Steps to Converting Exisiting Visitors to Customers Using Data, Testing and Personalization presented by Greg Ng, CXO, Brooks Bell Interactive, at Triangle AMA Digital Marketing Camp on Feb 29, 2102. www.triangleama.org
6. If I had a $100,000 budget
$98,876 $1,124
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7. A case for optimization.
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8. The Brooks Bell Formula for Online
Conversion
M+V+O
C= = >1
F+A
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9. The Brooks Bell Formula for Online
Conversion
Relevance of Relevance
Motivation Value Prop of Offer
M + rV + rO
C= = >1
F+A
Conversion
Friction Anxiety
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10. Relevance = the right message
to the right customer at the
right time.
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16. #1: Don’t treat everyone like it’s their first visit
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17. #1: Don’t treat everyone like it’s their first visit
1st Visit 2nd Visit, and every
subsequent visit
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18. #2: Create ways for visitors to self-select
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19. #3: Use geo-targeting to deliver relevant
messages
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20. #4: Speak their language
Free shipping starting with orders over $30! *Details
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21. #4: Speak their language
25%
over English version
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22. #5: Use online behavior to
trigger marketing messages
Search for Dewalt Cordless
Drills. Items added to cart.
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23. #5: Use online behavior to
trigger marketing messages
DAY 1 DAY 2
Item clicked. Item clicked.
DAY 3
Bundled item added to cart.
Abandoned again.
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24. #5: Use online behavior to
trigger marketing messages
DAY 4 DAY 5 DAY 6
Item clicked. No click. Cheaper brand offered.
http://blog.protocol80.com/2011/04/amazon-gets-you-to-buy-its-not-rocket-science/
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25. #6: Use the weather
Connecticut Snow day? Take an EXTRA 25% off
sale and clearance + free shipping
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26. #7: Using Dayparting in your Paid Search
INSIGHT
:
10:00 PM showed
a huge decrease
in clicks and
conversions.
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27. #7: Using Dayparting in your Paid Search
9:59 PM 10:00
PM
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28. #7: Using Dayparting in your Paid Search
9:59 PM 10:00
PM
10%
PAID SEARCH ROI
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29. #8: Don’t assume what works for others works
for you
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30. #8: Don’t assume what works for others works
for you
TOP SECTION
CONSTANT
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31. #8: Don’t assume what works for others works
for you
41%
REVENUE
HUGE impact on future
budget allocation
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32. #9: Consider the device…and your data
PROBLE
M:
Bounce rate was
50% higher with
mobile visitors
7% mobile traffic
and growing
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33. #9: Consider the device…and your data
VS
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34. #9: Consider the device…and your data
22%
DECREASE IN
BOUNCE RATE
16%
PAGEVIEWS
4%
CONVERSION
RATE
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35. #10: Use “relevant messaging” to meet goals
GOA
L:
INCREASE
SALES
OF D&G
GLASSES
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36. #10: Use “relevant messaging” to meet goals
10%
INCREASE IN
RESULTS
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37. #10: Use “relevant messaging” to meet goals
21%
ORDERS OF D&G
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38. 5 T’s OF TESTING
Team Trust Technology Traffic Time
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“The 2010s will be the Data Decade. Companies that understandhow to harness it will win. Those that don't will perish.”-Steve Rubel SVP, Director of Insights Edelman Digital
Create mechanismsto capture data. 80% believe ROI from online marketing activities is important to measure, but only 31% of marketers can effectively measure it.
Identify KPIs and testtowards those goals.If your business goal is to increase average order value then all of your tests should prove or disprove how to affect it.
The Omniture example is tracked to show which person is coming in from which source.For example: if a specific keyword is driving more activity to the Online marketer content it will fuel decisions about media buy, keyword buy, content investment, etcAdobe example started as a self-selct model. At first the experience was the same regardless of choice to track behavior and conversion rates. Now all 3 radial buttons have distinct messaging and conversion paths.