optimizing the customer journey for the complex sale

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

http://www.elasticpath.com/webinar/optimizing-customer-experience

http://www.elasticpath.com/webinar/optimizing-customer-experience


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

http://www.getelastic.com

http://www.elasticpath.com/resources


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


Keeping customers on your site


Optimizing the portal page


Making money > Being a portal


Eye tracking tools


Serving the most relevant content


Geographic targeting


Interstitial pages


New vs. existing customers


Keyword referrals


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


Device and plan selection Device and plan selection


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!

• ????


Navigation and calls to action


Category and search filters


Plan presentation


Plan finder


Device finder


Comparison tools


Guided selling


Guided Selling Popup

Phone or Plan starting point

Stepped bundle builder


Stepped bundle builder


Maximizing revenue


Bake accessories and service add-ons into guided selling process, device and plan pages, and cart review

Upsells in guided selling


Cross-sells in guided selling


Upsell and cross-sell on cart pages


Show a limited, relevant selection


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


Questions

For more on-demand digital commerce resources

www.elasticpath.com/resources

[email protected]

1.800.942.5282 (toll-free in North America)

www.elasticpath.com

http://www.elasticpath.com/resources

optimizing the customer journey for the complex sale

Technology