'Conversion is King' Exclusive eCommerce Event Decks

Conversion is King
Technologies and trends that will
transform your conversion rate in 2014

Thursday, 13 February 2014
Google Campus, London

Ecommerce Personalization Solution
Nosto helps over 500 retailers across Europe deliver their
customers a personalized shopping experience

Analysis: Q4 2013
Onsite
Recommendations

65%
Greater
conversion

Personalized
Emails

2.2x
Greater
than industry
average

Why are we all here today?
Retailers spend 90% of their marketing budget driving traffic to their stores.
!
But when customers get there...
Greater
conversion

Huge opportunity cost!

Today’s Agenda
16.10 - 16.35: Is understanding how your customers ﬁnd you the key to conversion?
(Andrew Buckman, Chief Strategy Officer at Tradedoubler)

!

16.35 - 17.00: The Power of Consumer Reviews: Using genuine feedback to increase conversion
(Paul Squires, Retail Sales Manager at Feefo)

Greater
conversion
17.00 - 17.25: Everywhere Commerce: Converting impulses from visual content into sales

!
!

(Jaakko Iso-Jarvenpaa, Senior Partner Manager at Kiosked)

17.25 - 17.50: 14 Must-Haves for 2014. Move your messaging forward.
(Kestrel Lemen, Marketing Strategist at Bronto Software)

!

17.50 - 18.00: Q&A and Closing Remarks
(Isaac Moshe, Managing Director UK, Nosto Solutions)

!

18.00 - 19.00: Networking reception with drinks and canapés

Greater
Is understanding how your customers ﬁnd you
conversion

the key to conversion?
!

Andrew Buckman, Chief Strategy Officer at Tradedoubler

Is understanding how your
customers find you the key to
conversion?
Tradedoubler Insight Unit
Andrew Buckman Chief Strategy Officer Tradedoubler
13 February 2014

1

The e-commerce and m-commerce opportunity
E-commerce growth shows little sign of slowing down. Consumer spend
online in the UK will grow by an average of 10% a year from €96bn in 2012
to €141bn in 2016. And this growth will continue to be fuelled by
smartphone ownership.

Smartphone
ownership in the
UK will increase
by 22% a year to
42 million in
2016.

2

42million

Source: eMarketer Western Europe B2C Ecommerce. February 2013.
Worldwide Mobile User forecast. August 2012.

Set against this backdrop of continued growth, our research
looked at how and where performance marketing presents
opportunities in the online customer journey.

2,500 online
shoppers with
smartphones.
411 in the UK
3

8 countries
representing 89%
of Europe retail ecommerce

Online and mobile
research and
purchase behaviour

Online research is hugely popular across many
different product categories
RESEARCH
PURCHASE

60%
50%
40%
30%
20%
10%
0%

5

Research & purchase on PC or laptop.

The e-commerce evolution
across sectors

SECTORS MOST LIKELY
TO CONVERT
Music – 103%

Events – 102%
Apparel – 99%

Online shopping is no longer just the
domain of books, music and flights.
Conversion to purchase now happens
across many different categories, many
of which have traditionally been “try
out” or “try on” items.

Flights – 95%
Groceries – 92%

Gambling – 92%
Train tickets – 92%
Hotels – 91%
Beauty products – 87%

Movies – 83%
6

% who research & also purchase (very often/sometimes).

Monthly online purchase
behaviour: PC is still the
winner, but mobile and
tablet are catching up

VALUE
FREQUENCY

7

€36
2

Tablet figures based on tablet owners.

€87
4

€20
1

Performance marketing is embedded throughout the
purchase journey, so for advertisers, a presence on these
channels is vital to secure a place in the consideration set

8

Performance marketing channels
drive purchase decisions...
93%

66%

60%
49%

48%

47%

41%

35%
24%

9

Types of site used to make purchases (very often / sometimes).

... but performance marketing also drives the
start of the process at the research stage

96%

90%
80%
67%

10

66%

59%

56%

56%

51%

44%

38%

Types of sites used in purchase research (very often / sometimes).

Conversion behaviour
across types of channels
As well as being popular for
purchase research, performance
marketing sites are also highly
likely to convert research into
purchase.

CHANNELS MOST LIKELY TO
CONVERT
Retailer – 97%
Daily deal/group buying – 93%
Cashback – 93%
Loyalty or rewards – 90%
Coupons/voucher code – 82%
Price comparison – 82%
Sector-specific content - 73%
Blogs – 63%

General content - 62%
11


The growing importance of mobile throughout
the shopping process

12

Mobile has become the anytime,
anywhere digital shopping
assistant
Mobile is the default option for internet
browsing almost everywhere, making the
desk at home or work the last refuge for
PC browsing.
Mobile is becoming central to purchase
behaviour too. Mobile use on the high
street provides significant opportunities
for performance marketing.

13

Mobile beats PC for browsing
everywhere except the desk
66%

Home

Shopping

Eating out

94%
65%
3%

Work

14

PC/laptop
61%

4%
50%

Hotel

Travelling

Mobile

17%
47%
3%
43%
45%

Locations where users browse the internet on a mobile.

CONVENIENCE
OUTWEIGHS
SCREEN SIZE

Widespread second screening underlines the need
for a multi-platform marketing strategy

52%
%
48
second
screen
using
mobiles

15

used mobiles
to buy
something
after seeing
an ad on TV

32%

use mobiles
to find out
more
information
after seeing
an ad on TV

Footfall doesn’t guarantee
a sale
How people use
their mobile
when they are
out shopping

Mobile use in store disrupts the
purchase journey, so defensive
and offensive mobile strategies
are required.

Purchase on mobile

45%

Buy in another store
Buy online after researching more

58%
60%

Check for better price
Look up information
16

71%
71%

How often do you do the following when out shopping? Very often / sometimes
Based on all who use their mobile while out shopping

Mobile performance marketing strategies
ensure retailers secure the sale

48%
download
voucher

62%
search for voucher or
discount on something
seen in a store

52%
use vouchers
received on
mobile
17

How people use their mobile when they are out shopping (very often / sometimes).
Based on all who use their mobile while out shopping

Footfall doesn’t
Disrupting the purchase process
guarantee a sale
Retailers are increasingly aggressive when it comes to
disrupting the purchasing process and 58%in store disrupts the
Mobile use of consumers
are use
How peopleabandoning intended purchases through mobile use
purchase journey, so defensive
when out
their mobile shopping.
and offensive mobile strategies

when they are
out shopping
High-street retailers:

are required.

• Offline redeemable promotions
• In-store voucher codes
Purchase
• Receipt-redeemable cashback 45%

Online-only retailers:

Buy in another store

• “Hijack the high-street”

Buy online after researching more

• Geo-targeted mobile campaigns

58%
60%
71%

Look up information
19

Check for better price

71%

Performance marketing drives research
at the start of the customer journey
User journey attribution
96%

90%

SINGLE VS MULTI PURCHASE
CHANNEL
80%

1 click

67%
51%

66%

59%

56%

20%
29%

3+ clicks

20

2 clicks

• Certain publishers better
suited to last-click wins
model

56%

51%

• Consider44% value of
the 38%
publishers further up the
purchase funnel
• Tradedoubler tracks
multiple clicks prior to the
sale

Types of sites used in purchase research (very often / sometimes).

CHANNELS MOST
Conversion behaviour for last-click wins LIKELY TO
Best practice
CONVERT
across types of channels used to identify individual – 97%
• Product-level tracking can be
Retailer
products in basket & justify additional funding from your
Daily deal/group buying – 93%
As well as being popular for
suppliers
Cashback – 93%
purchase research, performance
• Analyse time differences between click and purchase to
marketing sites are also highly
Loyalty
establish which sites are driving more considered or rewards – 90%
likely to convert research into
Coupons/voucher code – 82%
purchases

purchase.

Price
• Protects margins and allows increased exposure comparison – 82%
Sector-specific content - 73%
Cashback sites are more likely
than even retailer sites to
Blogs – 63%

generate a sale.
21


General content - 62%

Monthly online purchase
behaviour: PC is still the
winner, but mobile and the significant
Addressing
tablet are catching upin device spending
variance
Consider specific promotions for different devices,
for example:

• Lower thresholds for mobile - £5 off £30 spend,
free next day delivery, etc.
• For product-led promotions, display lower-value
items
• Use A/B testing to identify which offers work best
on which devices
FREQUENCY
2
4
VALUE
€36
€87

22

Tablet figures based on tablet owners.

1
€20

How mobile drove incremental sales for
theTrainline.com
•
•
•
•

Mobile a key element of the programme
Geo-targeted push notifications
Incentivised check-ins
Stretch cashback to incentivise higher customer spend

26%

Increase in order value

34%

23

Increase in sales over
the campaign period

SUMMARY
Use devicespecific
offers

Disrupt
the
purchase journey
with geo-targeted
offers
24

Protect yourself
from disruption
through mobile
promotions

Content sites
DO add value –
look beyond
the last click

Action points
•

•

Analyse your customers’ behaviour
– How much research do they do before making a purchase?
– What device do they use for Research/Purchase?
– What channels do they use?
– How much value does each link in the chain bring?

•

25

Dive deep into your numbers
– What are your traffic sources?
– How many sales do they bring?
– How much do they cost to bring those sales?

Test, test, test
– Do mobile specific offers drive more volume?
– Can you target your competitors’ customers directly?
– Track everything
– Test some more

Andrew Buckman
andrew.buckman@tradedoubler.com
@andrew_in_paris

26

Greater
The Power of Consumer Reviews:
conversion

Using genuine feedback to increase conversion
!
Paul Squires, Retail Sales Manager at Feefo

An Introduction to feedback
and reviews

What I’m going to cover today

- 
- 
- 
- 
- 
- 
- 
- 
- 

Sales – the changing landscape
Current conversion buzzwords
From Trampolines to eBay and Amazon – Feefo
Benefits of feedback – the ‘Power of Three’
Service and Product reviews – the sweet spot
Ask less – find out more
Avoid Fake reviews
Be transparent /Case studies
Don’t Crash and Burn – Top Tips

What I’m going to cover today

-  Branding, what it’s about, what
-  A real world definition of a brand
-  Some advice for healthy living swamp
This

Customer
Word of
mouth is
the
most
powerful
tool

Then along came the internet
And it all changed

Buzzword
s that
aid conve
rsion

Behavioral Analysis - (Targeted Offers)
Email Personalization – customer specific contact
Chat - proactive chat, reactive chat, exit chat, and clickto-call
Automated Guides – better understand product
features, and assist with the selection process
Re-Targeting – Identification of visitors interested based
on previous search

Feedback
Listening to your customers voice

Most people are honest.
Give praise where it is due; make complaints where
appropriate.
...we have an open forum. Use it. Make your complaints in
the open.
Let everyone know what a joy it was to deal with someone.
Pierre Omidyar

founder 1996

Google
AdWords
stars are a
powerful
way to
increase
clicks

+17%

Show your
reviews
prominently
on your page

Feedback
builds
Trust

Show
service
and
Product
reviews

How
many
product
questions?

Fewer
than
you
think

..companies should be aware that posting fake
reviews is likely to be illegal (under consumer
protection regulations) and could be subject to
investigation by Trading Standards or the
Office of Fair Trading.

The Advertising Standards Authority

Why Showing reviews matters
Problem
A moving and storage company in the Pacific
Northwest had strong conversion but external
reviews on the company on Yelp and Google+
were few and far between.
The client had collected customer feedback to
help improve their business internally, and was
not showing these comments.

Solution
Walker Sands web team
created a reviews page to
capture the sentiment of
the company’s satisfied
customers.

The reviews were
posted at a consistent
frequency of 2-3
reviews per day.

The Results were
overwhelming!

Now over 1,000 customer reviews with an average
rating of 4.5 stars
Reviews page ninth most viewed onsite with visitors
average of eight minutes interacting with site
A dramatic increase in the conversion rate of visitors
that engaged reviews pages.

Visitors that did not view the reviews page converted at
8.46 percent, while those who did converted at 15.4
percent!
The the site began converting so well the company
received more business in the summer of 2013 than they
had since 2006.

‘Adding reviews to your site is one way we
suggest increasing your site’s engagement and
conversion rate. Just make sure the reviews are
authentic, and don’t be afraid to include negative
reviews. ’

Katie Donabedian
www.walkersands.com

Other reasons genuine reviews help increase
conversion
Fresh, unique content for search engines helps
page ranking

63% of customers are more likely to make a
purchase from a site which has user reviews
iPerceptions, 2011
Consumer reviews are significantly more trusted
(nearly 12 times more) than descriptions that come
from manufacturers
eMarketer, February 2010

Genuine testimonial
…after just one month we have already seen an
increase in conversion rates from an average of
2.5% of visits to a current 4.98% (nearly 100% up)
for January
Nothing else has changed on the site and so we
have to put it down to Feefo service and the
additional ‘listening to your customer’ to increase
conversion
John Hewitt
www.bamfordtrading.com

Genuine testimonial
…we understand the importance of being able to
guarantee 100% genuine feedback as Feefo does.
Our 92% Quality Score is a true testament to our
continued commitment to improving the customer
experience.
… together with Feefo we will be able to build on
this further and faster in the future
Stuart Newman
www.expedia.co.uk

1. Power of Three
2. Ask Service and Product
3. Show Your feedback – all of it!
4. Use a Google Partner!
5. Be Transparent – respond!

Thanks for listening
Any questions?

Greater
Everywhere
conversion

Commerce:

Converting impulses from visual content into sales
!
Jaakko Iso-Jarvenpaa, Senior Partner Manager at Kiosked

EVERYWHERE COMMERCE
Converting Impulses from Visual Content to Sales
JAAKKO ISO-JARVENPAA
SENIOR PARTNER MANAGER, Kiosked Ltd
+44 7587 959796 ! 1 Sekforde Street ! EC1R 0BE London, UK
jaakko@kiosked.com ! @ jaakko_ij • www.kiosked.com

WELCOME!

AGENDA FOR TODAY

INTRODUCTION
CONTENT DRIVING COMMERCE
EVERYTHING IS A PORTAL
FROM IMPULSE TO ACTION
QUESTIONS?

© Kiosked copyrighted material

1. CONTENT DRIVES COMMERCE
The Rise of Video

ECOMMERCE GROWTH – NO BIG
NEWS

1.3T

$

The global eCommerce
market size is estimated
to have reached in 2013

20%

Of the global retail market is
expected to come from
eCommerce by 2020 and
+50% by 2030

1. CONTENT
DRIVES
COMMERCE

Content builds
relationships.
Relationships are
built on trust. Trust
drives revenue.
Andrew Davis, Author

© Kiosked copyrighted material!

1. CONTENT
DRIVES
COMMERCE

72%

Of marketers are using
video today

71%

Of people say there is no
better way to bring a
product to life than video

40%

The increase in conversions
(for video) compared to
other content types

90%

Of the online population will
regularly watch video by
2017

1. CONTENT
DRIVES
COMMERCE


THE RISE OF VIDEO

2. EVERYTHING IS A PORTAL
From Multi-Screening to Omni-Channel

THE YEAR
OF MOBILE –
AGAIN?

28%

Increase in mobile
shopping on Cyber
Monday in 2013

90%
The percentage of
screen based media
interactions

25%

Of eCommerce
market size is on
mobiles by 2017

77%

Time spent in front
of TV and multiscreening

2. EVERYTHING
IS A PORTAL


LARGEST GROWTH SEGMENTS
”ON SCREENS”

2. EVERYTHING
IS A PORTAL


FROM MULTI-SCREEN TO
OMNICHANNEL

3. FROM IMPULSE TO ACTION
Interactive Content Becomes Reality

3. IMPULSE TO
ACTION

Give people what they
want, when they want
it, in the form they
want it in.
Kevin Spacey,
Award winning actor & producer


3. IMPULSE TO
ACTION

WHAT IS EVERYWHERE
COMMERCE?
With Everywhere Commerce
advertisers and publishers can
connect with consumers at any
point of time, on any device.
Everywhere Commerce does not
limit the consumer experience to
any time or place, it is always on
and available.


3. IMPULSE TO
ACTION

TURNING CONTENT INTERACTIVE
3. IMPULSE TO ACTION


3. IMPULSE TO
ACTION

© © Kiosked copyrighted material!
Kiosked copyrighted material

INTERACTIVE CONTENT ACROSS
ALL CHANNELS

3. IMPULSE TO
ACTION

INTERACTIVE APPS

30-40% 8-12%

Engagement Rates with
the ad and the individual
products are remarkable.!

Action Rates are
considerably higher than
traditional ad formats.!

3. IMPULSE TO
ACTION

CONSUMERS ARE ASKING FOR IT!

+12%
The increase in time spent
on site that has interactive
content.

50 X
CTRs of interactive content
compared to banner
advertising.


30-40%
Almost half of all visitors
engage with interactive
content!

40 %
40% of online consumers’
purchases are impulsive.

SUMMARY

WRAP UP

CONTENT DRIVES COMMERCE
!  Is your content strategy up to date?
!  Invest in video in 2014!

FROM SCREEN BASED TO OMNICHANNEL REALITY
!  The purchase funnel is no more, mobile is the core
!  Reach your consumers in the right touchpoints

INTERACTIVE CONTENT ALLOWS DISCOVERY
!  Everywhere Commerce – turn impulses into actions and put content to work!
!  Join webinar on ‘Interactive Video’ next Tuesday: http://goo.gl/bPlqAI


JAAKKO ISO-JÄRVENPÄÄ
SENIOR PARTNER MANAGER, Kiosked Ltd
+44 7587 959796 " 1 Sekforde Street " EC1R 0BE London, UK
jaakko@kiosked.com " @ jaakko_ij • www.kiosked.com

Greater
14 Must-Haves
conversion

for 2014.

Move your messaging forward.
!
Kestrel Lemen, Marketing Strategist at Bronto Software

Thank you!

www.nosto.com

|

sales@nosto.com

|

@nostosolutions

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