Copyright  2013  Demandware,  Inc.  All  other  rights  reserved.  11  September  2014   1   Copyright  2014  Demandware,  Inc.  All  other  rights  reserved.    11  September  2014   1  

How to Use Web Personalization to Boost Your Bottom Line

Liz Lynch

Harry Hurst

Alison Conway

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How to use web personalization to boost your bottom line

Harry Hurst Director of Partnerships, Qubit

Alison Conway Global Ecommerce Director, Belstaff

6

There are many levers for boosting your bottom line

1.  Conversion rate

2.  Average order value

3.  Customer engagement and loyalty

4.  Cost of sale

7

Website behavior will impact over $12 trillion of commerce

Ecommerce

Commerce (ex. ecommerce)

$2.5 trillion

$20.9 trillion

50% influenced by digital

Instore conversion are 78% (13% higher) when digital device is involved 84% of shoppers used a digital device before a recent store trip (Deloitte, 2014)

(Deloitte, 2014)

@qubitgroup

Today’s consumers have high expectations

Facebook

@qubitgroup

Today’s consumers have high expectations

Facebook Google

@qubitgroup

Google Facebook Apple

Today’s consumers have high expectations

@qubitgroup

97% of visitors walk away from your site and never purchase (Qubit, 2013)

Engaging consumers is hard work

@QubitGroup

70-80% of shoppers leave with things in their basket at some point during their lifecycle (The power of personalisation; Qubit, 2013)

Engaging consumers is hard work

@QubitGroup

“In the next decade customer experience will be more

important than profitability”

BBC, 2014

@qubitgroup

Out of 1,100 digital ecommerce professionals

94% think personalisation is critical to success

Econsultancy Report, 2014

@qubitgroup

We believe in data driven optimization

15

Use data to generate hypothesis and identify target:

e.g. visit 2, basket $40

A/B test solution

Positive result. Test goes ‘always on’ for continued uplift

@qubitgroup

Introducing the maturity curve

@qubitgroup

Site wide tests

CR

Progression of optimisation strategy

Optimised web and marketing

apps

Segmented personalisation

360 personalisation

Site-wide psychological nudges

@qubitgroup

Combining widgets to target by location

@qubitgroup

Beginning to target: international visitors

@qubitgroup

More advanced targeting: visitor history over 6 months

@qubitgroup

Building complex scenarios to target VIPs

@qubitgroup

Explore your data so that you can test with confidence and create meaningful personalisations

In summary

@qubitgroup

•  Personalization is key to capitalizing on $12 trillion of ecommerce revenue

• Visitor data is essential to inform your testing and optimization strategy

•  It is important to start testing now

• Choose a vendor that allows you to scale your tests and personalizations quickly

How to use web personalization to boost your bottom line Harry Hurst Director of Partnerships, Qubit

24

Alison Conway Global Ecommerce Director, Belstaff

•  Long development cycles

• Being able to stay agile with our marketing campaigns

• A growing number of mobile users to optimize for

• Changes to our site that require testing and validation

•  Providing an engaging customer experience

We face a number of challenges online

• Creating an engaging experience

• Optimizing the user experience to increase conversions

•  Sidestepping our development cycle to remain agile

• Generating new relationships with users to grow into long-term customers

We use optimization and personalization to achieve key objectives

27

Improving the product page to increase engagement

Bringing photo thumbnails to the front resulted in a 3.3% uplift in conversions

28

Creating size tiles on mobile to optimize UX

Changing the drop down to a size tile is creating a better mobile user experience

29

Changing how prices are displayed on category pages

Encouraging users to hover over the individual products to find out the price will increase overall engagement on the site and increase click throughs.

30

Highlighting last delivery dates

Leading up to the holiday season, the last date people could order to receive their items was clearly visible

31

Encouraging new users to join our mailing lists

Layered on top of our site to increase sign ups and drive long-term engagement

Email sign up layers have led to an average 19.3% uplift in conversion rate

32

Targeting users with their nearest store

If users were in a city with a Belstaff store, a layer was shown informing them of their nearest store.

33

Special offers for VIP customers

Offering engaged visitors who had never converted a free gift with their first purchase increased new customer acquisition

Future plans

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Future plans

• Localizing size information on PDP size dropdown

• Matching offline VIP treatment online

36

More future plans

• Highlight stock availability on product landing pages

• Personalize landing page based on gender

Thank you

Qubit is now integrated into the Demandware marketplace

@qubitgroup

If you want to find out more about using Qubit for your site, or your clients’ sites,

please contact:

harry@qubitproducts.com

Please submit your questions via the chat box in the lower left portion of your screen We welcome your feedback! Watch for a survey page once the webinar has ended. Reach out with any additional questions after the webinar: Demandware: info@demandware.com Qubit: