The focus, now more than ever, is on the customer and combining A/B testing and personalization will create a better experience. 2 key digital strategies that will impact eCommerce retailers in 2016 and beyond.

1. YEAR OF THE
2 KEY DIGITAL STRATEGIES
CUSTOMER
2016

2. HI.I’m Craig – @smallfarmdesign

3. IS YOUR CURRENT
EXPERIENCE SUPERIOR
?

4. 80%
Companies believe they
provide a superior experience

5. 8%
Customers who agree

6. 80%
8%
THE EXPERIENCE GAP
Companies believe they
provide a superior experience
Customers who agree

7. “”In 2016, CX will be among the
top 10 critical success factors
determining who will win and
who will fail in the age of the
customer.
Forrester

8. 2 DIGITAL STRATEGIES

9. 2 DIGITAL STRATEGIES
BETTER A/B TESTING1

10. STOP THROWING
TO SEE WHAT STICKS

11. GATHER DATA

12. GATHER DATA
CREATE HYPOTHESES

13. GATHER DATA
CREATE HYPOTHESES
RUN TESTS

14. GATHER DATA
CREATE HYPOTHESES
RUN TESTS
ANALYZE & REPEAT

15. 2 DIGITAL STRATEGIES
PERSONALIZED EXPERIENCES2

16. “”Consumers will expect to have
more relevant content and will
also expect brands to know
more about them in the course
of their interactions.
John Arnold

17. “”Marketers agree that their
organization’s growth
ultimately depends on
personalization and better
customer knowledge
IBM Commerce Report

18. Hmm,

19. “”Only 31% of marketers say
they use customer data to
provide better experiences

20. “”Only 16% of marketers feel
that their organizations are
delivering customer
experiences that fulfill their
brand promises

21. “”5% of marketers say they have
mastered the ability to predict
the customer journey and truly
understand which actions will
derive maximum value

22. “”Only 3% of marketers said
they were realizing the full
revenue potential of their
customers

23. WTF?

24. HOW WE GOT STARTED

25. HOW WE GOT STARTED
PICK SOMETHING1

26. HOW WE GOT STARTED
STAY SMALL2
PICK SOMETHING1

27. Logo

28. What Style?
Vera Wang
Logo
Custom (DNA)
Neil Lane
Tolkowsky
What Price?
How To Start?

29. What Style?
Vera Wang
Logo
Custom (DNA)
Vera Wang
Neil Lane
Tolkowsky
What Style?
What Price?
How To Start?
Non-Branded
Custom (DNA)

30. What Style?
Vera Wang
Logo
Custom (DNA)
Vera Wang
Neil Lane
Tolkowsky
What Style?
What Price?
How To Start?
Non-Branded
Custom (DNA)
Customer Exits
Diamond Jewelry

31. What Style?
Vera Wang
Logo
Home
Custom (DNA)
Vera Wang
Neil Lane
Tolkowsky
What Style?
What Price?
How To Start?
Non-Branded
Custom (DNA)
Returning Customer
Customer Exits
Education
Non-Branded
Gallery (PLP)
Brand
Custom (DNA)

32. What Style?
Vera Wang
Logo
Home
Custom (DNA)
Vera Wang
Neil Lane
Tolkowsky
What Style?
What Price?
How To Start?
Non-Branded
Custom (DNA)
Returning Customer
Customer Exits
Education
Non-Branded
Gallery (PLP)
Brand
Custom (DNA)
Customer Enters
SEO /SEM
Diamond Jewelry
Email
Social Retargeting
Diamond Jewelry
Home
Radio / TV

33. HOW WE GOT STARTED
STAY SMALL2
SNOWBALL LEARNINGS3
PICK SOMETHING1

34. WHAT IT MEANS

35. =
HAPPY CUSTOMERS
HAPPY EXECUTIVES

36. QUESTIONS
?
Lemme know– @smallfarmdesign