Copernica @ E-shop Expo 2010

1,657 views

Published on

Boosting conversion: an offer you can't refuse! Presentation of Copernica's Walter van der Scheer on succesful cases of ecommerce organisations, what to do and what not. Presented at E-shop Expo in Brussels, 30th of March & 1st of April

Published in: Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,657
On SlideShare
0
From Embeds
0
Number of Embeds
794
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Copernica @ E-shop Expo 2010

  1. 1. E-shop Expo Walter van der Scheer Sales manager “ An offer you can’t refuse” Dialogue marketing for webshops
  2. 2. Online marketing Social media SEO/SEA Affiliates
  3. 3. 3-5 % 97-95 % Social media SEO/SEA Affiliates Conversion No conversion Dm campaigns
  4. 4. 3-5 % 97-95 % Online marketing Social media SEO/SEA Affiliates Web traffic Dm campaigns Conversion No conversion
  5. 5. Success == Customer focus == Dialogue “ We don't want customers, we need fans.” Frits van Eerd, CEO of Jumbo supermarkets and CEO of the year 2010
  6. 6. Boosting conversion <ul><li>Three steps </li></ul><ul><li>Enriching profile data </li></ul><ul><li>Optimizing conversion </li></ul><ul><li>Campaign management </li></ul>
  7. 7. SPAM? E-mailing from Mother London Youtube: 283410 views, 575 comments
  8. 8. 1: Enriching profiles “ Be a sharpshooter, take aim before you fire and use your ammo wisely”
  9. 9. Online marketing Social media SEO/SEA Affiliates Web traffic Dm campaigns Conversion No conversion
  10. 10. Online marketing Social media SEO/SEA Affiliates Web traffic Dm campaigns Conversion No conversion
  11. 11. Enriching profiles <ul><li>Gather available data </li></ul><ul><li>Newsletter subscriptions </li></ul><ul><li>Purchase history </li></ul><ul><li>Campaign results </li></ul>
  12. 12. <ul><li>Newsletter subscribtions </li></ul><ul><li>Clear & easy form </li></ul><ul><li>Validate data </li></ul><ul><li>Double opt-in </li></ul>Enriching profiles
  13. 13. <ul><li>Updating profile data </li></ul><ul><li>Web form </li></ul><ul><li>“ My”-pages </li></ul>Enriching profiles
  14. 14. <ul><li>Who said print is dead? </li></ul><ul><li>E-mail marketing without addresses? </li></ul><ul><li>Postcard referring to personal URL </li></ul><ul><li>Following up bounces </li></ul><ul><li>Following up non-response </li></ul>Enriching profiles
  15. 15. <ul><li>Personalized files </li></ul><ul><li>E-coupons </li></ul><ul><li>Offers </li></ul><ul><li>Brochures </li></ul><ul><li>Whitepapers </li></ul>Enriching profiles
  16. 16. You have 1 message in your inbox Enriching profiles
  17. 17. You have 1 message in you inbox Enriching profiles
  18. 18. Enriching profiles
  19. 19. 2: Conversion “ Sometimes conversion is waiting for that little extra push.”
  20. 20. Online marketing Social media SEO/SEA Affiliates Web traffic Dm campaigns Conversion No conversion
  21. 21. <ul><li>No orders yet </li></ul><ul><li>Have you registered contact data? </li></ul><ul><li>Abandoned shopping cart </li></ul><ul><li>Targeted follow-up </li></ul>Online marketing SEO/SEA Affiliates Web traffic No conversion Dm campaigns Social media Conversion
  22. 22. <ul><li>Jimmy and Jill – B2C </li></ul><ul><li>Profile page </li></ul><ul><li>Shopping cart </li></ul><ul><li>Newsletter subscriptions </li></ul>Conversion
  23. 23. <ul><li>Abandoned shopping cart </li></ul><ul><li>Why do visitors abort the order process? </li></ul><ul><li>(Re-)consideration </li></ul><ul><li>Hidden costs </li></ul><ul><li>Wish-lists </li></ul><ul><li>Integrate your order process as a possible campaign trigger in your marketing software </li></ul>Conversion
  24. 24. <ul><li>Good offers </li></ul><ul><li>Enrich profiles </li></ul><ul><li>Customize your offer </li></ul><ul><li>“ no post&package” is a more effective pay off than “delivered tomorrow”. </li></ul>Conversion
  25. 25. Good offers E-coupons have conversion rates as high as 60% and over! Conversion
  26. 26. Online marketing Social media SEO/SEA Affiliates Web traffic Dm campaigns Conversion No conversion
  27. 27. <ul><li>Order placed </li></ul><ul><li>New customer? </li></ul><ul><li>Cross- and up-selling opportunities </li></ul><ul><li>Customer satisfaction survey </li></ul><ul><li>Recommendations </li></ul>Online marketing SEO/SEA Affiliates Web traffic Conversion Dm campaigns Social media No conversion
  28. 28. <ul><li>Cross- and up-selling </li></ul><ul><li>Recommendation engine </li></ul><ul><li>Collaborative filtering </li></ul><ul><li>Adaptive cross-merchandising </li></ul><ul><li>Suggestive selling </li></ul>Conversion
  29. 29. <ul><li>Customer satisfaction </li></ul><ul><li>Directly after purchase or delivery </li></ul><ul><li>Satisfied? Create brand ambassadors </li></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>Tips </li></ul></ul><ul><ul><li>Answering customer’questions </li></ul></ul><ul><li>Not (entirely) satisfied? </li></ul><ul><ul><li>Listen to your customer </li></ul></ul><ul><ul><li>Optimize your processes </li></ul></ul>Conversion
  30. 30. 3: Campaign management “ Relevancy is a 360 degrees experience.”
  31. 31. <ul><li>Campaign results </li></ul><ul><li>Enrich your profile </li></ul><ul><li>Adapt to individual preferences </li></ul>Campaign management
  32. 32. <ul><li>Individualized offer </li></ul><ul><li>Through dynamic feeds </li></ul><ul><li>A personal offer for each recipient </li></ul>Campaign management
  33. 33. Individualized offer Campaign management
  34. 34. <ul><li>What is response? </li></ul><ul><li>Impressions </li></ul><ul><li>Clicks </li></ul><ul><li>Profile activity </li></ul><ul><li>Orders </li></ul><ul><li>Non-response </li></ul><ul><li>Bounces </li></ul><ul><li>Unsubscriptions </li></ul>Campaign management
  35. 35. Campaign management
  36. 36. Campaign management
  37. 37. <ul><li>Customer life cycle </li></ul><ul><li>Birthday </li></ul><ul><li>Abandoned shopping cart </li></ul><ul><li>First purchase </li></ul><ul><li>End of guarantee </li></ul><ul><li>One year without purchase </li></ul><ul><li>Survey after purchase </li></ul><ul><li>Cross- and up-selling </li></ul><ul><li>Loyalty programme </li></ul><ul><li>Invitations </li></ul><ul><li>Five years as customer </li></ul>Campaign management
  38. 38. <ul><li>The 8 limiting conditions of dialogue marketing </li></ul><ul><li>Build a central database. </li></ul><ul><li>Create campaigns to enhance website traffic. </li></ul><ul><li>Be relevant to each contact. </li></ul><ul><li>Reach every contact. </li></ul><ul><li>Remove or lower conversion tresholds. </li></ul><ul><li>Adjust according to results. </li></ul><ul><li>What do customers think of you? </li></ul><ul><li>Automate your campaigns. </li></ul><ul><li>For this, you need powerful marketing software. </li></ul>
  39. 39. <ul><li>Copernica Marketing Software </li></ul><ul><li>The most complete marketing software for campaigns with: </li></ul><ul><li>E-mail, web, sms, pdf, surveys </li></ul><ul><li>Multi-lingual: Dutch, English, French </li></ul><ul><li>Real-time results </li></ul><ul><li>Powerful personalization </li></ul><ul><li>Excellent deliverability </li></ul><ul><li>1900+ marketers / 150+ partners </li></ul><ul><li>SOAP API / webshop integration </li></ul><ul><li>Special partner license available </li></ul>
  40. 40. References
  41. 41. Copernica Marketing Software
  42. 42. Copernica Marketing Software
  43. 43. Copernica Marketing Software
  44. 44. License fees (end-users) Get started! An offer you can’t refuse! Online training: € 225,- Initial Monthly License - € 150,- Users 1-5* - € 50,- 6-10* - € 25,- > 10* - € 10,- * Per user
  45. 45. Verzendkosten An offer you can’t refuse! Online training: € 225,- Get started! Variable rates E-mail (per message sent) € 0,02 - € 0,002 Sms (per message sent) € 0,12 - € 0,08 Webpages (per page per month) € 2 - € 1
  46. 46. Thank you! Walter van der Scheer Sales manager T: +31 (0)23-7510500 E: Walter.vanderscheer@copernica.com Linkedin: www.linkedin.com/in/waltervdscheer Would you like to receive: 1: Sheets 2: Special whitepaper for webshops 3: Offer! Then please leave me your business card!

×