The Revenue Engine - Drupal Commerce
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The Revenue Engine - Drupal Commerce

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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....

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

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  • Manchester United Nike
  • Most good web sites convert just 5% of visitors
  • Most good web sites convert just 5% of visitors

Transcript

  • 1. #wwv12pj
  • 2. Paul Johnson Head of Development Social Media Lead – @DrupalCon Europe Twitter: @pdjohnson ask questions! Hashtag: #wwv12pj Email: [email_address] Web: livelinkNewMedia.com
  • 3. Who are LiveLink
    • Drupal Experts
    • Full service digital agency
    • 360 digital strategy
      • Ecommerce
      • Email
      • Social media
      • SEM
    • Software driven marketing solutions
  • 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
  • 5. Multi-channel marketing platform Multi-step campaigns Email Text / SMS PDF – Direct Mail
  • 6. Enterprise CMS 1.7% Internet Drupal Commerce Thousands contributed modules
  • 7. Enterprise CMS 1.7% Internet Drupal Commerce Thousands contributed modules FREE!
  • 8.  
  • 9. What is The Revenue Engine?
  • 10.  
  • 11. Top 1000 internet retailers http://www.listrak.com/Whitepaper/SCAIR1000/
  • 12. Too complex No time Integration challenges Client buy in Cost? Why aren’t they (YOU) doing it?
  • 13. PROVEN TECHNOLOGY
  • 14. PROVEN TECHNOLOGY
  • 15. TIGHT INTEGRATION
  • 16. SIMPLE INSTALLATION EASY! No IT
  • 17. READY IN MINUTES Auto Install No IT
  • 18. TIGHT INTEGRATION DATA! Visitor
  • 19. TIGHT INTEGRATION DATA! Timely Relevant Messages Visitor
  • 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
  • 24. Why The Revenue Engine?
  • 25. 95% Typical Conversion How many visits to conversion? Your site Coupons Email Marketing CPC Social Media
  • 26. 95% Typical Conversion Average 3+ visits to conversion Your site Coupons Email Marketing CPC Social Media
  • 27. 95% Typical Conversion Temptation
  • 28. 95% Typical Conversion Beware the wandering eye Comparison sites Coupons Email Marketing CPC Social Media
  • 29. 66% Site traffic is NEW
  • 30. 66% Site traffic is NEW MOST PEOPLE NEVER RETURN
  • 31. ever experienced that terrible feeling of being abandoned? http://www.listrak.com/Whitepaper/SCAIR1000
  • 32. ever experienced that terrible feeling of being abandoned? http://www.listrak.com/Whitepaper/SCAIR1000 75%
  • 33. ever experienced that terrible feeling of being abandoned? http://www.listrak.com/Whitepaper/SCAIR1000 75% Getting Worse!
  • 34. 95% What’s your conversion rate? ?% Abandon
  • 35. 95% Typical Conversion 5% Abandon
  • 36. 85% Triggered Emails Abandon 15% Conversion rates 2 nd Only to Direct Traffic
  • 37. Identifying failure
  • 38. 5% Where did my visitors go? ?
  • 39. 30% Bounced 5%
  • 40. 30% Bounced 5% Poor landing page? Wrong traffic?
  • 41. 30% Bounced 5% Comparison / Researching
  • 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
  • 43. 30% Bounced 5% Comparison / Researching Site problems
  • 44. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods
  • 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
  • 50. What can we do about it?
  • 51. Get connected!
  • 52. Main Site Endorsements Minimum Clicks Call to action Get Social! Simple Navigation
  • 53. Checking out One Page Checkout 2 Step Sign up Failed login watch Multiple payment methods One click, we have email Isolated from site
  • 54. One Page Checkout Basket visible Offline Support Address Lookup Multiple Payment
  • 55. Typical implementation
  • 56.  
  • 57.  
  • 58.  
  • 59.  
  • 60.  
  • 61.  
  • 62.  
  • 63. Case study
  • 64. ROI
  • 65.  
  • 66. BEATS
  • 67. REVENUE SOURCE #1
  • 68. REVENUE BY SOURCE TOTAL REVENUE Search 29%
  • 69. REVENUE BY SOURCE TOTAL REVENUE 13% Search Adwords 29%
  • 70. REVENUE BY SOURCE TOTAL REVENUE 13% Search Adwords 29%
  • 71. Open Rate Typical ecommerce email http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/ 14.9%
  • 72. Abandoned Checkout Management Open Open Open 15 min 1 hour 24 hour 18% 22% 29%
  • 73. Abandoned Checkout Management Bailed Bought Conversion Revenue from failure 214 33
  • 74. CTR Typical ecommerce email http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/ 3.3%
  • 75. CTR CTR CTR Satisfaction Survey Profile Enrichment Purchase Anniversary + 38% 42% 10%
  • 76. Completion 2012 Checkout Conversion Completion 2010 Checkout Conversion 74%
  • 77. ROI 14.8
  • 78. Twitter: @pdjohnson Hashtag: #wwv12pj