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What drives e-commerce marketing success today? MarketingSherpa, thanks to a research grant by Magento, an eBay company, embarked on a nine-month research project to help answer this question. The result is the MarketingSherpa E-commerce Benchmark Study, which addresses 25 core e-commerce questions based on responses from 4,346 marketers. Join us for this special MarketingSherpa webinar, broadcast live from the world’s largest e-commerce event – IRCE 2014 – where marketing thought leaders will discuss key charts from the Benchmark Study, and how e-commerce marketers can use this data to overcome challenges and improve results in their own companies. You’ll learn from three expert marketers as they discuss: • Overall e-commerce conversion rates • Channels that drive significant traffic • Barriers to growth that e-commerce marketers face This webinar is sponsored by Magento. Download your complimentary copy of the MarketingSherpa E-commerce Benchmark Study: MarketingSherpa.com/Ecommerce
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Ask questions and tell us what you learned on Twitter!
#SherpaWebinar
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Live from IRCEKey insights from the MarketingSherpa E-commerce Benchmark Study
Educational funding provided by:
Ask questions and tell us what you learned on Twitter!
#SherpaWebinar
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Speakers
Black & White Headshot
Ben PressleyHead of Worldwide Sales
Magento@BRPressley
Daniel BursteinDirector of Editorial Content
MECLABS @DanielBurstein
Pete PrestipinoWebsite Magazine Editor-in-Chief,
Digital Marketing StrategistWebsite Magazine@peteprestipino
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Related resources
• MarketingSherpa E-commerce Benchmark Study — Made possible by a research grant from Magento
• Marketing Research Chart: Tactics that are seeing a budget increase (and decrease)
• SMB Marketing in 2013: 68% of small businesses to increase marketing budget
• 8 Challenges Undermining Your Marketing Team
• MarketingSherpa.com/IRCE
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• Visit MarketingSherpa.com/IRCE to watch interviews
Join us in the media center! MarketingSherpa.com/IRCE
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Challenge: Conversion rate optimizationHow can e-commerce companies increase conversion rates?
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Most conversion rates fall below 5%.
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Case Study: Test snapshot
Background: Home delivery subscription has multiple delivery options
Goal: To determine if reordering the delivery options would have an effect on the subscription mix and revenue
Research Question: Which order of subscription options will yield the most revenue?
Test Design: A/B/C split test
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High to Low
Low to High
Popularity
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20% increase in revenue per visit Treatment 1 increased revenue per visit by 20%.
Results
Design Revenue per Visit
Price - high to low 0.4
Price - low to high 0.5
Popularity 0.4
Relative Difference 20%
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Challenge: TestingDoes testing marketing campaigns impact conversion?
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The e-commerce companies that
implemented a testing strategy had higher
conversion rates.
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Case Study: Whirlpool
Thomas Mender
Senior Manager, Database Marketing
Whirlpool
Why One Test Triggered A 180°Turn in How All Whirlpool Brands Direct Market To Consumers
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Previous process
Agency builds creative
Marketing team approves
Creatives are published
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Building customer profile
Data collection
Test is launched
Current process
Marketing team approves creatives
Creating test ideas -collaborate
Agency builds creatives
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Challenge: Traffic sourcesWhich channels drive the most traffic?
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Biggest driver of traffic for higher-revenue companies is email.
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Case Study: Whirlpool
Thomas Mender
Senior Manager, Database Marketing
Whirlpool
Background: Applying what was learned about minimizing CTAs in email sends at Email Summit 2013
Objective: To achieve a higher clickthrough rate
Primary Research Question: Will having a single CTA be more effective than multiple CTAs?
Test Design: Single variable A/B split test
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Testing: Calls-to-action
Treatment
CTAs CTA
Control
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Results: Testing calls-to-action
Calls-to-Action TestedHand-raisers
Purchasers(≤ 5 years)
Purchasers(> 5 years)
Current Ice Owners
Avg.
Control 1.23% 0.35% 0.40% 2.77% 1.19%
Treatment 1.55% 0.54% 0.57% 4.34% 1.75%
Relative Difference +26% +53% +43% +57% +42%
42% Increase in clickthrough rateThe treatment increased CTR for each of the segments below.
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Biggest driver of traffic for lower-revenue
companies is organic search.
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Case Study: One Call Now
Jacob Baldwin
Digital Marketing Manager
One Call Now
Background: Text-based communication subscription company
Objective: To rank higher in search results.
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Keyword Maps: Optimized Elements
Meta descriptions
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Keyword Maps: Optimized Elements
“Meeting”
“Appointment”
“Conference”
Use of strong tags to highlight keywords in the body copy
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Keyword Maps: Optimized Elements
Page Title“Protect, Inform, Engage Students, Parents and Staff”
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Keyword Maps: Optimized elements
Alt: “One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
Image Alt Tags
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Keyword Maps: Optimized elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
Use of H1 Tags
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Keyword Maps: Optimized elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
URL Structure
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Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
Keyword Density
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Keyword Maps: Optimized Elements
Alt=“One Call Now’s Safe School Helpline is an anti-bullying tip line students can use to anonymously report bullying. Click to learn more”
48% increase in paid search traffic
32.3% increase in organic search
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Challenge: Barriers to growthWhat barriers to growth are e-commerce companies facing?
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Case Study: IHS
Byron O’Dell
Senior Director, Demand Management
IHS
Key challenges in transforming from “batch and blast” to persona-driven email marketing
Marketing Automation
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Before: Batch and Blast
• Lots of website traffic, no conversion
• Lots of contacts, no insight
• Unqualified leads
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Tip: Ask for the persona
37
What is your current role?
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Persona-specific messaging
Inbound source customization
Inbound source customization
Persona-based customization
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Progressive profiling
Asking for more persona information
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Results
Asking for more persona information
Program integration resulted in nearly 1,000 updated profiles that included additional segmentation fields such
as buyer persona and areas of interest
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Challenge: BudgetAre successful companies increasing marketing budgets?
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More successful companies are increasing their
marketing budget.
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Challenge: Traffic sourceHow do customers get to e-commerce sites?
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Organic search was the most frequently
reported source of significant traffic at all
success levels.
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Case Study: Electric Fireplaces Canada
Background: Canadian website selling electric fireplaces loses its once-desirable slot in SEO with penalties following a change in Google’s algorithm.
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Case Study: Electric Fireplaces CanadaPenalty Chart: Position in search
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Campaign
1. Request removal of unnatural links to outside parties
2. Implement a guest posting effort
3. Consistent communication across the department and agency
4. Submit a formal request to Google to reconsider penalty
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Results
EFC
Dimplex fireplaces
Dimplex Canada
Dimplex fireplace
Dimplex electric fireplace
Electric fireplace inserts
8-Oct
5
2
5
2
9
15- Oct
5
2
5
2
5
Penalty Reversed
Avg. 5 Avg. 4
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Challenge: Customer responsiveness What’s the correlation between customer response and success?
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The more responsive companies are to
customers, the more successful they’re likely
to be.
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Case Study: Jamaica Inn
Background: After the 2008 recession, this tourism website struggled to generate interest with its direct-to-customer campaigns.
Campaign: Develop a marketing program that was engaging for guests to build stronger relationships and loyalty.
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Customer Responsiveness: Reputation
Blog Posts Social Media
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Customer Responsiveness: Reputation
52% increase in revenue
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Challenge: MobileHow are departmental roles changing as mobile evolves?
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IT shrinks as the channel becomes more prevalent.
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Case Study: Ritz-Carlton Destination Club
Alex Corzo
Manager of Digital Communications & CRM
Marriot Vacations Worldwide
How the Ritz-Carlton Destination Club enhanced the effectiveness of mobile email marketing campaigns
Optimizing the Evolving Landscape of Mobile Email Marketing
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Pilot: Standard landing page2
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Pilot: IPhone landing page
• Company logo
• One sentence of copy
• Online form fields, arranged vertically
• Button to send
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Enhanced mobile campaign
59
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Mobile traffic driven by email marketing
Q1 Q2 Q3 Q4
2.8%
5.5%
9.6%
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Mobile traffic driven by email marketing
Q1 Q2 Q3 Q4
2.8%
9.6%
5.5%
243% Increase
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Challenge: The cost of customer acquisitionWhat’s the trend in the cost of acquiring customers?
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Live from IRCEKey insights from the MarketingSherpa E-commerce Benchmark Study
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