5 Digital Truths From the SAP Website Test Lab
This marked a significant shift in SAP's digital marketing strategy. Burns used to see "traditional branding with education and awareness" working with search and email to generate demand. He says now "what you're seeing is the entire buying cycle—from awareness, education, interest and, yes, conversion—it's all now happening through search. And that was an 'Aha!' moment for us."
2. Forms Matter, and They Change With Each Device
"Forms matter. You can test forms until you're blue in the face, and I still don't think we've squeezed all the juice form the orange yet," says Burns. "I mean, dynamic forms, pre-populated forms, small forms, anonymous forms, long forms, expandable forms ... We've squeezed so much value from form tests, and yet it never stops" improving performance. And even if the forms were already fully optimized, Burns says the technology is constantly changing. "All of a sudden, a significant portion of our traffic is coming from mobile devices. So now I get to go into an entire genre of form testing from smartphone platforms, and here we go again."
How much impact does that have? "It changes everything about forms," says Burns, even the business impact of the sign up. "When all of a sudden a percentage of your traffic is coming from their smartphones, you say: 'Now wait a minute. Is the business impact that I got them to sign up on a form? Or do I want to measure my new impact and use the normal capabilities of the device drawn and get them to call us? Maybe I don't need a form; maybe they should just call us on the phone they happen to be surfing the site on?' So you really start to look at business values in a different way."
3. Content and Offers Cause Conversions
"To a direct marketing guy—especially to a lot of folks at the DMA—this is like 'Duh, I could have told you that.'" Says Burns. But, after "forms, the number one driver of conversion is content and offers."