Converting Existing Visitors to Customers Using Data, Testing, and Personalization
-
Upload
gregory-ng -
Category
Business
-
view
109 -
download
1
description
Transcript of Converting Existing Visitors to Customers Using Data, Testing, and Personalization
CONVERTING EXISTING VISITORS TO CUSTOMERSUsing Data, Testing, and Personalization
GREGORY NGCHIEF MARKETING OFFICER
2
E-commerce websites report anaverage conversion rate of ____.
QUIZ
A.2.2%
B.5.2%
C.7.2%
Follow me on Twitter: @GregoryNg
3
E-commerce websites report anaverage conversion rate of 2.2%
Follow me on Twitter: @GregoryNg
4
Companies on average spend more money on traffic acquisitionthan optimization
88:1
Follow me on Twitter: @GregoryNg
5
Follow me on Twitter: @GregoryNg
6
$98,876 $1,124
If I had a $100,000 budget
Follow me on Twitter: @GregoryNg
7
A case for optimization.
Follow me on Twitter: @GregoryNg
8
C = = >1M + V + O
F + A
The Brooks Bell Formula for Online Conversion
Follow me on Twitter: @GregoryNg
9
C = = >1
Conversion
MotivationRelevance of Value Prop
Relevance of Offer
Friction Anxiety
M + rV + rOF + A
The Brooks Bell Formula for Online Conversion
Follow me on Twitter: @GregoryNg
10
Relevance = the right message to the right
customer at the right time.
Follow me on Twitter: @GregoryNg
3 FIRST STEPS
12
1. Believe in DATA
13
2. You must LEARN!
14
3. Stay on target
3. Stay on target
10 IDEAS TO USE IN 2013
16
#1: Don’t treat everyone like it’s their first visit
Follow me on Twitter: @GregoryNg
17
#1: Don’t treat everyone like it’s their first visit
1st Visit 2nd Visit, and every subsequent visit
Follow me on Twitter: @GregoryNg
18
#2: Create ways for visitors to self-select
Follow me on Twitter: @GregoryNg
19
#3: Use geo-targeting to deliver relevant messages
Follow me on Twitter: @GregoryNg
20
#4: Speak their language
Free shipping starting with orders over $30! *Details
Follow me on Twitter: @GregoryNg
21
#4: Speak their language
over English version
25%
Follow me on Twitter: @GregoryNg
22
#5: Use online behavior totrigger marketing messages
Search for Dewalt Cordless Drills. Items
added to cart.
Follow me on Twitter: @GregoryNg
23
DAY 1Item clicked.
DAY 2Item clicked.
DAY 3Bundled item added to
cart.Abandoned again.
#5: Use online behavior totrigger marketing messages
Follow me on Twitter: @GregoryNg
24
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
Follow me on Twitter: @GregoryNg
25
#6: Use the weather
Connecticut Snow day? Take an EXTRA 25% off sale and clearance + free shipping
Follow me on Twitter: @GregoryNg
26
#7: Using Dayparting in your Paid Search
INSIGHT: 10:00 PM showed a huge decrease in clicks and conversions.
Follow me on Twitter: @GregoryNg
27
#7: Using Dayparting in your Paid Search
9:59 PM 10:00 PM
Follow me on Twitter: @GregoryNg
28
#7: Using Dayparting in your Paid Search
9:59 PM 10:00 PM
PAID SEARCH ROI
10%
Follow me on Twitter: @GregoryNg
29
#8: Don’t assume what works for others works for you
Follow me on Twitter: @GregoryNg
30
#8: Don’t assume what works for others works for you
TOP SECTION CONSTANT
Follow me on Twitter: @GregoryNg
31
#8: Don’t assume what works for others works for you
REVENUE
41%HUGE impact on future
budget allocation
Follow me on Twitter: @GregoryNg
32
#9: Consider the device…and your data
PROBLEM: Bounce rate was 50% higher with mobile visitors
7% mobile traffic and growing
Follow me on Twitter: @GregoryNg
33
#9: Consider the device…and your data
VS
Follow me on Twitter: @GregoryNg
34
#9: Consider the device…and your data
DECREASE IN BOUNCE RATE
22%
PAGEVIEWS
16%
CONVERSION RATE
4%
Follow me on Twitter: @GregoryNg
35
#10: Use “relevant messaging” to meet goals
GOAL: INCREASE SALES OF D&G GLASSES
Follow me on Twitter: @GregoryNg
36
#10: Use “relevant messaging” to meet goals
INCREASE IN RESULTS
10%
Follow me on Twitter: @GregoryNg
37
#10: Use “relevant messaging” to meet goals
ORDERS OF D&G
21%
Follow me on Twitter: @GregoryNg
38
5 T’s OF TESTING
Team Trust Technolog
y Traffic Time
Follow me on Twitter: @GregoryNg