'the best design' is now reduced. I spend less time in long pointless meetings arguing about whether we should use dropdowns or whether the button should have shadows or what colour an element should be - our customers let us put all the ideas into a bucket and see what things work.
What are the key lessons you've learnt?
MVT testing is easy and everyone should be doing this. There are solutions that are completely free all the way up to thousands of pounds so there is plenty of choice in the market.
The biggest things personally for me are how it radically changed our design and approval process and how it removed the guesswork from site changes. We shouldn't be trying to 'guess' customer behaviour and we just shrug now, accept this fact and get on with letting the customers settle it for us.
credit: e-consultancy
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