Transcript Who is Siemens? - MarketingSherpa

Multivariate Landing
Page Tests
Inga Broerman, Siemens Medical USA
Monday, November 13, 2006
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1
Who is Siemens?

Fast Facts




U.S. Revenues 18.8 Billion
U.S. Employees 70,000
U.S. Patents 11,000
Business Units
Building Technologies
 Power Generation and Power
Transmission
 Lighting
 Postal Service
and Hearing
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 Transportation
 Water Technologies
 Household Appliances
 Airports

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Siemens Online Network
siemens.com (Global)
usa.siemens.com (USA)
Corporate Sites
usa.siemens.com/medical
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usa.siemens.com/appliances
usa.siemens.com/water
usa.siemens.com/power
usa.siemens.com/financial
usa.siemens.com/transportation
Operating Company
Sites
(…)
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Siemens Testing:

Siemens Corporate
Why we are testing


Increase success rates
Usability
What we are testing
 Layouts
 Wording
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
Siemens Medical
Why we are testing


Conversion Optimization
Extrapolate Results
What we are testing
 Landing Pages
 Keywords
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Business model: usa.siemens.com


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


Pass relevant traffic to
respective operating
company (current passthrough rate 10.5%)
Collect and forward leads
on behalf of operating
company (monthly collected
leads represent an estimated
sales volume of $3-4M)
Branding
Collect opt-ins
Facilitate Job applications
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Product Finder: Choices and Wording
Options
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Product Finder
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+ 8.7%
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Homepage Layouts
A
+2.3%
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B
C
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A/B Testing of Contact Form Layouts
+115%*
success rate so far
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* low sample size
Current
Alternative B
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Global Healthcare Leader

Broad portfolio in healthcare IT and modality
systems

Sales of €7.6 billion EUR, with orders €8.6
billion (2005)
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Target Customers
Enterprise

Primary



Executive Management
(CEO, CFO, CMO)
Senior IT (CIO, VP IT,
Director IT)
Small Hospitals
Secondary


Large
Hospitals
Departmental/”ology”
Managers (Cardiology,
Radiology, etc.)
Influencers
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

Technologists
Nurses
Non-Hospital / Imaging Centers
40%
35%
38%
37%
30%
25%
20%
15%
10%
12%
9%
5%
4%
0%
Private
Radiologist
Groups
Hospital
Joint
Ventures
Physician
Partnerships
Other*
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Total U.S. Medical Imaging Market by
Modality (000’s)
X-Ray
Nuclear Medicine
Ultrasound
MRI
CT
PET
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Total
2003
1993
270,000
18,000
60,000
21,000
50,579
972
420,551
231,500
7,000
40,000
7,900
20,000
—
306,400
% of
Growth
16.6%
157.1%
50.0%
165.8%
152.9%
100.0%
37.3%
Source: Frost & Sullivan
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To reach new markets and respond to
customer buying behaviors we must move
to lower cost channels...
 Share
 Win rate
Direct
Sales
 Coverage
Resellers
Retail
Lower Cost
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• Minimal value-added, See, touch, take purchase
Telechannels
Electronic
• Telephone sales and service
Channels
• Interactive Websites
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Evolving Marketing Communication Mix at
Siemens Medical
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
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
Traditional
Tradeshows

Brochures

Direct Mail

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Emerging
Webcasts
Interactive Learning
Digital Brochures
Downloadable .pdf
E-mail
Podcasts
RSS Feeds
 Press Release
 Blogs



Print Ads

Online / Banners
Search
Optimization
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Website Visits/Sessions Trend:
www.USA.Siemens.com/Medical
Paid Search
Program
Established
Interactive
Marketing
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Organization
Established
6
Aug- 0
6
Jun- 0
6
6
Apr -0
F eb- 0
5
Dec- 0
5
Oc t-0
5
Aug- 0
5
Jun- 0
5
5
Apr -0
F eb- 0
4
Dec- 0
4
Oc t-0
4
Aug- 0
4
Jun- 0
4
4
Apr -0
F eb- 0
3
Dec- 0
3
Oc t-0
3
Aug- 0
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Web Visits and Inbound Calls
Site Visits
Inbound Calls
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The Evolution of Paid Search at Siemens
Medical
Keyword Selection
 Clickthrough Tracking
 Competitive Positioning
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 Budgeting
 Creative Testing
 Keyword Optimization
 Primary Metrics: Impressions & Clickthroughs
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Keyword Optimization

Keyword Segments
 Redirect URL’s
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 Pre-Qualified Clicks
 Primary Metrics:
 CTR & Cost per Click
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Tying Search Results to Business Goals

Cost per Conversion as
Primary Metric
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 Conversion Results by
Campaign
 Campaign Optimization
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Offer Optimization
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Online
Offers
Lead Information Capture
=
Successful Campaigns
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Testing Program
Is Our Google Spend
Being Optimized?
Are We Gathering All of
The Leads that we Can?
Are our Landing Pages
Promoting Visitor
Success?
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
Identify High Potential Keyword Groups
 Apply Learnings to Landing Page Development
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Landing Page Effectiveness Test
Hypothesis:
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
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Specific Elements on a
Landing Page Influence
the Propensity to Convert
There exists a “Perfect
Storm” Landing Page
We Can Find It.
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Multivariate Testing of Landing Pages

Isolates elements on a page and to determine what elements
matter and which combination is the strongest
 Provides results more quickly than
sequentially testing all potential
combinations
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Element 1: Title
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Title Test
Marketing:
“A New Dimension in
Ultrasound”
 “Optimize Your Radiology
Workflow”
 “The World Leader in CT
Innovation”
 “The syngo® Suite:
Integrated Workflow”
 “Industry Leading Gradient
Performance”
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“Leading the way in
available
revolutionary MRI
technology”
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Keyword
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“Siemens 3D and 4D
Ultrasound”
“Siemens Digital
Radiography Solutions”
“Siemens Computed
Tomography”
“Digital Mammography”
“Open MRI”
“Siemens RIS/PACS”
“Magnetic Resonance
Angiography”
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Element 2: Image
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Image Test
Clinical Image
Marketing Image
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Control Image:
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Element 3: Offer Type
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Offers

Whitepaper/Case Study:

Case Study: The Impact of
Multislice CT on the
Cardiology Practice
 Case Study: First Trimester
Diagnosis of Conjoined
Twins
 Free Download: fourSight 4D
Ultrasound Brochure
 Case Study: Digital
Mammography Proves Itself
in Breast Cancer Screening
 Whitepaper: Obesity and MR
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Imaging
 Whitepaper: Medical
Software Key to the Future
of Cardiac Care

Video / Webinar



Video Interview with Dr.
Nigel Price: The Benefits
of Going Digital
Video Interview: Medical
Software Key to the
Future of Cardiac Care
Webinar: Increase Your
Revenue with Siemens
Open MRI
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Element 4: Copy
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Copy
Short Copy
Long Copy
Discover why 10 of the top 15 U.S.
hospitals use Siemens CT – the World
Leader in CT Innovation.*
Whether you want to practice at the
forefront of medicine or you're looking
to add a cost-friendly multislice scanner
to your practice, Siemens' innovative
CT solutions will help you obtain the
crisp, detailed diagnostic images you
need to perform at a level you didn't
think was possible.
“Why do 10 of the top 15 U.S. hospitals use
Siemens CT? Because there is a
difference.*
Whether you want to practice at the
forefront of medicine with the world's first
dual source CT or you're looking to
upgrade to a cost-friendly multislice
scanner, Siemens' innovative CT solutions
will help you obtain the crisp, detailed
diagnostic images you need to perform at a
level you didn't think was possible:
*U.S. News and World Report, Best Hospitals 2005
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
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
Reduce dose to your patients with
C.A.R.E package of radiation reduction
software.
Accelerate exams to unprecedented
speeds with the industry's fastest gantry
rotation speed of 0.33 ms.**
CT Clinical Engines deliver diagnostic
speed and confidence.
*U.S. News and World Report, Best Hospitals 2005
**Optional configuration”
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In a Perfect World….
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In Reality…
Goal: 200 Conversion per Recipe
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Accelerating Results ….

The Plan



Analyze Across Tests
Identify Strongest Predictors
Combination Multivariate & A/B Testing
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Aggregate Results

Winners –




Loser –




Marketing title
Marketing Image
Short Copy
Keyword Title
Control Image (Product)
Long Copy
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


available from::
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

Copy
Test Results:

More data on thistopicBest
Title
Image
Lowest Impact Feature:

Offer:
– Whitepaper, but
when offered, CD had a
high rate as well
Worst – Video / Webcast
Highest Impact feature:
Highest Converting Test –
PETCT at 14.03%
Lowest Converting Test –
OpenMRI at 3.12%
Aggregate Conversion
Rate – 7.11%
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A/B Test: Best Predicted vs Worst Predicted
Case Study/Whitepaper
 Marketing Title
 Marketing Image
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Short Copy





Webinar
Keyword Title
Control (Product) Image
Long Copy
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Thank you
Inga Broerman
[email protected]
(610) 448-4536
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