Optimising your online budget Sean Burton 27 th March 2009

© Foviance Foviance is a customer experience consultancy to the world's leading brands. We help deliver seamless cross-channel capability across websites, telephone, TV and print, focusing on delivering measurable benefits. We use that knowledge to deliver an experience that delights customers and ensures commercial success. “ ”

A Holistic Approach

© Foviance Fact: The overwhelming majority of online advertising budgets are wasted.

‘ Headline’ Conversion Rate – offline benchmarks Online Source: RCT Analytics Ltd

… the web is littered with abandoned baskets

Interesting finding… “ By improving user experience, a typical business can improve sales by 64%.” Hewson Group

The Key Business Processes Visit Aware Browse Engage Transact Repeat Consider Acquisition Marketing Site and Content Development Retention Marketing

The challenge… You Affiliates Survey Data Email data Ad-serving data Transactions Customer data Web analytics PPC data Panel data ISP data Analyst data GRP data Offline sales data Promotion data Performance data

…but as Albert said…

Good KPIs are “ Übermetrics ”…

Key questions

Survey approach entry survey exit survey site experience visit intention outcome versus intention expectations delivery against expectation visit profile visitor profile

What people say vs what they actually do... Over a third of people say that they intend to buy something Conversion rates are in the normal range People say that they are going to visit 2.5 categories on average Do Nearly half of people say that they are likely or very likely to use the search function Less than 20% of visits have a search in them Say On average they visit 1

Segmenting the different types of visits Each visit profiled on a number of dimensions Dataset then analysed using analytical processes to identify common patterns of visits Resulted in 9 significantly different visit segments Segments combined with survey data to create Key Customer Journeys

Each visit profiled on a number of dimensions

Dataset then analysed using analytical processes to identify common patterns of visits

Resulted in 9 significantly different visit segments

Segments combined with survey data to create Key Customer Journeys

Visitor segmentation New visitor Repeat visitor Known visitor Single order customer Repeat customer High value customer 100% ?? % How many? Who? What?

Most people don’t like bad experiences

Experiences spread quickly nowadays

© Foviance So, what did we learn?

Accept that your baby may be ugly

Be prepared to watch and listen

Ensure ongoing measurement

Introduce a framework to manage the customer experience

Create remarkable moments

Act quickly

© Foviance “ It is not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change .”

And finally... 80% of companies believe they deliver a ‘ superior experience ’ to their customers but only 8% of their customers agree Bain & Company Harvard Management Update

Further information: Contact: Sean Burton 0845 054 6500 Contact us for more information Thank you