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28ThingsAboutNewCustomerAcquisi7onThatNobodyEverTells
YouAmyAfrica
CEOEightByEight
Presented:September26,2016atRetail’sDigitalSummit
THEREARELOTSOFWAYSTOACQUIRENEWCUSTOMERSONLINE…onlyafewofthemreallywork.
Knowthatallonlinecustomersarenotweightedequally.
Differentscreenshavedifferentvalues.Desktop*Handheld*TabletWearables*Car*TV*IUIs
Youneedtocon7nuouslytrynewthingsknowingthat
onlyafewofthemwillsucceed.
Setasideatestbudget.Youneedburnmoney.
The#1keytoyoursuccessisadop7on.
Ifyoucan’tgetanorder,getaleadBestwaystocollectemailaddressesandmobilenumbers:• Delays(7meorpage)• ExitPops• Eyebrows(top)• Windowshades(top) • Shimmies(shakedowns)• Midis(middle)• Sidewinders(righthand)• Ca`ishes(boaom)
Yousimplymusthaveasolidfounda9on.Entrypage(s)*Searchandinternalnaviga<on*Cart/checkout
Sellwheretheuserwantstobesold• Userpathsareaself-fulfilling
prophecy.Ifyoudomobilewell,themajorityofyourmobileorderswillcome“offline”oronyourdesktopsite.
• ShowyourphonenumberANDuse
clicktocall.
• Workyourdevice-to-devicetransfer.(Usehoppers,ins7gatedchat,SMS,emailcaptures,etc.)
WordConnectandVisualMatch
Thisisoneofthemostunderes<matedthingsinop<miza<ontoday.Overhalfourbrainisdedicatedtovisualprocessingpower.Weneedtoseeittothinkit,feelit,believeit…
ViewsVaried(shorter,moredistracted)sessionscoupledwiths-l-o-wspeedforceyoutohave:• Impac`ulfirstview• Heavily-weightedtopview• Efficientscrolledview(s)• SuccinctboaomviewPageweight&numberofscrollswillimpactyouroveralladop<on-to-cart.
Ac9onDirec9ves• TheBIGGER,theBOLDER,the
beaer.Themorethemerrier.
• ThisappliestoeverythingATC(adop7ontocart)related,especiallythesearchboxandyourac7ondirec7ves.
• Withac7ondirec7ves,theruleofthumbisoneperviewwithamplethumbspace.
NotThis!
Naviga9on• Onadesktopsite,theuserstruggles
inthreeplaces.Onahandheld,theyprimarilystruggleinoneplace.
• Youknowyouhaveoneview(thefirstview)tomakethemagichappen.
• Withmobile,itprimarilyboilsdownto3-8itemsandatextsearchbox.
NotThis!
NotThis!
InternalTextSearch• Successismeasuredbyadop7on,not
presenta7onornumberoffinds.
• Theorderinwhichtheresultsareshownmaaersmost.
• Refinementsaredifferentthanfacets.Sortisdifferentthanfilter.Workthemaccordingly.
• Formobile,makesureyourauto-sugges7onsarethumb/tap-friendly.
AvailabilityandDeliveryInfo
• Availabilityinforma7onshouldbeinthefirstview.
• Embeddedurgencyinforma7ontypicallyworksbestunderneaththeadd-to-cartbuaons.
• Makesuretorepeattheavailabilityinforma7oninthecart/checkout.
MerchandisePriori9za9on• Priori7zingyourmerchandiseininternal
searchresultsandonyourpagesisacri7calelement,especiallyfornewcustomeracquisi7on.
• Youshouldbeabletobetyourhouseonthefirstitemtheysee.Yourcaronthesecond.
• “Relevancy”canbeadangerousdefault.Useitwisely.(Bestsellingtypicallyworksbeaer.)
DynamicPricing• NotjustforAmazonandmarketplaces,
dynamicpricingisanewcustomeracquisi7onsecretweapon.
• Alotoffolksthinkthisisaboutdiscoun7ngandlosingmargin.It’sactuallymoreaboutmaintainingandmaximizingmargin(andprofits.)
• Considersegmen7ngbychanneltypeaswellascustomertype.
• Onceyougetdynamicpricingworking,playwithvariableinventoryandurgency.
Clearance
• Clearanceuserscantypicallytoleratemorefrequencyandbecauseofthebuilt-inurgency,theirbuyingpaaernstendtobemoreimmediate.
• Developdifferentlevelsofclearancebasedon7me,availability,andsoon.
• Clearlyspelloutthediscounts.• Updateyourpages(atleasttheentry)
basedontraffic.Ruleofthumb:thefresher,thebeaer.
Hoppers• Hoppers,Spreaders,Skips,and
Bridgesmovetheuserfromwheretheyarestrugglingtoaplaceofac7on.
• Youneedtodesignthembased
onyourstats,notbestprac7ces.
• Remember,there’snoshameinsendingpeopletothephone.
Visual&VoiceVisualsearchandvoiceac7vatedbuyingarebothchangingthenewcustomeracquisi7ongame.Startsmall.Knowthatit’sacommitmentandnotlikelygoingtoworkthewayyouwantittofor12+months.
DonutsandHoles• Adonutwrapsaroundyourmobile
site.(Holesarefortheinsideareaslikecheckout.)
• Itcanbe1page,10pagesor100pages.
• ItmaybeaseriesoflandingpagesdesignedspecificallyforShoppingcustomersoritmaybeaspecialmobile-friendlycheckoutwithahopper.
• Theyarefantas7cfortes7ng.
Bou9ques• Bou7quesareooenreferredtoas
sites-within-a-sitebutthey’remorelikespecialtykiosks.
• Theyareexcellentasemaillanders.• Manycompaniesusethemfor
shopping,marketplaceandsocialmediacustomers.
• Canbeveryusefulforimprovingconversionofnon-brandedtraffic.
• Fantas7cforclearanceandAutoma7cDeliveryitems.
FlashSales
PromoCode/CouponPages• Designfornewusersandpromo-bailers.
• Op7mizethesepagesincoordina7onwithcatalog/emailsign-up&thankyoupagesandsale,clearance,overstock&otherpageswithdeals.
• Greatforemailcapture.
• Tendtoworkbestwithcleardeadlines.
Onesizedoesnotfitall.Differentchannelsrequiredifferenttreatment,especiallycrea<ve&offers.
FacebookAds• Alladsarenotcreatedequal.Boostsarenotthesameassponsored.Remarke7ngisnotthesameasdisplay.
• FacebookMath:Thehighertherelevancescore,themoreimpressionshareandthelowercostperengagement.
• Trypuqngthelinksinthecomments.• Testvideo&differentlengthsofvideo.• TestyourCTAslikeyourlifedependsonit.• TryFacebookCallandlocalads.• Measureyourcustomaudiencetrafficvs.acontrol.• TestYOURmodelingagainstTHEIRS.• Sharingcanhaveavalue.Findadollar#forit.
FacebookAds,partII• Determineyourgoal(s)first.Thenfigureouthowyou’regoingtomeasureforsuccess:• Postengagement• Shares• Clickstoyoursite• Leads/orders• Profiledac7ons• Installs/engagement• Videoviews• Other
• Don‘tletyoursneakytricksbackfire.Oneofthereasonswhyslideshowsandcarousels“workmuchbeaer”thansolosisbecausethelastclickisaclickthrough.
CouponSites*Easytomanipulatebutyouneedtobeontopofthem.*Redirectthetraffictoaspecificexperience.*Propererrorhandlingwillaccountfor33%+moresales.
Developyourcoupon/promocode/dealpagesandupdatethemfrequently.
YouTubeAds
DIFFERENTPLAYINGFIELD• There’saHUGEdifferencebetweena
YouTubechannelandYouTubeads.• SizemaXers.Lengthofvideohasdifferent
applica9ons.• Workyourcalltoac9ons.• MeasureyourATV(avg.9meviewed.)• Testshoppablevideo.
CPO/CPADeals(order/ac9on)
Fortheloveofallthingsholy,pleaseuseburnpixels.
PartnerTarge9ng
CallerID
Thefuturewasyesterday.
The current state of search…
About96%
Lessthan.003%
About3%
TTITimeToInforma<on–HowFastCanYouGetIt?
MeetYourNewAssistant…
Fixyourtechnicalissues.Then,figureoutaPlanB.
NO-PIXELMARKETING• Integratesyouronlineandofflinemarke7ng
efforts.• Widelyusedforcross-devicetarge7ng.• Allowsyoutomakebeaeruseofyourhistorical
data/informa7on.• Examples:GoogleCustomerMatch,Facebook
CustomAudience,TwiaerTailoredAudience
Asolidfollow-upprogramiscrucialtoyoursuccess.Email*Triggers*Retarge<ng*SMS*PushNo<fica<ons
Thingsyoushouldknow• Themajorityofyoursuccessisdependentonitemsoutsideoftheenvelope.• Thrusts,triggers,transfersandtextsALLhaveaplaceinyourplan.• Dynamic/contextualemailswillreplacefrequency.• Youaren’tmailingenough.• Thegoodnewsisemailaddressesareoneofthetoptwoprofilingtoolsyouhaveinyourarsenal.Thebadnewsisthatemailaddressesareoneofthetoptwoprofilingtoolsyouhaveinyourarsenal.• TheESPsaredestroyingyourprogram.Youhavethepowertostopthem.
Therearelotsofwaystogetnewnames• Usualsuspects
• Entranceandexitpops• Eyebrows(top)• Ca`ishes(boaom)• Hoppers
• Incomingcustomerserviceemails• Inboundphonecalls• Livechat• In-storesign-ups• ECOA(emailchangeofaddress)• eAppend
Onboardingiskey
• Youronboardingseriesshouldcomeaoerorasacon7nua7onofyourwelcomeseries.
• Onboardingfor10-12weeksisoneofthebesttoolsforcemen7nginboxplacement.Italsoreduceschurnrateandincreasesini7alconversionby3x+.
Reac9va9on
• Targetbasedonwheretheyareontheladder• Schedulethemasaseries,notindividually.• U7lizeseveraldifferenttypesofemails• Personalizedleaer• Textonly(nographics)• Survey• Postcard(2-3links)• Hunt/Sweeps/Download/Webinar/Etc.
• Nothinly-veiledthreats• Readandreact!Measuretheresultsanditerate!
SMS• Triggeredtextsworkbest,especiallythosethatneed
immediateac7ons.
• Testthecrea7vebutpaycarefulaaen7onto7mingaswell.
• Figureoutathroaleplanthatyoucanhandle.ThisisoneofthebiggestmistakescompaniesmakewithSMS.
• Coordinateblastswithyouremailprogram–the1-2punchisworthit.
PNs(pushno9fica9ons)
• ThebestperformingPNsaretypically:• Flashsales/limited-7mespecialoffers• Wemissyou/comeback• Contextual
• ShouldbeintegratedwithyourSMSprogram• Useapreferencescenter• Don’tbreakthepermissions
Newcustomeracquisi7onisnotaboutfirstclickorlastclick,it’saboutthepath.
*TTI(7metoinforma7on)*AAUS(averageac7veusersession)*DTS(daystosale)*Userlinking*Originsource*CV(customervalue)
MEASUREWHATMATTERS
THANKYOU!AmyAfrica,[email protected]
802-881-0061