Website Personalisation: the best way to boost your conversion rates

Graham CookeCEOgraham@qubitproducts.com

Ian McCaigCMOian@qubitproducts.com

Friday, 3 May 13

Agenda

-A brief history of personalisation

-Which data should you collect and how should you collect it

-Discovering useful insights: which segments are you looking for

-Delivering personalisations

-Personalisations: winning case studies

-Q & A

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52% agree that ‘the ability to personalize web content is fundamental to their online strategy’

Source: Econsultancy 2013

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Better conversionsIncremental trafficNew markets

Conversion is one of your biggest levers for growth online

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Looking towards the future

5

PERSONALISATION

Retrospectively

METHOD

All users

USER TARGETING CUSTOMISATION

a bvs.

Retrospectively

/ Real timeSegment Rules:

Messaging focus

Retrospectively

/ Real time Individual

Remembers preferences

Full integration with 3rd party data

sources such as

SITE WIDETest and Deploy

STATERules based

INDIVIDUAL CRMPERSONALISATION

REAL TIME /PLUG IN PLAY

Predictive

/ Real timeIndividual Offer

Predictive algorithmmakes decision

E.g. Personalised

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Ineffective traffic and conversion strategies drive down ROI

6

AttractionHigh investment in driving traffic, rising CPA costs

92% of people don’t buy

On-site

Poor return on investment for all involved

Return

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Poll: What kind(s) of personalisation, if any, are you doing at the moment?

-Re-marketing-Product recommendations-Rules-based site personalization-Individual personalization-Basket abandonment

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A brief history of personalisation

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Consumers have got used to great experiences

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They are empowered!

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Facebook/Google/Apple generation

Innovative companies are designed with today’s customer in mind

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Creating new a heart around digital

Facebook/Google/Apple generation

Innovative companies are designed with today’s customer in mind

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Data drivenCreating new a heart around digital

Facebook/Google/Apple generation

Innovative companies are designed with today’s customer in mind

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They know one size doesn’t fit all

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What’s the solution?

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Key

products

Best

seller

Special

offer

Latest

stock

Personalisation has existed for a long time

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Website personalisation is more than recommendations

17

Recommendations

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Website personalisation is more than recommendations

17

Theme and layout Recommendations

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Website personalisation is more than recommendations

17

Messaging

Theme and layout Recommendations

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Website personalisation is more than recommendations

17

Messaging Offers

Theme and layout Recommendations

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Website personalisation is more than recommendations

17

Messaging Offers Announcements

Theme and layout Recommendations

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Website personalisation is more than recommendations

17

Messaging Offers Announcements

Theme and layout Recommendations Widgets

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For all the different types of people who visit your site...

18

Basket casesPeople who put things

in their basket and don’t buy

Lost soulsOn site search users who never find what they're looking for

First timersNew users in need

of brand reassurance before they engage

Careful spendersPeople who leave long gaps between making

purchases

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...And for all the different technologies too

19

Recommendations

Live helpMerchandising

Reviews Retargeting

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Modern businesses should be able to enjoy 10% conversion rates

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How can you personalise?

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Poll: What are your biggest challenges with personalisation?

-Bad data-Lack of resources/expertise-Technology not delivering ROI-IT roadblocks-Privacy laws

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72% agree they ‘understand importance of personalisation, but don’t know how to do it’.

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To what extent do you regard the following as barriers to adopting or improving website personalisation?

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Leverage data and expertise to create personalised content and recommendation strategies

25

Rev

enue

Less valuable products

Top performers

Medium performers

Low performers

Expert curation

Automated recommendation

User selection

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Effective personalisation needs to drive a business revolution

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Choose the right mix of technologies

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Poll: What kind(s) of technology are you using?

-Tag management-Web analytics-Web diagnostics-AB testing-On site apps

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At a recent talk we saw these results

Technology

0 25 50 75 100

2

10

18

8

92

12Tag ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps

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The fundamental personalisation steps

Collect the right data

Find insights

Personalisecontent

Test, measure

and evolve

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Get the right skills in house

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Businesses used to have a head of electricity...

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Building an organisation for the future

Development

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DevelopmentDigital

Marketing

Building an organisation for the future

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Development

Acquisition

Merchandising

Retention

Building an organisation for the future

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Development

Acquisition

Merchandising

Retention

Analyst / Data Scientist

Agency

Building an organisation for the future

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the shortage in data scientists by 2017

190K

New skills are in demand

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What data should you collect?

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Visitor behaviour has changed; traditional tools don’t work

Then: The purchase Now: The costumer decision journey

Awareness

Familiarity

Consideration

Purchase

Loyalty

Evaluate

Commit

Experience

Consider Buy

Interest trigger

Decision trigger

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More advanced models are now required

Quantitative dataUniversal Variable structures all the data from each page

Your products are hard to

find

<

< description

><

price >

< image

>

< colour

>

Qualitative dataVisitor Opinion gathers

useful insight

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Discovering insights: which segments are you looking for?

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The average US customer coming to a UK website is worth over three times as much as a UK customer to your business

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Visitors arriving at lunchtime are 33% more likely to purchase than at other times of the day

The worst day to have a sale is Wednesday on a morning

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The average UK Safari user spends roughly £30 more on technology per purchase than Firefox, Chrome and Internet Explorer users.

Chrome users are the most price sensitive - they’re 7% more likely to complain about price!

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Delivering personalisations

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A new means of delivery, led by the marketer

A presentation layerDiscovering insights, delivering content, offers and widgets to your site; through your browser

CMS

A data layerTag Management deploys your technologies and aligns your data

Website

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It can help your business work more efficiently

Development

Analyst / Data Scientist

Agency

Merchandising

Optimisation

Retention

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Test, measure and evolve

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A need for constant measurement

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Worked example

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51

French Connection

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52

Behavioural data

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53

InsightPaid and natural search had low conversions and complained about price

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ContentAn on-page message layer

A simple message encouraging this segment to buy and experiment with FCUK products.

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55

ExecutionThe message was served to all visitors on paid and natural search

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56

Performance

7.3% conversion uplift

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Single workflow

Behavioural data Insight Content Execution Performance

Single workflow

two weeks

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Case studies

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13% conversion uplift For Childrensalon

59

Visitors from key strategic markets, identified by geolocation.

For each of the target markets, a message layer was created in the visitor’s native language, asking whether they would like to ‘live chat’ with a customer services representative.

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7% conversion uplift For Crew Clothing

60

New visitors encountering the brand for the first time.

Three layers designed to increase brand engagement; email sign-up, free delivery and customer service promise.

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33% conversion uplift For Stylistpick

61

New users on their first pageview.

Three message layers were created to encourage email sign up, offer free delivery and reinforce the customer service promise.

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Closing thought

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Ecommerce begins

The world is going back to being personal!

63

web 3.0

Village store Super stores Experiential

The high street The personal web

1915 2015

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Be the first to get our personalisation research

64

Whitepaper:bit.ly/quresearch

Next webinar: bit.ly/quwebinar

www.qubitproducts.com

Friday, 3 May 13

Thanks

Graham CookeCEOgraham@qubitproducts.com

Ian McCaigCMOian@qubitproducts.com

Friday, 3 May 13

Q&A

Friday, 3 May 13