gcd-ecommcerecasestudies
DESCRIPTION
GCD eCommerce Case StudiesTRANSCRIPT
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eCommerce & Managing the Sales Funnel
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Sales Funnel Specifics
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Managing the Sales Funnel
• Methods of acquisition– PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer
based, etc.
• Once there – what’s important?– Prove you can Add Value
• Qualify Leads with intent – You want users who are amenable to your message – Its ok for
users to self-select opt out
• Monetise towards latter end of the Funnel– After user sees value and expresses intent– Push low-cost options in the middle of funnel– High cost ones at the end of your funnel
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Customer Lifecycle
• Understand the customer lifecycle – The various stages of a customer over a time period– Create indicators to track their intent– As they begin to lag – make sure you target them
• Identify high repeat behaviour – Identify a common characteristic – and track this
• e.g. have visited more than 3 time and purchase
• Track rising and falling repeat rates– Have early warning systems in place
• Track repeat rate by media source – Search Engine, PPC, Banner Ad etc..
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Customer Lifetime Value
• Segment customers into acquisition channels• Identify the potential lifetime value per channel• Identify length of customer lifecycle per channel
– Low cost channels could have shortest lifecycle• Compare the relative potential value
– Consider: length of lifecycle, potential revenue per Customer
• Allocate money towards higher potential value customers • By corollary - away from lower potential value
customers
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Understanding “Recency”
• Tracking Recency – Time since a customer last engaged in a behaviour
• Recency is # 1 most powerful predictor of future behavior – Can predict likelihood of purchases, visits, game plays, or
“other action-oriented” behaviour• The more Recent a customer is, the higher their potential value is• Segment Repeat segment into past and present (30 days)
– Apply a recency filter for real-time view• Longer a customer has stopped engaging the less likely they are
to repeat• Take adjustive measures to increase in quality recency repeat
customers
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eCommerce Case Study
Wiltshire Farm
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Case Study: Wiltshire Farm Foods
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Key Take-Aways
• Remove Clutter – focus on key goals all the time – Remove any obstacles
• Provide lots of visual feedback – Users know that actions have been successful
• Adhere to affordance rules – make them obvious– Big Buttons, Clear Large Links
• Anticipate and Answer questions upfront – Embed as part of user experience
• Knit USPs in copy and images of site– Emphasise all your differentiators
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Website Optimisation
• Dynamically Test key elements of site– Test Copy, Calls to Action, Images, Placement– The $300,000,000 Button
• Both Split (A/B) and Multi-Variate Test– Google Website Optimiser or Proprietary tools
• Define and set up conversion points– Need to track and measure user actions
• Clear calls to action significantly augment optimisation goals– Don’t force user to think – TELL THEM WHAT TO DO
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Test Process
• Never stop testing and tracking user actions on website• A/B Split Testing
– Define specific site goals (sale, sign-up etc..)– Test two specific pages (typically high volume landing pages)– Commercial tools (Vertster) or Google Optimiser – Monitor which test is performing better– Use Variable rate or throttle testing to vary the percentage of traffic
that gets routed to the various pages• Multi-Variate testing
– Enables variable testing of elements within single pages– Different copy text, form layouts and even landing page images and
background colours together– Track combinations that achieve predetermined goals
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Sales Funnels
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Boden
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The Boden Funnel
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Funnel Case Studies
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Webtogs
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The Webtogs Funnel
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Firebox
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Firebox
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The Firebox Funnel
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ASOS
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Asos
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The ASOS Funnel
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