CONVERTING EXISTING VISITORS TO CUSTOMERSUsing Data, Testing, and Personalization

GREGORY NGCHIEF EXPERIENCE OFFICER

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E-commerce websites report anaverage conversion rate of ____.

QUIZ

A.2.2%

B.5.2%

C.7.2%

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E-commerce websites report anaverage conversion rate of 2.2%

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Companies on average spend more money on traffic acquisitionthan optimization

88:1

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$98,876 $1,124

If I had a $100,000 budget

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A case for optimization.

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C = = >1M + V + O

F + A

The Brooks Bell Formula for Online Conversion

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C = = >1

Conversion

MotivationRelevance of Value Prop

Relevance of Offer

Friction Anxiety

M + rV + rOF + A

The Brooks Bell Formula for Online Conversion

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Relevance = the right message to the right

customer at the right time.

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3 FIRST STEPS

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1. Believe in DATA

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2. You must LEARN!

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3. Stay on target

3. Stay on target

10 IDEAS TO USE IN 2012

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#1: Don’t treat everyone like it’s their first visit

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#1: Don’t treat everyone like it’s their first visit

1st Visit 2nd Visit, and every subsequent visit

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#2: Create ways for visitors to self-select

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#3: Use geo-targeting to deliver relevant messages

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#4: Speak their language

Free shipping starting with orders over $30! *Details

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#4: Speak their language

over English version

25%

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#5: Use online behavior totrigger marketing messages

Search for Dewalt Cordless Drills. Items

added to cart.

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DAY 1Item clicked.

DAY 2Item clicked.

DAY 3Bundled item added to

cart.Abandoned again.

#5: Use online behavior totrigger marketing messages

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DAY 4Item clicked.

DAY 5No click.

DAY 6Cheaper brand offered.

http://blog.protocol80.com/2011/04/amazon-gets-you-to-buy-its-not-rocket-science/

#5: Use online behavior totrigger marketing messages

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#6: Use the weather

Connecticut Snow day? Take an EXTRA 25% off sale and clearance + free shipping

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#7: Using Dayparting in your Paid Search

INSIGHT: 10:00 PM showed a huge decrease in clicks and conversions.

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#7: Using Dayparting in your Paid Search

9:59 PM 10:00 PM

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#7: Using Dayparting in your Paid Search

9:59 PM 10:00 PM

PAID SEARCH ROI

10%

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#8: Don’t assume what works for others works for you

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#8: Don’t assume what works for others works for you

TOP SECTION CONSTANT

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#8: Don’t assume what works for others works for you

REVENUE

41%HUGE impact on future

budget allocation

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#9: Consider the device…and your data

PROBLEM: Bounce rate was 50% higher with mobile visitors

7% mobile traffic and growing

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#9: Consider the device…and your data

VS

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#9: Consider the device…and your data

DECREASE IN BOUNCE RATE

22%

PAGEVIEWS

16%

CONVERSION RATE

4%

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#10: Use “relevant messaging” to meet goals

GOAL: INCREASE SALES OF D&G GLASSES

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#10: Use “relevant messaging” to meet goals

INCREASE IN RESULTS

10%

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#10: Use “relevant messaging” to meet goals

ORDERS OF D&G

21%

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5 T’s OF TESTING

Team Trust Technolog

y Traffic Time

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Thanks!

• Follow me on Twitter: @GregoryNg• Email: g@brooksbell.com