Acquisition, Conversion and Retention – Getting the Most Out of Your Magento Website - PushON-Peer1-Nosto-dotMailer

Acquisition, Conversion and Retention

Getting the Most Out of Your Magento Website !!!

Tuesday, 8th July 2014 from 8.30 AM – 1.00 PM !

The Hive, 51 Lever Street, Manchester, M1 1FN

The Online Marketing People

Talk To Us:Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD

Making Magento work with Online Marketing

Little Greene Case Study

• Overview of frontend features and potential SEO pitfalls

• Overview of backend features and potential SEO pitfalls

• Other Marketing Tools for your armoury

• Where they were

• What we did

• The results

The Most Popular eCommerceSoftware with over 25% Market Share• Free Community Edition

• Licenced Enterprise Edition

• Discontinued Go Edition

Some Stats…

Front End Tools

• Wishlist Indexation

• Canonicalisation

SEO Considerations:

SEO Considerations:

• Category URLs are not SEO friendly

• Category name and H1 are the same field

• Duplicate content

• Pagination

• Layered Navigation

• Category Structure

SEO Considerations:

• Product URLs are not SEO friendly

• Product name and H1 are the same field

• Duplicate content

• URL structure

SEO Considerations:

• Inflexible

• No hierarchy (in Community Edition)

• WordPress Install for rich media blog/news

Schema.org/MicroformatsSchema needs to be built into the Magento Theme.

Social Meta DataSocial Meta Data needs to be built into the Magento Theme.

• Open Graph

• Twitter Cards

• Etc..

Response Theme Available on Latest VersionsReduced time/cost of development to meet the needs of mobile users

Back End Tweaks

Robots.txt:• Prevent Indexation of search result pages from your site

Disallow: /catalogsearch/

Resources:Robots.txt file templates suitable for most standard configurationshttp://inchoo.net/ecommerce/ultimate-magento-robots-txt-file-examples/

Resources:Guide to setting up analytics funnel trackinghttp://www.thepixel.com/google-analytics-funnel-tracking-for-magento-one-page-checkout

Remarketing, Retargeting and AffiliateRemarketing, Retargeting and Affiliate Tracking Code can be implemented rapidly.

Step 1 Where are we starting from?

• Challenger brand, competing with much larger businesses

• £5m turnover

• 46 people

• Less than £50k p.a. through the website

• A “company with a website”

Understanding the client

Step 2 Where do we want to be?

• 10% year on year growth in sales

• Improve brand awareness

• Work as one team with offline marketing and PR

• Holistic strategy across online and offline

• Build requests for colour cards

• QR codes, mobile microsite

Targets and strategy

Step 3 How do we get there?

1 Improve SEO visibility

2 Develop and implement a PPC strategy

3 Social Media

Implementation

• Campaign to engage with specifically targeted bloggers and

interior designers

• Eames Chair: prize picked specifically for the target bloggers

• Competition page visited 491 times

• High quality blog posts submitted as entries generated 68

referrals to the website

Improve SEO visibility - example

• Keyword research

• Ad creation and testing

Develop and implement a PPC strategy

• Ad extensions

• Remarketing

• Mothers Day campaign

• Win vouchers to spend on Little

Greene’s site

• Targeted at fans of the brand

• Promoted the competition using

social advertising

• 8.36% engagement rate

Paid Social Media - example

Step 4 Megento website for Europe

• Developed a European website in Euros

• Strong market already in France

• Opened the door to new markets in Russia

European Roll-out

“We like to still see ourselves as a niche

business, but our increasing market share means

we’ve achieved a huge growth in status and

become one of the biggest players in the high-

end paint and decorating industry”.

Little GreeneResults!

Transaction Growth

Transactions have increased by 153.2% in 3 years

Revenue Growth

Revenue has increased by 262% in 3 years

Propensity to Rank

Best Practice SEO How can you do this?

• Thorough keyword research

• What are the key terms?

• Thematic sitemap identifies the key pages

• Each page has a purpose and key word targets

• Fully optimise the site for relevant, well searched terms

Technical SEO/ Site Optimisation

• Removal of poor backlinks if necessary

• Earning Quality backlinks

• Content Strategy

• Social Media Connectedness

• Conversion Rate Optimisation

Ongoing SEO to acquire new business

Best Practice PPCHow can you do this?

• Thorough keyword research

• Clear key terms

• Measure, test, adjust, measure and test again

• Small gains add up to large amounts

How we get results in PPC

Any questions? Thank you for your time…

Talk To Us:Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD

Where every interaction matters.

The Need for Speed!July 2014

Speed – What’s the big deal?

Setting the scene…

Assumptions• Speed = 10% of your google quality score• Your homepage loads at + 3 secs (in our case up to 9!)• You spend £300,000 per month on ppc

ROI Calculation• PPC will cost at least 10% more = c.£320,000 per year in

overspend.• -.5 loss in google page rank will cost significantly more.

Don’t just believe me… there is loads of great blog data out there.

Variations are amazing

Use a Speed tool• Millions of free tools• http://tools.pingdom.com/• We are launching our own

Speed tool – including SEO impact

http://tools.pingdom.com/

What makes Magento faster?• The right SQL database• Caching with Varnish• NginX instead of Apache• HipHop HV• High quality code• Hire a great Systems Integrator – makes all the

difference! • Lose the legacy tags… (GTM)• Google Page Speed

What makes you faster?• Host close to your customers• Host on a fast fibre network• Use a Content Delivery Network• Think about Net Neutrality

Our Focus• We support faster page load times• Optimised Magento makes us the “go-to” provider• Our partners are the UK’s leading eCommerce implementers• We partner with the plugin ecosystem also• We are PCI Compliant• Our commitment goes beyond technology, hence our event programs

UK eCommerce Clients

In Summary• Don’t stay in denial…• You can’t do it alone…• It’s not a one night stand…

Increase Conversion and Boost Revenues with Personalized Recommendations

Isaac Moshe, UK Managing Director !

Manchester Tuesday, 8th July

Nosto enables online retailers to deliver customers a personalized shopping experience… !

…increasing conversion, AOV and customer retention.

About Us

+1.8 billion personalized recommendations generated

AN INTERNATIONAL LEADER1200+ etailers in over 50 countries

Impact of Personalized Recommendations

Objectives Nosto performance

Reduce Bounce Rate +213%Customers who clicked Nosto recommendations spent 213%

more time on the site

Increase Average Order Value +24%Customers who clicked Nosto

recommendations have 24% higher Average Order Value

Boost Conversion Rate +66%Customers who clicked Nosto recommendations converted

66% better

Today’s Talk

The State of E-commerce Right now

A Proven Solution

Typical E-commerce journey

The Good, The Bad and The Ugly

Q&A

The State of E-commerce Right now : The Growing Problem of Conversion

A Proven Solution : Personalized Recommendations

The Good, The Bad and The Ugly : Examples of best practices

Typical E-commerce User Journey : Which Recommendations work best at each stage in conversion funnel

Q&A

Buyers Are Shopping Around More

Buying Cycles Are Getting Longer

Customer Acquisition

90%

100%60%30%

Total visitors

Visiting Shopping Area

Place items in cart

But… after all that hard work and money

1% On mobile

Make a purchase2.8%

Over 75% of Amazon’s Pages Contain Personalized Recommendations

Conversion rate

18%Over 75% of Amazon’s Pages Contain Personalized Recommendations

Personalizing the customer journey

Cart Page

Home Page

Category Page

Product Page

Search Page

Pinky Board 404

Error Page E-mail

SurfboardsCart Page

Search Page

Home Page

YES? NO?6 seconds

Average time before an internet user decides if he stays or leaves a website

baby items sold on Bodie & Fou

baby items, paintings…

baby items, paintings, jewellery…

baby items, paintings, jewellery, wedding gifts

baby items, paintings, jewellery, wedding gifts

Time spent on the site increased

by 66% !

Number of products viewed increased

by 126%

Buying cycles are getting longer…

research website awareness

product search

Pinky Board

product awareness

decision payment reception satisfaction

extensive research

price comparison

browsing competition

sharing for

feedback

research website awareness

product search

product awareness

decision payment reception

Pinky Board

satisfaction

are buying from the 1st contact

<15%Buying cycles

Average CTR 7.4%

Category Page

Surfboards

Product Page

Pinky Board

Ave. 13% Greater

Conversion

£25

£18

£25

£18Dynamic Up-selling

£12

Cart Page

Cart Page

Search Page

Search Page

Search Page

Search Page

Customers who search are !

3-4x !

more likely to buy

Total items : 1005 51 pages


Pinky Board 404

SurfboardsCart Page

Search Page

Cart Page

Home Page

Category Page

Product Page

Search Page

Error Page E-mail


Pinky Board 404

SurfboardsCart Page

Search Page

Search and visited items

!Search and

purchased items

Recommend Hottest Items

of the moment !

Personalize Content

right down to individual recipient

Top List within the category

!Pro Tip:

Filter by brand, price point or

other tags

Top List: Most Popular

Right Now

Top List showcasing store

offering !

Personalized Recommendations

Cart Related items

!Personalized

Recommendations

Cross-selling Up-selling

!Pro Tip:

Filter by relative price point to increase AOV

Cart Page

Home Page

Category Page

Product Page

Search Page

Error Page E-mail

!

[email protected]

Thank you

How Can I Help you Today? How to Humanise the Purchase Journey

1 0

Join the discussion : @dotMailer @Magento #Humanize

• Global Email Service Provider

• eCommerce pedigree

• Automation for online retail

Who are dotMailer?

The growth of online

8% Overall

$370b Online Sales

2017

$231b Online Sales

10% Overall

2012

Source: Forrester


Humanising the Purchase Journey


• A customer experience

• A brand opportunity

• A chance to connect

Shopping is…

5 Join the discussion : @dotMailer @Magento #Humanize

Seize the opportunity online – The Online Purchase Journey

Source: dotMailer Internal


• Account Registration / Welcome Programmes

• Abandoned Browser / Lost Basket Emails

• Transactional Emails / Post Purchase Feedback

• Retargeting / Re-engagement / Replenishment

Account Creation and Welcome Programmes

33% If someone says hi don’t ignore them!

67% open rate and 33% CTR

from welcome messages



• Recreate the offline experience

• Always say thank-you!

• Educate consumer about your brand

• Give opportunities to further interact

Browse and Cart Abandonment



• Send within the hour

• Make sure email is mobile optimised

• Include customer service details

• Use product recommendations

• Test

29% If someone adds

products to their basket and drops it, help them!

Sales recaptured through a three step abandoned

cart program

Transactional & Post Purchase Feedback



• Again, remember to say thanks!

• Build personality of brand

• Gain knowledge

• Cross sell but make sure you add value

14% If someone places an order, say thank you –

encourage them to come back

Winback with a promo code sent during

order confirmation

Retargeting, Re-engagement and Replenishment



• Data & segmentation is key

• Harness information from Magento

• Proactively approach your customers

• Treat customers differently to subscribers

67% Use the information you already have to

estimate when customers will return

Repeat customers spend, on average, 67% more than new

customers

• People like talking about themselves!

• Act on behaviour not just answers

• Service & Satisfaction

• Make it useful

Questions, Questions, Behaviour?


• Treat people differently

• Friends, Family & Strangers

• Tailor the experience

• Make people feel special

Personalisation


• Stand out from the crowd

• Consider your persona

• Always add value & build trust

ROR – Return on Relationship


A 5% increase in retention yields

profit increases of 25 to 100%.

Repeat customers spend, on average,

67% more than new customers Source: Bain and Company


• The dotMailer way

• Time and Resource – 2 biggest excuses

• Time to Test

• Optimization

Think Big, Start Small, Scale Quickly


1. Welcome

• Sign-up Vs Account? Multi Step, Branched?

2. Abandoned cart

• Customers Vs Guests, Top Customers

3. Post purchase

• New purchasers Vs Veterans,

• Dynamic Content & Seasonal Imagery

Takeaways


“Historically, our number-one growth driver has

been from repeat customers and word of mouth”

Tony Hsieh, Zappos


Thank You!

Presented by:

Stephen Cohen Magento Email Marketing Consultant, dotMailer @dotMailer