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Ecommerce Marketing Automation - How to Use Automation and Analytics to Predict Consumer Behaviour and Increase eCommerce Sales

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Ecommerce Marketing Automation - How to Use Automation and Analytics to Predict Consumer Behaviour and Increase eCommerce Sales

Ecommerce Marketing Automation - How to Use Automation and Analytics to Predict Consumer Behaviour and Increase eCommerce Sales

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  • 1. EcommerceMarketingAutomation:How to Use Automation andAnalytics to Predict ConsumerBehavior and Increase Click to watcheCommerce Sales OnDemand Video! http://bit.ly/autoecomm
  • 2. I’m Mike Ewing.Nice to meet you. @inboundcommerce
  • 3. I’m Meghan Anderson.Nice to meet you. @meghkeaney
  • 4. I’m Sam Mallikarjunan.Nice to meet you. @mallikarjunan
  • 5. Tweet Questions & Comments!#AutoEcomm http://bit.ly/autoecomm
  • 6. AGENDA:1ECOMMERCE1MARKETINGAUTOMATION http://bit.ly/autoecomm
  • 7. Shopping Cart Fetchback: UNDERSTANDING CUSTOMER HESITATIONSQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 8. UNDERSTANDING CUSTOMER HESISTATIONS 1 What Is a Fetchback? 2 Surprising Statistics 3 Top Reasons For Abandonment 4 Actionable TakeawaysQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 9. SHOPPING CART FETCH BACK? “ Shopping Cart Fetch Back is a timely email sent to a prospect that has abandoned shopping ” cart.http://bit.ly/autoecomm
  • 10. SURPRISING STATISTICS 88% 65%of online shoppers of all online shoppershave abandoned their wait a day or more toshopping cart at one complete a purchase.point or another. 21%of shoppers who 45%didn’t complete the of consumerscheckout, said they abandoned cartswanted to save more than once withproducts for further an average order ofconsideration. $109.00. http://bit.ly/autoecomm
  • 11. TOP REASONS FOR ABANDONMENT 50 Top reasons given for abandoning carts (in %) 45 40 35 30 25 20 15 10 5 0 Shipping was too high Not ready to buy Price too high Wanted to compare with other Put in cart for later productsQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 12. ACTIONABLE TAKEAWAYS Calculate Discover your Cart Abandonment Customer Hesitations Optimize Shipping Engage in Triggered Rates Email CampaignsQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 13. Use Intelligent Analytics to UNDERSTAND BUYING CYCLEQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 14. USE INTELLIGENT ANALYTICS TO UNDERSTAND BUYING CYCLE 1 Analytics + Automation 2 Understanding Customer Timelines 3 The Reverse Funnel Analysis 4 Conversion SEOQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 15. ANALYTICS + AUTOMATION Help You To Understand: Customer Assisting Purchase Hesitation Content TimelineQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 16. CUSTOMER TIMELINES Purchase Product Customer Timeline Timeline TimelineQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 17. REVERSE FUNNEL ANALYSIS Segment “Assists” Focus on Top Buyers from That Lead to Performing Browsers Purchase InteractionsQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 18. CONVERSION OPTIMIZATION Revenue Increase Dominate Generating Quality of Organic & Keywords Visitors Paid SearchQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 19. Intelligent Automation: HOW TO IMPROVE CONVERSION RATESQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 20. HOW TO USE INTELLIGENT AUTOMATION TO INCREASE CONVERSION RATES 1 Real-Time Communication 2 Stages of Nurturing Campaign 3 Best Practiceshttp://bit.ly/autoecomm
  • 21. REAL-TIMECOMMUNICATION 90% of ecommerce leads go cold within just one hour.
  • 22. STAGES OF NURTURING The 3 Step Sequence > 1 hour Email 24 Hour Email 72 Hour Email Customer Service Sense of Urgency Incentivehttp://bit.ly/autoecomm
  • 23. BEST PRACTICES Collect Contact Info Immediate Messaging Offer Customer Service Offer Incentives Offer More Info Track Clicks Test, Test, TestQuestions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 24. Empower Superstar Customers: USING TARGETED COMMUNICATIONS TO FUEL BRAND ADVOCACYhttp://bit.ly/autoecomm
  • 25. USING TARGETED COMMUNICATIONS TO REWARD BRAND ADVOCATES 1 Social Sharing as a Driver of Sales 2 Alerts and Multi-Channel Analytics 3 Targeted Communicationshttp://bit.ly/autoecomm
  • 26. SOCIAL SHARING DRIVES SALES + =Questions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
  • 27. ALERTS &MULTICHANNELANALYTICS 1. Respond to Positive Mention on Twitter 2. Empower Individual that Promoted your brand 3. Keep a list of advocates 4. Reward with special offers in future to fuel advocacy  http://bit.ly/autoecomm
  • 28. TARGETED COMMUNICATIONShttp://bit.ly/autoecomm
  • 29. WRAP UP AND REVIEW 1 Shopping Cart Fetch Back Emails 2 Understand Buying Cycles with Intelligent Analytics 3 Improve Conversion Rates with Intelligent Automation 4 Reward + Fuel Brand Advocateshttp://bit.ly/autoecomm
  • 30. QUESTION&ANSWER @inboundcommerce @meghkeaney @mallikarjunan http://bit.ly/autoecomm Questions & Comments on Twitter: #AutoEcomm
  • 31. THANK YOU.
  • 32. HUBSPOT CAN HELP!11 GENERATE MORE QUALIFIED TRAFFIC 2 2 TURN TRAFFIC INTO CUSTOMERS 3 ANALYZE SALES AND MARKETING
  • 33. FREE ECOMMERCE SOFTWAREDEMONSTRATIONhubspot.com/ecomm