making your traffic count by shawn williams

Making Your Traffic CountShawn Williams

Making Your Traffic Count

Leveraging every visit to drive revenue

• Spring Metrics

– Focused on helping e-commerce sites make the most of their traffic with behavioral targeting since 2010

– Miva Merchant partner

– Raleigh NC

• Why do people purchase from your site?

• What are the biggest challenges with getting people to move to the next step?

• How does a new customer impact your business?– Today and tomorrow

“What’s measured, improves.”

- Peter Drucker

E-commerce Opportunity

• There’s lots of data to analyze• Positive – there’s lots of quantifiable ways to

make difference• Challenge – there’s lots of quantifiable ways to

make a difference

What are we measuring?

• Traffic

• Conversion rate

• Average order value

And we know…

• How much– Volume

• From where– Channels

• Success– $$$

Now we’re able to ask…

• How do they behave?

• What matters?

• How do we build a relationship?

Which brings us back to…

• Data Information Knowledge Wisdom

Data based decisions

• Test, test, and then test again

• Not all results are intuitive

• Leverage testing within the same segment

Engagement Opportunities

• Conversions

• Social

• Email campaigns

Case study – Increased Conversions

• Replay Photos– Issue• Repeat visitors that never purchased

– Process• Tested designs, incentive amounts

– Results• Increased revenue 44% vs. control group

Case study – Social presence

• B2C e-commerce site (tools & equipment)– Issue

• Broadening presence on Facebook

– Process• Test multiple segments for best response

– Results• First 18 months, 300 FB likes, last 4 months, +700 FB likes

Case study – Email capture

• B2C e-commerce site (home products)– Issue

• Building relationships with customers and prospects in a growing niche segment

– Process• Tested incentives to capture email addresses for newsletters and

campaigns

– Results• Double email capture rate, and generated $32,000+ in revenue lift

Ask…

• What messaging and/or promotions are active?– Why?– Has it been effective?

• Is that taking up valuable real estate on my site?

Recap

• Measure

• Test

• Improve

• Rinse, repeat

Questions

Thank You

Shawn Williams(919) 794 5003

Shawn@springmetrics.com