What drives e-commerce marketing success today?
MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers.
Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss:
• Overall e-commerce conversion rates
• Channels that drive significant traffic
• Barriers to growth that e-commerce marketers face
This webinar is sponsored by Magento.
Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce
4. Educational funding
provided by:
Speakers
Black & White
Headshot
Ben Pressley
Head of Worldwide Sales
Magento
@BRPressley
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Pete Prestipino
Website Magazine Editor-in-Chief,
Digital Marketing Strategist
Website Magazine
@peteprestipino
5. Educational funding
provided by:
Related resources
• MarketingSherpa E-commerce Benchmark Study — Made possible by a research
grant from Magento
• Marketing Research Chart: Tactics that are seeing a budget increase (and
decrease)
• SMB Marketing in 2013: 68% of small businesses to increase marketing budget
• 8 Challenges Undermining Your Marketing Team
• MarketingSherpa.com/IRCE
10. Educational funding
provided by:
Case Study: Test snapshot
Background: Home delivery subscription has multiple delivery options
Goal: To determine if reordering the delivery options would have an effect on the
subscription mix and revenue
Research Question: Which order of subscription options will yield the most revenue?
Test Design: A/B/C split test
12. Educational funding
provided by:
20% increase in revenue per visit
Treatment 1 increased revenue per visit by 20%.
Results
Design Revenue per Visit
Price - high to low 0.4
Price - low to high 0.5
Popularity 0.4
Relative Difference 20%
15. Educational funding
provided by:
Case Study: Whirlpool
Thomas Mender
Senior Manager,
Database Marketing
Whirlpool
Why One Test Triggered A 180°
Turn in How All Whirlpool Brands
Direct Market To Consumers
17. Educational funding
provided by:
Building customer
profile
Data collection
Test is launched
Current process
Marketing team
approves creatives
Creating test ideas -
collaborate
Agency builds
creatives
20. Educational funding
provided by:
Case Study: Whirlpool
Thomas Mender
Senior Manager,
Database Marketing
Whirlpool
Background: Applying what was learned about minimizing
CTAs in email sends at Email Summit 2013
Objective: To achieve a higher clickthrough rate
Primary Research Question: Will having a single CTA be
more effective than multiple CTAs?
Test Design: Single variable A/B split test
24. Educational funding
provided by:
Case Study: One Call Now
Jacob Baldwin
Digital Marketing
Manager
One Call Now
Background: Text-based communication subscription
company
Objective: To rank higher in search results.
26. Educational funding
provided by:
Keyword Maps: Optimized Elements
“Meeting”
“Appointment”
“Conference”
Use of strong tags to highlight
keywords in the body copy
28. Educational funding
provided by:
Keyword Maps: Optimized elements
Alt: “One Call Now’s Safe School Helpline is an anti-bullying tip line
students can use to anonymously report bullying. Click to learn more”
Image Alt Tags
29. Educational funding
provided by:
Keyword Maps: Optimized elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line
students can use to anonymously report bullying. Click to learn more”
Use of H1 Tags
30. Educational funding
provided by:
Keyword Maps: Optimized elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line
students can use to anonymously report bullying. Click to learn more”
URL Structure
31. Educational funding
provided by:
Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line
students can use to anonymously report bullying. Click to learn more”
Keyword Density
32. Educational funding
provided by:
Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line
students can use to anonymously report bullying. Click to learn more”
48% increase in paid search traffic
32.3% increase in organic search
40. Educational funding
provided by:
Results
Asking for more
persona information
Program integration resulted in nearly 1,000 updated
profiles that included additional segmentation fields such
as buyer persona and areas of interest
45. Educational funding
provided by:
Case Study: Electric Fireplaces Canada
Background: Canadian website selling electric fireplaces
loses its once-desirable slot in SEO with penalties
following a change in Google’s algorithm.
47. Educational funding
provided by:
Campaign
1. Request removal of unnatural links to outside parties
2. Implement a guest posting effort
3. Consistent communication across the department and agency
4. Submit a formal request to Google to reconsider penalty
51. Educational funding
provided by:
Case Study: Jamaica Inn
Background: After the 2008 recession, this tourism
website struggled to generate interest with its direct-to-
customer campaigns.
Campaign: Develop a marketing program that was
engaging for guests to build stronger relationships and
loyalty.
56. Educational funding
provided by:
Case Study: Ritz-Carlton Destination Club
Alex Corzo
Manager of Digital
Communications & CRM
Marriot Vacations Worldwide
How the Ritz-Carlton Destination Club enhanced
the effectiveness of mobile email marketing
campaigns
Optimizing the Evolving Landscape
of Mobile Email Marketing
58. Educational funding
provided by:
Pilot: IPhone landing page
• Company logo
• One sentence of copy
• Online form fields,
arranged vertically
• Button to send