The document discusses performance marketing and conversion rate optimization at The Iconic, an online fashion retailer in Australia. It describes The Iconic's vision and marketing approach, which involves targeting customers using different channels and optimizing the customer experience across the purchasing funnel. It provides tips on driving traffic to the website, converting visitors into customers through testing and recommendations, considering micro-conversions, and optimizing landing pages for straightforward design, managing expectations, metrics-driven layouts, emotional inspiration, and usability. The overall message is that performance marketing requires testing and optimizing all aspects of the customer journey to improve conversion rates.

1. THEICONIC.COM.AU
PERFORMANCE MARKETING
& CONVERSION RATE OPT
The combination of Art & Science

2. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
THE ICONIC VISION
“THE ICONIC is Australia's most comprehensive
online fashion authority, providing consumers an
engaging and personalised shopping experience,
enhanced by exceptional customer service”
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3. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
OUR POSITIONING
Logo size indicative of traffic
Full Service
Niche Broad
range range
Low service
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4. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
OUR MARKETING APPROACH
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5. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
WHAT IS PERFORMANCE MARKETING?
“The ability to target and improve
marketing performance using data, ultimately
only paying for success”
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6. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
“I know half of my advertising isn’t working,
I just don’t know which half.”
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7. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
“I know half of my advertising isn’t working,
I just don’t know which half.”
William Lever, 1851-1925
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8. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
IT IS HERE TO STAY
Slide with Citi Bank data
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9. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
PERFORMANCE MARKETING AT THE ICONIC
Performance Channels Main KPI's to manage Improve the funnel
› SEM / SEO › Know everything about
Impressions
› Affiliate advertising your potential customer
› Display advertising
Click-through-rate › Know on what she
› Newsletter bases her decisions on
› On-site
Visits › Understand what she
looks for
› (Magazine)
Conversion Rate
› Customize her whole
› (Print & Radio)
experience around her
› (TV)
Sales identified needs
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10. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
FIRST GET THE CUSTOMER TO YOUR SITE
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11. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
THINK OF FLOW RATHER THAN LAST-CLICK
Newsletter
SEM Display Organic
Banner
Purchase
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12. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
WHEN THEY ENTER  CONVERT THEM
Channel Landing
Traffic Page
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13. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
OPTIMIZE YOUR TRAFFIC VIA TESTING
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14. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
SHOW THE CUSTOMERS WHAT THEY WANT
Product Popularity
Search Engine
Recommendation Filter
Product recommendation Catalog
commendation
Catalog
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15. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
CONSIDER MICRO-CONVERSIONS
Don’t make your call on 2% of your customers
• Store Locator
• Request a catalogue
• Create a new account
• Follow you on social media
• Email sign-up
• Request a quote
• Write a product recommendation
• Create a wish list
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16. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
5 TIPS ON CONVERSION RATE
OPTIMIZATION
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17. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
1. BE STRAIGHTFORWARD
• 2-3 seconds to capture
the customer
• Keep it simple
• Design for a wide
audience
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18. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
2. MANAGE EXPECTATIONS
• A logical extension of the ad
• Match graphical elements
• Work down to sub-categories to
meet different needs
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19. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
3. DESIGN ACCORDING TO METRICS
• Arrange information per your objective
• Categorize using search terms
• Entice users to buy similar products
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20. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
4. INSPIRE THROUGH EMOTION
• A purchase is emotive
• Instill a positive customer
experience
• Blurry backgrounds and
clear close-up imagery
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21. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
5. OPTIMIZE YOUR DESIGN
• Right colors & placement
• Person looking at you
or CTA
• Consider the fold
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22. Thank you
THEICONIC.COM.AU