Personalizing and segmenting your marketing efforts to more effectively target your customers “ ROI improvement beyond the...
 
The right focus Visitors More visitors 100 1% more 1% more sales Visitors More visitors Buyers Bigger buyers $100 1% more ...
Total population Market Known View Satisfied Retain Considering Visit Retail Performance Improvement Retail waterfall Buy
The landing page & beyond
Five online conversion steps Visit Browse Select Buy Return Visit = # visitors Browse = # visitors to specific site sectio...
Online Conversion Waterfall
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 </...
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 <...
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...
Marketing experiments <ul><li>A/B en multi variate tests   </li></ul><ul><li>Start with category profiling </li></ul><ul><...
Category profiling
Welcome to DYMO
Product reviews <ul><li>5% </li></ul><ul><li>95% </li></ul><ul><li>97% willing to recommend DYMO to a friend </li></ul>
First year results
What are the possibilities with reviews?
 
 
Improvement?
Cross sell
Standard Buy Now page
Shopping cart
Buy Now page with seal
Winner
High cost / high converting keyword
Existing customer: Label offer
Existing Customer: MyDYMO
3 Actionable take-aways <ul><li>Focus on one or two key golden segmentation variables for your personalization </li></ul><...
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080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

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Presentation delivered by Michael Klazema during eTail Palm Springs 2008 Personalization day.

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080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

  1. 1. 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>
  2. 3. 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
  3. 4. Total population Market Known View Satisfied Retain Considering Visit Retail Performance Improvement Retail waterfall Buy
  4. 5. The landing page & beyond
  5. 6. 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
  6. 7. Online Conversion Waterfall
  7. 8. 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>
  8. 9. 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>
  9. 10. 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>
  10. 11. 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>
  11. 12. Category profiling
  12. 13. Welcome to DYMO
  13. 14. Product reviews <ul><li>5% </li></ul><ul><li>95% </li></ul><ul><li>97% willing to recommend DYMO to a friend </li></ul>
  14. 15. First year results
  15. 16. What are the possibilities with reviews?
  16. 19. Improvement?
  17. 20. Cross sell
  18. 21. Standard Buy Now page
  19. 22. Shopping cart
  20. 23. Buy Now page with seal
  21. 24. Winner
  22. 25. High cost / high converting keyword
  23. 26. Existing customer: Label offer
  24. 27. Existing Customer: MyDYMO
  25. 28. 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>

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