080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008
Personalizing and segmenting your marketing efforts to more effectively target your customers “ ROI improvement beyond the landing page” <ul><li>Michael Klazema, Director, Web Marketing & CRM, DYMO </li></ul>
The right focus Visitors More visitors 100 1% more 1% more sales Visitors More visitors Buyers Bigger buyers $100 1% more 1% more sales Buyers Bigger buyers Visitors More buyers 100% 1% more 33% more sales Visitors More buyers
Total population Market Known View Satisfied Retain Considering Visit Retail Performance Improvement Retail waterfall Buy
Marketing experiments <ul><li>A/B en multi variate tests </li></ul><ul><li>Start with category profiling </li></ul><ul><li>Continue with email </li></ul><ul><li>Generating more product reviews to increase sales </li></ul><ul><li>Skip buy now / 30 day money back guarantee </li></ul><ul><li>High cost / high converting keywords </li></ul><ul><li>Existing customer or not? (2x) </li></ul>
3 Actionable take-aways <ul><li>Focus on one or two key golden segmentation variables for your personalization </li></ul><ul><li>Understand clearly where in your online sales funnel you have the largest drop off in conversion for which segment </li></ul><ul><li>Ease of effort x cost x expected conversion improvement = priority </li></ul>
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