Whilst you read this, another potential customer abandoned a purchase on your (Drupal) web site, never to return. Truth is that all web shops lose more customers than they should. Fortunately, it needn't be that way. But which formulas lead to success? Indeed how do you define success and how is it measured? How do I convince my client it's worth pursuing? Can I address conversion and retention concerns with existing software features? Citing real life examples I will reveal how to achieve the full potential of your e-commerce sites with Drupal. Learn how to: · Tightly integrate your software and Drupal without IT · Use dashboards to make solid, informed marketing decisions · Deploy multi-channel marketing automation to invigorate your sales · Design campaigns to engage and nurture comparison shoppers · Convert more abandoners · Turn failure to opportunity · Extend customer lifetime with personalisation

1. #wwv12pj

2. Paul Johnson Head of Development Social Media Lead – @DrupalCon Europe Twitter: @pdjohnson ask questions! Hashtag: #wwv12pj Email: [email_address] Web: livelinkNewMedia.com

4. What is it? Why do I need one? Identifying failure What can I do about it? Typical implementation Proof, it works! Questions The Revenue Engine

5. Multi-channel marketing platform Multi-step campaigns Email Text / SMS PDF – Direct Mail

6. Enterprise CMS 1.7% Internet Drupal Commerce Thousands contributed modules

7. Enterprise CMS 1.7% Internet Drupal Commerce Thousands contributed modules FREE!

9. What is The Revenue Engine?

11. Top 1000 internet retailers http://www.listrak.com/Whitepaper/SCAIR1000/

12. Too complex No time Integration challenges Client buy in Cost? Why aren’t they (YOU) doing it?

13. PROVEN TECHNOLOGY

14. PROVEN TECHNOLOGY

15. TIGHT INTEGRATION

16. SIMPLE INSTALLATION EASY! No IT

17. READY IN MINUTES Auto Install No IT

18. TIGHT INTEGRATION DATA! Visitor

19. TIGHT INTEGRATION DATA! Timely Relevant Messages Visitor

20. What does it do? Converts visitors into customers Email Automation Personalised messages Manage abandoners Explode sales Boost loyalty Increase conversion

21. What can we track? User profiling Every purchase Basket contents, age, categories SKU’s Categories – full tree RFM Scoring - Key page visits Checkout state

22. MUST have campaigns Re-engagement Failed registration Registered not bought Abandoned checkout Bought once Upsell, cross sell Profile enrichment Satisfaction Anniversary of purchase

23. BENEFITS Agencies - Keep your clients longer Business – Convert and keep more customers

24. Why The Revenue Engine?

25. 95% Typical Conversion How many visits to conversion? Your site Coupons Email Marketing CPC Social Media

26. 95% Typical Conversion Average 3+ visits to conversion Your site Coupons Email Marketing CPC Social Media

27. 95% Typical Conversion Temptation

28. 95% Typical Conversion Beware the wandering eye Comparison sites Coupons Email Marketing CPC Social Media

29. 66% Site traffic is NEW

30. 66% Site traffic is NEW MOST PEOPLE NEVER RETURN

31. ever experienced that terrible feeling of being abandoned? http://www.listrak.com/Whitepaper/SCAIR1000

32. ever experienced that terrible feeling of being abandoned? http://www.listrak.com/Whitepaper/SCAIR1000 75%

33. ever experienced that terrible feeling of being abandoned? http://www.listrak.com/Whitepaper/SCAIR1000 75% Getting Worse!

34. 95% What’s your conversion rate? ?% Abandon

35. 95% Typical Conversion 5% Abandon

36. 85% Triggered Emails Abandon 15% Conversion rates 2 nd Only to Direct Traffic

37. Identifying failure

38. 5% Where did my visitors go? ?

39. 30% Bounced 5%

40. 30% Bounced 5% Poor landing page? Wrong traffic?

41. 30% Bounced 5% Comparison / Researching

42. 30% Bounced 5% Not in buying cycle Encourage to subscribe Email Social Media RSS Incentivise subscribes Want offers? Coupons VIP Club Exclusive products Early notification Comparison / Researching

43. 30% Bounced 5% Comparison / Researching Site problems

44. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods

45. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods No time to checkout Basket Abandonment What went wrong? Can we help? Comparison shopping? We’ve reserved your goods Time is running out

46. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods No time to checkout Account problems

47. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods No time to checkout Account problems 2 Step signup Grab email first Contact abandoners Failed Login management Auto email with password retrieve link

48. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods No time to checkout Account problems Checkout

49. 30% Bounced 5% Comparison / Researching Site problems Cost – shipping, goods No time to checkout Abandonment Management 3 Steps – increase urgency 15 min Can we help? What went wrong? 1hr Comparison shopping? Differentiate! 24 hr Incentives Coupons Account problems Checkout

50. What can we do about it?

51. Get connected!

52. Main Site Endorsements Minimum Clicks Call to action Get Social! Simple Navigation

53. Checking out One Page Checkout 2 Step Sign up Failed login watch Multiple payment methods One click, we have email Isolated from site

54. One Page Checkout Basket visible Offline Support Address Lookup Multiple Payment

55. Typical implementation

63. Case study

64. ROI

66. BEATS

67. REVENUE SOURCE #1

68. REVENUE BY SOURCE TOTAL REVENUE Search 29%

69. REVENUE BY SOURCE TOTAL REVENUE 13% Search Adwords 29%

70. REVENUE BY SOURCE TOTAL REVENUE 13% Search Adwords 29%

71. Open Rate Typical ecommerce email http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/ 14.9%

72. Abandoned Checkout Management Open Open Open 15 min 1 hour 24 hour 18% 22% 29%

73. Abandoned Checkout Management Bailed Bought Conversion Revenue from failure 214 33

74. CTR Typical ecommerce email http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/ 3.3%

75. CTR CTR CTR Satisfaction Survey Profile Enrichment Purchase Anniversary + 38% 42% 10%

76. Completion 2012 Checkout Conversion Completion 2010 Checkout Conversion 74%

77. ROI 14.8

78. Twitter: @pdjohnson Hashtag: #wwv12pj