beyond the click- mastering the onsite experience
TRANSCRIPT
Copyright © 2017
Blue Acorn will be talking about its own products and/or services, which it makes available directly to customers. The statements and
opinions contained herein are those of Blue Acorn and not of Oracle. Oracle has not verified any statements or claims herein and assumes
no responsibility for such statements or claims.
CAUTIONARY NOTE:
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90+ eCommerce Experts
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By: Chris Guerra
Beyond the Click: Mastering the Onsite Experience
#brontosummit@chrisjguerra
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What we will be discussing
The short term solution to
solve this problem 👉
MASTERING THE ONSITE EXPERIENCE
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What we will be discussing
The long term solution to
solve this problem 👉
EARNS YOU THE CLICK!
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• RPV blends Conversion Rate &
Average Order Value.
• Calculated by dividing the total
revenue earned during a given
time period by the number of
visitors during the same time
period.
RPV: REVENUE PER VISITOR
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Urgency
Distraction
Clarity
Friction
Confidence
RPV VARIABLES
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Quantitative
Qualitative
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QUANTITATIVE DATA
Tells you what
is happening on
your site
Think
“numbers”
Tools include
Google Analytics,
Adobe Analytics,
KISSmetrics, etc.
A great place to
start for deciding
what qualitative
data you want to
capture.
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Tells you why things are
happening on your site
Think “voice of the
customer”
Tools include:
Crazy Egg
(heat mapping),
Qualaroo (customer
surveys), & Usertesting.com
(user tests)
QUALITATIVE DATA
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List Segmentation👍 👍
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• Leverage your subject line interactions to understand persona data
• The copy on the landing page should pick up where the email copy left off.
• Begin the story in the email and leave the finale for the landing page.
CARRY YOUR “SEGMENT” INTO THE WEBSITE
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I’m in a segment!
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😃
🤔
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😑
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🤔
😑
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😃
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• Category Page displaying relevant products
• Copy reiterating the relationship to what I clicked
• Opportunity for content describing what is “New”
WHERE DID THE “METHODICAL” BUYER LAND?
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• Product Page displaying the latest color schemes
• Merchandising other non-iron shirts with quick view functionality
• Emphasis on “Add to Cart”
WHERE SHOULD THE “SPONTANEOUS” BUYER LAND?
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WHAT IF YOU DON’T KNOW YOUR PERSONAS?
A B
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TEST BEYOND THE DESTINATION
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IS MY BUYER EMOTIONAL?
A
+10.5%
B
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+11.1%
BA
DON’T FORGET ABOUT MOBILE!
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TRY USER TESTING
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USE HEAT MAPPING
• Understand where users are navigating upon hitting a landing page
• Don’t just look at the data, do something with it!
• If you want to get fancy try predictive heat mapping
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PREDICTIVE HEAT MAPPING: VERSION 1
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PREDICTIVE HEAT MAPPING: VERSION 2
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PREDICTIVE HEAT MAPPING: VERSION 3
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ASK YOUR USERS
• People want to buy from you!
• When someone hits a landing page, don’t be afraid to ask questions.
• Just make sure you do something with the data!
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Don’t Be “That” Site
😅
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Use data to go beyond
the click and master
the onsite experience
👍
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