presentación lorna diwa - ecommerce day asunción 2015
TRANSCRIPT
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Hola y Hello!
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A question for the crowd
Why does organ donation differ so dramatically between the countries on the left, and the countries on the right?
Source: Dan Ariely
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A question for the crowd – revealed!
At the DMV
Default for organ donation consent is
unchecked.
The user must take an action and complete a
form to become a donor.
Default for organ donation consent is already checked.
The user must take an action and complete a form to OPT OUT of becoming a donor.
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Introduction: My work at Google
google.com/work
5M+ businesses have signed up to
using Apps for Work globally
google.com/express
A new Shopping venture for Google, same & next day
delivery in 7 US cities
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Optimizing your online sales funnel
AwarenessConsideratio
nDirect
ResponseProspect Customer Evangelist
I EngagementConverting visitors into customers
IIAcquisitionGetting people to your site
Know your Business Know your Users
!
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Additional sales channel,
X% of sales are online
Know your business: How much does online matter to you?
Discovery channel only, 0% of sales online
No offline business,100% of sales online
“We want more people to find us but our sales
process is best managed offline.”
“ We created our website to be an additional channel
for our customers to buy from us.”
“Our audience and product is best served
100% online.”
Key determining factors include
• Average product price point, customer spend and purchase support needed• Frequency of repeat purchases, or subscription vs. one-time purchase model• Ability to cross-sell and up-sell customers across products
!
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Know your users!
How tech-savvy are they?
How do they currently shop?
What or who influences them?
Where do they discover new products?
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Getting people to your site: A quick overview
Letting people know your business
exists
I
Awareness Consideration Direct Response
Users evaluate the product, ‘reminder’
Marketing
Driving the users to take a specific
call to action
• Co-Marketing with affiliate brands who have the same target market
• Digital Marketing e.g. banners, targeted ads
• Out of home e.g. TV / radio commercials, billboards
• Email and direct mail
• Social media channels organic, paid
• Referrals make your customers work for you, and reward them for it
1 2 3
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Identify your critical user journeys
Buyers want to be led
What is measured, improves
Test what you don’t know
4 Key Principles for optimizing your sales funnel
1
2
3
4
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Identify your critical user journeys1
• Searching your store for a particular product
• Getting the price for a product
• Opening a product page
• Filling out credit card details to make a purchase
• Setting up an account for the first time
• Finding Support and contacting your business
Eve
ryd
ay jou
rneys
Piv
ota
l jo
urn
eys
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Example: Getting a Google Apps quote1
40+ different ways to click, 9+ CTAs 1 clear user journey, 1 CTA
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Buyers want to be led2
When users come to your site, they expect you to be the expert.Transfer your best practices from offline, to lead them in the online world.
30+ clicks,7+ CTAs
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Created a single path with guided steps2
4 clicks,1 CTA
1 2 3 4
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Anything that is measured and watched, improves. - Bob Parsons, Founder GoDaddy ”“
What is measured, improves3
Pg 1 Pg 2 Pg 3Pg 4
(Signup)
100%
16%
30%
19%
The conversion rate from to signing up was 16%
] ]
-3%
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This new KPIs led to new initiatives and increased conversion from visitor to paid customer
3
Pg 3
Ready to go Google?Call now: 1800 123 456
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Test what you don’t know4
Design tests in such a way that their results
will help you make business critical
decisions.
Sometimes tests emerge from being faced with a
business problem
• Email volumes were 5x that of Google’s standards, breaching our user policies.
• Email impact on revenue varied, at times being <1%
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(Just one of the) tests we ran to get there:4
Test 1: • Hero Call To Action
(CTA)• Shop single products
only
Test 2: • Multiple, direct CTAs• Intro ‘shop related
items’
Test 3: • Multiple, direct CTAs• Text heavy, remove
image
Additional to the below, we kept 25% of our users as a control group, receiving the original email.
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The resulting single email had more revenue impact than the three prior emails combined
4
Reduced to 1 x email per week and:
• +12% Click through rate (CTR)
• +32% Product purchase rate• +35% Revenue per user
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And, of course we default opted every user in :)
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Appendix
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Know your users
!
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Acquisition:
Getting people to your site
I
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Engagement:
Converting Visitors into
Customers
II