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Managing the Sales Funnel• Methods of acquisition – PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer based, etc.• Once there – what’s important? – Prove you can Add Value• Qualify Leads with intent – You want users who are amenable to your message – Its ok for users to self-select opt out• Monetise towards latter end of the Funnel – After user sees value and expresses intent – Push low-cost options in the middle of funnel – High cost ones at the end of your funnel
Customer Lifecycle• Understand the customer lifecycle – The various stages of a customer over a time period – Create indicators to track their intent – As they begin to lag – make sure you target them• Identify high repeat behaviour – Identify a common characteristic – and track this • e.g. have visited more than 3 time and purchase• Track rising and falling repeat rates – Have early warning systems in place• Track repeat rate by media source – Search Engine, PPC, Banner Ad etc..
Customer Lifetime Value• Segment customers into acquisition channels• Identify the potential lifetime value per channel• Identify length of customer lifecycle per channel – Low cost channels could have shortest lifecycle• Compare the relative potential value – Consider: length of lifecycle, potential revenue per Customer• Allocate money towards higher potential value customers • By corollary - away from lower potential value customers
Understanding “Recency”• Tracking Recency – Time since a customer last engaged in a behaviour• Recency is # 1 most powerful predictor of future behavior – Can predict likelihood of purchases, visits, game plays, or “other action-oriented” behaviour• The more Recent a customer is, the higher their potential value is• Segment Repeat segment into past and present (30 days) – Apply a recency filter for real-time view• Longer a customer has stopped engaging the less likely they are to repeat• Take adjustive measures to increase in quality recency repeat customers
Key Take-Aways• Remove Clutter – focus on key goals all the time – Remove any obstacles• Provide lots of visual feedback – Users know that actions have been successful• Adhere to affordance rules – make them obvious – Big Buttons, Clear Large Links• Anticipate and Answer questions upfront – Embed as part of user experience• Knit USPs in copy and images of site – Emphasise all your differentiators
Website Optimisation• Dynamically Test key elements of site – Test Copy, Calls to Action, Images, Placement – The $300,000,000 Button• Both Split (A/B) and Multi-Variate Test – Google Website Optimiser or Proprietary tools• Define and set up conversion points – Need to track and measure user actions• Clear calls to action significantly augment optimisation goals – Don’t force user to think – TELL THEM WHAT TO DO
Test Process• Never stop testing and tracking user actions on website • A/B Split Testing – Define specific site goals (sale, sign-up etc..) – Test two specific pages (typically high volume landing pages) – Commercial tools (Vertster) or Google Optimiser – Monitor which test is performing better – Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages • Multi-Variate testing – Enables variable testing of elements within single pages – Different copy text, form layouts and even landing page images and background colours together – Track combinations that achieve predetermined goals