Website personalization: The best way to boost your conversion rates
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Website personalization: The best way to boost your conversion rates

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Website personalization: The best way to boost your conversion rates Website personalization: The best way to boost your conversion rates Presentation Transcript

  • Website Personalisation:the best way to boost yourconversion ratesGraham CookeCEOgraham@qubitproducts.comIan McCaigCMOian@qubitproducts.comFriday, 3 May 13
  • Agenda-A brief history of personalisation-Which data should you collect and how should youcollect it-Discovering useful insights: which segments are youlooking for-Delivering personalisations-Personalisations: winning case studies-Q & AFriday, 3 May 13
  • 52% agree that ‘the abilityto personalize web contentis fundamental to theironline strategy’Source: Econsultancy 2013Friday, 3 May 13
  • Better conversionsIncremental trafficNew marketsConversion is one of your biggest levers for growth onlineFriday, 3 May 13
  • Looking towards the future5PERSONALISATIONRetrospectivelyMETHODAll usersUSER TARGETING CUSTOMISATIONa bvs.Retrospectively/ Real timeSegment Rules:Messaging focusRetrospectively/ Real timeIndividualRememberspreferencesFull integration with3rd party datasources such asSITE WIDETest and DeploySTATERules basedINDIVIDUAL CRMPERSONALISATIONREAL TIME/PLUG IN PLAYPredictive/ Real timeIndividual OfferPredictive algorithmmakes decisionE.g. PersonalisedFriday, 3 May 13
  • Ineffective traffic and conversion strategies drive down ROI6AttractionHigh investmentin driving traffic,rising CPA costs92% of peopledon’t buyOn-sitePoor returnon investmentfor all involvedReturnFriday, 3 May 13
  • Poll: What kind(s) ofpersonalisation, if any, areyou doing at the moment?-Re-marketing-Product recommendations-Rules-based site personalization-Individual personalization-Basket abandonmentFriday, 3 May 13
  • A brief history ofpersonalisationFriday, 3 May 13
  • Consumers have got used to great experiencesFriday, 3 May 13
  • They are empowered!Friday, 3 May 13
  • Facebook/Google/Apple generationInnovative companies are designed with today’s customer in mindFriday, 3 May 13
  • Creating new a heartaround digitalFacebook/Google/Apple generationInnovative companies are designed with today’s customer in mindFriday, 3 May 13
  • Data drivenCreating new a heartaround digitalFacebook/Google/Apple generationInnovative companies are designed with today’s customer in mindFriday, 3 May 13
  • They know one size doesn’t fit allFriday, 3 May 13
  • What’s the solution?Friday, 3 May 13
  • KeyproductsBestsellerSpecialofferLateststockPersonalisation has existed for a long timeFriday, 3 May 13
  • Website personalisation is more than recommendations17RecommendationsFriday, 3 May 13
  • Website personalisation is more than recommendations17Theme and layout RecommendationsFriday, 3 May 13
  • Website personalisation is more than recommendations17MessagingTheme and layout RecommendationsFriday, 3 May 13
  • Website personalisation is more than recommendations17Messaging OffersTheme and layout RecommendationsFriday, 3 May 13
  • Website personalisation is more than recommendations17Messaging Offers AnnouncementsTheme and layout RecommendationsFriday, 3 May 13
  • Website personalisation is more than recommendations17Messaging Offers AnnouncementsTheme and layout Recommendations WidgetsFriday, 3 May 13
  • For all the different types of people who visit your site...18Basket casesPeople who put thingsin their basket anddon’t buyLost soulsOn site search userswho never find whattheyre looking forFirst timersNew users in needof brand reassurancebefore they engageCareful spendersPeople who leave longgaps between makingpurchasesFriday, 3 May 13
  • ...And for all the different technologies too19RecommendationsLive helpMerchandisingReviews RetargetingFriday, 3 May 13
  • Modern businessesshould be able to enjoy 10%conversion ratesFriday, 3 May 13
  • How can you personalise?Friday, 3 May 13
  • Poll: What are your biggestchallenges withpersonalisation?-Bad data-Lack of resources/expertise-Technology not delivering ROI-IT roadblocks-Privacy lawsFriday, 3 May 13
  • 72% agree they‘understandimportance ofpersonalisation,but don’t know how todo it’.Friday, 3 May 13
  • To what extent do youregard the following asbarriersto adopting orimproving websitepersonalisation?Friday, 3 May 13
  • Leverage data and expertise to create personalised contentand recommendation strategies25RevenueLess valuable productsTopperformersMediumperformersLowperformersExpertcurationAutomatedrecommendationUserselectionFriday, 3 May 13
  • Effective personalisationneeds to drive abusiness revolutionFriday, 3 May 13
  • Choose the right mixof technologiesFriday, 3 May 13
  • Poll: What kind(s) oftechnology are you using?-Tag management-Web analytics-Web diagnostics-AB testing-On site appsFriday, 3 May 13
  • At a recent talk we saw these resultsTechnology0 25 50 75 1002101889212Tag ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site appsFriday, 3 May 13
  • The fundamental personalisation stepsCollect theright dataFindinsightsPersonalisecontentTest,measureandevolveFriday, 3 May 13
  • Get the right skills in houseFriday, 3 May 13
  • Businesses used to have a head of electricity...Friday, 3 May 13
  • Building an organisation for the futureDevelopmentFriday, 3 May 13
  • DevelopmentDigitalMarketingBuilding an organisation for the futureFriday, 3 May 13
  • DevelopmentAcquisitionMerchandisingRetentionBuilding an organisation for the futureFriday, 3 May 13
  • DevelopmentAcquisitionMerchandisingRetentionAnalyst /Data ScientistAgencyBuilding an organisation for the futureFriday, 3 May 13
  • the shortage in data scientists by2017190KNew skills are in demandFriday, 3 May 13
  • What data shouldyou collect?Friday, 3 May 13
  • Visitor behaviour has changed; traditional tools don’t workThen: The purchase Now: The costumerdecision journeyAwarenessFamiliarityConsiderationPurchaseLoyaltyEvaluateCommitExperienceConsider BuyInteresttriggerDecisiontriggerFriday, 3 May 13
  • More advanced models are now requiredQuantitative dataUniversal Variable structuresall the data from each pageYour productsare hard tofind<<description><price><image><colour>Qualitative dataVisitor Opinion gathersuseful insightFriday, 3 May 13
  • Discovering insights:which segments are you looking for?Friday, 3 May 13
  • The average US customer coming to a UKwebsite is worth over three times as muchas a UK customer to your businessFriday, 3 May 13
  • Visitors arriving at lunchtime are 33%more likely to purchase than at othertimes of the dayThe worst day to have a saleis Wednesday on a morningFriday, 3 May 13
  • The average UK Safari user spends roughly£30 more on technology per purchasethan Firefox, Chrome andInternet Explorer users.Chrome users are the most pricesensitive - they’re 7% more likelyto complain about price!Friday, 3 May 13
  • Delivering personalisationsFriday, 3 May 13
  • A new means of delivery, led by the marketerA presentation layerDiscovering insights,delivering content, offers andwidgets to your site; throughyour browserCMSA data layerTag Management deploysyour technologies andaligns your dataWebsiteFriday, 3 May 13
  • It can help your business work more efficientlyDevelopmentAnalyst /Data ScientistAgencyMerchandisingOptimisationRetentionFriday, 3 May 13
  • Test, measure and evolveFriday, 3 May 13
  • A need for constant measurementFriday, 3 May 13
  • Worked exampleFriday, 3 May 13
  • 51French ConnectionFriday, 3 May 13
  • 52Behavioural dataFriday, 3 May 13
  • 53InsightPaid and natural search had low conversions and complained about priceFriday, 3 May 13
  • 54ContentAn on-page message layerA simple messageencouraging this segmentto buy and experiment withFCUK products.Friday, 3 May 13
  • 55ExecutionThe message was served to all visitors on paid and natural searchFriday, 3 May 13
  • 56Performance7.3%conversion upliftFriday, 3 May 13
  • 57Single workflowBehavioural data Insight Content Execution PerformanceSingle workflowtwo weeksFriday, 3 May 13
  • Case studiesFriday, 3 May 13
  • 13% conversion upliftFor Childrensalon59Visitors from key strategicmarkets, identified bygeolocation.For each of the targetmarkets,a message layer wascreatedin the visitor’s nativelanguage, asking whetherthey would liketo ‘live chat’ with acustomer servicesrepresentative.Friday, 3 May 13
  • 7% conversion upliftFor Crew Clothing60New visitorsencounteringthe brand for the firsttime.Three layers designedto increase brandengagement; email sign-up, free delivery andcustomer servicepromise.Friday, 3 May 13
  • 33% conversion upliftFor Stylistpick61New users on theirfirst pageview.Three message layers werecreated to encourage emailsign up, offer free deliveryand reinforce the customerservice promise.Friday, 3 May 13
  • Closing thoughtFriday, 3 May 13
  • EcommercebeginsThe world is going back to being personal!63web3.0Village store Super stores ExperientialThe high street The personalweb1915 2015Friday, 3 May 13
  • Be the first to get our personalisation research64Whitepaper:bit.ly/quresearchNext webinar:bit.ly/quwebinarwww.qubitproducts.comFriday, 3 May 13
  • ThanksGraham CookeCEOgraham@qubitproducts.comIan McCaigCMOian@qubitproducts.comFriday, 3 May 13
  • Q&AFriday, 3 May 13