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Guerrilla Marketing Techniques for e-Commerce using Google Analytics some case studies about showing the right message to the right audience in the right moment 23.01.2014. 2 /55. Co-Founder of the most important e-commerce resource in Romania - PowerPoint PPT PresentationTRANSCRIPT
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Guerrilla Marketing Techniques for e-Commerce using Google Analytics
some case studies about showing the right message to the right audience in the right moment
23.01.2014
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/Co-Founder of the most important e-commerce resource in Romania
Community Manager for the biggest e-commerce group/event in Romania
2/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/GMT for e-Commerce using GAWorkshop Agenda04: Introduction12: 1st Experiment (do-it-yourself)25: 2nd Experiment (Vibetrace)39: 3rd Experiment (Marketizator)3/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/IntroductionCRO is not the Holly Grail
Showing the right message to the right audience in the right moment is the key to success personalization
Track / investigate / segment / hypothesis / test / evaluate kpis / choose(challenge) the winner always be testing
Always compute the cost of experiment the smallest, yet profitable segment
5/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/Personalization Profitability1 Fashion site: 1.8% ecommerce conversion rate, 33 euros AOV, 10,000 users/dayYou want to improve a segment of 1000 users/day, 0.5% conversion rate, 30 euros AOV
Expected improvement = 15%, 0.5->0.575% conversion rateExpected +revenue = 630 euro/monthMargin 30% => 189 euro/month
Costs (developers/tool) = 150 450 950 euro/month6/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/One possible approach to personalizationData about the user needs/desires surveys + forms: ask them what they want to see, what they want to receive on an email/newsletter direct answer
Data about what they wish to buy wishlists + abandoned carts direct action (close to buy)
Data about they are currently buying the orders, the products shipped.
Data about their search process, their clickstream navigation through the web shop7/74http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/One possible approach to personalizationWANTSurvey->AnalyticsWISHPlatform->AnalyticsBUYPlatform + AnalyticsVISITAnalytics8/55More actionable
Less actionableLess info(old)
More info(new)http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/One possible approach to personalizationShopping Sessionsweek1week2week3week4week5week6Product 1XXSSSSX XXSBProduct 2XX SS SS XSSXXSBProduct 3 SS XSSBX = visit outside your site, S = visit on your site, B = buy9/55Shopping sessions: often interrupted, multi-device, multi-location, multi-channelhttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/9One possible approach to personalizationYou may monitor top 3 category + top 3 brands + 3 price intervals / category as the user browse the site
The rating score for each category is naturally decaying (vibetrace)
Different actions have different weights on the score (the order matter also).10/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/3 experiments3 months ago I started to prepare some experiments
1 experiment is done using the team of programmers behind the ecommerce platform
2 experiments are done using 2 CRO tools developed in our country
we are still collecting data and changing things...11/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/
Experiment 1 implemented into the ecommerce platform by their developershttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/#1 do it yourselfStage 1 analyze, segment
Stage 2 prototyping the algo, making 1st changes on some content areas (site, newsletters)
Stage 3 analyze 1st results, changes on the algo, starting again from stage 1.15/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/#1 do it yourself; Stage 1Establish what info do you need for segmentation granulation level user category affinityprice interval for top categoriesbrand affinitysurveys for the want (categs + brands)some demographicsamounts spent + number of ordersuserid + mailid + clientid (not UA).16/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/#1 do it yourself; Stage 1You have to figure how to see this info into analytics, into your reports (custom vars, UA: custom dimensions)
Then you may segment all users that have a strong affinity with Orient watches for women.
Note that the segment is dynamic.
17/74http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/#1 do it yourself; Stage 2Content to change: NewsletterExport a list of category affinity for each email in your database from your analytics/platformCreate an universal newsletter with boxes dedicated to each main category (10-12 categories)At the time when the newsletter is distributed one user may receive box1 and box5, other user may receive box 3 and box 7..18/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/19/74
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/#1 do it yourself; Stage 2Content to change: WebsiteAn user is entering the site, having the personalization cookie in placeBased on categories score you show a widget with products in the category with a high score, in a price interval suitable for that userIf the user is new you can show him some tops (top sales, top rated, new products)20/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/#1 do it yourself; Stage 3You have a segment defined in your analytics software
You already showed some personalized content to that segment, and that widget is leaving some trails into analytics to monitor
You look at some KPIs and make changes: algo, segment, etc21/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/#1 do it yourself; current stage
22/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/#1 do it yourself; current stage
23/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/24/74
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/
Experiment 2 using a tool for CRO, personalization: VIBETRACEhttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/Did the order really go through?Has my credit card been charged?When will the product leave the warehouse?Can I track my order?What if I want to change my order before it ships, can I do that?Pot sa-l verific inainte sa dau banii? Daca e zgariat?
Intrebare in sala, voi cum faceti? Cati aveti programe de follow up? Cati automatizati acest proces de follow up?25
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/VIBETRACEThey are computing a score for top X Categories, score which is decreasing in time without any activity from user
They are using widgets for website and for newsletter easier implementation
They have some big clients in Romania, they are still working to improve the product.27/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/
28/74http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/VIBETRACE (1) new subscriberFor any visitor we dont recognize (we dont know his email address)
Rules to display the email collector
29/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/VIBETRACE (1) new subscriber30/55
December, total addresses = 18009% conversion rate (Popup display -> subscriber)7000 daily visits on average
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/VIBETRACE (1) new subscriberemail retargetingpossible campaigns
trigger event puts a schedule after 1 day if the following conditionswill be met31/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/VIBETRACE (1) new subscriberRemarketing after subscribing to newsletter
32/55
trigger eventfirst condition, must viewed at least one product pagesecond condition, did not purchase after trigger eventhttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/VIBETRACE (1) new subscriber Cart abandonment + Remarketing after NL33/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/VIBETRACE (1) new subscriberResults for transactional (emails) campaignsAverage ecommerce conversion rate = 0.67%34/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/(2) onsite recommendations35/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/36/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/37/74
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/(3) newsletter recommendationsWithout VT
With VT
38/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/
Experiment 3 a tool for CRO, real-time marketing: MARKETIZATORhttp://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/
40/74http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/MARKETIZATORSpecialized on real time marketing, using interactions (popups, content layer) based on rules, A/B testing, surveys
They managed to rise conversion rates to some of the well known online shops in Romania
They are improving the product constantly.41/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/42/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/MARKETIZATOR - interaction
43/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/MARKETIZATOR - interaction
44/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/MARKETIZATOR - interaction
45/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/MARKETIZATOR - interaction
46/55http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/MARKETIZATOR A/B Testingexperiment V2 + segment direct newVersion A(#2)47/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/MARKETIZATOR A/B Testingexperiment V2 + segment direct newVersion B(#3-2)
48/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/MARKETIZATOR A/B Testingexperiment V2 + segment direct newCR = CTRL > B 2.26% vs 2.16%...AOV = CTRL < B bigger revenue49/55
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/Thank You!
Send me an e-mail for this presentation.http://[email protected]; [email protected] am active on Twitter, Facebook, G+ etc.ECOMpedia.rohttp://twitter.com/ltaloihttp://www.facebook.com/ltaloi http://slideshare.net/ltaloi/
50http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/
Not enough time spent on questions?Did you have more questions on your list?Go online on ECOMpedia.ro and ask questions that you want answeredusability, marketing, seo/ppc, e-commerce
http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/About Liviu TALOILiviu Taloi was part of the team who worked for the most powerful Romanian online store eMag.ro during the first years of existence, where he was a PR Manager for 3 years.
Since 2005-2006, Taloi founded the company WebAudit specialized in providing consultancy in electronic-commerce for Romanian online shops. As a consultant, Taloi was practically a Project Manager for each client, his main activities regarding: analyzing and solving usability and functionality problems, growing and optimizing conversion rate, testing consumers behavior with website optimizer tools, administrating all the departments of an online shop and creating online advertising/marketing campaigns, measuring the return of investment and other KPIs.
Together with Andrei Radu, Liviu Taloi developed the methodology and organized the usability tests for Romanian eCommerce Awards Festival (GPeC) since 2007 until now (first ones held in Romania). Based on international standards, the purpose of usability tests was to identify main problems faced by regular users when they are trying to buy something online.
In the last years, Liviu Taloi offered consultancy to more than 100 Romanian online shops. Most of them are now leaders on their market niche.
Except consultancy and running usability tests, Taloi is also a speaker at conferences and e-commerce workshops, being very appreciated by audience. He also writes articles and market analysis for different online and printed publications. In 2008, Liviu Taloi was lecturer at the first Romanian E-Commerce workshop called iSell and also he was lecturer at the first Online workshops called WebSell a series of 7 webinars regarding major problems of an online shop.
Taloi was part of the team who developed the E-Commerce Study requested by ANCOM (government agency) in October 2008 and the Romanian E-Commerce Study in 2006 at the request of MCTI (ministry of IT&C). He repeated the study with private funding in 2010.52http://liviutaloi.rohttp://twitter.com/ltaloihttp://www.linkedin.com/in/LiviuTaloihttp://facebook.com/ltaloi/