Personalisation for the 21st Century Marketer

Personalisation for the 21st Century Marketer

Harry Hurst@QubitGroup

Monday, 21 October 13

@QubitGro

up

@hkhurst

#CanvasConf

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Simple equation for ecommerce success

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Conversion Rate

VolumeAverage

Order Value

%# £

X X

@hkhurst @qubitgroup


But the bubble was burst

@QubitGroupimage - businessweek.com


Key

products

Best

seller

Special

offer

What is personalisation?

Latest

stock

Impulse

products


Recommendation:Creating a personal selection based on algorithms

6 @hkhurst @qubitgroup


Personalisation:What should each individual see here?



Website personalisation is...

Messaging Offers Announcements

Theme and layout Recommendations Widgets



The time is now. Consumers have a voice and high expectations.


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Optimizing the digital customer experience (and thus focussingon conversion rates) is a top priority for half of respondents

ConfidentialMonday, 21 October 13

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Marketing technology is being inefficiently utilized. Organizations lack structures and partnerships needed to maximize digital technology.

Confidential

42%

29%

29%

My organization lacks organizational structures, internal skills and partnerships needed to maximize the value of its existing

digital marketing technology.

Lack of skills

28%

35%

37%

My organization currently runs digital marketing technology from different vendors that overlap in capability.

Tech overlap

Strongly agree Agree Other


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In order to solve this, ecommerce and marketing professionalsare increasingly wrestling control of their budget from IT

ConfidentialMonday, 21 October 13

How to understand what a visitor wants - read the signals.

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Quantitative data



How to understand what a visitor wants - read the signals.

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Quantitative data Qualitative data



Feedback adds a new dimension to your analysis



8Fast ways to start

to personalise@QubitGroup @hkhurst


#1Give new

visitors a warmwelcome


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Welcome messageNew visitors are often unaware of existing selling points; use this as an opportunityto explain why your company is special with an on-page message layer



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Welcome messageGive a little gift to your new account signups; trigger on-page message layers thanking them for their sign up and provide free delivery on their first shop.



#2Inter-session

retargeting with personalised

landing pages


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Inter-session retargetingPersonalising your homepage is perfect for visitors returning on product search terms;use an in-page image replacement to catch them.



#3Drive newsletter

signs ups to boost your CRM


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Driving newsletter signupsHaving a lightbox take over a visitor’s screen prompts them to interact and signup;use either an on-page form submission or on-page layer redirect to catch them.



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Driving newsletter signupsHaving a lightbox take over a visitor’s screen prompts them to interact and signup;use either an on-page form submission or on-page layer redirect to catch them.

`



#4Push people to

engage with your content


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Content engagementFor websites with blogs, e-zines, or video content, shout about it to your visitors;place eye-catching imagery above the fold to entice a click through.



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Content engagementIf you feature purchasable items within your content, let people buy them, fast;have a click through layer appear that links to your product.



#5Help people by

highlighting page functionality


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Highlighting functionalityHelp people find what they’re looking for by pointing out useful functionality;use a pointer to suggest which products are best for driving conversions



#6Push stock

with urgency messaging


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Create a sense of urgencyGet the internal clock ticking by drawing attention to products they might miss out on;use a numbered stock layer or a recurring onpage slider to grab their attention.



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Create a sense of urgencyGet the internal clock ticking by drawing attention to products they might miss out on;use a numbered stock layer or a recurring onpage slider to grab their attention.



#7Deploy helpful

widgets at the right time


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Live chat widgetsEveryone needs a bit of help now and then, especially if they’re parting with their cash;extend that helping hand with an on-page redirect layer, triggering after a few minutes.



#8Fill that basket to

brim with free delivery over a

threshold


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Delivery thresholdsYou’re providing a great delivery service, make sure you shout about it!;Use in-page alerts to remind users, including the exact values they’ll need.



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Delivery thresholdsYou’re providing a great delivery service, make sure you shout about it!;Use in-page alerts to remind users, including the exact values they’ll need.



8Real time retailing

@QubitGroup @hkhurst


What have we learnt?

@QubitGroup @hkhurst


Thanks

@QubitGroup

image - wallmg.co.ukimage - wikipedia.comimage - wikipedia.com


Personalisation for the 21st Century Marketer

Marketing

Transcript of Personalisation for the 21st Century Marketer