Dan McGaw Founder @EffinAmazing

5 Ways to Increase Revenue During the Holidays

Who am I ?

@danielmcgaw

1 Email segmentation by visitor type

We’ll Cover…

2 On-website advertising

3 Discount Psychology

4 A/B testing on product pages

5 Increase cart size

EMAIL SEGMENTATION BY VISTITOR TYPE

1

Send Targeted Emails

Dynamic Content and A/B Test

Gather Segments Using KISSmetrics

Export Segments as CSV

Import CSV into ESP

Import CSV into ESP

Import CSV into ESP

Use Data to Segment

Send a Targeted Campaign

1 Setting up customer tracking

2 Send emails customers want

3 Create dynamic content

Takeaways

ON-WEBSITE ADVERTISING2

Your Home Page is Gold

Control Focus and Distractions

Do Heat Map Testing

Use Caution, But Try

Keep it Simple Stupid

1 Keep it simple stupid

2 Monitor how people use your site

3 Create compelling and valid options

Takeaways

DISCOUNT PSYCOLOGY3

Customers Don’t Always Want Discounts

Dollar or Percentage Off

Buy one get one

Quantity Discounts

Rebates

Free Shipping

Main Discount Types

Quick, which is the biggest discount?

$200 off a $999 TV

A $35 pair of sunglasses, marked down from $50

Buy one shirt for $60, get the second for 50% off

Quick, which is the biggest discount?

$200 off a $999 TV

A $35 pair of sunglasses, marked down from $50

Buy one shirt for $60, get the second for 50% off

Reduce Amount of Math

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1934762

Discounts Reduce Intent to Search

1 Cut out the math

2 Provide value

Takeaways

PRODUCT PAGES: A/B TESTS4

What is A/B Testing?

http://www.conversion-rate-experts.com/split-testing-software/

A/B Testing Tools

Common Experiments

Common Experiments

Common Experiments

Key Areas to Test: Images

Key Areas to Test: Product Titles

Key Areas to Test: Button Colors

Key Areas to Test: Pricing

1 Pick a tool that works for you

2 Multi-variant test the winner

3 Test everything you can

Takeaways

INCREASE CART SIZE5

http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0046362#abstract0

Don’t Sell One Item

Upsell on Every Purchase

Offer Free Shipping w/ Additional Items

Incentives for Buying More

1 Offer similar items as upsells

2 Free shipping for 2+ item carts

3 Offer gifts for spending more

Takeaways

5 Ways to Increase Revenue during the Holidays

1 Use advanced segmenting

2 Test all conversion points

3 Upsell on every item

TAKEAWAYS

THANK YOUwww.effinamazing.com

An Analytics and Growth Consultancy

@DanielMcGaw Founder @EffinAmazing