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Ecommerce Forum: Predictive Intent (Neil Hamilton)
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Ecommerce Forum: Predictive Intent (Neil Hamilton)

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Ecommerce Forum: Predictive Intent (Neil Hamilton) Ecommerce Forum: Predictive Intent (Neil Hamilton) Presentation Transcript

  • Powering Smarter MarketingIncrease conversionsthrough personalisationNeil Hamilton, Director Personalisation2nd May 2013#EcommForum
  • A True Story…
  • • New World• Australian• Full Red• Frequency = 2 bottles/weekPrice Range = £7-£15• ExperimentalMyPreferences
  • A Personalisation Journey
  • • New World• Australian• Full Red• Frequency = 2 bottles/weekPrice Range = £7-£15• ExperimentalMy preferencesare still valid
  • www.emailvision.com
  • www.emailvision.com
  • …the end.The Start foryou…
  • www.emailvision.comCompanies who are personalisingweb experiences are seeing anaverage 19% uplift in sales.Source = Econsultancy
  • ● Econsultancy stats
  • So, where do you start?
  • Understand the basic principleNewVisitorsReturningProfiledVisitorsReturning &LoyalProfiledCustomersDormantProfiledCustomers
  • Leverageexistingtemplates
  • Profiled CustomerAnonymous Visitor
  • Focus on your key ingredientAttributes Behaviour Profiles
  • Attributes
  • Use Magento extensions
  • 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
  • Measure…..
  • …. & Test
  • Summary● Personalisation is astrategy not a feature● It has proven fast ROI● You have theingredients already● You don’t have to be arocket scientist
  • Thank you! Keep in touchhttp://blog.emailvision.com/https://www.facebook.com/Emailvisionhttps://twitter.com/EmailvisionUKhttp://www.linkedin.com/company/emailvision