28
Personalizing and segmenting your marketing efforts to more effectively target your customers I improvement eyond the landing page” » Michael Klazema, Director, Web Marketing & CRM, DYM

080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

Embed Size (px)

DESCRIPTION

Presentation delivered by Michael Klazema during eTail Palm Springs 2008 Personalization day.

Citation preview

Page 1: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

Personalizing and segmenting your marketing efforts to more effectively target your customers“ROI improvement

beyond the landing page”

» Michael Klazema, Director, Web Marketing & CRM, DYMO

Page 2: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

2

Page 3: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

3

The right focus

Visitors More visitors

100

1% more1% more

sales

Visitors More visitors

Buyers Bigger buyers

$100

1% more

1% moresales

Buyers Bigger buyers

Visitors More buyers

100%

1% more 33% moresales

Visitors More buyers

Page 4: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

4

Total population

Market

Known

View Satisfied

Retain

Considering

Visit

RetailPerformanceImprovement

Retail waterfall

Buy

Page 5: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

5

The landing page & beyond

Page 6: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

6

Five online conversion steps

Visit Browse Select Buy Return

Visit = # visitors

Browse = # visitors to specific site sections / pages

Select = # carts

Buy = # completed check outs

Return = # repeat visitors

Page 7: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

7

Online Conversion Waterfall

Page 8: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

8

Conversion per step

Visit Browse Select Buy Return

80% 5% 50%

45%

10.000 8000 400 200 4500

2%

» Numbers in 000’s

Page 9: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

9

Conversion per step

Visit Browse Select Buy Return

20% 25% 40%

10%

2%

10.000 8000 400 200 4500

» Numbers in 000’s

Page 10: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

10

Conversion per step

Visit Browse Select Buy Return

20% 25% 10%

10%

0,5%

10.000 8000 400 200 4500

» Numbers in 000’s

Page 11: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

11

Marketing experiments

A/B en multi variate tests »Start with category profiling»Continue with email»Generating more product reviews to

increase sales»Skip buy now / 30 day money back

guarantee»High cost / high converting keywords»Existing customer or not? (2x)

Page 12: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

12

Category profiling

Page 13: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

13

Welcome to DYMO

Page 14: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

14

Product reviews

» 5%

» 95%

» 97% willing to

recommend DYMO to

a friend

Page 15: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

15

First year results

Page 16: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

16

What are the possibilities with reviews?

Page 17: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

17

Page 18: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

18

Page 19: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

19

Improvement?

Page 20: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

20

Cross sell

Page 21: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

21

Standard Buy Now page

Page 22: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

22

Shopping cart

Page 23: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

23

Buy Now page with seal

Page 24: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

24

Winner

Page 25: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

25

High cost / high converting keyword

Page 26: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

26

Existing customer: Label offer

Page 27: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

27

Existing Customer: MyDYMO

Page 28: 080214 Pre Michael Klazema Conversion Rate Optimization E Tail 2008

28

3 Actionable take-aways

1. Focus on one or two key golden segmentation variables for your personalization

2.Understand clearly where in your online sales funnel you have the largest drop off in conversion for which segment

3.Ease of effort x cost x expected conversion improvement = priority