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THEICONIC.COM.AU
PERFORMANCE MARKETING
& CONVERSION RATE OPT
The combination of Art & Science
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
THE ICONIC VISION
“THE ICONIC is Australia's most comprehensive
online fashion authority, providing consumers an
engaging and personalised shopping experience,
enhanced by exceptional customer service”
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
OUR POSITIONING
Full Service
Broad
range
Low service
Niche
range
Logo size indicative of traffic
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
OUR MARKETING APPROACH
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“The ability to target and improve
marketing performance using data, ultimately
only paying for success”
PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
WHAT IS PERFORMANCE MARKETING?
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“I know half of my advertising isn’t working,
I just don’t know which half.”
PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
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“I know half of my advertising isn’t working,
I just don’t know which half.”
William Lever, 1851-1925
PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
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Slide with Citi Bank data
PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
IT IS HERE TO STAY
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
› SEM / SEO
› Affiliate advertising
› Display advertising
› Newsletter
› On-site
› (Magazine)
› (Print & Radio)
› (TV)
Performance Channels Improve the funnel Main KPI's to manage
› Know everything about
your potential customer
› Know on what she
bases her decisions on
› Understand what she
looks for
› Customize her whole
experience around her
identified needs
Impressions
Click-through-rate
Visits
Conversion Rate
Sales
PERFORMANCE MARKETING AT THE ICONIC
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
FIRST GET THE CUSTOMER TO YOUR SITE
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
THINK OF FLOW RATHER THAN LAST-CLICK
SEM Organic Display
Purchase
Newsletter Banner
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
WHEN THEY ENTER CONVERT THEM
Landing Page
Channel Traffic
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
OPTIMIZE YOUR TRAFFIC VIA TESTING
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
SHOW THE CUSTOMERS WHAT THEY WANT
Product recommendation
Catalog
commendation
Catalog
Search Engine Product
Recommendation
Popularity
Filter
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
CONSIDER MICRO-CONVERSIONS
Don’t make your call on 2% of your customers
• Store Locator
• Request a catalogue
• Create a new account
• Follow you on social media
• Email sign-up
• Request a quote
• Write a product recommendation
• Create a wish list
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
5 TIPS ON CONVERSION RATE
OPTIMIZATION
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
1. BE STRAIGHTFORWARD
• 2-3 seconds to capture
the customer
• Keep it simple
• Design for a wide
audience
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
2. MANAGE EXPECTATIONS
• A logical extension of the ad
• Match graphical elements
• Work down to sub-categories to
meet different needs
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
3. DESIGN ACCORDING TO METRICS
• Arrange information per your objective
• Categorize using search terms
• Entice users to buy similar products
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
4. INSPIRE THROUGH EMOTION
• A purchase is emotive
• Instill a positive customer
experience
• Blurry backgrounds and
clear close-up imagery
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PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION
5. OPTIMIZE YOUR DESIGN
• Right colors & placement
• Person looking at you
or CTA
• Consider the fold
Thank you
THEICONIC.COM.AU
