Ecommerce Forum: Predictive Intent (Neil Hamilton)

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  • Ecommerce Forum: Predictive Intent (Neil Hamilton)

    1. 1. Powering Smarter MarketingIncrease conversionsthrough personalisationNeil Hamilton, Director Personalisation2nd May 2013#EcommForum
    2. 2. A True Story…
    3. 3. • New World• Australian• Full Red• Frequency = 2 bottles/weekPrice Range = £7-£15• ExperimentalMyPreferences
    4. 4. A Personalisation Journey
    5. 5. • New World• Australian• Full Red• Frequency = 2 bottles/weekPrice Range = £7-£15• ExperimentalMy preferencesare still valid
    6. 6. www.emailvision.com
    7. 7. www.emailvision.com
    8. 8. …the end.The Start foryou…
    9. 9. www.emailvision.comCompanies who are personalisingweb experiences are seeing anaverage 19% uplift in sales.Source = Econsultancy
    10. 10. ● Econsultancy stats
    11. 11. So, where do you start?
    12. 12. Understand the basic principleNewVisitorsReturningProfiledVisitorsReturning &LoyalProfiledCustomersDormantProfiledCustomers
    13. 13. Leverageexistingtemplates
    14. 14. Profiled CustomerAnonymous Visitor
    15. 15. Focus on your key ingredientAttributes Behaviour Profiles
    16. 16. Attributes
    17. 17. Use Magento extensions
    18. 18. Follow Best Practice● Try to show above the fold● Ideally show 6 or less products● Split test against existing block● Use emotive wording● Provide “add to basket” capability● Show star ratings if possible
    19. 19. Measure…..
    20. 20. …. & Test
    21. 21. Summary● Personalisation is astrategy not a feature● It has proven fast ROI● You have theingredients already● You don’t have to be arocket scientist
    22. 22. Thank you! Keep in touchhttp://blog.emailvision.com/https://www.facebook.com/Emailvisionhttps://twitter.com/EmailvisionUKhttp://www.linkedin.com/company/emailvision

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