How to get more conversion out of your website
description
Transcript of How to get more conversion out of your website
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Welcome
How$to$get$more$conversion$out$of$your$website.$
Jan Teerlinck!!Mobile: +32 473 361 498!E-mail: jan.teerlinck @ selligent.com!
VP International business development!
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Outbound marketing
E5mail$
Call$
Print$
! $Automated)personalisa0on$! )Event3driven)marke0ng)! )Data3triggered)marke0ng$! .....$
Mobiel$
SIM$is$very$strong$in$outbound$marke?ng$$You$will$aAract$aAen?on$by:$
! )Right)person$! )Right)?me$! $Right$message$! )Right)channel$
The)4)R’s$
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Marketing scenario’s
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Conversion is a matter of follow-up
« It’s great to get attention,
but it is a must to track all the way to conversion »
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Integrated tracking on your website
! People check things out on your website ! What do you do once you have the attention?
E5mail$
Call$
Print$
Mobiel$
SIM$con?nues$tracking$of$prospects$on$your$website$
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Case: Bank account
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Get"an"on.line"bank"account."
Example tracking and retargeting
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!" !Step1:!Drive$prospects$to$the$website:!
( Personalised)e3mail)
( Search)engine)marke0ng)
( Media)buying)
!" !Step2:!!Make$sure$they$convert$
( Individual)tracking)on)website)( Monitor)people)that)drop3out)
( ACT:)Follow3up)by)re3targe0ng)
Example tracking and retargeting
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( SIM:)))«)Scenario3based)marke0ng)»)))
( Automated)follow3up)
DM targeting: ! DM-print ! E-mail ! Tele ! Branch offices
1to1 follow-up: ! Detect drop-out ! Re-target
Dear!Mr!Teerlinck,!!Two!days!ago!you!started!your!on(line!account!!.....!You!just!needed!to!fill!in!1!more!page.!For!your!convenience,!click!here!to!complete!this!page,!all!your!previously!entered!informaEon!is!sEll!available!
Example tracking and retargeting
50%$of$starters$
do$convert$
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Print$document$
Apply$on5line$ Download$pdf$
Send$to$bank$
Fulfilment$
Missing$iden?ty$
Adress$proof$Call$center$triggered$
Example tracking and retargeting
If$not$received$
S?ll$not$received$Call$them$
Prospect)registers)on)the)website)
Prospect)sends)signed)by)paper)
Call)center)agent)processes)applica0ons)
!A$full$cross5channel$mul?5step$conversion$process$
Conversion$
MACHINE$POWERED$BY$SIM$
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Searching products
Shopping basket
Check-out Payment
Purchase complete
Boost conversion in the real-time shopping process
Example tracking and retargeting
( Add)SIM)trackers)to)your$exis?ng$pages$( SIM)will)recognize)contacts)in)your)database)
( SIM)will)re3target)them)
Trackers
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What to remember ?
Tracking & Re-targeting is not a nice to have.
It is adding pure money to your bottomline
Kick out any system that stops at ‘sending’
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Traffic on your website
Outbound! Direct!
AffiliateMedia!!Search!...!
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SIM begins where Google ends !
10%"
5%"
100%"
90%" 10%"
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SIM behavioral profiling
1) Quantitative metrics:
• )Average)0me)• )Nr)pages)• )Return)frequency)• )Last)visit)• )Traffic)source)• ))Last)5)visited)products)• ))Basket)to)Visit)• )....)
2) Qualitative interest scoring
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SIM Inbound Targeting module
Target$
Target$
T$
B$
Inbound Targeting
You)don’t)need)to)know)their)name)to)make)them)a)good)offer)
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Data-driven targeting
Customer$data$ Behavioral$data$
! ""! ""! ""
PROFILE!DB! CUSTOMER!DB!
Profiling on anonymous visitors AND customers:
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Continue your segmentation on-line
SUBSCRIBER$
FIRST$BUYER$
REPEAT$BUYER$
INACTIVE$BUYER$
Target$
Target$
T$
Remember$the$$Life5cycle$e5mails$
Consistent$message$on$your$website$
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Drive your call center with web behavior
Boost$effec?veness$of$your$expensive$channels$
B$
! Detect$inten?on$to$buy$from$web$behaviour$
! Trigger$outbound$call$
! )Right)person$! )Right)?me$! $Right$message$! )Right)channel$
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Fastest way of growing a prospect database UNIQUE!!!!!VISITORS!
>=2!/!day!
Every!day!
Every!week!
>2!month!
occassionally!
I!know!who!!you!want!in!your!database!!!
B$
And!what!can!I!offer!him!tomorrow!?!
T$In!
your!DB!
ANONYM
OUS!
You$want$to$grow$your$database$$?$$It$was$never$more$easy$
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What you reach with Selligent ?
4)$GAIN$CUSTOMER$INSIGHT$3)$IMPROVE$BRAND$EXPERIENCE$
2)$REDUCE$OPERATIONAL$COSTS$1)$BUILD$MORE$REVENUE$
# "Maximal"automa>on"# "Independant"marketeers"# "Do"more"with"less"effort"
# "Customer.driven"marke>ng"# "Highest"relevancy"# "Unmatched"1to1"follow.up"
# "Consistency"across"channels"# "Threat"every"customer"as"a"VIP"# "Prevent"irrita>on"
# "Profile"customer"behaviour"# "Measure,"test"and"act"# "Quick"DO.LEARN"cycles""
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Conclusion
Then$join$our$vision$of$integrated$cross5channel$marke?ng.$
If$you$believe,$$just$like$us,$$that$customers$don’t$think$in$silo’s$