CASE STUDY: How insights on your customer’s end consumers can help your B2B sales Javier Nieto, Vice president of global marketing, eCommerce, Worldpay.

1. © Worldpay 2015. All rights reserved.
How insights on our customer’s end
consumers helped generate leads
Javier Nieto/VP Global Marketing

2. © Worldpay 2015. All rights reserved.2
Skype, Netflix,
Camper,
Hotelbeds,
ChinaAir, British
Airways, Sony, Wix
5,000 colleagues
on 4 continents,
25 million
transactions/day,
$500 billion
processes / year
45 out of 100
transactions in
the UK are
processed by us
Full eCommerce
product suite;
Gateway, Acquiring,
APMs, Fraud, Treasury
Services, Mobile
About Worldpay
International
acquirer

3. © Worldpay 2015. All rights reserved.
The payments landscape has never been more exciting.
Once upon a time…
3
Cash was king Cards dominated

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…but technology arrived and it created choice…
4
and with choice came complexity and fragmentation
• What payment methods should I accept?
• Which ones do my customers demand?
• How do I stop cart abandonment?
• Which ones are safer?
For Merchants
• Which ones should invest my time in?
• How can they help me save money?
• Which ones can I rely on for fraud
protection?
• Will it really save me time at the
checkout?
And for Consumers

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There are marked regional differences
• In Europe and the US
card payments dominate
(59% and 71%)
• But in China: 15%
are by card vs 72%
in the US
• And in Brazil: APMs
make up 45% of total
transactions

6. © Worldpay 2015. All rights reserved.
Extending the conversation:
Getting to know our customers’ end consumers
“Ok I’m
listening”
“We are great-
best payment
service provider
ever”
“We make
payments simple,
provide you with
insights that will
help your
business, we are
truly global”
“I just want to pay
quickly and safely,
in the payment
method of my
choice, but what
matters to me
varies depending
on where I live”
“How do I make
sure my payment
pages are not
turning
consumers
down?”
“How can I make
the shopping
experience even
better?”

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We asked them…what worries you? They told us…
• “How do I make sure I’m not
turning down customers with
my payment pages?”
• “I’m entering another 4
countries, is my payment
page ready for that?”
Research piece on what customers
really want from the payment
journey

8. © Worldpay 2015. All rights reserved.8
The Online
Payment Journey
The research

9. 9
We reviewed the online payment journey offered by travel
and retail websites in 14 countries
14 CountriesWebsite
audit
Largest
airlines
and OTAs
25
Largest
retailers
25

10. 10
Customer
Survey
Travellers
in each
country
250
Shoppers
in each
country
250
14 Countries
and asked customers what they want to see when
shopping online

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What did
we discover??

12. 12
Digital authentication and security logos: the less developed
eCommerce is in a country, the more relevant they are
I wouldn’t buy from a website unless payment authentication
services and digital certificates were shown
India China Spain South Korea

13. 13
Seeing preferred payment methods on the homepage can be important
eg. When buying travel in LaTam
I wouldn’t buy from a website unless I could see that they accept
my preferred payment method on the homepage
Mexico Chile Brazil France

14. 14
Displaying prices in local currency is crucial to customers – They
drop out if not
I wouldn’t complete the payment if my local
currency was not displayed
Travel average Some, but not all,
retailers offer currency
options on the
homepage
Example: Etsy

15. 15
Most customers are still reticent to have their payment details stored,
particularly in Europe
I want the website to store my payment and address
details for next time - Travel customers
Average of
Germany, Spain,
France, UK
Average of China,
Japan

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The Campaign

17. Microsite as a hub

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Targeted PPC

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Social Media

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Email

22. 22

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Lead Generation journey
Worldpay.com InsightsWorldpay.com Travel Worldpay.com Retail
Online Payment Journey microsite
Social media
Standard lead routing Email containing country reportsMarketo
database
Standard
qualification
criteria
Nurture
programme
Salesforce
Sales
qualification
Qualified lead Sale
Form standard lead routingStandard contact us form

24. © Worldpay 2015. All rights reserved.
Demand Generation Aims and Objectives …
24
ReinforceWorldpay
as a thought leader
with insights
delivered to the right
audience …
Reach wider
audiences through
innovative ways and
new channels …
Set and follow
demand generation
best practices to
gain and maintain
quality contacts …
… creating multiple touch points to generate quality sales leads to the business.

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The promotion plan

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Promotional Plan: digital
Digital Marketing
SEO
Retail & Travel – keywords
PPC
Retail – Focused on US region with localised keywords
Travel –
EMEA/UK & US only for PPC due to
low budget & high cost of search terms
Website
Retail & Travel Links
• Vertical homepages
• Thought Leadership pages

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Promotional Plan: social
Twitter – Global; Japan & LATAM
• Beginning with neutral teaser campaign, following later weeks/tweets
with Retail/Travel specific
 Split of posts as follows:
 20% non vertical-specific tweets
 40% Travel
 40% Retail
• Tweets will be concentrated on Tuesday, Wednesday and Thursday
(days shown to deliver greater engagement)
Facebook
• Limited number of posts for wk/6th April due to Visa re-pricing messaging
• Beginning with neutral teaser campaign, following with Retail/Travel
specific

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Paid Advertising
LinkedIn
• Retail – (April – June)
 Sponsored Updates
 Side Ads
• Travel – (April – May)
 Sponsored Status updates
 Mix of Display ads and text ads
 PPC
Promotional Plan: paid digital

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Email Campaign (Retail & Travel)
Customers – 1 email/mo
Prospects – 1 email/mo
• Option to resend with different
messaging to opens/un-opens
(depends upon frequency
agreements/testing)
Retail & Travel Newsletter
• Slightly different messaging to
customers/prospects/subscriber
s
Promotional Plan: email

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Download Analysis
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0 20 40 60 80
100
120
140
Australia
Brazil
Chile
China
France
Germany
India
Japan
Mexico
Russia
South Korea
Spain
UK
USA
Number of people who downloaded
Country Report Downloads (April - June) Form Fills / Region
APAC
EMEA
LATAM
UK
US

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Campaign lead generation funnel
12,229
362
123
47
Unique Microsite Visitors
- 64% of traffic was from direct marketing
- 25% of traffic was driven to the site by social media
How many of them gave us their details
- 200 number of travel prospects
- 162 number of retail prospects
How many Marketing qualified as good
- 123 MQLs
How many Sales have accepted
- 47 SALs
2.81%
conversion
33.98.%
conversion
38.21.%
conversion

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www.onlinepaymentjourney.
worldpay.com