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Achieve high growth by keeping
customers coming back to your
ecommerce website
ECOMMERCE EVANGELIST, SPACE 48
@Kissmetrics
#Kisswebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft dr...
@space48ers
#Kisswebinar
@bobbyshaw
2 Why would they come back?
3 The many reasons why they aren’t
4 So, what can we do?
TABLE OF CONTENTS
#Kisswebinar
5 And ...
Achieve high growth
!
40% of revenue comes from returning customers (Adobe)
Returning customers represent only 8% of visitors (Adobe)
Increasing...
Returning customers work a lot like compound interest
ACHIEVE HIGH GROWTH
#Kisswebinar
#Kisswebinar
#Kisswebinar
Imagine if you were adding new customers at an increasing rate too!
ACHIEVE HIGH GROWTH
#Kisswebinar
Why would they come
back?
❤
You reliably solve their problems and they think of you in a time of a new need
TWO PARTS TO THE EQUATION
#Kisswebinar
Exp...
Customer has a need
They arrive on your site


They are evaluating if you are likely to be able to fulfil that need
Your j...
Site is super simple to navigate
Shows all information needed clearly
Low friction design
Customer has confidence in what ...
Pricing is competitive
Directly: Product Pricing
Indirectly: Loyalty program
PRICING
#Kisswebinar
Shipping is competitive
By pricing
By speed
SHIPPING
#Kisswebinar
User-generated content
Advertising
Marketing
Timing
ENGAGEMENT
#Kisswebinar
Why aren’t customers
coming back?
Self-evaluation
Consultancy
Customer Analytics and Surveys
EVALUATION
#Kisswebinar
Review against UX principles
baymard.com
smashingmagazine.com
practicalecommerce.com
econsultancy.com
USER EXPERIENCE
#Kis...
USER EXPERIENCE
#Kisswebinar
USER EXPERIENCE
#Kisswebinar
USER EXPERIENCE
#Kisswebinar
Get more data on customer experiences
Directly: Questionnaires
Indirectly: Analytics tools with click tracking and heat ma...
Payment Section might not inspire confidence
Use gateways that customers are familiar with, .e.g. PayPal, Amazon, Stripe
P...
Slow/expensive shipping options provided
No shipping estimates provided, or worse, you miss them
SHIPPING OPTIONS
#Kissweb...
Increase Enjoyment
#
Make them remember you
CHARLOTTE TILBURY
#Kisswebinar
USER GENERATED CONTENT
#Kisswebinar
USER GENERATED CONTENT
#Kisswebinar
DISCOVERY & ENJOYMENT
#Kisswebinar
IRREGULAR CHOICE
#Kisswebinar
PRODUCT LAUNCHES
#Kisswebinar
Identify your loyal customers
Identify opportunities to support them
LOYAL CUSTOMERS
#Kisswebinar
LOYAL CUSTOMERS
#Kisswebinar
SMYTHSON
#Kisswebinar
UNBOXING EXPERIENCE
#Kisswebinar
Customer service is an opportunity
ENGAGEMENT
#Kisswebinar
CUSTOMER SEGMENTATION
#Kisswebinar
They segment customers based on spend and number of orders
Provide different offers and...
EMAILS
#Kisswebinar
Welcome journeys
Offers based on customer segment
Abandoned baskets
Win-back campaigns
Any other reaso...
KISSMETRICS
#Kisswebinar
PERSONALISATION WITH NOSTO
#Kisswebinar
REMARKETING
#Kisswebinar
Google Adwords
Google Display Network
Criteo
Social
REMARKETING
#Kisswebinar
Dynamic & Static remarketing
Remarketing Lists For Search & Shopping Ads (RLSAs)
Upload customer ...
Where to start
$
As a team, decide on the factors that are important to you:
Frequency, Feasibility, Impact, Importance, Cost, Shininess
PR...
PRIORITIZATION MATRIX
#Kisswebinar
Frequency Importance Feasibility Cost Total
Feature A 3 2 9 1 23
Feature B 9 1 6 7 19
F...
Get something in place and working for every area.
Then iterate.
Don’t miss out because you were optimizing something else...
• UX Review & Conversion Rate Optimisation
• User generated content
• Loyalty Programmes
• In-Store Events
• Content Marke...
Compare New Versus Returning Customer:
Sessions
Conversation Rate
Orders
Customer Lifetime Value
KPIS
#Kisswebinar
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
TOM ROBERTSHAW
Ecomm...
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Achieve high growth by keeping customers coming back to your ecommerce website

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Success! You’ve got a regular stream of sales coming in, but the cost of acquisition is so high, how do you make this more profitable? How do you increase the lifetime value of a customer by enticing them to come back?

A healthy customer retention rate is a key factor in any high growth business. You can’t be a high growth without it!

During this webinar, Tom Robertshaw, Ecommerce Evangelist at Space 48, will take you through how to factor in customer retention in all areas of the business. Whether this is improving auditing and improving website user experience or through identifying targetted email campaign opportunities.

You’ll learn:

A wide range of opportunities for re-engaging with customers
Different ways to evaluate your website performance and customer satisfaction
How to prioritise the newly identified opportunities so that you can take the next step and test them
Real-life examples of how our customers have increased revenues through successful customer retention strategies

Published in: Marketing
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Achieve high growth by keeping customers coming back to your ecommerce website

  1. 1. Achieve high growth by keeping customers coming back to your ecommerce website ECOMMERCE EVANGELIST, SPACE 48
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tom started his career as a Magento developer and escaped to the world of ecommerce consultancy through his agency’s acquisition by Space 48. Outside of this, you’ll find him playing and watching soccer and rugby, and most recently learning to ride a motorbike! TOM ROBERTSHAW Ecommerce Evangelist, Space 48 @bobbyshaw
  4. 4. @space48ers #Kisswebinar @bobbyshaw
  5. 5. 2 Why would they come back? 3 The many reasons why they aren’t 4 So, what can we do? TABLE OF CONTENTS #Kisswebinar 5 And when can we get it done by? 1 High growth, I like the sound of that
  6. 6. Achieve high growth !
  7. 7. 40% of revenue comes from returning customers (Adobe) Returning customers represent only 8% of visitors (Adobe) Increasing customer retention by 5% increases profits by 25% - 95%. (Bain & Co) Businesses with 40% repeat customers generated nearly 50% more revenue than similar businesses with only a 10% repeat customers.(Sumall) ACHIEVE HIGH GROWTH #Kisswebinar
  8. 8. Returning customers work a lot like compound interest ACHIEVE HIGH GROWTH #Kisswebinar
  9. 9. #Kisswebinar
  10. 10. #Kisswebinar
  11. 11. Imagine if you were adding new customers at an increasing rate too! ACHIEVE HIGH GROWTH #Kisswebinar
  12. 12. Why would they come back? ❤
  13. 13. You reliably solve their problems and they think of you in a time of a new need TWO PARTS TO THE EQUATION #Kisswebinar Experience Timing
  14. 14. Customer has a need They arrive on your site 
 They are evaluating if you are likely to be able to fulfil that need Your job is to show that you can NEEDS #Kisswebinar
  15. 15. Site is super simple to navigate Shows all information needed clearly Low friction design Customer has confidence in what they’re doing HIGH QUALITY USER EXPERIENCE #Kisswebinar
  16. 16. Pricing is competitive Directly: Product Pricing Indirectly: Loyalty program PRICING #Kisswebinar
  17. 17. Shipping is competitive By pricing By speed SHIPPING #Kisswebinar
  18. 18. User-generated content Advertising Marketing Timing ENGAGEMENT #Kisswebinar
  19. 19. Why aren’t customers coming back?
  20. 20. Self-evaluation Consultancy Customer Analytics and Surveys EVALUATION #Kisswebinar
  21. 21. Review against UX principles baymard.com smashingmagazine.com practicalecommerce.com econsultancy.com USER EXPERIENCE #Kisswebinar
  22. 22. USER EXPERIENCE #Kisswebinar
  23. 23. USER EXPERIENCE #Kisswebinar
  24. 24. USER EXPERIENCE #Kisswebinar
  25. 25. Get more data on customer experiences Directly: Questionnaires Indirectly: Analytics tools with click tracking and heat mapping USER EXPERIENCE #Kisswebinar
  26. 26. Payment Section might not inspire confidence Use gateways that customers are familiar with, .e.g. PayPal, Amazon, Stripe PAYMENTS #Kisswebinar
  27. 27. Slow/expensive shipping options provided No shipping estimates provided, or worse, you miss them SHIPPING OPTIONS #Kisswebinar
  28. 28. Increase Enjoyment # Make them remember you
  29. 29. CHARLOTTE TILBURY #Kisswebinar
  30. 30. USER GENERATED CONTENT #Kisswebinar
  31. 31. USER GENERATED CONTENT #Kisswebinar
  32. 32. DISCOVERY & ENJOYMENT #Kisswebinar
  33. 33. IRREGULAR CHOICE #Kisswebinar
  34. 34. PRODUCT LAUNCHES #Kisswebinar
  35. 35. Identify your loyal customers Identify opportunities to support them LOYAL CUSTOMERS #Kisswebinar
  36. 36. LOYAL CUSTOMERS #Kisswebinar
  37. 37. SMYTHSON #Kisswebinar
  38. 38. UNBOXING EXPERIENCE #Kisswebinar
  39. 39. Customer service is an opportunity ENGAGEMENT #Kisswebinar
  40. 40. CUSTOMER SEGMENTATION #Kisswebinar They segment customers based on spend and number of orders Provide different offers and rewards to each group
  41. 41. EMAILS #Kisswebinar Welcome journeys Offers based on customer segment Abandoned baskets Win-back campaigns Any other reason to re-engage, e.g. birthdays!
  42. 42. KISSMETRICS #Kisswebinar
  43. 43. PERSONALISATION WITH NOSTO #Kisswebinar
  44. 44. REMARKETING #Kisswebinar Google Adwords Google Display Network Criteo Social
  45. 45. REMARKETING #Kisswebinar Dynamic & Static remarketing Remarketing Lists For Search & Shopping Ads (RLSAs) Upload customer email lists to platforms
  46. 46. Where to start $
  47. 47. As a team, decide on the factors that are important to you: Frequency, Feasibility, Impact, Importance, Cost, Shininess PRIORITIZATION #Kisswebinar
  48. 48. PRIORITIZATION MATRIX #Kisswebinar Frequency Importance Feasibility Cost Total Feature A 3 2 9 1 23 Feature B 9 1 6 7 19 Feature C 1 8 7 7 19 Feature D 5 4 5 3 21 May also weight columns
  49. 49. Get something in place and working for every area. Then iterate. Don’t miss out because you were optimizing something else DON’T OVER ENGINEER #Kisswebinar
  50. 50. • UX Review & Conversion Rate Optimisation • User generated content • Loyalty Programmes • In-Store Events • Content Marketing • Social • Customer Service • Delightful shipping • Customer Segmentation • Personalised Product Recommendations • Abandoned Baskets • Email marketing campaigns • Advertising • Remarketing CHECKLIST #Kisswebinar
  51. 51. Compare New Versus Returning Customer: Sessions Conversation Rate Orders Customer Lifetime Value KPIS #Kisswebinar
  52. 52. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? TOM ROBERTSHAW Ecommerce Evangelist, Space 48 @bobbyshaw tom@space48.com

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