As mobile use has exploded, shoppers are using an average of 2.6 devices across 1.5 channels on their journey to purchase. Mobile devices are used for browsing, researching products in store, but increasingly also for making purchases. Mobile is becoming the ‘glue’ between the online and physical stores, and the advent of geo-targeting, mobile wallets and beacons provide exciting opportunities to reach shoppers in the mall and in store with relevant 1-to-1 marketing for the first time. But how should retailers and brands capitalize on these changes in behavior? What techniques work in driving conversions across channels, and how can they be measured? Based on new research of more than eighty million consumers, Charles will share insights into buyer behavior revealing how shoppers are using different channels and devices as part of the same purchase path.

1. Conversion Techniques for
the Cross Channel, Multi-
Device Buyer
Charles Nicholls, See Why

2. Conversion Academy #convcon&@webconversion&
CONVERSION TECHNIQUES FOR
THE CROSS CHANNEL BUYER
Conversion Academy
Charles Nicholls
@webconversion

3. Conversion Academy #convcon&@webconversion&
ABOUT
Charles Nicholls
Chairman, SAP Conversion Academy
SVP Strategy, Marketing Products, SAP
Founder, SeeWhy
@webconversion,,
About,SAP,hybris,
• The&leading&omnichannel&commerce&pla6orm&
• Launched&hybris&Marke<ng&pla6orm&in&Feb&2015&
&

4. Conversion Academy #convcon&@webconversion&
WHAT IS THE
SINGLE
MOST EFFECTIVE
THING YOU CAN DO TO
DRIVE CONVERSIONS?

5. Conversion Academy #convcon&@webconversion&
THE EISENBERG PRINCIPLE
• RELEVANCE
• VALUE
• CLEAR CTA
DRIVING
CONVERSIONS
Increasing&traffic&quan<ty&and&quality&will&have&the&
biggest&impact&on&conversions&
Takeout&#1&

6. Conversion Academy #convcon&@webconversion&
• Fixing the relevance problem
• Cross device conversion realities
• Cross channel conversion practical quick wins
TOPICS

7. Conversion Academy #convcon&@webconversion&
BEING A
CUSTOMER
…SUCKS!

8. Conversion Academy #convcon&@webconversion&
Experience,is,the,sum,of,,
the,cri9cal,points,on,their,journey.,
97%,
of&website&visitors&do&not&
convert&in&any&given&
session&
2.6,
different&devices&are&used&
by&customers&in&making&
online&conversions&
9x,
more&returning&visitors&
will&convert&than&first&<me&
visitors.&&
5,
touches&across&different&
channels&on&average&are&
required&before&conver<ng&
Data:&SAP/hybris&Conversion&Academy&

9. Conversion Academy #convcon&@webconversion&
TAKE OUT #2: CONVERSION IS RARELY ABOUT A SINGLE SESSION
Source:&SAP&Conversion&Academy&
Purchase,
9x&
First,9me,
abandoner,
72x&
Marke9ng,
Serial,
abandoner,
192x&
Probability&of&conversion&&
O.25% & &&2.25%& 18%& 48%&
Marke9ng,
Marke9ng, Marke9ng,
Returning,
visitor,
New,
visitor,
ID, ID,
ID,

10. Conversion Academy #convcon&@webconversion&
TAKEOUT #3
We#need#to#recycle#
visitors
Bringing#them#back#to#
the#site#increases#
probability#of#
conversion#drama9cally

11. Conversion Academy #convcon&@webconversion&
THIS IS WHAT MARKETERS
DO TODAY!
Marketers bombard customers
with irrelevant messages.
Ignoring where they are on their journey
Not targeted, not relevant.
WEAPONS OF MASS DISTRACTION.
ADVERTISING,
SOCIAL,
MOBILE,
EMAIL,
WEB,

12. Conversion Academy #convcon&@webconversion&
69%
OF CUSTOMERS
ARE DISENGAGING
Data:&Aimia&Ins<tute&

13. Conversion Academy #convcon&@webconversion&
MARKETING
IS BROKEN.

14. Conversion Academy #convcon&@webconversion&
WHAT’S NOT BROKEN? SEARCH
‘red&4&slot&toaster’&is&a&clear&signal&of&intent&

15. Conversion Academy #convcon&@webconversion&
CONTEXT MAKES
THE DIFFERENCE.

16. Conversion Academy #convcon&@webconversion&
YOU,CANNOT,
PERSONALIZE&
IF,YOU,DON’T,KNOW,
THE,PERSON,
Companies&use&35&different&systems&to&
capture&customer&data&
Data:&Forbes&Insights&
On&average&companies&use&35&different&
systems&to&capture&customer&data&
Data:&Forbes&Insights&

17. Conversion Academy #convcon&@webconversion&
CONTEXTUAL,
THE,NEW,
MARKETING:,
CONSISTENT, RELEVANT,
based&on&the&
individual&context&of&
each&customer&
across&customer&
touchpoints&and&
channels&
unique&for&the&
individual&at&that&
moment&

18. Conversion Academy #convcon&@webconversion&
TAKE OUT #4 – BUILD THE SINGLE CUSTOMER VIEW
THE,CORE,
• 3600#profile
• Updated#in#real#9me
• Iden9fied#&#Uniden9fied
• Cross#channel,#cross#
touchpoint,#cross#device

19. Conversion Academy #convcon&@webconversion&
• Fixing the relevance problem
• Cross device conversion realities
• Cross channel conversion practical quick wins
TOPICS

20. Conversion Academy #convcon&@webconversion&
SMARTPHONES GET MORE ATTENTION
We#spend#almost#5#
hours#per#day#on#
screens
But#the#most#9me#is#
spent#on#smartphones
Source:&Milward&Brown&AdReac<on,&2014.&
151
147
103
43
Minutes&per&day&

21. Conversion Academy #convcon&@webconversion&
THE PHONE CONVERSION OPPORTUNITY
PC’s#may#dominate,#
but#phone#
conversions#
represent#a#massive#
opportunity
Source:&SAP&Conversion&Academy&2015&
66%&
Desktop&
13%&
Tablet&
22%&
Phone&
83%&
Desktop&
9%&
Tablet&
8%&
Phone&
Intents& Revenue&
Intent&and&revenues&
generated&by&device&Q1&2015&

22. Conversion Academy #convcon&@webconversion&
DEVICES ARE USED FOR DIFFERENT THINGS
Convert&
Select&
Desktop&
11,
(76%),
(24%),
2.6,
100&
Land&
Tablet&
11,
(81%),
(19%),
2.1,
100&
SmartPhone&
8,
0.5,
,(94%),
(6%),
100&
Data:&SAP&Conversion&Academy&
A&visitor&that&adds&to&cart&on&a&SmartPhone&is:&
4x&less&likely&to&purchase&than&on&a&Desktop&
3x,less&likely&to&purchase&than&on&a&Tablet&
Takeout,#5,

23. Conversion Academy #convcon&@webconversion&
REASONS FOR NOT BUYING ON A SMARTPHONE
too&slow&
13%&
plan&to&convert&
elsewhere&
41%&
not&ready&
46%&
Timing#is#key,#but#
phones#are#oKen#
not#considered#a#
conver9ng#device
Data:&SAP&Conversion&Academy&

24. Conversion Academy #convcon&@webconversion&
• Fixing the relevance problem
• Cross device conversion realities
• Cross channel conversion practical quick wins
TOPICS

25. Conversion Academy #convcon&@webconversion&
MOBILE CONVERSION VARIES DRAMATICALLY BY BRAND
Best#in#class#brands#
are#achieving#40%+#
of#conversions#on#
smartphones#and#
tablets
Source:&SeeWhy.&
1%
>50%
Best&in&class&

26. Conversion Academy #convcon&@webconversion&
THE PHONE AS A CONVERSION DEVICE
Phone#conversions#
are#growing
faster#than#tablets
faster#than#
desktops#
4x#
14x#
Source:&SeeWhy&2014&
Q1&2015&YbobY&Growth&in&conversions&

27. Conversion Academy #convcon&@webconversion&
97%& 98%&
99%&
65%#of#email#is#
opened#first#on#a#
smartphone
WHY?
Data:&SAP&Conversion&Academy&

28. Conversion Academy #convcon&@webconversion&
EMAIL TRAFFIC DOMINATES SMARTPHONE CONVERSIONS
email&
62%&
search&
5%&
direct&
12%&
link&
21%&
83%#
of#conversions#come#
from#a#link#/#email
62%#
from#email#alone
Data:&SAP&Conversion&Academy&

29. Conversion Academy #convcon&@webconversion&
AMAZON.COM: 5 CLICKS TO A MOBILE PURCHASE
Email&
showing&
previously&
browsed&item&
&
Product&
Detail&Page&
&
&
Login&Page&
&
Cart&Summary& Order&Page&
&
&
1&
Click&through&
from&email&
&
2&
Add&to&Cart&
&
3&
Login&–&enter&
password&
&
4&
Click&‘Proceed’&
&
5&
Buy&
&

30. Conversion Academy #convcon&@webconversion&
TAKEOUT #5 REMARKETING: GLUE FOR CROSS CHANNEL
CONVERSIONS
Email#carries#
iden9ty#and#
context#across#
channels

31. Conversion Academy #convcon&@webconversion&
TAKEOUT #6: PAYMENT CHOICES ARE CRITICAL
N.B.&Alterna<ve&Payments&are&only&&14%&of&total&conversions&
2x#
convert#with#
alterna9ve#payments,#
compared#with#credit#
cards

32. Conversion Academy #convcon&@webconversion&
THE MOBILE CONVERSION MATRIX
Searching
Devices
Payments
Conver9ng
Consistency#across#
channels,#devices
Simplicity
A#few#clicks#to#convert

33. Conversion Academy #convcon&@webconversion&
• Marketing needs to reinvent itself
– Data needs to be at the core of marketing strategy
– Leveraging visitors signals of intent is transformational
– Building a 3600 view of the customer is core enabling tech
• Mobile is the fastest growing channel
– Its where we spend most time
– It will eventually be the primary conversion device
– Mobile is often part of the purchase path, if not the buying device (yet)
• Mobile conversions require 3 key elements:
– Simplified browsing & search
– Email remarketing carries context across channels
– Stored account details + payments
CROSS CHANNEL CONVERSION SUMMARY

34. Conversion Academy #convcon&@webconversion&
Q&A
www.sap.com&
charles.nicholls@sap.com&
@webconversion&
Conversion Academy