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Beyond the Click- Mastering the Onsite Experience
- 2. Copyright © 2017 Blue Acorn 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 Blue Acorn 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. Copyright © 2017 90+ eCommerce Experts
- 6. Copyright © 2017 By: Chris Guerra Beyond the Click: Mastering the Onsite Experience #brontosummit @chrisjguerra
- 7. Copyright © 2017 What we will be discussing The short term solution to solve this problem 👉 MASTERING THE ONSITE EXPERIENCE
- 8. Copyright © 2017 What we will be discussing The long term solution to solve this problem 👉 EARNS YOU THE CLICK!
- 9. Copyright © 2017 • RPV blends Conversion Rate & Average Order Value. • Calculated by dividing the total revenue earned during a given time period by the number of visitors during the same time period. RPV: REVENUE PER VISITOR
- 12. Copyright © 2017 QUANTITATIVE DATA Tells you what is happening on your site Think “numbers” Tools include Google Analytics, Adobe Analytics, KISSmetrics, etc. A great place to start for deciding what qualitative data you want to capture.
- 13. Copyright © 2017 Tells you why things are happening on your site Think “voice of the customer” Tools include: Crazy Egg (heat mapping), Qualaroo (customer surveys), & Usertesting.com (user tests) QUALITATIVE DATA
- 14. Copyright © 2017
- 15. Copyright © 2017 List Segmentation👍 👍
- 16. Copyright © 2017 • Leverage your subject line interactions to understand persona data • The copy on the landing page should pick up where the email copy left off. • Begin the story in the email and leave the finale for the landing page. CARRY YOUR “SEGMENT” INTO THE WEBSITE
- 17. Copyright © 2017 I’m in a segment!
- 22. Copyright © 2017 • Category Page displaying relevant products • Copy reiterating the relationship to what I clicked • Opportunity for content describing what is “New” WHERE DID THE “METHODICAL” BUYER LAND?
- 23. Copyright © 2017 • Product Page displaying the latest color schemes • Merchandising other non-iron shirts with quick view functionality • Emphasis on “Add to Cart” WHERE SHOULD THE “SPONTANEOUS” BUYER LAND?
- 24. Copyright © 2017 WHAT IF YOU DON’T KNOW YOUR PERSONAS? A B
- 25. Copyright © 2017 TEST BEYOND THE DESTINATION
- 26. Copyright © 2017 IS MY BUYER EMOTIONAL? A +10.5% B
- 27. Copyright © 2017 +11.1% BA DON’T FORGET ABOUT MOBILE!
- 28. Copyright © 2017 TRY USER TESTING
- 29. Copyright © 2017 USE HEAT MAPPING • Understand where users are navigating upon hitting a landing page • Don’t just look at the data, do something with it! • If you want to get fancy try predictive heat mapping
- 30. Copyright © 2017 PREDICTIVE HEAT MAPPING: VERSION 1
- 31. Copyright © 2017 PREDICTIVE HEAT MAPPING: VERSION 2
- 32. Copyright © 2017 PREDICTIVE HEAT MAPPING: VERSION 3
- 33. Copyright © 2017 ASK YOUR USERS • People want to buy from you! • When someone hits a landing page, don’t be afraid to ask questions. • Just make sure you do something with the data!
- 34. Copyright © 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
- 35. Copyright © 2017
- 36. Copyright © 2017
- 37. Copyright © 2017
- 38. Copyright © 2017
- 39. Copyright © 2017
- 40. Copyright © 2017
- 41. Copyright © 2017
- 42. Copyright © 2017
- 43. Copyright © 2017 Don’t Be “That” Site 😅
- 44. Copyright © 2017 Use data to go beyond the click and master the onsite experience 👍
- 45. Copyright © 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
- 46. Copyright © 2017 Thank You Chris Guerra Chris@Blueacorn.com @chrisjguerra
Editor's Notes
- More people
- Our approach to solving problems: Radical Change (implementation) & Radical Improvement (optimization)
- It is important to begin our discovery process and future strategic sessions by defining the overarching goals we are trying to accomplish Larger company goals should help frame the discussion even if they are not directly tied to optimizing the customer’s experience What are we trying to accomplish as an organization What goal do we have for our customers Do we have major initiatives in the pipeline or changes to product mix and offerings We should try to define measurable and achievable goals for the year that will help us assess the success of our larger roadmap and guide expectations and efforts in ensuing years These goals should be quantified They should be aligned with larger company goals They should We should define quarterly goals which will help narrow our focus and develop a manageable number of themes Quarterly goals should be set up to build toward the annual goals They should be quantified They should be limited to 2 or 3 goals which we can directly build themes around We should identify constraints which are likely to impact our ability to achieve certain goals or hamper execution in any meaningful way. (ie the availability and velocity of developmental resources, factors imposed by partners or 3rd parties, major product changes or changes to our industry and customer base.
- Lots of turnover in products, not enough time to generate customer reviews before product was replaced with another Left the site with lots of products without reviews, or with very few Hypothesis was that this created a negative social proof
- Lots of turnover in products, not enough time to generate customer reviews before product was replaced with another Left the site with lots of products without reviews, or with very few Hypothesis was that this created a negative social proof
- Lots of turnover in products, not enough time to generate customer reviews before product was replaced with another Left the site with lots of products without reviews, or with very few Hypothesis was that this created a negative social proof
- 11.1% increase in conversion rate 6.6% increase in product click-throughs
- Lots of turnover in products, not enough time to generate customer reviews before product was replaced with another Left the site with lots of products without reviews, or with very few Hypothesis was that this created a negative social proof
- Lots of turnover in products, not enough time to generate customer reviews before product was replaced with another Left the site with lots of products without reviews, or with very few Hypothesis was that this created a negative social proof
- Lots of turnover in products, not enough time to generate customer reviews before product was replaced with another Left the site with lots of products without reviews, or with very few Hypothesis was that this created a negative social proof
- Lots of turnover in products, not enough time to generate customer reviews before product was replaced with another Left the site with lots of products without reviews, or with very few Hypothesis was that this created a negative social proof
- Lots of turnover in products, not enough time to generate customer reviews before product was replaced with another Left the site with lots of products without reviews, or with very few Hypothesis was that this created a negative social proof
- Lots of turnover in products, not enough time to generate customer reviews before product was replaced with another Left the site with lots of products without reviews, or with very few Hypothesis was that this created a negative social proof