How to get more conversion out of your website

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How to effectively turn your inbound traffic into sales with interactive conversion marketing. Listen and then react to the consumers instead of wishful thinking alone.

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How to get more conversion out of your website

  1. 1. Welcome How$to$get$more$conversion$out$of$ your$website.$Jan Teerlinck!VP International business development!!Mobile: +32 473 361 498!E-mail: jan.teerlinck @ selligent.com!1"
  2. 2. Outbound marketingSIM$is$very$strong$in$outbound$marke?ng$$ You$will$aAract$aAen?on$by:$ ! $Automated)personalisa0on$ E5mail$ ! )Event3driven)marke0ng) ! )Data3triggered)marke0ng$ ! .....$ Call$ Print$ The)4)R’s$ ! )Right)person$ ! )Right)?me$ ! $Right$message$ Mobiel$ ! )Right)channel$2"
  3. 3. Marketing scenario’s3"
  4. 4. Conversion is a matter of follow-up « It’s great to get attention, but it is a must to track all the way to conversion »4"
  5. 5. Integrated tracking on your website E5mail$ Call$ Print$ Mobiel$ !  People check things out on your website !  What do you do once you have the attention? SIM$con?nues$tracking$of$prospects$ on$your$website$5"
  6. 6. Example tracking and retargeting Get"an"on.line"bank"account." Case: Bank account6"
  7. 7. Example tracking and retargeting !" !Step1:!Drive$prospects$to$the$website:! (  Personalised)e3mail) (  Search)engine)marke0ng) (  Media)buying) !" !Step2:!!Make$sure$they$convert$ (  Individual)tracking)on)website) (  Monitor)people)that)drop3out) (  ACT:)Follow3up)by)re3targe0ng) 7"
  8. 8. Example tracking and retargeting arters$ %$of$st $(  SIM:)))«)Scenario3based)marke0ng)»))) 50 onvert(  Automated)follow3up) do$c Dear!Mr!Teerlinck,! ! Two!days!ago!you!started!your!on(line! account!!.....! You!just!needed!to!fill!in!1!more!page.! For!your!convenience,!click!here!to!complete! DM targeting: 1to1 follow-up: this!page,!all!your!previously!entered! ! DM-print ! Detect drop-out informaEon!is!sEll!available! ! E-mail ! Re-target ! Tele ! Branch offices 8"8"
  9. 9. Example tracking and retargeting !A$full$cross5channel$mul?5step$conversion$process$ rsion$POWERED$BY$SIM$ Conve E$ S?ll$not$received$ Call$them$ M ACHIN If$not$received$ Missing$iden?ty$ Call$center$ Adress$proof$ triggered$ Apply$on5line$ Download$pdf$ Fulfilment$ Print$document$ Send$to$bank$ Prospect)registers)on) Prospect)sends) Call)center)agent) the)website) signed)by)paper) processes)applica0ons) 9"
  10. 10. Example tracking and retargetingBoost conversion in the real-time shopping process Searching Shopping Check-out Purchase products basket Payment complete Trackers(  Add)SIM)trackers)to)your$exis?ng$pages$(  SIM)will)recognize)contacts)in)your)database)(  SIM)will)re3target)them)10"
  11. 11. What to remember ?Tracking & Re-targeting is not a nice to have.It is adding pure money to your bottomlineKick out any system that stops at ‘sending’11"
  12. 12. Traffic on your website Affiliate Media!! Outbound! Direct! Search! ...!12"
  13. 13. SIM begins where Google ends ! 100%" 10%" 5%" 90%" 10%"13"
  14. 14. SIM behavioral profiling 1) Quantitative metrics: • )Average)0me) • )Nr)pages) • )Return)frequency) • )Last)visit) • )Traffic)source) • ))Last)5)visited)products) • ))Basket)to)Visit) • )....) 2) Qualitative interest scoring14"
  15. 15. SIM Inbound Targeting moduleInbound Targeting T$You)don’t)need)to)know)their)name)to)make)them)a)good)offer) Target$ B$ Target$15"
  16. 16. Data-driven targeting Profiling on anonymous visitors AND customers: Customer$data$ Behavioral$data$ ! "" ! "" ! "" PROFILE!DB! CUSTOMER!DB!16"
  17. 17. Continue your segmentation on-line Remember$the$$ SUBSCRIBER$ Life5cycle$e5mails$ T$ FIRST$BUYER$ Target$ INACTIVE$BUYER$ Target$ REPEAT$BUYER$ Consistent$message$ on$your$website$17"
  18. 18. Drive your call center with web behavior Boost$effec?veness$of$your$expensive$channels$ ! Detect$inten?on$to$buy$from$web$behaviour$ ! Trigger$outbound$call$ ! )Right)person$ B$ ! )Right)?me$ ! $Right$message$ ! )Right)channel$18"
  19. 19. Fastest way of growing a prospect database You$want$to$grow$your$database$$?$$It$was$never$more$easy$ occassionally! >2!month! ANONYMOUS! I!know!who!!you! UNIQUE!!!!!VISITORS! Every!week! And!what!can!I!offer! want!in!your! him!tomorrow!?! database!!! Every!day! >=2!/!day! In! your! DB! B$ T$19"
  20. 20. What you reach with Selligent ?1)$BUILD$MORE$REVENUE$ 2)$REDUCE$OPERATIONAL$COSTS$# "Customer.driven"marke>ng" # "Maximal"automa>on"# "Highest"relevancy" # "Independant"marketeers"# "Unmatched"1to1"follow.up" # "Do"more"with"less"effort"3)$IMPROVE$BRAND$EXPERIENCE$ 4)$GAIN$CUSTOMER$INSIGHT$ # "Consistency"across"channels" # "Profile"customer"behaviour" # "Threat"every"customer"as"a"VIP" # "Measure,"test"and"act" # "Prevent"irrita>on" # "Quick"DO.LEARN"cycles""20"
  21. 21. Conclusion If$you$believe,$$ just$like$us,$$ that$customers$don’t$ think$in$silo’s$ Then$join$our$vision$of$ integrated$cross5 channel$marke?ng.$21"

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