Empathy in Ecommerce - OMS Miami 08/05/2010


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This session was presented at the Online Marketing Summit in Miami, Florida on August 5th, 2010. Related presentations on SlideShare will be tagged with #OMSMIA, as will related conversations on Twitter.

Ecommerce optimization can seem like Alice's hallway: the more you try to get there, the more the goal eludes you. But putting customers first -- going beyond best practices and using empathy to optimize user experience -- can narrow the gap, resulting in few cart abandons, higher conversion rates, and even customer loyalty in a marketplace fraught with discount shoppers. Using real-world examples and data-driven insights, this session will address the seeming contradiction of achieving greater profits and higher conversion rates while delighting customers and creating a brand worth talking about.

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  • 75% of their business is from repeat customerspublishes its 1-800 number at the top of every page of the website, populates its call center with highly trained employees (no outsourcing), imposes no scripts or time limits on its agents, and injects a large dose of personality into the processhandles five thousand old-fashioned telephone calls per dayAlmost every one of its Internet-savvy customers makes a call at some point during their history with the company. Why? Because Zappos makes it so easy to pick up the phone, reach a human being, and ask for help.
  • Consistently one of the top-rated companies for customer service
  • SEO takes a lot of time, but pays off big
  • Incidentally,Google is a great example of putting the customer first, and it’s the reason SEO existsWhy? Follow the money: if the searcher finds the results relevant, they'll come back
  • Callouts say: Headline encouraging desired behavior with copy that sets expectationsNo navigation to other areas of websiteFriendly banner with brand messageNo distracting media contentFull page contact form without any additional content[after returning to this slide]Client was worried that this landing was too abrupt and would cause people to abandon[go back 1 slide]
  • Callouts say: Headline and copy related to page function and audience goalsNavigation to other areas of the site if visitor is interested in more informationEngaging multimedia with a strong brand messageBasic contact formAdditional contact options for prospects with urgent needs[after returning to page]This was the default landing page for all other campaigns, and was going to be the default landing page in the new site redesignClient didn’t want to incorporate the other landing page template if it didn’t perform well enoughClient believed this might convert better than the Design Two anywaySo we tested it side by side, with Design Two as control Design Two collected 50% fewer leads compared with Design Two
  • You’re a smart crowd. You already know the answer is “It depends. Let’s test it.”[Go back 1 slide.]
  • You’re a smart crowd. You already know the answer is “It depends. Let’s test it.”[Go back 1 slide.]
  • Empathy in Ecommerce - OMS Miami 08/05/2010

    1. 1. Online Marketing Summit<br />Miami | August 5, 2010<br />Empathy in Ecommerce:<br />Achieving Breakthrough Conversion Rates (and Profit!) by Caring about Customer Experience<br />Kate O’NeillCEO & Founding Partner[meta]marketer<br />@kateo / @metamarketer<br />1<br />
    2. 2. What company can possibly achieve profit by caring about the customer?<br />7/30/10<br />2<br />
    3. 3. 7/30/10<br />3<br />
    4. 4. 7/30/10<br />4<br />
    5. 5. 7/30/10<br />5<br />
    6. 6. Brand, especially in B2B, can (and should) appeal to consumers’ rational andemotional sides. <br />7/30/10<br />6<br />Emotion is not the Enemy of Reason<br />
    7. 7. 7/30/10<br />7<br />Customer Experience yields Loyalty<br />83% of customers say they will remain loyal as long as they're satisfied with their most recent service experience.<br />Source: Convergys 2010 Consumer Scorecard Survey<br />
    8. 8. 7/30/10<br />8<br />Source: McKinsey Quarterly June 2009<br />
    9. 9. Optimizing online customer experience is largely about increasing relevance<br />Why bother being relevant?<br />Respect for visitor’s time<br />Value your own marketing dollars enough to spend them on people who may care<br />7/30/10<br />9<br />
    10. 10. E-retailers using site personalization software average conversion rate increases of 10% within six weeks of implementation<br />7/30/10<br />10<br />Relevance yields Gains<br />Source: 7 Billion People CEO Mark Nagaitis in Internet Retailer.<br />
    11. 11. 7/30/10<br />11<br />
    12. 12. Relevance is Key Part 2: The SEO Edition<br />SEO is only profitable and sustainable when your site provides a meaningful answer to a question people are already asking.<br />7/30/10<br />12<br />
    13. 13. 7/30/10<br />13<br />Subtle difference between…<br />
    14. 14. 7/30/10<br />14<br />Bigger difference between…<br />
    15. 15. So how do you get to relevance?<br />7/30/10<br />15<br />
    16. 16. 7/30/10<br />16<br />This is where empathy is often overlooked. <br />
    17. 17. Step 1. Use empathy, intuition, and data to develop hypothesesabout what visitors want.<br />7/30/10<br />17<br />
    18. 18. 7/30/10<br />18<br />
    19. 19. Step 2. Identify testable characteristics and actions that would validate or dispute your hypothesis.<br />7/30/10<br />19<br />
    20. 20. Which of the following landing pages will cost you half your leads?<br />7/30/10<br />20<br />
    21. 21. Original Landing Page<br />7/30/10<br />21<br />
    22. 22. Redesigned Landing Page<br />7/30/10<br />22<br />
    23. 23. So? Which one?<br />7/30/10<br />23<br />
    24. 24. Of course, it’s a trick question… more later.<br />7/30/10<br />24<br />
    25. 25. Step 3. Empathize with the human beings represented by the numbers to find the story behind the story.<br />7/30/10<br />25<br />
    26. 26. 7/30/10<br />26<br />Why does the home page on many websites attract the most entrances and the most exits?<br />Because it isn’t relevant enough. Targeting is key.<br />
    27. 27. Step 4. Develop relevant messaging, navigation, and actions and target to meaningful visitor segments.<br />7/30/10<br />27<br />
    28. 28. Think through the expectations from awareness to loyalty<br />Use navigational cues as well as demographic and referrer data<br />Include actionable segments<br />7/30/10<br />28<br />Targeting: B2C<br />
    29. 29. Think through the likely steps in a committee-based sales cycle<br />Err on the side of organizational & behavioral data more than demographic data<br />Include actionable segments<br />7/30/10<br />29<br />Targeting: B2B<br />
    30. 30. Step 5. Bring it back to top: use data, instinct, and experience to refine the business and marketing strategies overall.<br />7/30/10<br />30<br />
    31. 31. 7/30/10<br />31<br />
    32. 32. Hypothesize > Test > Evaluate > Target > Re-Strategize<br />7/30/10<br />32<br />
    33. 33. Questions, follow-up, and/or offers to support my coffee habit:<br /><ul><li>kate@metamarketer.com
    34. 34. 615-852-META
    35. 35. @kateo / @metamarketer
    36. 36. LinkedIn: kateoneill</li></ul>33<br />Thank You<br />
    37. 37. 34<br />Thank You<br />Visit<br />www.onlinemarketingsummit.com<br />for more information<br /> Follow us @OMSummit<br />