Conversionday. optimization email to web across device
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Danielle Schollow. Growth Strategist de Multiplica US desde Miami nos habla en el #conversionday de Optimization from email to web experience across device type
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Conversionday. optimization email to web across device
- 1. Optimization: From Email to web Experience across Device Typ
- 2. Senior Growth Strategist from Multiplica Boca
- 3. 3 KNOW YOUR INDUSTRY BEST PRACTICES
- 4. We Have seen a Correlation M O B I L E I N F L U E N C E S D E S K T O P W H I C H I N T U R N I M P R O V E S C R
- 5. 5 Mobile now accounts for nearly 70% of digital media time THE ROLE MOBILE PLAYS https://marketingland.com/mobile-now-accounts-nearly-70-digital-media-time-comscore-210094 Testing& Optimization Mobile ShareTesting& Optimization Testing& Optimization
- 6. 6 CustomerBuyingJourney Stage 1 Research Stage 2 Planning Stage 3 Booking E V E R Y C U S T O M E R H A S A U N I Q U E J O U R N E Y
- 7. 7 Using email to empower the users purchase journey MOBILE + EMAIL BY AGE http://info.contactsolutions.com/digital-engagement-blog/mobile-demographics-usage-by-age Testing& Optimization Mobile GenerationsTesting& Optimization Testing& Optimization
- 9. 9 PurchaseJourneyAcrossDevice U S E R W I L L E X P E R I E N C E D I F F E R E N T P H A S E S O F T H E J O U R N E Y A C R O S S D E V I C E T Y P E S Stage 1 Research Stage 2 Planning Stage 3 Booking How are you currently using data from a users device journey and user reporting to optimize experiences? Device 2Device 1 Device 3 ?
- 10. 10 TravelSiteEngagement IN THE 45 DAYS BEFORE PURCHASE, ONLINE BOOKERS FROM THE US VISIT TRAVEL SITES 140 TIMES ON AVERAGE. MOST OF WHICH IS ON MOBILE
- 12. 12 MobileEmailBestPractices •Mobile-friendly email templates •Know the difference between mobile friendly & responsive layouts •Make sure your templates look good across device types •Test horizontal and vertical layouts •Keep subject lines short •Use pre header text •Keep messages short • Half your mobile user will spend three seconds or less on your email •Limit navigation and click though options •Images should be small •Make links clickable •Including social icons
- 13. 13 H O W T O I M P R O V E M Y E M A I L S • Apply industry best practices to your email templates • Improve the email experience for desktop and mobile user to increase mobile conversion rates. • Capture vital information about the customers experiences and priorities. • Utilize intelligent commercial communication STEP 1: DEFINE GOALS
- 15. 15 STEP 3: DEFINE APPROACH I n c r e a s i n g m o b i l e c o n v e r s i o n s Analyze key transactional and marketing emails STAGE 1 Optimize current email creatives with testing structure STAGE 2 Optimize key email user experience (by device type) STAGE 3 Retarget Users who have engaged (opens, click, recent search, add to cart, etc.) STAGE 4
- 16. 16 STEP 4: TESTING Te s t e m a i l v a r i a b l e s Test subject lines, creatives, calls to value!
- 17. 17 IMPROVE UX + CRO
- 18. Testing& Optimization Know what works! LandingPagesthatwill IncreaseEngagement 18 By industry this will differ. Know your industry best practices here too!
- 19. Testing& Optimization Always be optimizing STEP1:OptimizeLandingPages 19 1. Grab attention 2. Build anticipation 3. Use “calls to value” not “calls to action” 4. If capturing leads use intuitive, dynamic, intelligent forms 5. Create urgency & scarcity 6. Utilize social proof 7. Track behavior
- 21. 21 Define marketing objectives by device to optimize experience. Step3:Email+DevicePersonalization 1. Optimize your email per device type 2. BIG DATA connection 3. Optimized Landing Page
- 22. 22 Step 4: Implement Testing Structure U s e d a t a t o i m p r o v e e x p e r i e n c e a n d i n c r e a s e c o n v e r s i o n Group A Email 1 This is a new user receiving the welcome email Step 01 Experience 1 Optimize welcome email LP Step 02 Data They opened email and clicked but did not purchase but searched Step 03 New Group/EXP Research group, provide more data about location Step 04 New Experience Suggested or best deal options showcase Step 05 Start End Define experiences based on user groups & data:
- 23. 23 Optimizing In Action I D E A L E M A I L I D E A L L A N D I N G PA G E
- 24. 24 Optimizing In Action I D E A L L A N D I N G PA G E A P P LY A C T I O N O R I N A C T I O N
- 25. 25 Optimizing In Action U S E D ATA F O R N E X T E M A I L ( W O R K F L O W S ) A P P LY A C T I O N T O N E X T E M A I L
- 26. 26 Optimizing In Action I D E A L E M A I L S E N D I D E A L L A N D I N G PA G E
- 27. 27 Defineemailworkflowsforusertypes Perosnalized Email Journey A. Intro B. Did not enter funnel D. Loyal Customer C. Abandoned cart • Day 1: Welcome Email • Day 3: Value prop showcase • Day 7: Special Deal Email • Day14: Check out these exclusive offers USER EXPERIENCE POWERED BY COOKIES • Day 1: Find Amazing Deals • Day 3: Check out these exclusive offers • Day 7: Special Deal Email • Day14: Don’t let this trip get away • Day 1: Did you forget something • Day 3: Create urgency • Day 7: Don’t miss out! • Day 14: Check out these amazing deal • Day 1: We value you! • Day 3: Exclusive deals • Day 7: Did you know • Day 14: Check out these amazing deal Optimize based on data and desktop/mobile experience
- 28. 28 ServePersonalizedExperiences Identify user (A,B,C,D) & landing page/ action Deal LP Personalize experience, trigger email journey Destination Trigger value props personalization Instant Bounce Triggered email with deals Home Page Personalized home page EXP 3EXP 1 EXP 2 EXP 4 EXP 5
- 29. Testing& Optimization Always be optimizing Experiment.Learn.Repeat. 29
- 30. Digital Experiences that help companies grow 30