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EDAYS INTERNATIONAL E-COMMERCE CONFERENCE MOSCOW, JUNE 4-5, 2015
The task for this presentation was to describe our view on one of the «Latest online marketing trends and challenges in the Russian market »
- Personalization -
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 2
CURRENTLY FLOCKTORY IS THE LEADING REFERRAL MARKETING AND PERSONALIZATION DRIVEN CONVERSIONS PLATFORM IN RUSSIA, COVERING MORE THAN 60% THE ENTERPRISE E-COMMERCE MARKET
Flocktory’s partners TODAY in different segments in Russia
Not all partners
Hypermarkets
Daily deals
Specialization
Banks
Travel
Electronics
Fashion
Possible KPI’s for Post-Checkout
Up to 24% increase in new sales1)
Up to 4x times more leads1)
Up to 8x increase in conversion1)
Current trend level in Russia
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 3
DEPENDING ON THE COMPANIES GOALS YOU WILL FIND DIFFERENT PREACHING'S ON PERSONALIZATION BUT THEY DON’T NECESSARY CONTRADICT EACH OTHERKey Dimension to goals Example of Decision tree
Will the user buy
Get other valuable
action like Registration
Create a reward Feeling
Personalize activation via
content
Help him to earn his purchase
Push for secondary
KPI via motivation
Cross sell via Feedback
Show most marginal
Establish loyalty via Feedback
No Potential Yes
Returning customer New customer
Getting highest conversions
Selling with highest margins
Getting most out of traffic (incl. secondary KPI’s)
Reducing negative KPIs (overstock etc.)
Others
?What to
personalize too?
Low High
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 4
PERSONALIZATION IS KEY ON EVERY STEP OF THE CONVERSION FUNNEL BUT OFTEN LACKS A CONSOLIDATED APPROACH INTO “ONE STORY” AND IS NOT USING ALL AVAILABLE DATA
Level of personalization Low High
VA – Valuable Action, The reason any of us brings traffic to the website
Part
of
pro
cess
Pro
ble
m
key
poin
ts
• Most users come to a website as professional “lookers” but are a potential asset
• There is a clear list of things anybody needs to get from a user if not a purchase
• Personalizing can help not only with converting new traffic but also for cross + upsell etc.
• Due to the long value chain creation, personalization should be part of any step and preferably that of a “one story”
1
4Retention Marketing (via all channels)
2 Website marketing
3
Post-purchase service / offering (incl. Feedback etc.)
5
One story approach
Traffic acquisition
Registration as secondary
VA
Comments as secondary VA
Shares/Likes as secondary
VA
Purchase as main VA
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 5
USING AVAILABLE DATA THERE IS A CLEAR PATH TO PERSONALIZE NOT ONLY CONTENT BUT ON SITE BEHAVIOR
EXAMPLE
Offer appearance or personalized communication can be segmented using many parameters, including the following:
Any combinations of segmentation parameters
presented can be used
Purchase history• Client type: new (never
bought) / sleeping (have not bought recently) / regular (buys often); by day
• Frequency of purchases in this store
• Average order value• And much more
Main visitor characteristics• Age and gender• Geography• Social influence• Traffic source and UTM tags• Landing page• And many others
Behavior data• Current page• Depth and number of pages
viewed• Items in the shopping cart• Time spent on site• Exit intention• And many others
Non exhaustive
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 6
ALLOWING YOU TO ACHIEVE A VARIETY OF GOALS, INCLUDING HIGHER CONVERSION RATES, ADDITIONAL SALES AND MORE
Leads from non convertible traffic
Leads data enrichmentLearn more than name phone and e-mail
to increase the chance of conversion1)
Decrease bounce traffic Minimize cart abandonment
And much more
Increase AOV and numberof items in the shopping cart Get visitor’s recommendations
Increase conversion touseful actionsSuch as product reviews, subscriptions, fans and much more
Cross sale (upsell new shopping categories)
Customer experience personalizationFor example, formation of the landing page, products on it and menu for visitors preferences
Growth of certain geographies
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 7
OF COURSE IT IS ONLY ABOUT A/B TESTING AND TRIAL/ERROR AS EVERYTHING HAS TO BE CUSTOMIZED E.G. VISUALIZATIONS TO BE SHOWN MOTIVATING AND NOT IN AN IRRITATING WAY AT THE RIGHT TIME AND PLACEExamples of the communication visualization types
Engaging overlay
Ribbon
Banner / icon
Assistant pop-upEverything your heart desires
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 8
THE REAL VALUE IN PERSONALIZATION OF APPROACHES TOWARDS SECONDARY KPI’S WE SAW FIRST USING SOCIAL REFERRALSOriginal customer view
Before we started to work with personalizations we dealt with referral marketing
After completing a checkout the customer sees a popup window (or other visual elements)
The popup window offers your customers a special bonus for their friends incl. a bonus for themselves (only example, highly variable)
Doing something positive for friends adds meaning which makes customers want to share the offer in social networks and via other channels
If a customer’s friend uses the offer to buy, your original customer gets rewarded too
But with time we saw that there was an enormous effect in personalizing the offers depending on factors like recency, check, SKU in basket etc which allowed to go far beyond creating referral traffic into cross/upsell, increase of frequency etc.
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 9
Online store increases conversion to orders from low converting source
Online shop is trying to avoid cart abandonment using exit intent technology Online shop stimulates sales
of stale goods
E-commerce retailer increases the amount of recommendations and attracts new customers through existing ones
Online store struggles with cart abandonment of returning visitors
Cinema stimulates ticket reservation through the website
Some cases of using Floctory Pre-Checkout on SIMPLE personalization rules
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 10
Problem:
Trigger:
Solution:
Some traffic sources have ahigh Bounce Rate2)
Source and not known client
Engaging overlay while entering thesite from a low converting source for
Unregistered users
Brandawareness
Newleads
Higher conversion
rates
Loyalty increase
New customers
KPI1)
• Coming from a low converting source the user is encouraged to recommend the shop to his/her friends and get a discount, which gives:
• Deserved discount’ feeling which increases chances that it will be used
• Lead (user will have to leave an email address to get the discount)
• Expansion of the referral marketing funnel
CASE STUDY #1:ONLINE STORE INCREASES CONVERSION TO ORDERS FROM A LOW CONVERTING TRAFFIC SOURCE
1) Key Performance Indicators2) Bounce rate
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 11
CASE STUDY #2:ONLINE SHOP IS TRYING TO AVOID CART ABANDONMENT USING EXIT INTENT TECHNOLOGY
Customer stays in the
cycle
Additionalorders
Loyalty incense
Prevent cartabandonment
• Banner pops up when the visitor is ready to leave the site and automatically adds the city of delivery which motivates the visitor to return to the checkout
Problem:
Trigger:
Solution:
At the checkout stage 32% of customers leave the site not completing the order
Exit intent + geography used to personalizethe message
Engaging overlay while the user is trying to
Leave which includes a motivating offer
KPI
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 12
CASE STUDY #3:ONLINE SHOP STIMULATES SALES OF STALE GOODS
Higher conversion
chances
Additionalorders
• On a certain product page a motivating message will be shown. Additional information could be placed in this container, such as review, delivery conditions, promotions, discounts and so on
Problem:
Trigger:
Solution:
Some of items couldn't be sold for a long time
Landing on the certain product page
Visual element in 6 seconds after being landed
on the product page
KPI
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 13
CASE STUDY #4:E-COMMERCE RETAILER INCREASES THE AMOUNT OF RECOMMENDATIONS AND ATTRACTS NEW CUSTOMERS THROUGH EXISTING ONESGetting a recommendation from existing
customers is complicating
Click on a banner on certain page,frequency of purchases
Banner in client’s dashboard motivatingto recommend the store to friends
• Banner varies depending on the user. That’s why we use another trigger – the frequency of purchases.
• For the fulfillment of conditions a loyal customers will be offered a $5 discount, rarely returning customers with $10 coupon, etc.
Brandawareness
Newleads
Additionalorders
Loyalty incenseme
nt
Problem:
Trigger:
Solution:
KPI
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 14
CASE STUDY #5:ONLINE STORE STRUGGLES WITH CART ABANDONMENT OF RETURNING VISITORS
• Once the user returns to the site with an existing abandoned shopping cart he/she will get a personalized offer to complete the order right now on “exclusive” terms, which motivate him to checkout essentially reducing the average amount of abandoned shopping carts
Additionalorders
Loyalty incenseme
nt
1) A message bar on top of the website
Visitor abandoned his shopping cartat previous visit
Revisit, presence of items in the shopping cart
Getting maximum of available information on visitor and personalizing the offer via a
Ribbon1), motivating to complete the order
Problem:
Trigger:
Solution:
KPI
EDAYS INTERNATIONAL E-COMMERCE CONFERENCE – MOSCOW, JUNE 4-5, 2015 15
CASE STUDY #6:ONLINE STORE STRUGGLES WITH CART ABANDONMENT OF RETURNING VISITORS
1) Pop-up window similar to the online consultant
Motivation tomake an
order
Higher conversion
rates
Small quantity of ticket bookings through the website
User lands on a popular page
Tracking the number of visitors inclined to place an order and informing them via an Assistant pop-up1) of tickets availability
or limited reservation options
Problem:
Trigger:
Solution:
KPI
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