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Shopify Meetup Singapore 29 Aug 2018

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Shopify Meetup SG on 29 Aug 2018, held at WeWork Beach Rd. Hosted by Jumpstart X Shopify.

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Shopify Meetup Singapore 29 Aug 2018

  1. 1. Welcome to #ShopifyMeetup
  2. 2. Agenda Fighting the Laws of Shitty Clickthrough - Vivek Khandelwal // iZooto International Expansion: The Playbook to Effective Market Entry - Sytze Koolen // NS8 Tips to Crush the Retail Season - Xavier Lee // Jumpstart
  3. 3. Agenda TradeGecko - Akul // TradeGecko Bundies - Wouter // Bundies Q&A Panel
  4. 4. Winners for Shopify merchandise
  5. 5. Fighting the Laws of Shitty Clickthrough Vivek Khandelwal // iZooto
  6. 6. Over time, all marketing strategies result in shitty clickthrough rates Andrew Chen
  7. 7. Click Through Rate ~ 70%+ Display Advertising - When It Started
  8. 8. Performance of Retargeting Display Ads
  9. 9. Email Marketing Performance Stats
  10. 10. There’s gotta be a better way to win back users
  11. 11. 3 Inherent Challenges and advantages with marketing channels Novelty First To Market Scalability Every channel loses its novelty over a period of time. Whether you are a David and Goliath, both have access to almost same set of technology and tools Each channel has a limit to which it can be used after which performs starts plummeting and then flattens over a period of time
  12. 12. Marketers Biggest Dilemma: Hunting for the ULTIMATE Silver Bullet
  13. 13. Rule of 3 Axis - Ownership of Audience - Performance and Efficiency - Scaling Value Understanding How Marketers Evaluate Marketing Tools and Channels
  14. 14. Owning Your Audience
  15. 15. Building Your Marketing List is much like Speed Dating As a marketer you have limited time and one shot at getting your user’s permission - Be it Email or Push Notifications
  16. 16. Driving and Measuring Performance
  17. 17. Marketing & Measurement ● Implement and integrate a measurement stack; FREE will do as long as you make it work hard ○ Analytics: Google Analytics, Facebook Analytics ○ Tag Management: Google Tag Manager ● THE BARE MINIMUM ○ Setup Conversion Tracking/Goals ○ Setup up channel specific UTM params; key to measuring channel efficacy and efficiency. KISS works ○ Setup conversion tracking (pixel/event) on ad platforms
  18. 18. Leveraging Your Silver Bullets - Browser Notifications for driving performance
  19. 19. Classic Use Cases for Shopify Merchants Retargeting with Context Engagement with Segmentation Retention with Personalization Users abandoning Cart and Checkout Users abandoning Product Pages Users abandoning Category and Homepage Activating Dormant Users Sales and Discount Campaign Delivery Updates Feedback and Review Upselling and Recommendations
  20. 20. Timing Your Notifications Segmenting Subscribers Visuals and CTA’s Personalising Messaging Before your start your push marketing...
  21. 21. #Retargeting
  22. 22. #Engagement
  23. 23. #Retention
  24. 24. Pursuing Value and not Chasing Vanity
  25. 25. How to measure Value Channel Transactions Revenue Cost Cost Per Tx Paid Channel 1 Paid Channel 2 Referral Channel 3 Phase 1: Channel Level Benchmarks Channel Avg. Cart Value 30 Day Order Avg. SKUs Organic Paid Channel 1 Paid Channel 2 Referral Phase 2: Channel Quality Indicator
  26. 26. Optimization Optimize For Value, Not Vanity ● Optimize for lowest funnel event; clicks ● More than 100 events/ campaign; optimize to end metric (Purchase) ○ Less than 100 events/campaign, optimize to mid-funnel metric (Cart) ● Optimize to $ not # ○ Phase 2 → Optimize to revenue metric instead of # of transactions; higher revenue at relatively higher cost is ideal
  27. 27. ● With Scale Comes Attribution Haziness, ○ Don’t look at your advertising results in isolation, always visualize them in context of other sources (Organic) ● Channel Specific Incrementality ○ Individual channels especially Google & FB can be very nasty with attributing conversions ■ Facebook offers lift tests based on control groups that allow you to measure true impact of ads ■ Don’t fear conducting go-dark tests on specific channels to measure and optimize for incremental channel mix Attribution Heist & Incrementality Extreme scenario but cannabilization at play here
  28. 28. About iZooto iZooto is a Push Retargeting platform that helps you drive conversions and user engagement 2B Notifications Every Month Over 15,000 Businesses $12.5M+ Sales Generated Every Month
  29. 29. International Expansion: The Playbook to Effective Market Entry Sytze Koolen // NS8
  30. 30. OR: We can just talk about fraud and how to not get screwed by fraudsters... Sytze Koolen // NS8
  31. 31. INTERNATIONAL EXPANSION:​ The Playbook to Effective Market Entry
  32. 32. INTRODUCTION • eCommerce is growing • Harshest environments • Today we are going to examine three specific regions 
  33. 33. ECOMMERCE SURGING IN INDIA • Government Initiatives • Boosting local growth while limiting in-roads for foreign interests • eCommerce to increase 50% between 2018 -2020, to $38 billion 
  34. 34. MOBILE LANDSCAPE • World’s second-largest internet market, mobile based • Feature phones • Social media is favored, churn on apps
  35. 35. PAYMENT LANDSCAPE • Mobile payments still new • Cash on delivery very popular • UPI drives card on delivery • Wallets
  36. 36. LOGISTICAL LANDSCAPE • Lack of infrastructure can hinder shipping, inventory, other logistics  • Local partnerships can create inroads • Returns
  37. 37. MARKETING LANDSCAPE • Many languages spoken, Hindi and English most common • Language, culture, and symbolism need to be considered for marketing • Approach marketing on regional level • Strike emotional appeal with messaging
  38. 38. ECOMMERCE CONTINUES TO GROW IN CHINA • China’s online retail to pass $1 trillion in 2018 (*Forrester) • Largest eCommerce economy in the world • Governmental oversight is significant
  39. 39. MOBILE LANDSCAPE & ACCESS • Over 95% of the country’s 750 million+ online users access internet through mobile • About 50% of sales are made on mobile devices • Commercial ICP
  40. 40. PAYMENT LANDSCAPE • Digital wallets widely used • Alipay and WeChat Pay dominate mobile payments 
  41. 41. LOGISTICAL LANDSCAPE • Partner with cross-border eCommerce warehouses • Warehouse space is highly competitive
  42. 42. MARKETING LANDSCAPE • Many local dialects are spoken – translations can be a problem • As you can see, this ad campaign from Pepsi touting “Come alive with Pepsi” didn’t go exactly as planned!  Photo credit: ReadyBuzz
  43. 43. MARKETING LANDSCAPE • Shopping holidays are huge drivers of sales • Massive Alibaba or JD.com ecosystems dominate marketing • Digital ad spend expected to top $60 billion, increase of 50% from 2016 • Social Media • WeChat huge, now with over 1 billion users • Weibo
  44. 44. SMALL BUT SIGNIFICANT ECOMMERCE GROWTH IN JAPAN • Over 100 million internet users in country • eCommerce share of all retail is still only 5%
  45. 45. MOBILE LANDSCAPE • 60% of online transactions are through mobile
  46. 46. PAYMENT LANDSCAPE • 66% of eCommerce payments are credit/debit cards • Digital wallets, e-payment providers gaining popularity • Use of Konbini holds steadily at 17% • Payment after delivery methods rising
  47. 47. LOGISTICAL LANDSCAPE • Relationships are important • Use local experts • Strong infrastructure, but cultural norms are very different • Japanese consumers are very selective • Excellent customer service is expected everywhere
  48. 48. MARKETING LANDSCAPE • Single language/dialect makes it "easy" to communicate • Text-heavy websites are normal – consumers expect a lot of information • 75% of internet users consume video content • Ad fraud is prevalent, particularly on desktop • Line is largest social network with over 500 million users globally
  49. 49. REMEMBER • Tailor to cultural differences • Markets are growing fast, grab and hold on • Pick your channels and supporting apps • Commit to local payment from the start • Evolve in your logistics plan with the end in mind • Dedicate local resources to local marketing
  50. 50. NS8 HELPS OUT Our 3rd Generation Scoring Engine analyzes over 170 attributes about user identity and how they arrived and move through the page, including: • Device fingerprinting • Pre-session data • Hidden sessions and block-listed users  • Identification mismatches
  51. 51. EASY TO USE INTERFACE • Set order rules to flag  suspect orders,  escalate verification • Segment out poorly  performing ad campaigns • Receive alerts when site performance suffers
  52. 52. TO SUCCEED, ALL ECOMMERCE MERCHANTS MUST FACE THE THREE BIG REVENUE KILLERS! Order fraudAdvertising Fraud Poor Performanc
  53. 53. ORDER FRAUD (CREDIT CARD FRAUD, CHARGEBACK FRAUD, IDENTITY THEFT) Revenue Killer # 1
  54. 54. THE TRUE COST OF ORDER FRAUD IS 3X GREATER THAN YOU THINK FOR EVERY $1 LOST TO FRAUD, AN ADDITIONAL $2 IS LOST TO LABOR, PRODUCTIVITY, & PENALTIES. 1
  55. 55. INTRODUCING THE EQ8 SCORE NS8 SCORES ALL TRAFFIC, USERS, AND ORDERS. STORE ADMINISTRATORS CAN SET CUSTOM THRESHOLDS FOR ACTIONS.
  56. 56. NS8 SPOTS FRAUD PATTERNS ACROSS OUR NETWORK OF MERCHANTS WE USE BEHAVIOR ANALYTICS TO IDENTIFY FRAUD BEFORE IT HAPPENS.
  57. 57. NS8 LOOKS FOR OVER 170 DIFFERENT FRAUD INDICATORS IS THE DEVICE IN SAME AREA AS THE SHIPPING ADDRESS? DOES THE EMAIL ADDRESS CONTAIN A STRING OF GENERATED NUMBERS? HAS THE IP ADDRESS PREVIOUSLY BEEN ASSOCIATED WITH FRAUD?
  58. 58. CUSTOM RULES FOR ORDER QUARANTINE USE ANY ATTRIBUTE TO CREATE CUSTOM ORDER RULES THAT WORK FOR A SPECIFIC INDUSTRY, MARKET, OR INTERNAL PROCEDURE.
  59. 59. ADVERTISING FRAUD (AD FRAUD, CLICK FRAUD, RETARGETING FRAUD) Revenue Killer # 2
  60. 60. THE EQ8 SCORE IS AT IT AGAIN SCORING THE TRAFFIC GENERATED BY AD CAMPAIGNS IS THE ONLY WAY TO REDUCE ADVERTISING FRAUD .
  61. 61. UP TO 34%OF AN ADVERTISING BUDGETCAN BE STOLEN BY FRAUD2
  62. 62. REMARKETING THAT WORKS AGAIN WITH THE EQ8 SCORE, FRAUDSTERS ARE ELIMINATED AND HIGH-SCORING USERS ARE PLACED INTO HIGH-VALUE AUDIENCES.
  63. 63. OPTIMIZE CAMPAIGNS TO IMPROVE ROI STOP SPENDING BUDGETS ON SOURCES THAT DELIVER FRAUDULENT TRAFFIC.
  64. 64. Revenue Killer # 3POOR PERFORMANCE (SLOW LOAD TIMES, SECURITY CERTIFICATE ISSUES, MISSING CONTENT, BLACKLIST INCLUSION)
  65. 65. SHOPPERS DO NOT TRUST STORES EXPERIENCING PERFORMANCE ISSUES3 ESCALATING SMS MESSAGES ALERT THE STORE ADMIN IF THEIR PERFORMANCE FALLS AGAINST THE GLOBAL AVERAGE.
  66. 66. AN EXPIRED CERTIFICATE WILL SHUT DOWN A STORE SHOPPING CARTS WILL FAIL AND CUSTOMERS WILL BE WARNED AWAY FROM STORES THAT DON’T MONITOR THE EXPIRATION OF SECURITY CERTIFICATES.
  67. 67. SOME KEY FEATURES.
  68. 68. INTEGRATION IS SIMPLE AND EASY NS8 COMPLETE STOREFRONT PROTECTION WORKS WITH JUST A COUPLE LINES OF JAVASCRIPT. ON MOST PLATFORMS IN CAN BE INSTALLED WITH THE CLICK OF A SINGLE BUTTON.
  69. 69. Tips to Crush The Retail Season Xavier Lee // Jumpstart
  70. 70. hello
  71. 71. 100+ GLOBAL MERCHANTS 20+ GLOBAL STAFFS 30+ GLOBAL PARTNERS 5 CITIES About Jumpstart
  72. 72. Strategy Custom Application Development Process Optimisation Workflow Automation Helping Brands Build, Launch & Grow
  73. 73. Merchants we’ve worked with in Singapore
  74. 74. Retail Season Automate. Automate. Automate.
  75. 75. Launch Manage Optimise Campaigns like a boss Backroom operations Sales
  76. 76. Launch Introducing Ping https://www.shopify.com.sg/ping
  77. 77. Launch Less than a min to run a campaign
  78. 78. Manage Bulk Product Edit by Hextom
  79. 79. Manage Bulk Edit. Everything.
  80. 80. Manage 1. Find Products tag ‘Regular-Price’ 2. Replace Compare at price with Original Price 3. Adjust price by Percentage 4. Round up to .99 5. Schedule to run on Eve of Retail Day
  81. 81. Manage Less than a min edit product prices
  82. 82. Optimise Your Customers are your Influencers
  83. 83. Optimise Okendo Reviews https://www.okendo.io/ Automated Review request upon an order
  84. 84. Optimise
  85. 85. Optimise
  86. 86. Optimise Gather Data on what’s good and bad about your product
  87. 87. Launch Manage Optimise Campaigns like a boss Backroom operations Sales
  88. 88. Thank you xavier.lee@jumpstartcommerce.com
  89. 89. Our Journey on Shopify Wouter Muis // Bundies
  90. 90. #ShopifyMeetup
  91. 91. It’s a great journey so far and it is just the start Feb ‘17 Bundies Pte. Ltd. incorporated in Singapore Jan‘18 Launch for media and influencers Mar ‘18 Trademarked in countries around the world May ‘18 1st funded Kickstarter project Jun ‘17 Funded by Angel Investor Feb ‘18 Available in stores in Singapore and Kuala Lumpur Apr ‘18 Started several partnerships Jun ‘18 Pop-ups at Takashimaya and available at Tangs
  92. 92. The men’s basics market is growing fast in Asia Pacific, but where is the innovation? Limited interaction between consumers and brands Low quality for high prices Conservative industry with lack of product innovation and sustainable production Established brands are not online driven and do not meet higher demands of young adults Consumers’ demands and shopping behavior have evolved, but the market has not. It’s time for change!
  93. 93. A basics brand that innovates and understands what men want Direct to consumer (D2C) approach that creates real customer relationships Premium and comfortable underwear for a fair price Fresh designs. Premium fabrics. Sustainably sourced. Simple, fast and fun online shopping experience By limiting ‘the middle man’ we reduce costs and bring scalability.
  94. 94. Price range Single — S$ 28-32 2-pack — S$ 49-55 3-pack — S$ 69-75 Soft, breathable trunks and boxers made from natural, sustainable Lenzing Modal and Organic Cotton. The most comfortable underwear you’ll ever own
  95. 95. Analytics Shopify to build an e-commerce ecosystem made for scalability Social Media Video Sharing Other Supporting tools Logistics Payments Traffic Newsletter s AdWordsThird party logistic provider
  96. 96. 1st underwear on subscription in Southeast Asia without coding Subscription is easily purchased in a few clicks A Payment is done automatically Underwear is sent every one, two or three months Change or end the subscription at any time Shopify Apps Easy to set up Low or no fixed costs Reviews to make the right choice Great customer services Shopify Expert Great support for a fair price They do the coding for you In collaboration with Shopify Apps Easy and fast way of working How?
  97. 97. Engaging ads to push sales against a low cost per acquisition
  98. 98. Special offer for tonight! Pay cash or by credit card
  99. 99. Q&A Panel

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