This document discusses how to humanize the online purchase journey. It recommends segmenting customers and personalizing communications at different stages of the journey, including account creation, abandoned carts, transactions, and post-purchase. Specific tactics mentioned include saying thank you, gaining customer knowledge, and treating customers differently based on their history. Data and testing are important to refine personalization over time. The goal is to build long-term customer relationships through personalized, valuable experiences.
Getting the Most From Magento With Acquisition, Conversion, Retention
1. Acquisition, Conversion and Retention
Getting the Most Out of Your Magento Website
!
!
!
Tuesday, 8th July 2014 from 8.30 AM – 1.00 PM
!
The Hive, 51 Lever Street, Manchester, M1 1FN
2. The Online Marketing People
Talk To Us:
Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD
3. Making Magento work with Online
Marketing
Little Greene Case Study
• Overview of frontend features and potential SEO pitfalls
• Overview of backend features and potential SEO pitfalls
• Other Marketing Tools for your armoury
• Where they were
• What we did
• The results
4. The Most Popular eCommerce
Software with over 25% Market Share
• Free Community Edition
• Licenced Enterprise Edition
• Discontinued Go Edition
10. SEO Considerations:
• Category URLs are not SEO friendly
• Category name and H1 are the same field
• Duplicate content
• Pagination
• Layered Navigation
• Category Structure
11.
12. SEO Considerations:
• Product URLs are not SEO friendly
• Product name and H1 are the same field
• Duplicate content
• URL structure
16. Schema.org/Microformats
Schema needs to be built into the Magento Theme.
Social Meta Data
Social Meta Data needs to be built into the Magento Theme.
• Open Graph
• Twitter Cards
• Etc..
Response Theme Available on Latest Versions
Reduced time/cost of development to meet the needs of mobile users
19. Robots.txt:
• Prevent Indexation of search result pages from your site
Disallow: /catalogsearch/
Resources:
Robots.txt file templates suitable for most standard configurations
http://inchoo.net/ecommerce/ultimate-magento-robots-txt-file-examples/
20.
21.
22. Resources:
Guide to setting up analytics funnel tracking
http://www.thepixel.com/google-analytics-funnel-tracking-for-magento-one-page-checkout
23.
24. Remarketing, Retargeting and Affiliate
Remarketing, Retargeting and Affiliate Tracking Code can be implemented
rapidly.
26. • Challenger brand, competing with much larger businesses
• £5m turnover
• 46 people
• Less than £50k p.a. through the website
• A “company with a website”
Understanding the client
28. • 10% year on year growth in sales
• Improve brand awareness
• Work as one team with offline marketing and PR
• Holistic strategy across online and offline
• Build requests for colour cards
• QR codes, mobile microsite
Targets and strategy
30. 1 Improve SEO visibility
2 Develop and implement a PPC strategy
3 Social Media
Implementation
31. • Campaign to engage with specifically targeted bloggers and
interior designers
• Eames Chair: prize picked specifically for the target bloggers
• Competition page visited 491 times
• High quality blog posts submitted as entries generated 68
referrals to the website
Improve SEO visibility - example
32. • Keyword research
• Ad creation and testing
Develop and implement a PPC strategy
• Ad extensions
• Remarketing
33. • Mothers Day campaign
• Win vouchers to spend on Little
Greene’s site
• Targeted at fans of the brand
• Promoted the competition using
social advertising
• 8.36% engagement rate
Paid Social Media - example
35. • Developed a European website in Euros
• Strong market already in France
• Opened the door to new markets in Russia
European Roll-out
“We like to still see ourselves as a niche
business, but our increasing market share means
we’ve achieved a huge growth in status and
become one of the biggest players in the high-
end paint and decorating industry”.
41. • Thorough keyword research
• What are the key terms?
• Thematic sitemap identifies the key pages
• Each page has a purpose and key word targets
• Fully optimise the site for relevant, well searched terms
Technical SEO/ Site Optimisation
42. • Removal of poor backlinks if necessary
• Earning Quality backlinks
• Content Strategy
• Social Media Connectedness
• Conversion Rate Optimisation
Ongoing SEO to acquire new business
44. • Thorough keyword research
• Clear key terms
• Measure, test, adjust, measure and test again
• Small gains add up to large amounts
How we get results in PPC
45. Any questions?
Thank you for your time…
Talk To Us:
Web - www.PushON.co.uk Tel - +44 (0) 844 967 0565 Twitter - @PushONLTD
49. Assumptions
• Speed = 10% of your google quality score
• Your homepage loads at + 3 secs (in our case up to 9!)
• You spend £300,000 per month on ppc
ROI Calculation
• PPC will cost at least 10% more = c.£320,000 per year in
overspend.
• -.5 loss in google page rank will cost significantly more.
52. Use a Speed tool
• Millions of free tools
• http://tools.pingdom.com/
• We are launching our own
Speed tool – including
SEO impact
53. What makes Magento faster?
• The right SQL database
• Caching with Varnish
• NginX instead of Apache
• HipHop HV
• High quality code
• Hire a great Systems Integrator – makes all the
difference!
• Lose the legacy tags… (GTM)
• Google Page Speed
54. What makes you faster?
• Host close to your customers
• Host on a fast fibre network
• Use a Content Delivery Network
• Think about Net Neutrality
55. Our Focus
• We support faster page load times
• Optimised Magento makes us the “go-to” provider
• Our partners are the UK’s leading eCommerce implementers
• We partner with the plugin ecosystem also
• We are PCI Compliant
• Our commitment goes beyond technology, hence our event programs
57. In Summary
• Don’t stay in denial…
• You can’t do it alone…
• It’s not a one night stand…
58. Increase Conversion and Boost Revenues with
Personalized Recommendations
Isaac Moshe, UK Managing Director
!
Manchester
Tuesday, 8th July
59. Nosto enables online retailers to deliver customers a
personalized shopping experience…
!
…increasing conversion, AOV and customer retention.
About Us
60. +1.8 billion personalized recommendations generated
AN INTERNATIONAL LEADER1200+ etailers in over 50 countries
61. Impact of Personalized Recommendations
Objectives Nosto performance
Reduce Bounce Rate +213%
Customers who clicked Nosto
recommendations spent 213%
more time on the site
Increase Average Order Value +24%
Customers who clicked Nosto
recommendations have 24% higher
Average Order Value
Boost Conversion Rate +66%
Customers who clicked Nosto
recommendations converted
66% better
62. Today’s Talk
The State of E-commerce Right now
A Proven Solution
Typical E-commerce journey
The Good, The Bad and The Ugly
Q&A
The State of E-commerce Right now :
The Growing Problem of Conversion
A Proven Solution :
Personalized Recommendations
The Good, The Bad and The Ugly :
Examples of best practices
Typical E-commerce User Journey :
Which Recommendations work best at each stage in conversion funnel
Q&A
125. Personalizing the customer journey
Pinky
Board
404
Surfboards
Cart
Page
Search
Page
Search and visited
items
!
Search and
purchased items
Recommend
Hottest Items
of the moment
!
Personalize
Content
right down to
individual
recipient
Top List
within the
category
!
Pro Tip:
Filter by brand,
price point or
other tags
Top List:
Most Popular
Right Now
Top List
showcasing store
offering
!
Personalized
Recommendations
Cart
Related items
!
Personalized
Recommendations
Cross-selling
Up-selling
!
Pro Tip:
Filter by relative
price point to
increase AOV
Cart
Page
Home
Page
Category
Page
Product
Page
Search
Page
Error
Page
E-mail
127. How Can I Help you Today?
How to Humanise the Purchase Journey
128. 1
0
Join the discussion : @dotMailer @Magento #Humanize
• Global Email Service Provider
• eCommerce pedigree
• Automation for online retail
Who are dotMailer?
129. The growth of online
8%
Overall
$370b
Online Sales
2017
$231b
Online Sales
10%
Overall
2012
Source: Forrester
Join the discussion : @dotMailer @Magento #Humanize
131. • A customer experience
• A brand opportunity
• A chance to connect
Shopping is…
5Join the discussion : @dotMailer @Magento #Humanize
132. Seize the opportunity online – The Online Purchase Journey
Source: dotMailer Internal
Join the discussion : @dotMailer @Magento #Humanize
• Account Registration / Welcome Programmes
• Abandoned Browser / Lost Basket Emails
• Transactional Emails / Post Purchase Feedback
• Retargeting / Re-engagement / Replenishment
133. Account Creation and Welcome Programmes
33% If someone says hi
don’t ignore them!
67% open rate
and 33% CTR
from welcome
messages
Source: dotMailer Internal
Join the discussion : @dotMailer @Magento #Humanize
• Recreate the offline experience
• Always say thank-you!
• Educate consumer about your brand
• Give opportunities to further interact
134. Browse and Cart Abandonment
Source: dotMailer Internal
Join the discussion : @dotMailer @Magento #Humanize
• Send within the hour
• Make sure email is mobile optimised
• Include customer service details
• Use product recommendations
• Test
29%
If someone adds
products to their basket
and drops it, help them!
Sales recaptured
through a three
step abandoned
cart program
135. Transactional & Post Purchase Feedback
Source: dotMailer Internal
Join the discussion : @dotMailer @Magento #Humanize
• Again, remember to say thanks!
• Build personality of brand
• Gain knowledge
• Cross sell but make sure you add value
14%
If someone places an
order, say thank you –
encourage them to
come back
Winback with a promo
code sent during
order confirmation
136. Retargeting, Re-engagement and Replenishment
Source: dotMailer Internal
Join the discussion : @dotMailer @Magento #Humanize
• Data & segmentation is key
• Harness information from Magento
• Proactively approach your customers
• Treat customers differently to subscribers
67%
Use the information
you already have to
estimate when
customers will return
Repeat customers
spend, on average,
67% more than new
customers
137. • People like talking about themselves!
• Act on behaviour not just answers
• Service & Satisfaction
• Make it useful
Questions, Questions, Behaviour?
Join the discussion : @dotMailer @Magento #Humanize
138. • Treat people differently
• Friends, Family & Strangers
• Tailor the experience
• Make people feel special
Personalisation
Join the discussion : @dotMailer @Magento #Humanize
139. • Stand out from the crowd
• Consider your persona
• Always add value & build trust
ROR – Return on Relationship
Join the discussion : @dotMailer @Magento #Humanize
140. A 5% increase in retention yields
profit increases of 25 to 100%.
Repeat customers spend, on average,
67% more than new customers
Source: Bain and Company
Join the discussion : @dotMailer @Magento #Humanize
141. • The dotMailer way
• Time and Resource – 2 biggest excuses
• Time to Test
• Optimization
Think Big, Start Small, Scale Quickly
Join the discussion : @dotMailer @Magento #Humanize
142. 1. Welcome
• Sign-up Vs Account? Multi Step, Branched?
2. Abandoned cart
• Customers Vs Guests, Top Customers
3. Post purchase
• New purchasers Vs Veterans,
• Dynamic Content & Seasonal Imagery
Takeaways
Join the discussion : @dotMailer @Magento #Humanize
143. “Historically, our number-one growth driver has
been from repeat customers and word of mouth”
Tony Hsieh, Zappos
Join the discussion : @dotMailer @Magento #Humanize