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Website Personalisation: the best way to boost your conversion rates
Graham [email protected]
Friday, 3 May 13
Agenda
-A brief history of personalisation
-Which data should you collect and how should you collect it
-Discovering useful insights: which segments are you looking for
-Delivering personalisations
-Personalisations: winning case studies
-Q & A
Friday, 3 May 13
52% agree that ‘the ability to personalize web content is fundamental to their online strategy’
Source: Econsultancy 2013
Friday, 3 May 13
Better conversionsIncremental trafficNew markets
Conversion is one of your biggest levers for growth online
Friday, 3 May 13
Looking towards the future
5
PERSONALISATION
Retrospectively
METHOD
All users
USER TARGETING CUSTOMISATION
a bvs.
Retrospectively
/ Real timeSegment Rules:
Messaging focus
Retrospectively
/ Real time Individual
Remembers preferences
Full integration with 3rd party data
sources such as
SITE WIDETest and Deploy
STATERules based
INDIVIDUAL CRMPERSONALISATION
REAL TIME /PLUG IN PLAY
Predictive
/ Real timeIndividual Offer
Predictive algorithmmakes decision
E.g. Personalised
Friday, 3 May 13
Ineffective traffic and conversion strategies drive down ROI
6
AttractionHigh investment in driving traffic, rising CPA costs
92% of people don’t buy
On-site
Poor return on investment for all involved
Return
Friday, 3 May 13
Poll: What kind(s) of personalisation, if any, are you doing at the moment?
-Re-marketing-Product recommendations-Rules-based site personalization-Individual personalization-Basket abandonment
Friday, 3 May 13
A brief history of personalisation
Friday, 3 May 13
Consumers have got used to great experiences
Friday, 3 May 13
They are empowered!
Friday, 3 May 13
Facebook/Google/Apple generation
Innovative companies are designed with today’s customer in mind
Friday, 3 May 13
Creating new a heart around digital
Facebook/Google/Apple generation
Innovative companies are designed with today’s customer in mind
Friday, 3 May 13
Data drivenCreating new a heart around digital
Facebook/Google/Apple generation
Innovative companies are designed with today’s customer in mind
Friday, 3 May 13
They know one size doesn’t fit all
Friday, 3 May 13
What’s the solution?
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Key
products
Best
seller
Special
offer
Latest
stock
Personalisation has existed for a long time
Friday, 3 May 13
Website personalisation is more than recommendations
17
Recommendations
Friday, 3 May 13
Website personalisation is more than recommendations
17
Theme and layout Recommendations
Friday, 3 May 13
Website personalisation is more than recommendations
17
Messaging
Theme and layout Recommendations
Friday, 3 May 13
Website personalisation is more than recommendations
17
Messaging Offers
Theme and layout Recommendations
Friday, 3 May 13
Website personalisation is more than recommendations
17
Messaging Offers Announcements
Theme and layout Recommendations
Friday, 3 May 13
Website personalisation is more than recommendations
17
Messaging Offers Announcements
Theme and layout Recommendations Widgets
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For all the different types of people who visit your site...
18
Basket casesPeople who put things
in their basket and don’t buy
Lost soulsOn site search users who never find what they're looking for
First timersNew users in need
of brand reassurance before they engage
Careful spendersPeople who leave long gaps between making
purchases
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...And for all the different technologies too
19
Recommendations
Live helpMerchandising
Reviews Retargeting
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Modern businesses should be able to enjoy 10% conversion rates
Friday, 3 May 13
How can you personalise?
Friday, 3 May 13
Poll: What are your biggest challenges with personalisation?
-Bad data-Lack of resources/expertise-Technology not delivering ROI-IT roadblocks-Privacy laws
Friday, 3 May 13
72% agree they ‘understand importance of personalisation, but don’t know how to do it’.
Friday, 3 May 13
To what extent do you regard the following as barriers to adopting or improving website personalisation?
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Leverage data and expertise to create personalised content and recommendation strategies
25
Rev
enue
Less valuable products
Top performers
Medium performers
Low performers
Expert curation
Automated recommendation
User selection
Friday, 3 May 13
Effective personalisation needs to drive a business revolution
Friday, 3 May 13
Choose the right mix of technologies
Friday, 3 May 13
Poll: What kind(s) of technology are you using?
-Tag management-Web analytics-Web diagnostics-AB testing-On site apps
Friday, 3 May 13
At a recent talk we saw these results
Technology
0 25 50 75 100
2
10
18
8
92
12Tag ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps
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The fundamental personalisation steps
Collect the right data
Find insights
Personalisecontent
Test, measure
and evolve
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Get the right skills in house
Friday, 3 May 13
Businesses used to have a head of electricity...
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Building an organisation for the future
Development
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DevelopmentDigital
Marketing
Building an organisation for the future
Friday, 3 May 13
Development
Acquisition
Merchandising
Retention
Building an organisation for the future
Friday, 3 May 13
Development
Acquisition
Merchandising
Retention
Analyst / Data Scientist
Agency
Building an organisation for the future
Friday, 3 May 13
the shortage in data scientists by 2017
190K
New skills are in demand
Friday, 3 May 13
What data should you collect?
Friday, 3 May 13
Visitor behaviour has changed; traditional tools don’t work
Then: The purchase Now: The costumer decision journey
Awareness
Familiarity
Consideration
Purchase
Loyalty
Evaluate
Commit
Experience
Consider Buy
Interest trigger
Decision trigger
Friday, 3 May 13
More advanced models are now required
Quantitative dataUniversal Variable structures all the data from each page
Your products are hard to
find
<
< description
><
price >
< image
>
< colour
>
Qualitative dataVisitor Opinion gathers
useful insight
Friday, 3 May 13
Discovering insights: which segments are you looking for?
Friday, 3 May 13
The average US customer coming to a UK website is worth over three times as much as a UK customer to your business
Friday, 3 May 13
Visitors arriving at lunchtime are 33% more likely to purchase than at other times of the day
The worst day to have a sale is Wednesday on a morning
Friday, 3 May 13
The average UK Safari user spends roughly £30 more on technology per purchase than Firefox, Chrome and Internet Explorer users.
Chrome users are the most price sensitive - they’re 7% more likely to complain about price!
Friday, 3 May 13
Delivering personalisations
Friday, 3 May 13
A new means of delivery, led by the marketer
A presentation layerDiscovering insights, delivering content, offers and widgets to your site; through your browser
CMS
A data layerTag Management deploys your technologies and aligns your data
Website
Friday, 3 May 13
It can help your business work more efficiently
Development
Analyst / Data Scientist
Agency
Merchandising
Optimisation
Retention
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Test, measure and evolve
Friday, 3 May 13
A need for constant measurement
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Worked example
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51
French Connection
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52
Behavioural data
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53
InsightPaid and natural search had low conversions and complained about price
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54
ContentAn on-page message layer
A simple message encouraging this segment to buy and experiment with FCUK products.
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55
ExecutionThe message was served to all visitors on paid and natural search
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56
Performance
7.3% conversion uplift
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57
Single workflow
Behavioural data Insight Content Execution Performance
Single workflow
two weeks
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Case studies
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13% conversion uplift For Childrensalon
59
Visitors from key strategic markets, identified by geolocation.
For each of the target markets, a message layer was created in the visitor’s native language, asking whether they would like to ‘live chat’ with a customer services representative.
Friday, 3 May 13
7% conversion uplift For Crew Clothing
60
New visitors encountering the brand for the first time.
Three layers designed to increase brand engagement; email sign-up, free delivery and customer service promise.
Friday, 3 May 13
33% conversion uplift For Stylistpick
61
New users on their first pageview.
Three message layers were created to encourage email sign up, offer free delivery and reinforce the customer service promise.
Friday, 3 May 13
Closing thought
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Ecommerce begins
The world is going back to being personal!
63
web 3.0
Village store Super stores Experiential
The high street The personal web
1915 2015
Friday, 3 May 13
Be the first to get our personalisation research
64
Whitepaper:bit.ly/quresearch
Next webinar: bit.ly/quwebinar
www.qubitproducts.com
Friday, 3 May 13
Q&A
Friday, 3 May 13