This document discusses how conversion rate optimization (CRO) is being replaced by customer journey optimization (CJO). It provides a 5-step plan to implement CJO, which includes mapping customer journeys, scoring interactions, identifying key "moments of truth", and optimizing those moments. An example of optimizing a customer's journey on an e-commerce site is shown. The key takeaways are that better customer journeys will lead to more conversions, and the 5-step plan can help companies map and prioritize touchpoints to improve journeys.

1. Conversion Rate
Optimisation is dead
Mapping the future of
Customer Journey
Optimisation

2. What we’ll talk about today
• What’s wrong with CRO?
• What’s the alternative?
• How to make it work: a 5-step plan
• CJO in action
• Key takeaways

3. First, a question

4. Think about your journey to today’s event1
Rate it out of 102

5. You got here...
but your journey could
have been better

6. Today, we’re going
to talk about the
digital equivalent

7. A bit about us

8. Hannah Nakano Stewart
VP Global Marketing
Ky Ismet
Client Services Director
Who we are

9. We make it simple to deliver
customer journeys that convert
200,000 Campaigns
30 billion Interactions
Trusted by 500+ brands
73 million Sales influenced
50 million Carts saved

10. A combination
of data-driven
service and
technology

11. We’ve worked with...

12. ReviewsEmail
Analytics
Affiliates
Integrations and partnerships
to supercharge your stack
Payments
E-commerce platforms

13. 1.
What’s wrong
with CRO?

14. CRO
is good,
right?

15. Sure it is.
But it’s an
oversimplification

16. Goes to
wishlist
Searches
for item
Adds
to cart
Purchase
Goes to
category
page
Browses 5
product
pages
Adds 1
to cart;
abandons
for 2 days
Returns;
purchases
Dwells on
homepage
Searches
for item
Adds to cart;
abandons
for 5 minutes
Returns;
adds
promo code;
purchases
Returning
Visitor
from price
comparison
A new visitor
from incentive /
loyalty
Returning
Customer
from email

17. They all end in conversion
Job done, right?

18. Every customer here seemed
to be happy - they converted
But their journey
wasn’t easy... and they might
never come back.

19. Goes to
category
page
Searches
for item
Adds
to cart
Purchase
Browses
5 product
pages
Returns;
purchases
Dwells on
homepage
Searches
for item
Returns; adds
promo code;
purchases
Adds 1 to cart;
abandons for
2 days
Was unsure
they were
getting the
best deal
Might not
return
Adds to cart;
abandons for
5 minutes
Went
looking
for a promo
code
Goes to
wishlist
Was
disappointed
to see wishlist
empty
Low order
value
Never
comes back
until there’s a
discount
Returning
Visitor
from price
comparison
A new visitor
from incentive /
loyalty
Returning
Customer
from email

20. Only optimising for the
end result means you
lose sight of the journey

21. CRO
Means a focus
on one goal
Means a ‘line of best
fit’ to get there
Can compromise your
customer experience

22. 2.
So, what’s the
alternative?

23. CRO
CJO

24. Customer
Journey
Optimisation

25. “Using a data-driven approach to
improving the whole journey
to get more conversions.”
“
”

26. 71%
Of marketers say CJO
is ‘Very important’
Source: Econsultancy & Adobe CX report 2018
And don’t just take our word for it...

27. 71%
50%
Top performing companies
are more likely to have well-
designed journeys
Source: Econsultancy & Adobe CX report 2018
Of marketers say CJO
is ‘Very important’
And don’t just take our word for it...

28. 71%
50%
22%
Well designed journeys help
businesses exceed goals by
22% vs. 14%
Source: Econsultancy & Adobe CX report 2018
Top performing companies
are more likely to have well-
designed journeys
Of marketers say CJO
is ‘Very important’
And don’t just take our word for it...

29. Source: McKinsey
“Talk to me when
I’m in shopping
mode”
“Remind me of
things I want to
know but might not
be keeping track of.”
“Know me no
matter where I
interact with you.”
“Give me relevant
recommendations I
wouldn’t have
thought of myself.”
Your customers want it too
“Share the value in
a way that’s
meaningful to me”

30. 63%
Of consumers expect brands to know
how they prefer to interact across channels
Yieldify survey of 1000 online shoppers

31. You stop
Focusing on
the conversion

32. You start
Focusing on
the journey

33. Let’s go back to our
customer journeys

34. Not all visitors are created equal...

35. Different segments require
different journeys
First time arriving
on site
Returning
website visitor
Cart abandoner
Returning
customer
B2B customer

36. Goes to
wishlist
Adds
to cart
Purchase
Goes to
category
page
Browses 5
product
pages
Returns;
purchases
Dwells on
homepage
Searches
for item
Adds to cart;
abandons for
5 minutes
Searches
for item
Finds saved
products and
recommendations
based on previous
purchase
Purchases
2 items
Adds 1 to cart;
abandons for
2 days
Shown best-
price
guarantee on
each product
page
Purchases;
entered into
nurture sequence
based on product
choice
Returns; adds
promo code;
purchases
Shares email
address & added
into abandoned
cart sequence
Returning
Visitor
from price
comparison
A new visitor
from incentive /
loyalty
Returning
Customer
from email

37. Optimising the journey
still yields the conversion
by giving your customer
a better experience

38. 3.
How to make it work:
a 5-step plan

39. Like all good journeys,
it starts with a map

40. Take a segment
1

41. Map all the interactions that they have
on their journey with you
2

42. Score those interactions; score the
overall journey
3

43. Identify those moments that will
make the most difference; these are
your Moments of Truth
4

44. Optimise your
Moments of Truth!
5

45. Your main challenges will be:
Overcoming silos Scoring the journey

46. 4.
CJO in action

47. 1. Acquire new customers
2. Increase average order value
3. Reduce site abandonment

48. HEWI customer journey
New visitor arrives,
dwells on page

49. New visitor arrives,
dwells on page
Banner shows this month’s
favourites
HEWI customer journey

50. New visitor arrives,
dwells on page
Banner shows this month’s
favourites
User clicks through to favourites,
and selects a Chanel handbag
HEWI customer journey

51. New visitor arrives,
dwells on page
Banner shows this month’s
favourites
User clicks through to favourites,
and selects a Chanel handbag
After falling inactive, a notification
triggers to direct them to other
products from the same brand
HEWI customer journey

52. New visitor arrives,
dwells on page
Banner shows this month’s
favourites
User clicks through to favourites,
and selects a Chanel handbag
After falling inactive, a notification
triggers to direct them to other
products from the same brand
Browses Chanel category page,
then shows intent to exit
HEWI customer journey

53. New visitor arrives,
dwells on page
Banner shows this month’s
favourites
User clicks through to favourites,
and selects a Chanel handbag
After falling inactive, a notification
triggers to direct them to other
products from the same brand
Browses Chanel category page,
then shows intent to exit
Exit message offers an incentive
for newsletter sign up
HEWI customer journey

54. New visitor arrives,
dwells on page
Banner shows this month’s
favourites
User clicks through to favourites,
and selects a Chanel handbag
After falling inactive, a notification
triggers to direct them to other
products from the same brand
Browses Chanel category page,
then shows intent to exit
Exit message offers an incentive
for newsletter sign up
HEWI customer journey

55. 1. Promote benefits of service
2. Identify the optimal number and sequence of campaigns
3. Drive higher conversion rates with CJO

57. How would this work for you?

58. How do you measure it?

59. 5.
Key takeaways

60. Better journeys means more conversions
Use your 5-step plan to map, prioritise and optimise
CRO has evolved into CJO1
2
3

61. Come visit us at Stand 47
alcoholic ice-cream

62. Thank you!