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Website Personalisation:the best way to boost yourconversion ratesGraham CookeCEOgraham@qubitproducts.comIan McCaigCMOian@...
Agenda-A brief history of personalisation-Which data should you collect and how should youcollect it-Discovering useful in...
52% agree that ‘the abilityto personalize web contentis fundamental to theironline strategy’Source: Econsultancy 2013Frida...
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/...
Ineffective traffic and conversion strategies drive down ROI6AttractionHigh investmentin driving traffic,rising CPA costs9...
Poll: What kind(s) ofpersonalisation, if any, areyou doing at the moment?-Re-marketing-Product recommendations-Rules-based...
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 ...
Data drivenCreating new a heartaround digitalFacebook/Google/Apple generationInnovative companies are designed with today’...
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...
Website personalisation is more than recommendations17Messaging Offers AnnouncementsTheme and layout Recommendations Widge...
For all the different types of people who visit your site...18Basket casesPeople who put thingsin their basket anddon’t bu...
...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 ...
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 productsTopp...
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,...
At a recent talk we saw these resultsTechnology0 25 50 75 1002101889212Tag ManagementWeb AnalyticsWeb DiagnosticsPersonali...
The fundamental personalisation stepsCollect theright dataFindinsightsPersonalisecontentTest,measureandevolveFriday, 3 May...
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 ...
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 journeyAwarenessFa...
More advanced models are now requiredQuantitative dataUniversal Variable structuresall the data from each pageYour product...
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 ...
Visitors arriving at lunchtime are 33%more likely to purchase than at othertimes of the dayThe worst day to have a saleis ...
The average UK Safari user spends roughly£30 more on technology per purchasethan Firefox, Chrome andInternet Explorer user...
Delivering personalisationsFriday, 3 May 13
A new means of delivery, led by the marketerA presentation layerDiscovering insights,delivering content, offers andwidgets ...
It can help your business work more efficientlyDevelopmentAnalyst /Data ScientistAgencyMerchandisingOptimisationRetentionF...
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...
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 target...
7% conversion upliftFor Crew Clothing60New visitorsencounteringthe brand for the firsttime.Three layers designedto increase...
33% conversion upliftFor Stylistpick61New users on theirfirst pageview.Three message layers werecreated to encourage emails...
Closing thoughtFriday, 3 May 13
EcommercebeginsThe world is going back to being personal!63web3.0Village store Super stores ExperientialThe high street Th...
Be the first to get our personalisation research64Whitepaper:bit.ly/quresearchNext webinar:bit.ly/quwebinarwww.qubitproduct...
ThanksGraham CookeCEOgraham@qubitproducts.comIan McCaigCMOian@qubitproducts.comFriday, 3 May 13
Q&AFriday, 3 May 13
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Website personalization: The best way to boost your conversion rates

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

  1. 1. Website Personalisation:the best way to boost yourconversion ratesGraham CookeCEOgraham@qubitproducts.comIan McCaigCMOian@qubitproducts.comFriday, 3 May 13
  2. 2. 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
  3. 3. 52% agree that ‘the abilityto personalize web contentis fundamental to theironline strategy’Source: Econsultancy 2013Friday, 3 May 13
  4. 4. Better conversionsIncremental trafficNew marketsConversion is one of your biggest levers for growth onlineFriday, 3 May 13
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. A brief history ofpersonalisationFriday, 3 May 13
  9. 9. Consumers have got used to great experiencesFriday, 3 May 13
  10. 10. They are empowered!Friday, 3 May 13
  11. 11. Facebook/Google/Apple generationInnovative companies are designed with today’s customer in mindFriday, 3 May 13
  12. 12. Creating new a heartaround digitalFacebook/Google/Apple generationInnovative companies are designed with today’s customer in mindFriday, 3 May 13
  13. 13. Data drivenCreating new a heartaround digitalFacebook/Google/Apple generationInnovative companies are designed with today’s customer in mindFriday, 3 May 13
  14. 14. They know one size doesn’t fit allFriday, 3 May 13
  15. 15. What’s the solution?Friday, 3 May 13
  16. 16. KeyproductsBestsellerSpecialofferLateststockPersonalisation has existed for a long timeFriday, 3 May 13
  17. 17. Website personalisation is more than recommendations17RecommendationsFriday, 3 May 13
  18. 18. Website personalisation is more than recommendations17Theme and layout RecommendationsFriday, 3 May 13
  19. 19. Website personalisation is more than recommendations17MessagingTheme and layout RecommendationsFriday, 3 May 13
  20. 20. Website personalisation is more than recommendations17Messaging OffersTheme and layout RecommendationsFriday, 3 May 13
  21. 21. Website personalisation is more than recommendations17Messaging Offers AnnouncementsTheme and layout RecommendationsFriday, 3 May 13
  22. 22. Website personalisation is more than recommendations17Messaging Offers AnnouncementsTheme and layout Recommendations WidgetsFriday, 3 May 13
  23. 23. 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
  24. 24. ...And for all the different technologies too19RecommendationsLive helpMerchandisingReviews RetargetingFriday, 3 May 13
  25. 25. Modern businessesshould be able to enjoy 10%conversion ratesFriday, 3 May 13
  26. 26. How can you personalise?Friday, 3 May 13
  27. 27. Poll: What are your biggestchallenges withpersonalisation?-Bad data-Lack of resources/expertise-Technology not delivering ROI-IT roadblocks-Privacy lawsFriday, 3 May 13
  28. 28. 72% agree they‘understandimportance ofpersonalisation,but don’t know how todo it’.Friday, 3 May 13
  29. 29. To what extent do youregard the following asbarriersto adopting orimproving websitepersonalisation?Friday, 3 May 13
  30. 30. Leverage data and expertise to create personalised contentand recommendation strategies25RevenueLess valuable productsTopperformersMediumperformersLowperformersExpertcurationAutomatedrecommendationUserselectionFriday, 3 May 13
  31. 31. Effective personalisationneeds to drive abusiness revolutionFriday, 3 May 13
  32. 32. Choose the right mixof technologiesFriday, 3 May 13
  33. 33. Poll: What kind(s) oftechnology are you using?-Tag management-Web analytics-Web diagnostics-AB testing-On site appsFriday, 3 May 13
  34. 34. At a recent talk we saw these resultsTechnology0 25 50 75 1002101889212Tag ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site appsFriday, 3 May 13
  35. 35. The fundamental personalisation stepsCollect theright dataFindinsightsPersonalisecontentTest,measureandevolveFriday, 3 May 13
  36. 36. Get the right skills in houseFriday, 3 May 13
  37. 37. Businesses used to have a head of electricity...Friday, 3 May 13
  38. 38. Building an organisation for the futureDevelopmentFriday, 3 May 13
  39. 39. DevelopmentDigitalMarketingBuilding an organisation for the futureFriday, 3 May 13
  40. 40. DevelopmentAcquisitionMerchandisingRetentionBuilding an organisation for the futureFriday, 3 May 13
  41. 41. DevelopmentAcquisitionMerchandisingRetentionAnalyst /Data ScientistAgencyBuilding an organisation for the futureFriday, 3 May 13
  42. 42. the shortage in data scientists by2017190KNew skills are in demandFriday, 3 May 13
  43. 43. What data shouldyou collect?Friday, 3 May 13
  44. 44. Visitor behaviour has changed; traditional tools don’t workThen: The purchase Now: The costumerdecision journeyAwarenessFamiliarityConsiderationPurchaseLoyaltyEvaluateCommitExperienceConsider BuyInteresttriggerDecisiontriggerFriday, 3 May 13
  45. 45. 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
  46. 46. Discovering insights:which segments are you looking for?Friday, 3 May 13
  47. 47. The average US customer coming to a UKwebsite is worth over three times as muchas a UK customer to your businessFriday, 3 May 13
  48. 48. 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
  49. 49. 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
  50. 50. Delivering personalisationsFriday, 3 May 13
  51. 51. 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
  52. 52. It can help your business work more efficientlyDevelopmentAnalyst /Data ScientistAgencyMerchandisingOptimisationRetentionFriday, 3 May 13
  53. 53. Test, measure and evolveFriday, 3 May 13
  54. 54. A need for constant measurementFriday, 3 May 13
  55. 55. Worked exampleFriday, 3 May 13
  56. 56. 51French ConnectionFriday, 3 May 13
  57. 57. 52Behavioural dataFriday, 3 May 13
  58. 58. 53InsightPaid and natural search had low conversions and complained about priceFriday, 3 May 13
  59. 59. 54ContentAn on-page message layerA simple messageencouraging this segmentto buy and experiment withFCUK products.Friday, 3 May 13
  60. 60. 55ExecutionThe message was served to all visitors on paid and natural searchFriday, 3 May 13
  61. 61. 56Performance7.3%conversion upliftFriday, 3 May 13
  62. 62. 57Single workflowBehavioural data Insight Content Execution PerformanceSingle workflowtwo weeksFriday, 3 May 13
  63. 63. Case studiesFriday, 3 May 13
  64. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. Closing thoughtFriday, 3 May 13
  68. 68. EcommercebeginsThe world is going back to being personal!63web3.0Village store Super stores ExperientialThe high street The personalweb1915 2015Friday, 3 May 13
  69. 69. Be the first to get our personalisation research64Whitepaper:bit.ly/quresearchNext webinar:bit.ly/quwebinarwww.qubitproducts.comFriday, 3 May 13
  70. 70. ThanksGraham CookeCEOgraham@qubitproducts.comIan McCaigCMOian@qubitproducts.comFriday, 3 May 13
  71. 71. Q&AFriday, 3 May 13
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