1. The document discusses how personalization and data-driven techniques can improve marketing and conversions for ecommerce businesses. It emphasizes choosing the right technologies, skills, data collection, acting on insights, and testing to optimize personalization over time. 2. Case studies show how personalization such as location-based messaging increased conversions by 13% for one company and encouraging email signups boosted another company's conversions by 33%. 3. The conclusion emphasizes that personalization is key as the world moves back to a more personalized web, and businesses should sign up to stay informed on new personalization research.

1. Personalisation and merchandising
for the digital marketer
Graham Cooke
@thegrahamcooke
#forrforum

2. What are your biggest
levers in ecommerce?
@thegrahamcooke
#forrforum

3. Which lever?
New markets

4. Which lever?
New markets
More traffic

5. Which lever?
New markets
More traffic
Better conversions

6. Ineffective traffic and conversion strategies drive down ROI
High investment
in driving traffic,
rising CPA costs
Attraction
On-site
Return
6
92% of people
don’t buy
Poor return
on investment
for all involved

7. Why have conversion rates fallen?
@thegrahamcooke
#forrforum

8. Consumers have got used to great experiences

9. They are empowered!

10. Innovative companies are designed with today’s customer in mind
Facebook/Google/
Apple generation

11. Innovative companies are designed with today’s customer in mind
Facebook/Google/
Apple generation
Creating new a heart
around digital

12. Innovative companies are designed with today’s customer in mind
Facebook/Google/
Apple generation
Creating new a heart
around digital
Data driven

13. They know one size doesn’t fit all

14. What’s the solution?
@thegrahamcooke
#forrforum

15. Personalisation has existed for a long time
Best
seller
Special
offer
Key
products
Latest
stock

16. Website personalisation is...
Messaging
Announcements
Theme and layout
16
Offers
Recommendations
Widgets

17. For all the different types of people who visit your site...
Basket cases
People who put things in
their basket and don’t buy
17
Lost souls
On site search users who
never find what they're
looking for
First timers
New users in need
of brand reassurance
before they engage
Careful spenders
People who leave long gaps
between making purchases

18. ...And for all the different technologies too
Recommendations
Merchandising
Live help
Reviews
18
Retargeting

19. Modern businesses
should be able to enjoy 10%
conversion rates

20. What’s holding other
businesses back?
@thegrahamcooke
#forrforum

21. 72% agree they ‘understand
importance of personalisation,
but don’t know how to do it’.

22. To what extent do you regard
the following as barriers
to adopting or improving
website personalisation?

23. Effective personalisation needs
to drive a business revolution
@thegrahamcooke
#forrforum

24. Choose the right mix
of technologies

25. The fundamental personalisation technologies
Collect
data
Find
insights
Serve
content
Deploy
widgets

26. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100

27. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100

28. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100

29. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100

30. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100

31. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100

32. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100

33. Get the right skills in house

34. Businesses used to have a head of electricity...

35. Building an organisation for the future
Development

36. Building an organisation for the future
Development
Digital Marketing

37. Building an organisation for the future
Acquisition
Development
Merchandising
Retention

38. Building an organisation for the future
Analyst /
Data Scientist
Acquisition
Merchandising
Development
Retention
Agency

39. New skills are in demand
190K
the shortage in data scientists by 2017

40. Collect the right data

41. Visitor behaviour has changed; traditional tools don’t work
Then: The purchase funnel
Now: The costumer
decision journey
Evaluate
Awareness
Commit
Familiarity
Consider
Buy
Consideration
Purchase
Loyalty
Interest
trigger
Decision
trigger
Experience

42. More advanced models are now required
Quantitative data
Universal Variable structures
all the data from each page
Qualitative data
Visitor Opinion gathers useful insight
as people leave the page
< navigation >
Your products
are hard to find
< description >
< price >
< image >
< colour >

43. Act on your insights

44. The average US customer coming to a UK
website is worth over three times as much
as a UK customer to your business

45. Visitors arriving at lunchtime are 33%
more likely to purchase than at other
times of the day
The worst day to have a sale
is Wednesday on a morning

46. The average UK Safari spends roughly
£30 more on technology per purchase
than Firefox, Chrome and
Internet Explorer users.
Chrome users are the most prices
sensitive - they’re 7% more likely
to complain about price!

47. Be able to deliver

48. A new means of delivery, led by the marketer
Website
A presentation layer
Discovering insights, delivering
content, offers and widgets to your
site; through your browser
CMS
A data layer
Tag Management deploys
your technologies and
aligns your data

49. It can help your business work more efficiently
Analyst /
Data Scientist
Development
Merchandising
Optimisation
Retention
Agency

50. Test, measure and evolve

51. A need for constant measurement

52. Summary
1. Choose the right mix of technologies
2. Get the right skills in house
3. Collect the right data
4. Act on your insights
5. Be able to deliver
6. Test, measure and evolve
52

53. Case studies
@thegrahamcooke
#forrforum

54. 13% conversion uplift
For Childrensalon
Visitors from key strategic
markets, identified by geolocation.
For each of the target markets,
a message layer was created
in the visitor’s native language,
asking whether they would like
to ‘live chat’ with a customer
services representative.
54

55. 7% conversion uplift
For Crew Clothing
New visitors encountering
the brand for the first time.
Three layers designed
to increase brand engagement;
email sign-up, free delivery and
customer service promise.
55

56. 33% conversion uplift
For Stylistpick
New users on their
first pageview.
Three message layers were
created to encourage email
sign up, offer free delivery
and reinforce the customer
service promise.
56

57. 7.3% conversion uplift
For FCUK
All visitors entering on
paid and natural search
A simple message
encouraging this segment
to buy and experiment
with FCUK products.
57

58. Closing thought
@thegrahamcooke
#forrforum

59. The world is going back to being personal!
Village store
Super stores
Experiential
1915
2015
web
3.0
The high street
59
Ecommerce begins
The personal web

60. Be the first to get our personalisation research
Sign up here:
bit.ly/quresearch
60

61. Thanks
@thegrahamcooke
#forrforum