website personalization: the best way to boost your conversion rates
TRANSCRIPT
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Website Personalisation: the best way to boost your conversion rates
Graham [email protected]
Friday, 3 May 13
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Agenda
-A brief history of personalisation
-Which data should you collect and how should you collect it
-Discovering useful insights: which segments are you looking for
-Delivering personalisations
-Personalisations: winning case studies
-Q & A
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52% agree that ‘the ability to personalize web content is fundamental to their online strategy’
Source: Econsultancy 2013
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Better conversionsIncremental trafficNew markets
Conversion is one of your biggest levers for growth online
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Looking towards the future
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PERSONALISATION
Retrospectively
METHOD
All users
USER TARGETING CUSTOMISATION
a bvs.
Retrospectively
/ Real timeSegment Rules:
Messaging focus
Retrospectively
/ Real time Individual
Remembers preferences
Full integration with 3rd party data
sources such as
SITE WIDETest and Deploy
STATERules based
INDIVIDUAL CRMPERSONALISATION
REAL TIME /PLUG IN PLAY
Predictive
/ Real timeIndividual Offer
Predictive algorithmmakes decision
E.g. Personalised
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Ineffective traffic and conversion strategies drive down ROI
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AttractionHigh investment in driving traffic, rising CPA costs
92% of people don’t buy
On-site
Poor return on investment for all involved
Return
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Poll: What kind(s) of personalisation, if any, are you doing at the moment?
-Re-marketing-Product recommendations-Rules-based site personalization-Individual personalization-Basket abandonment
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A brief history of personalisation
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Consumers have got used to great experiences
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They are empowered!
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Facebook/Google/Apple generation
Innovative companies are designed with today’s customer in mind
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Creating new a heart around digital
Facebook/Google/Apple generation
Innovative companies are designed with today’s customer in mind
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Data drivenCreating new a heart around digital
Facebook/Google/Apple generation
Innovative companies are designed with today’s customer in mind
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They know one size doesn’t fit all
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What’s the solution?
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Key
products
Best
seller
Special
offer
Latest
stock
Personalisation has existed for a long time
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Website personalisation is more than recommendations
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Recommendations
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Website personalisation is more than recommendations
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Theme and layout Recommendations
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Website personalisation is more than recommendations
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Messaging
Theme and layout Recommendations
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Website personalisation is more than recommendations
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Messaging Offers
Theme and layout Recommendations
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Website personalisation is more than recommendations
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Messaging Offers Announcements
Theme and layout Recommendations
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Website personalisation is more than recommendations
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Messaging Offers Announcements
Theme and layout Recommendations Widgets
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For all the different types of people who visit your site...
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Basket casesPeople who put things
in their basket and don’t buy
Lost soulsOn site search users who never find what they're looking for
First timersNew users in need
of brand reassurance before they engage
Careful spendersPeople who leave long gaps between making
purchases
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...And for all the different technologies too
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Recommendations
Live helpMerchandising
Reviews Retargeting
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Modern businesses should be able to enjoy 10% conversion rates
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How can you personalise?
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Poll: What are your biggest challenges with personalisation?
-Bad data-Lack of resources/expertise-Technology not delivering ROI-IT roadblocks-Privacy laws
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72% agree they ‘understand importance of personalisation, but don’t know how to do it’.
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To what extent do you regard the following as barriers to adopting or improving website personalisation?
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Leverage data and expertise to create personalised content and recommendation strategies
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Rev
enue
Less valuable products
Top performers
Medium performers
Low performers
Expert curation
Automated recommendation
User selection
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Effective personalisation needs to drive a business revolution
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Choose the right mix of technologies
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Poll: What kind(s) of technology are you using?
-Tag management-Web analytics-Web diagnostics-AB testing-On site apps
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At a recent talk we saw these results
Technology
0 25 50 75 100
2
10
18
8
92
12Tag ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps
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The fundamental personalisation steps
Collect the right data
Find insights
Personalisecontent
Test, measure
and evolve
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Get the right skills in house
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Businesses used to have a head of electricity...
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Building an organisation for the future
Development
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DevelopmentDigital
Marketing
Building an organisation for the future
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Development
Acquisition
Merchandising
Retention
Building an organisation for the future
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Development
Acquisition
Merchandising
Retention
Analyst / Data Scientist
Agency
Building an organisation for the future
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the shortage in data scientists by 2017
190K
New skills are in demand
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What data should you collect?
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Visitor behaviour has changed; traditional tools don’t work
Then: The purchase Now: The costumer decision journey
Awareness
Familiarity
Consideration
Purchase
Loyalty
Evaluate
Commit
Experience
Consider Buy
Interest trigger
Decision trigger
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More advanced models are now required
Quantitative dataUniversal Variable structures all the data from each page
Your products are hard to
find
<
< description
><
price >
< image
>
< colour
>
Qualitative dataVisitor Opinion gathers
useful insight
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Discovering insights: which segments are you looking for?
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The average US customer coming to a UK website is worth over three times as much as a UK customer to your business
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Visitors arriving at lunchtime are 33% more likely to purchase than at other times of the day
The worst day to have a sale is Wednesday on a morning
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The average UK Safari user spends roughly £30 more on technology per purchase than Firefox, Chrome and Internet Explorer users.
Chrome users are the most price sensitive - they’re 7% more likely to complain about price!
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Delivering personalisations
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A new means of delivery, led by the marketer
A presentation layerDiscovering insights, delivering content, offers and widgets to your site; through your browser
CMS
A data layerTag Management deploys your technologies and aligns your data
Website
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It can help your business work more efficiently
Development
Analyst / Data Scientist
Agency
Merchandising
Optimisation
Retention
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Test, measure and evolve
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A need for constant measurement
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Worked example
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French Connection
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Behavioural data
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InsightPaid and natural search had low conversions and complained about price
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ContentAn on-page message layer
A simple message encouraging this segment to buy and experiment with FCUK products.
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ExecutionThe message was served to all visitors on paid and natural search
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Performance
7.3% conversion uplift
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Single workflow
Behavioural data Insight Content Execution Performance
Single workflow
two weeks
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Case studies
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13% conversion uplift For Childrensalon
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Visitors from key strategic markets, identified by geolocation.
For each of the target markets, a message layer was created in the visitor’s native language, asking whether they would like to ‘live chat’ with a customer services representative.
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7% conversion uplift For Crew Clothing
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New visitors encountering the brand for the first time.
Three layers designed to increase brand engagement; email sign-up, free delivery and customer service promise.
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33% conversion uplift For Stylistpick
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New users on their first pageview.
Three message layers were created to encourage email sign up, offer free delivery and reinforce the customer service promise.
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Closing thought
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Ecommerce begins
The world is going back to being personal!
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web 3.0
Village store Super stores Experiential
The high street The personal web
1915 2015
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Be the first to get our personalisation research
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Whitepaper:bit.ly/quresearch
Next webinar: bit.ly/quwebinar
www.qubitproducts.com
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Q&A
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