Download - Optimize for your Customer or Die
Optimize for Your Consumer of Die!
Chris ReighleyDirector of eCommerce
@chrisreighley
#MLSummit12
Over 300 Billion Emails are sent every day.
Over 19 Billion Text Messages are sent every day
On average, we speak 2,251 words to 7.4
persons a day
“Findings indicate that 80% of consumers’ shopping
decisions are made before entering the store…”
Merchant Mechanics, Inc.
Optimize for YOUR Consumer
OR DIE!!!
Know YOUR Consumer
Consumer Decision Making Process1. Problem recognition2. Information search3. Alternative evaluation4. Purchase decision5. Post-purchase behavior
5 Stages of consumer behavior
The Picture of the Digital Consumer Customer Type
New or Returning
Device Computer, Smartphone or Tablet
Digital Channels SEO, SEM, CSE, eMail, Social, Affiliates, Display
Ads, Market Places
KPI Visits Sticky Rate Engagement Rate Conversion Rate Gross Revenue Average Order Value Average Items per Order Per Visit Value
New Cus-tomer72%
Returning Customer
28%
New Cus-tomer52%
Returning Customer
48%Visits Revenue
Visits Revenue0%
10%
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40%
50%
60%
70%
80%
90%
100%
Computer Smartphone Tablet
Visits Revenue0%
10%
20%
30%
40%
50%
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70%
80%
90%
100%
organic cpc email cse social affiliate
Per Visit Value
organic cpc email cse social
Multiple Touchpoints
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.
Listen to Feedback
Our Next Steps at totes-ISOTONER Allocation of Multiple Touchpoints Life-Time Participation Value
Churn Rate
Net Promoter Score Focus on Online – Offline – Channel
Coordination
If you remember ANYTHING EVERYTHING starts with the CUSTOMER
You are a PROBLEM SOLVER for your customer
Stop thinking about which channels are effective for you, and start thinking about which channels are effective for your customer.
Your Brand Consumers Channels Eco System Corporation
Questions?Chris ReighleyDirector of eCommercetotes>>ISOTONER
[email protected]@chrisreighley#MLSummit12