eCommerce & Managing the Sales Funnel

Sales Funnel Specifics

Managing the Sales Funnel

• Methods of acquisition– PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer

based, etc.

• Once there – what’s important?– Prove you can Add Value

• Qualify Leads with intent – You want users who are amenable to your message – Its ok for

users to self-select opt out

• Monetise towards latter end of the Funnel– After user sees value and expresses intent– Push low-cost options in the middle of funnel– High cost ones at the end of your funnel

Customer Lifecycle

• Understand the customer lifecycle – The various stages of a customer over a time period– Create indicators to track their intent– As they begin to lag – make sure you target them

• Identify high repeat behaviour – Identify a common characteristic – and track this

• e.g. have visited more than 3 time and purchase

• Track rising and falling repeat rates– Have early warning systems in place

• Track repeat rate by media source – Search Engine, PPC, Banner Ad etc..

Customer Lifetime Value

• Segment customers into acquisition channels• Identify the potential lifetime value per channel• Identify length of customer lifecycle per channel

– Low cost channels could have shortest lifecycle• Compare the relative potential value

– Consider: length of lifecycle, potential revenue per Customer

• Allocate money towards higher potential value customers • By corollary - away from lower potential value

customers

Understanding “Recency”

• Tracking Recency – Time since a customer last engaged in a behaviour

• Recency is # 1 most powerful predictor of future behavior – Can predict likelihood of purchases, visits, game plays, or

“other action-oriented” behaviour• The more Recent a customer is, the higher their potential value is• Segment Repeat segment into past and present (30 days)

– Apply a recency filter for real-time view• Longer a customer has stopped engaging the less likely they are

to repeat• Take adjustive measures to increase in quality recency repeat

customers

eCommerce Case Study

Wiltshire Farm

Case Study: Wiltshire Farm Foods

Key Take-Aways

• Remove Clutter – focus on key goals all the time – Remove any obstacles

• Provide lots of visual feedback – Users know that actions have been successful

• Adhere to affordance rules – make them obvious– Big Buttons, Clear Large Links

• Anticipate and Answer questions upfront – Embed as part of user experience

• Knit USPs in copy and images of site– Emphasise all your differentiators

Website Optimisation

• Dynamically Test key elements of site– Test Copy, Calls to Action, Images, Placement– The $300,000,000 Button

• Both Split (A/B) and Multi-Variate Test– Google Website Optimiser or Proprietary tools

• Define and set up conversion points– Need to track and measure user actions

• Clear calls to action significantly augment optimisation goals– Don’t force user to think – TELL THEM WHAT TO DO

Test Process

• Never stop testing and tracking user actions on website• A/B Split Testing

– Define specific site goals (sale, sign-up etc..)– Test two specific pages (typically high volume landing pages)– Commercial tools (Vertster) or Google Optimiser – Monitor which test is performing better– Use Variable rate or throttle testing to vary the percentage of traffic

that gets routed to the various pages• Multi-Variate testing

– Enables variable testing of elements within single pages– Different copy text, form layouts and even landing page images and

background colours together– Track combinations that achieve predetermined goals

Sales Funnels

Boden

The Boden Funnel

Funnel Case Studies

Webtogs

The Webtogs Funnel

Firebox

Firebox

The Firebox Funnel

ASOS

Asos

The ASOS Funnel