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Increasing Conversions with Progressive Mobile Marketing - Chad Ledford, Add Shoppers

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Bronto Summit 2017

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Increasing Conversions with Progressive Mobile Marketing - Chad Ledford, Add Shoppers

  1. 1. Copyright © 2017
  2. 2. Copyright © 2017Copyright © 2017 AddShoppers will be talking about its own products and/or services, which it makes available directly to customers. The statements and opinions contained herein are those of AddShoppers and not of Oracle. Oracle has not verified any statements or claims herein and assumes no responsibility for such statements or claims. CAUTIONARY NOTE:
  3. 3. Copyright © 2017Copyright © 2017 The most important screens are now the small ones, but mobile conversion rates are 2.3x lower than desktop. Time for mobile marketing to get smarter. Increasing Conversions with Progressive Mobile Marketing #brontosummit
  4. 4. Copyright © 2017Copyright © 2017 The leading On-site Marketing Platform (OMP) for Commerce. We believe on-site marketing should be as agile + powerful as email marketing. 1,000+ brands worldwide agree with us. AddShoppers
  5. 5. Copyright © 2017Copyright © 2017 • The world we live in • 2016 Trends • Mobile marketing tactics that crushed it Agenda
  6. 6. Copyright © 2017Copyright © 2017 The world we live in
  7. 7. Copyright © 2017Copyright © 2017 The most important screens are now the small ones, but mobile conversion rates are 2.3x lower than desktop. Time for mobile marketing to get smarter. #brontosummit Purchases… Are made anytime, anyplace, anywhere.
  8. 8. Copyright © 2017Copyright © 2017 The most important screens are now the small ones, but mobile conversion rates are 2.3x lower than desktop. Time for mobile marketing to get smarter. #brontosummit Tech continues to change buying. Local > Online > Marketplace > Social > Mobile > Subscription
  9. 9. Copyright © 2017Copyright © 2017 The most important screens are now the small ones, but mobile conversion rates are 2.3x lower than desktop. Time for mobile marketing to get smarter. #brontosummit You must be digitally quick. The shelf life of a marketing tactic continues to shorten from years to months.
  10. 10. Copyright © 2017Copyright © 2017 The most important screens are now the small ones, but mobile conversion rates are 2.3x lower than desktop. Time for mobile marketing to get smarter. #brontosummit New marketing helps lift performance Advertisements, referrals, contests, content, videos, re-design, social campaigns, experiences, etc.
  11. 11. Copyright © 2017Copyright © 2017 The most important screens are now the small ones, but mobile conversion rates are 2.3x lower than desktop. Time for mobile marketing to get smarter. #brontosummit But all marketing eventually falls Marketers kill everything good.
  12. 12. Copyright © 2017Copyright © 2017 The most important screens are now the small ones, but mobile conversion rates are 2.3x lower than desktop. Time for mobile marketing to get smarter. #brontosummit Mobile Commerce is moving much faster compared to desktop commerce.
  13. 13. Copyright © 2017 Device Type Conversion Rate Desktop 4.66% Tablets 3.89% Smartphones 1.43% Mobile conversion rates are lower
  14. 14. Copyright © 2017Copyright © 2017 12+ touch points versus Only 1-3 touch points on desktop Mobile traffic requires more touchpoints
  15. 15. Copyright © 2017Copyright © 2017 “Your mobile strategy should be built around generating a micro moment and capturing secondary conversions.” The concept of Micro Moments Tweet This
  16. 16. Copyright © 2017Copyright © 2017 • Happens Real-time • Consistent With Brand • Useful For Customer What’s a Micro Moment? Discover Brand Conversion
  17. 17. Copyright © 2017Copyright © 2017 The following combinations are Micro Moments & can only be measured with a strong revenue attribution model. Micro Moments
  18. 18. Copyright © 2017Copyright © 2017 Micro Moments + the evolution of advertising: 60s TV Print In-store Catalog Ad distribution Sales distribution Radio
  19. 19. Copyright © 2017Copyright © 2017 Micro moments + the evolution of advertising: 00s TV Print In-store Catalog Ad distribution Sales distribution Banners SEM Website Ebay / Amazon Email Radio
  20. 20. Copyright © 2017Copyright © 2017 Micro moments + the evolution of advertising: 10s Cable TV Print Digital News In-store Catalog Ad distribution Sales distribution Desktop Banners PPC / SEO / PLAs Desktop Website Ebay / Amazon Email Earned Social Owned Apps Owned Content Mobile Banners Affiliates / Comparison Paid Social Internet TV Radio Internet Radio Paid App Ads CRM Targeting Sponsored Content Etsy / Rakuten / Jet / Etc Mobile Website In-store Pickup Pinterest Buy / Facebook Buy Other Mobile App
  21. 21. Copyright © 2017 Level Defined Good Cookie a visitor for remarketing Better Capture a visitor's e-mail address Best Getting a visitor to create an account Ultimate Generating a customer referral Hierarchy of Secondary Conversions
  22. 22. Copyright © 2017 Good Better Best Ultimate Retargeting Email Marketing Account Creations Customer Referral Total Attributed Revenue $100 $500 $800 $500 Total Unique Customers 300 100 75 50 Value Per Unique Customer $0.33 $5.00 $10.67 $10.00 Margin 30% 30% 30% 30% Target Acquisition Cost $0.10 / per cookie $1.50 / per e-mail $3.20 / per account $3.00 / per referral Value of a secondary conversion
  23. 23. Copyright © 2017Copyright © 2017 2016 Trends
  24. 24. Copyright © 2017Copyright © 2017 Pushed to the bottom of web pages “bottoms up” mentality Push vs Pull Customer Expectations Site notifications
  25. 25. Copyright © 2017Copyright © 2017 Bring content to customers Performs approximately 6x greater than main hero image on an eCommerce site. The power of notifications
  26. 26. Copyright © 2017Copyright © 2017 Adds movement without being intrusive. Consistently outperforms popups of any type by 8-12% for email acquisitions. Notifications for e-mail acquisition
  27. 27. Copyright © 2017Copyright © 2017 7 (desktop) was the max number of decisions a person can handle and feel reasonably confident about their choice. 3 (mobile) The maximum number of decisions a user can handle Call-to-actions Made to Stick by Chip Heath
  28. 28. Copyright © 2017Copyright © 2017 On desktop - the most popular tactic is mouse tracking. On-site Abandonment strategies On mobile - we’ve seen 3 ways to capture abandonment. 1.When a customer scrolls up quickly 2.When a customer opens a new tab 3.When a customer clicks the back button
  29. 29. Copyright © 2017Copyright © 2017 Educating customers vs. incentivizing customers •Video •Comparison tables •User Generated Content Don’t use blocks of txt on mobile - no one reads. Educational delivery Xero Shoes Directing to a perfect fit guide lifted conversion rates 360% - compared to 10% off for e-mail acquisition.
  30. 30. Copyright © 2017Copyright © 2017 32.8% increase in conversions Social account creators that actively buy products Social login boost
  31. 31. Copyright © 2017Copyright © 2017 Email Registration + Social sharing We’ve seen e-mail capture rates of 40-70% of total traffic. Social based giveaways
  32. 32. Copyright © 2017 Content 15% off $100 value item Gross Emails 10,000 14,000 Gross Conversions 5% 5% Average Order Value $50 $50 Total Revenue $25,000 $35,000 Cost of Promotion ($3,750) ($1,250) Gross Revenue $21,250 $33,800 Contest impact
  33. 33. Copyright © 2017Copyright © 2017 Video on a landing page can increase conversion by Video > Photographs Source: Demand Metric B2B Video Marketing Benchmark and Best Practices Report
  34. 34. Copyright © 2017Copyright © 2017 Gentleman’s Box- video useage +1,888% Video views compared to only hosted on Youtube.
  35. 35. Copyright © 2017Copyright © 2017 Smartphone conversion rates are up 64% compared to average desktop conversion rates. Source: CMS Report
  36. 36. Copyright © 2017Copyright © 2017 The Future of Mobile Marketing
  37. 37. Copyright © 2017Copyright © 2017 80% of social media interactions occur on mobile devices. Source: Marketing Land
  38. 38. Copyright © 2017Copyright © 2017 MiiR - mobile social login in action +229% than average mobile conversion
  39. 39. Copyright © 2017Copyright © 2017 +463% than average mobile conversion Suja - notifications in action
  40. 40. Copyright © 2017Copyright © 2017 Nine Line Apparel - mobile video content in action +613% than average mobile conversion
  41. 41. Copyright © 2017Copyright © 2017 70% of companies are not collecting user data from social media… & two- thirds of all Americans are on a social network. Source: Data & Marketing Association
  42. 42. Copyright © 2017Copyright © 2017 Snapchat +13% Purchase intent lift. Reach + interact with customers.
  43. 43. Copyright © 2017Copyright © 2017 • 84% of ad revenue is from mobile • Facebook Live videos are watched 3x longer than regular videos Facebook
  44. 44. Copyright © 2017Copyright © 2017 Instagram 33.8x Return on ad spend directly from Instagram
  45. 45. Copyright © 2017Copyright © 2017 Ai =/= Machine Learning Only 24% of businesses are using Ai for machine learning. Source: eMarketer Artificial Intelligence Roundup 2017
  46. 46. Copyright © 2017Copyright © 2017 Looking Forward Source: eMarketer Artificial Intelligence Roundup 2017
  47. 47. Copyright © 2017Copyright © 2017 More value out of data Source: eMarketer Artificial Intelligence Roundup 2017
  48. 48. Copyright © 2017Copyright © 2017 Thank You chad@addshoppers.com Twitter: @ChadLedford | Instagram: chadledford
  49. 49. Copyright © 2017Copyright © 2017 Single text column with photo Dae et et qui idestem nonseque non con por sus aut quis cus adianis estiis andi recumet quam, officaecae coremquos. SLIDE TITLE
  50. 50. Copyright © 2017Copyright © 2017 • Bullet Content - Dae et et qui idestem nonseque non con por • Bullet Content - Dae et et qui idestem nonseque non con por • Bullet Content - Dae et et qui idestem nonseque non con por BULLET CONTENT
  51. 51. Copyright © 2017 HEADING HEADING HEADING HEADING HEADING Row Title Content Content Content Content Row Title Content Content Content Content Row Title Content Content Content Content Row Title Content Content Content Content Row Title Content Content Content Content Row Title Content Content Content Content TABLE EXAMPLE
  52. 52. Copyright © 2017 COLOR PALETTE The color palettes should display the Bronto palette. If not, you can grab the colors from the swatches below with the eyedropper tool. COLORS & LOGOS Font: Calibri Regular & Calibri Bold

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