Personalisation for the 21st Century Marketer

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Qubit's Harry Hurst presents Qubit's personalisation platform and shows 8 fast ways that you can start personalising your site now.

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Personalisation for the 21st Century Marketer

  1. 1. Personalisation for the 21st Century Marketer Harry Hurst @QubitGroup Monday, 21 October 13
  2. 2. p u o r G it b st u ur Q hkh @ @ #CanvasConf 2 Monday, 21 October 13
  3. 3. Simple equation for ecommerce success Volume # 3 @hkhurst @qubitgroup Monday, 21 October 13 X Conversion Rate % X Average Order Value £
  4. 4. But the bubble was burst @QubitGroup image - businessweek.com Monday, 21 October 13
  5. 5. What is personalisation? Best seller Impulse products Latest stock Special offer Key products Monday, 21 October 13
  6. 6. Recommendation: Creating a personal selection based on algorithms 6 @hkhurst @qubitgroup Monday, 21 October 13
  7. 7. Personalisation: What should each individual see here? 7 @hkhurst @qubitgroup Monday, 21 October 13
  8. 8. Website personalisation is... Messaging Theme and layout @hkhurst @qubitgroup Monday, 21 October 13 Offers Recommendations Announcements Widgets
  9. 9. The time is now. Consumers have a voice and high expectations. Monday, 21 October 13
  10. 10. Optimizing the digital customer experience (and thus focussing on conversion rates) is a top priority for half of respondents Confidential Monday, 21 October 13 10
  11. 11. Marketing technology is being inefficiently utilized. Organizations lack structures and partnerships needed to maximize digital technology. Strongly agree Agree Other Tech overlap 28% Lack of skills 29% 37% 42% 29% 35% My organization currently runs digital marketing technology from different vendors that overlap in capability. Confidential Monday, 21 October 13 My organization lacks organizational structures, internal skills and partnerships needed to maximize the value of its existing digital marketing technology. 11
  12. 12. In order to solve this, ecommerce and marketing professionals are increasingly wrestling control of their budget from IT Confidential Monday, 21 October 13 12
  13. 13. How to understand what a visitor wants - read the signals. Quantitative data @hkhurst @qubitgroup Monday, 21 October 13 13
  14. 14. How to understand what a visitor wants - read the signals. Quantitative data @hkhurst @qubitgroup Monday, 21 October 13 13
  15. 15. How to understand what a visitor wants - read the signals. Quantitative data @hkhurst @qubitgroup Monday, 21 October 13 Qualitative data 14
  16. 16. Feedback adds a new dimension to your analysis 15 @hkhurst @qubitgroup Monday, 21 October 13
  17. 17. 8 Fast ways to start to personalise @QubitGroup @hkhurst Monday, 21 October 13
  18. 18. #1 Give new visitors a warm welcome Monday, 21 October 13
  19. 19. Welcome message New visitors are often unaware of existing selling points; use this as an opportunity to explain why your company is special with an on-page message layer @hkhurst @qubitgroup Monday, 21 October 13 18
  20. 20. Welcome message New visitors are often unaware of existing selling points; use this as an opportunity to explain why your company is special with an on-page message layer @hkhurst @qubitgroup Monday, 21 October 13 18
  21. 21. Welcome message Give a little gift to your new account signups; trigger on-page message layers thanking them for their sign up and provide free delivery on their first shop. @hkhurst @qubitgroup Monday, 21 October 13 19
  22. 22. Welcome message Give a little gift to your new account signups; trigger on-page message layers thanking them for their sign up and provide free delivery on their first shop. @hkhurst @qubitgroup Monday, 21 October 13 19
  23. 23. Welcome message Give a little gift to your new account signups; trigger on-page message layers thanking them for their sign up and provide free delivery on their first shop. @hkhurst @qubitgroup Monday, 21 October 13 19
  24. 24. #2 Inter-session retargeting with personalised landing pages Monday, 21 October 13
  25. 25. Inter-session retargeting Personalising your homepage is perfect for visitors returning on product search terms; use an in-page image replacement to catch them. @hkhurst @qubitgroup Monday, 21 October 13 21
  26. 26. Inter-session retargeting Personalising your homepage is perfect for visitors returning on product search terms; use an in-page image replacement to catch them. @hkhurst @qubitgroup Monday, 21 October 13 21
  27. 27. #3 Drive newsletter signs ups to boost your CRM Monday, 21 October 13
  28. 28. Driving newsletter signups Having a lightbox take over a visitor’s screen prompts them to interact and signup; use either an on-page form submission or on-page layer redirect to catch them. @hkhurst @qubitgroup Monday, 21 October 13 23
  29. 29. Driving newsletter signups Having a lightbox take over a visitor’s screen prompts them to interact and signup; use either an on-page form submission or on-page layer redirect to catch them. ` @hkhurst @qubitgroup Monday, 21 October 13 23
  30. 30. #4 Push people to engage with your content Monday, 21 October 13
  31. 31. Content engagement For websites with blogs, e-zines, or video content, shout about it to your visitors; place eye-catching imagery above the fold to entice a click through. @hkhurst @qubitgroup Monday, 21 October 13 25
  32. 32. Content engagement If you feature purchasable items within your content, let people buy them, fast; have a click through layer appear that links to your product. @hkhurst @qubitgroup Monday, 21 October 13 26
  33. 33. Content engagement If you feature purchasable items within your content, let people buy them, fast; have a click through layer appear that links to your product. @hkhurst @qubitgroup Monday, 21 October 13 26
  34. 34. #5 Help people by highlighting page functionality Monday, 21 October 13
  35. 35. Highlighting functionality Help people find what they’re looking for by pointing out useful functionality; use a pointer to suggest which products are best for driving conversions @hkhurst @qubitgroup Monday, 21 October 13 28
  36. 36. Highlighting functionality Help people find what they’re looking for by pointing out useful functionality; use a pointer to suggest which products are best for driving conversions @hkhurst @qubitgroup Monday, 21 October 13 28
  37. 37. #6 Push stock with urgency messaging Monday, 21 October 13
  38. 38. Create a sense of urgency Get the internal clock ticking by drawing attention to products they might miss out on; use a numbered stock layer or a recurring onpage slider to grab their attention. @hkhurst @qubitgroup Monday, 21 October 13 30
  39. 39. Create a sense of urgency Get the internal clock ticking by drawing attention to products they might miss out on; use a numbered stock layer or a recurring onpage slider to grab their attention. @hkhurst @qubitgroup Monday, 21 October 13 30
  40. 40. Create a sense of urgency Get the internal clock ticking by drawing attention to products they might miss out on; use a numbered stock layer or a recurring onpage slider to grab their attention. @hkhurst @qubitgroup Monday, 21 October 13 31
  41. 41. Create a sense of urgency Get the internal clock ticking by drawing attention to products they might miss out on; use a numbered stock layer or a recurring onpage slider to grab their attention. @hkhurst @qubitgroup Monday, 21 October 13 31
  42. 42. #7 Deploy helpful widgets at the right time Monday, 21 October 13
  43. 43. Live chat widgets Everyone needs a bit of help now and then, especially if they’re parting with their cash; extend that helping hand with an on-page redirect layer, triggering after a few minutes. @hkhurst @qubitgroup Monday, 21 October 13 33
  44. 44. Live chat widgets Everyone needs a bit of help now and then, especially if they’re parting with their cash; extend that helping hand with an on-page redirect layer, triggering after a few minutes. @hkhurst @qubitgroup Monday, 21 October 13 33
  45. 45. #8 Fill that basket to brim with free delivery over a threshold Monday, 21 October 13
  46. 46. Delivery thresholds You’re providing a great delivery service, make sure you shout about it!; Use in-page alerts to remind users, including the exact values they’ll need. @hkhurst @qubitgroup Monday, 21 October 13 35
  47. 47. Delivery thresholds You’re providing a great delivery service, make sure you shout about it!; Use in-page alerts to remind users, including the exact values they’ll need. @hkhurst @qubitgroup Monday, 21 October 13 36
  48. 48. Delivery thresholds You’re providing a great delivery service, make sure you shout about it!; Use in-page alerts to remind users, including the exact values they’ll need. @hkhurst @qubitgroup Monday, 21 October 13 36
  49. 49. 8 Real time retailing @QubitGroup @hkhurst Monday, 21 October 13
  50. 50. What have we learnt? @QubitGroup @hkhurst Monday, 21 October 13
  51. 51. image - wikipedia.com Thanks @QubitGroup Monday, 21 October 13 image - wikipedia.com image - wallmg.co.uk

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