The document discusses strategies for converting website visitors into customers through data-driven optimization, highlighting an average e-commerce conversion rate of 2.2% and the importance of personalization. Key recommendations include employing geo-targeting, using online behavior for marketing messages, and tailoring communication based on visitor experience. Additionally, it emphasizes the need for businesses to test approaches and consider device-specific data to improve customer engagement and conversion rates.

1. CONVERTING EXISTING
VISITORS TO CUSTOMERS
Using Data, Testing, and
Personalization
GREGORY NG
CHIEF EXPERIENCE OFFICER

2. QUIZ
E-commerce websites report an
average conversion rate of ____.
A. B. C.
2.2% 5.2% 7.2%
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3. E-commerce websites report an
average conversion rate of 2.2%
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4. Companies on
average spend more
money on traffic
acquisition
than optimization
88:1
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5. 5
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6. If I had a $100,000 budget
$98,876 $1,124
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7. A case for optimization.
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8. The Brooks Bell Formula for Online
Conversion
M+V+O
C= = >1
F+A
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9. The Brooks Bell Formula for Online
Conversion
Relevance of Relevance
Motivation Value Prop of Offer
M + rV + rO
C= = >1
F+A
Conversion
Friction Anxiety
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10. Relevance = the right message
to the right customer at the
right time.
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11. 3 FIRST STEPS

12. 1. Believe in DATA
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13. 2. You must
LEARN!
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14. 3. Stay on target
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15. 10 IDEAS TO USE IN 2012

16. #1: Don’t treat everyone like it’s their first visit
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17. #1: Don’t treat everyone like it’s their first visit
1st Visit 2nd Visit, and every
subsequent visit
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18. #2: Create ways for visitors to self-select
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19. #3: Use geo-targeting to deliver relevant
messages
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20. #4: Speak their language
Free shipping starting with orders over $30! *Details
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21. #4: Speak their language
25%
over English version
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22. #5: Use online behavior to
trigger marketing messages
Search for Dewalt Cordless
Drills. Items added to cart.
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23. #5: Use online behavior to
trigger marketing messages
DAY 1 DAY 2
Item clicked. Item clicked.
DAY 3
Bundled item added to cart.
Abandoned again.
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24. #5: Use online behavior to
trigger marketing messages
DAY 4 DAY 5 DAY 6
Item clicked. No click. Cheaper brand offered.
http://blog.protocol80.com/2011/04/amazon-gets-you-to-buy-its-not-rocket-science/
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25. #6: Use the weather
Connecticut Snow day? Take an EXTRA 25% off
sale and clearance + free shipping
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26. #7: Using Dayparting in your Paid Search
INSIGHT
:
10:00 PM showed
a huge decrease
in clicks and
conversions.
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27. #7: Using Dayparting in your Paid Search
9:59 PM 10:00
PM
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28. #7: Using Dayparting in your Paid Search
9:59 PM 10:00
PM
10%
PAID SEARCH ROI
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29. #8: Don’t assume what works for others works
for you
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30. #8: Don’t assume what works for others works
for you
TOP SECTION
CONSTANT
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31. #8: Don’t assume what works for others works
for you
41%
REVENUE
HUGE impact on future
budget allocation
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32. #9: Consider the device…and your data
PROBLE
M:
Bounce rate was
50% higher with
mobile visitors
7% mobile traffic
and growing
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33. #9: Consider the device…and your data
VS
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34. #9: Consider the device…and your data
22%
DECREASE IN
BOUNCE RATE
16%
PAGEVIEWS
4%
CONVERSION
RATE
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35. #10: Use “relevant messaging” to meet goals
GOA
L:
INCREASE
SALES
OF D&G
GLASSES
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36. #10: Use “relevant messaging” to meet goals
10%
INCREASE IN
RESULTS
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37. #10: Use “relevant messaging” to meet goals
21%
ORDERS OF D&G
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38. 5 T’s OF TESTING
Team Trust Technology Traffic Time
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39. Thanks!
• Follow me on Twitter: @GregoryNg
• Email: g@brooksbell.com
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