This document discusses optimizing the customer experience (CX) across the customer journey from attracting customers to retaining them. It emphasizes using data and testing to improve marketing ROI, shorten time to purchase, increase lifetime value, and maximize revenue. Key aspects covered include using data to understand traffic sources, influence purchasing decisions, optimize the checkout process, and implement retention strategies to encourage repeat purchases.

1. THE IDEAL CX
PARTY IN THE FRONT, SCIENCE IN THE BACK
#idealCX

2. PRESENTERS
#idealCX

3. THE NEW AGE OF
ECOMMERCE CX
WEBINAR OVERVIEW
THE SCIENCE OF
ATTRACTION
PRESCRIPTIVE
PERSUASION
DATA-DRIVEN
CHECKOUT
INTELLIGENT
RETENTION
LOOKING
FORWARD
#idealCX

4. Meet
the Internet
empowered
customer
• Able to find
• Able to evaluate
• Able to switch to a competitor
#idealCX

5. Buy
Awareness
Interest
Desire
LEGACY
SALES FUNNEL
EXPERIENCE
PATH TO PURCHASE
EXPERIENCE
ECONOMY
STATIONALRY
SEQUENTIAL
DYNAMIC
FRAGMENTED
THE NEW BUYING CYCLE
Buy
#idealCX

6. #idealCX
MERCHANTS MUST CHANGE THE WAY THEY…
SELL PRODUCTS VIEW BEHAVIOR REPORT & RESPOND

7. #idealCX
PATH-TO-PURCHASE PLAYBOOK
RETAIN & GROW
Optimization to maximize
sustainable revenue growth across
multiple steps in buying journey
EXPERIMENT
ATTRACT
Embedded analytics to
detect and drive profitable
audiences, paths, and
engagements
INFLUENCE
Personalization to influence
visitors’ buying decisions and
grow average order value
Adaptive testing to experiment
with many new experiences in
parallel and get quick results

8. ATTRACT
#idealCX
ATTRACT
Increase marketing ROI
art → art and science
RETAIN
Increase lifetime value
tactics → strategy
INFLUENCE
Shorten time to purchase
persuasion → insights
GROW
Maximize revenue lift
static → adaptive

9. ATTRACT
#idealCX
What are
your first
impressions?

10. ATTRACT
#idealCX
What are
your first
impressions?

11. ATTRACT
#idealCX
What are
your first
impressions?

12. ATTRACT
#idealCX
What are
your first
impressions?
Before-the-fold CTA
Clear product offering
Clear benefits
Immediate value added
(free shipping)
New arrivals

13. ATTRACT
#idealCX
What are
your first
impressions?
Special capabilities
Target buyer persona

14. ATTRACT
#idealCX
Where is your
traffic coming
from?

15. ATTRACT
#idealCX
PRODUCT-MARKET FIT:
Challenge: how to effectively assess
the quality of your web traffic.

16. ATTRACT
#idealCX
BOUNCE
RATE
TIME ON
SITE
PAGE
VIEWS
CART
RATE
CART
VALUE
REVENUE
PER VISIT
CART
ABANDONS
Assessment: this is not a black and white
picture – each metric is an indicator of
traffic quality.

17. ATTRACT
#idealCX
Next-gen analysis: multi-dimensional data views
Facebook
RPV: $1.52
Bing
RPV:
$11.57
Google
RPV: $4.91
Actionable data: Reallocate marketing spend
to Bing or Google as oppose to Facebook.

18. THE IDEAL CX
WHAT CHANNEL GETS YOU THE MOST TRAFFIC ?
A. EMAIL/SUBSCRIPTION B. PPC ADS C. PRINT ADS D. SOCIAL E. ORGANIC SEARCH
#idealCX

19. INFLUENCE
#idealCX
ATTRACT
Increase marketing ROI
art → art and science
RETAIN
Increase lifetime value
tactics → strategy
INFLUENCE
Shorten time to purchase
persuasion → insights
GROW
Maximize revenue lift
static → adaptive

20. INFLUENCE
#idealCX
Are you telling your traffic
where to go?

21. INFLUENCE
#idealCX
Do you have
product authority?

22. INFLUENCE
#idealCX
APS vs AMAZON

23. INFLUENCE
#idealCX
APS vs AMAZON

24. INFLUENCE
#idealCX
How does your site
grab attention &
create urgency?
How do you
measure success?

25. INFLUENCE
#idealCX
Actionable insights: driving demand and creating urgency
PERSUASION ACTIONABLE DATAVS.

26. INFLUENCE
#idealCX
Example: Lancôme checkout funnel
Mini Cart
Client concern: cart abandonment was increasing year over year
INITIAL HYPOTHESIS
poor checkout funnel experience

27. INFLUENCE
#idealCX
Data insight: the biggest problem was outside of the checkout funnel
Mini Cart
Cart Page
-39%
39% of all visitors who added a
product to online cart do not
start checkout process

28. THE IDEAL CX
HOW DO YOU DESCRIBE YOUR CUSTOMER EXPERIENCE ?
A. HIGHLY PERSONALIZED B. SOMEWHAT PERSONALIZED C. LACKING PERSONALIZATION
#idealCX

29. #idealCX
ATTRACT
Increase marketing ROI
art → art and science
RETAIN
Increase lifetime value
tactics → strategy
INFLUENCE
Shorten time to purchase
persuasion → insights
GROW
Maximize revenue lift
static → adaptive
CHECKOUT

30. CHECKOUT
#idealCX
Shipping Obstacles:
• Autofill & defaults
• Naming conventions
• Shipping charges
• Desktop & mobile
• Conversion rate

31. CHECKOUT
#idealCX
VS.

32. CHECKOUT
#idealCX
Example: National Geographic free shipping test
32
Incentive levels
Visitors do not behave rationally.
Optimize the promotional amounts.
Persuadable audiences
Uncover audiences that will make a
purchase only if they are incentivized.

33. THE IDEAL CX
WHICH IS MORE IMPORTANT AT THE CHECKOUT ?
A. UPSELLING & BUNDLING B. GETTING THE SALE
#idealCX

34. #idealCX
ATTRACT
Increase marketing ROI
art → art and science
RETAIN
Increase lifetime value
tactics → strategy
INFLUENCE
Shorten time to purchase
persuasion → insights
GROW
Maximize revenue lift
static → adaptive
RETENTION

35. RETENTION
#idealCX
What is your retention strategy?
Subscriptions
How are you
encouraging
repeat
customers?
Personalization
Replenishment
Automation
Rewards

36. RETENTION
#idealCX
What is your retention strategy?
Adding New
Products
Becoming A
Resource
How are you
encouraging
repeat
customers?
Personal
Relationships Top Customers
Manual
Influence

37. RETENTION
#idealCX
Increasing revenues from existing customers:
CONTINUOUS
DEVELOPMENT
CONTINUOUS
OPTIMIZATION&

38. RETENTION
#idealCX
ADAPTIVE
OPTIMIZATION
DATA DRIVEN
HYPOTHESIS
CUSTOMER
KNOWLEDGE
CONTINUOUS IMPROVEMENTS
Optimization Life Cycle
CX AI

39. RETENTION
#idealCX
Example
DATA DRIVEN HYPOTHESIS
OPTIMIZATION TREATMENTS
CONTINUOUS IMPROVEMENTS

40. Q & A SESSION
#idealCX
THE IDEAL CX

41. WEBINAR SPECIAL
#idealCX
FREE Path-to-Purchase Health Check
Uncover new revenue growth opportunities:
Simple implementation – no custom tagging
Audience discovery
Experience analysis
Expert advice

42. GET ACTIONABLE INSIGHTS
Brand – Market Fit
Allocate marketing spend to best
performing sources of traffic
Brand Awareness
Drive traffic to pages that align
with visitors’ consideration logic
Channel - Path
Match marketing channels
with the best arrival pages
to instantly increase your marketing ROI
Content – Market Fit
Leverage dedicated landing
pages to effectively engage visitors
Relevancy
Align keyword strategy with
top performing web pages
Devices
Allocate marketing spend to
device form factors that perform

43. GET ACTIONABLE INSIGHTS
to initialize data driven experiments and improve customer experiences
#idealCX

44. THE IDEAL CX
PARTY IN THE FRONT, SCIENCE IN THE BACK
#idealCX