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Personalizing and segmenting your marketing efforts to more effectively target your customers “ ROI improvement beyond the landing page” <ul><li>Michael Klazema, Director, Web Marketing & CRM, DYMO </li></ul>

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The right focus Visitors More visitors 100 1% more 1% more sales Visitors More visitors Buyers Bigger buyers $100 1% more 1% more sales Buyers Bigger buyers Visitors More buyers 100% 1% more 33% more sales Visitors More buyers

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Total population Market Known View Satisfied Retain Considering Visit Retail Performance Improvement Retail waterfall Buy

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The landing page & beyond

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Five online conversion steps Visit Browse Select Buy Return Visit = # visitors Browse = # visitors to specific site sections / pages Select = # carts Buy = # completed check outs Return = # repeat visitors

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Online Conversion Waterfall

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Conversion per step Visit Browse Select Buy Return 80% 5% 50% 45% 10.000 8000 400 200 4500 2% <ul><li>Numbers in 000’s </li></ul>

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Conversion per step Visit Browse Select Buy Return 20% 25% 40% 10% 2% 10.000 8000 400 200 4500 <ul><li>Numbers in 000’s </li></ul>

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Conversion per step Visit Browse Select Buy Return 20% 25% 10% 10% 0,5% 10.000 8000 400 200 4500 <ul><li>Numbers in 000’s </li></ul>

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Marketing experiments <ul><li>A/B en multi variate tests </li></ul><ul><li>Start with category profiling </li></ul><ul><li>Continue with email </li></ul><ul><li>Generating more product reviews to increase sales </li></ul><ul><li>Skip buy now / 30 day money back guarantee </li></ul><ul><li>High cost / high converting keywords </li></ul><ul><li>Existing customer or not? (2x) </li></ul>

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Category profiling

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Welcome to DYMO

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Product reviews <ul><li>5% </li></ul><ul><li>95% </li></ul><ul><li>97% willing to recommend DYMO to a friend </li></ul>

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First year results

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What are the possibilities with reviews?

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Improvement?

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Cross sell

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Standard Buy Now page

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Shopping cart

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Buy Now page with seal

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Winner

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High cost / high converting keyword

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Existing customer: Label offer

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Existing Customer: MyDYMO

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3 Actionable take-aways <ul><li>Focus on one or two key golden segmentation variables for your personalization </li></ul><ul><li>Understand clearly where in your online sales funnel you have the largest drop off in conversion for which segment </li></ul><ul><li>Ease of effort x cost x expected conversion improvement = priority </li></ul>