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CONVERTING EXISTINGVISITORS TO CUSTOMERSUsing Data, Testing, andPersonalization                           GREGORY NG      ...
QUIZE-commerce websites report anaverage conversion rate of ____. A.            B.                            C.2.2%      ...
E-commerce websites report anaverage conversion rate of 2.2%                                            3         Follow m...
Companies on                      average spend more                      money on traffic                      acquisitio...
5Follow me on Twitter: @GregoryNg
If I had a $100,000 budget $98,876                          $1,124                                           6        Foll...
A case for optimization.                                         7      Follow me on Twitter: @GregoryNg
The Brooks Bell Formula for Online             Conversion   M+V+OC=                                         = >1    F+A   ...
The Brooks Bell Formula for Online                        Conversion                                     Relevance of     ...
Relevance = the right message to the right customer at the           right time.                                          ...
3 FIRST STEPS
1. Believe in DATA                     12
2. You must  LEARN!              13
3. Stay on target                    14
10 IDEAS TO USE IN 2012
#1: Don’t treat everyone like it’s their first visit                                                       16             ...
#1: Don’t treat everyone like it’s their first visit       1st Visit                           2nd Visit, and every       ...
#2: Create ways for visitors to self-select                                                 18              Follow me on T...
#3: Use geo-targeting to deliver relevant               messages                                                19        ...
#4: Speak their languageFree shipping starting with orders over $30! *Details                                             ...
#4: Speak their language                                        25%                                        over English ve...
#5: Use online behavior totrigger marketing messages         Search for Dewalt Cordless         Drills. Items added to car...
#5: Use online behavior to                trigger marketing messages   DAY 1                     DAY 2Item clicked.       ...
#5: Use online behavior to                trigger marketing messages   DAY 4                       DAY 5                  ...
#6: Use the weatherConnecticut Snow day? Take an EXTRA 25% offsale and clearance + free shipping                          ...
#7: Using Dayparting in your Paid Search       INSIGHT       :       10:00 PM showed       a huge decrease       in clicks...
#7: Using Dayparting in your Paid Search  9:59 PM                             10:00                                      P...
#7: Using Dayparting in your Paid Search  9:59 PM                                    10:00                                ...
#8: Don’t assume what works for others works                  for you                                                  29 ...
#8: Don’t assume what works for others works                  for you             TOP SECTION              CONSTANT       ...
#8: Don’t assume what works for others works                  for you                                           41%       ...
#9: Consider the device…and your data                                        PROBLE                                       ...
#9: Consider the device…and your data                         VS                                               33         ...
#9: Consider the device…and your data                                  22%                                  DECREASE IN   ...
#10: Use “relevant messaging” to meet goals                                             GOA                               ...
#10: Use “relevant messaging” to meet goals                                             10%                               ...
#10: Use “relevant messaging” to meet goals                                             21%                               ...
5 T’s OF TESTINGTeam   Trust      Technology              Traffic   Time                                                  ...
Thanks!• Follow me on Twitter: @GregoryNg• Email: g@brooksbell.com                                     39
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Steps to Converting Exisiting Visitors to Customers Using Data, Testing and Personalization

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Steps to Converting Exisiting Visitors to Customers Using Data, Testing and Personalization presented by Greg Ng, CXO, Brooks Bell Interactive, at Triangle AMA Digital Marketing Camp on Feb 29, 2102. www.triangleama.org

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  • “The 2010s will be the Data Decade. Companies that understandhow to harness it will win. Those that don't will perish.”-Steve Rubel SVP, Director of Insights Edelman Digital
  • Create mechanismsto capture data. 80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it.
  • Identify KPIs and testtowards those goals.If your business goal is to increase average order value then all of your tests should prove or disprove how to affect it.
  • The Omniture example is tracked to show which person is coming in from which source.For example: if a specific keyword is driving more activity to the Online marketer content it will fuel decisions about media buy, keyword buy, content investment, etcAdobe example started as a self-selct model. At first the experience was the same regardless of choice to track behavior and conversion rates. Now all 3 radial buttons have distinct messaging and conversion paths.
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  • Transcript of "Steps to Converting Exisiting Visitors to Customers Using Data, Testing and Personalization"

    1. 1. CONVERTING EXISTINGVISITORS TO CUSTOMERSUsing Data, Testing, andPersonalization GREGORY NG CHIEF EXPERIENCE OFFICER
    2. 2. QUIZE-commerce websites report anaverage conversion rate of ____. A. B. C.2.2% 5.2% 7.2% 2 Follow me on Twitter: @GregoryNg
    3. 3. E-commerce websites report anaverage conversion rate of 2.2% 3 Follow me on Twitter: @GregoryNg
    4. 4. Companies on average spend more money on traffic acquisition than optimization 88:1 4Follow me on Twitter: @GregoryNg
    5. 5. 5Follow me on Twitter: @GregoryNg
    6. 6. If I had a $100,000 budget $98,876 $1,124 6 Follow me on Twitter: @GregoryNg
    7. 7. A case for optimization. 7 Follow me on Twitter: @GregoryNg
    8. 8. The Brooks Bell Formula for Online Conversion M+V+OC= = >1 F+A 8 Follow me on Twitter: @GregoryNg
    9. 9. The Brooks Bell Formula for Online Conversion Relevance of Relevance Motivation Value Prop of Offer M + rV + rO C= = >1 F+AConversion Friction Anxiety 9 Follow me on Twitter: @GregoryNg
    10. 10. Relevance = the right message to the right customer at the right time. 10 Follow me on Twitter: @GregoryNg
    11. 11. 3 FIRST STEPS
    12. 12. 1. Believe in DATA 12
    13. 13. 2. You must LEARN! 13
    14. 14. 3. Stay on target 14
    15. 15. 10 IDEAS TO USE IN 2012
    16. 16. #1: Don’t treat everyone like it’s their first visit 16 Follow me on Twitter: @GregoryNg
    17. 17. #1: Don’t treat everyone like it’s their first visit 1st Visit 2nd Visit, and every subsequent visit 17 Follow me on Twitter: @GregoryNg
    18. 18. #2: Create ways for visitors to self-select 18 Follow me on Twitter: @GregoryNg
    19. 19. #3: Use geo-targeting to deliver relevant messages 19 Follow me on Twitter: @GregoryNg
    20. 20. #4: Speak their languageFree shipping starting with orders over $30! *Details 20 Follow me on Twitter: @GregoryNg
    21. 21. #4: Speak their language 25% over English version 21 Follow me on Twitter: @GregoryNg
    22. 22. #5: Use online behavior totrigger marketing messages Search for Dewalt Cordless Drills. Items added to cart. 22 Follow me on Twitter: @GregoryNg
    23. 23. #5: Use online behavior to trigger marketing messages DAY 1 DAY 2Item clicked. Item clicked. DAY 3 Bundled item added to cart. Abandoned again. 23 Follow me on Twitter: @GregoryNg
    24. 24. #5: Use online behavior to trigger marketing messages DAY 4 DAY 5 DAY 6Item clicked. No click. Cheaper brand offered. http://blog.protocol80.com/2011/04/amazon-gets-you-to-buy-its-not-rocket-science/ 24 Follow me on Twitter: @GregoryNg
    25. 25. #6: Use the weatherConnecticut Snow day? Take an EXTRA 25% offsale and clearance + free shipping 25 Follow me on Twitter: @GregoryNg
    26. 26. #7: Using Dayparting in your Paid Search INSIGHT : 10:00 PM showed a huge decrease in clicks and conversions. 26 Follow me on Twitter: @GregoryNg
    27. 27. #7: Using Dayparting in your Paid Search 9:59 PM 10:00 PM 27 Follow me on Twitter: @GregoryNg
    28. 28. #7: Using Dayparting in your Paid Search 9:59 PM 10:00 PM 10% PAID SEARCH ROI 28 Follow me on Twitter: @GregoryNg
    29. 29. #8: Don’t assume what works for others works for you 29 Follow me on Twitter: @GregoryNg
    30. 30. #8: Don’t assume what works for others works for you TOP SECTION CONSTANT 30 Follow me on Twitter: @GregoryNg
    31. 31. #8: Don’t assume what works for others works for you 41% REVENUE HUGE impact on future budget allocation 31 Follow me on Twitter: @GregoryNg
    32. 32. #9: Consider the device…and your data PROBLE M: Bounce rate was 50% higher with mobile visitors 7% mobile traffic and growing 32 Follow me on Twitter: @GregoryNg
    33. 33. #9: Consider the device…and your data VS 33 Follow me on Twitter: @GregoryNg
    34. 34. #9: Consider the device…and your data 22% DECREASE IN BOUNCE RATE 16% PAGEVIEWS 4% CONVERSION RATE 34 Follow me on Twitter: @GregoryNg
    35. 35. #10: Use “relevant messaging” to meet goals GOA L: INCREASE SALES OF D&G GLASSES 35 Follow me on Twitter: @GregoryNg
    36. 36. #10: Use “relevant messaging” to meet goals 10% INCREASE IN RESULTS 36 Follow me on Twitter: @GregoryNg
    37. 37. #10: Use “relevant messaging” to meet goals 21% ORDERS OF D&G 37 Follow me on Twitter: @GregoryNg
    38. 38. 5 T’s OF TESTINGTeam Trust Technology Traffic Time 38 Follow me on Twitter: @GregoryNg
    39. 39. Thanks!• Follow me on Twitter: @GregoryNg• Email: g@brooksbell.com 39
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