Post on 29-Jun-2018
transcript
C H AT T H E M .1 Q U E S T I O N S ?
2014 Holiday E-commerce recap + Tips for 2015 from marketing leadersBrett Robbins, Head of Business Development, Custora Ryan Urban, CEO, BounceExchange
W E B I N A R +
C H AT T H E M .2 Q U E S T I O N S ?
1. Hello
2. Holiday recap (survey + prizes)
3. 3 trends for 2015
4. Great holiday strategies
5. Using those strategies in 2015
6. Q & A
W E B I N A R +
Brett Robbins, Head of Business Development, Custora Ryan Urban, CEO, BounceExchange
C H AT T H E M .3 Q U E S T I O N S ?
2014 Holiday E-commerce recap + Tips for 2015 from marketing leadersBrett Robbins, Head of Business Development, Custora
W E B I N A R
C H AT T H E M .4 Q U E S T I O N S ?
We’re working with sharp teams. Intro to Custora
Custora is a predictive analytics platform that helps retailers improve customer acquisition and retention.
Teams
Tools
Data
This is our sweet spot
C H AT T H E M .6 Q U E S T I O N S ?
T
Now we’re talking
1. Holiday 2014 Recap
2. 3 trends for 2015
C H AT T H E M .7 Q U E S T I O N S ?
1. Revenue growth
2. Mobile e-commerce
3. Marketing channel performance
T
2014 Holiday E-commerce Recap
Data based on The Custora E-Commerce Pulse: Tracks real-time e-commerce transaction data from over 100 US retailers, over 100 million online shoppers, & over $40 billion in e-commerce revenue.
C H AT T H E M .8 Q U E S T I O N S ?
1. Revenue growth
Newegg CMO
G R O W T H
“People are realizing it’s a season of shopping that is no longer limited to one or two days.
People are turning it from a day-long occasion to a month long occasion.”
C H AT T H E M .9 Q U E S T I O N S ?
1. Online growth, broader calendar
US e-commerce holiday revenue was up 15.6% vs 2013
C H AT T H E M .1 0 Q U E S T I O N S ?
1. Online growth, broader calendar
Note: 2013 dates are shifted by one day to enable year-over-year alignment.
N OV D EC0 3 0 30 5 0 507 070 9 0 91 1 1 11 3 1 31 5 1 517 171 9 1 92 1 2 12 3 2 32 5 2 52 7 2 72 9 2 90 1
R E V E N U E BY DAY C Y B E R M O N DAY +1 5.4%
S I LV E R M O N DAY ? +12 .4%
C Y B E R T U ES DAY +1 3.7 %
G R E E N M O N DAY + 0.7 %
B L AC K F R I DAY +2 0.6 %
T U R K E Y DAY +17.7 %
US e-commerce holiday revenue was up 15.6% vs 2013
C H AT T H E M .1 1 Q U E S T I O N S ?
2. Mobile e-commerce
M O B I L E
“We know that 75 percent of our digital traffic will come from mobile by the holidays so it’s an incredibly important “front door” for Target.”
Target CEO
C H AT T H E M .1 2 Q U E S T I O N S ?
2. Mobile e-commerce growth
One out of four online purchases (24.5%) came from a mobile phone or tablet
Mobile shopping increased 32% from 2013 (Up from 18.6%)
M O B I L E O R D E R S BY DAT E , 2 0 1 3 v 2 0 14SHARE (%) OF MOBILE ORDERS ON HOLIDAY OVERALL
81.4
10.4
8.2
75.5
24.5
10.7
13.8
20142013
TABLET
DESKTOP
TOTAL MOBILE %
PHONE
C H AT T H E M .1 3 Q U E S T I O N S ?
3. Marketing channel performance
C H A N N E L S
Kirk, a shopper from NYC
“The targeted ads I get from Google are just so good! Especially around the holiday season they’re always showing the things that I want.
They’re all up in my brain!”
C H AT T H E M .1 4 Q U E S T I O N S ?
3. Email & search win the holidays
Search leads the way
Email stays strong
Organic
21
Paid
17.5
17.7
Affiliate 10.9
Social 1.9
Display
0.8Direct 24.9
Other 5.5
O R D E R S BY M A R K E T I N G C H A N N E LSHARE (%) OF HOLIDAY E-COMMERCE ORDERS BY MARKETING CHANNEL
C H AT T H E M .1 5 Q U E S T I O N S ?
3. Email & search win the holidays
27.3% Orders from email
23.9% Orders from email
23.1% Orders from email
Black Friday Cyber Monday Turkey Weekend
Email drove the most orders for the biggest holiday shopping days
C H AT T H E M .1 7 Q U E S T I O N S ?
For 2015, we’re prioritizing:
A. Customer segmentation
B. Unifying data from multiple sources
C. Optimizing campaigns using customer lifetime value
D. Customer insights and analytics
E. Testing and automating email campaigns
All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour 2015 Planning Session from Custora
Survey: Your plan for 2015
C H AT T H E M .1 8 Q U E S T I O N S ?
1. Insights2. Acquisition3. Retention
T
Looking ahead for 2015
C H AT T H E M .1 9 Q U E S T I O N S ?
1. Getting data out of “silos”
I N S I G H T S
“This helps us provide more focus on the in-store opportunities. Instead of asking ‘How can we grow online sales?’ we focus on ‘How can we drive overall sales, regardless of where the transaction occurs?’”
GameStop EVP of strategic business and brand development
C H AT T H E M .2 0 Q U E S T I O N S ?
1. Getting data out of “silos”
ARIZONA
CLV
BROOKYN
Combined online purchase data with offline loyalty programs.
Surfaced insights to drive marketing across channels (e.g. email)
C H AT T H E M .2 1 Q U E S T I O N S ?
2. Optimizing with CLV (Customer Lifetime Value)
A C Q U I S I T I O N
“2015 priorities: Data mining to better understand channel acquisition attribution and customer value.”
Liveoutthere.com Marketing Team
C H AT T H E M .2 2 Q U E S T I O N S ?
2. Acquisition analysis with CLV
Evaluate channels more accurately with CLV vs single purchase revenue/conversions
BaubleBar saw that their best customers came from Facebook.
C H AT T H E M .2 3 Q U E S T I O N S ?
2. Acquisition analysis with CLV
Search
First purchase
Evaluate channels more accurately with CLV vs single purchase revenue/conversions
BaubleBar saw that their best customers came from Facebook.
C H AT T H E M .2 4 Q U E S T I O N S ?
2. Acquisition analysis with CLV
Search
First purchase Lifetime
Evaluate channels more accurately with CLV vs single purchase revenue/conversions
BaubleBar saw that their best customers came from Facebook.
C H AT T H E M .2 5 Q U E S T I O N S ?
3. Personalization & Segmentation
R E T E N T I O N
“We don’t need more customers — we need the customers we have to spend more time with us.”
Macy’s CMO
C H AT T H E M .2 6 Q U E S T I O N S ?
3. Segmentation & personalization
Identify “product affinity segments” to deliver more personalized emails.
C H AT T H E M .2 7 Q U E S T I O N S ?
Churn reach out at the right time
to save customers
CLV Optimize ad spend for long-term high value
customers
Which devices Right items on the right devices
to increase conversion
How often Reduce unsubscribes and
increase conversions
When to send things Optimize communications
to increase orders
What to send Personalize communications
in email, display, social
We’re working with sharp teams. Looking to 2015
C H AT T H E M .2 8 Q U E S T I O N S ?
Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics
Custora E-commerce Pulse
2014 Holiday E-commerce Recap Report
Add’l educational resources
Plan the promotional schedule early
AT LEAST 3 MONTHS IN ADVANCE
Consumers think about shopping as early as Halloween. Your messaging should be tailored to catch them in the pre-holiday shopping mindset
Promotions and deals are not limited to only Friday and Monday
People typically start shopping right after the holidays, so start your promotions at least 7 - 10 days before or better yet start right after halloween.
Add Specific Email Capture for BF / CM Access
“GET ACCESS” TO BLACK FRIDAY AND CYBER MONDAY DEALS
Ask people to opt-in to email even if they are already a on your list. They are showing a sign of commitment.
Have a bit more assertive email capture strategy.
Create hype and urgency. Tell the people on the email list that they’ll get an email with a countdown to access the BF / CM deals
Avoid Daily Deals
BECAUSE THEY NEVER WORK
You’re wasting valuable online real estate space on both your email and your website for deals that may be only relevant to <10% of your audience.
It takes a ton of time to put together with no real return
Try Sitewide Sales with a Coupon Code
CAST A WIDE NET
Your sale can either be a specific $ amount or a %. The 2nd option is preferable. You can include exceptions.
People will naturally add more to cart during this period so don’t limit their choices
Let your audience know about the sale (Tip: don’t just put it on your homepage)
Structure Deals for Dual Benefits
GET THE BEST OF BOTH WORLDS
Setup tiered deals based on your average order value (Tip: Best practice is 3 tiers)
Use different deals for customers and prospects
This raises both conversion rates and average order value
Get Creative with the “Holidays”
WHO SAYS CYBER MONDAY AND BLACK FRIDAY GET ALL THE FUN?
Don’t wait until the Q4 holidays to offer your best deals. We thought of a few below to get you started this quarter.
Make your customers’ shopping experience fun through games. Create scavenger hunts that unlock mystery deals throughout the site (Tips: Hide codes around the site--in product descriptions, names, images, set magical thresholds to see the next level)
Gets visitors to look at a lot of pages, including products they would have skipped otherwise. Also preps them for later sales.
Make CRO a priority in 2015A/B Testing
SMB / Mid Enterprise
- Optimizely- Visual Website Optimizer
- Optimizely- Maximyser- SiteSpect- Visual Website Optimizer
Heat Maps
SMB / Mid Enterprise
- Crazy Egg- GA- Hot Jar- Formisimo
- Clicktale
Behavioral Email Triggers
SMB / Mid Enterprise
- Vero-Triggermail- Autosend.io- Smarter Remarketer
- Bounce Exchange- Customer.io
Predictive Analytics
SMB / Mid Enterprise
- Custora
- RJ Metrics
- Kissmetrics
- Mix Panel
Lead Capture
SMB / Mid Enterprise
- FancyBox- Hello Bar
- Bounce Exchange
Video Hosting
SMB / Mid Enterprise
Wistia
Landing Page Software
SMB / Mid Enterprise
LeadPagesUnbounce
MarketoHubSpot Ion Interactive
Live Chat
SMB / Mid Enterprise
Olark LivePerson
Behavioral Automation
Bounce Exchange
Wire Framing
Balsamiq
CRO Agencies
Conversion Rate ExpertsWider Funnel
SiteTuners
Enterprise Only
Recommended Growing and Mid-Market to Enterprise Stacks
Life Cycle Marketing
Custora
Advanced retargeting
High frequency email automation
Facebook custom audience
Utilize Advanced Marketing Channels
Plan your A/B Testing Roadmap
6 MONTHS IN ADVANCE
Plan in 3 phases, not months
High Impact Tests (no button color)
Talk to Customer Service/Sales