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Ways to Increase Revenue
during the Holidays
5

November 14th 2013

Dan McGaw - dan@kissmetrics.com
Twi er

@danielmcgaw #KISSwebinar
We’ll cover…

1

Email segmentation by visitor type

2

On-website advertising

3

Discount Psychology

4

A/B testing on product pages

5

Increase cart size
1

Email Segmentation
by Visitor Type
Send targeted emails
Dynamic content and a/b testing
Gather segments using KISSmetrics
Export your segments to CSV
Import CSV information into ESP
Import CSV information into ESP
Import CSV information into ESP
Use data to segment
Send a targeted campaign
Takeaways

1

Se ing up customer tracking

2

Send emails customers want

3

Create dynamic content
2

On-website Advertising
Your home page is gold!
Control focus and distraction
Do heat map testing
Use caution, but try
Keep it simple stupid
Takeaways

1

Keep it simple stupid

2

Monitor how people use your site

3

Create compelling and valid options
3

Discount Psychology
Customers don’t always want a discount
Main Discount Types

Dollar or Percentage Off
Buy one get one
Quantity Discounts
Rebates
Free Shipping
Quick, which is the biggest discount?

$200 off a $999 TV
!
!

A $35 pair of sunglasses, marked down from $50
!
!

Buy one shirt for $60, get the second for 50% off
Biggest Discount

$200 off a $999 TV

A $35 pair of sunglasses, marked down
from $50
Buy one shirt for $60, get the second for
50% off
Reduce the amount of math
Discounts reduce intent to search
h p://papers.ssrn.com/sol3/papers.cfm?abstract_id=1934762
Takeaways

1

Cut out the math

2

Provide value
4

A/B Testing on Product Pages
What is A/B testing?
A/B Testing Tools

h p://www.conversion-rate-experts.com/split-testing-so ware/
Common experiments
Common experiments
Common experiments
Key Areas to test - Images
Key Areas to test - Product titles
Key Areas to test - Bu on colors
Key Areas to test - Pricing options
Takeaways

1

Pick a tool that works for you

2

Multi-variant test the winner

3

Test everything you can
5

How to increase cart size
Dont sell one item

h p://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0046362#abstract0
Upsell on every purchase

Remember the gloves from earlier?
Offer free shipping with additional items
Offer incentives for spending more
Takeaways

1

Offer similar items as upsells

2

Free shipping for 2+ item carts

3

Offer gi s for spending more
5 Ways to Increase Revenue

during the Holidays
TAKE AWAYS -

1

Use advanced segmenting

2

Test all conversion points

3

Upsell on every item

Dan McGaw - dan@kissmetrics.com
Twi er

@danielmcgaw #KISSwebinar
Want a demo of KISSmetrics?

1

Contact Rossi at
rkhoung@kissmetrics.com

2

Email me at
dan@kissmetrics.com
Questions?
Thank you

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