SlideShare a Scribd company logo
Personalizing and segmenting your marketing efforts to more effectively target your customers “ ROI improvement beyond the landing page” ,[object Object]
 
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
Total population Market Known View Satisfied Retain Considering Visit Retail Performance Improvement Retail waterfall Buy
The landing page & beyond
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
Online Conversion Waterfall
Conversion per step Visit Browse Select Buy Return 80% 5% 50% 45% 10.000  8000 400 200 4500 2% ,[object Object]
Conversion per step Visit Browse Select Buy Return 20% 25% 40% 10% 2% 10.000  8000 400 200 4500 ,[object Object]
Conversion per step Visit Browse Select Buy Return 20% 25% 10% 10% 0,5% 10.000  8000 400 200 4500 ,[object Object]
Marketing experiments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Category profiling
Welcome to DYMO
Product reviews ,[object Object],[object Object],[object Object]
First year results
What are the possibilities with reviews?
 
 
Improvement?
Cross sell
Standard Buy Now page
Shopping cart
Buy Now page with seal
Winner
High cost / high converting keyword
Existing customer: Label offer
Existing Customer: MyDYMO
3 Actionable take-aways ,[object Object],[object Object],[object Object]

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