optimizing the customer journey for the complex sale
DESCRIPTION
From device and plan discovery, to unique service bundling, cross-sell and up-sell configuration and complex invoicing, no online sales process is more complex than in the telco industry. Join Linda Bustos, author of the Get Elastic blog, as she discusses how telecom enterprises can simplify their notoriously complex online experience to increase customer acquisition.TRANSCRIPT
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Elastic Path™ Elastic Path™
Optimizing the Customer Journey
for the Complex Sale
May 25, 2012
Elastic Path Software Inc.
Featuring: Linda Bustos, director of ecommerce research and
author of the Get Elastic blog at Elastic Path Software
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Elastic Path™ Elastic Path™
Introducing Elastic Path Software
Digital Commerce for Innovators
• We help the world’s biggest brands sell digital goods and services
• We provide a flexible digital commerce platform and expertise in commerce
strategy and implementation
• #1 ecommerce blog www.getelastic.com
• For more on-demand digital commerce resources
www.elasticpath.com/resources
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Elastic Path™ Elastic Path™
Overview
• Keeping new visitors on your site (aka reducing bounce
rate)
• Serving the most relevant content (personalization and
targeted selling)
• Supporting device and plan selection (finders and
comparison tools)
• Guided selling (stepped process of building a bundle)
• Maximizing revenue (cross-sells and upsells) and how
they are presented at each step
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Elastic Path™ Elastic Path™
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Elastic Path™ Elastic Path™
Keeping customers on your site
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Elastic Path™ Elastic Path™
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Elastic Path™ Elastic Path™
Optimizing the portal page
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Elastic Path™ Elastic Path™
Making money > Being a portal
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Elastic Path™ Elastic Path™
Eye tracking tools
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Elastic Path™ Elastic Path™
Serving the most relevant content
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Elastic Path™ Elastic Path™
Geographic targeting
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Elastic Path™ Elastic Path™
Geographic targeting
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Elastic Path™ Elastic Path™
Interstitial pages
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Elastic Path™ Elastic Path™
New vs. existing customers
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Elastic Path™ Elastic Path™
Keyword referrals
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Elastic Path™ Elastic Path™
Keyword referrals
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Elastic Path™ Elastic Path™
Targeted selling vs. personalization
• Targeted selling may use cookies, IP
recognition, geolocation, customer input or
keyword referral to serve dynamic content
• Personalization tools (RichRelevance, Baynote,
etc) collect site behavior from individual and
“wisdom of the crowds” to personalize content
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Elastic Path™ Elastic Path™
Device and plan selection Device and plan selection
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Elastic Path™ Elastic Path™
Why the non-customer arrived on your site
• Has a device, wants pay-as-you-go
• Has a device but contract is ending, wants to compare
plans
• Wants a particular phone model
• Wants a particular brand model, needs help selecting
device
• Wants a phone that does THIS!
• ????
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Elastic Path™ Elastic Path™
Navigation and calls to action
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Elastic Path™ Elastic Path™
Navigation and calls to action
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Elastic Path™ Elastic Path™
Category and search filters
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Elastic Path™ Elastic Path™
Category and search filters
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Elastic Path™ Elastic Path™
Category and search filters
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Elastic Path™ Elastic Path™
Plan presentation
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Elastic Path™ Elastic Path™
Plan presentation
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Elastic Path™ Elastic Path™
Plan finder
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Elastic Path™ Elastic Path™
Plan finder
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Elastic Path™ Elastic Path™
Plan finder
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Elastic Path™ Elastic Path™
Plan finder
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Elastic Path™ Elastic Path™
Plan finder
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Elastic Path™ Elastic Path™
Device finder
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Elastic Path™ Elastic Path™
Device finder
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Elastic Path™ Elastic Path™
Device finder
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Elastic Path™ Elastic Path™
Device finder
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Elastic Path™ Elastic Path™
Device finder
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Elastic Path™ Elastic Path™
Comparison tools
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Elastic Path™ Elastic Path™
Comparison tools
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Elastic Path™ Elastic Path™
Comparison tools
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Elastic Path™ Elastic Path™
Guided selling
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Elastic Path™ Elastic Path™
Guided Selling Popup
Phone or Plan starting point
Stepped bundle builder
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Elastic Path™ Elastic Path™
Stepped bundle builder
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Elastic Path™ Elastic Path™
Stepped bundle builder
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Elastic Path™ Elastic Path™
Maximizing revenue
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Elastic Path™ Elastic Path™
Bake accessories and service add-ons into guided selling process, device and plan pages, and cart review
Upsells in guided selling
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Elastic Path™ Elastic Path™
Cross-sells in guided selling
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Elastic Path™ Elastic Path™
Upsell and cross-sell on cart pages
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Elastic Path™ Elastic Path™
Show a limited, relevant selection
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Elastic Path™ Elastic Path™
Summary
• Keep them on your site, bounce rate optimization
• Serve relevant content with targeted selling tools
• Support device / plan selection with finder tools
• Guide the purchase decision with stepped flows
• Optimize cross-sell and upsell with usability and
relevance
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Elastic Path™ Elastic Path™
Questions
For more on-demand digital commerce resources
www.elasticpath.com/resources
1.800.942.5282 (toll-free in North America)
www.elasticpath.com