thorsten ahlers - webtrekk summit 2017
TRANSCRIPT
Customer Journey at Brille24Thorsten Ahlers - Head of MarketingBRILLE24.de
Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017
Founded 2007 in Oldenburg, approx. 70 employees
13 Webshops all over Europe
Portfolio: Own-labelled glasses, brands (Ray-Ban, Oakley, Boss, …), exklusive brands (Marshall), and contact lenses
> 1Mio. customers; > 2 Mio. sold glasses
NEW since 03.17: offline partner stores
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ABOUT BRILLE24
Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017
MARKETING MIXTAPE
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Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017
ONSITE CUSTOMER JOURNEY
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WHY SHOULD I CARE?
Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017
CUSTOMER JOURNEY OPTIMISATION
Decreasing Conversion Rates * 96% leave shop without buying
* ~40% bounce rates
Increasing costs of traffic* Rising Google CPCs
* Adblock and banner blindness
The Mobile Shift* Less Time on Site and PI/Visit
* Less space to present product offer
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Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017
CUSTOMER EXPERIENCE AT BRILLE24
# Personalisation, Segmentation & Testing# Advising, Information & Service
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Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 2017
PERSONALISATION, SEGMENTATION & TESTING
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FROM DATA TO CUSTOMER SATISFACTION.
Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 20178
DATA ACQUISITION
Still a task…Tracking.
Some kind of „data handshake“? Nope. Every tool with its own data.
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A/B TESTING
Testing
Permanent Testing of# Layouts# Segments # Tools and Features
Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 201710
GENDER TARGETING
LPs with gender approach:* Layout * Offer* USP / USV
Lowering bounce rates by 40% compared to „Default“.
Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 201711
ONSITE SEGMENTATION
How to define user gender?
# Cookie History
# Search: Google knows your gender (appr. 70% of user
> Duplicate Adwords Campaigns> Add Gender Targeting to each campaign
# Facebook / GDN / RTB Targeting
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GEO TARGETING
Geo IP Targeting with localoffer.
Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 201713
GEO TARGETING W/ LOCAL WEATHER
Munich
KielLocal weather basedcampaigns.
Customer Journey at Brille24 – Thorsten Ahlers (Head of Marketing) – Webtrekk Summit 201714
REFERRER TARGETING
X
From Offsite to Onsite:
Drop user with ad clicks tolanding pages with directconnection to the ad campaign(e.g. Limango discountcampaign).
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Individual ranking ofproducts based on userhistories:
# visited products# bought products
PERSONALISATION AT CATEGORY / LISTING
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