Optimizing the customer journey for the complex sale

Elastic Path™ Elastic Path™

Optimizing the Customer Journey

for the Complex Sale

May 25, 2012

Elastic Path Software Inc.

Featuring: Linda Bustos, director of ecommerce research and

author of the Get Elastic blog at Elastic Path Software

Introducing Elastic Path Software

Digital Commerce for Innovators

• We help the world’s biggest brands sell digital goods and services

• We provide a flexible digital commerce platform and expertise in commerce

strategy and implementation

• #1 ecommerce blog www.getelastic.com

• For more on-demand digital commerce resources

www.elasticpath.com/resources

Overview

• Keeping new visitors on your site (aka reducing bounce

• Serving the most relevant content (personalization and

targeted selling)

• Supporting device and plan selection (finders and

comparison tools)

• Guided selling (stepped process of building a bundle)

• Maximizing revenue (cross-sells and upsells) and how

they are presented at each step

Keeping customers on your site

Optimizing the portal page

Making money > Being a portal

Eye tracking tools

Serving the most relevant content

Geographic targeting

Interstitial pages

New vs. existing customers

Keyword referrals

Targeted selling vs. personalization

• Targeted selling may use cookies, IP

recognition, geolocation, customer input or

keyword referral to serve dynamic content

• Personalization tools (RichRelevance, Baynote,

etc) collect site behavior from individual and

“wisdom of the crowds” to personalize content

Device and plan selection Device and plan selection

Why the non-customer arrived on your site

• Has a device, wants pay-as-you-go

• Has a device but contract is ending, wants to compare

• Wants a particular phone model

• Wants a particular brand model, needs help selecting

device

• Wants a phone that does THIS!

• ????

Navigation and calls to action

Category and search filters

Plan presentation

Plan finder

Device finder

Comparison tools

Guided selling

Guided Selling Popup

Phone or Plan starting point

Stepped bundle builder

Maximizing revenue

Bake accessories and service add-ons into guided selling process, device and plan pages, and cart review

Upsells in guided selling

Cross-sells in guided selling

Upsell and cross-sell on cart pages

Show a limited, relevant selection

Summary

• Keep them on your site, bounce rate optimization

• Serve relevant content with targeted selling tools

• Support device / plan selection with finder tools

• Guide the purchase decision with stepped flows

• Optimize cross-sell and upsell with usability and

relevance

Questions

For more on-demand digital commerce resources

www.elasticpath.com/resources

sales@elasticpath.com

1.800.942.5282 (toll-free in North America)

www.elasticpath.com

Optimizing the customer journey for the complex sale

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