Converting Existing Visitors to Customers Using Data, Testing, and Personalization

CONVERTING EXISTING VISITORS TO CUSTOMERSUsing Data, Testing, and Personalization

GREGORY NGCHIEF MARKETING OFFICER

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E-commerce websites report anaverage conversion rate of ____.

QUIZ

A.2.2%

B.5.2%

C.7.2%

Follow me on Twitter: @GregoryNg

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E-commerce websites report anaverage conversion rate of 2.2%


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Companies on average spend more money on traffic acquisitionthan optimization

88:1


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$98,876 $1,124

If I had a $100,000 budget


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A case for optimization.


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C = = >1M + V + O

F + A

The Brooks Bell Formula for Online Conversion


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C = = >1

Conversion

MotivationRelevance of Value Prop

Relevance of Offer

Friction Anxiety

M + rV + rOF + A

The Brooks Bell Formula for Online Conversion


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Relevance = the right message to the right

customer at the right time.


3 FIRST STEPS

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1. Believe in DATA

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2. You must LEARN!

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3. Stay on target

3. Stay on target

10 IDEAS TO USE IN 2013

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#1: Don’t treat everyone like it’s their first visit


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#1: Don’t treat everyone like it’s their first visit

1st Visit 2nd Visit, and every subsequent visit


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#2: Create ways for visitors to self-select


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#3: Use geo-targeting to deliver relevant messages


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#4: Speak their language

Free shipping starting with orders over $30! *Details


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#4: Speak their language

over English version

25%


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#5: Use online behavior totrigger marketing messages

Search for Dewalt Cordless Drills. Items

added to cart.


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DAY 1Item clicked.

DAY 2Item clicked.

DAY 3Bundled item added to

cart.Abandoned again.



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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/



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#6: Use the weather

Connecticut Snow day? Take an EXTRA 25% off sale and clearance + free shipping


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#7: Using Dayparting in your Paid Search

INSIGHT: 10:00 PM showed a huge decrease in clicks and conversions.


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9:59 PM 10:00 PM


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9:59 PM 10:00 PM

PAID SEARCH ROI

10%


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#8: Don’t assume what works for others works for you


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TOP SECTION CONSTANT


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REVENUE

41%HUGE impact on future

budget allocation


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#9: Consider the device…and your data

PROBLEM: Bounce rate was 50% higher with mobile visitors

7% mobile traffic and growing


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VS


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DECREASE IN BOUNCE RATE

22%

PAGEVIEWS

16%

CONVERSION RATE

4%


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#10: Use “relevant messaging” to meet goals

GOAL: INCREASE SALES OF D&G GLASSES


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INCREASE IN RESULTS

10%


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ORDERS OF D&G

21%


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5 T’s OF TESTING

Team Trust Technolog

y Traffic Time


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Thanks!

• Follow me on Twitter: @GregoryNg• Email: [email protected]

Business

Converting Existing Visitors to Customers Using Data, Testing, and Personalization