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CONVERTING EXISTING
VISITORS TO CUSTOMERS
Using Data, Testing, and
Personalization
GREGORY NG
CHIEF MARKETING OFFICER
QUIZ
E-commerce websites report an
average conversion rate of ____.

A.
2.2%

B.
5.2%

C.
7.2%
2

Follow me on Twitter: @G...
E-commerce websites report an
average conversion rate of 2.2%

3

Follow me on Twitter: @GregoryNg
Companies on
average spend more
money on traffic
acquisition
than optimization

88:1
4

Follow me on Twitter: @GregoryNg
5

Follow me on Twitter: @GregoryNg
If I had a $100,000 budget

$98,876

$1,124
6

Follow me on Twitter: @GregoryNg
A case for optimization.

7

Follow me on Twitter: @GregoryNg
The Brooks Bell Formula for Online
Conversion

M+V+O
C=
F+A

= >1

8

Follow me on Twitter: @GregoryNg
The Brooks Bell Formula for Online
Conversion
Relevance of
Value Prop

Motivation

Relevance
of Offer

M + rV + rO
C=
F+A
...
Relevance = the right message
to the right customer at the
right time.

10

Follow me on Twitter: @GregoryNg
3 FIRST STEPS
1. Believe in DATA

12
2. You must
LEARN!

13
3. Stay on target

14
10 IDEAS TO USE IN 2013
#1: Don’t treat everyone like it’s their first visit

16

Follow me on Twitter: @GregoryNg
#1: Don’t treat everyone like it’s their first visit

1st Visit

2nd Visit, and every
subsequent visit
17

Follow me on Tw...
#2: Create ways for visitors to self-select

18

Follow me on Twitter: @GregoryNg
#3: Use geo-targeting to deliver relevant
messages

19

Follow me on Twitter: @GregoryNg
#4: Speak their language
Free shipping starting with orders over $30! *Details

20

Follow me on Twitter: @GregoryNg
#4: Speak their language

25%
over English version

21

Follow me on Twitter: @GregoryNg
#5: Use online behavior to
trigger marketing messages

Search for Dewalt Cordless
Drills. Items added to cart.

22

Follow...
#5: Use online behavior to
trigger marketing messages

DAY 1
Item clicked.

DAY 2
Item clicked.

DAY 3
Bundled item added ...
#5: Use online behavior to
trigger marketing messages

DAY 4
Item clicked.

DAY 5
No click.

DAY 6
Cheaper brand offered.
...
#6: Use the weather

Connecticut Snow day? Take an EXTRA 25% off
sale and clearance + free shipping

25

Follow me on Twit...
#7: Using Dayparting in your Paid Search

INSIGHT
:
10:00 PM showed
a huge decrease
in clicks and
conversions.
26

Follow ...
#7: Using Dayparting in your Paid Search

9:59 PM

10:00
PM

27

Follow me on Twitter: @GregoryNg
#7: Using Dayparting in your Paid Search

9:59 PM

10:00
PM

10%
PAID SEARCH ROI

28

Follow me on Twitter: @GregoryNg
#8: Don’t assume what works for others works
for you

29

Follow me on Twitter: @GregoryNg
#8: Don’t assume what works for others works
for you

TOP SECTION
CONSTANT

30

Follow me on Twitter: @GregoryNg
#8: Don’t assume what works for others works
for you

41%
REVENUE

HUGE impact on future
budget allocation

31

Follow me ...
#9: Consider the device…and your data

PROBLE
M:
Bounce rate was
50% higher with
mobile visitors
7% mobile traffic
and gro...
#9: Consider the device…and your data

VS

33

Follow me on Twitter: @GregoryNg
#9: Consider the device…and your data

22%
DECREASE IN
BOUNCE RATE

16%
PAGEVIEWS

4%
CONVERSION
RATE
34

Follow me on Twi...
#10: Use “relevant messaging” to meet goals

GOA
L:
INCREASE
SALES
OF D&G
GLASSES

35

Follow me on Twitter: @GregoryNg
#10: Use “relevant messaging” to meet goals

10%
INCREASE IN
RESULTS

36

Follow me on Twitter: @GregoryNg
#10: Use “relevant messaging” to meet goals

21%
ORDERS OF D&G

37

Follow me on Twitter: @GregoryNg
5 T’s OF TESTING
Team

Trust

Technology

Traffic

Time

38

Follow me on Twitter: @GregoryNg
Thanks!
• Follow me on Twitter: @GregoryNg
• Email: g@brooksbell.com

39
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Converting Existing Visitors to Customers Using Data, Testing, and Personalization

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http://www.brooksbell.com You have traffic coming to your website but how many of them are you converting? Here are 10 ways your competition are using data, testing, and personalization to convert more visitors to paying customers.

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  • 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.
  • \
  • Transcript of "Converting Existing Visitors to Customers Using Data, Testing, and Personalization"

    1. 1. CONVERTING EXISTING VISITORS TO CUSTOMERS Using Data, Testing, and Personalization GREGORY NG CHIEF MARKETING OFFICER
    2. 2. QUIZ E-commerce websites report an average conversion rate of ____. A. 2.2% B. 5.2% C. 7.2% 2 Follow me on Twitter: @GregoryNg
    3. 3. E-commerce websites report an average 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 4 Follow me on Twitter: @GregoryNg
    5. 5. 5 Follow 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+O C= F+A = >1 8 Follow me on Twitter: @GregoryNg
    9. 9. The Brooks Bell Formula for Online Conversion Relevance of Value Prop Motivation Relevance of Offer M + rV + rO C= F+A = >1 Conversion 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 2013
    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 language Free 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 to trigger 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 Item clicked. DAY 2 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 Item clicked. DAY 5 No click. DAY 6 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 weather Connecticut Snow day? Take an EXTRA 25% off sale 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 TESTING Team 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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