Startups constantly think about what's next and sometimes forget to take time to test & iterate their current marketing strategy. This provides some insights to Betabrand's Champion/Challenger approach to test everything in the marketing funnel.

1. 1@macknuttie
ALWAYS BE TESTING
AARON MAGNESS
@macknuttie

2. 2@macknuttie
OUR MOTTO
AN EVIL MULTINATIONAL
CORPORATION HAS TO
START SOMEWHERE.
FOR NOW: PANTS!
“ “

3. 3@macknuttie
FASHION FW:

4. 4@macknuttie
99% FICTION
1% FASHION

5. 5@macknuttie

6. 6@macknuttie
TRAFFIC
Priority (nothing else matters if we
don’t have traffic)
TESTING
Have an always be testing approach
EMAIL
Email addresses are the currency of the
ecommerce world (2nd to revenue).
“Money later” (the 98%).
RETENTION
Getting the 2% to come back
4 Areas of Focus

7. 7@macknuttie
 Our job is to attract the right type of people to our website and convince
them to buy/engage. That takes eyeballs!
 Site visitors (traffic) all have potential to be messaged by Betabrand in some
form, we just need to get those people here!
 Traffic is made up of site visitors coming from organic, referrals, ads, search
engines, and press!
 None of our work matters if no
one shows up to the party. 
Why Traffic Matters

8. 8@macknuttie
X
THE CUSTOMER JOURNEY

9. 9@macknuttie
 We optimize our business to the ~2% that take this
“happy path”.
 Our job is to help increase the likelihood that any
one person is going to take this “happy path”.
 What a very common “happy path” looks like..
The “Happy Path”

10. 10@macknuttie
The “Happy Path”

11. 11@macknuttie
X
TESTING

12. 12@macknuttie
I’m a smart marketer. Why test?
 You don’t know the right answer, let your audiences
guide you.
 Your customers don’t know what motivates them to
take an action (e.g. red vs. blue button)
 Testing outcomes help you understand your customers
more deeply along with what might influence their
behavior in the future.

13. 13@macknuttie
Takes a lot of tests to improve our “Happy Path” rate
X

14. 14@macknuttie
Convincing the “2%” to take the Happy Path again

15. 15@macknuttie
It takes a lot of tests to improve our “Happy Path” rate

16. 16@macknuttie
THE BEARD TEST

17. 17@macknuttie
CROTCH COMMERCE

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Which of these variation performed better?
VS.
500% Lift in Click-
thru!240% Lift in
Revenue!

19. 19@macknuttie
Which of these variation performed better?
vs
80% better
than dresses

20. 20@macknuttie
Which of these variation performed better?
vs
18% Lift in
click-thru rate

21. 21@macknuttie
Other testing successes- 1:1 Recommended Products
For Victoria For Tara For Lana
No 2 customers see the same product assortment

22. 22@macknuttie
Which of these variation performed better?
VS. VS. VS.VS.31% Lift vs. 1st Test Winner!

23. 23@macknuttie
Not all traffic drivers are created equal.
+3%
Lift
+18%
Lift!!!

24. 24@macknuttie
Test ALL platforms!

25. 25@macknuttie
Other testing successes- 1:1 Recommended Products
Jan
Feb
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2013 2014 2015
Betabrand Email Signups by Month

26. 26@macknuttie
We are converting more email addresses into buyers!
Today, 1-in-5
people who give
us their email go
onto buy!

27. 27@macknuttie
Conversion rates are climbing

28. 28@macknuttie
Thanks for listening!
Friends & Family Discount:
launchscale