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http://www.imediaconnection.com/summits/28852.aspWhat are the successful digital strategies being deployed in the online marketing industry to power the ecommerce revolutionThe inside story on which clients are making it look easyThe levers that can be pulled to influence the flow of the customer journeyPractical ways that you can use these proven ideas in your business, to help garner incremental customers cost effectively
Citation preview
Powering the Australian Economy
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Powering the Australian Economy
Powering the Australian Economy
Why are we here?
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convert site visitorsinto customers
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Media >>
Conversion >>
CRM
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Media >>
Conversion >>
CRM
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Media >>
Conversion >>
CRM
Source: Marketmotive 2010
Media >>
Conversion >>
CRM
Media >>
Conversion >>
CRM
Media >>
Media >>
Conversion >>
Consumer reviews are significantly more trusted- nearly 12 times more- than descriptions that come from manufacturers,
(eMarketer, February 2010)
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Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online.
(Nielsen Global Online Consumer Survey 2009)
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$
Let’s compare the 2010 IAB online expenditure
AUD $2.4 BN
AUD $6.5BN AUD $27.4BN
Source: IAB USA / UK / Australia PwC 2010 report
Now per capita
AUD $153 pa
AUD $142 pa AUD $114 pa
Source: IAB USA / UK / Australia PwC 2010 report
Let’s compare the online retail spend
AUD $12BN
AUD $91BN
AUD $139BN
Source: 2010 eConsultancy Internet Statistics Compendium
AUD $727 pa
AUD $2459 pa
AUD $579
Source: 2010 eConsultancy Internet Statistics CompendiumSource: Australian Bureau of Statistics , Wikipedia
Now per capita
Finally the ROAS
AUD $5 AUD $14 AUD $5
Source: 2010 eConsultancy Internet Statistics CompendiumSource: Australian Bureau of Statistics , Wikipedia
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Media >>
Conversion >>
CRM
Media >>
Conversion >>
$20 ROAS
$50 ROAS
$500++ ROAS
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Conversion Management the art of…
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convert site visitorsinto customers
Who determines the path?
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Amazon – Continual Improvement
Late 90s Early 2000’s Mid 2000’s Late 2000’s Today
Optimisation Progression
• On-line Surveys
• Usability labs
• A/B/n testing • Automated Optimisation
• Optimal experiencefor everyinteraction
• Across all channels and media
• Content Targeting
• Targeting offers and services relevant to segment
• Reliable infrastructure
• You know what your audienceDID (analytics)
• Multivariate Testing
• Know what your audience WANTS to do and WHY
SEOMedia SEMAffiliate
The False Promise of Conversion Management
X
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Case study 1
50% increase in conversion
$50 ROAS
$50 ROAS
$500++ ROAS
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45% of online shoppers abandon
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47% High Shipping Costs
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24% of Payment Options
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27% looking for Coupons
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26% Shop Offline
convert site visitorsinto customers
<script type="text/javascript">var journeycode='810622b5-c0f6-4462-b361-593ee38151b9';var captureConfigUrl='drs2.veinteractive.com/CaptureConfigService.asmx/CaptureConfig';</script> <script type="text/javascript">try { var vconfigHost = (("https:" == document.location.protocol) ? "https://" : "http://"); document.write(unescape("%3Cscript src='" + vconfigHost + "config1.veinteractive.com/vecapturenew.js' type='text/javascript'%3E%3C/script%3E")); } catch(err) {} </script>
Use and disclosure
• We only use personal information collected via our website for the purposes for which it was given to us.
• When an individual’s email address is received by us because they sent us a message, the email address will only be used or disclosed for the purpose for which they have provided it and it will not be added to a mailing list or used or disclosed for any other purpose without the individual’s consent.
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Case study 2
70% cart abandoment
$1000 ATV
$56M in abandoned carts per year
20% conversion
$66 ROAS
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89
Media >>
Conversion >>
CRM
Media >>
Media >>
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Case study 3
Infographics: graphic visualisation of information
Infographics: graphic visualisation of information
Infographics: graphic visualisation of information
500% increase MOM
$60+ ROAS
100% increase MOM
Always de-duplicate multiple channels
Weak hypothesis
≠Great results
Together design tests that can be measured objectively
Place email capture on first field of checkout / application
www.dgm-au.com
linkedin.com/in/garnerchris
Chris.garner@dgm-au.com
Twitter.com/cgarner2000
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