how to leverage visitor behavior and social preferences to drive conversion
DESCRIPTION
Featured Presenter: Karl Wirth Marketers, it's time to start thinking like consumers. After all, we want advice when we're right there 'in the moment' and ready to buy. It's time to connect the best of both worlds between social media, personalization and e-commerce. When combining these, here's what happens: ..Shopping becomes easier ....Shopping takes less time ......Shoppers feel more confident when buying ........Your site gets more conversions and generates more revenue Join Karl Wirth, CEO and Co-Founder of Evergage, and learn how you can create an interactive community of people with similar interests that allows visitors to collaborate on products they are researching, validate purchase intentions and share their experiences with others. With insights into visitor behavior and social preferences, marketers can increase site engagement and increase conversions - and ultimately more revenue from their websites.TRANSCRIPT
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
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• 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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