Ways to Increase Revenue
during the Holidays
5

November 14th 2013

Dan McGaw - dan@kissmetrics.com
Twi er

@danielmcgaw #KISSwebinar
We’ll cover…

1

Email segmentation by visitor type

2

On-website advertising

3

Discount Psychology

4

A/B testing on ...
1

Email Segmentation
by Visitor Type
Send targeted emails
Dynamic content and a/b testing
Gather segments using KISSmetrics
Export your segments to CSV
Import CSV information into ESP
Import CSV information into ESP
Import CSV information into ESP
Use data to segment
Send a targeted campaign
Takeaways

1

Se ing up customer tracking

2

Send emails customers want

3

Create dynamic content
2

On-website Advertising
Your home page is gold!
Control focus and distraction
Do heat map testing
Use caution, but try
Keep it simple stupid
Takeaways

1

Keep it simple stupid

2

Monitor how people use your site

3

Create compelling and valid options
3

Discount Psychology
Customers don’t always want a discount
Main Discount Types

Dollar or Percentage Off
Buy one get one
Quantity Discounts
Rebates
Free Shipping
Quick, which is the biggest discount?

$200 off a $999 TV
!
!

A $35 pair of sunglasses, marked down from $50
!
!

Buy one ...
Biggest Discount

$200 off a $999 TV

A $35 pair of sunglasses, marked down
from $50
Buy one shirt for $60, get the second ...
Reduce the amount of math
Discounts reduce intent to search
h p://papers.ssrn.com/sol3/papers.cfm?abstract_id=1934762
Takeaways

1

Cut out the math

2

Provide value
4

A/B Testing on Product Pages
What is A/B testing?
A/B Testing Tools

h p://www.conversion-rate-experts.com/split-testing-so ware/
Common experiments
Common experiments
Common experiments
Key Areas to test - Images
Key Areas to test - Product titles
Key Areas to test - Bu on colors
Key Areas to test - Pricing options
Takeaways

1

Pick a tool that works for you

2

Multi-variant test the winner

3

Test everything you can
5

How to increase cart size
Dont sell one item

h p://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0046362#abstract0
Upsell on every purchase

Remember the gloves from earlier?
Offer free shipping with additional items
Offer incentives for spending more
Takeaways

1

Offer similar items as upsells

2

Free shipping for 2+ item carts

3

Offer gi s for spending more
5 Ways to Increase Revenue

during the Holidays
TAKE AWAYS -

1

Use advanced segmenting

2

Test all conversion points

3...
Twi er

@danielmcgaw #KISSwebinar
Want a demo of KISSmetrics?

1

Contact Rossi at
rkhoung@kissmetrics.com

2

Email me at
dan@kissmetrics.com
Questions?
Thank you
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5 Ways to Increase Revenue During the Holidays

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Published on

Watch webinar recording now: http://grow.kissmetrics.com/Webinar-29

5 Ways to Increase Revenue For Black Friday and Cyber
Monday

By Dan McGaw
Director Of Marketing

We are hoping to see some amazing holiday marketing campaigns this year. So many different companies are fighting for the same dollar so we wanted to make sure you are using your entire toolset to convert more sales.

1. 5 Ways to increase sales for the holidays.

2. Tweet me at @DanielMcGaw if you have questions.

3 We'll cover:
1. Email segmentation by visitor type
2. On-website advertising
3. Discount psychology
4. A/B testing on a product pages
5. Increase cart size

4. Email segmentation by visitor type

5. Send targeted emails

6. Dynamic content and a/b testing

7. Gather segments using KISSmetrics

8. Export your segments to CSV

9. Import CSV information into ESP

10. Import CSV in Mailchimp

11. Use data to segment

12. Send a targeted campaign

13. Takeaways
1. Setting up custom events
2. Send emails customers want
3. Create dynamic content

14. On-website Advertising

15. Your home page is gold

16. Control focus and distraction

17. Do heat map testing

18. Use caution, but try

19. Keep it simple stupid

20. Take aways
1. Keep it simple stupid
2. Monitor how people use your site
3. Create compelling and valid options

21. Discount Psychology

22. Customers don't always want a discount

23. Main Discount types
1. Dollar or percentage off
2. Buy one get one free
3. Quantity discounts
4. Rebates
5. Free shipping

24. Quick, which is the biggest discount

25. Biggest Discount

26. Reduce the amount of math

27. Discount reduce intent to search

28. Takeaways
1. Cut out the math
2. Provide value

29. A/B Testing on Product Pages

30. What is AB testing

31. A/B Testing Tools

32. Common Experiments - Title Copy Testing

33. Common Experiments - Page Length Testing

34. Common Experiments - Background and Picture Testing

35. Key Areas to Test

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5 Ways to Increase Revenue During the Holidays

  1. 1. Ways to Increase Revenue during the Holidays 5 November 14th 2013 Dan McGaw - dan@kissmetrics.com
  2. 2. Twi er @danielmcgaw #KISSwebinar
  3. 3. We’ll cover… 1 Email segmentation by visitor type 2 On-website advertising 3 Discount Psychology 4 A/B testing on product pages 5 Increase cart size
  4. 4. 1 Email Segmentation by Visitor Type
  5. 5. Send targeted emails
  6. 6. Dynamic content and a/b testing
  7. 7. Gather segments using KISSmetrics
  8. 8. Export your segments to CSV
  9. 9. Import CSV information into ESP
  10. 10. Import CSV information into ESP
  11. 11. Import CSV information into ESP
  12. 12. Use data to segment
  13. 13. Send a targeted campaign
  14. 14. Takeaways 1 Se ing up customer tracking 2 Send emails customers want 3 Create dynamic content
  15. 15. 2 On-website Advertising
  16. 16. Your home page is gold!
  17. 17. Control focus and distraction
  18. 18. Do heat map testing
  19. 19. Use caution, but try
  20. 20. Keep it simple stupid
  21. 21. Takeaways 1 Keep it simple stupid 2 Monitor how people use your site 3 Create compelling and valid options
  22. 22. 3 Discount Psychology
  23. 23. Customers don’t always want a discount
  24. 24. Main Discount Types Dollar or Percentage Off Buy one get one Quantity Discounts Rebates Free Shipping
  25. 25. Quick, which is the biggest discount? $200 off a $999 TV ! ! A $35 pair of sunglasses, marked down from $50 ! ! Buy one shirt for $60, get the second for 50% off
  26. 26. Biggest Discount $200 off a $999 TV A $35 pair of sunglasses, marked down from $50 Buy one shirt for $60, get the second for 50% off
  27. 27. Reduce the amount of math
  28. 28. Discounts reduce intent to search h p://papers.ssrn.com/sol3/papers.cfm?abstract_id=1934762
  29. 29. Takeaways 1 Cut out the math 2 Provide value
  30. 30. 4 A/B Testing on Product Pages
  31. 31. What is A/B testing?
  32. 32. A/B Testing Tools h p://www.conversion-rate-experts.com/split-testing-so ware/
  33. 33. Common experiments
  34. 34. Common experiments
  35. 35. Common experiments
  36. 36. Key Areas to test - Images
  37. 37. Key Areas to test - Product titles
  38. 38. Key Areas to test - Bu on colors
  39. 39. Key Areas to test - Pricing options
  40. 40. Takeaways 1 Pick a tool that works for you 2 Multi-variant test the winner 3 Test everything you can
  41. 41. 5 How to increase cart size
  42. 42. Dont sell one item h p://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0046362#abstract0
  43. 43. Upsell on every purchase Remember the gloves from earlier?
  44. 44. Offer free shipping with additional items
  45. 45. Offer incentives for spending more
  46. 46. Takeaways 1 Offer similar items as upsells 2 Free shipping for 2+ item carts 3 Offer gi s for spending more
  47. 47. 5 Ways to Increase Revenue during the Holidays TAKE AWAYS - 1 Use advanced segmenting 2 Test all conversion points 3 Upsell on every item Dan McGaw - dan@kissmetrics.com
  48. 48. Twi er @danielmcgaw #KISSwebinar
  49. 49. Want a demo of KISSmetrics? 1 Contact Rossi at rkhoung@kissmetrics.com 2 Email me at dan@kissmetrics.com
  50. 50. Questions?
  51. 51. Thank you
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