Watch webinar recording now: http://grow.kissmetrics.com/Webinar-29 5 Ways to Increase Revenue For Black Friday and Cyber Monday By Dan McGaw Director Of Marketing We are hoping to see some amazing holiday marketing campaigns this year. So many different companies are fighting for the same dollar so we wanted to make sure you are using your entire toolset to convert more sales. 1. 5 Ways to increase sales for the holidays. 2. Tweet me at @DanielMcGaw if you have questions. 3 We'll cover: 1. Email segmentation by visitor type 2. On-website advertising 3. Discount psychology 4. A/B testing on a product pages 5. Increase cart size 4. Email segmentation by visitor type 5. Send targeted emails 6. Dynamic content and a/b testing 7. Gather segments using KISSmetrics 8. Export your segments to CSV 9. Import CSV information into ESP 10. Import CSV in Mailchimp 11. Use data to segment 12. Send a targeted campaign 13. Takeaways 1. Setting up custom events 2. Send emails customers want 3. Create dynamic content 14. On-website Advertising 15. Your home page is gold 16. Control focus and distraction 17. Do heat map testing 18. Use caution, but try 19. Keep it simple stupid 20. Take aways 1. Keep it simple stupid 2. Monitor how people use your site 3. Create compelling and valid options 21. Discount Psychology 22. Customers don't always want a discount 23. Main Discount types 1. Dollar or percentage off 2. Buy one get one free 3. Quantity discounts 4. Rebates 5. Free shipping 24. Quick, which is the biggest discount 25. Biggest Discount 26. Reduce the amount of math 27. Discount reduce intent to search 28. Takeaways 1. Cut out the math 2. Provide value 29. A/B Testing on Product Pages 30. What is AB testing 31. A/B Testing Tools 32. Common Experiments - Title Copy Testing 33. Common Experiments - Page Length Testing 34. Common Experiments - Background and Picture Testing 35. Key Areas to Test

1. Ways to Increase Revenue
during the Holidays
5
November 14th 2013
Dan McGaw - dan@kissmetrics.com

2. Twi er
@danielmcgaw #KISSwebinar

3. We’ll cover…
1
Email segmentation by visitor type
2
On-website advertising
3
Discount Psychology
4
A/B testing on product pages
5
Increase cart size

4. 1
Email Segmentation
by Visitor Type

5. Send targeted emails

6. Dynamic content and a/b testing

7. Gather segments using KISSmetrics

8. Export your segments to CSV

9. Import CSV information into ESP

10. Import CSV information into ESP

11. Import CSV information into ESP

12. Use data to segment

13. Send a targeted campaign

14. Takeaways
1
Se ing up customer tracking
2
Send emails customers want
3
Create dynamic content

15. 2
On-website Advertising

16. Your home page is gold!

17. Control focus and distraction

18. Do heat map testing

19. Use caution, but try

20. Keep it simple stupid

21. Takeaways
1
Keep it simple stupid
2
Monitor how people use your site
3
Create compelling and valid options

22. 3
Discount Psychology

23. Customers don’t always want a discount

24. Main Discount Types
Dollar or Percentage Off
Buy one get one
Quantity Discounts
Rebates
Free Shipping

25. Quick, which is the biggest discount?
$200 off a $999 TV
!
!
A $35 pair of sunglasses, marked down from $50
!
!
Buy one shirt for $60, get the second for 50% off

26. Biggest Discount
$200 off a $999 TV
A $35 pair of sunglasses, marked down
from $50
Buy one shirt for $60, get the second for
50% off

27. Reduce the amount of math

28. Discounts reduce intent to search
h p://papers.ssrn.com/sol3/papers.cfm?abstract_id=1934762

29. Takeaways
1
Cut out the math
2
Provide value

30. 4
A/B Testing on Product Pages

31. What is A/B testing?

32. A/B Testing Tools
h p://www.conversion-rate-experts.com/split-testing-so ware/

33. Common experiments

34. Common experiments

35. Common experiments

36. Key Areas to test - Images

37. Key Areas to test - Product titles

38. Key Areas to test - Bu on colors

39. Key Areas to test - Pricing options

40. Takeaways
1
Pick a tool that works for you
2
Multi-variant test the winner
3
Test everything you can

41. 5
How to increase cart size

42. Dont sell one item
h p://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0046362#abstract0

43. Upsell on every purchase
Remember the gloves from earlier?

44. Offer free shipping with additional items

45. Offer incentives for spending more

46. Takeaways
1
Offer similar items as upsells
2
Free shipping for 2+ item carts
3
Offer gi s for spending more

47. 5 Ways to Increase Revenue
during the Holidays
TAKE AWAYS -
1
Use advanced segmenting
2
Test all conversion points
3
Upsell on every item
Dan McGaw - dan@kissmetrics.com

48. Twi er
@danielmcgaw #KISSwebinar

49. Want a demo of KISSmetrics?
1
Contact Rossi at
rkhoung@kissmetrics.com
2
Email me at
dan@kissmetrics.com

50. Questions?

51. Thank you