The Revenue Engine - Drupal Commerce
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Whilst you read this, another potential customer abandoned a purchase on your (Drupal) web site, never to return. Truth is that all web shops lose more customers than they should.Fortunately, it needn't be that way. But which formulas lead to success? Indeed how do you define success and how is it measured? How do I convince my client it's worth pursuing? Can I address conversion and retention concerns with existing software features?Citing real life examples I will reveal how to achieve the full potential of your e-commerce sites with Drupal. Learn how to:· Tightly integrate your software and Drupal without IT· Use dashboards to make solid, informed marketing decisions· Deploy multi-channel marketing automation to invigorate your sales· Design campaigns to engage and nurture comparison shoppers· Convert more abandoners· Turn failure to opportunity· Extend customer lifetime with personalisation
Transcript of The Revenue Engine - Drupal Commerce
#wwv12pj
Paul Johnson
Head of Development
Social Media Lead – @DrupalCon Europe
Twitter: @pdjohnson ask questions!
Hashtag: #wwv12pj
Email: [email protected]
Web: livelinkNewMedia.com
Who are LiveLink• Drupal Experts• Full service digital agency• 360 digital strategy
• Ecommerce• Email• Social media• SEM
• Software driven marketing solutions
What is it?
Why do I need one?
Identifying failure
What can I do about it?
Typical implementation
Proof, it works!
Questions
The Revenue Engine
Multi-channel marketing platform
Multi-step campaigns
Text / SMS
PDF – Direct Mail
Enterprise CMS
1.7% Internet
Drupal Commerce
Thousands contributed modules
Enterprise CMS
1.7% Internet
Drupal Commerce
Thousands contributed modules
FREE!
What is The Revenue Engine?
Top 1000 internet retailers
http://www.listrak.com/Whitepaper/SCAIR1000/
Too complex
No time
Integration challenges
Client buy in
Cost?
Why aren’t they (YOU) doing it?
PROVEN TECHNOLOGY
PROVEN TECHNOLOGY
TIGHT INTEGRATION
SIMPLE INSTALLATION
EASY!
No IT
READY IN MINUTES
AutoInstall
No IT
TIGHT INTEGRATION
DATA!
Visitor
TIGHT INTEGRATION
DATA!
TimelyRelevant
MessagesVisitor
What does it do?
Converts visitors into customers
Email Automation
Personalised messages
Manage abandoners
Explode sales
Boost loyalty
Increase conversion
What can we track?
User profiling
Every purchase
Basket contents, age, categories
SKU’s
Categories – full tree
RFM
Scoring - Key page visits
Checkout state
MUST have campaigns
Re-engagement
Failed registration
Registered not bought
Abandoned checkout
Bought once
Upsell, cross sell
Profile enrichment
Satisfaction
Anniversary of purchase
BENEFITS
Agencies - Keep your clients longer
Business – Convert and keep more customers
Why The Revenue Engine?
95%
TypicalConversion
How many visits to conversion?
Your site Coupons Email Marketing CPC Social Media
95%
TypicalConversion
Average 3+ visits to conversion
Your site Coupons Email Marketing CPC Social Media
95%
TypicalConversion
Temptation
95%
TypicalConversion
Beware the wandering eye
Comparisonsites
Coupons Email Marketing CPC Social Media
66% Site traffic is NEW
66% Site traffic is NEW
MOST PEOPLENEVER RETURN
ever experienced that terrible feeling of being abandoned?
http://www.listrak.com/Whitepaper/SCAIR1000
ever experienced that terrible feeling of being abandoned?
http://www.listrak.com/Whitepaper/SCAIR1000
75%
ever experienced that terrible feeling of being abandoned?
http://www.listrak.com/Whitepaper/SCAIR1000
75%
GettingWorse!
95%What’s your conversion rate?
?%
Abandon
95%Typical Conversion
5%
Abandon
85%Triggered Emails
Abandon
15%Conversion rates
2nd Only to Direct Traffic
Identifying failure
5%
Where did myvisitors go??
30% Bounced
5%
30% Bounced
5%
Poor landing page?Wrong traffic?
30% Bounced
5%
Comparison / Researching
30% Bounced
5%
Not in buying cycle
Encourage to subscribeEmailSocial MediaRSS
Incentivise subscribesWant offers?CouponsVIP ClubExclusive productsEarly notification
Comparison / Researching
30% Bounced
5%
Comparison / Researching
Site problems
30% Bounced
5%
Comparison / Researching
Site problems
Cost – shipping, goods
30% Bounced
5%
Comparison / Researching
Site problems
Cost – shipping, goods
No time to checkout
Basket Abandonment What went wrong?Can we help?
Comparison shopping?
We’ve reserved your goodsTime is running out
30% Bounced
5%
Comparison / Researching
Site problems
Cost – shipping, goods
No time to checkout
Account problems
30% Bounced
5%
Comparison / Researching
Site problems
Cost – shipping, goods
No time to checkout
Account problems2 Step signupGrab email firstContact abandoners
Failed Login managementAuto email with password retrieve link
30% Bounced
5%
Comparison / Researching
Site problems
Cost – shipping, goods
No time to checkout
Account problems
Checkout
30% Bounced
5%
Comparison / Researching
Site problems
Cost – shipping, goods
No time to checkout
Abandonment Management
3 Steps – increase urgency
15 minCan we help?What went wrong?
1hrComparison shopping?Differentiate!
24 hrIncentivesCoupons
Account problems
Checkout
What can we do about it?
Get connected!
Main Site
GetSocial!
SimpleNavigation
EndorsementsMinimumClicks
Call toaction
Checking out
Isolatedfromsite
OnePage
Checkout
2 StepSign up
Failedlogin watch
Multiplepaymentmethods
One click,we have email
OnePage
Checkout
Basketvisible
OfflineSupport
AddressLookup
MultiplePayment
Typical implementation
Case study
ROI
BEATS
#1REVENUE SOURCE
REVENUE BY SOURCE
29%TOTAL REVENUE
Search
REVENUE BY SOURCE
29%TOTAL REVENUE
13%
Search
Adwords
REVENUE BY SOURCE
29%TOTAL REVENUE
13%
Search
Adwords
14.9%Open Rate
Typical ecommerce email
http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/
Abandoned Checkout Management
18% 22%Open Open
29%Open
15 min 1 hour 24 hour
Abandoned Checkout Management
214 33Bailed Bought Conversion
Revenue from failure
3.3%CTR
Typical ecommerce email
http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/
38% 42%CTR CTR
10%CTR
SatisfactionSurvey
ProfileEnrichment
PurchaseAnniversary
+
74%Completion
2012 CheckoutConversion
Completion
2010 CheckoutConversion
14.8ROI
Twitter: @pdjohnsonHashtag: #wwv12pj
