28ThingsAboutNewCustomerAcquisi7onThatNobodyEverTells

YouAmyAfrica

CEOEightByEight

Presented:September26,2016atRetail’sDigitalSummit

THEREARELOTSOFWAYSTOACQUIRENEWCUSTOMERSONLINE…onlyafewofthemreallywork.

Knowthatallonlinecustomersarenotweightedequally.

Differentscreenshavedifferentvalues.Desktop*Handheld*TabletWearables*Car*TV*IUIs

Youneedtocon7nuouslytrynewthingsknowingthat

onlyafewofthemwillsucceed.

Setasideatestbudget.Youneedburnmoney.

The#1keytoyoursuccessisadop7on.

Ifyoucan’tgetanorder,getaleadBestwaystocollectemailaddressesandmobilenumbers:•  Delays(7meorpage)•  ExitPops•  Eyebrows(top)•  Windowshades(top) •  Shimmies(shakedowns)•  Midis(middle)•  Sidewinders(righthand)•  Ca`ishes(boaom)

Yousimplymusthaveasolidfounda9on.Entrypage(s)*Searchandinternalnaviga<on*Cart/checkout

Sellwheretheuserwantstobesold•  Userpathsareaself-fulfilling

prophecy.Ifyoudomobilewell,themajorityofyourmobileorderswillcome“offline”oronyourdesktopsite.

•  ShowyourphonenumberANDuse

clicktocall.

•  Workyourdevice-to-devicetransfer.(Usehoppers,ins7gatedchat,SMS,emailcaptures,etc.)

WordConnectandVisualMatch

Thisisoneofthemostunderes<matedthingsinop<miza<ontoday.Overhalfourbrainisdedicatedtovisualprocessingpower.Weneedtoseeittothinkit,feelit,believeit…

ViewsVaried(shorter,moredistracted)sessionscoupledwiths-l-o-wspeedforceyoutohave:•  Impac`ulfirstview•  Heavily-weightedtopview•  Efficientscrolledview(s)•  SuccinctboaomviewPageweight&numberofscrollswillimpactyouroveralladop<on-to-cart.

Ac9onDirec9ves•  TheBIGGER,theBOLDER,the

beaer.Themorethemerrier.

•  ThisappliestoeverythingATC(adop7ontocart)related,especiallythesearchboxandyourac7ondirec7ves.

•  Withac7ondirec7ves,theruleofthumbisoneperviewwithamplethumbspace.

NotThis!

Naviga9on•  Onadesktopsite,theuserstruggles

inthreeplaces.Onahandheld,theyprimarilystruggleinoneplace.

•  Youknowyouhaveoneview(thefirstview)tomakethemagichappen.

•  Withmobile,itprimarilyboilsdownto3-8itemsandatextsearchbox.

NotThis!

NotThis!

InternalTextSearch•  Successismeasuredbyadop7on,not

presenta7onornumberoffinds.

•  Theorderinwhichtheresultsareshownmaaersmost.

•  Refinementsaredifferentthanfacets.Sortisdifferentthanfilter.Workthemaccordingly.

•  Formobile,makesureyourauto-sugges7onsarethumb/tap-friendly.

AvailabilityandDeliveryInfo

•  Availabilityinforma7onshouldbeinthefirstview.

•  Embeddedurgencyinforma7ontypicallyworksbestunderneaththeadd-to-cartbuaons.

•  Makesuretorepeattheavailabilityinforma7oninthecart/checkout.

MerchandisePriori9za9on•  Priori7zingyourmerchandiseininternal

searchresultsandonyourpagesisacri7calelement,especiallyfornewcustomeracquisi7on.

•  Youshouldbeabletobetyourhouseonthefirstitemtheysee.Yourcaronthesecond.

•  “Relevancy”canbeadangerousdefault.Useitwisely.(Bestsellingtypicallyworksbeaer.)

DynamicPricing•  NotjustforAmazonandmarketplaces,

dynamicpricingisanewcustomeracquisi7onsecretweapon.

•  Alotoffolksthinkthisisaboutdiscoun7ngandlosingmargin.It’sactuallymoreaboutmaintainingandmaximizingmargin(andprofits.)

•  Considersegmen7ngbychanneltypeaswellascustomertype.

•  Onceyougetdynamicpricingworking,playwithvariableinventoryandurgency.

Clearance

•  Clearanceuserscantypicallytoleratemorefrequencyandbecauseofthebuilt-inurgency,theirbuyingpaaernstendtobemoreimmediate.

•  Developdifferentlevelsofclearancebasedon7me,availability,andsoon.

•  Clearlyspelloutthediscounts.•  Updateyourpages(atleasttheentry)

basedontraffic.Ruleofthumb:thefresher,thebeaer.

Hoppers•  Hoppers,Spreaders,Skips,and

Bridgesmovetheuserfromwheretheyarestrugglingtoaplaceofac7on.

•  Youneedtodesignthembased

onyourstats,notbestprac7ces.

•  Remember,there’snoshameinsendingpeopletothephone.

Visual&VoiceVisualsearchandvoiceac7vatedbuyingarebothchangingthenewcustomeracquisi7ongame.Startsmall.Knowthatit’sacommitmentandnotlikelygoingtoworkthewayyouwantittofor12+months.

DonutsandHoles•  Adonutwrapsaroundyourmobile

site.(Holesarefortheinsideareaslikecheckout.)

•  Itcanbe1page,10pagesor100pages.

•  ItmaybeaseriesoflandingpagesdesignedspecificallyforShoppingcustomersoritmaybeaspecialmobile-friendlycheckoutwithahopper.

•  Theyarefantas7cfortes7ng.

Bou9ques•  Bou7quesareooenreferredtoas

sites-within-a-sitebutthey’remorelikespecialtykiosks.

•  Theyareexcellentasemaillanders.•  Manycompaniesusethemfor

shopping,marketplaceandsocialmediacustomers.

•  Canbeveryusefulforimprovingconversionofnon-brandedtraffic.

•  Fantas7cforclearanceandAutoma7cDeliveryitems.

FlashSales

PromoCode/CouponPages•  Designfornewusersandpromo-bailers.

•  Op7mizethesepagesincoordina7onwithcatalog/emailsign-up&thankyoupagesandsale,clearance,overstock&otherpageswithdeals.

•  Greatforemailcapture.

•  Tendtoworkbestwithcleardeadlines.

Onesizedoesnotfitall.Differentchannelsrequiredifferenttreatment,especiallycrea<ve&offers.

FacebookAds•  Alladsarenotcreatedequal.Boostsarenotthesameassponsored.Remarke7ngisnotthesameasdisplay.

•  FacebookMath:Thehighertherelevancescore,themoreimpressionshareandthelowercostperengagement.

•  Trypuqngthelinksinthecomments.•  Testvideo&differentlengthsofvideo.•  TestyourCTAslikeyourlifedependsonit.•  TryFacebookCallandlocalads.•  Measureyourcustomaudiencetrafficvs.acontrol.•  TestYOURmodelingagainstTHEIRS.•  Sharingcanhaveavalue.Findadollar#forit.

FacebookAds,partII•  Determineyourgoal(s)first.Thenfigureouthowyou’regoingtomeasureforsuccess:•  Postengagement•  Shares•  Clickstoyoursite•  Leads/orders•  Profiledac7ons•  Installs/engagement•  Videoviews•  Other

•  Don‘tletyoursneakytricksbackfire.Oneofthereasonswhyslideshowsandcarousels“workmuchbeaer”thansolosisbecausethelastclickisaclickthrough.

CouponSites*Easytomanipulatebutyouneedtobeontopofthem.*Redirectthetraffictoaspecificexperience.*Propererrorhandlingwillaccountfor33%+moresales.

Developyourcoupon/promocode/dealpagesandupdatethemfrequently.

YouTubeAds

DIFFERENTPLAYINGFIELD•  There’saHUGEdifferencebetweena

YouTubechannelandYouTubeads.•  SizemaXers.Lengthofvideohasdifferent

applica9ons.•  Workyourcalltoac9ons.•  MeasureyourATV(avg.9meviewed.)•  Testshoppablevideo.

CPO/CPADeals(order/ac9on)

Fortheloveofallthingsholy,pleaseuseburnpixels.

PartnerTarge9ng

CallerID

Thefuturewasyesterday.

The current state of search…

About96%

Lessthan.003%

About3%

TTITimeToInforma<on–HowFastCanYouGetIt?

MeetYourNewAssistant…

Fixyourtechnicalissues.Then,figureoutaPlanB.

NO-PIXELMARKETING•  Integratesyouronlineandofflinemarke7ng

efforts.•  Widelyusedforcross-devicetarge7ng.•  Allowsyoutomakebeaeruseofyourhistorical

data/informa7on.•  Examples:GoogleCustomerMatch,Facebook

CustomAudience,TwiaerTailoredAudience

Asolidfollow-upprogramiscrucialtoyoursuccess.Email*Triggers*Retarge<ng*SMS*PushNo<fica<ons

Thingsyoushouldknow•  Themajorityofyoursuccessisdependentonitemsoutsideoftheenvelope.•  Thrusts,triggers,transfersandtextsALLhaveaplaceinyourplan.•  Dynamic/contextualemailswillreplacefrequency.•  Youaren’tmailingenough.•  Thegoodnewsisemailaddressesareoneofthetoptwoprofilingtoolsyouhaveinyourarsenal.Thebadnewsisthatemailaddressesareoneofthetoptwoprofilingtoolsyouhaveinyourarsenal.•  TheESPsaredestroyingyourprogram.Youhavethepowertostopthem.

Therearelotsofwaystogetnewnames•  Usualsuspects

•  Entranceandexitpops•  Eyebrows(top)•  Ca`ishes(boaom)•  Hoppers

•  Incomingcustomerserviceemails•  Inboundphonecalls•  Livechat•  In-storesign-ups•  ECOA(emailchangeofaddress)•  eAppend

Onboardingiskey

•  Youronboardingseriesshouldcomeaoerorasacon7nua7onofyourwelcomeseries.

•  Onboardingfor10-12weeksisoneofthebesttoolsforcemen7nginboxplacement.Italsoreduceschurnrateandincreasesini7alconversionby3x+.

Reac9va9on

•  Targetbasedonwheretheyareontheladder•  Schedulethemasaseries,notindividually.•  U7lizeseveraldifferenttypesofemails•  Personalizedleaer•  Textonly(nographics)•  Survey•  Postcard(2-3links)•  Hunt/Sweeps/Download/Webinar/Etc.

•  Nothinly-veiledthreats•  Readandreact!Measuretheresultsanditerate!

SMS•  Triggeredtextsworkbest,especiallythosethatneed

immediateac7ons.

•  Testthecrea7vebutpaycarefulaaen7onto7mingaswell.

•  Figureoutathroaleplanthatyoucanhandle.ThisisoneofthebiggestmistakescompaniesmakewithSMS.

•  Coordinateblastswithyouremailprogram–the1-2punchisworthit.

PNs(pushno9fica9ons)

•  ThebestperformingPNsaretypically:•  Flashsales/limited-7mespecialoffers•  Wemissyou/comeback•  Contextual

•  ShouldbeintegratedwithyourSMSprogram•  Useapreferencescenter•  Don’tbreakthepermissions

Newcustomeracquisi7onisnotaboutfirstclickorlastclick,it’saboutthepath.

*TTI(7metoinforma7on)*AAUS(averageac7veusersession)*DTS(daystosale)*Userlinking*Originsource*CV(customervalue)

MEASUREWHATMATTERS

THANKYOU!AmyAfrica,EightByEightamy@eightbyeight.com

802-881-0061