See Why Presentation 8 2010

Remarketing Using Email and Social Media with SeeWhy

Introduction
The problem & the opportunity
Case studies & remarketing emails
SeeWhy Conversion Manager
Set up and configuration
SeeWhy Social Conversion
Summary, questions & answers
Agenda
2

About SeeWhy
Featured by
• Founded in 2003, headquartered in Andover, MA
• The only real time shopping cart recovery service to follow
up in real time via email and social networks
• Delivered as a service (SaaS)
• Integrated with leading email service providers & social
networks
• Best practices education
• Primary research in ecommerce
3

Fully automated
Multi-stage campaigns
Real time
Email
SeeWhy services we’ll present today
“2009’s Best of E-
Commerce for Web
Pros”
Real time
Drive $ from fans
Share with fans friends
Social
4

Introduction
Agenda
5

Approximately 70% of conversion processes are
abandoned before reaching the end:
+ Applications
+ Quotes
+ Shopping carts
+ Insurance claims
This causes:
+ Lost revenue
+ Channel switching (such to phone, or mail
which may increase costs for the company)
71%
Industry average
Source: SeeWhy
The problem
6

• 88% of web buyers have
abandoned shopping carts
– 136m US shoppers in ‘09
• Visitors that abandon
shopping carts:
– Spend 17% more online
than those that don’t
– Are 85% more likely to
research online to ensure
they get the best price
Causes and characteristics
7

Top 5: Why visitors abandon shopping carts
8
Potential solutions:
1. Tune the shopping cart process
2. Remarket
None of the top 5 reasons for abandonment can be addressed by
tuning the conversion process
#1 Price #2 Not ready to buy

Real time responses are:
+ Immediate
+ Relevant
+ In sync with customer
The real time imperative
“It’s all about speed here.
The faster you contact the
consumer, your chances are
dramatically increased.”
1 2 3 4 5 6 7 8 9 10
100
90
80
70
60
50
40
30
20
10
Hours
LeadTemperature
After just 1 hour, 90% of ecommerce leads go cold
9

Best practices:
+ ‘Respond immediately. If possible, automate your first
message so that it will be sent out within minutes of the
abandoned order.’
+ Service tone
+ Multi-phase follow ups
+ Offers can generate incremental lift
What’s best practice for shopping carts?
10
“Utilizing an incentive to recapture abandoned carts has
proven to be one of the simplest and most cost-effective
email marketing techniques that we have tested.”

• Study by etailing Group of the etail
500, 5/10
• Average follow up time was 6.1 days
after the shopping cart was
abandoned
• 90% of ecommerce teams that don’t
follow up want to
• Historical barriers to entry
– Lack of understanding (52%)
– Automation is required (57%)
– Too hard
Most brands don’t follow up at all
Yes
16%
No
84%
11

• Getting out of step with the customer
– Any delay between the customer
actions and the trigger = problems
Issues you need to deal with
12
• Returning visitors
– Visitors may return to the website
by many different routes. Unless
you track individual customers
you’ll get out of step
• Your email is no longer relevant
– 90% of ecommerce leads go cold
within one hour. Following up days
late will annoy the customer
• Integration with your email service
– Real time integration with email
engines can be a painful IT project
SeeWhy makes this
simple by integrating
Tracking and Triggering
into one process
SeeWhy makes this
easy by automatically
tracking ALL returning
visitors
SeeWhy triggers
real time follow ups
SeeWhy has already
done this
integration for you

Using Email and Social Media:
+ Real time
+ Fully automated
+ Multi-stage campaigns
The SeeWhy solution
13
Get recovery rates up to
10-30%

For a $20m ecommerce company…
$127,000
/day
$5,000
/hour
$46.6 million
/year
The industry’s best ROI
What’s being left on the table?
Annual ecommerce revenue
(1- Abandonment rate)
- Annual ecommerce revenue
20,000,000
1- 70%
- 20,000,000
= $46.6 million annually
or $127k daily
14
Increase conversion rates with SeeWhy…
Percentage Daily $ Amount Annual $ Amount
10 % $ 12,700 $ 4.66 M
20 % $ 25,400 $ 9.32 M
30 % $ 38,100 $ 13.98 M

Introduction
Agenda
15

Guthy-Renker Proactiv: Three step campaign
• Payback in less than one week
Immediate 23 hrs after 6 days, 23 hours after

Rockler: Single step campaign
“It’s worked really well – right out of the gate
we’re generating 2% of sales from this one
email. I can’t disclose an exact dollar figure for
sales generated, but it is a significant number.”
Jason Bernloehr, E-Commerce Manager, Rockler
• Estimated $1m+ revenue
earner
• Payback in 9 days

Immediate
23 hrs
Multiple follow-ups
6 days,
23 hrs
• Tight connection between onsite
behavior and email is essential
– Simplifies your job dramatically
– Ensures your program is always in step
with the customer
• Intelligent visitor tracking required
>> Multi-stage converts more
Two or more follow-ups work best
+ Cadence varies based on:
+ the site
+ the time sensitivity of the transaction

Email design considerations
>> Max your open rates
• Sender persona
• Ideally use a person not a
dontreply@email.com
• Expect replies
• Read them!
• Make it searchable e.g.
• Gaylord.aaron.bronson@gaylord.com
• Use a personally relevant
subject line
• Use the data to personalize the
content

• Multiple ways to convert
– Easy finish up link
– Phone number
– Email
• Reassurance
– Trials
– Returns
– Warranties
– Testimonials
– Customer reviews
Make it easy to convert
20

Email design tips
21
• Service tone
– Service over sales
• Personal
– Personalized, directly
relevant
• Emotional connection
– With the product abandoned
– With the brand
– With a person
• Strong Call to action
– Return to cart / item button
• Multiple methods of contact
– Phone number
– Email address
– Link to stores locator

+ Three stage follow up campaign
+ Real time
+ ~24 hours later
+ ~7 days later with a promotion
Example campaign performance
Cumulative
conversion
Conversion
per stage
Unsubscribe rate
1 2 3
Lift
Stage Conversion Open Rate Revenue /
Email
1: Real time 14% 70% $11
2: 24 hours 6% 65% $4
3: 7 days 5% 60% $3
Total 25% Average 65% Average $6
A ecommerce company generating $20m in revenues per annum loses $127k
every day due to abandonment
22

Real life performance
23
Customer Segment Market Promotion Recovery
rate
Order
value
1st year recovered
revenues
1 Retail Youth
and Teen
No 9% $50 $6m
2 Retail Middle
aged &
retirees
No 21% $110 $4m
3 Retail All ages Yes 6% $75 $750k
4 Gaming Youth No 13% $7 $250k
5 Software All ages No 37% $35 $1m
Average 17% $55 $2.4m

• Generates $0.75m in
incremental revenues
• 3 stage campaign with
a promotion on #3
• The first few hours
after the
abandonment are
critical
– $700/hour initially
– Falls to $50/hour
after 5 days
Cart recovery campaign performance
24
Hours elapsed after abandonment
Revenuerecoveredperhour
#2 sent here
#3 sent here
#1 sent here

Introduction
Agenda
25

Batch uploadBatch upload;
convert
sessions to
visitors
Email follow
up sent
Campaign
logic applied
Email system
Without real time tracking, it’s complex
Website Batch based integration
Customer
activity here
Triggering
here
Elapsed time
~24 hours later
26
Your webpage
Web analytics
Ecommerce
platform

Multiple follow
ups sent
Email system
The SeeWhy difference makes it easy
Synchronized
customer activity
tracking &
triggering here
Social Networks
Website
&
SeeWhy
27

Conversion Manager makes remarketing easy
Real time
• Immediate first follow up
• Multi stage, send-time optimization
Intelligent
• Automatically tracks returning visitors
• Synchronizes tracking and triggering in one process
Easy
• Simple page tag to place on your site
• Prepackaged integration with Email Services and Social Networks
28

Real time architecture = immediate follow up
Seamless integration with ESP, Social Networks and Ecommerce Platforms
Real time trigger
Real time data
Real time message
In development & planned:
29

Introduction
Agenda
30

Detecting abandonment: Shopping cart
31
7
6
5
3 Intent
Goal / Sale

Email address not captured here but presumably could be.
Funnel Level 3 sent on page load.
7
6
5
3 Intent
Goal / Sale
Start of tracking: Intent shown

Funnel Level 5 sent on page load. Email address captured.
Any abandonment from here on in would trigger a real time email
7
6
5
3 Intent
Goal / Sale
Email address captured

But, if the purchase is made then a Funnel Level 7 is sent.
No email is sent out.
Also automatically stops a current running campaign
7
6
5
3 Intent
Goal / Sale
No email sent: Goal achieved

• Captured live
– Captured on entry of the email address as part of the shopping cart or web
form process
• Account creation / registration / log-in
– Captured on entry of the email address
• Newsletter sign up /other opt-in
– Captured on entry of the email address
• From a Facebook account
– Captured when the visitor logs into their account on your site
• From a cookie
– Stored in a cookie from any previous visit where an email address is
captured
5 ways to capture email addresses
35

Introduction
Agenda
36

• Real time triggered email messages to the visitors' social network
account email address
– Facebook: Either the email address, or a proxy e.g.
proxy@facebook.com
• Top revenue generating message triggers:
1. Abandoned shopping carts reminders
2. Browse based email promotions / following a ‘Like’ but no
purchase
3. ‘Thank you’ promotion following a purchase with a promo code to
share with their network
Social Remarketing Using Facebook ID’s

• What it is
– A simple button to allow visitors to
log in to your site using their
Facebook account
– Rebranding of Facebook Connect
• How it works
– ‘Faces’ show friends who have
already logged in
– Visitors ‘log in’ = sharing their
Facebook credentials with your
site
• Why it matters
– Captures Facebook fans’ email
addresses & more
– Visitors are 200% more likely to
login to your site using their
Facebook account
– Simple to implement
Login with Faces

How 1-to1 social marketing works
Log In
• Triggers a real time message to be sent to the visitor using their Facebook
email address
39

Introduction
Agenda
40

• Deep expertise in remarketing = Highest return
– More experience, with more customers, in more sectors
– Extensive remarketing education program
• Real time technology
– Real time response and multi-stage triggers
– Intelligent visitor tracking ensures you stay in step
• Leverages your environment
– Email Service Provider
– Social networking integration captures visitors on the
homepage
SeeWhy’s formula
41

Resources & questions
Website conversion blog
– http://www.seewhy.com/blog
Visit www.seewhy.com
– To sign up for the Free Abandonment Tracker
– Whitepapers
– Link to webinar recordings
• Shopping cart recovery best practices
• Facebook Social Media Plugins
Email us for:
– Recording of this briefing
– Copies of slides
info@seewhy.com
http://twitter.com/webconversion
42

Conversion Academy: Top 10 Converting Websites
Research report
• Lessons learned from the Top 10
Converting Websites
– Average visitor-to-sale conversion
of 23% (industry average 2-3%)
– What they do differently
– To get your free copy of the report
go to:
http://www.seewhy.com/top-ten-
converting-websites.htm
• Conversion academy recordings on
www.seewhy.com
43

Thank you for your interest!
SeeWhy Inc
300 Brickstone Square,
Andover, MA 01810
Telephone +1 617 502 2077
info@seewhy.com
www.seewhy.com
Blog: www.seewhy.com/blog
Twitter: www.twitter.com/SeeWhyInc
Featured by
44

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