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“Data-Driven Decision Making”
PresentersMike Batko• Key Account Manager• 6+ years digital goodse-commerce focus Customer Service PlatformDocumentation...
This session will provide action-oriented bestpractices for optimizing the e-commerceexperience for both B2B and B2C custo...
Each topic includes two components:• A data-enforced view into a specific BusinessProblem• Suggested Actions, prompted by ...
Five Common Business Problems1. Revenue from high traffic countries is low2. Pick rates on cross-sells and up-sells are lo...
Business Problem 1:Revenue from high traffic countries is low
Suggested Action:Test different price points in specific markets to identifythe optimal balance of conversion rates and re...
Country Number ofSessionsConversionRateUSA 250,000 42%Germany 140,000 47%Japan 190,000 39%UK 60,000 38%France 75,000 40%It...
Business Problem 1:Revenue from high traffic countries is low*Screenshot taken in India.USD currency and USA price point a...
Again, USD currencyand USA price pointdisplayed to Indiancustomers.Business Problem 1:Revenue from high traffic countries ...
US Cart Indian CartBusiness Problem 1:Revenue from high traffic countries is lowGetting closer . . . . The price point is ...
US Homepage Indian HomepageBusiness Problem 1:Revenue from high traffic countries is lowSymantec really has this figured o...
Suggested Action:Offer strong discounts tousers of pirated software.Use human, friendlymarketing text. Don’t pointfingers....
Business Problem 1:Revenue from high traffic countries is lowRetail price for Windows XP Professional was $249.00 at the t...
Business Problem 1:Revenue from high traffic countries is lowIs your company still doing this? Why?
Suggested Action:Select the country by detectingthe customer’s Geo-IP locationupon entering the cart• Pricing should not b...
Original X-SoldQuantitiesSoldRevenue(USD)PickRateProduct A Backup CD 225 10,091 4.50%Product B Backup CD 75 1,806 3.75%Pro...
Business Problem 2:Pick rates on cross-sells and up-sells are lowSuggested Action:Test new positions for cross-sells and u...
Business Problem 2:Pick rates on cross-sells and up-sells are low
Business Problem 2:Pick rates on cross-sells and up-sells are low
Business Problem 2:Pick rates on cross-sells and up-sells are low
Business Problem 2:Pick rates on cross-sells and up-sells are low
Suggested Action:Offer additional products or services as a productselection.• Use either in the cart or in the product ca...
Business Problem 2:Pick rates on cross-sells and up-sells are low
Business Problem 3:Customer contact rates and/or refund rates are too highTop countries bySession CountContact rate
Business Problem 3:Customer contact rates and/or refund rates are too highPlatform-wide contact rate in 2012 =7.10%
Business Problem 3:Customer contact rates and/or refund rates are too high.
Business Problem 3:Customer contact rates and/or refund rates are too highSuggestedAction:Localize deliverytexts for yourh...
Outsource localizations to third parties- OR -Crowdsource your user community for freelocalizationsBusiness Problem 3:Cust...
Business Problem 3:Customer contact rates and/or refund rates are too highSuggested Action: Use In-App order process w/ au...
Business Problem 3:Customer contact rates and/or refund rates are too high.1.31%1.08% 1.06%2.47%2.13%0.61%0.94%0.67%0.89%2...
Suggested Actions:• Offer a support phone number and email addresswherever possible• Fine-tune refund policies and procedu...
Business Problem 4:An individual product line or license type is selling poorlyProductNamePrice Point(USD)OrderCountAnnual...
Suggested Action:Experiment with new sales models for the under-selling product• Freemium• Trial to Buy• Payment Plan• Sub...
Business Problem 5:Customers are leaving the order process when they are required tocreate an account before placing an or...
Suggested Action:Use the License Generation API to automatically create acustomer account at the time of purchaseBusiness ...
Suggested Action:Use Single Sign-On for customers that already have anaccount.Business Problem 5:Customers are leaving the...
Questions?Mike Batkobatko@cleverbridge.comOffice: 312-922-8693 ext. 3286Twitter: @MichaelBatkohttp://www.linkedin.com/in/m...
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Data-Driven Decision Making - cleverbridge Networking Event (CNE)

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cleverbridge key account managers, Mike Batko and Andy Peterson provide action-oriented best practices for optimizing the e-commerce experience for both B2B and B2C customers.
• Common techniques for analyzing webstore performance data
• How to use analysis to make confident business decision

This presentation addresses five common business problems
1. Revenue from high traffic countries is low
2. Pick rates on cross-sells and up-sells are low
3. Customer contact rates and/or refund rates are too high
4. Sales revenue for a specific product or product line is low
5. Customers are leaving the order process when they are required to create an account before placing an order

Published in: Technology, Business
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Transcript of "Data-Driven Decision Making - cleverbridge Networking Event (CNE)"

  1. 1. “Data-Driven Decision Making”
  2. 2. PresentersMike Batko• Key Account Manager• 6+ years digital goodse-commerce focus Customer Service PlatformDocumentation Client Management Sales / Key AccountManagement• Interests: DaveMatthews Band,GTA V, Gary JohnsonAndy Peterson• Key Account Manager• 5+ years digital goodse-commerce focus Customer Service Client Marketing(SEO/PPC) Client Management Sales / Key AccountManagement• Interests: NFL Football,golf, Dance Moms,Magic the Gathering
  3. 3. This session will provide action-oriented bestpractices for optimizing the e-commerceexperience for both B2B and B2C customers.• Common techniques for analyzing webstoreperformance data• How to use analysis to make confidentbusiness decision“Data-Driven Decision Making”
  4. 4. Each topic includes two components:• A data-enforced view into a specific BusinessProblem• Suggested Actions, prompted by ouranalysis, to improve the order processPresentation Format
  5. 5. Five Common Business Problems1. Revenue from high traffic countries is low2. Pick rates on cross-sells and up-sells are low3. Customer contact rates and/or refund rates are too high4. Sales revenue for a specific product or product line is low5. Customers are leaving the order process when they are requiredto create an account before placing an order
  6. 6. Business Problem 1:Revenue from high traffic countries is low
  7. 7. Suggested Action:Test different price points in specific markets to identifythe optimal balance of conversion rates and revenuecollected per customer.Market variables to consider:• Traffic volume• Conversion rates• Piracy rates in the country• Local purchasing power• Demographic / cultural preferencesBusiness Problem 1:Revenue from high traffic countries is low
  8. 8. Country Number ofSessionsConversionRateUSA 250,000 42%Germany 140,000 47%Japan 190,000 39%UK 60,000 38%France 75,000 40%Italy 60,000 12%Brazil 1,500 6%Russia 50,000 11%China 3,500 9%India 35,000 9%Sources:-Visitor Count and Conversion Rates are Sample Data-2011 Piracy Rates: Business Software Alliance “2011 Global Piracy Study”-2011 GDP Stats: IMF.orgSoftwarePiracy RatesPer CapitaGDP (USD)19% 48,66526% 43,20421% 45,65926% 39,45937% 43,49048% 35,98453% 12,42263% 13,54277% 4,83363% 1,382Business Problem 1:Revenue from high traffic countries is low
  9. 9. Business Problem 1:Revenue from high traffic countries is low*Screenshot taken in India.USD currency and USA price point are notideal for the Indian market.
  10. 10. Again, USD currencyand USA price pointdisplayed to Indiancustomers.Business Problem 1:Revenue from high traffic countries is low*Screenshot taken in India.
  11. 11. US Cart Indian CartBusiness Problem 1:Revenue from high traffic countries is lowGetting closer . . . . The price point is a better fit for the market,but currency is still shown in USD.*Screenshot taken in India.
  12. 12. US Homepage Indian HomepageBusiness Problem 1:Revenue from high traffic countries is lowSymantec really has this figured out …The price point makes sense for the market and the display currency isIndian Rupee.Exchange Rates on Sept, 20, 2012:$49.99 = Rs 2,667.91 | $69.99 = Rs 3,735.29 | $79.99 = Rs 4,275.13*Screenshot taken in India.
  13. 13. Suggested Action:Offer strong discounts tousers of pirated software.Use human, friendlymarketing text. Don’t pointfingers.“We’re happy to have youas a user, but we think you’llbe a lot happier with a fullyfunctional version of oursoftware . . .”Arrrrrr!What a deal!Business Problem 1:Revenue from high traffic countries is low
  14. 14. Business Problem 1:Revenue from high traffic countries is lowRetail price for Windows XP Professional was $249.00 at the time of this offer.
  15. 15. Business Problem 1:Revenue from high traffic countries is lowIs your company still doing this? Why?
  16. 16. Suggested Action:Select the country by detectingthe customer’s Geo-IP locationupon entering the cart• Pricing should not be displayeduntil this detection is made• Partner with Maxmind similarvendor for Geo-IP detection• cleverbridge Shopping Cart andCatalog Pages will auto detectthe Geo-IPBusiness Problem 1:Revenue from high traffic countries is low
  17. 17. Original X-SoldQuantitiesSoldRevenue(USD)PickRateProduct A Backup CD 225 10,091 4.50%Product B Backup CD 75 1,806 3.75%Product C Backup CD 55 1,024 2.50%Product A Product B 150 30,050 2.00%Product A Product C 25 5,550 3.00%Business Problem 2:Pick rates on cross-sells and up-sells are low
  18. 18. Business Problem 2:Pick rates on cross-sells and up-sells are lowSuggested Action:Test new positions for cross-sells and up-sells.• Too much information can cause abandonment, but too littlecan cause oversight• Don’t make assumptions without data to back up yourhypothesis – your customers might surprise you• Regional preferences can have a huge impact
  19. 19. Business Problem 2:Pick rates on cross-sells and up-sells are low
  20. 20. Business Problem 2:Pick rates on cross-sells and up-sells are low
  21. 21. Business Problem 2:Pick rates on cross-sells and up-sells are low
  22. 22. Business Problem 2:Pick rates on cross-sells and up-sells are low
  23. 23. Suggested Action:Offer additional products or services as a productselection.• Use either in the cart or in the product catalog• Radio button vs. drop-down list• Test different marketing texts for product names anddescriptionsBusiness Problem 2:Pick rates on cross-sells and up-sells are low.
  24. 24. Business Problem 2:Pick rates on cross-sells and up-sells are low
  25. 25. Business Problem 3:Customer contact rates and/or refund rates are too highTop countries bySession CountContact rate
  26. 26. Business Problem 3:Customer contact rates and/or refund rates are too highPlatform-wide contact rate in 2012 =7.10%
  27. 27. Business Problem 3:Customer contact rates and/or refund rates are too high.
  28. 28. Business Problem 3:Customer contact rates and/or refund rates are too highSuggestedAction:Localize deliverytexts for yourhighest volumemarket
  29. 29. Outsource localizations to third parties- OR -Crowdsource your user community for freelocalizationsBusiness Problem 3:Customer contact rates and/or refund rates are too high
  30. 30. Business Problem 3:Customer contact rates and/or refund rates are too highSuggested Action: Use In-App order process w/ automatic license key validation
  31. 31. Business Problem 3:Customer contact rates and/or refund rates are too high.1.31%1.08% 1.06%2.47%2.13%0.61%0.94%0.67%0.89%2.01%0.98%0.66%Refund Rates in Top 12 Countries
  32. 32. Suggested Actions:• Offer a support phone number and email addresswherever possible• Fine-tune refund policies and procedures• Research top customer contact reasons• For subscription cancelations, offer “Save the Sale”discounts to salvage partial revenue from thecustomerBusiness Problem 3:Customer contact rates and/or refund rates are too high
  33. 33. Business Problem 4:An individual product line or license type is selling poorlyProductNamePrice Point(USD)OrderCountAnnualRevenue(USD)ConversionRateBuzzTech –BASIC99.00 / Yr. 1,500 148,500 42%BuzzTech –PRO299.00 / Yr. 600 179,400 36%Buzztech –ELITE999.00 / Yr. 20 19,980 3%
  34. 34. Suggested Action:Experiment with new sales models for the under-selling product• Freemium• Trial to Buy• Payment Plan• Subscription Yearly / Monthly / Weekly Usage-basedBusiness Problem 4:An individual product line or license type is selling poorly
  35. 35. Business Problem 5:Customers are leaving the order process when they are required tocreate an account before placing an order24% of online stores in 2012 stillrequire an account registration
  36. 36. Suggested Action:Use the License Generation API to automatically create acustomer account at the time of purchaseBusiness Problem 5:Customers are leaving the order process when they are required tocreate an account before placing an orderLogin details canbe displayed onthe confirmationpage
  37. 37. Suggested Action:Use Single Sign-On for customers that already have anaccount.Business Problem 5:Customers are leaving the order process when they are required tocreate an account before placing an orderLogin onclient siteClick “BuyNow”Cart fieldsare pre-filled
  38. 38. Questions?Mike Batkobatko@cleverbridge.comOffice: 312-922-8693 ext. 3286Twitter: @MichaelBatkohttp://www.linkedin.com/in/michaelbatkohttp://www.buildingkeystones.comhttp://www.cleverbridge.comAndy Petersonpeterson@cleverbridge.comOffice: 312-922-8693 ext. 3290http://www.linkedin.com/in/andypetersonchicagoPlease submit your ideas for future cb University Session topics!
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