Journey2019: The State of CJO
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Hear the results of the first major study into Customer Journey Optimisation, conducted by Yieldify with input from over 200 marketers. First presented at Journey2019 on March 13th, 2019.
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Journey2019: The State of CJO
- 1. The State of CJO in 2019
- 2. Rishi Vaja Data Analyst Alex McGregor EMEA Services Director
- 3. The State of CJO
- 4. 200marketers across the UK & US We surveyed
- 5. Here’s what they told us...
- 6. 1. Acquisition still beats retention
- 7. Acquisition vs. retention “More than half of marketers spend 60% or more of their efforts on acquiring new customers, rather than retaining existing ones”
- 9. 2. The customer journey is no longer a mystery
- 10. The customer journey “More than 70% of marketers feel they have a good understanding of the customer journey”
- 12. 3. CJO is not just another acronym
- 13. CRO vs. CJO vs. Personalisation “CJO is gaining rapid traction as a distinct, definable practice in the marketer’s skillset”
- 15. 4. 2019 is about quick wins (for now)
- 16. 2019 CJO strategies “Marketers go after low-hanging fruit when it comes to customer journey optimisation.”
- 17. = number of respondents
- 18. 5. Personalisation is priority
- 19. 2019 CJO focuses “More customer feedback is in store for 2019, but marketers aren’t shying away from the more challenging tools and strategies.”
- 21. So what does it all mean? 5 learnings from the State of CJO
- 22. 1. Acquisition vs. retention
- 23. Despite rising costs, marketers are still more focused on acquisition Source: ProfitWell
- 24. “The typical website fails to convert around 97% of its visitors” BigCommerce
- 25. Learning #1 optimise your acquisition journey Target by referral source ● AdWords ● Google Shopping ● Social media ● Email
- 26. Learning #1 optimise your acquisition journey Highlight your USPs e.g. ● Free returns ● Free shipping ● Gift wrapping & other services ● Sampling
- 27. 2. From understanding...to optimising
- 28. 70%of marketers are satisfied with their understanding of the customer journey
- 29. But less than half used customer journey mapping in 2018, just 42%
- 30. Learning #2 map your customer journey Steps to map your journey Look at your analytics Identify your moments of truth Put those moments under the microscope Do it again for different channels Break it down by segments or personas
- 31. Learning #2.1 optimise it! Basics to get right: ● Journey stage e.g. new vs. returning
- 32. Learning #2.1 optimise it! Basics to get right: ● Journey stage e.g. new vs. returning ● Recognising intent e.g. item in basket
- 33. Learning #2.1 optimise it! Basics to get right heading: ● Journey stage e.g. new vs. returning ● Recognising intent e.g. item in basket ● Contextual data e.g. location, device
- 34. 3. From CRO to CJO
- 37. Learning #3 test and learn To discover ● The right messages to use
- 38. Learning #3 test and learn To discover ● The right messages to use ● How many messages to show Conversion rate: number of campaigns seen
- 39. Learning #3 test and learn To discover ● The right messages to use ● How many messages to show ● The optimal combination
- 40. 4. Getting more from customer feedback
- 41. “Seeing a company act on their feedback would make 97% of customers likely to become more loyal” Apptentive
- 42. Learning #4 don’t just collect feedback... Use it ● To segment visitors, and continue their journey
- 43. Learning #4 don’t just collect feedback... Use it ● To segment visitors, and continue their journey ● To build trust when it’s needed most
- 44. 5. Achieving personalised customer journeys in 2019
- 45. 46% 56% Marketers want it Source: Yieldify campaigns data % of personalized campaigns delivered to Yieldify clients
- 46. Consumers do too Source: Yieldify survey of 1000 online shoppers “I expect brands to have up to date information on my preferences across channels”
- 47. Here’s how brands are achieving it now Learning #5 get smart with data Source: SLI Systems
- 48. Learning #5 get smart with data ● Behavioural data, like basket value
- 49. Learning #5 get smart with data ● Contextual data, like location or weather
- 50. Learning #5 get smart with data ● Real-time data, like how many visitors are viewing a product
- 51. In summary
- 52. What did we learn? 1. Optimize acquisition journeys based on referral source 2. If you haven’t already done it… map your customer journey 2.1. If you have...start out optimizing it, getting the basics right first 3. Move beyond CRO: look at the journey as a whole, and test each touchpoint 4. Don’t just collect feedback, use it throughout the customer journey 5. Leverage behavioural, contextual and real-time data to personalize the journey
Editor's Notes
- Excited to be kicking off ---------SMILE Revealing the results of the First ever CJO Report Challenges Solutions Slido Great to be starting the day at Journey2019 To kick off, we’re going to start by taking stock of Customer Journey Optimisation at this precise moment in time Over the next 20 minutes, we’ll be revealing the results of the first ever report into CJO You’ll see where the common challenges are And we’ll also talk about potential solutions Along the way, we’re going to be asking for your opinions Make sure you’re on sli.do
- Rishi works closely with our CS team to ensure our clients are getting best data-driven insights. Alex is one of our longest-serving Client Success leaders at Yieldify, having joined the company as its 7th hire. She looks after the Retail and Travel teams in EMEA
- Alex We’ll review those answers in just a second what did we find find?
- Alex Surveyed 200 marketers Understand how they are currently optimising Challenges Plans for 2019 To understand the state of CJO we wanted to go straight to the source - marketers themselves. So late last year we surveyed 200 of them to understand more about how they are currently optimizing the customer journey, the challenges they are facing, and their plans for 2019.
- Segway - Rishi
- Rishi
- Rishi Many of our clients focused on acquisition (RISING ACQUISITION COSTS). where priorities lie when it comes to acquisition vs retention how much time, effort & resource are given? And, perhaps unsurprisingly we found that the majority are focusing on acquisition - more than half of marketers spend 60% or more of their efforts on acquisition.
- Rishi Talk through graph. Interesting that acquiring a new customer cost 5x as much. Consider success of converting an existing customer is 60-70% versus 5-20% for a new customer, and we know it’s probably even lower in the world of e-commerce, where average conversion rates sit around 1-3%, then this focus on acquisition presents a bit of a challenge…. But stick a pin in that for now - and we’ll come back to it shortly
- Alex
- CJ- how do marketers feel about it Their understanding Their optimising Good new 70% have a good understanding Alex So what next? The customer journey. Here we wanted to understand how marketers feel about this - Their understanding of it Their optimization of it And it was good to see that 70% feel they have a good understanding of the customer journey
- Alex Nuance Ability to act- cross channel & CR SW- Rishi coming back to question we asked \But again, looking closer reveals some interesting nuances What’s clear from the survey responses is the ability to act on this knowledge is still presenting a challenge, particularly when it comes to cross channel, and conversion rates
- Rishi
- Rishi Personalisation and Conversion Rate Optimisation have been around. We wanted to see where they see Customer Journey Optimisation. With multiple definitions in the market of ‘personalization’ in particular, we were interested to understand whether CJO is viewed as a distinct practice. The answers present a mixed but promising picture.
- Rishi Majority of marketers are confident in making the distinction - OVER 60% There was a slightly greater confidence was in in the distinction between CJO and Personalization - distinct practices. This aligns with what were seeing in the wider industry, as marketers move beyond traditional CRO tactics, to CJO as an evolution of CRO. Then we see personalization - and as Jay just mentioned, In-Page Personalization is a tool marketers can use within the strategy of CJO, to optimise their customer journey. SEGWAY: Let’s have a look at what marketers have actually been doing?
- Alex
- Alex So if marketers recognize CJO as a distinct, definable practice - how did they go about it in 2018? Different tactics Low hanging fruit What are they? We asked about a whole host of different tactics, and we discovered that marketers are very much going after the quick wins when it comes to CJO So what are those?
- Explain graph Feedback CJ mapping = why 70% have a good understanding of the CJ AI SEGway : Personalisation plans for 2019 - Rishi We can see here that one of the most used, highest priority tactics is customer feedback. This is also ranked as the easiest to implement and execute on Customer Journey mapping and usability testing were other tactics that were fairly high priority, but not too difficult This is perhaps why we saw the majority of marketers saying they had a good understanding of the customer journey. Not so surprising when these are the kinds of tools they are prioritizing Finally we see AI and machine learning as the most difficult, least implemented
- Rishi
- Rishi So what about in 2019, will much change? Well, yes and no. Marketers will continue with those ‘easier’ tactics, but also start to tackle some of the more challenging ones
- Rishi Namely, personalization Despite being listed as a ‘difficult’ strategy, personalization rounds out the top three Interestingly it is more of a priority in the US than UK. 37% of US marketers plan to implement it in 2019. Adding this to those who are already using it, brings us to nearly 2 thirds of marketers aiming to create personalised customer journeys in 2019
- Alex So, what does it all mean? Let’s take a look now at 5 things we can learn from the state of CJO
- Rishi
- Rishi We know that despite rising costs, marketers are still more focused on acquisition Where should our focus be?
- Rishi Well... if we look at an average e-commerce conversion rate, there’s still a lot of work to do considering the typical website fails to convert around 97% of its visitors this is especially scary when we think about these users being more expensive and valuable paid traffic!
- Rishi So… Optimizing your acquisition journeys starts by understanding how visitors differ in behaviour depending on traffic source. Soak example: (this won journey of the year at the Firefly awards). The idea was to target PPC traffic and reduce bounce on radiator page. Upon exit - overlay shows to see if users wants to shop by STYLE, ROOM or COLOUR. This campaign worked on two levels. Reduce exit - learn more about their traffic.
- Rishi Here’s another example for one of our luxury brands Montblanc. In this example, Montblanc highlighted USPs to abandoning visitors - 39% uplift in conversion. Exclusive services like engraving and branded gift wrapping, really gave their visitors a reason to purchase beyond price. Segway - But what about your journeys as a whole?
- Alex
- Alex So one of the other things that came out of the report is that 70% of marketers are satisfied with their understanding of the customer journey
- Alex But interestingly, despite it being ranked as one of the easier tools at the marketers’ disposal, less than half of marketers have mapped their customer journey
- Where to start if not mapping Work shop Understand customers, Pinpoint where it will have the biggest impact Steps 1. GA - onsite path 2. going to most- looping, abandoning getting stuck 3. In those areas- what are they looking for (££ , info etc) 4. Repeat - different channels 5. Split by segments or personals ( business VS leisure) Alex So - first up if you’re part of the 58% of marketers who aren’t using customer journey maps - then that’s where you need to start. At Yieldify this is generally something we’ll do together in a workshop as it’s a great way to understand more about your visitors and help pinpoint the areas for improvement that will have the biggest impact. So at a high level the steps are… Look at your backend analytics (Google Analytics or similar tool) and find the multiple different onsite paths Assess which areas users are going to the most and where they’re abandoning, looping or getting stuck Then in each of those areas, what are they looking for? i.e. are they looking for more information before they convert, are they off to compare elsewhere? You can then apply different channels doing the same thing. So what are the PPC, SEO, Direct, Email, user journeys like? Take this a step further by breaking this down by segmentation (new vs returning or if you can, personas e.g. Business vs Leisure traveller)
- Already done this… nexxt Basics of optimising Stage of journey - relevant & personalised? New vs returning - Skyn iceland Alex And what about those who’ve already mapped your customer journey? Well.. you probably have a pretty good idea of what you need to do. But here’s a few basics I recommend you get right Consider the different stages of your customer journey and how you’re going to make these relevant and personalised e.g. how are you going to treat a new vs. returning visitor differently? In this example here beauty brand Skyn Iceland encouraged awareness of its loyalty scheme, with different messages to new visitors vs returning customers
- Alex 2. Think about how you can recognise and encourage purchases from users showing high intent to purchase. For example here fitness apparel brand Hylete used a progress bar to encourage visitors who added items to cart to unlock more of their deals, gamifying the experience to boost average order values.
- Alex _ SEGWAY - Now you’ve got the basics right, how can you take it to the next level? Finally, make use of contextual data. Even if you don’t know much about a visitor, using this type of data can make all the difference in creating an optimized customer journey. [mention CJO guides on stand] Here in this example from Lancome, we created a lead gen campaign that’s targets on the location of the user so that from the moment a new visitor arrives they’re getting a tailored experience, and so are more likely to share their data.
- Rishi And so we already talked a bit about how CRO has evolved, and the differences between CJO and personalization. But how should marketers evolve from traditional CRO?
- Rishi So the key difference between CRO and CJO - is that you stop focusing on the conversion...
- Rishi And you start focusing on the journey. This has pretty much been our mantra at Yieldify for over a year now. Easy to say and sounds simple, but how do you actually go about this?
- Rishi TEST AND LEARN APPROACH! Gives you the best message to show. is it social proof to drive urgency, or USPs to highlight exclusivity, or which formats and designs work best for your audience? Stansted express, adopted this approach on their booking flow. This early booking message was shown to work well for upper funnel visitors, driving a 6.2% conversion rate uplift on mobile
- Rishi The learning aspect means having to look at the data and finding insights such as what is the optimum number of messages to show visitors? For Stansted Express: 4 messages Led to 120% higher than just one message.
- Rishi Finally, this helps you discover the optimal combination of messages - how many, what format and what stage of the journey. For Stansted Express it was the combination above. Inclusung USP messaging Dynamic Social Proof, abandonment recovery & reassurance messaging within checkout.
- Alex So we saw customer feedback as the top tool in 2018 is there more that brands could be doing with this feedback when it comes to the customer journey?
- Yes, we need to bee using and acting on this feedback Recent survey - Customers are 97% more likely to be loyal if they feel feedback if acted on. So how? Alex Well… maybe. With so much feedback being collected, there’s a danger your customers might be getting fatigued. One way to prevent this is to show that you’re putting feedback to good use too increase customer loyality.
- NPS - valuable But Use it & Collect real time to segment and optimise journey Design Toscano Recapture attention abandoning users Segment in real time & learn about the users Asked why and promoted 3 different options
- Surface feedback Recent survey 63% more likely to ££ when have user reviews Trustipllot - product page Reassure customers buying personal medication SEGWAY - OVER TO RISHI FOR THE FINAL LEARNING Alex Surfacing customer feedback at the right moment in the customer journey is a highly effective way to build trust and improve conversions. A survey on the power of feedback showed that 63% of customers are more likely to make a purchase from a site which has user reviews. In this example from online pharmacy MedExpress, the brand surfaced its excellent trustpilot score on the product page to provide that extra piece of mind for visitors buying personal medication. This campaign drove a 12.2% increase in conversions
- Rishi So our final section - achieving personalized customer journeys. We saw from our survey that almost 2 thirds of marketers will be aiming to do this in 2019 Maybe you’re among them
- Rishi While you answer that, here’s some data that we’ve seen from last year. Direction is clear - question is how fast?
- Rishi Another survey: this time with 1000 online shoppers. And consumers more than want it, they expect it! And we found that 63% of all consumers now expect brands to have up to date information on their preferences across channels. These expectations are even higher when it comes to a millennial audience.
- Rishi Finally, we in our State of CJO report that 27% of marketers are already using personalization. And here’s how they’re doing it - mostly through online behaviours It’s one of the simplest ways to personalize experience easily
- Rishi We’ve talked through a few personalisation campaigns today, such as location, or added to basket or not. Why not create a personalised customer journey by using a dynamic promotion? A dynamic promotion is one that changes based on visitor behaviour - in this case the basket value Beauty client - combined progress bar with gif to highlight what free gifts visitors could explore
- Rishi Here’s another example of how to use contextual data. Stationery retailer Scribbler gave their users a heads up when the ‘beast from the east’ caused delivery delays, a really simple solution that provides a lot of value for the user.
- Rishi Finally, even if you don’t know much about your visitors, there’s still a chance to create relevance based on real-time data. For travel brands this might be time of day or day of week. Australian menswear retailer MJ Bale emphasised trending products on their site. Based on Yieldify’s benchmark data from over 200k campaigns. Dynamic Social Proof can drive c.r. uplifts from 6% to +48%, depending on the targeting criteria. Average falling around +8%.
- Alex
- Alex Optimizing acquisition is a high priority for marketers - so really get to know the behaviour of visitors & tailor the on-site journey most your spend. 58% of marketers not mapped customer journey, get on it! Optimise the basics like new vs. returning visitors. To move beyond CRO - ensure you’re looking at the journey as a whole, testing and learning as you go Customer feedback Finally, think about what data you have and how it can be applied to personalize the journey for different types of visitors.