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Presentation delivered by Michael Klazema during eTail Palm Springs 2008 Personalization day.
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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
2
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
4
Total population
Market
Known
View Satisfied
Retain
Considering
Visit
RetailPerformanceImprovement
Retail waterfall
Buy
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The landing page & beyond
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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
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Online Conversion Waterfall
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Conversion per step
Visit Browse Select Buy Return
80% 5% 50%
45%
10.000 8000 400 200 4500
2%
» Numbers in 000’s
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Conversion per step
Visit Browse Select Buy Return
20% 25% 40%
10%
2%
10.000 8000 400 200 4500
» Numbers in 000’s
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
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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)
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Category profiling
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Welcome to DYMO
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Product reviews
» 5%
» 95%
» 97% willing to
recommend DYMO to
a friend
15
First year results
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What are the possibilities with reviews?
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18
19
Improvement?
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Cross sell
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Standard Buy Now page
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Shopping cart
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Buy Now page with seal
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Winner
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High cost / high converting keyword
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Existing customer: Label offer
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Existing Customer: MyDYMO
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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