how to leverage visitor behavior and social preferences to drive conversion

How to Leverage Visitor Behavior & Social Preferences

to Drive Conversion

Free Webinar Series

Featuring Karl Wirth CEO & Founder, Evergage @wirthkarl, @evergage

@sitetuners, #CRO, #personalization

Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO #personalization

Our mission is to influence your visitors to take the desired action on your website or landing page

ACT

Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO #personalization

M O R E T H A N

s i n c e 2 0 0 2

1250 CLIENTS

Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO #personalization

Conversion Rate

Optimization Services

Staff training and conversion mentoring

Monthly conversion

management

Website redesign support

A/B and multivariate test plan development

Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO #personalization

Today’s Expert: Karl Wirth

• CEO and Founder at Evergage

• Frequent speaker on marketing technology

• Expertise in real-time web personalization, e-

commerce, marketing, product management and

leadership

• Enjoys skiing (well, before the 6 concussions) and

keeping up with his 4 kids

How to Leverage Visitor Behavior and Social Preferences to

Drive Conversion

INTRO.

Evergage’s cloud-based platform empowers marketers to increase engagement and conversions of website visitors and users through real-time web personalization based on deep behavioral analytics…without the need for developers.

KARL WIRTH CEO/FOUNDER

twitter.com/evergage

linkedin.com/company/evergage

$100B digital advertising Get visitors to the site

$100B digital experience Convert, engage, retain visitors and customers on site

CONVERSION = GOAL OF ALL DIGITAL SPEND.

2% Low 5s BUT ….

Personalize to increase conversion Leverage social to increase conversion Your site is a latent social network Key takeaways

AGENDA.

PERSONALIZE TO INCREASE CONVERSION.

PEOPLE ARE UNIQUE.

They want to shop at a store that is just right for them.

BUT, OFTEN, THE EXPERIENCE IS GENERIC.

PRODUCE THE LOWEST-COMMON-DENOMINATOR BEST EXPERIENCE.

ANALYTICS A/B TESTING WEB DESIGN USABILITY

PERSONALIZE TO ENGAGE AND CONVERT.

DIFFERENT PERSONAS DIFFERENT RELATIONSHIPS

DIFFERENT INTENT

Acquire Engage Purchase Post- Purchase

Repeat/ Loyalist

Educate new visitor about your brand, your offerings. Example: flash sale, free shipping, international shoppers Show relevant product based on keyword used or email that brought them to the site

Limited time offer based on product affinity to create urgency to convert Change navigation bar to show category where visitor has spent the most time.

Show product where most time was spent, but not added to cart Callout shipping offers, bundled promotions to drive cart value

Customer who has bought 2x but has not joined Loyalty Club. Call out. Suggest complementary products in the order confirmation page

Drive repeat purchases by showing products previously purchased based on product affinity or brand affinity Survey on satisfaction and use results in further personalization

THE PATH TO PURCHASE….

Carting rate has increased 162% since launching this modal.

32% Revenue Lift

PEOPLE ARE SOCIAL.

4 STEPS TO USE SOCIAL TO

INCREASE CONVERSION.

1. USE CUSTOMERS’ SOCIAL NETWORKS TO ACQUIRE NEW CUSTOMERS

2. USE SOCIAL DATA TO MAKE A BETTER, MORE PERSONALIZED EXPERIENCE

3x increase in revenue from the Pinterest channel

3. BRING WHAT IS HAPPENING OUT IN SOCIAL INTO YOUR SITE

4. HELP YOUR OWN SITE TO RELEASE ITS

LATENT SOCIAL NETWORK

Show the most relevant data for your tribes to promote completion, such as “number of people actively viewing”

#Traditional #Edgy #MixItUp #BeachHouse #LakeHouse #CityApartment #SuburbanChic #WorldTravelers

TRIBES: PEOPLE LIKE ME. There are groups of people (tribes) with shared passions, lifestages, and

identity shopping on your site today.

#NorthEast #SouthWest #MidWest #SouthEast #NorthWest #SanFran #LALiving #NewYorkCity

#CollegeDorm #NewlyMarried #FirstTimeHomeOwners #EmptyNesters #DINKs #BabiesOnBoard #ToddlersRUs #GrowingKids

#Mom #Dad #Teens #Grandparents #OnlyTheBestDeals #OnABudget #MoneyIsNoObject #ScalingBack

KEY TAKEAWAYS.

Q&A

www.Evergage.com

Free Real-Time Personalization Resources: www.evergage.com/resources

See a Demo of Evergage

www.Evergage.com/Request-a-demo

twitter.com/evergage

linkedin.com/company/evergage

Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO #personalization

Get a Free 15 Minute Conversion Review

• Interactive review of your key conversion paths • Conducted by SiteTuners conversion staff • Identify key segments and opportunities for customization • Video transcript recorded via GoToMeeting • Offer good only for companies generating at least $1 million

annually in online revenue. New customers only please.

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