Personalise your way to more conversions
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www.cloud-iq.com Personalise Your Way to Successfully Drive More Conversions Presenter: Kath Pay Marketing Director, cloud.IQ
Transcript of Personalise your way to more conversions
www.cloud-iq.com
Personalise Your Way to Successfully Drive More Conversions Presenter: Kath Pay Marketing Director, cloud.IQ
www.cloud-iq.com
• Marketing Director, cloud.IQ, Co-Founder, Plan to Engage
• Email Marketing Consultant, Trainer & Speaker
• Lead trainer of Email Marketing for Econsultancy, B2B Marketing & Emarketeers
Your presenter – Kath Pay
@kathpay
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A few of our clients
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I have a confession…..
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In 2014, consumers…
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…have more choice than ever
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…want to be in control
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…want what’s easy for them
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…want to know what’s in it for them
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…demand personalisation
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…easily filter out irrelevant messages
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…want a great (user) experience
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…and tell the world if they don’t get it
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marketing success depends on delivering relevant, timely and PERSONALISED marketing.
With customer attention becoming an increasingly scarce commodity,
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Retail Weekly/Silverpop
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Retail Weekly/Silverpop
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So, what is Personalisation?
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“Web personalisation is a strategy, a marketing tool, and an art. It brings focus to your message and delivers an experience that is customer-oriented and relevant.”
Chris:an Ricci, Chia Monkey
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It all begins with knowing your customer
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Yup! We LOVE to be recognised as individuals J
It’s all about letting them know that you know them…
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I think they’re onto something!
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Why Personalise?
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Top Digital Priorities 2014: Targeting and Personalisation – Everyone’s doing it!
Econsultancy
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After looking at data from more than 93,000 calls-to-action over a 12 month period, HubSpot found that CTAs targeted to the user had a 42% higher view-to-submission rate than calls-to-action that were the same for all visitors.
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What is the main driver for personalising the website experience?
Econsultancy
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A 2013 Monetate/eConsultancy Study found that in-house marketers who are personalising their web experiences (and able to quantify the improvement) see on average a 19% uplift in sales.
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How can we personalise?
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Explicit data
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Women Men
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Behavioural data
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“Over a third of consumers say they actively welcome a follow up from retailers after abandoning an online purchase” cloud.IQ - Independent research
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Abandoned Cart Case study: Qbic
• 10.6% Click Through Rate
• 11.89% Conversion
• 12,289% R.O.I
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Abandoned Cart Case study: Runners Need
• 57% Abandonment rate
• 6.21% Increased revenue
• £85 vs £72 Higher AOV
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Incentivise upon abandoning cart
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Browse Abandonment
44% increased conversions over regular promotional emails
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Offer them more things they may like
300% increase in downloads
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Transactional data
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Anniversary
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Sales per send: 724% increase over regular promotional emails !!!
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Provide a customer service
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Personal recommendations
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Transpromo Emails
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Lapsed customer
50
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Delight them!
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Search Data
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Speak to them according to where they’re at in the sales cycle
“Ecommerce payment gateway” “worldpay”
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• Categorise your search terms into cold/warm/hot
• Take them to the relevant landing page for the search term they used
• Offer a subscribe form that segments them into the appropriate segment
• Educate, communicate and nurture them according to where they’re at the buying cycle
Use search terms to segment your data
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Let’s finish with another story shall we?
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All
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Full understanding of the customer’s journey
• Traffic Source
• Device’s Used
• IP Address
• First & Last time on site
• Full user journey, Page URL’s
• Items Added
• Personal Details Captured
• Browser used
• Fields filled in
• Blur or init
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exitCapture: How it works
• Tracks a user’s site activity, down to every single cursor movement to calculate exactly when they’re about to leave your site
• Dynamically generated, profile relevant content such as exclusive products, discounts, news, etc.
• 300% more email opt-ins
• 10% increase in conversion
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cartRecovery:How it works
• Use the interactive dashboard to drill down to specific times of day
• Analyse the number of customers that abandon, their cart value, email performance metrics and value of recovered sales
• Compare cart performance
pre and post remarketing
• Convert 20% back to completion
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An example email campaign.
Reminder 35 min
Reassurance 23 hours
Promote 6 days
Adopt a timed email delivery strategy to engage your customers.
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