imedia brand summit australia 2011 dgm

Powering the Australian Economy

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Powering the Australian Economy

Powering the Australian Economy

Why are we here?

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convert site visitorsinto customers

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Media >>

Conversion >>

CRM

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Media >>

Conversion >>

CRM

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Media >>

Conversion >>

CRM

Source: Marketmotive 2010

Media >>

Conversion >>

CRM

Media >>

Conversion >>

CRM

Media >>

Media >>

Conversion >>

Consumer reviews are significantly more trusted- nearly 12 times more- than descriptions that come from manufacturers,

(eMarketer, February 2010)

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Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online.

(Nielsen Global Online Consumer Survey 2009)

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$

Let’s compare the 2010 IAB online expenditure

AUD $2.4 BN

AUD $6.5BN AUD $27.4BN

Source: IAB USA / UK / Australia PwC 2010 report

Now per capita

AUD $153 pa

AUD $142 pa AUD $114 pa

Source: IAB USA / UK / Australia PwC 2010 report

Let’s compare the online retail spend

AUD $12BN

AUD $91BN

AUD $139BN

Source: 2010 eConsultancy Internet Statistics Compendium

AUD $727 pa

AUD $2459 pa

AUD $579

Source: 2010 eConsultancy Internet Statistics CompendiumSource: Australian Bureau of Statistics , Wikipedia

Now per capita

Finally the ROAS

AUD $5 AUD $14 AUD $5

Source: 2010 eConsultancy Internet Statistics CompendiumSource: Australian Bureau of Statistics , Wikipedia

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Media >>

Conversion >>

CRM

Media >>

Conversion >>

$20 ROAS

$50 ROAS

$500++ ROAS

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Conversion Management the art of…

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convert site visitorsinto customers

Who determines the path?

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Amazon – Continual Improvement

Late 90s Early 2000’s Mid 2000’s Late 2000’s Today

Optimisation Progression

• On-line Surveys

• Usability labs

• A/B/n testing • Automated Optimisation

• Optimal experiencefor everyinteraction

• Across all channels and media

• Content Targeting

• Targeting offers and services relevant to segment

• Reliable infrastructure

• You know what your audienceDID (analytics)

• Multivariate Testing

• Know what your audience WANTS to do and WHY

SEOMedia SEMAffiliate

The False Promise of Conversion Management

X

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Case study 1

50% increase in conversion

$50 ROAS

$50 ROAS

$500++ ROAS

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45% of online shoppers abandon

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47% High Shipping Costs

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24% of Payment Options

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27% looking for Coupons

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26% Shop Offline

convert site visitorsinto customers

<script type="text/javascript">var journeycode='810622b5-c0f6-4462-b361-593ee38151b9';var captureConfigUrl='drs2.veinteractive.com/CaptureConfigService.asmx/CaptureConfig';</script> <script type="text/javascript">try { var vconfigHost = (("https:" == document.location.protocol) ? "https://" : "http://"); document.write(unescape("%3Cscript src='" + vconfigHost + "config1.veinteractive.com/vecapturenew.js' type='text/javascript'%3E%3C/script%3E")); } catch(err) {} </script>

Use and disclosure

• We only use personal information collected via our website for the purposes for which it was given to us.

• When an individual’s email address is received by us because they sent us a message, the email address will only be used or disclosed for the purpose for which they have provided it and it will not be added to a mailing list or used or disclosed for any other purpose without the individual’s consent.

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Case study 2

70% cart abandoment

$1000 ATV

$56M in abandoned carts per year

20% conversion

$66 ROAS

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Media >>

Conversion >>

CRM

Media >>

Media >>

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Case study 3

Infographics: graphic visualisation of information

Infographics: graphic visualisation of information

Infographics: graphic visualisation of information

500% increase MOM

$60+ ROAS

100% increase MOM

Always de-duplicate multiple channels

Weak hypothesis

≠Great results

Together design tests that can be measured objectively

Place email capture on first field of checkout / application

www.dgm-au.com

linkedin.com/in/garnerchris

Chris.garner@dgm-au.com

Twitter.com/cgarner2000