ecommerce marketing automation - how to use automation and analytics to predict consumer behaviour...
TRANSCRIPT
Ecommerce Marketing Automation: How to Use Automation and Analytics to Predict Consumer Behavior and Increase eCommerce Sales
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I’m Mike Ewing. Nice to meet you.
@inboundcommerce
I’m Meghan Anderson. Nice to meet you.
@meghkeaney
I’m Sam Mallikarjunan. Nice to meet you.
@mallikarjunan
#AutoEcomm
Tweet Questions & Comments!
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AGENDA: ECOMMERCE MARKETING AUTOMATION
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Shopping Cart Fetchback:
UNDERSTANDING CUSTOMER HESITATIONS
Questions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
UNDERSTANDING CUSTOMER HESISTATIONS
What Is a Fetchback?
Surprising Statistics
Top Reasons For Abandonment
Actionable Takeaways
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SHOPPING CART FETCH BACK?
Shopping Cart Fetch Back is a
timely email sent to a prospect
that has abandoned shopping
cart.
“
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SURPRISING STATISTICS
of shoppers who
didn’t complete the
checkout, said they
wanted to save
products for further
consideration.
21%
of online shoppers
have abandoned their
shopping cart at one
point or another.
88%
of consumers
abandoned carts
more than once with
an average order of
$109.00.
45%
of all online shoppers
wait a day or more to
complete a purchase.
65%
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TOP REASONS FOR ABANDONMENT
0
5
10
15
20
25
30
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Shipping was too high Not ready to buy Price too high Wanted to compare with other
products
Put in cart for later
Top reasons given for abandoning carts (in %)
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ACTIONABLE TAKEAWAYS
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Calculate Cart Abandonment
Discover your Customer Hesitations
Optimize Shipping Rates
Engage in Triggered Email Campaigns
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Use Intelligent Analytics to
UNDERSTAND BUYING CYCLE
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USE INTELLIGENT ANALYTICS TO
UNDERSTAND BUYING CYCLE
The Reverse Funnel Analysis
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Analytics + Automation
Understanding Customer Timelines
Conversion SEO
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ANALYTICS + AUTOMATION
Customer Hesitation
Assisting Content
Purchase Timeline
Help You To Understand:
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CUSTOMER TIMELINES
Purchase Timeline
Product Timeline
Customer Timeline
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REVERSE FUNNEL ANALYSIS
Segment Buyers from
Browsers
“Assists” That Lead to
Purchase
Focus on Top Performing Interactions
Questions & Comments on Twitter: #AutoEcomm http://bit.ly/autoecomm
CONVERSION OPTIMIZATION
• Identify Revenue Generating Keywords • Increase Quality of Visitors
•Organic Search for Increased Revenue
•Paid Search for Increase Revenue
Revenue Generating Keywords
Dominate Organic &
Paid Search Questions & Comments on Twitter: #AutoEcomm
Increase Quality of Visitors
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Intelligent Automation:
HOW TO IMPROVE CONVERSION RATES
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HOW TO USE INTELLIGENT AUTOMATION
TO INCREASE CONVERSION RATES
Real-Time Communication 1
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Stages of Nurturing Campaign
Best Practices
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REAL-TIME COMMUNICATION
90% of ecommerce leads go cold within just one hour.
STAGES OF NURTURING The 3 Step Sequence
> 1 hour Email
Customer Service
24 Hour Email
Sense of Urgency
72 Hour Email
Incentive
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BEST PRACTICES
Collect Contact Info Immediate Messaging Offer Customer Service
Offer Incentives Offer More Info Track Clicks Test, Test, Test
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Empower Superstar Customers:
USING TARGETED COMMUNICATIONS TO FUEL BRAND ADVOCACY
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USING TARGETED COMMUNICATIONS TO
REWARD BRAND ADVOCATES
Social Sharing as a Driver of Sales 1
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Alerts and Multi-Channel Analytics
Targeted Communications
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SOCIAL SHARING DRIVES SALES
+ =
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ALERTS & MULTICHANNEL ANALYTICS
1. Respond to Positive
Mention on Twitter
2. Empower Individual that
Promoted your brand
3. Keep a list of advocates
4. Reward with special offers
in future to fuel advocacy
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WRAP UP AND REVIEW
Shopping Cart Fetch Back Emails
Understand Buying Cycles with Intelligent Analytics
Improve Conversion Rates with Intelligent Automation
Reward + Fuel Brand Advocates
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QUESTION & ANSWER
@inboundcommerce
@meghkeaney
@mallikarjunan http://bit.ly/autoecomm
Questions & Comments on Twitter: #AutoEcomm
THANK YOU.
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1 GENERATE MORE QUALIFIED TRAFFIC
2 TURN TRAFFIC INTO CUSTOMERS
3 ANALYZE SALES AND MARKETING
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