This document discusses personalizing marketing efforts to target customers more effectively beyond just the landing page. It provides examples of how segmenting visitors into existing customers versus new customers, or high intent versus low intent, can improve conversion rates and sales. The key takeaways are to focus on one or two important segmentation variables, identify where your funnel has the largest conversion drop off for each segment, and prioritize tests that improve conversion at the lowest cost.

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

4. Total population Market Known View Satisfied Retain Considering Visit Retail Performance Improvement Retail waterfall Buy

5. The landing page & beyond

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

7. Online Conversion Waterfall

12. Category profiling

13. Welcome to DYMO

15. First year results

16. What are the possibilities with reviews?

19. Improvement?

20. Cross sell

21. Standard Buy Now page

22. Shopping cart

23. Buy Now page with seal

24. Winner

25. High cost / high converting keyword

26. Existing customer: Label offer

27. Existing Customer: MyDYMO