Omni Channel Marketing Conference - Nikklas Olsson

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  • 1. THEICONIC.COM.AUPERFORMANCE MARKETING& CONVERSION RATE OPTThe combination of Art & Science
  • 2. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU THE ICONIC VISION “THE ICONIC is Australias most comprehensive online fashion authority, providing consumers an engaging and personalised shopping experience, enhanced by exceptional customer service” 2
  • 3. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU OUR POSITIONING Logo size indicative of traffic Full Service Niche Broad range range Low service 3
  • 4. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU OUR MARKETING APPROACH 4
  • 5. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU WHAT IS PERFORMANCE MARKETING? “The ability to target and improve marketing performance using data, ultimately only paying for success” 5
  • 6. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU “I know half of my advertising isn’t working, I just don’t know which half.” 6
  • 7. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU “I know half of my advertising isn’t working, I just don’t know which half.” William Lever, 1851-1925 7
  • 8. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU IT IS HERE TO STAY Slide with Citi Bank data 8
  • 9. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU PERFORMANCE MARKETING AT THE ICONICPerformance Channels Main KPIs to manage Improve the funnel › SEM / SEO › Know everything about Impressions › Affiliate advertising your potential customer › Display advertising Click-through-rate › Know on what she › Newsletter bases her decisions on › On-site Visits › Understand what she looks for › (Magazine) Conversion Rate › Customize her whole › (Print & Radio) experience around her › (TV) Sales identified needs 9
  • 10. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU FIRST GET THE CUSTOMER TO YOUR SITE 10
  • 11. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU THINK OF FLOW RATHER THAN LAST-CLICK Newsletter SEM Display Organic Banner Purchase 11
  • 12. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU WHEN THEY ENTER  CONVERT THEM Channel Landing Traffic Page 12
  • 13. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU OPTIMIZE YOUR TRAFFIC VIA TESTING 13
  • 14. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU SHOW THE CUSTOMERS WHAT THEY WANT Product Popularity Search Engine Recommendation Filter Product recommendation Catalog commendation Catalog 14
  • 15. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU CONSIDER MICRO-CONVERSIONS Don’t make your call on 2% of your customers • Store Locator • Request a catalogue • Create a new account • Follow you on social media • Email sign-up • Request a quote • Write a product recommendation • Create a wish list 15
  • 16. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU 5 TIPS ON CONVERSION RATE OPTIMIZATION 16
  • 17. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU 1. BE STRAIGHTFORWARD • 2-3 seconds to capture the customer • Keep it simple • Design for a wide audience 17
  • 18. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU 2. MANAGE EXPECTATIONS • A logical extension of the ad • Match graphical elements • Work down to sub-categories to meet different needs 18
  • 19. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU 3. DESIGN ACCORDING TO METRICS • Arrange information per your objective • Categorize using search terms • Entice users to buy similar products 19
  • 20. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU 4. INSPIRE THROUGH EMOTION • A purchase is emotive • Instill a positive customer experience • Blurry backgrounds and clear close-up imagery 20
  • 21. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU 5. OPTIMIZE YOUR DESIGN • Right colors & placement • Person looking at you or CTA • Consider the fold 21
  • 22. Thank youTHEICONIC.COM.AU