Whilst you read this, another potential customer abandoned a purchase on your (Drupal) web site, never to return. Truth is that all web shops lose more customers than they should.
Fortunately, it needn't be that way. But which formulas lead to success? Indeed how do you define success and how is it measured? How do I convince my client it's worth pursuing? Can I address conversion and retention concerns with existing software features?
Citing real life examples I will reveal how to achieve the full potential of your e-commerce sites with Drupal. Learn how to:
· Tightly integrate your software and Drupal without IT
· Use dashboards to make solid, informed marketing decisions
· Deploy multi-channel marketing automation to invigorate your sales
· Design campaigns to engage and nurture comparison shoppers
· Convert more abandoners
· Turn failure to opportunity
· Extend customer lifetime with personalisation
2. Paul Johnson Head of Development Social Media Lead – @DrupalCon Europe Twitter: @pdjohnson ask questions! Hashtag: #wwv12pj Email: [email_address] Web: livelinkNewMedia.com
3.
4. What is it? Why do I need one? Identifying failure What can I do about it? Typical implementation Proof, it works! Questions The Revenue Engine
20. What does it do? Converts visitors into customers Email Automation Personalised messages Manage abandoners Explode sales Boost loyalty Increase conversion
21. What can we track? User profiling Every purchase Basket contents, age, categories SKU’s Categories – full tree RFM Scoring - Key page visits Checkout state
22. MUST have campaigns Re-engagement Failed registration Registered not bought Abandoned checkout Bought once Upsell, cross sell Profile enrichment Satisfaction Anniversary of purchase
23. BENEFITS Agencies - Keep your clients longer Business – Convert and keep more customers
42. 30% Bounced 5% Not in buying cycle Encourage to subscribe Email Social Media RSS Incentivise subscribes Want offers? Coupons VIP Club Exclusive products Early notification Comparison / Researching
45. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods No time to checkout Basket Abandonment What went wrong? Can we help? Comparison shopping? We’ve reserved your goods Time is running out
46. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods No time to checkout Account problems
47. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods No time to checkout Account problems 2 Step signup Grab email first Contact abandoners Failed Login management Auto email with password retrieve link
48. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods No time to checkout Account problems Checkout
49. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods No time to checkout Abandonment Management 3 Steps – increase urgency 15 min Can we help? What went wrong? 1hr Comparison shopping? Differentiate! 24 hr Incentives Coupons Account problems Checkout