making your traffic count by shawn williams
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MivaCon 2014: Making Your Traffic Count Leverage every visit to drive revenue for your online business! Presented by Shawn WilliamsTRANSCRIPT
Making Your Traffic CountShawn Williams
Making Your Traffic Count
Leveraging every visit to drive revenue
• Spring Metrics
– Focused on helping e-commerce sites make the most of their traffic with behavioral targeting since 2010
– Miva Merchant partner
– Raleigh NC
• Why do people purchase from your site?
• What are the biggest challenges with getting people to move to the next step?
• How does a new customer impact your business?– Today and tomorrow
“What’s measured, improves.”
- Peter Drucker
E-commerce Opportunity
• There’s lots of data to analyze• Positive – there’s lots of quantifiable ways to
make difference• Challenge – there’s lots of quantifiable ways to
make a difference
What are we measuring?
• Traffic
• Conversion rate
• Average order value
And we know…
• How much– Volume
• From where– Channels
• Success– $$$
Now we’re able to ask…
• How do they behave?
• What matters?
• How do we build a relationship?
Which brings us back to…
• Data Information Knowledge Wisdom
Data based decisions
• Test, test, and then test again
• Not all results are intuitive
• Leverage testing within the same segment
Engagement Opportunities
• Conversions
• Social
• Email campaigns
Case study – Increased Conversions
• Replay Photos– Issue• Repeat visitors that never purchased
– Process• Tested designs, incentive amounts
– Results• Increased revenue 44% vs. control group
Case study – Social presence
• B2C e-commerce site (tools & equipment)– Issue
• Broadening presence on Facebook
– Process• Test multiple segments for best response
– Results• First 18 months, 300 FB likes, last 4 months, +700 FB likes
Case study – Email capture
• B2C e-commerce site (home products)– Issue
• Building relationships with customers and prospects in a growing niche segment
– Process• Tested incentives to capture email addresses for newsletters and
campaigns
– Results• Double email capture rate, and generated $32,000+ in revenue lift
Ask…
• What messaging and/or promotions are active?– Why?– Has it been effective?
• Is that taking up valuable real estate on my site?
Recap
• Measure
• Test
• Improve
• Rinse, repeat
Questions