Getting the Most From Magento With Acquisition, Conversion, Retention

Acquisition, Conversion and Retention
Getting the Most Out of Your Magento Website
!
!
!
Tuesday, 8th July 2014 from 8.30 AM – 1.00 PM
!
The Hive, 51 Lever Street, Manchester, M1 1FN

The Online Marketing People
Talk To Us:
Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD

Making Magento work with Online
Marketing
Little Greene Case Study
• Overview of frontend features and potential SEO pitfalls
• Overview of backend features and potential SEO pitfalls
• Other Marketing Tools for your armoury
• Where they were
• What we did
• The results

The Most Popular eCommerce
Software with over 25% Market Share
• Free Community Edition
• Licenced Enterprise Edition
• Discontinued Go Edition

• Wishlist Indexation
• Canonicalisation
SEO Considerations:

SEO Considerations:
• Category URLs are not SEO friendly
• Category name and H1 are the same field
• Duplicate content
• Pagination
• Layered Navigation
• Category Structure

SEO Considerations:
• Product URLs are not SEO friendly
• Product name and H1 are the same field
• Duplicate content
• URL structure

SEO Considerations:
• Inflexible
• No hierarchy (in Community Edition)
• WordPress Install for rich media blog/news

Schema.org/Microformats
Schema needs to be built into the Magento Theme.
Social Meta Data
Social Meta Data needs to be built into the Magento Theme.
• Open Graph
• Twitter Cards
• Etc..
Response Theme Available on Latest Versions
Reduced time/cost of development to meet the needs of mobile users

Robots.txt:
• Prevent Indexation of search result pages from your site
Disallow: /catalogsearch/
Resources:
Robots.txt file templates suitable for most standard configurations
http://inchoo.net/ecommerce/ultimate-magento-robots-txt-file-examples/

Resources:
Guide to setting up analytics funnel tracking
http://www.thepixel.com/google-analytics-funnel-tracking-for-magento-one-page-checkout

Remarketing, Retargeting and Affiliate
Remarketing, Retargeting and Affiliate Tracking Code can be implemented
rapidly.

Step 1 Where are we starting from?

• Challenger brand, competing with much larger businesses
• £5m turnover
• 46 people
• Less than £50k p.a. through the website
• A “company with a website”
Understanding the client

Step 2 Where do we want to be?

• 10% year on year growth in sales
• Improve brand awareness
• Work as one team with offline marketing and PR
• Holistic strategy across online and offline
• Build requests for colour cards
• QR codes, mobile microsite
Targets and strategy

1 Improve SEO visibility
2 Develop and implement a PPC strategy
3 Social Media
Implementation

• Campaign to engage with specifically targeted bloggers and
interior designers
• Eames Chair: prize picked specifically for the target bloggers
• Competition page visited 491 times
• High quality blog posts submitted as entries generated 68
referrals to the website
Improve SEO visibility - example

• Keyword research
• Ad creation and testing
Develop and implement a PPC strategy
• Ad extensions
• Remarketing

• Mothers Day campaign
• Win vouchers to spend on Little
Greene’s site
• Targeted at fans of the brand
• Promoted the competition using
social advertising
• 8.36% engagement rate
Paid Social Media - example

Step 4 Megento website for Europe

• Developed a European website in Euros
• Strong market already in France
• Opened the door to new markets in Russia
European Roll-out
“We like to still see ourselves as a niche
business, but our increasing market share means
we’ve achieved a huge growth in status and
become one of the biggest players in the high-
end paint and decorating industry”.

Transaction Growth
Transactions have increased by 153.2% in 3 years

Revenue Growth
Revenue has increased by 262% in 3 years

Best Practice SEO
How can you do this?

• Thorough keyword research
• What are the key terms?
• Thematic sitemap identifies the key pages
• Each page has a purpose and key word targets
• Fully optimise the site for relevant, well searched terms
Technical SEO/ Site Optimisation

• Removal of poor backlinks if necessary
• Earning Quality backlinks
• Content Strategy
• Social Media Connectedness
• Conversion Rate Optimisation
Ongoing SEO to acquire new business

Best Practice PPC
How can you do this?

• Thorough keyword research
• Clear key terms
• Measure, test, adjust, measure and test again
• Small gains add up to large amounts
How we get results in PPC

Any questions?
Thank you for your time…
Talk To Us:
Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD

Where every interaction matters.
The Need for Speed!
July 2014

Speed – What’s the big deal?

Assumptions
• Speed = 10% of your google quality score
• Your homepage loads at + 3 secs (in our case up to 9!)
• You spend £300,000 per month on ppc
ROI Calculation
• PPC will cost at least 10% more = c.£320,000 per year in
overspend.
• -.5 loss in google page rank will cost significantly more.

Don’t just believe me… there is loads of great blog data out there.

Use a Speed tool
• Millions of free tools
• http://tools.pingdom.com/
• We are launching our own
Speed tool – including
SEO impact

What makes Magento faster?
• The right SQL database
• Caching with Varnish
• NginX instead of Apache
• HipHop HV
• High quality code
• Hire a great Systems Integrator – makes all the
difference!
• Lose the legacy tags… (GTM)
• Google Page Speed

What makes you faster?
• Host close to your customers
• Host on a fast fibre network
• Use a Content Delivery Network
• Think about Net Neutrality

Our Focus
• We support faster page load times
• Optimised Magento makes us the “go-to” provider
• Our partners are the UK’s leading eCommerce implementers
• We partner with the plugin ecosystem also
• We are PCI Compliant
• Our commitment goes beyond technology, hence our event programs

In Summary
• Don’t stay in denial…
• You can’t do it alone…
• It’s not a one night stand…

Increase Conversion and Boost Revenues with
Personalized Recommendations
Isaac Moshe, UK Managing Director
!
Manchester
Tuesday, 8th July

Nosto enables online retailers to deliver customers a
personalized shopping experience…
!
…increasing conversion, AOV and customer retention.
About Us

+1.8 billion personalized recommendations generated
AN INTERNATIONAL LEADER1200+ etailers in over 50 countries

Impact of Personalized Recommendations
Objectives Nosto performance
Reduce Bounce Rate +213%
Customers who clicked Nosto
recommendations spent 213%
more time on the site
Increase Average Order Value +24%
recommendations have 24% higher
Average Order Value
Boost Conversion Rate +66%
recommendations converted
66% better

Today’s Talk
The State of E-commerce Right now
A Proven Solution
Typical E-commerce journey
The Good, The Bad and The Ugly
Q&A
The State of E-commerce Right now :
The Growing Problem of Conversion
A Proven Solution :
Personalized Recommendations
The Good, The Bad and The Ugly :
Examples of best practices
Typical E-commerce User Journey :
Which Recommendations work best at each stage in conversion funnel
Q&A

Buyers Are Shopping Around More

Buying Cycles Are Getting Longer

100%
60%
30%
Total visitors
Visiting Shopping Area
Place items in cart
But… after all that hard work and money
1% On mobile
Make a purchase2.8%

Over 75% of Amazon’s Pages Contain Personalized Recommendations

Conversion rate
18%
Over 75% of Amazon’s Pages Contain Personalized Recommendations

Personalizing the customer journey
Cart
Page
Home
Page
Category
Page
Product
Page
Search
Page
Pinky
Board
404
Error
Page
E-mail
Surfboards
Cart
Page
Search
Page

YES?
NO?
6 seconds
Average time before an internet user decides if he stays or leaves a website

baby items sold on Bodie & Fou

baby items, paintings, jewellery…

baby items, paintings, jewellery, wedding gifts

Time spent on the
site increased
by 66%
!
Number of products
viewed increased
by 126%

Buying cycles are getting longer…
research website
awareness
product
search
Pinky
Board
product
awareness
decision payment reception satisfaction
extensive
research
price
comparison
browsing
competition
sharing
for
feedback

research website
awareness
product
search
product
awareness
decision payment reception
Pinky
Board
satisfaction
are buying from the 1st contact
<15%
Buying cycles

£25
£18
£25
£18
Dynamic
Up-selling
£12

Search
Page
Search Page
Customers who search are
!
3-4x!
more likely to buy

Pinky
Board
404
Surfboards
Cart
Page
Search
Page
Cart
Page
Home
Page
Category
Page
Product
Page
Search
Page
Error
Page
E-mail

Pinky
Board
404
Surfboards
Cart
Page
Search
Page
Search and visited
items
!
Search and
purchased items
Recommend
Hottest Items
of the moment
!
Personalize
Content
right down to
individual
recipient
Top List
within the
category
!
Pro Tip:
Filter by brand,
price point or
other tags
Top List:
Most Popular
Right Now
Top List
showcasing store
offering
!
Personalized
Recommendations
Cart
Related items
!
Personalized
Recommendations
Cross-selling
Up-selling
!
Pro Tip:
Filter by relative
price point to
increase AOV
Cart
Page
Home
Page
Category
Page
Product
Page
Search
Page
Error
Page
E-mail

How Can I Help you Today?
How to Humanise the Purchase Journey

1
0
Join the discussion : @dotMailer @Magento #Humanize
• Global Email Service Provider
• eCommerce pedigree
• Automation for online retail
Who are dotMailer?

The growth of online
8%
Overall
$370b
Online Sales
2017
$231b
Online Sales
10%
Overall
2012
Source: Forrester

Humanising the Purchase Journey

• A customer experience
• A brand opportunity
• A chance to connect
Shopping is…
5Join the discussion : @dotMailer @Magento #Humanize

Seize the opportunity online – The Online Purchase Journey
Source: dotMailer Internal
• Account Registration / Welcome Programmes
• Abandoned Browser / Lost Basket Emails
• Transactional Emails / Post Purchase Feedback
• Retargeting / Re-engagement / Replenishment

Account Creation and Welcome Programmes
33% If someone says hi
don’t ignore them!
67% open rate
and 33% CTR
from welcome
messages
• Recreate the offline experience
• Always say thank-you!
• Educate consumer about your brand
• Give opportunities to further interact

Browse and Cart Abandonment
• Send within the hour
• Make sure email is mobile optimised
• Include customer service details
• Use product recommendations
• Test
29%
If someone adds
products to their basket
and drops it, help them!
Sales recaptured
through a three
step abandoned
cart program

Transactional & Post Purchase Feedback
• Again, remember to say thanks!
• Build personality of brand
• Gain knowledge
• Cross sell but make sure you add value
14%
If someone places an
order, say thank you –
encourage them to
come back
Winback with a promo
code sent during
order confirmation

Retargeting, Re-engagement and Replenishment
• Data & segmentation is key
• Harness information from Magento
• Proactively approach your customers
• Treat customers differently to subscribers
67%
Use the information
you already have to
estimate when
customers will return
Repeat customers
spend, on average,
67% more than new
customers

• People like talking about themselves!
• Act on behaviour not just answers
• Service & Satisfaction
• Make it useful
Questions, Questions, Behaviour?

• Treat people differently
• Friends, Family & Strangers
• Tailor the experience
• Make people feel special
Personalisation

• Stand out from the crowd
• Consider your persona
• Always add value & build trust
ROR – Return on Relationship

A 5% increase in retention yields
profit increases of 25 to 100%.
Repeat customers spend, on average,
67% more than new customers
Source: Bain and Company

• The dotMailer way
• Time and Resource – 2 biggest excuses
• Time to Test
• Optimization
Think Big, Start Small, Scale Quickly

1. Welcome
• Sign-up Vs Account? Multi Step, Branched?
2. Abandoned cart
• Customers Vs Guests, Top Customers
3. Post purchase
• New purchasers Vs Veterans,
• Dynamic Content & Seasonal Imagery
Takeaways

“Historically, our number-one growth driver has
been from repeat customers and word of mouth”
Tony Hsieh, Zappos

Thank You!
Presented by:
Stephen Cohen
Magento Email Marketing Consultant, dotMailer
@dotMailer

Getting the Most From Magento With Acquisition, Conversion, Retention

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