converting existing visitors to customers using data, testing, and personalization
DESCRIPTION
http://www.brooksbell.com You have traffic coming to your website but how many of them are you converting? Here are 10 ways your competition are using data, testing, and personalization to convert more visitors to paying customers.TRANSCRIPT
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CONVERTING EXISTING VISITORS TO CUSTOMERSUsing Data, Testing, and Personalization
GREGORY NGCHIEF MARKETING OFFICER
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E-commerce websites report anaverage conversion rate of ____.
QUIZ
A.2.2%
B.5.2%
C.7.2%
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E-commerce websites report anaverage conversion rate of 2.2%
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Companies on average spend more money on traffic acquisitionthan optimization
88:1
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$98,876 $1,124
If I had a $100,000 budget
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A case for optimization.
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C = = >1M + V + O
F + A
The Brooks Bell Formula for Online Conversion
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C = = >1
Conversion
MotivationRelevance of Value Prop
Relevance of Offer
Friction Anxiety
M + rV + rOF + A
The Brooks Bell Formula for Online Conversion
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Relevance = the right message to the right
customer at the right time.
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3 FIRST STEPS
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1. Believe in DATA
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2. You must LEARN!
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3. Stay on target
3. Stay on target
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10 IDEAS TO USE IN 2013
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#1: Don’t treat everyone like it’s their first visit
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#1: Don’t treat everyone like it’s their first visit
1st Visit 2nd Visit, and every subsequent visit
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#2: Create ways for visitors to self-select
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#3: Use geo-targeting to deliver relevant messages
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#4: Speak their language
Free shipping starting with orders over $30! *Details
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#4: Speak their language
over English version
25%
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#5: Use online behavior totrigger marketing messages
Search for Dewalt Cordless Drills. Items
added to cart.
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DAY 1Item clicked.
DAY 2Item clicked.
DAY 3Bundled item added to
cart.Abandoned again.
#5: Use online behavior totrigger marketing messages
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DAY 4Item clicked.
DAY 5No click.
DAY 6Cheaper brand offered.
http://blog.protocol80.com/2011/04/amazon-gets-you-to-buy-its-not-rocket-science/
#5: Use online behavior totrigger marketing messages
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#6: Use the weather
Connecticut Snow day? Take an EXTRA 25% off sale and clearance + free shipping
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#7: Using Dayparting in your Paid Search
INSIGHT: 10:00 PM showed a huge decrease in clicks and conversions.
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#7: Using Dayparting in your Paid Search
9:59 PM 10:00 PM
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#7: Using Dayparting in your Paid Search
9:59 PM 10:00 PM
PAID SEARCH ROI
10%
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#8: Don’t assume what works for others works for you
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#8: Don’t assume what works for others works for you
TOP SECTION CONSTANT
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#8: Don’t assume what works for others works for you
REVENUE
41%HUGE impact on future
budget allocation
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#9: Consider the device…and your data
PROBLEM: Bounce rate was 50% higher with mobile visitors
7% mobile traffic and growing
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#9: Consider the device…and your data
VS
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#9: Consider the device…and your data
DECREASE IN BOUNCE RATE
22%
PAGEVIEWS
16%
CONVERSION RATE
4%
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#10: Use “relevant messaging” to meet goals
GOAL: INCREASE SALES OF D&G GLASSES
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#10: Use “relevant messaging” to meet goals
INCREASE IN RESULTS
10%
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#10: Use “relevant messaging” to meet goals
ORDERS OF D&G
21%
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5 T’s OF TESTING
Team Trust Technolog
y Traffic Time
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