Five New Innovations That Boost eCommerce Results
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The document summarizes five new innovations that can boost eCommerce results: 1) DMARC email security standard locks down IP addresses to prevent spoofing and phishing, giving deliverability feedback; 2) Engagement engines build usage profiles in real-time and trigger targeted campaigns to shape user behavior; 3) Twitter Cards provide a rich media format for tweets to boost mobile downloads and click-through rates; 4) A/B testing in email allows testing new site features or layouts more quickly; 5) Geoconquesting uses geo-targeted mobile ads triggered when customers visit competitors to drive higher click-through rates than targeting own stores. Implementing these innovations could lead to boosts in metrics like active users, sharing, purchases
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Five New Innovations That Boost eCommerce Results
- 1. Q2 Client Update – Five New Innovations That Boost eCommerce Results Branding Brand Customer Summit Sept 10th, 2013
- 2. Speaker Intro • Hypergrowth Navigator @ Tenth Dimension Design Labs • Review 10-20 new innovations each month to find “curve kinkers” (10-40% boost, <4 weeks to implement) • 55 products launched, many #1 mobile apps for start-ups and F500 co’s • Aka “that trail runner guy”
- 3. Top Innovations for Q2’13 1. DMARC (email security) 2. Mobile Engagement Engines (mobile) 3. Twitter Cards (social) 4. Email A/B Testing (commerce) 5. Geoconquesting (mobile offers)
- 4. #1 – DMARC Email Security
- 5. Email is Booming… 0 10 20 30 1972 1992 2002 2008 2010 2012 Volume of Messages Sent (Trillions) First Email iPhone Hotmail AOL Facebook Gmail iPad SMS Pentium Amazon Web Services Yahoo! Twitter SMTP Defined First PC Em ail (Non Spam ) Text/SMS Tweets Facebook Push 2.8 million/second 88 trillion/year
- 6. …Pressuring Infrastructure Layer Email Targeting Email Delivery What ESP’s Address What Senders and ISP’s Do (ie, was your email “sent” or actually “delivered to user”?)
- 7. What is DMARC? • New e-mail security standard*, now used by 66% of ISP’s • Locks down IP’s (kills spoof/phishing), gives deliverability feedback • Domain-level security (ie, works with existing email systems) *Actually 10 yrs old, but now used by 66% of ISP’s, still pre-ratification of standard sender ISP’s
- 8. DMARC Visibility Global view across organizatio n Immediate boost in deliverability and CTR Identify and isolate reputation risk areas Real-time deliverabilit y feedback
- 9. DMARC Results Bottom line results: • 20%+ boost in e-mail click-through rates (CTR) • Global view across all email vendors • Visibility into phishing/spoofing attempts (and the ability to kill it) • Can be implemented in <1 week
- 10. #2 – Engagement Engines
- 11. Why Are These Services So Addictive?
- 12. Just think of the last app/service that surprised you with how much time it managed to get… …did it send you 10+ e-mails/week and you loved it even MORE? YES.
- 13. Engagement Engines • Builds usage profiles in real-time (“active”, “dormant”, e tc.) • Triggers campaigns as users change profiles to “shape behavior” • Engine = set it and forget it; runs itself
- 14. Each day, customer actions (or lack of) create movement between cohorts… Active Dorman t 2,104 users hit their 10th day of non-use. 390 users who were dormant used the app.
- 15. …triggering targeted campaigns Active Dorman t 2,104 users hit their 10th day of non-use. 390 users who were dormant used the app. Send “what your friends are doing” e- mail Send “check out these new features”
- 16. Example Engagement Engine - Kahuna Live Triggered Campaigns Analysis Projects How to Maximize Engagement Suggested Campaigns
- 17. Engagement Engine Results Bottom line results: • 220%+ increase in mobile active users • 8-17% increase in sharing/virality • 15% boost in purchasing • Time to install – 2 weeks FYI – Larger preso on this concept on SlideShare
- 18. #3 – Twitter Cards
- 19. Twitter Cards • New rich media format for Twitter • “App card” displays all info about mobile app • “Product card” shows price, sizes, etc.
- 20. Twitter Card Results Bottom line results*: • 11% boost in mobile downloads • 14% increase in CTR for products • Time to implement – 4 days * vs non-Card tweet
- 21. #4 – A/B Test in eMail
- 22. A/B Test in Email • New site feature or layout? Test in email first! • Select sample group and control, send e- mail, measure • Time to A/B test – days, not weeks
- 23. #5 – Geoconquesting (Mobile Ads)
- 24. Geoconquesting • Geo-targeted mobile ad triggered when customer visits competitor location • 28% more CTR than targeting offers to your own stores • Now driving 32% of all geo-targeted ads
- 25. Thank You! See You On The Trails… Scott@10dlabs.com @scott_dunlap Linkedin.com/in/scottdunla p atrailrunnersblog.com
Editor's Notes
- DMARC, which stands for "Domain-based Message Authentication, Reporting & Conformance", is a technical specification created by a group of organizations that want to help reduce the potential for email-based abuse by solving a couple of long-standing operational, deployment, and reporting issues related to email authentication protocols.DMARC standardizes how email receivers perform email authentication using the well-known SPF and DKIM mechanisms. This means that senders will experience consistent authentication results for their messages at AOL, Gmail, Hotmail, Yahoo! and any other email receiver implementing DMARC. We hope this will encourage senders to more broadly authenticate their outbound email which can make email a more reliable way to communicate.
- Here’s an example of what you can do with a DMARC-enabled email infrastructure provider. This one is Message Bus.