Whether your customers enter your website from Facebook, search, email, display or another inbound marketing channel, your goal is to keep them there and likely get them to complete a conversion goal. This webinar will explore successful tactics online marketers are using to create relevant customer experiences that extend beyond the landing page to the entire website visit and even subsequent visits.
Nathan Richter, Monetate's Strategic Services Director, recently presented during a ClickZ webinar along with Tim Ash from SiteTuners. You can view the entire webinar at http://monetate.com/webinar/inbound-marketing-consistency-maintain-the-scent-trail/
3. how many campaigns we run
21,321
campaigns launched in
2011
...and that doesn t include splits!
@Monetate #inboundwebinar
4. who are your customers?
@Monetate #inboundwebinar
5. the prep
lurks in every segment, of every metric.
Start with high-volume or high-value segments.
Inbound Visitor Profile
Search keyword/term, Visitor brand affinity, prior
search engine, social referrer purchase history, preferences, etc.
Customer Groups Time
Affinity, preferences, When do they visit, when do they
multi-channel, member research
Behavior Geography
Visitor recency, frequency, Geo location of visitor, location of
site interaction nearest store, nearest distribution
center
@Monetate #inboundwebinar
6. personalize the site experience
Customer Profile
Site Content
Keyword
@Monetate #inboundwebinar
7. assessing your opportunity
Resources Available Business Unit Support
• Testing tool(s) • Merchandising
• Platform capabilities • Creative/Design
• People power • IT/Development
• Promotions? • Analytics
@Monetate #inboundwebinar
17. message consistency
Average conversion improvement range 5% to 20% (as high as 100%)
1. Copy 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
2. Images
3. Product
@Monetate #inboundwebinar
19. Free Shipping
On Orders Over $50!
*Details
@Monetate #inboundwebinar
20. Free Shipping
On All Orders - No Minimum
*Details
@Monetate #inboundwebinar
21. promotion promotion
Average conversion improvement range 25% to 40% (as high as 150%)
Free Shipping
1. Natural - lower acquisition cost On All Orders - No Minimum
*Details
2. Paid - part of ROI analysis Free Shipping
On Orders Over $50!
*Details
@Monetate #inboundwebinar
35. understand the buying lifecyle
Not all purchases happen in the same visit.
Expand your message to the relevant buying lifecycle.
Are there transition messages to convey within that process?
@Monetate #inboundwebinar
36. tactics to improve consistency
Message, Image, Merchandise...
Average conversion improvement = 5% to 20%
Product Badging
Up to 55% conversion impact
Promotional Testing
Up to 150% conversion improvement
International / Geo-Target Messaging
Up to 100% conversion impact
Think Beyond the Landing Page
Priceless!
@Monetate #inboundwebinar
37. thank you!
Valuable case studies, eBooks, white papers, webinars,
infographics and more!
monetate.com/resources Email: nrichter@monetate.com
@Monetate #inboundwebinar