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Supercharge clients websites with ems - kentico roadshow 2017
- 1. How we use Kentico EMS to supercharge client websites Kentico Roadshow 2017 - London Henry France, Digital Marketing Manager at Distinction 7 November 2017
- 2. Henry France • Marketing Manager • Used Kentico EMS since 2014 • I help our clients make better websites for their customers! 7 November 2017 Distinction 2
- 3. 7 November 2017 Distinction 3
- 4. Disclaimer Selling EMS is the easy bit… But getting clients to use it… now that’s a challenge! 7 November 2017 Distinction 4
- 5. Key EMS points • Get them started! • It takes more than implementation • Get clients thinking early • It needs constantly working on after you implement to refine and optimise • EMS + Google Tag Manager = 7 November 2017 Distinction 5
- 6. 7 November 2017 Distinction 6 Case Study #1 - Automation
- 7. Make your shopping cart work harder Logic for work: Competition and price comparison contacts How we tackled the problem: Abandoned basket Results: ROI baby! 7 November 2017 Distinction 7
- 8. Test your theories 7 November 2017 Distinction 8
- 9. Test your theories 7 November 2017 Distinction 9
- 10. Time and cost matrix test plan Time to wait Type of email 30 mins Discounted emails - 10% Discounted emails - 5% No discount 1 hour Discounted emails - 10% Discounted emails - 5% No discount 4 hours Discounted emails - 10% Discounted emails - 5% No discount 6 hours Discounted emails - 10% Discounted emails - 5% No discount 8 hours Discounted emails - 10% Discounted emails - 5% No discount 7 November 2017 Distinction 10
- 11. Time and cost matrix test plan Time to wait Type of email 30 mins Discounted emails - 10% Discounted emails - 5% No discount 1 hour Discounted emails - 10% Discounted emails - 5% No discount 4 hours Discounted emails - 10% Discounted emails - 5% No discount 6 hours Discounted emails - 10% Discounted emails - 5% No discount 8 hours Discounted emails - 10% Discounted emails - 5% No discount 7 November 2017 Distinction 11
- 12. Boom! 7 November 2017 Distinction 12
- 13. Key learnings • You can have a theory and standard industry rules, but it doesn’t make it right for every type of business • Abandoned basket automation needs testing…A LOT! • You need to understand your own customers’ purchase behaviour and what drives the purchase 7 November 2017 Distinction 13
- 14. Case Study #2 – Anonymous Personalisation (an oxymoron?!) 7 November 2017 Distinction 14
- 15. How do we measure engagement? • Logic for work: Standard activities just don’t cut it • How we tackled the problem: Get custom • Results: A client that can be as targeted as they want 7 November 2017 Distinction 15
- 16. The challenge 7 November 2017 Distinction 16
- 17. Customise that shit! 7 November 2017 Distinction 17
- 18. A happier activity log 7 November 2017 Distinction 18
- 19. Better contact groups 7 November 2017 Distinction 19
- 20. Better experience = higher conversions 7 November 2017 Distinction 20
- 21. 7 November 2017 Distinction 21
- 22. Amplify with Google Tag Manager Kentico EMS • AB Testing • MVT Testing • Personalisation • Campaigns Google Tag Manager • Scroll depth • Element hover / visibility • Element click tracking • Advanced UTM 7 November 2017 Distinction 22
- 23. Key learnings • Personalisation, contact groups and activities are relatively straight-forward but are somewhat limited out of the box • By using custom activities and macros, you really can start to create more personalised experiences • Used alongside Google Tag Manager’s event tracking, you can prove what you are doing has a tangible difference on your clients bottom line! 7 November 2017 Distinction 23
- 24. Case Study #3 – Cross-channel personalisation with Linsco 7 November 2017 Distinction 24
- 25. Personalising the user experience Logic for work: Users are flooded with irrelevant information How we tackled the problem: Website and email personalisation Results: Increased engagement and applications 7 November 2017 Distinction 25
- 26. How does it work? 7 November 2017 Distinction 26
- 27. How does it work? 7 November 2017 Distinction 27
- 28. Consider a fall-back 7 November 2017 Distinction 28
- 29. Cross-channel personalisation 7 November 2017 Distinction 29
- 30. Boom! 7 November 2017 Distinction 30 New Visitors Returning Visitors
- 31. Key learnings • Relatively simple personalisation can have a huge impact • Have a fall-back for anonymous users (their experience matters too!) • Consider the different platforms your visitors use, and how this affects the touch points they have with your company 7 November 2017 Distinction 31
- 32. Conclusion 7 November 2017 Distinction 32
- 33. Beer o’clock? Kentico Roadshow 2017 - London Henry France, Marketing Manager at Distinction 7 November 2017
Editor's Notes
- and this… At the heart of knowing when to send an abandoned basket email is understanding customer purchase behaviour and fundamentally, what is the reason for a customer to purchase. In the case of Aqualisa we could rule out a few things: If you are buying a part for your shower, chances are that something is broken or not working and it’s an emergency purchase (this allowed us to rule out more than a day) Price is likely to play a role (although not the biggest factor) – customers don’t want to spend the most on an part they could get from Amazon for 1/3 of the price (gave us scope for offering a discount)
- We looked at the following combinations for time to wait and the type of email that went out. This is 15 combinations tested over 3 week periods each. Does anyone want to guess which one was the clear winner.
- You all guessed wrong. Sending an email 30 mins after that reminded them of the basket (with no discount) was enough for a 9% conversion rate, smashing all the other emails CTRs. Just to prove it…
- Although this is lower than generic abandoned basket conversion rates that can be anywhere between 10-50%, in an industry that is extremely competitive an additional £300 in this testing period.
- By adding in 3 custom activates and 2 custom macros, using Kentico’s custom activity API we were able to effectively track these clicks. FYI – the method we used in v10 is different to v9 (I’ll let Carol talk about 11!) The macros essentially allow a marketer to check the activity title and value that we passed to get thousands of combinations.
- As you can see from our activity log, these activities are now populating.
- Here’s how we built out the first contact group using our new macros (which I should say can still be used with any of the standard Kentico macro rules). This particular one looks for users that we are know are interested in this series of books but has not read the third book (as best we know).
- This has meant we are able to track behaviour that we otherwise wouldn’t be able to do and display and push the third book to those we know are interested in this series.
- The results: Since we implemented the change to Pan Macmillan’s contact group (and the client has started using them) we have seen a 68% increase in Buy clicks on books from the same period last year that have come directly from personalised homepage CTAs. Note: the dates look a but odd because I wanted to exclude big book launches and campaigns that happened in this period so the data is as normalised as possible. This is particularly noticeable in that the returning users are up 68% on ‘Buy clicks’ on the same period the previous year.
- Whilst tracking conversion is obviously the main metric for success and ultimately ROI, when you combine this with some of the data you can pass using Google Tag Manager. You will really start to see those smiles widen on clients’ faces. Common partnerships between the two include: AB testing and using scroll depth tracking to test the optimal length of content. MVT testing with element hovers or element visibility Personalisation with custom event tracking that can be done at scale (provided you have reminded your developer to build with unique data points and classes) Campaigns with dynamic UTM tracking
- The end result is that BOTH the website and email content is personalised to the end user…
- The results speak for themselves… Overall the client has seen a 64.77% increase in job applications, despite an increasingly competitive market. Impressively, the impact on returning visitors has been staggering with a 144% increase in conversion rate. So every £1 the client spends on acquiring a new customer through channels such as AdWords, now stands a better chance of turning into a client.
- EMS is no doubt a powerful tool, but you cannot expect clients with smaller marketing teams to start using it to it’s potential, it needs work. As marketers we should be working closely with our clients to test theories and in some cases, challenge the norms that are too often associated with industries. You may be surprised at the results.