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Empathy in Ecommerce: Achieving Breakthrough Conversion Rates (and Profit!) by Caring about Customer Experience - [meta] marketer


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Empathy in Ecommerce: Achieving Breakthrough Conversion Rates (and Profit!) by Caring about Customer Experience

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.

* Kate O'Neill, CEO, [meta] marketer (@kateo)

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Empathy in Ecommerce: Achieving Breakthrough Conversion Rates (and Profit!) by Caring about Customer Experience - [meta] marketer

  1. 1. Online Marketing Summit<br />Orlando | August 3, 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 />8/3/2010<br />2<br />
  3. 3. 8/3/2010<br />3<br />
  4. 4. 8/3/2010<br />4<br />
  5. 5. 8/3/2010<br />5<br />
  6. 6. Brand, especially in B2B, can (and should) appeal to consumers’ rational and emotional sides. <br />8/3/2010<br />6<br />Emotion is not the Enemy of Reason<br />
  7. 7. 8/3/2010<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. 8/3/2010<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 />8/3/2010<br />9<br />
  10. 10. E-retailers using site personalization software average conversion rate increases of 10% within six weeks of implementation<br />8/3/2010<br />10<br />Relevance yields Gains<br />Source: 7 Billion People CEO Mark Nagaitis in Internet Retailer.<br />
  11. 11. 8/3/2010<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 />8/3/2010<br />12<br />
  13. 13. 8/3/2010<br />13<br />Subtle difference between…<br />
  14. 14. 8/3/2010<br />14<br />Bigger difference between…<br />
  15. 15. So how do you get to relevance?<br />8/3/2010<br />15<br />
  16. 16. 8/3/2010<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 />8/3/2010<br />17<br />
  18. 18. 8/3/2010<br />18<br />
  19. 19. Step 2. Identify testable characteristics and actions that would validate or dispute your hypothesis.<br />8/3/2010<br />19<br />
  20. 20. Which of the following landing pages will cost you half your leads?<br />8/3/2010<br />20<br />
  21. 21. Original Landing Page<br />8/3/2010<br />21<br />
  22. 22. Redesigned Landing Page<br />8/3/2010<br />22<br />
  23. 23. So? Which one?<br />8/3/2010<br />23<br />
  24. 24. Of course, it’s a trick question… more later.<br />8/3/2010<br />24<br />
  25. 25. Step 3. Empathize with the human beings represented by the numbers to find the story behind the story.<br />8/3/2010<br />25<br />
  26. 26. 8/3/2010<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 />8/3/2010<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 />8/3/2010<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 />8/3/2010<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 />8/3/2010<br />30<br />
  31. 31. 8/3/2010<br />31<br />
  32. 32. Hypothesize > Test > Evaluate > Target > Re-Strategize<br />8/3/2010<br />32<br />
  33. 33. Questions, follow-up, and/or offers to support my coffee habit:<br /><ul><li>
  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 /><br />for more information<br /> Follow us @OMSummit<br />