A webinar presented by Geoff Galat, Clicktale CMO, in association with the American Marketing Association. Watch the full webinar on demand at www.clicktale.com

1. Beyond Conversion
How to harness digital body
language to deliver superior
experiences
Geoff Galat
CMO, Clicktale

2. 2017:TheYear of RetailTransformation
50%
decline in mall visits
between 2010 & 2013
3,500
store closings
as of April 2017
89,000
jobs lost
since Oct 2016
2 | Confidential

3. Loyalty to local
stores
1800s – 1960s
Growth of the
shopping center
1970s – 1990s
Advent of the
mega-store
1990s
E-commerce
evolution
2000s
Experience
Era
NOW

4. 4
“Only dead fish go with the flow”

5. In the Experience Economy, Leadership = Disruption

7. We see our customers as invited guests to a party,
and we are the hosts. It’s our job every day to make
every important aspect of the customer experience
a little bit better.
JEFF BEZOS

9. And,not
justfor
retail…

10. Consumers continuously evaluate providers and have become
nonstop customers. The tangible result is a growing ‘switching
economy’ that accounts for an estimated $6.2 trillion in
revenue opportunity.
Losing customers has never been easier.

11. Conversion rate
does not equal
customer experience

12. What about the other 97%?
3%
Didn’t
convert???
Converted
Confidential2

13. How do you get experience right
if you can't see it from your customers'
point of view?

14. 14
Confidential
Is the “Golden Moment” lost? What’s the business risk?
CONVERSION
Conversion Experience
CONFUSED
FOCUSED
FRUSTRATED
NEEDS HELP
ENGAGED
DISTRACTED
WANTS TO BUY
STUCK IN LINE

15. Tackling the challenge of human insight in a
digital world

16. “70% of our day to day interactions are based
almost entirely on non-verbal signals”
Barnum, C., and N. Wolniansky. "Taking cues from body language."
Management Review, June 1989, p. 59+. Academic OneFile, 28 Sept. 2017.

17. LACK OF INTEREST
Lost sense of direction,
position, or relationship
with page
DISORIENTED
No interest/insufficient
motivation to keep
exploring page/content
EXPLORING
Zero-in on options by
investigating options
page has to offer
MINDFUL
Pay attention to
content on page;
deeply engaged
FOCUSED
Focused, know what
they want; pay less
attention to the page
The five mindsets that reflect visitors’ key behavioral patterns
CLICKTALE PSYCHOLOGICAL ANALYTICS

18. Our team looks at data every day, but it wasn’t
until we had Clicktale that we could actually go in
and see the experience from the customer’s perspective.
Not only have our major KPIs such as conversions
increased, but we’ve noticed that
customer satisfaction has increased as well.

19. • Experience is the new “currency” of digital
• Conversion Matters, but it isn’t everything
• The discipline of managing digital isn’t that different
• You CAN see and understand the Digital Body
Language of your customers
Key Takeaways

20. If you want to learn more
Case Study Case Study Guide Blog
ADD SECTION NAME
Optimizing customer
experience generates
millions in annual uplift for
B&Q
1-800 Contacts gets a clear
view of its customers
Discover your customers’
digital body language
How to build loyalty without
a human touch?

21. clicktale.com
facebook.com/Clicktale
@Clicktale
Watch the webinar in full at www.clicktale.com