"Remarketing: Cómo optimizar tus tasas de conversión." Conoce la presentación de Angela Brohman en Digital Marketing University 2014 en Ciudad de México. Un usuario visita tu website y parece estar interesado en lo que vendes. Pero lamentablemente, se retira sin comprar. Con costos por clic que en México se duplican a cada año, no puedes darte el lujo de desperdiciar conversiones. Las técnicas de remarketing te ayudan a mantener la relación con ese usuario, guiarlo hacia la compra y eventualmente incrementar su ticket. La plataforma de Marketing adecuada te ayuda a implementar tácticas avanzadas de conversión y las compartiremos contigo en esta sesión.

1. BrowseRemarketing:
TurningBrowsersintoBuyers
Angela Brohman
Partner Programs Director
Silverpop, an IBM Company

2. Agenda
• Browse remarketing overview
• UncommonGoods example
• SmartPak examples
• Keys to success

3. "To me, photography is the
simultaneous recognition, in a
fraction of a second, of the
significance of an event as well as
of a precise organization of forms
which give that event its proper
expression.”
Henri Cartier-Bresson
TheDecisive
Moment

4. Becauseactions
speaklouderthanwords.

5. Andtoknowaperson…
watchwhattheydo,
notwhattheysay.
Danny Santagato

6. Behavioral Clues – Tracks that Trigger

7. Likely more than 50 different behaviors…
no
purchase
purchased
attended webinar
downloaded white paper
used rewards
points
requested a demo
browse abandoned
contacted sales rep
large
purchase
created
trial
account
added
to
wish
list
lapsed
customer
visited website
registered
called call center
downloaded white paper
responded to promotional text
returned a product
clicked email
visited store
re-purchased
customer
advocate
freemium user
signed up for text alerts
added to shopping cart
used mobile app
browsed website opted-
in
re-purchased
registered

8. Browse, Form, Process – Sniffing Around

9. Quick Poll
DoYou Deploy Browse
Abandonment Emails?

10. Browse Abandonment: Expressing Interest
Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units

11. Email Remarketing:A Huge RevenueOpportunity
Conversion
Cart Abandonment
- Low volume
- High conversion
Browse & Process
Abandonment
- High volume
- Lower conversion

12. 7%
29%
36%
29%
Do You Deploy Browse
Abandonment Emails?
Yes
No, but plan to in 2010
No, but plan to in 2011
No, no plans
2010 Silverpop survey

13. Example

14. Sample Browse Remarketing Program
UncommonGoods

16. ProspectVisitsTheir “For Him” Pages

17. Visitor is Put Into a Simple Program

18. “For Him” Browse Retargeting Email
2.2% conv. rate vs
1.6% for Broadcast
emails

19. “Kids” and “Office” Retargeting Emails
UncommonGoods now has 8 browse remarketing emails

20. AndThe Monthly Numbers…
Program Open Rate Conversion Rate Number of Emails
Broadcast 18.1% 1.6% 20,400,000
Purchase Confirm -- 2.4% 398,000
Welcome 34.4% 1.4% 149,000
Browse Remarket 41.8% 2.2% 90,000
Cart Abandon 27.9% 23.1% 11,500
SKU Notify -- 23.9% 8,000

21. Sample Browse Abandonment Program
SmartPak Equine

22. SmartPak – Equine Supplements & Supplies

23. SmartPak focuses on key buyer “signals”
• 37.6% Open Rate
• 7.35% CTR
• $0.44 Rev/Email

24. Joint Supplements > supplement finder
Joint Supplements visitor is sent an email
driving them to use SmartPak’s joint
supplement “SmartFlex Finder”

25. Horse supplements > SupplementWizard
Supplements visitor is sent an email
driving them to use Supplement Wizard

26. AbandonWishlist • Encourage subscribers to
update their SmartPak wish
list and/or share with friends
• Potential to pair with birth
date targeting (and timely
email encouraging subscriber
to share list with friends and
family)
• Send reminders around
holidays
• 36% Open rate
• 2% CTR
• $0.73 Rev/Email

27. SupplementWizard

28. Supplement Wizard – Abandoned, Finished Process
• Sent when a
customer receives
their results but
does not add
items to cart or
checkout
• 40.17% Open Rate
• 4.18% CTR
• $0.38 Rev/Email

29. SupplementWizard – Abandoned, Did not get results
• Sent when a
customer starts
theWizard, but
does not get to
the results page
• 44% Open Rate
• 7.61% CTR
• $0.25 Rev/Email

30. Key Best Practices

31. Key Paths to
Purchase
Content that
Educates
Repurpose
existing
content
assets
TestTiming
Deploy a
series Key Best
Practices

32. Key Paths to Purchase
• Identify paths to purchase
– Search pages
– High-end product pages
– Known high-conversion product/information pages

33. Use ContentThat Educates

34. Repurpose Existing ContentAssets

35. Timing
– Start within 24 hours
– Test timing for your situation
– Wait too long, the prospect may have
purchased from a competitor

36. Move to a Series
–Start with a single email
–Then add a second and third email
–Focus on a specific educational aspect or
promotional offer
–Any offers should be presented later in the series

37. Let’s go get those browsers!

38. Angela Brohman
abrohman@us.ibm.com
Gracias! ¿Preguntas?