How to take your customer from engagement to purchase
1. How to take your customer from
engagement to purchase
2. Game Changer: Strategy
Old School of Though
Marketing strategy focused on getting a
customer to purchase something TODAY.
Current Focus
Online retail is to capture customer demand and
convert the demand IMMEDIATELY
3. Cost vs Revenue
Acquisition cost of getting new customer
increase
Profit margin per conversion is
decreasing
NEED to RETAIN & MAXIMIZE Customer Lifetime
Value
4. Challenges of CLV
• Low repeat sales within
a twelve month period
of time.
• Short window period
of opportunity for
marketers. 90 days
period.
10. CLV
Calculating CLV as the sum of all purchases a
customer makes in a given time period.
CLV-
365
11. Behavior
• eCommerce customers spend 69% of their
first year’ spend within 30 days
• The fastest growing ecommerce companies
have a customer life value of 79% higher than
their peers
• The top 1 percent of customers are
worth 18 times more than the
average customer
13. Big Spender
Regardless, it’s evident that every industry has a group of
extremely high-value customers, and these customers
represent an enormous opportunity for a retailer
The ability to identify the marketing campaigns attracting these
big spenders can have a major impact on a company’s ability to
scale aggressively.
A marketing campaign that brings in a few of these “big
spenders” could be worth significantly more than a campaign
that brings in hundreds of low-value customers.
It’s not easy to analyze the ROI of a marketing campaign using
customer lifetime value, but if you’re interested in getting more
of these super-spenders, it’s what you have to do.
15. Buyer Behavior Trend
The most intense buying behavior is happening
in the first 30 days of doing business with a
company, and that behavior has strong
predictive power about what is to follow.
Customers that are outspending
their peers at 30 days have a high
likelihood of continuing to do so.
16. Customers Order Trends
Only 32% of customers
actually order a second
time over the course of
the first year.
18. Average Order Value Trends
The majority of
customers have an
average order value
less than $50.
19. Key Takeaway on CLV
This means that once a retailer gets a customer to make a second
purchase, there’s a much higher likelihood of getting that customer back
through the door a third, fourth, even fifth time.
Combine this with the knowledge that most spending happens in the first
30 days of doing business with a company, and retailers have a playbook
on how to turn first-time buyers into loyal customers.
Boost AOV represents another opportunity for retailers to boost CLV,
without the additional costs of customer acquisition through design
tweaks to improving user experience
The days of easy customer acquisition are ENDing
20. 3 most Important eMarketing basic
Know your Market Segment
Know your Buyers profile
Campaign targeting by profiling
ROI
35. Motivate your team with GAMIFICATION
Increase Sales Closure
Create a healthy
competitive environment
36. GAMIFIED
&
REWARD
Game Play
A ball token is passed around to
agent who achieved a specific
objective ie. Sales closure, FCR,
etc.
Game Objectives
o Increase Individual
Performance
o Boost Morale
o Collect Performance Data
Game Play
Each time an agent hits a KPI, he
or she gets to take a card or drop
a card. At the end of the shift,
the player with the best hand
wins
Game Objectives
o Increase Individual Performance
o Boost Morale
o Collect Performance Data
37. salamatSee you at MATRADE MALAYSIA
Yvonne Ng … yvonne.ng@anbiz.com … www.anbiz.com
