Elastic Path™ Elastic Path™
Optimizing the Customer Journey
for the Complex Sale
May 25, 2012
Elastic Path Software Inc.
Featuring: Linda Bustos, director of ecommerce research and
author of the Get Elastic blog at Elastic Path Software
Elastic Path™ Elastic Path™
Introducing Elastic Path Software
Digital Commerce for Innovators
• We help the world’s biggest brands sell digital goods and services
• We provide a flexible digital commerce platform and expertise in commerce
strategy and implementation
• #1 ecommerce blog www.getelastic.com
• For more on-demand digital commerce resources
www.elasticpath.com/resources
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Overview
• Keeping new visitors on your site (aka reducing bounce
rate)
• Serving the most relevant content (personalization and
targeted selling)
• Supporting device and plan selection (finders and
comparison tools)
• Guided selling (stepped process of building a bundle)
• Maximizing revenue (cross-sells and upsells) and how
they are presented at each step
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Keeping customers on your site
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Optimizing the portal page
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Making money > Being a portal
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Eye tracking tools
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Serving the most relevant content
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Geographic targeting
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Geographic targeting
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Interstitial pages
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New vs. existing customers
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Keyword referrals
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Keyword referrals
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Targeted selling vs. personalization
• Targeted selling may use cookies, IP
recognition, geolocation, customer input or
keyword referral to serve dynamic content
• Personalization tools (RichRelevance, Baynote,
etc) collect site behavior from individual and
“wisdom of the crowds” to personalize content
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Device and plan selection Device and plan selection
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Why the non-customer arrived on your site
• Has a device, wants pay-as-you-go
• Has a device but contract is ending, wants to compare
plans
• Wants a particular phone model
• Wants a particular brand model, needs help selecting
device
• Wants a phone that does THIS!
• ????
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Navigation and calls to action
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Navigation and calls to action
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Category and search filters
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Category and search filters
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Category and search filters
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Plan presentation
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Plan presentation
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Plan finder
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Plan finder
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Plan finder
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Plan finder
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Plan finder
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Device finder
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Device finder
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Device finder
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Device finder
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Device finder
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Comparison tools
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Comparison tools
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Comparison tools
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Guided selling
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Guided Selling Popup
Phone or Plan starting point
Stepped bundle builder
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Stepped bundle builder
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Stepped bundle builder
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Maximizing revenue
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Bake accessories and service add-ons into guided selling process, device and plan pages, and cart review
Upsells in guided selling
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Cross-sells in guided selling
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Upsell and cross-sell on cart pages
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Show a limited, relevant selection
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Summary
• Keep them on your site, bounce rate optimization
• Serve relevant content with targeted selling tools
• Support device / plan selection with finder tools
• Guide the purchase decision with stepped flows
• Optimize cross-sell and upsell with usability and
relevance
Elastic Path™ Elastic Path™
Questions
For more on-demand digital commerce resources
www.elasticpath.com/resources
1.800.942.5282 (toll-free in North America)
www.elasticpath.com