1. Enhance your customer journey
1
WHY BOOSTING YOUR FIRST PARTY DATA
COLLECTION AND HOW TO DO IT ?
Welyft x VWO Webinar
May 30th 2023

2. Welyft is a Data-Marketing Agency specialized in
Customer Journey Activation.
Based on data, we use technology to create innovative,
high-impact, individualized marketing campaigns.
We conceive and deploy data-marketing vision.
Who are we ?
2

3. With You today :
Amaury Ortolland
Co-founder @Welyft
+9 XP in CRO, A/B testing & personalization
GA4, WVO, Contentsquare, Mixpanel certified
Former LVMH Optimization manager
Supported customers:
LVMH / Sephora / Dior / Bvlgari / Axel Springer / Air France
3
Welyft
5
CRO and DATA Experts
Started in september
2022 (8 months old)
Partner & certified
on all the main CRO
platforms
📍Based in France
Operating worldwide

4. Consulting
A/B tests Onsite / CRO
- UX Design
- User test
- AB/MVT test
- Personnalisation cross chanel
- Push
Structuration
- Data reconciliation: offline /
CRM
- Enhanced data
Sharing
- Dashboarding
- Data sharing
Audit
- Audit Analytics
- Audit UX
- Audit ad centric / media
- Benchmark
- Voice of customer
> Activation roadmap
Alignement
- KPI workshop
- Data quality audit
Implementation
- Tracking plan
site & ad centrics
- RGPD / Cookie consent
Optimize your
journeys
Define your
strategy
Enrichment
your datastet
Activate your
users
What do we do ?
4
Tech

5. WEBI
NAR
Ecommerce
Deliver seamless
omnichannel experiences, to
encourage cross-sell, repeat
purchases and build long-
term customer loyalty.
Luxe, Retail, Beauty, Travel
Services
Increase your average
revenue per user and the
lifetime value of your
subscribers.
Pure player, SAAS, Media,
Finance
Lead-gen
Drive 1:1 engagement, free
trials and leads with
industry-specific activations.
Automotive, BtB, BtC, Telecom
Welyft activates across all industries.

6. 6
(CRO)
(CRO)
(CRO) (CRO + Tracking)
(CRO+ Tracking)
(CRO)
Some references.
(CRO) (CRO)
(CRO)

7. 01. The 1st party data opportunity
02. Why you should focus on identification
03. How to start your identification strategy ?
04. How to sign-up users successfully
05. How to log-in users successfully
Summary.

8. 1
The 1st party data opportunity.
8

9. “Now is the time to
explore and exploit
the true potential of
first-party data."
9
Data-driven marketing in a post-cookies, post-AI, post-privacy world.
Unfortunately without investment into data collection and a significant
user identification strategy, 1st party data won’t be able to reconcile
your users and to delivery the value.
Following Google's planned phasing out of third-party cookies (2024?)
in its Chrome browser, we are facing a cookieless future.
The change has been brought about by increasing privacy and
security concerns from consumers, and the introduction of privacy
legislation, particularly the GDRP.
These changes will require new first-party data strategies to drive
performance and better experiences, including leveraging first-party
data and a tech stack that enables 1-to-1 personalization.

10. WEBI
NAR
Zero-party
Customers intentionally
share this data, often in
exchange for value
Form or survey
User settings
2nd-party
A partnering company's
customer data, data
shared via co-marketing
efforts, or a trusted
affiliate's user behavior
data.
Email collected from trusted
partner
SMS or Email interactions
3rd-party
This data is collected by
unrelated companies and
bought by other
companies
Data vendors or brokers, public
databases,
Data bought from companies
specializing in data collection for
various demographics.
Best Data quality
1st-party
Data directly collected
from user user with no
direct intervention
Web analytics tools (like Google
Analytics),
CRM systems (like Salesforce)
A/B testing tools (WVO)
Best Data quality
What is first party data ?

11. The challenges of 1st party data.
11
GDPR (2018)
Compel marketers to ask visitors’ consent
before collecting data and provide a
transparency about data to customers.
+17 points
Global user cookie opt-out increase between
2022 & 2019 on
(avg cookie refusal: 39% vs 22%).
(source= CNIL FRANCE 2023)
Safari ITP 2.0 (2019) :
first party cookies
deletion after 7 days
without interactions
End of third party
cookies for Google
(2024 TBC)
Google Chrome
represents 60% of
browser market
End of third party
cookies for Mozilla,
Edge and Safari (2019 -
2020)
Effective application of
regional regulation on
cookies e-privacy,
CPRA (2021-2022)
Transition from
GA3 to GA4 (2020-
2023) on a more
activation, privacy
and event centric
analytics.
GA3 GA4
The near end of
browser-based
tracking and
cookies that will
push to Server Side
Tracking

12. 2
Why you should focus
on identification ?
12

13. Strategic gains of 1st party data on Customer Experience.
13
Loyalty
78% of consumers are more
likely to complete a
repurchase from company
that personalized their
experience (Mckinsey 2021)
Relevancy
72% of consumers claim that
they respond to marketing
messages that are exclusively
crafted to their choices.
(SmartHQ 2020)
Accuracy
First-party data comes directly
from the source, increasing its
reliability.
Real-time
Once connected you can
leverage info directly from the
data layer to personalize UX
Trust
With first-party data, you can
design your data architecture
structure to ensure it complies
with any relevant laws.
Transparency
As you have full control over
how you collect and use first-
party data, you can clearly
explain this to your customers to
obtain their informed consent.
Control
You own first-party data
collected from your customers.
This puts you in full control of
how it is collected, stored and
used.
Value
Companies that excel at
personalization generate 40%
more revenue from those
activities than average players
(Mckinsey 2021)
Identification
All theses gains will be enabled thank a constant effort to maximise user identification on your experience

14. The login audience is still very limited
Login rate 1%
and less
Rookie
Lack of information
No push
Guest checkout
prioritized
3-7%
Challengers
Value proposition
explanations
Multiple pushs
Exclusive services
1-3%
Learner
Value proposition
explanations
Source: Welyft ecommerce internal benchmark ( Cosmestics, Luxury & hospitality)
Description
Status
10%
and more
Top players
Attractive loyalty
program
Exclusive services
Gifts
Nudges
Most of the E-commerce players are located here

15. 15
Efficiency
Effectiveness
Multi-Moment
Connected
Emerging
Nascent
Up to +20% in
revenue*
Up to
-30%
in Costs*
*Source BCG 2019
Marketing
automation
Measuring effectiveness with
AB testing
Data Capture &
Visualization
Operating Model and
Organization Design
CRM Integration
Data-Driven Attribution
and Creative Strategy
Omni-Channel
Measurement Strategy
Online to offline
Audience strategy
Predictive
and
Advanced
Analytics
Modeling
Website content testing and
personalization
Identification is the backbone the digital maturity growth.
Before building a
compelling story across
the entire customer
journey that will generates
value.
You need first
to set the foundation and
to build connections
User identification
it's an essential step on the
ladder to digital maturity.
By investing on
identification, you will
increase the reach and
the relevancy of all the
activations that you are
planning to deploy on your
Customer Journey.
BCG Maturity matrix

16. 16
Identification is the backbone the digital maturity growth.
BCG Maturity matrix
New visitors
Logged visitors
ALL USERS
No consent
Un-logged users
Returning visitors
not logged
Logged visitors
Opportunity
Activation reach

17. Your Top 5 direct opportunities with significant identification.
17
Ease ordering &
checkout
Save payment and shipment
information to ease checkout
process
Make quick and more
impulsive purchase
Recurring replenishment
Gain audience
insights
on customer journey
More accurate measurement
of customer behaviour
across devices with unique
user-ID reconciliation
Leverage predictive
audience
Leverage predictive
audiences to push make
smart messages and
displayed them at the best
place in the customer
journey.
Personalization and
recommendations
Exclusive content for specific
segments : provide access to
exclusive products, special
offers …
Personalized
recommendations/journey
based on what visitors
bought, liked or consulted and
add value to their experience
Identify analyze your
high potential
segment
According to their shopping
behaviour and identify
significant segments (VIP,
prospects…) and activation
and analyse them thanks to
tools like ContentSquare or
Hojtar

18. Identification opportunity:
Target better GA4 predictive audience on VWO
18
Importing GA4
Audiences Into VWO
By boosting your
identification rate you will
increase the quality and
the reach of the
predictive audience that
you will be able to target
within WVO with a
dedicated offer or
message.
NOTE: This feature is exclusive to the Enterprise plan.

19. 3
How to start your
identification strategy ?
19

20. 20
WEBI
NAR
Where do I need to start ?
Data collection
Next, determine the technologies
and resources you need to invest in
to get a comprehensive view of your
data.
Besides the sources that collect your
data (website, social networks, CRM),
If you do not have the necessary
resources to manage or invest in
these technologies, consider working
with a partner who could help.
+
VWO Data360
Enablers:
Develop Strategy
At this stage, you must clearly
identify the data you need to
effectively reach your business goals.
Then, set priorities for each customer
segment.
Consider how you can use first-party
data for upselling or cross-selling,
predict or prevent churn, or
rejuvenate your customer base
through a personalized experience.
Enablers:
User identification
When users log in or sign-up, they
provide unique identifiers (like
username or email), which enable
you reconcile with their profile
.
It allows instant personalization and
a smooth checkout journey with no
cookie deletion restrictions.
+
Web Expérimentation
Enablers:
Testing & Activation
Ensure your automations are
working and your assumptions are
accurate. If something is wrong,
adjust the settings if necessary.
Over time, you will discover how
segmented audiences respond to
different campaigns and offers.
Analyze this information to make
more informed marketing decisions
and achieve better results.
+
Web Expérimentation
Enablers:
Enablers

21. Develop Strategy Imagine your ideal identification journey.
21
Purchase Post Purchase
Site visit
Product view
Add to cart
Confirmation page
Returning customer
Checkout
Sign up
Add inpage
banners to
promote
account
creation
value
proposition
Sign up
Trigger a
retention
popin with
newsletter
subription
Sign
up/Login-in
Account
creation value
propositon on
Sign-in/create
account step
Sign in
Account
creation
journey
promoted on
the cart page
Sign up
Account
creation
incitation on
guest
checkout user
Sign up
Account
creation opt-
in on last
checkout step
Login
incitation on
returning
visitors
Sign up
Account
creation
promotion on
returning
guest users
Sign up
Account creation
incitation on
confirmation email
Login
incitation on
returning
visitors
Enablers

22. 22
WEBI
NAR
Where do I need to start ?
Data collection
Improve your
user tracking
rate
Invest on server side tracking to improve the reliability of
your data
Ressources : Low
Impact: High
Audience: Medium
Topics
Growth streams Priorisation
User identification
Ressources : High
Impact: High
Audience: High
Improve your Cookie consent performance
Ressources : Medium
Impact: Medium
Audience: High
Sign-up your
audience
Log-in
engagement
Optimize the value proposition of your loyalty program
Trigger Sign-up message on key moments of the user
journey
Ressources : Medium
Impact: High
Audience: High
Ressources : Low
Impact: High
Audience: High
Ressources : Low
Impact: High
Audience: High
Enablers
Leverage nudges to engage on the Login step
Highlight sign-up journeys within your templates
Optimize the sign-up form
Ressources : Low
Impact: High
Audience: Medium

23. 4
How to sign-up user
successfully ?
23

24. 24
In 2022 24% of the American user declared abandoning an order because
of the need of account creation.
Main reasons why consumers in the United States
abandoned their orders during the checkout process
in 2021
Note(s): United States; 2021; 18 years and older; 4,329 respondents
Further information regarding this statistic can be found on page 51.
Source(s): Baymard Institute; ID 1228452
We should convince and
not force the user to create
an account to make this
friction disappear

25. 25
How to convince an user ?
THE LIFT MODEL
The service you provide and
which benefits they offer to
your clients
RELEVANCE
How well the service
matches your visitors’
expectations and needs at
the right moment.
CLARITY
Do the informations that
you are asking to the
customer are easy to
understand ?
URGENCY / INCENTIVE
How well you match visitors’
internal urgency and create
incentives to act quickly
DISTRACTION
Everything that distracts,
confuses and takes away
from the primary goal
ANXIETY
Everything that creates
uncertainty about taking
action on account creation

26. 26
THE LIFT MODEL TO PROMOTE THE LOGIN/ ACCOUNT CREATION
RELEVANCE CLARITY
ANXIETY
DISTRACTION
URGENCY / INCENTIVE
Does having all his
informations saved, a
quicker checkout journey,
keeping a link are
highlighted to the users ?
Are you displaying your
sign-up incitation at the
right moment ?
Does the user interest of
creating an account is
immediately
understandable at a glance
by your users ?
Are you offering a welcome gift ?
Are you offering exclusive features ?
Does the form is right on
the page ? Do he need to
navigate through multiple
pages to sign-up ?
Will the user receive a large
amount of unsolicited emails
by connecting with you ?

27. Hypothesis:
By increasing the
clarity and offering
direct access to social
login the login will be
facilitated
KPI
% Login rate
How to improve my login/sign-up journey ?
Benchmark:
Visibility:
4
Impact
9
Complexity
9
CLARITY
Source: @janm_uiux
Login page

28. Hypothesis:
By providing more
visibility and a clear
value proposition
explanation about
sign-in the users will
be more willing to
opt-in to newsletter
KPI
Newsletter
subscription rate
How to boost recruitment on home page ?
ORIGINAL VARIATION
RELEVANCE
Visibility:
8
Impact
7
Complexity
9
Originally tested on a cosmetics Ecommerce website with similar hypothesis: +150% newsletter Opt-in on Home page
HP
HP

29. Hypothesis:
By adding a special
incentive like free-
shipping or free gifts
to account creation it
will generates a high
attractivity on
subscription
KPI
% Account creation
How to boost recruitment on during user
product selection.
Benchmark:
INCENTIVE
Visibility:
8
Impact
8
Complexity
4
PLP PDP Cart

30. Hypothesis:
By adding a clear
snapshot on the value
proposition of the
account creation it
will generates more
incentive
KPI
% Account creation
How to better engage into the account
creation process ?
Benchmark:
INCENTIVE
Visibility:
6
Impact
8
Complexity
9
Sign-up page Sign-up page

31. Hypothesis:
By increasing the
visibility of exclusive
services on the main
menu it will highlight
the value proposition
of creating an
account
KPI
% Account creation
How to capitalize on the account features to
promote account creation ?
Benchmark:
Visibility:
4
Impact
6
Complexity
5
Value
proposition
Originally tested on a luxury Ecommerce website with similar hypothesis: +10% account creation
Home page

32. Hypothesis:
By personalizing the
newsletter push
message based on
user interests it will
generates more
engagement into the
push
KPI
Newsletter/Account
Creation rate
Personalize the message according to user’s affinity.​
ORIGINAL VARIATION
RELEVANCE
Visibility:
7
Impact
7
Complexity
5
Originally tested on a Ecommerce website with similar hypothesis: +80% Opt-in

33. Hypothesis:
By explaining all the
value proposition of
the account creation
versus guest users
will be more engaged
into the sign up
journey
KPI
CVR
Guest checkout
rate
Leverage the ideal moment to engage into the
account creation process.
Benchmark
RELEVANCE
Visibility:
3
Impact
5
Complexity
7

34. Hypothesis:
By adding for guest
customer the
possibility to create
an account directly
from the confirmation
will catch up users
KPI
Newsletter Account
Creation rate
ORIGINAL VARIATION
RELEVANCE
Visibility:
3
Impact
5
Complexity
7
Originally tested on a Ecommerce website with similar hypothesis: +20% account creation
Leverage ideal moment to engage into the account
creation process.

35. 35
5
How to login-in user
successfully ?

36. Hypothesis:
By leveraging nudges
it will encourage
visitors to login to
consult his special
offers
KPI
Login-rate
Leverage nudges to highlight login journeys on
returning visitors.
ORIGINAL VARIATION
URGENCY
Visibility:
9
Impact
6
Complexity
9
Originally tested on a Ecommerce website with similar hypothesis: +10% login-rate

37. Hypothesis:
By adding bubbles on
the header it will help
the user to remind
the interest for him to
browse logged
KPI
Sign-up rate
Login rate
Display log-in incitation on users on arrival.
ORIGINAL VARIATION
Value proposition
Relevancy
Visibility:
9
Impact
7
Complexity
9
Originally tested on a Ecommerce website with similar hypothesis: +12% account creation

38. Hypothesis:
Adding a “sign-in to
view“ feature will
drive user login
KPI
Login rate
Leverage user oriented feature to login users.
Benchmark
Urgency
Visibility:
3
Impact
5
Complexity
7

39. 39
6Questions ?

40. Thank you.
Amaury ORTOLLAND, Co-founder
Amaury.ortolland@welyft.com
+33 6 59 66 40 37
40