Performance Marketing for Ecommerce: Get into the Habit of Focusing on What Matters

Performance Marketing for EcommerceGet into the habit of focusing on what matters

Breakfast seminar - 25th September 2014

The Team

Ivan MazourCEO

Dr Alistair JamesCTO

James Dunford WoodCCO

Djalal LougouevCPO

Josh PiersonBusiness

Development Exec

Rita Braga MartinsResearch &

Marketing Assistant

Hannah StaceyContent Marketing

Manager

Barak ChamoFront-End Developer

Ed GothamHead of Demand

Generation

Rui RamosHead of Front-End

Simeon VisserBack-End Developer

MITCH GOLDMAN

PRODUCT OWNER AT MADE.COM

A Magento Magician, Mitch has developed a wealth of experience in making sure

Magento stores run efficiently. He has over 19 years' experience in various roles as a

project manager and product owner. He is also the organiser of the London Magento

User Group and London Magento Hackathon.

LONDON.MITCH@gmail.com

THREE TECHNICAL DASHBOARDSyou should be monitoring

WHAT IS A DASHBOARD?

dashboardˈdaʃbɔːd/noun

1. the panel facing the driver of a vehicle or the pilot of an aircraft, containing instruments and controls.

“containing instruments and controls”

POSITIVE DASHBOARDS ARE GREAT

POSITIVE DASHBOARDS ARE GREAT

BUT THAT’S ONLY HALF THE STORY

NEGATIVE DASHBOARDSPAGE SPEED / UPTIMEWEB PAGE ERRORS

SEARCH TERMS, NO RESULTS

DASHBOARD #1: WEB PAGE ERRORS

BROKEN LINKS

LINK JUICE

Source:Linkdex

SITE MAP ERRORS

Screaming Frog SEO

DASHBOARDS:Google Webmaster ToolsA1 Website Analyzer

Google Analytics

DASHBOARD #2: PAGE LOAD SPEED

CUSTOMER SATISFACTION

Source:Strangeloop

GOOGLE SATISFACTION

Source:Zoompf

Google’s most important page speed measurement is…?

MARKETING BUDGET SATISFACTION

Source:ClickEquations

DASHBOARDS:

LoadimpactWebPageTest

Pingdom

Google Analytics

YSlow

Adwords Performance Grader (Wordstream)

Google Page Speed Insights

DASHBOARDS:

PAGE SPEED IMPROVEMENTS

● Better hosting and hardware● Reduce image sizes● Minify javascript● Caching (Varnish, etc)● Reduce/remove 3rd party plugins

DASHBOARD #3: NO SEARCH RESULTS

Google Analytics

DASHBOARDS:

Magento Search Terms

Checkdog

A1 Website Analyzer

SPELLCHECK

MIKE BAXTER

Digital Transformation Consultant

An ecommerce consultant since 2001, Mike has worked with the giants of the online world (Google, Skype, Argos, Dell) as well as several highly successful SMEs (Crabtree & Evelyn, Cox and Cox,

Joy).

He is the author of several best-practice white papers (including Econsultancy's best-selling Checkout guide), and is an industry course leader on the world’s first MSc in Digital Marketing

Communications.

Conversion Optimisation

By Dr Mike Baxter

Systematic processes for the optimisation of ecommerce performance

“Football is a simple game, made complicated by idiots”

Attributed to Bill Shankley,Manager Liverpool FC1959 to 1974

Performance Marketingbreakfast seminar

Performance Marketingbreakfast seminar

Testing & OptimisationLess evidence/data-based

More evidence/data-based

Non test-based

● Just change it (heuristics-based)● Insight from analytics and change it

Consecutive testing

● Insight → change → check

Concurrent testing (split testing)

● Statistically tested● Statistically designed & tested● Statistically, always-on testing

Agenda

Conversion optimisation made simple

● Many simple things● A few big things● The biggest thing of all – evidence-based improvement

Performance Marketingbreakfast seminar

Performance Marketingbreakfast seminar

Dave BrailsfordManager, TeamSky & Olympic Cycling Teams

Aggregation of

Marginal Gains

Design for Mobile

Source: www.lukew.com/ff/entry.asp?1691

iPhone / iPad66% conversion rate increase101% revenue growth

Android407% conversion rate increase591% revenue growth

Non-mobile devices20% conversion rate increase41% revenue growth

Image CarouselsJohn Lewis home page3 images5 seconds per image

For more, readvwo.com/blog/category/conversion-optimization-2/

Clickable Lifestyle Images

Remove Social Sharing Buttons

Why would I want to do that?● Reduce page load time● Avoid showing customer negative (or unimpressive)

social proof (check e.g. www.sharedcount.com)● Remove distractions

Performance Marketingbreakfast seminar

Split tests and statistical significance

How statistical significance varied over time in a split-test run by Airbnb:nerds.airbnb.com/experiments-at-airbnb/

Etsy

apptimize.com/blog/2014/01/etsy-continuous-innovation-ab-testing/

Performance Marketingbreakfast seminar

Evidence-based optimisation

Follow the money

80% of land is owned by 20% of people80% of peas come from 20% of pods

The Pareto Principle / The Law of the Vital Few / The 80:20 rule

Performance Marketingbreakfast seminar

Vilfredo Pareto1848 – 1923 Born in Paris, Italian national, worked mostly at University of Lausanne in Switzerland

The Pareto Curve - Long Tail

Performance Marketingbreakfast seminar

Sales

Customers Products

Sales

20% of customers account for 80% of

sales

20% of products generate 80% of sales

Performance Marketingbreakfast seminar

Core analytics

Repeat customersAverage order value Cost of acquisition Interval to next purchase

Time (months) Time (months) Time (months)

Core analytics

Repeat customersAverage order value Cost of acquisition Interval to next

purchaseAcquisition channel

Direct

Organic search

Paid search

Affiliates

Display

Email

Referral (social)

Referral (other)

Core analytics

Performance Marketingbreakfast seminar

New visitors

Visits SalesConversion

Likelihood to repurchase

Repeat customers

Average order value

Cost of acquisition Interval to next purchase

Churn

Conversion Optimisation

By Dr Mike Baxter

Systematic processes for the optimisation of ecommerce performance