Personalisation and merchandisingfor the digital marketer

Graham Cooke@thegrahamcooke#forrforum

What are your biggest levers in ecommerce?

@thegrahamcooke#forrforum

New markets

Which lever?

More trafficNew markets

Which lever?

Better conversionsMore trafficNew markets

Which lever?

Ineffective traffic and conversion strategies drive down ROI

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AttractionHigh investment in driving traffic, rising CPA costs

92% of people don’t buy

On-site

Poor return on investment for all involved

Return

Why have conversion rates fallen?

@thegrahamcooke#forrforum

Consumers have got used to great experiences

They are empowered!

Facebook/Google/Apple generation

Innovative companies are designed with today’s customer in mind

Creating new a heart around digital

Facebook/Google/Apple generation

Innovative companies are designed with today’s customer in mind

Data drivenCreating new a heart around digital

Facebook/Google/Apple generation

Innovative companies are designed with today’s customer in mind

They know one size doesn’t fit all

What’s the solution?

@thegrahamcooke#forrforum

Key products

Best seller

Specialoffer

Latest stock

Personalisation has existed for a long time

Website personalisation is...

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Messaging Offers Announcements

Theme and layout Recommendations Widgets

For all the different types of people who visit your site...

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Basket casesPeople who put things in their basket and don’t buy

Lost soulsOn site search users who never find what they're

looking for

First timersNew users in need

of brand reassurance before they engage

Careful spendersPeople who leave long gaps between making purchases

...And for all the different technologies too

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Recommendations

Live helpMerchandising

Reviews Retargeting

Modern businesses should be able to enjoy 10% conversion rates

What’s holding other businesses back?

@thegrahamcooke#forrforum

72% agree they ‘understand importance of personalisation, but don’t know how to do it’.

To what extent do you regard the following as barriers to adopting or improving website personalisation?

Effective personalisation needs to drive a business revolution

@thegrahamcooke#forrforum

Choose the right mix of technologies

The fundamental personalisation technologies

Collect data

Find insights

Serve content

Deploy widgets

Which technologies are in the room today?

Technology

0 25 50 75 100

2

10

18

8

92

12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps

Which technologies are in the room today?

Technology

0 25 50 75 100

2

10

18

8

92

12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps

Which technologies are in the room today?

Technology

0 25 50 75 100

2

10

18

8

92

12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps

Which technologies are in the room today?

Technology

0 25 50 75 100

2

10

18

8

92

12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps

Which technologies are in the room today?

Technology

0 25 50 75 100

2

10

18

8

92

12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps

Which technologies are in the room today?

Technology

0 25 50 75 100

2

10

18

8

92

12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps

Which technologies are in the room today?

Technology

0 25 50 75 100

2

10

18

8

92

12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps

Get the right skills in house

Businesses used to have a head of electricity...

Building an organisation for the future

Development

Development Digital Marketing

Building an organisation for the future

Development

Acquisition

Merchandising

Retention

Building an organisation for the future

Development

Acquisition

Merchandising

Retention

Analyst / Data Scientist

Agency

Building an organisation for the future

the shortage in data scientists by 2017

190K

New skills are in demand

Collect the right data

Visitor behaviour has changed; traditional tools don’t work

Then: The purchase funnel Now: The costumer decision journey

Awareness

Familiarity

Consideration

Purchase

Loyalty

Evaluate

Commit

Experience

Consider Buy

Interest trigger

Decision trigger

More advanced models are now required

Quantitative dataUniversal Variable structures all the data from each page

Your products are hard to find

< navigation >

< description >

< price >

< image > < colour >

Qualitative dataVisitor Opinion gathers useful insight

as people leave the page

Act on your insights

The average US customer coming to a UK website is worth over three times as much as a UK customer to your business

Visitors arriving at lunchtime are 33% more likely to purchase than at other times of the day

The worst day to have a sale is Wednesday on a morning

The average UK Safari spends roughly £30 more on technology per purchase than Firefox, Chrome and Internet Explorer users.

Chrome users are the most prices sensitive - they’re 7% more likely to complain about price!

Be able to deliver

A new means of delivery, led by the marketer

A presentation layerDiscovering insights, delivering content, offers and widgets to your site; through your browser

CMS

A data layerTag Management deploys your technologies and aligns your data

Website

It can help your business work more efficiently

Development

Analyst / Data Scientist

Agency

Merchandising

Optimisation

Retention

Test, measure and evolve

A need for constant measurement

Summary

1. Choose the right mix of technologies

2. Get the right skills in house

3. Collect the right data

4. Act on your insights

5. Be able to deliver

6. Test, measure and evolve

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Case studies

@thegrahamcooke#forrforum

13% conversion uplift For Childrensalon

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Visitors from key strategic markets, identified by geolocation.

For each of the target markets, a message layer was created in the visitor’s native language, asking whether they would like to ‘live chat’ with a customer services representative.

7% conversion uplift For Crew Clothing

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New visitors encountering the brand for the first time.

Three layers designed to increase brand engagement; email sign-up, free delivery and customer service promise.

33% conversion uplift For Stylistpick

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New users on their first pageview.

Three message layers were created to encourage email sign up, offer free delivery and reinforce the customer service promise.

7.3% conversion uplift For FCUK

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All visitors entering on paid and natural search

A simple message encouraging this segment to buy and experiment with FCUK products.

Closing thought

@thegrahamcooke#forrforum

Ecommerce begins

The world is going back to being personal!

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web 3.0

Village store Super stores Experiential

The high street The personal web

1915 2015

Be the first to get our personalisation research

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Thanks

@thegrahamcooke#forrforum