IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketing Lab
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At the MECLABS Institute Marketing Lab at the Internet Retailer Conference + Exhibition 2015, our research team reviewed hundreds of sales paths on B2C and B2B ecommerce sites — from email and PPC all the way to final purchase. We brought these lessons back from Chicago to share with the greater marketing community in this free Web event. In this Web event, you will learn: ∙ The three most common ways marketers are leaking revenue in their marketing and sales paths ∙ How MECLABS works with companies to optimize their sales paths and maximize marketing ROI ∙ Specific optimization advice for email, PPC and landing pages for your fellow attendees, based on more than 15 years or consumer behavior research
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IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketing Lab
- 1. IRCE 2015 Wrap-Up Top takeaways in ecommerce retail from the MECLABS Marketing Lab
- 2. Today’s Speakers Pamela Jesseau Senior Director, Marketing MECLABS Institute Steve Stone VP, Partner Acquisition MECLABS Institute Spencer Whiting Optimization Strategist MECLABS Institute
- 3. Photo: John Henry Rupe The world's largest ecommerce event
- 4. Photo: John Henry Rupe 600 solution providers
- 5. 214 brand-side executive and industry expert speakers
- 6. and Media Center Official Marketing Lab
- 7. leaders and experts 47 ecommerce business
- 8. sales funnels reviewed 338 marketers helped and
- 10. Customer Service as Differentiator TAKEAWAY #1
- 11. “We really built our brand around service and support” “We’re a small company, but over 60% of our human resources is dedicated to customer service and support” Joseph Jaconi Tech Armor General Manager
- 12. 1. Treat responses to customer reviews as an extension of your brand’s voice 2. Add quality and value to the customer’s life 3. Respond to negative reviews — no matter who they’re from Joseph Jaconi Tech Armor General Manager
- 13. Mobile isn’t just about usability TAKEAWAY #2
- 14. Instead of simply having an efficient search function so shoppers could immediately find and purchase products they already knew they wanted on a site... eBags created a fun way to interact with the products by creating an adaptive mobile experience called eBags Obsession. Gregory Casey Experience Architect UX Designer and eBags
- 19. "...mobile offers a new context of engagement which represents a great opportunity to create unexpected experiences that delight one's customers and increases conversion rates.” Gregory Casey Experience Architect UX Designer and eBags
- 21. The ‘farm to table’ organic produce boxes are almost viewed like gifts on Christmas morning when her customers receive them, part of the e-tailer’s mission – “Joy Delivered.” Cambria Jacobs Door to Door Organics VP of Marketing
- 22. Customers share it on social media, which the online grocery business then amplifies through the right social media channels to serve the right niche to feed the shopper relationship. Cambria Jacobs Door to Door Organics VP of Marketing
- 24. 2013 web sales grew60%
- 25. While cost will always be important, to truly create a sustainably successful ecommerce business you have to understand and serve your unique niche. Gregg Barclay Sparkfun Electronics Video Production
- 27. Customer-First “In a world where consumers have more and more knowledge every day and more and more choice every day, that is the only way you will win.” Alexis Ohanian Co-Founder, Executive Chairman reddit
- 28. Customer-First Science THE MECLABS INSTITUTE APPROACH
- 29. The MECLABS Institute Approach MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace.
- 30. The MECLABS Institute Approach MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace. To accomplish that, we use the scientific method to truly discover why customers say “yes.”
- 31. Example Experiment The Marketer (Company Logic) (Actual MECLABS Experiment) The Customer (Customer Logic) The Marketer (Company Logic) • Customers have become cynical with our sales and marketing tactics…
- 32. Example Experiment The Customer (Customer Logic) (Actual MECLABS Experiment)
- 33. Example Experiment The Marketer (Company Logic) The Customer (Customer Logic) (Actual MECLABS Experiment) 1294% In ROI
- 34. Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business 54%Conversion 21%Conversion 97%Conversion 109%Conversion 31%Conversion 124%Conversion 201%Conversion 29%Conversion 15%Conversion 100%Conversion 21%Conversion137%Conversion 63%Conversion C = 4m + 3v + 2(i-f) - 2a © ec < op < ct < lp © eme = rv(of+ i) – (f + a) © fSC = lT + dT © Opr > Oprn > Ocnn © Discovering How People Make Decisions
- 35. Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business 54%Conversion 21%Conversion 97%Conversion 109%Conversion 31%Conversion 124%Conversion 201%Conversion 29%Conversion 15%Conversion 100%Conversion 21%Conversion137%Conversion 63%Conversion C = 4m + 3v + 2(i-f) - 2a © ec < op < ct < lp © eme = rv(of+ i) – (f + a) © fSC = lT + dT © Opr > Oprn > Ocnn © • 20+ years in the business • 20,000+ sales paths tested • 1,500+ experiments validated in our lab • 10 patented heuristics • 45 hours of classroom education • Upcoming master’s certificate in 2015 and a PhD program by 2017 The Largest Library of Benchmarks & Case Studies
- 36. Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business 54%Conversion 21%Conversion 97%Conversion 109%Conversion 31%Conversion 124%Conversion 201%Conversion 29%Conversion 15%Conversion 100%Conversion 21%Conversion137%Conversion 63%Conversion C = 4m + 3v + 2(i-f) - 2a © ec < op < ct < lp © eme = rv(of+ i) – (f + a) © fSC = lT + dT © Opr > Oprn > Ocnn © The Largest Library of Benchmarks & Case Studies Research ResearchResearch
- 37. The MECLABS Institute Approach MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace. To accomplish that, we use the scientific method to truly discover why customers say “yes.” We then help companies align themselves and their products to the customer’s desires.
- 38. The MECLABS Institute Approach MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace. To accomplish that, we use the scientific method to truly discover why customers say “yes.” We then help companies align themselves and their products to the customer’s desires. • We can identify market opportunities with an in-depth brand trust research study. • We can find and fix revenue leaks in your funnel through thought-sequence optimization. • We can attract, transform, and retain your marketing team with inspiration and education. • We work across all platforms: desktop, tablet, phone and mobile apps… • We work across all digital channels: email, social, website, search, etc… • We work across every stage in the customer lifecycle.
- 39. (Actual MECLABS Experiment) 1294% In ROI Example Experiment
- 40. (Actual MECLABS Experiment) 1294% In ROI Example Experiment 257% 28% The Customer (Customer Logic) 603% 302% 451% (Why Customers said “Yes”)
- 41. 1294% In ROI 257% 28% The Customer (Customer Logic) 603% 302% 451% Transferred Offline Direct Mail TV Billboards Call Center Example Experiment (Actual MECLABS Experiment)
- 42. How to learn more about Research Partnerships • Email spencer.whiting@meclabs.com • Visit MECLABS.com/Partnerships • Fill out the post-webcast survey
- 43. Live Optimization AUDIENCE LANDING PAGES
- 50. How to learn more about Research Partnerships • Email spencer.whiting@meclabs.com • Visit MECLABS.com/Partnerships • Fill out the post-webcast survey
Hinweis der Redaktion
- 47 interviews with ecommerce business leaders and experts the MarketingSherpa team recorded over three days at the Internet Retailer Conference and Exhibition
- For ecommerce leaders we talked to, customer service was crucial to their success. And for good reason. Never before has the customer been more empowered.
- For companies that sell on marketplaces – like Amazon, eBay, or Newegg – negative customer reviews will kill sales.
- eBags introduced gamification into the mobile experience for customers shopping for purses.
- They were looking for an experience.
- They were looking for an experience.
- They were looking for an experience.
- They were looking for an experience.
- Truly seek to understand what type of experience your customers want on mobile device versus a desktop. Sometimes that means re-creating the in-store physical experience. In so doing, look past usability solely focused on getting that immediate conversion and discover what really matters to your customers.
- They made videos to connect with their ideal customers – “makers.” They are product tutorials/demos, but they're fun and they highlight company emloyees who are just like their customers.
- Context Customers have become cynical. They don’t trust us. That’s partly why social media and things like the customer ratings on Amazon have grown so popular so quickly. Additionally, the world is changing. Everything is going digital. Our vision Given this backdrop, we think gaining customer trust honestly is good business. So our vision is to help put the customer in the center. In marketing, that means letting them decide primarily through their behavior the experience and the value they will pay for. In this context, digital is a living lab for learning what customers want. Our vision is for every company to use this customer imperative to start a never ending journey of continuous discovery, founded in science and digital, dedicated to truth, and available everywhere.
- Context Customers have become cynical. They don’t trust us. That’s partly why social media and things like the customer ratings on Amazon have grown so popular so quickly. Additionally, the world is changing. Everything is going digital. Our vision Given this backdrop, we think gaining customer trust honestly is good business. So our vision is to help put the customer in the center. In marketing, that means letting them decide primarily through their behavior the experience and the value they will pay for. In this context, digital is a living lab for learning what customers want. Our vision is for every company to use this customer imperative to start a never ending journey of continuous discovery, founded in science and digital, dedicated to truth, and available everywhere.
- By tapping into customer logic “why people say yes” to infoUSA, the company was able to achieve a 1294% ROI on their investment with MECLABS
- We’ve been dedicated to how people make choices for over 25 years.
- Who we are, and why we’re different Today, most people know us through our MarketingSherpa brand, where we are interviewing hundreds of marketing innovators each year and freely publishing the equivalent of four business books worth of independent marketing case studies. We’ve also received in-depth, completed surveys from over 52k marketers just since 2008. And we lecture at our own event and at leading universities like Harvard and Oxford and at premier industry events, including Dreamforce, the DMA, the AMA, the IRCE, etc. We bring into our labs this knowledge of what’s really working in the world of marketing and use that and other knowledge from secondary sources to develop hypotheses on behalf of global brands and conduct real-world, large scale experiments to improve conversion in digital funnels. Through this large library of knowledge, we have recognized patterns across industries that enable us to patent 10 heuristics, which is just a fancy name for a thinking tool, and develop 45 hours of class room education, including over a hundred homework assignments so that your team can receive the deep understanding of these proven customer-first principles. We’ll be developing a master’s certificate later this year with the University of Florida and a PhD in 2017.
- Who we are, and why we’re different Today, most people know us through our MarketingSherpa brand, where we are interviewing hundreds of marketing innovators each year and freely publishing the equivalent of four business books worth of independent marketing case studies. We’ve also received in-depth, completed surveys from over 52k marketers just since 2008. And we lecture at our own event and at leading universities like Harvard and Oxford and at premier industry events, including Dreamforce, the DMA, the AMA, the IRCE, etc. We bring into our labs this knowledge of what’s really working in the world of marketing and use that and other knowledge from secondary sources to develop hypotheses on behalf of global brands and conduct real-world, large scale experiments to improve conversion in digital funnels. Through this large library of knowledge, we have recognized patterns across industries that enable us to patent 10 heuristics, which is just a fancy name for a thinking tool, and develop 45 hours of class room education, including over a hundred homework assignments so that your team can receive the deep understanding of these proven customer-first principles. We’ll be developing a master’s certificate later this year with the University of Florida and a PhD in 2017.
- How All This Research (Really) Pays Off Once we’ve determined what really makes your customers say yes, we can apply that knowledge all over the business and see major results… Ultimately, we’re aligning the business to the customer’s desires.
- How All This Research (Really) Pays Off Once we’ve determined what really makes your customers say yes, we can apply that knowledge all over the business and see major results… Ultimately, we’re aligning the business to the customer’s desires.
- How All This Research (Really) Pays Off Once we’ve determined what really makes your customers say yes, we can apply that knowledge all over the business and see major results… Ultimately, we’re aligning the business to the customer’s desires.
- Melanie BLINQ
- Melanie BLINQ
- Keith netapp
- Titus Hubert Company, LLC
- Marlene HeadCount
- Marlene HeadCount