Educational funding
provided by:
Ask questions and tell us
what you learned on Twitter!
#SherpaWebinar
Educational funding
provided by:
Live from IRCE
Key insights from the MarketingSherpa E-commerce
Benchmark Study
Educational funding
provided by:
Ask questions and tell us
what you learned on Twitter!
#SherpaWebinar
Educational funding
provided by:
Speakers
Black & White
Headshot
Ben Pressley
Head of Worldwide Sales
Magento
@BRPressley
...
Educational funding
provided by:
Related resources
• MarketingSherpa E-commerce Benchmark Study — Made possible by a resea...
Educational funding
provided by:
Educational funding
provided by:
• Visit MarketingSherpa.com/IRCE to watch interviews
Join us in the media center!
Marketi...
Educational funding
provided by:
Challenge: Conversion rate optimization
How can e-commerce companies increase conversion ...
Educational funding
provided by:
Most conversion rates
fall below 5%.
Educational funding
provided by:
Case Study: Test snapshot
Background: Home delivery subscription has multiple delivery op...
Educational funding
provided by:
High to Low
Low to High
Popularity
Educational funding
provided by:
20% increase in revenue per visit
Treatment 1 increased revenue per visit by 20%.
Results...
Educational funding
provided by:
Challenge: Testing
Does testing marketing campaigns impact conversion?
Educational funding
provided by:
The e-commerce
companies that
implemented a testing
strategy had higher
conversion rates.
Educational funding
provided by:
Case Study: Whirlpool
Thomas Mender
Senior Manager,
Database Marketing
Whirlpool
Why One ...
Educational funding
provided by:
Previous process
Agency builds
creative
Marketing team
approves
Creatives are
published
Educational funding
provided by:
Building customer
profile
Data collection
Test is launched
Current process
Marketing team...
Educational funding
provided by:
Challenge: Traffic sources
Which channels drive the most traffic?
Educational funding
provided by:
Biggest driver of traffic
for higher-revenue
companies is email.
Educational funding
provided by:
Case Study: Whirlpool
Thomas Mender
Senior Manager,
Database Marketing
Whirlpool
Backgrou...
Educational funding
provided by:
Testing: Calls-to-action
Treatment
CTAs CTA
Control
Educational funding
provided by:
Results: Testing calls-to-action
Calls-to-Action Tested
Hand-
raisers
Purchasers
(≤ 5 yea...
Educational funding
provided by:
Biggest driver of traffic
for lower-revenue
companies is organic
search.
Educational funding
provided by:
Case Study: One Call Now
Jacob Baldwin
Digital Marketing
Manager
One Call Now
Background:...
Educational funding
provided by:
Keyword Maps: Optimized Elements
Meta descriptions
Educational funding
provided by:
Keyword Maps: Optimized Elements
“Meeting”
“Appointment”
“Conference”
Use of strong tags ...
Educational funding
provided by:
Keyword Maps: Optimized Elements
Page Title “Protect, Inform,
Engage Students,
Parents an...
Educational funding
provided by:
Keyword Maps: Optimized elements
Alt: “One Call Now’s Safe School Helpline is an anti-bul...
Educational funding
provided by:
Keyword Maps: Optimized elements
Alt=“One Call Now’s Safe School Helpline is an anti-bull...
Educational funding
provided by:
Keyword Maps: Optimized elements
Alt=“One Call Now’s Safe School Helpline is an anti-bull...
Educational funding
provided by:
Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bull...
Educational funding
provided by:
Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bull...
Educational funding
provided by:
Challenge: Barriers to growth
What barriers to growth are e-commerce companies facing?
Educational funding
provided by:
Educational funding
provided by:
Case Study: IHS
Byron O’Dell
Senior Director,
Demand Management
IHS
Key challenges in tra...
Educational funding
provided by:
Before: Batch and Blast
• Lots of website
traffic, no
conversion
• Lots of contacts,
no i...
Educational funding
provided by:
Tip: Ask for the persona
37
What is your
current role?
Educational funding
provided by:
Persona-specific messaging
Inbound source customization
Inbound source customization
Pers...
Educational funding
provided by:
Progressive profiling
Asking for more
persona information
Educational funding
provided by:
Results
Asking for more
persona information
Program integration resulted in nearly 1,000 ...
Educational funding
provided by:
Challenge: Budget
Are successful companies increasing marketing budgets?
Educational funding
provided by:
More successful
companies are
increasing their
marketing budget.
Educational funding
provided by:
Challenge: Traffic source
How do customers get to e-commerce sites?
Educational funding
provided by:
Organic search was the
most frequently
reported source of
significant traffic at all
succ...
Educational funding
provided by:
Case Study: Electric Fireplaces Canada
Background: Canadian website selling electric fire...
Educational funding
provided by:
Case Study: Electric Fireplaces Canada
Penalty Chart: Position in search
Educational funding
provided by:
Campaign
1. Request removal of unnatural links to outside parties
2. Implement a guest po...
Educational funding
provided by:
Results
EFC
Dimplex fireplaces
Dimplex Canada
Dimplex fireplace
Dimplex electric fireplac...
Educational funding
provided by:
Challenge: Customer responsiveness
What’s the correlation between customer response and s...
Educational funding
provided by:
The more responsive
companies are to
customers, the more
successful they’re likely
to be.
Educational funding
provided by:
Case Study: Jamaica Inn
Background: After the 2008 recession, this tourism
website strugg...
Educational funding
provided by:
Customer Responsiveness: Reputation
Blog Posts Social Media
Educational funding
provided by:
Customer Responsiveness: Reputation
52% increase in revenue
Educational funding
provided by:
Challenge: Mobile
How are departmental roles changing as mobile evolves?
Educational funding
provided by:
IT shrinks as the
channel becomes
more prevalent.
Educational funding
provided by:
Case Study: Ritz-Carlton Destination Club
Alex Corzo
Manager of Digital
Communications & ...
Educational funding
provided by:
Pilot: Standard landing page
2
Educational funding
provided by:
Pilot: IPhone landing page
• Company logo
• One sentence of copy
• Online form fields,
ar...
Educational funding
provided by:
Enhanced mobile campaign
Educational funding
provided by:
Mobile traffic driven by email marketing
Q1 Q2 Q3 Q4
2.8%
5.5%
9.6%
Educational funding
provided by:
Mobile traffic driven by email marketing
Q1 Q2 Q3 Q4
2.8%
9.6%
5.5%
243% Increase
Educational funding
provided by:
Challenge: The cost of customer acquisition
What’s the trend in the cost of acquiring cus...
Educational funding
provided by:
Educational funding
provided by:
Live from IRCE
Key insights from the MarketingSherpa E-commerce
Benchmark Study
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Live from IRCE: Key insights from the MarketingSherpa E-commerce Benchmark Study

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What drives e-commerce marketing success today?

MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers.

Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss:

• Overall e-commerce conversion rates
• Channels that drive significant traffic
• Barriers to growth that e-commerce marketers face

This webinar is sponsored by Magento.

Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce

Published in: Business, Technology
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Live from IRCE: Key insights from the MarketingSherpa E-commerce Benchmark Study

  1. 1. Educational funding provided by: Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  2. 2. Educational funding provided by: Live from IRCE Key insights from the MarketingSherpa E-commerce Benchmark Study
  3. 3. Educational funding provided by: Ask questions and tell us what you learned on Twitter! #SherpaWebinar
  4. 4. Educational funding provided by: Speakers Black & White Headshot Ben Pressley Head of Worldwide Sales Magento @BRPressley Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein Pete Prestipino Website Magazine Editor-in-Chief, Digital Marketing Strategist Website Magazine @peteprestipino
  5. 5. Educational funding provided by: Related resources • MarketingSherpa E-commerce Benchmark Study — Made possible by a research grant from Magento • Marketing Research Chart: Tactics that are seeing a budget increase (and decrease) • SMB Marketing in 2013: 68% of small businesses to increase marketing budget • 8 Challenges Undermining Your Marketing Team • MarketingSherpa.com/IRCE
  6. 6. Educational funding provided by:
  7. 7. Educational funding provided by: • Visit MarketingSherpa.com/IRCE to watch interviews Join us in the media center! MarketingSherpa.com/IRCE
  8. 8. Educational funding provided by: Challenge: Conversion rate optimization How can e-commerce companies increase conversion rates?
  9. 9. Educational funding provided by: Most conversion rates fall below 5%.
  10. 10. Educational funding provided by: Case Study: Test snapshot Background: Home delivery subscription has multiple delivery options Goal: To determine if reordering the delivery options would have an effect on the subscription mix and revenue Research Question: Which order of subscription options will yield the most revenue? Test Design: A/B/C split test
  11. 11. Educational funding provided by: High to Low Low to High Popularity
  12. 12. Educational funding provided by: 20% increase in revenue per visit Treatment 1 increased revenue per visit by 20%. Results Design Revenue per Visit Price - high to low 0.4 Price - low to high 0.5 Popularity 0.4 Relative Difference 20%
  13. 13. Educational funding provided by: Challenge: Testing Does testing marketing campaigns impact conversion?
  14. 14. Educational funding provided by: The e-commerce companies that implemented a testing strategy had higher conversion rates.
  15. 15. Educational funding provided by: Case Study: Whirlpool Thomas Mender Senior Manager, Database Marketing Whirlpool Why One Test Triggered A 180° Turn in How All Whirlpool Brands Direct Market To Consumers
  16. 16. Educational funding provided by: Previous process Agency builds creative Marketing team approves Creatives are published
  17. 17. Educational funding provided by: Building customer profile Data collection Test is launched Current process Marketing team approves creatives Creating test ideas - collaborate Agency builds creatives
  18. 18. Educational funding provided by: Challenge: Traffic sources Which channels drive the most traffic?
  19. 19. Educational funding provided by: Biggest driver of traffic for higher-revenue companies is email.
  20. 20. Educational funding provided by: Case Study: Whirlpool Thomas Mender Senior Manager, Database Marketing Whirlpool Background: Applying what was learned about minimizing CTAs in email sends at Email Summit 2013 Objective: To achieve a higher clickthrough rate Primary Research Question: Will having a single CTA be more effective than multiple CTAs? Test Design: Single variable A/B split test
  21. 21. Educational funding provided by: Testing: Calls-to-action Treatment CTAs CTA Control
  22. 22. Educational funding provided by: Results: Testing calls-to-action Calls-to-Action Tested Hand- raisers Purchasers (≤ 5 years) Purchasers (> 5 years) Current Ice Owners Avg. Control 1.23% 0.35% 0.40% 2.77% 1.19% Treatment 1.55% 0.54% 0.57% 4.34% 1.75% Relative Difference +26% +53% +43% +57% +42% 42% Increase in clickthrough rate The treatment increased CTR for each of the segments below.
  23. 23. Educational funding provided by: Biggest driver of traffic for lower-revenue companies is organic search.
  24. 24. Educational funding provided by: Case Study: One Call Now Jacob Baldwin Digital Marketing Manager One Call Now Background: Text-based communication subscription company Objective: To rank higher in search results.
  25. 25. Educational funding provided by: Keyword Maps: Optimized Elements Meta descriptions
  26. 26. Educational funding provided by: Keyword Maps: Optimized Elements “Meeting” “Appointment” “Conference” Use of strong tags to highlight keywords in the body copy
  27. 27. Educational funding provided by: Keyword Maps: Optimized Elements Page Title “Protect, Inform, Engage Students, Parents and Staff”
  28. 28. Educational funding provided by: Keyword Maps: Optimized elements Alt: “One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more” Image Alt Tags
  29. 29. Educational funding provided by: Keyword Maps: Optimized elements Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more” Use of H1 Tags
  30. 30. Educational funding provided by: Keyword Maps: Optimized elements Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more” URL Structure
  31. 31. Educational funding provided by: Keyword Maps: Optimized Elements Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more” Keyword Density
  32. 32. Educational funding provided by: Keyword Maps: Optimized Elements Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more” 48% increase in paid search traffic 32.3% increase in organic search
  33. 33. Educational funding provided by: Challenge: Barriers to growth What barriers to growth are e-commerce companies facing?
  34. 34. Educational funding provided by:
  35. 35. Educational funding provided by: Case Study: IHS Byron O’Dell Senior Director, Demand Management IHS Key challenges in transforming from “batch and blast” to persona-driven email marketing Marketing Automation
  36. 36. Educational funding provided by: Before: Batch and Blast • Lots of website traffic, no conversion • Lots of contacts, no insight • Unqualified leads
  37. 37. Educational funding provided by: Tip: Ask for the persona 37 What is your current role?
  38. 38. Educational funding provided by: Persona-specific messaging Inbound source customization Inbound source customization Persona-based customization
  39. 39. Educational funding provided by: Progressive profiling Asking for more persona information
  40. 40. Educational funding provided by: Results Asking for more persona information Program integration resulted in nearly 1,000 updated profiles that included additional segmentation fields such as buyer persona and areas of interest
  41. 41. Educational funding provided by: Challenge: Budget Are successful companies increasing marketing budgets?
  42. 42. Educational funding provided by: More successful companies are increasing their marketing budget.
  43. 43. Educational funding provided by: Challenge: Traffic source How do customers get to e-commerce sites?
  44. 44. Educational funding provided by: Organic search was the most frequently reported source of significant traffic at all success levels.
  45. 45. Educational funding provided by: Case Study: Electric Fireplaces Canada Background: Canadian website selling electric fireplaces loses its once-desirable slot in SEO with penalties following a change in Google’s algorithm.
  46. 46. Educational funding provided by: Case Study: Electric Fireplaces Canada Penalty Chart: Position in search
  47. 47. Educational funding provided by: Campaign 1. Request removal of unnatural links to outside parties 2. Implement a guest posting effort 3. Consistent communication across the department and agency 4. Submit a formal request to Google to reconsider penalty
  48. 48. Educational funding provided by: Results EFC Dimplex fireplaces Dimplex Canada Dimplex fireplace Dimplex electric fireplace Electric fireplace inserts 8-Oct 5 2 5 2 9 15- Oct 5 2 5 2 5 Penalty Reversed Avg. 5 Avg. 4
  49. 49. Educational funding provided by: Challenge: Customer responsiveness What’s the correlation between customer response and success?
  50. 50. Educational funding provided by: The more responsive companies are to customers, the more successful they’re likely to be.
  51. 51. Educational funding provided by: Case Study: Jamaica Inn Background: After the 2008 recession, this tourism website struggled to generate interest with its direct-to- customer campaigns. Campaign: Develop a marketing program that was engaging for guests to build stronger relationships and loyalty.
  52. 52. Educational funding provided by: Customer Responsiveness: Reputation Blog Posts Social Media
  53. 53. Educational funding provided by: Customer Responsiveness: Reputation 52% increase in revenue
  54. 54. Educational funding provided by: Challenge: Mobile How are departmental roles changing as mobile evolves?
  55. 55. Educational funding provided by: IT shrinks as the channel becomes more prevalent.
  56. 56. Educational funding provided by: Case Study: Ritz-Carlton Destination Club Alex Corzo Manager of Digital Communications & CRM Marriot Vacations Worldwide How the Ritz-Carlton Destination Club enhanced the effectiveness of mobile email marketing campaigns Optimizing the Evolving Landscape of Mobile Email Marketing
  57. 57. Educational funding provided by: Pilot: Standard landing page 2
  58. 58. Educational funding provided by: Pilot: IPhone landing page • Company logo • One sentence of copy • Online form fields, arranged vertically • Button to send
  59. 59. Educational funding provided by: Enhanced mobile campaign
  60. 60. Educational funding provided by: Mobile traffic driven by email marketing Q1 Q2 Q3 Q4 2.8% 5.5% 9.6%
  61. 61. Educational funding provided by: Mobile traffic driven by email marketing Q1 Q2 Q3 Q4 2.8% 9.6% 5.5% 243% Increase
  62. 62. Educational funding provided by: Challenge: The cost of customer acquisition What’s the trend in the cost of acquiring customers?
  63. 63. Educational funding provided by:
  64. 64. Educational funding provided by: Live from IRCE Key insights from the MarketingSherpa E-commerce Benchmark Study

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