Dan McGaw Founder @EffinAmazing
5 Ways to Increase Revenue During the Holidays
Who am I ?
@danielmcgaw
1 Email segmentation by visitor type
We’ll Cover…
2 On-website advertising
3 Discount Psychology
4 A/B testing on product pages
5 Increase cart size
EMAIL SEGMENTATION BY VISTITOR TYPE
1
Send Targeted Emails
Dynamic Content and A/B Test
Gather Segments Using KISSmetrics
Export Segments as CSV
Import CSV into ESP
Import CSV into ESP
Import CSV into ESP
Use Data to Segment
Send a Targeted Campaign
1 Setting up customer tracking
2 Send emails customers want
3 Create dynamic content
Takeaways
ON-WEBSITE ADVERTISING2
Your Home Page is Gold
Control Focus and Distractions
Do Heat Map Testing
Use Caution, But Try
Keep it Simple Stupid
1 Keep it simple stupid
2 Monitor how people use your site
3 Create compelling and valid options
Takeaways
DISCOUNT PSYCOLOGY3
Customers Don’t Always Want Discounts
Dollar or Percentage Off
Buy one get one
Quantity Discounts
Rebates
Free Shipping
Main Discount Types
Quick, which is the biggest discount?
$200 off a $999 TV
A $35 pair of sunglasses, marked down from $50
Buy one shirt for $60, get the second for 50% off
Quick, which is the biggest discount?
$200 off a $999 TV
A $35 pair of sunglasses, marked down from $50
Buy one shirt for $60, get the second for 50% off
Reduce Amount of Math
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1934762
Discounts Reduce Intent to Search
1 Cut out the math
2 Provide value
Takeaways
PRODUCT PAGES: A/B TESTS4
What is A/B Testing?
http://www.conversion-rate-experts.com/split-testing-software/
A/B Testing Tools
Common Experiments
Common Experiments
Common Experiments
Key Areas to Test: Images
Key Areas to Test: Product Titles
Key Areas to Test: Button Colors
Key Areas to Test: Pricing
1 Pick a tool that works for you
2 Multi-variant test the winner
3 Test everything you can
Takeaways
INCREASE CART SIZE5
http://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0046362#abstract0
Don’t Sell One Item
Upsell on Every Purchase
Offer Free Shipping w/ Additional Items
Incentives for Buying More
1 Offer similar items as upsells
2 Free shipping for 2+ item carts
3 Offer gifts for spending more
Takeaways
5 Ways to Increase Revenue during the Holidays
1 Use advanced segmenting
2 Test all conversion points
3 Upsell on every item
TAKEAWAYS
THANK YOUwww.effinamazing.com
An Analytics and Growth Consultancy
@DanielMcGaw Founder @EffinAmazing