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IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketing Lab

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At the MECLABS Institute Marketing Lab at the Internet Retailer Conference + Exhibition 2015, our research team reviewed hundreds of sales paths on B2C and B2B ecommerce sites — from email and PPC all the way to final purchase.

We brought these lessons back from Chicago to share with the greater marketing community in this free Web event.

In this Web event, you will learn:

∙ The three most common ways marketers are leaking revenue in their marketing and sales paths
∙ How MECLABS works with companies to optimize their sales paths and maximize marketing ROI
∙ Specific optimization advice for email, PPC and landing pages for your fellow attendees, based on more than 15 years or consumer behavior research

Published in: Marketing
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IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketing Lab

  1. 1. IRCE 2015 Wrap-Up Top takeaways in ecommerce retail from the MECLABS Marketing Lab
  2. 2. Today’s Speakers Pamela Jesseau Senior Director, Marketing MECLABS Institute Steve Stone VP, Partner Acquisition MECLABS Institute Spencer Whiting Optimization Strategist MECLABS Institute
  3. 3. Photo: John Henry Rupe The world's largest ecommerce event
  4. 4. Photo: John Henry Rupe 600 solution providers
  5. 5. 214 brand-side executive and industry expert speakers
  6. 6. and Media Center Official Marketing Lab
  7. 7. leaders and experts 47 ecommerce business
  8. 8. sales funnels reviewed 338 marketers helped and
  9. 9. Customer-First
  10. 10. Customer Service as Differentiator TAKEAWAY #1
  11. 11. “We really built our brand around service and support” “We’re a small company, but over 60% of our human resources is dedicated to customer service and support” Joseph Jaconi Tech Armor General Manager
  12. 12. 1. Treat responses to customer reviews as an extension of your brand’s voice 2. Add quality and value to the customer’s life 3. Respond to negative reviews — no matter who they’re from Joseph Jaconi Tech Armor General Manager
  13. 13. Mobile isn’t just about usability TAKEAWAY #2
  14. 14. Instead of simply having an efficient search function so shoppers could immediately find and purchase products they already knew they wanted on a site... eBags created a fun way to interact with the products by creating an adaptive mobile experience called eBags Obsession. Gregory Casey Experience Architect UX Designer and eBags
  15. 15. "...mobile offers a new context of engagement which represents a great opportunity to create unexpected experiences that delight one's customers and increases conversion rates.” Gregory Casey Experience Architect UX Designer and eBags
  16. 16. Create Something Awesome TAKEAWAY #1
  17. 17. The ‘farm to table’ organic produce boxes are almost viewed like gifts on Christmas morning when her customers receive them, part of the e-tailer’s mission – “Joy Delivered.” Cambria Jacobs Door to Door Organics VP of Marketing
  18. 18. Customers share it on social media, which the online grocery business then amplifies through the right social media channels to serve the right niche to feed the shopper relationship. Cambria Jacobs Door to Door Organics VP of Marketing
  19. 19. 2013 web sales grew60%
  20. 20. While cost will always be important, to truly create a sustainably successful ecommerce business you have to understand and serve your unique niche. Gregg Barclay Sparkfun Electronics Video Production
  21. 21. Create Something Awesome
  22. 22. Customer-First “In a world where consumers have more and more knowledge every day and more and more choice every day, that is the only way you will win.” Alexis Ohanian Co-Founder, Executive Chairman reddit
  23. 23. Customer-First Science THE MECLABS INSTITUTE APPROACH
  24. 24. The MECLABS Institute Approach MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace.
  25. 25. The MECLABS Institute Approach MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace. To accomplish that, we use the scientific method to truly discover why customers say “yes.”
  26. 26. Example Experiment The Marketer (Company Logic) (Actual MECLABS Experiment) The Customer (Customer Logic) The Marketer (Company Logic) • Customers have become cynical with our sales and marketing tactics…
  27. 27. Example Experiment The Customer (Customer Logic) (Actual MECLABS Experiment)
  28. 28. Example Experiment The Marketer (Company Logic) The Customer (Customer Logic) (Actual MECLABS Experiment) 1294% In ROI
  29. 29. Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business 54%Conversion 21%Conversion 97%Conversion 109%Conversion 31%Conversion 124%Conversion 201%Conversion 29%Conversion 15%Conversion 100%Conversion 21%Conversion137%Conversion 63%Conversion C = 4m + 3v + 2(i-f) - 2a © ec < op < ct < lp © eme = rv(of+ i) – (f + a) © fSC = lT + dT © Opr > Oprn > Ocnn © Discovering How People Make Decisions
  30. 30. Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business 54%Conversion 21%Conversion 97%Conversion 109%Conversion 31%Conversion 124%Conversion 201%Conversion 29%Conversion 15%Conversion 100%Conversion 21%Conversion137%Conversion 63%Conversion C = 4m + 3v + 2(i-f) - 2a © ec < op < ct < lp © eme = rv(of+ i) – (f + a) © fSC = lT + dT © Opr > Oprn > Ocnn © • 20+ years in the business • 20,000+ sales paths tested • 1,500+ experiments validated in our lab • 10 patented heuristics • 45 hours of classroom education • Upcoming master’s certificate in 2015 and a PhD program by 2017 The Largest Library of Benchmarks & Case Studies
  31. 31. Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business 54%Conversion 21%Conversion 97%Conversion 109%Conversion 31%Conversion 124%Conversion 201%Conversion 29%Conversion 15%Conversion 100%Conversion 21%Conversion137%Conversion 63%Conversion C = 4m + 3v + 2(i-f) - 2a © ec < op < ct < lp © eme = rv(of+ i) – (f + a) © fSC = lT + dT © Opr > Oprn > Ocnn © The Largest Library of Benchmarks & Case Studies Research ResearchResearch
  32. 32. The MECLABS Institute Approach MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace. To accomplish that, we use the scientific method to truly discover why customers say “yes.” We then help companies align themselves and their products to the customer’s desires.
  33. 33. The MECLABS Institute Approach MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace. To accomplish that, we use the scientific method to truly discover why customers say “yes.” We then help companies align themselves and their products to the customer’s desires. • We can identify market opportunities with an in-depth brand trust research study. • We can find and fix revenue leaks in your funnel through thought-sequence optimization. • We can attract, transform, and retain your marketing team with inspiration and education. • We work across all platforms: desktop, tablet, phone and mobile apps… • We work across all digital channels: email, social, website, search, etc… • We work across every stage in the customer lifecycle.
  34. 34. (Actual MECLABS Experiment) 1294% In ROI Example Experiment
  35. 35. (Actual MECLABS Experiment) 1294% In ROI Example Experiment 257% 28% The Customer (Customer Logic) 603% 302% 451% (Why Customers said “Yes”)
  36. 36. 1294% In ROI 257% 28% The Customer (Customer Logic) 603% 302% 451% Transferred Offline Direct Mail TV Billboards Call Center Example Experiment (Actual MECLABS Experiment)
  37. 37. How to learn more about Research Partnerships • Email spencer.whiting@meclabs.com • Visit MECLABS.com/Partnerships • Fill out the post-webcast survey
  38. 38. Live Optimization AUDIENCE LANDING PAGES
  39. 39. How to learn more about Research Partnerships • Email spencer.whiting@meclabs.com • Visit MECLABS.com/Partnerships • Fill out the post-webcast survey
  40. 40. MarketingSherpa.com/IRCE

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