stop the pop-ups: 4 new rules of customer engagement
TRANSCRIPT
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of companies believe customer experience
is the primary basis for competition
(Gartner Research)
89%
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Customer Centric
Multi ChannelCustomer Engagement
Personalization
Added ValueUser Centric
StorytellingDigital Journey
Customer Funnel
Micro Moments
User Behavior
Digital Transformation
Membership
Behavior Analysis
Basket Analysis
How??Digital Experience
User Experience
UX
User Experience
Customer AwarenessCustomer
TouchpointsCustomer Interactions
Customer Experience Management
Customer Loyalty
Social Listening Omni-channel Channel Tracking
Customer Data
Mobile-friendlyMobile Moments
UI
Integrated Journey
Actionable Insights
Contextual MarketingGamification
Mobile OptimizationReal-time Engagement
Relevant StorytellingTwo-way Conversation
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Meet Your Experts
Lisa DePaoloDirector of Strategic Accounts
Jack PolitisManager, Advertising Operations
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Agenda
(Respectfully) engage on your customer’s turfDon’t disrupt, aim to assistOne size does NOT fit allSchedule with careQ&A
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Rule #1: (Respectfully) engage on their turf Starting January 10, 2017:
“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible…Pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”
*Images via Google Blog
Impacted Interstitials:
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Rule #1: (Respectfully) engage on their turf
Cookie usage Age verification Display banner
*Images via Google Blog
Recommended formats:
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Rule #1: (Respectfully) engage on their turf Align your brand message with their user journey
In-app advertising Native advertising
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Rule #2: Don’t disrupt, aim to assist Don’t interrupt their journey to fit your needs…
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Rule #2: Don’t disrupt, aim to assist Assist when the organic user journey ends
Why do visitors abandon?
Just browsing
Can’t find certain product
Looking for a better deal
Unsure of what they want
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Rule #2: Don’t disrupt, aim to assist Assist when the organic user journey ends
Product book marking
Product recommendations
Promo code display
Search history
What can you do to help them?
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Rule #3: One size does NOT fit all
Video Advertising Best Practices
• Evaluate existing assets before creating new ones
• ABT: Always Be Targeting
• Optimal video length: 30 sec – 1 min
• Optimal ad play time: 15 – 30 sec
20% off
Holiday Sale
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Rule #3: One size does NOT fit allPersonalized engagement > Static onsite pop-ups
VS
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Rule #3: One size does NOT fit all
Prioritize personalized engagements (it’s easier than you think)
Implement criteria filters
Track engagements across entire site
Segment user journey
Upsell
How to personalize?
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Rule #4: Schedule with care Top Tips
Engage on exit intent or session timeout
Set frequency caps to limit overexposure
Taper engagements over time
Onsite Arrival
Exit Attempt
Retargeting Window
Don’t
interr
upt
High
enga
gemen
t
End touchpoints
Send
an
Chang
e
messag
ing
CartAbandonment
The Customer Engagement Timeline
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Rules of Customer Engagement
1. (Respectfully) engage on your customer’s turf
2. Don’t disrupt, aim to assist
3. One size does NOT fit all
4. Schedule with care
