2015 E-commerce Trends and Tactics
Transcript of 2015 E-commerce Trends and Tactics
ELITESEM.COM CONFIDENTIAL
AGENDA The Big Idea! What are 2015’s Most Important Trends?
• Cross-Device Advertising
• Attribution Focusing on Landing Page Experiences Collaborating Across Campaigns
• Invest in Building Your Audience
• Slam Dunk the Easy Wins The Importance of Feeds
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TOTAL (%) CLICKS BY
DEVICE Desktop now
accounts for less than 50%.
Search to store
why
Faith
Company set up
73%
15%
12%
% OF CLICKS 2013
60%
27%
13%
% OF CLICKS 2014
49%
38%
13%
% OF CLICKS 2015
76%
15%
9%
% OF CLICKS 2012
TABLET—MOBILE—DESKTOP
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TOTAL (%) COST BY
DEVICE Mobile cost
growing at a slower pace (for now…)
Search to store
why
Faith
Company set up 65%
20%
15%
% OF COST 2014
70%
17%
13%
% OF COST 2013
79%
12%
9%
% OF COST 2012
59%
25%
16%
% COST 2015
TABLET—MOBILE—DESKTOP
ELITESEM.COM CONFIDENTIAL hEp://blog.zerodean.com/2012/moLvaLonal-‐images/success-‐percepLon-‐vs-‐reality/
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WHY ATTRIBUTION WAS EASIER
Fewer devices, fewer campaign
types.
Search (SEO)
Display Email
Search (PPC)
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WHY ATTRIBUTION
IS HARDER NOW
Present day digital marketing touch
points. .
RemarkeLng
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OUR 3 COOKIE
PROBLEMS Other than not being
gluten free.
• Cookies Break • Cookies Expire • Cookies Don’t Play Well
Across Devices
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USER ID AND GOOGLE
ANALYTICS How User ID and
Client ID differ.
Search to store
why
Faith
Company set up
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CONNECTING THE DOTS
Breaking down the cross device barrier
with User IDs.
IDs must be non-PII
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CROSS DEVICE
PURCHASING HABITS
Customers starting on one device and
converting on another.
>40%
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MEASURING ALL KEY
CHANNELS Offline sources and
other marketing channels continue to
fragment and grow.
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WHY CONNECTING
DOTS MATTERS
Because wow that’s a high %.
Search to store
why
Faith
Company set up
NYC SF ATL PHL ELITESEM.COM CONFIDENTIALFLL
92:1 COMPANIES TYPICALLY SPEND $92 TO BRING CUSTOMERS TO THEIR SITE
BUT ONLY $1 TO CONVERT THEM
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THE ON PAGE
TRINITY A cohesive journey between keywords,
ads, and landing pages.
THE CONVERSION TRINITY
1 Aligning the relevance of the landing page/conversion path experience to the visitor.
2 Increase the percepLon of value while decreasing the percepLon of cost.
3 Making sure users understand exactly what acCon they should take and ensuring page content assists in building that confidence
CALL TO ACTION RELEVANCE
VALUE
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INVEST IN A GOOD
MOBILE EXPERIENCE
You knew I was going to mention
it, am I right?
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DIGITAL IS A TEAM
GAME While some
players may get more credit than
others. hEp://pixdaus.com/helping-‐hand-‐humor/items/view/181564/
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FEED DETAILS MATTER
A good feed will go a long way.
Include and variate on • Title
• Description
• Brand
• Color
• Size
• Style
• Material
• More > Less
• Think like a user
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LET’S RECAP
Key Trends and Takeaways
The biggest trends in 2015 are… q Cross-Device Advertising q Attribution
Focus on Your Landing Page Experience q Implement the Conversion Trinity q Invest in a Good Mobile Experience
Digital is a Collaborative Effort q Invest in Building Your Audience q Slam Dunk the Easy Wins
The Importance of Feeds q Get Feed Details Right q Feed Applications Continue to Grow
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