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1. Photo by Dominik Kuhn on Unsplash
5 e-commerce diseases

2. 2006

3. 2011

4. 2013

5. 2013-2019

6. The place where e-commerce
problems also begin

7. 1
Hurry
sickness

8. do the same like “those” from:
Let’s

9. eCommerce priorities
Branding
SMALL
eCommerce
Platform
Product
assortment
Customer
Experience
BIG
Operational
Efficiency
Conversion
Rate
Optimization
Nice 2 have or useless at this phase
1
NeededMust-have
Generating
New traffic
31 22
MEDIUM
1 1 1
3
1 2
1
2
3
111
2 3
11 21
1

10. https://goo.gl/8Ttyv9
Monitor
the right
KPIs
1
2
3
4
5
Set strategic
goals
Strategic
Initiatives
Prioritise
Execute & repeat

11. Strategic initiative
OS 1:
increase
NPS to
75
OS 2:
Increase
AOV to
$120
OS 3:
Increase
LTV to
$3400
OS 4:
Increase
conversion
rate to
1.4%
OS 5:
Increase
retention
rate to
65%
OS 6:
Increase
traffic to
500k/
month
Total
impact
score
Personalized thank-you letter
after the first order 5 1 3 0 0 0 9
PPC Hacking 0 0 0 0 0 4 4
Build / hire a growth team 3 2 2 3 3 3 16
Conversion rate optimization audit 1 1 2 3 3 0 10
Activate a new payment method 0 0 0 2 2 0 4
Find out the conversion killers
with on site surveys 1 0 1 3 3 0 8

12. https://goo.gl/8Ttyv9

13. 5 symptoms of hurry sickness
1. Priority is changed the moment a new idea appears
1. There are no strategic objectives
1. They pay attention to all kinds of promotional offers received via email
1. They have no budget, cashflow, performance board, strategic initiatives
board
2. There is no marketing/documentation calendar

14. 2
Vocal
failure

15. Source: metrictheory.com
Branded Non-branded Branded Non-branded

16. 5.000 stickers
5 students
3 nights
ROI:

17. Street campaign for 2 weeks,
Bucharest and Constanta
18 hostesses
ROI:

18. Free 20k DVDs for clients
While eMag strongly enters the
insurance market - TV
campaigns and important
discounts (dec. 2012)
During that month, we had a
45% YoY increase and we did
not lose any clients
ROI:
http://bit.ly/titi_aur_rca

19. TV campaign of approximately
100k euro
Straight negative ROI
We did not make a big deal out
of direct measurement
but , even so, it helped increase
online customers’ trust
ROI:

20. Cakes were offered for the
anniversary of 3000 clients
Massive growth of NPS
Excellent retention of those
customers
Important increase of the
source “recommendation” to
the question “how did you find
out about us?”
ROI

21. The 10th anniversary of the biggest shopping day in the world started on
Saturday in Shanghai with a four-hour gala that saw Mariah Carey, Allen
Iverson and Cirque du Soleil take the stage, along with Asian pop stars Jay
Chou and Coco Lee.
More than 200 million watched the show on television and online,
Alibaba said.

22. We live in an era of experience.
Memory is touched by emotions.
If we just deliver boxes from one place to another, without offering a
memorable experience, no one will remember us.
Any brand needs a voice and a story.
Do you have a vision? What is your company’s story?
Have you found your voice?

23. What story does your brand
tell?

24. 5 symptoms of vocal failure
1. All marketing campaigns are sales
1. They don’t know who the ideal customer (ICP) is
1. There is no budget for branding
2. They don’t measure NPS and the sources from where clients heard about
their store
1. They don’t have a cadence for their branding campaigns

25. 3 Featuritis

26. More
features
More
clients

27. 2013-2019
Dataract EyeNormal Eye

28. 2015
12M euro
revenue
14
countries
115
employees

29. Data they were checking:
Revenue: 12M euro
Profit: breaking-even
YoY revenue: +115%
Top 3 priorities:
1. New eCommerce platform
2. New warehouse
3. New traffic sources

30. Top 3 priorities after data
immersion:
1. Retention increase (NPS)
2. Satisfaction increase
3. Changing the providers
(return rate just seemed OK)
What we checked together:
1. Conversion rate - 1%
2. Customer satisfaction
- they were not measuring it
3. Retention rate & LTV
- they were not measuring
them

31. Disease
symptoms
Disease
causes

32. Incomes
Generating
factors

33. What were the symptoms?
YoY LTV: -20%
NPS: <40
CoCA vs LTV: <1.5
Retention rate: <20%

34. 2019
20X less
revenue
1
country
<10
employees

35. 5 symptoms of dataracta
1. They think e-commerce health is fully revealed by Google Analytics and the
account statement
1. They don’t know how much of the income is generated by new customers
vs. recurrent ones
1. They have no budget, cashflow, performance board, strategic initiatives
board
2. They don’t monitor the relationship between lifetime value and customer
acquisition cost
3. They don’t know who their ICP (ideal customer profile) is

36. 5
Fatal
indifference

37. 2013
What do we do?
Software as a Service
We cared about:
- Platform adoption
- User number
- Incomes

38. 2016
What do we do?
Software as a Service
We cared about:
- Who the ideal
customer was
- Why did we have
such a small
customer retention?
- Who were the
remaining clients?

39. What do we do?
Service as a Software
We care about:
- What are our ideal
customers’ pains
- How happy our ideal
customers are
- What bothers and excites
our colleagues
- What the planet needs
(no support for adult, guns,
gambling & toxic
websites)

40. 2019
Data-driven Growth for serious
eCommerce players
● Web Optimization Strategy
● UI/UX Design & Research
● Data Analytics
● Front-end Development & QA
● Advanced Segmentation
● A/B Testing
● Web Personalization
● On-site surveys
Integrated with
● Customer Intelligence Platform
● Customer Segmentation
● Customer Experience Monitoring
● Data-driven insights
● Machine Learning Optimization
● Overlays based on Cognitive Biases
● ML Automated Segmentation
● Automated Revenue Optimization

41. Clients

42. Clients
Jurnalists
Bloggers
Employees
Parteners
Providers

43. Clients
Jurnalists
Bloggers
Employees
Parteners
Providers

44. Clients
Jurnalists
Bloggers
Employees
Parteners
Providers

45. Caring radius expansion =
much more than money

46. Caring radius expansion =
Accomplished when we are 89 years old

47. We are waiting for you at Omniconvert
for free e-commerce health-checks

48. http://bit.ly/ecommerce-health

49. Questions?