Personalizing and segmenting your marketing efforts to more effectively target your customers “ ROI improvement beyond the landing page” Michael Klazema, Director, Web Marketing & CRM, DYMO

Michael Klazema, Director, Web Marketing & CRM, DYMO

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

The landing page & beyond

Five online conversion steps Visit Browse Select Buy Return Visit = # visitors Browse = # visitors to specific site sections / pages Select = # carts Buy = # completed check outs Return = # repeat visitors

Online Conversion Waterfall

Conversion per step Visit Browse Select Buy Return 80% 5% 50% 45% 10.000 8000 400 200 4500 2% Numbers in 000’s

Numbers in 000’s

Conversion per step Visit Browse Select Buy Return 20% 25% 40% 10% 2% 10.000 8000 400 200 4500 Numbers in 000’s

Numbers in 000’s

Conversion per step Visit Browse Select Buy Return 20% 25% 10% 10% 0,5% 10.000 8000 400 200 4500 Numbers in 000’s

Numbers in 000’s

Marketing experiments A/B en multi variate tests Start with category profiling Continue with email Generating more product reviews to increase sales Skip buy now / 30 day money back guarantee High cost / high converting keywords Existing customer or not? (2x)

A/B en multi variate tests

Start with category profiling

Continue with email

Generating more product reviews to increase sales

Skip buy now / 30 day money back guarantee

High cost / high converting keywords

Existing customer or not? (2x)

Category profiling

Welcome to DYMO

Product reviews 5% 95% 97% willing to recommend DYMO to a friend

5%

95%

97% willing to recommend DYMO to a friend

First year results

What are the possibilities with reviews?

Improvement?

Cross sell

Standard Buy Now page

Shopping cart

Buy Now page with seal

Winner

High cost / high converting keyword

Existing customer: Label offer

Existing Customer: MyDYMO

3 Actionable take-aways Focus on one or two key golden segmentation variables for your personalization Understand clearly where in your online sales funnel you have the largest drop off in conversion for which segment Ease of effort x cost x expected conversion improvement = priority

Focus on one or two key golden segmentation variables for your personalization

Understand clearly where in your online sales funnel you have the largest drop off in conversion for which segment

Ease of effort x cost x expected conversion improvement = priority