optimizing the customer journey for the complex sale
DESCRIPTION
From device and plan discovery, to unique service bundling, cross-sell and up-sell configuration and complex invoicing, no online sales process is more complex than in the telco industry. Join Linda Bustos, author of the Get Elastic blog, as she discusses how telecom enterprises can simplify their notoriously complex online experience to increase customer acquisition.TRANSCRIPT
Elastic Path™ Elastic Path™
Optimizing the Customer Journey
for the Complex Sale
May 25, 2012
Elastic Path Software Inc.
Featuring: Linda Bustos, director of ecommerce research and
author of the Get Elastic blog at Elastic Path Software
Elastic Path™ Elastic Path™
Introducing Elastic Path Software
Digital Commerce for Innovators
• We help the world’s biggest brands sell digital goods and services
• We provide a flexible digital commerce platform and expertise in commerce
strategy and implementation
• #1 ecommerce blog www.getelastic.com
• For more on-demand digital commerce resources
www.elasticpath.com/resources
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Overview
• Keeping new visitors on your site (aka reducing bounce
rate)
• Serving the most relevant content (personalization and
targeted selling)
• Supporting device and plan selection (finders and
comparison tools)
• Guided selling (stepped process of building a bundle)
• Maximizing revenue (cross-sells and upsells) and how
they are presented at each step
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Keeping customers on your site
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Optimizing the portal page
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Making money > Being a portal
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Eye tracking tools
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Serving the most relevant content
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Geographic targeting
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Geographic targeting
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Interstitial pages
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New vs. existing customers
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Keyword referrals
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Keyword referrals
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Targeted selling vs. personalization
• Targeted selling may use cookies, IP
recognition, geolocation, customer input or
keyword referral to serve dynamic content
• Personalization tools (RichRelevance, Baynote,
etc) collect site behavior from individual and
“wisdom of the crowds” to personalize content
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Device and plan selection Device and plan selection
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Why the non-customer arrived on your site
• Has a device, wants pay-as-you-go
• Has a device but contract is ending, wants to compare
plans
• Wants a particular phone model
• Wants a particular brand model, needs help selecting
device
• Wants a phone that does THIS!
• ????
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Navigation and calls to action
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Navigation and calls to action
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Category and search filters
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Category and search filters
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Category and search filters
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Plan presentation
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Plan presentation
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Plan finder
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Plan finder
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Plan finder
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Plan finder
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Plan finder
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Device finder
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Device finder
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Device finder
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Device finder
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Device finder
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Comparison tools
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Comparison tools
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Comparison tools
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Guided selling
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Guided Selling Popup
Phone or Plan starting point
Stepped bundle builder
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Stepped bundle builder
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Stepped bundle builder
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Maximizing revenue
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Bake accessories and service add-ons into guided selling process, device and plan pages, and cart review
Upsells in guided selling
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Cross-sells in guided selling
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Upsell and cross-sell on cart pages
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Show a limited, relevant selection
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Summary
• Keep them on your site, bounce rate optimization
• Serve relevant content with targeted selling tools
• Support device / plan selection with finder tools
• Guide the purchase decision with stepped flows
• Optimize cross-sell and upsell with usability and
relevance
Elastic Path™ Elastic Path™
Questions
For more on-demand digital commerce resources
www.elasticpath.com/resources
1.800.942.5282 (toll-free in North America)
www.elasticpath.com