http://www.brooksbell.com You have traffic coming to your website but how many of them are you converting? Here are 10 ways your competition are using data, testing, and personalization to convert more visitors to paying customers.

1. CONVERTING EXISTING
VISITORS TO CUSTOMERS
Using Data, Testing, and
Personalization
GREGORY NG
CHIEF MARKETING OFFICER

2. QUIZ
E-commerce websites report an
average conversion rate of ____.
A.
2.2%
B.
5.2%
C.
7.2%
2
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3. E-commerce websites report an
average conversion rate of 2.2%
3
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4. Companies on
average spend more
money on traffic
acquisition
than optimization
88:1
4
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5. 5
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6. If I had a $100,000 budget
$98,876
$1,124
6
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7. A case for optimization.
7
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8. The Brooks Bell Formula for Online
Conversion
M+V+O
C=
F+A
= >1
8
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9. The Brooks Bell Formula for Online
Conversion
Relevance of
Value Prop
Motivation
Relevance
of Offer
M + rV + rO
C=
F+A
= >1
Conversion
Friction
Anxiety
9
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10. Relevance = the right message
to the right customer at the
right time.
10
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11. 3 FIRST STEPS

12. 1. Believe in DATA
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13. 2. You must
LEARN!
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14. 3. Stay on target
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15. 10 IDEAS TO USE IN 2013

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
17
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18. #2: Create ways for visitors to self-select
18
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19. #3: Use geo-targeting to deliver relevant
messages
19
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20. #4: Speak their language
Free shipping starting with orders over $30! *Details
20
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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
Item clicked.
DAY 2
Item clicked.
DAY 3
Bundled item added to cart.
Abandoned again.
23
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24. #5: Use online behavior to
trigger marketing messages
DAY 4
Item clicked.
DAY 5
No click.
DAY 6
Cheaper brand offered.
http://blog.protocol80.com/2011/04/amazon-gets-you-to-buy-its-not-rocket-science/
24
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25. #6: Use the weather
Connecticut Snow day? Take an EXTRA 25% off
sale and clearance + free shipping
25
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26. #7: Using Dayparting in your Paid Search
INSIGHT
:
10:00 PM showed
a huge decrease
in clicks and
conversions.
26
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27. #7: Using Dayparting in your Paid Search
9:59 PM
10:00
PM
27
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28. #7: Using Dayparting in your Paid Search
9:59 PM
10:00
PM
10%
PAID SEARCH ROI
28
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29. #8: Don’t assume what works for others works
for you
29
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30. #8: Don’t assume what works for others works
for you
TOP SECTION
CONSTANT
30
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31. #8: Don’t assume what works for others works
for you
41%
REVENUE
HUGE impact on future
budget allocation
31
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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
32
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33. #9: Consider the device…and your data
VS
33
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34. #9: Consider the device…and your data
22%
DECREASE IN
BOUNCE RATE
16%
PAGEVIEWS
4%
CONVERSION
RATE
34
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35. #10: Use “relevant messaging” to meet goals
GOA
L:
INCREASE
SALES
OF D&G
GLASSES
35
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36. #10: Use “relevant messaging” to meet goals
10%
INCREASE IN
RESULTS
36
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37. #10: Use “relevant messaging” to meet goals
21%
ORDERS OF D&G
37
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38. 5 T’s OF TESTING
Team
Trust
Technology
Traffic
Time
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39. Thanks!
• Follow me on Twitter: @GregoryNg
• Email: g@brooksbell.com
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