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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.
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• ### 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
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