Acquisition, Conversion and Retention
Getting the Most Out of Your Magento Website !!!
Tuesday, 8th July 2014 from 8.30 AM – 1.00 PM !
The Hive, 51 Lever Street, Manchester, M1 1FN
The Online Marketing People
Talk To Us:Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD
Making Magento work with Online Marketing
Little Greene Case Study
• Overview of frontend features and potential SEO pitfalls
• Overview of backend features and potential SEO pitfalls
• Other Marketing Tools for your armoury
• Where they were
• What we did
• The results
The Most Popular eCommerceSoftware with over 25% Market Share• Free Community Edition
• Licenced Enterprise Edition
• Discontinued Go Edition
Some Stats…
Front End Tools
• Wishlist Indexation
• Canonicalisation
SEO Considerations:
SEO Considerations:
• Category URLs are not SEO friendly
• Category name and H1 are the same field
• Duplicate content
• Pagination
• Layered Navigation
• Category Structure
SEO Considerations:
• Product URLs are not SEO friendly
• Product name and H1 are the same field
• Duplicate content
• URL structure
SEO Considerations:
• Inflexible
• No hierarchy (in Community Edition)
• WordPress Install for rich media blog/news
Schema.org/MicroformatsSchema needs to be built into the Magento Theme.
Social Meta DataSocial Meta Data needs to be built into the Magento Theme.
• Open Graph
• Twitter Cards
• Etc..
Response Theme Available on Latest VersionsReduced time/cost of development to meet the needs of mobile users
Back End Tweaks
Robots.txt:• Prevent Indexation of search result pages from your site
Disallow: /catalogsearch/
Resources:Robots.txt file templates suitable for most standard configurationshttp://inchoo.net/ecommerce/ultimate-magento-robots-txt-file-examples/
Resources:Guide to setting up analytics funnel trackinghttp://www.thepixel.com/google-analytics-funnel-tracking-for-magento-one-page-checkout
Remarketing, Retargeting and AffiliateRemarketing, Retargeting and Affiliate Tracking Code can be implemented rapidly.
Step 1 Where are we starting from?
• Challenger brand, competing with much larger businesses
• £5m turnover
• 46 people
• Less than £50k p.a. through the website
• A “company with a website”
Understanding the client
Step 2 Where do we want to be?
• 10% year on year growth in sales
• Improve brand awareness
• Work as one team with offline marketing and PR
• Holistic strategy across online and offline
• Build requests for colour cards
• QR codes, mobile microsite
Targets and strategy
Step 3 How do we get there?
1 Improve SEO visibility
2 Develop and implement a PPC strategy
3 Social Media
Implementation
• Campaign to engage with specifically targeted bloggers and
interior designers
• Eames Chair: prize picked specifically for the target bloggers
• Competition page visited 491 times
• High quality blog posts submitted as entries generated 68
referrals to the website
Improve SEO visibility - example
• Keyword research
• Ad creation and testing
Develop and implement a PPC strategy
• Ad extensions
• Remarketing
• Mothers Day campaign
• Win vouchers to spend on Little
Greene’s site
• Targeted at fans of the brand
• Promoted the competition using
social advertising
• 8.36% engagement rate
Paid Social Media - example
Step 4 Megento website for Europe
• Developed a European website in Euros
• Strong market already in France
• Opened the door to new markets in Russia
European Roll-out
“We like to still see ourselves as a niche
business, but our increasing market share means
we’ve achieved a huge growth in status and
become one of the biggest players in the high-
end paint and decorating industry”.
Little GreeneResults!
Transaction Growth
Transactions have increased by 153.2% in 3 years
Revenue Growth
Revenue has increased by 262% in 3 years
Propensity to Rank
Best Practice SEO How can you do this?
• Thorough keyword research
• What are the key terms?
• Thematic sitemap identifies the key pages
• Each page has a purpose and key word targets
• Fully optimise the site for relevant, well searched terms
Technical SEO/ Site Optimisation
• Removal of poor backlinks if necessary
• Earning Quality backlinks
• Content Strategy
• Social Media Connectedness
• Conversion Rate Optimisation
Ongoing SEO to acquire new business
Best Practice PPCHow can you do this?
• Thorough keyword research
• Clear key terms
• Measure, test, adjust, measure and test again
• Small gains add up to large amounts
How we get results in PPC
Any questions? Thank you for your time…
Talk To Us:Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD
Where every interaction matters.
The Need for Speed!July 2014
Speed – What’s the big deal?
Setting the scene…
Assumptions• Speed = 10% of your google quality score• Your homepage loads at + 3 secs (in our case up to 9!)• You spend £300,000 per month on ppc
ROI Calculation• PPC will cost at least 10% more = c.£320,000 per year in
overspend.• -.5 loss in google page rank will cost significantly more.
Don’t just believe me… there is loads of great blog data out there.
Variations are amazing
Use a Speed tool• Millions of free tools• http://tools.pingdom.com/• We are launching our own
Speed tool – including SEO impact
What makes Magento faster?• The right SQL database• Caching with Varnish• NginX instead of Apache• HipHop HV• High quality code• Hire a great Systems Integrator – makes all the
difference! • Lose the legacy tags… (GTM)• Google Page Speed
What makes you faster?• Host close to your customers• Host on a fast fibre network• Use a Content Delivery Network• Think about Net Neutrality
Our Focus• We support faster page load times• Optimised Magento makes us the “go-to” provider• Our partners are the UK’s leading eCommerce implementers• We partner with the plugin ecosystem also• We are PCI Compliant• Our commitment goes beyond technology, hence our event programs
UK eCommerce Clients
In Summary• Don’t stay in denial…• You can’t do it alone…• It’s not a one night stand…
Increase Conversion and Boost Revenues with Personalized Recommendations
Isaac Moshe, UK Managing Director !
Manchester Tuesday, 8th July
Nosto enables online retailers to deliver customers a personalized shopping experience… !
…increasing conversion, AOV and customer retention.
About Us
+1.8 billion personalized recommendations generated
AN INTERNATIONAL LEADER1200+ etailers in over 50 countries
Impact of Personalized Recommendations
Objectives Nosto performance
Reduce Bounce Rate +213%Customers who clicked Nosto recommendations spent 213%
more time on the site
Increase Average Order Value +24%Customers who clicked Nosto
recommendations have 24% higher Average Order Value
Boost Conversion Rate +66%Customers who clicked Nosto recommendations converted
66% better
Today’s Talk
The State of E-commerce Right now
A Proven Solution
Typical E-commerce journey
The Good, The Bad and The Ugly
Q&A
The State of E-commerce Right now : The Growing Problem of Conversion
A Proven Solution : Personalized Recommendations
The Good, The Bad and The Ugly : Examples of best practices
Typical E-commerce User Journey : Which Recommendations work best at each stage in conversion funnel
Q&A
Buyers Are Shopping Around More
Buying Cycles Are Getting Longer
Customer Acquisition
90%
100%60%30%
Total visitors
Visiting Shopping Area
Place items in cart
But… after all that hard work and money
1% On mobile
Make a purchase2.8%
Over 75% of Amazon’s Pages Contain Personalized Recommendations
Conversion rate
18%Over 75% of Amazon’s Pages Contain Personalized Recommendations
Personalizing the customer journey
Cart Page
Home Page
Category Page
Product Page
Search Page
Pinky Board 404
Error Page E-mail
SurfboardsCart Page
Search Page
Home Page
YES? NO?6 seconds
Average time before an internet user decides if he stays or leaves a website
baby items sold on Bodie & Fou
baby items, paintings…
baby items, paintings, jewellery…
baby items, paintings, jewellery, wedding gifts
baby items, paintings, jewellery, wedding gifts
Time spent on the site increased
by 66% !
Number of products viewed increased
by 126%
Buying cycles are getting longer…
research website awareness
product search
Pinky Board
product awareness
decision payment reception satisfaction
extensive research
price comparison
browsing competition
sharing for
feedback
research website awareness
product search
product awareness
decision payment reception
Pinky Board
satisfaction
are buying from the 1st contact
<15%Buying cycles
Average CTR 7.4%
Category Page
Surfboards
Product Page
Pinky Board
Ave. 13% Greater
Conversion
£25
£18
£25
£18Dynamic Up-selling
£12
Cart Page
Cart Page
Search Page
Search Page
Search Page
Search Page
Customers who search are !
3-4x !
more likely to buy
Total items : 1005 51 pages
Personalizing the customer journey
Pinky Board 404
SurfboardsCart Page
Search Page
Cart Page
Home Page
Category Page
Product Page
Search Page
Error Page E-mail
Personalizing the customer journey
Pinky Board 404
SurfboardsCart Page
Search Page
Search and visited items
!Search and
purchased items
Recommend Hottest Items
of the moment !
Personalize Content
right down to individual recipient
Top List within the category
!Pro Tip:
Filter by brand, price point or
other tags
Top List: Most Popular
Right Now
Top List showcasing store
offering !
Personalized Recommendations
Cart Related items
!Personalized
Recommendations
Cross-selling Up-selling
!Pro Tip:
Filter by relative price point to increase AOV
Cart Page
Home Page
Category Page
Product Page
Search Page
Error Page E-mail
How Can I Help you Today? How to Humanise the Purchase Journey
1 0
Join the discussion : @dotMailer @Magento #Humanize
• Global Email Service Provider
• eCommerce pedigree
• Automation for online retail
Who are dotMailer?
The growth of online
8% Overall
$370b Online Sales
2017
$231b Online Sales
10% Overall
2012
Source: Forrester
Join the discussion : @dotMailer @Magento #Humanize
Humanising the Purchase Journey
Join the discussion : @dotMailer @Magento #Humanize
• A customer experience
• A brand opportunity
• A chance to connect
Shopping is…
5 Join the discussion : @dotMailer @Magento #Humanize
Seize the opportunity online – The Online Purchase Journey
Source: dotMailer Internal
Join the discussion : @dotMailer @Magento #Humanize
• Account Registration / Welcome Programmes
• Abandoned Browser / Lost Basket Emails
• Transactional Emails / Post Purchase Feedback
• Retargeting / Re-engagement / Replenishment
Account Creation and Welcome Programmes
33% If someone says hi don’t ignore them!
67% open rate and 33% CTR
from welcome messages
Source: dotMailer Internal
Join the discussion : @dotMailer @Magento #Humanize
• Recreate the offline experience
• Always say thank-you!
• Educate consumer about your brand
• Give opportunities to further interact
Browse and Cart Abandonment
Source: dotMailer Internal
Join the discussion : @dotMailer @Magento #Humanize
• Send within the hour
• Make sure email is mobile optimised
• Include customer service details
• Use product recommendations
• Test
29% If someone adds
products to their basket and drops it, help them!
Sales recaptured through a three step abandoned
cart program
Transactional & Post Purchase Feedback
Source: dotMailer Internal
Join the discussion : @dotMailer @Magento #Humanize
• Again, remember to say thanks!
• Build personality of brand
• Gain knowledge
• Cross sell but make sure you add value
14% If someone places an order, say thank you –
encourage them to come back
Winback with a promo code sent during
order confirmation
Retargeting, Re-engagement and Replenishment
Source: dotMailer Internal
Join the discussion : @dotMailer @Magento #Humanize
• Data & segmentation is key
• Harness information from Magento
• Proactively approach your customers
• Treat customers differently to subscribers
67% Use the information you already have to
estimate when customers will return
Repeat customers spend, on average, 67% more than new
customers
• People like talking about themselves!
• Act on behaviour not just answers
• Service & Satisfaction
• Make it useful
Questions, Questions, Behaviour?
Join the discussion : @dotMailer @Magento #Humanize
• Treat people differently
• Friends, Family & Strangers
• Tailor the experience
• Make people feel special
Personalisation
Join the discussion : @dotMailer @Magento #Humanize
• Stand out from the crowd
• Consider your persona
• Always add value & build trust
ROR – Return on Relationship
Join the discussion : @dotMailer @Magento #Humanize
A 5% increase in retention yields
profit increases of 25 to 100%.
Repeat customers spend, on average,
67% more than new customers Source: Bain and Company
Join the discussion : @dotMailer @Magento #Humanize
• The dotMailer way
• Time and Resource – 2 biggest excuses
• Time to Test
• Optimization
Think Big, Start Small, Scale Quickly
Join the discussion : @dotMailer @Magento #Humanize
1. Welcome
• Sign-up Vs Account? Multi Step, Branched?
2. Abandoned cart
• Customers Vs Guests, Top Customers
3. Post purchase
• New purchasers Vs Veterans,
• Dynamic Content & Seasonal Imagery
Takeaways
Join the discussion : @dotMailer @Magento #Humanize
“Historically, our number-one growth driver has
been from repeat customers and word of mouth”
Tony Hsieh, Zappos
Join the discussion : @dotMailer @Magento #Humanize
Thank You!
Presented by:
Stephen Cohen Magento Email Marketing Consultant, dotMailer @dotMailer