Performance Marketing Techniques for the Software Market

1. Performance Marketing Techniques for the Software Market Presented by: Adriana Iordan Product Management Officer @Avangate

2. Agenda • Performance Marketing Techniques • Affiliate Marketing • Conversion Rate Optimization • Examples • Analytics & Testing • Takeaways

3. 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

4. IncrediMail

5. Freemium: IncrediMail Free

6. Freemium: IncrediMail Plus, Toolbars

7. 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%*

8. Freesoft.tvbok.com Original Content Freesoft.tvbok.com: Localized Original Content

9. Freesoft.tvbok.com • 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%* • Use original content to convert audience

10. BitsDuJour.com Leverage the power of the discount coupon BitsDuJour: Power of Coupons

11. BitsDuJour.com Leverage the power of the discount coupon BitsDuJour: Widget

12. 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%*

13. Myce.com User generated content & communities to deliver affiliate promotions Myce.com: User Generated Content & Communities to Deliver Affiliate Promotions

14. Myce.com • 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%* • User Generated Content & Communities to Deliver Affiliate Promotions

15. Siliconaction.com.br Product catalog with localized user experience SiliconAction: Extensive Catalog, Local User Experience

16. Siliconaction.com.br Product catalog with localized user experience SiliconAction: Installment Plan

17. Siliconaction.com.br Product catalog with localized user experience SiliconAction: Brand and Product-Specific Keywords on local markets

18. 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)

19. 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

20. 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.

21. Usabilla 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

22. 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? 70 minutes of raw video from UserTesting (6 users)

23. 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

24. Where to start? • Start where your money is: • End of the conversion funnel: Cart & Checkout pages; Product pages • Pricing 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!

25. Basic scenarios to test • Purchase flows (checkout split testing) • Look & feel (removing distractions: navigation, clutter) • Trust, security, confidence elements • Localization & relevance • Extra revenuefactors (cross sells, backup cd, DIS, upsells, etc)

26. Experiments we’ve done • 40.4% to 47.7%, which translated into an 18% increase in sales in one month only

27. Shopping cart 15% increase in conversion rate, 10% revenue increase in 1 month.

28. 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.

29. 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%

30. 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

31. Multi-channel mix

32. 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?

33. Takeaways • Easiest access to worldwide partners: affiliate marketing • Find the desires / objections your visitors have and the ways to overcome them • Develop a habit in testing everything, assume nothing • Understand traffic channels contribution to your goals (when budgeting new campaigns – think mix)

34. Adriana Iordan – Product Management Officer ai@avangate.com @adriana_iordan