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Personalisation and merchandising
for the digital marketer

Graham Cooke
@thegrahamcooke
#forrforum
What are your biggest
levers in ecommerce?

@thegrahamcooke
#forrforum
Which lever?

New markets
Which lever?

New markets

More traffic
Which lever?

New markets

More traffic

Better conversions
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
Why have conversion rates fallen?

@thegrahamcooke
#forrforum
Consumers have got used to great experiences
They are empowered!
Innovative companies are designed with today’s customer in mind

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

Facebook/Google/
Apple generation

Creating new a heart
around digital
Innovative companies are designed with today’s customer in mind

Facebook/Google/
Apple generation

Creating new a heart
around digital

Data driven
They know one size doesn’t fit all
What’s the solution?

@thegrahamcooke
#forrforum
Personalisation has existed for a long time

Best
seller

Special
offer

Key
products

Latest
stock
Website personalisation is...

Messaging

Announcements

Theme and layout

16

Offers

Recommendations

Widgets
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
...And for all the different technologies too
Recommendations

Merchandising

Live help

Reviews

18

Retargeting
Modern businesses
should be able to enjoy 10%
conversion rates
What’s holding other
businesses back?

@thegrahamcooke
#forrforum
72% agree they ‘understand
importance of personalisation,
but don’t know how to do it’.
To what extent do you regard
the following as barriers
to adopting or improving
website personalisation?
Effective personalisation needs
to drive a business revolution

@thegrahamcooke
#forrforum
Choose the right mix
of technologies
The fundamental personalisation technologies

Collect
data

Find
insights

Serve
content

Deploy
widgets
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
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
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
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
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
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
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
Get the right skills in house
Businesses used to have a head of electricity...
Building an organisation for the future

Development
Building an organisation for the future

Development

Digital Marketing
Building an organisation for the future

Acquisition

Development

Merchandising

Retention
Building an organisation for the future

Analyst /
Data Scientist

Acquisition

Merchandising

Development

Retention

Agency
New skills are in demand

190K
the shortage in data scientists by 2017
Collect the right data
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
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 >
Act on your insights
The average US customer coming to a UK
website is worth over three times as much
as a UK customer to your business
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
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!
Be able to deliver
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
It can help your business work more efficiently

Analyst /
Data Scientist
Development

Merchandising
Optimisation
Retention

Agency
Test, measure and evolve
A need for constant measurement
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
Case studies

@thegrahamcooke
#forrforum
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
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
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
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
Closing thought

@thegrahamcooke
#forrforum
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
Be the first to get our personalisation research

Sign up here:

bit.ly/quresearch

60
Thanks

@thegrahamcooke
#forrforum

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Personalisation and merchandising session

  • 1. Personalisation and merchandising for the digital marketer Graham Cooke @thegrahamcooke #forrforum
  • 2. What are your biggest levers in ecommerce? @thegrahamcooke #forrforum
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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