080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

Personalizing and segmenting your marketing efforts to more effectively target your customers“ROI improvement

beyond the landing page”

» Michael Klazema, Director, Web Marketing & CRM, DYMO

2

3

The right focus

Visitors More visitors

100

1% more1% more

sales

Visitors More visitors

Buyers Bigger buyers

$100

1% more

1% moresales

Buyers Bigger buyers

Visitors More buyers

100%

1% more 33% moresales

Visitors More buyers

4

Total population

Market

Known

View Satisfied

Retain

Considering

Visit

RetailPerformanceImprovement

Retail waterfall

Buy

5

The landing page & beyond

6

Five online conversion steps

Visit Browse Select Buy Return

Visit = # visitors

Browse = # visitors to specific site sections / pages

Select = # carts

Buy = # completed check outs

Return = # repeat visitors

7

Online Conversion Waterfall

8

Conversion per step

Visit Browse Select Buy Return

80% 5% 50%

45%

10.000 8000 400 200 4500

2%

» Numbers in 000’s

9

Conversion per step

Visit Browse Select Buy Return

20% 25% 40%

10%

2%

10.000 8000 400 200 4500

» Numbers in 000’s

10

Conversion per step

Visit Browse Select Buy Return

20% 25% 10%

10%

0,5%

10.000 8000 400 200 4500

» Numbers in 000’s

11

Marketing experiments

A/B en multi variate tests »Start with category profiling»Continue with email»Generating more product reviews to

increase sales»Skip buy now / 30 day money back

guarantee»High cost / high converting keywords»Existing customer or not? (2x)

12

Category profiling

13

Welcome to DYMO

14

Product reviews

» 5%

» 95%

» 97% willing to

recommend DYMO to

a friend

15

First year results

16

What are the possibilities with reviews?

17

18

19

Improvement?

20

Cross sell

21

Standard Buy Now page

22

Shopping cart

23

Buy Now page with seal

24

Winner

25

High cost / high converting keyword

26

Existing customer: Label offer

27

Existing Customer: MyDYMO

28

3 Actionable take-aways

1. Focus on one or two key golden segmentation variables for your personalization

2.Understand clearly where in your online sales funnel you have the largest drop off in conversion for which segment

3.Ease of effort x cost x expected conversion improvement = priority