Personalisation and merchandisingfor the digital marketer
Graham Cooke@thegrahamcooke#forrforum
What are your biggest levers in ecommerce?
@thegrahamcooke#forrforum
New markets
Which lever?
More trafficNew markets
Which lever?
Better conversionsMore trafficNew markets
Which lever?
Ineffective traffic and conversion strategies drive down ROI
6
AttractionHigh investment in driving traffic, rising CPA costs
92% of people don’t buy
On-site
Poor return on investment for all involved
Return
Why have conversion rates fallen?
@thegrahamcooke#forrforum
Consumers have got used to great experiences
They are empowered!
Facebook/Google/Apple generation
Innovative companies are designed with today’s customer in mind
Creating new a heart around digital
Facebook/Google/Apple generation
Innovative companies are designed with today’s customer in mind
Data drivenCreating new a heart around digital
Facebook/Google/Apple generation
Innovative companies are designed with today’s customer in mind
They know one size doesn’t fit all
What’s the solution?
@thegrahamcooke#forrforum
Key products
Best seller
Specialoffer
Latest stock
Personalisation has existed for a long time
Website personalisation is...
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Messaging Offers Announcements
Theme and layout Recommendations Widgets
For all the different types of people who visit your site...
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Basket casesPeople who put things in their basket and don’t buy
Lost soulsOn site search users who never find what they're
looking for
First timersNew users in need
of brand reassurance before they engage
Careful spendersPeople who leave long gaps between making purchases
...And for all the different technologies too
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Recommendations
Live helpMerchandising
Reviews Retargeting
Modern businesses should be able to enjoy 10% conversion rates
What’s holding other businesses back?
@thegrahamcooke#forrforum
72% agree they ‘understand importance of personalisation, but don’t know how to do it’.
To what extent do you regard the following as barriers to adopting or improving website personalisation?
Effective personalisation needs to drive a business revolution
@thegrahamcooke#forrforum
Choose the right mix of technologies
The fundamental personalisation technologies
Collect data
Find insights
Serve content
Deploy widgets
Which technologies are in the room today?
Technology
0 25 50 75 100
2
10
18
8
92
12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps
Which technologies are in the room today?
Technology
0 25 50 75 100
2
10
18
8
92
12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps
Which technologies are in the room today?
Technology
0 25 50 75 100
2
10
18
8
92
12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps
Which technologies are in the room today?
Technology
0 25 50 75 100
2
10
18
8
92
12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps
Which technologies are in the room today?
Technology
0 25 50 75 100
2
10
18
8
92
12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps
Which technologies are in the room today?
Technology
0 25 50 75 100
2
10
18
8
92
12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps
Which technologies are in the room today?
Technology
0 25 50 75 100
2
10
18
8
92
12Data ManagementWeb AnalyticsWeb DiagnosticsPersonalisationAB TestingOn site apps
Get the right skills in house
Businesses used to have a head of electricity...
Building an organisation for the future
Development
Development Digital Marketing
Building an organisation for the future
Development
Acquisition
Merchandising
Retention
Building an organisation for the future
Development
Acquisition
Merchandising
Retention
Analyst / Data Scientist
Agency
Building an organisation for the future
the shortage in data scientists by 2017
190K
New skills are in demand
Collect the right data
Visitor behaviour has changed; traditional tools don’t work
Then: The purchase funnel Now: The costumer decision journey
Awareness
Familiarity
Consideration
Purchase
Loyalty
Evaluate
Commit
Experience
Consider Buy
Interest trigger
Decision trigger
More advanced models are now required
Quantitative dataUniversal Variable structures all the data from each page
Your products are hard to find
< navigation >
< description >
< price >
< image > < colour >
Qualitative dataVisitor Opinion gathers useful insight
as people leave the page
Act on your insights
The average US customer coming to a UK website is worth over three times as much as a UK customer to your business
Visitors arriving at lunchtime are 33% more likely to purchase than at other times of the day
The worst day to have a sale is Wednesday on a morning
The average UK Safari spends roughly £30 more on technology per purchase than Firefox, Chrome and Internet Explorer users.
Chrome users are the most prices sensitive - they’re 7% more likely to complain about price!
Be able to deliver
A new means of delivery, led by the marketer
A presentation layerDiscovering insights, delivering content, offers and widgets to your site; through your browser
CMS
A data layerTag Management deploys your technologies and aligns your data
Website
It can help your business work more efficiently
Development
Analyst / Data Scientist
Agency
Merchandising
Optimisation
Retention
Test, measure and evolve
A need for constant measurement
Summary
1. Choose the right mix of technologies
2. Get the right skills in house
3. Collect the right data
4. Act on your insights
5. Be able to deliver
6. Test, measure and evolve
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Case studies
@thegrahamcooke#forrforum
13% conversion uplift For Childrensalon
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Visitors from key strategic markets, identified by geolocation.
For each of the target markets, a message layer was created in the visitor’s native language, asking whether they would like to ‘live chat’ with a customer services representative.
7% conversion uplift For Crew Clothing
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New visitors encountering the brand for the first time.
Three layers designed to increase brand engagement; email sign-up, free delivery and customer service promise.
33% conversion uplift For Stylistpick
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New users on their first pageview.
Three message layers were created to encourage email sign up, offer free delivery and reinforce the customer service promise.
7.3% conversion uplift For FCUK
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All visitors entering on paid and natural search
A simple message encouraging this segment to buy and experiment with FCUK products.
Closing thought
@thegrahamcooke#forrforum
Ecommerce begins
The world is going back to being personal!
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web 3.0
Village store Super stores Experiential
The high street The personal web
1915 2015
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Thanks
@thegrahamcooke#forrforum