1. Website Personalisation:
the best way to boost your
conversion rates
Graham Cooke
CEO
graham@qubitproducts.com
Ian McCaig
CMO
ian@qubitproducts.com
Friday, 3 May 13

2. Agenda
-A brief history of personalisation
-Which data should you collect and how should you
collect it
-Discovering useful insights: which segments are you
looking for
-Delivering personalisations
-Personalisations: winning case studies
-Q & A
Friday, 3 May 13

3. 52% agree that ‘the ability
to personalize web content
is fundamental to their
online strategy’
Source: Econsultancy 2013
Friday, 3 May 13

4. Better conversionsIncremental trafficNew markets
Conversion is one of your biggest levers for growth online
Friday, 3 May 13

5. Looking towards the future
5
PERSONALISATION
Retrospectively
METHOD
All users
USER TARGETING CUSTOMISATION
a bvs.
Retrospectively
/ Real time
Segment Rules:
Messaging focus
Retrospectively
/ Real time
Individual
Remembers
preferences
Full integration with
3rd party data
sources such as
SITE WIDE
Test and Deploy
STATE
Rules based
INDIVIDUAL CRM
PERSONALISATION
REAL TIME
/PLUG IN PLAY
Predictive
/ Real time
Individual Offer
Predictive algorithm
makes decision
E.g. Personalised
Friday, 3 May 13

6. Ineffective traffic and conversion strategies drive down ROI
6
Attraction
High investment
in driving traffic,
rising CPA costs
92% of people
don’t buy
On-site
Poor return
on investment
for all involved
Return
Friday, 3 May 13

7. Poll: What kind(s) of
personalisation, if any, are
you doing at the moment?
-Re-marketing
-Product recommendations
-Rules-based site personalization
-Individual personalization
-Basket abandonment
Friday, 3 May 13

8. A brief history of
personalisation
Friday, 3 May 13

9. Consumers have got used to great experiences
Friday, 3 May 13

10. They are empowered!
Friday, 3 May 13

11. Facebook/Google/
Apple generation
Innovative companies are designed with today’s customer in mind
Friday, 3 May 13

12. Creating new a heart
around digital
Facebook/Google/
Apple generation
Innovative companies are designed with today’s customer in mind
Friday, 3 May 13

13. Data drivenCreating new a heart
around digital
Facebook/Google/
Apple generation
Innovative companies are designed with today’s customer in mind
Friday, 3 May 13

14. They know one size doesn’t fit all
Friday, 3 May 13

15. What’s the solution?
Friday, 3 May 13

16. Key
products
Best
seller
Special
offer
Latest
stock
Personalisation has existed for a long time
Friday, 3 May 13

17. Website personalisation is more than recommendations
17
Recommendations
Friday, 3 May 13

18. Website personalisation is more than recommendations
17
Theme and layout Recommendations
Friday, 3 May 13

19. Website personalisation is more than recommendations
17
Messaging
Theme and layout Recommendations
Friday, 3 May 13

20. Website personalisation is more than recommendations
17
Messaging Offers
Theme and layout Recommendations
Friday, 3 May 13

21. Website personalisation is more than recommendations
17
Messaging Offers Announcements
Theme and layout Recommendations
Friday, 3 May 13

22. Website personalisation is more than recommendations
17
Messaging Offers Announcements
Theme and layout Recommendations Widgets
Friday, 3 May 13

23. For all the different types of people who visit your site...
18
Basket cases
People who put things
in their basket and
don’t buy
Lost souls
On site search users
who never find what
they're looking for
First timers
New users in need
of brand reassurance
before they engage
Careful spenders
People who leave long
gaps between making
purchases
Friday, 3 May 13

24. ...And for all the different technologies too
19
Recommendations
Live helpMerchandising
Reviews Retargeting
Friday, 3 May 13

25. Modern businesses
should be able to enjoy 10%
conversion rates
Friday, 3 May 13

26. How can you personalise?
Friday, 3 May 13

27. Poll: What are your biggest
challenges with
personalisation?
-Bad data
-Lack of resources/expertise
-Technology not delivering ROI
-IT roadblocks
-Privacy laws
Friday, 3 May 13

28. 72% agree they
‘understand
importance of
personalisation,
but don’t know how to
do it’.
Friday, 3 May 13

29. To what extent do you
regard the following as
barriers
to adopting or
improving website
personalisation?
Friday, 3 May 13

30. Leverage data and expertise to create personalised content
and recommendation strategies
25
Revenue
Less valuable products
Top
performers
Medium
performers
Low
performers
Expert
curation
Automated
recommendation
User
selection
Friday, 3 May 13

31. Effective personalisation
needs to drive a
business revolution
Friday, 3 May 13

32. Choose the right mix
of technologies
Friday, 3 May 13

33. Poll: What kind(s) of
technology are you using?
-Tag management
-Web analytics
-Web diagnostics
-AB testing
-On site apps
Friday, 3 May 13

34. At a recent talk we saw these results
Technology
0 25 50 75 100
2
10
18
8
92
12
Tag Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
Friday, 3 May 13

35. The fundamental personalisation steps
Collect the
right data
Find
insights
Personalise
content
Test,
measure
and
evolve
Friday, 3 May 13

36. Get the right skills in house
Friday, 3 May 13

37. Businesses used to have a head of electricity...
Friday, 3 May 13

38. Building an organisation for the future
Development
Friday, 3 May 13

39. Development
Digital
Marketing
Building an organisation for the future
Friday, 3 May 13

40. Development
Acquisition
Merchandising
Retention
Building an organisation for the future
Friday, 3 May 13

41. Development
Acquisition
Merchandising
Retention
Analyst /
Data Scientist
Agency
Building an organisation for the future
Friday, 3 May 13

42. the shortage in data scientists by
2017
190K
New skills are in demand
Friday, 3 May 13

43. What data should
you collect?
Friday, 3 May 13

44. Visitor behaviour has changed; traditional tools don’t work
Then: The purchase Now: The costumer
decision journey
Awareness
Familiarity
Consideration
Purchase
Loyalty
Evaluate
Commit
Experience
Consider Buy
Interest
trigger
Decision
trigger
Friday, 3 May 13

45. More advanced models are now required
Quantitative data
Universal Variable structures
all the data from each page
Your products
are hard to
find
<
<
description
>
<
price
>
<
image
>
<
colour
>
Qualitative data
Visitor Opinion gathers
useful insight
Friday, 3 May 13

46. Discovering insights:
which segments are you looking for?
Friday, 3 May 13

47. The average US customer coming to a UK
website is worth over three times as much
as a UK customer to your business
Friday, 3 May 13

48. Visitors arriving at lunchtime are 33%
more likely to purchase than at other
times of the day
The worst day to have a sale
is Wednesday on a morning
Friday, 3 May 13

49. The average UK Safari user spends roughly
£30 more on technology per purchase
than Firefox, Chrome and
Internet Explorer users.
Chrome users are the most price
sensitive - they’re 7% more likely
to complain about price!
Friday, 3 May 13

50. Delivering personalisations
Friday, 3 May 13

51. A new means of delivery, led by the marketer
A presentation layer
Discovering insights,
delivering content, offers and
widgets to your site; through
your browser
CMS
A data layer
Tag Management deploys
your technologies and
aligns your data
Website
Friday, 3 May 13

52. It can help your business work more efficiently
Development
Analyst /
Data Scientist
Agency
Merchandising
Optimisation
Retention
Friday, 3 May 13

53. Test, measure and evolve
Friday, 3 May 13

54. A need for constant measurement
Friday, 3 May 13

55. Worked example
Friday, 3 May 13

56. 51
French Connection
Friday, 3 May 13

57. 52
Behavioural data
Friday, 3 May 13

58. 53
Insight
Paid and natural search had low conversions and complained about price
Friday, 3 May 13

59. 54
Content
An on-page message layer
A simple message
encouraging this segment
to buy and experiment with
FCUK products.
Friday, 3 May 13

60. 55
Execution
The message was served to all visitors on paid and natural search
Friday, 3 May 13

61. 56
Performance
7.3%conversion uplift
Friday, 3 May 13

62. 57
Single workflow
Behavioural data Insight Content Execution Performance
Single workflow
two weeks
Friday, 3 May 13

63. Case studies
Friday, 3 May 13

64. 13% conversion uplift
For Childrensalon
59
Visitors from key strategic
markets, identified by
geolocation.
For each of the target
markets,
a message layer was
created
in the visitor’s native
language, asking whether
they would like
to ‘live chat’ with a
customer services
representative.
Friday, 3 May 13

65. 7% conversion uplift
For Crew Clothing
60
New visitors
encountering
the brand for the first
time.
Three layers designed
to increase brand
engagement; email sign-
up, free delivery and
customer service
promise.
Friday, 3 May 13

66. 33% conversion uplift
For Stylistpick
61
New users on their
first pageview.
Three message layers were
created to encourage email
sign up, offer free delivery
and reinforce the customer
service promise.
Friday, 3 May 13

67. Closing thought
Friday, 3 May 13

68. Ecommerce
begins
The world is going back to being personal!
63
web
3.0
Village store Super stores Experiential
The high street The personal
web
1915 2015
Friday, 3 May 13

69. Be the first to get our personalisation research
64
Whitepaper:
bit.ly/quresearch
Next webinar:
bit.ly/quwebinar
www.qubitproducts.com
Friday, 3 May 13

70. Thanks
Graham Cooke
CEO
graham@qubitproducts.com
Ian McCaig
CMO
ian@qubitproducts.com
Friday, 3 May 13

71. Q&A
Friday, 3 May 13