See Why Presentation 8 2010

Remarketing Using Email and Social Media with SeeWhy

Introduction

The problem & the opportunity

Case studies & remarketing emails

SeeWhy Conversion Manager

Set up and configuration

SeeWhy Social Conversion

Summary, questions & answers

Agenda

2

About SeeWhy

Featured by

• Founded in 2003, headquartered in Andover, MA

• The only real time shopping cart recovery service to follow up in real time via email and social networks

• Delivered as a service (SaaS)

• Integrated with leading email service providers & social networks

• Best practices education• Primary research in ecommerce

3

http://www.b-eye-network.com/



Fully automated

Multi-stage campaigns

Real time

Email

SeeWhy services we’ll present today

“2009’s Best of E-Commerce for Web

Pros”

Real time

Drive $ from fans

Share with fans friends

Social

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Introduction







Agenda

5

Approximately 70% of conversion processes are abandoned before reaching the end:

+ Applications+ Quotes+ Shopping carts+ Insurance claims

This causes:

+ Lost revenue+ Channel switching (such to phone, or mail

which may increase costs for the company)

71%Industry average

Source: SeeWhy

The problem

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• 88% of web buyers have abandoned shopping carts– 136m US shoppers in

‘09

• Visitors that abandon shopping carts:

– Spend 17% more online than those that don’t

– Are 85% more likely to research online to ensure they get the best price

Causes and characteristics

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Top 5: Why visitors abandon shopping carts

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Potential solutions:

1. Tune the shopping cart process2. Remarket

None of the top 5 reasons for abandonment can be addressed by tuning the conversion process

#1 Price #2 Not ready to buy

Real time responses are:

+ Immediate+ Relevant+ In sync with

customer

The real time imperative

“It’s all about speed here. The faster you contact the

consumer, your chances are dramatically increased.”

1 2 3 4 5 6 7 8 9 10

100

90

80

70

60

50

40

30

20

10

Hours

Lead

Tem

pera

ture

After just 1 hour, 90% of ecommerce leads go cold

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Best practices:+ ‘Respond immediately. If possible, automate your first

message so that it will be sent out within minutes of the abandoned order.’

+ Service tone+ Multi-phase follow ups+ Offers can generate incremental lift

What’s best practice for shopping carts?

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“Utilizing an incentive to recapture abandoned carts has proven to be one of the simplest and most cost-effective email marketing techniques that we have tested.”

http://www.marketingexperiments.com/

• Study by etailing Group of the etail 500, 5/10

• Average follow up time was 6.1 days after the shopping cart was abandoned

• 90% of ecommerce teams that don’t follow up want to

• Historical barriers to entry– Lack of understanding (52%)– Automation is required (57%)– Too hard

Most brands don’t follow up at all

Yes16%

No84%

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• Getting out of step with the customer– Any delay between the

customer actions and the trigger = problems

Issues you need to deal with

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• Returning visitors– Visitors may return to the

website by many different routes. Unless you track individual customers you’ll get out of step

• Your email is no longer relevant– 90% of ecommerce leads go

cold within one hour. Following up days late will annoy the customer

• Integration with your email service– Real time integration with email

engines can be a painful IT project

SeeWhy makes this simple by integrating Tracking and Triggering into one process

SeeWhy makes this easy by automatically tracking ALL returning visitors

SeeWhy triggers real time follow ups

SeeWhy has already done this integration for you

Using Email and Social Media:

+ Real time

+ Fully automated

+ Multi-stage campaigns

The SeeWhy solution

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Get recovery rates up to

10-30%

For a $20m ecommerce company…

$127,000/day

$5,000 /hour

$46.6 million/year

The industry’s best ROI

What’s being left on the table?

Annual ecommerce revenue

(1- Abandonment rate) - Annual ecommerce revenue

20,000,000

1- 70% - 20,000,000 = $46.6 million

annually

or $127k

daily

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Increase conversion rates with SeeWhy…

Percentage Daily $ Amount

Annual $ Amount

10 % $ 12,700

$ 4.66 M

20 % $ 25,400

$ 9.32 M

30 % $ 38,100

$ 13.98 M

Introduction







Agenda

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Guthy-Renker Proactiv: Three step campaign

• Payback in less than one week

Immediate

23 hrs after

6 days, 23 hours after

Rockler: Single step campaign

“It’s worked really well – right out of the gate we’re generating 2% of sales from this one email. I can’t disclose an exact dollar figure for sales generated, but it is a significant number.”

Jason Bernloehr, E-Commerce Manager, Rockler

• Estimated $1m+ revenue earner

• Payback in 9 days

Immediate

23 hrs

Multiple follow-ups

6 days, 23 hrs

• Tight connection between onsite behavior and email is essential– Simplifies your job dramatically– Ensures your program is always in

step with the customer

• Intelligent visitor tracking required

>> Multi-stage converts more

Two or more follow-ups work best+ Cadence varies based on:

+ the site+ the time sensitivity of the transaction

Email design considerations

>> Max your open rates

• Sender persona• Ideally use a person not a

[email protected]

• Expect replies• Read them!

• Make it searchable e.g.• [email protected]

• Use a personally relevant subject line

• Use the data to personalize the content

mailto:[email protected]


• Multiple ways to convert– Easy finish up link– Phone number– Email

• Reassurance– Trials– Returns– Warranties– Testimonials– Customer reviews

Make it easy to convert

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Email design tips

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• Service tone– Service over sales

• Personal– Personalized, directly

relevant

• Emotional connection– With the product

abandoned– With the brand– With a person

• Strong Call to action– Return to cart / item button

• Multiple methods of contact– Phone number– Email address– Link to stores locator

+ Three stage follow up campaign+ Real time+ ~24 hours later+ ~7 days later with a promotion

Example campaign performance

Cumulative conversion

Conversion per stage

Unsubscribe rate

1 2 3

Lift

Stage Conversion

Open Rate

Revenue / Email

1: Real time 14% 70% $11

2: 24 hours 6% 65% $4

3: 7 days 5% 60% $3

Total 25% Average 65% Average $6

A ecommerce company generating $20m in revenues per annum loses $127k every day due to abandonment

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Real life performance

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Customer

Segment Market Promotion

Recovery rate

Order value

1st year recovered revenues

1 Retail Youth and Teen

No 9% $50 $6m

2 Retail Middle aged & retirees

No 21% $110 $4m

3 Retail All ages Yes 6% $75 $750k

4 Gaming Youth No 13% $7 $250k

5 Software All ages No 37% $35 $1m

Average

17% $55 $2.4m

• Generates $0.75m in incremental revenues

• 3 stage campaign with a promotion on #3

• The first few hours after the abandonment are critical– $700/hour initially– Falls to $50/hour

after 5 days

Cart recovery campaign performance

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Hours elapsed after abandonment

Rev

enu

e re

cove

red

per

ho

ur

#2 sent here#3 sent here

#1 sent here

Introduction







Agenda

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Batch uploadBatch upload; convert

sessions to visitors

Email follow up sent

Campaign logic applied

Email system

Without real time tracking, it’s complex

Website Batch based integration

Customer activity

here

Triggering here

Elapsed time

~24 hours later

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Your webpage

Web analytics

Ecommerce platform

Multiple follow ups sent

Email system

The SeeWhy difference makes it easy

Synchronized customer

activity tracking & triggering here

Social Networks

Website &

SeeWhy

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Conversion Manager makes remarketing easy

Real time• Immediate first follow up• Multi stage, send-time optimization

Intelligent• Automatically tracks returning visitors• Synchronizes tracking and triggering in one process

Easy• Simple page tag to place on your site• Prepackaged integration with Email Services and Social Networks

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Real time architecture = immediate follow up

Seamless integration with ESP, Social Networks and Ecommerce Platforms

Real time trigger

Real time data

Real time message

In development & planned:29

Introduction







Agenda

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Detecting abandonment: Shopping cart

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7

6

5

3 Intent

Goal / Sale

Email address not captured here but presumably could be.Funnel Level 3 sent on page load.

7

6

5

3 Intent

Goal / Sale

Start of tracking: Intent shown

Funnel Level 5 sent on page load. Email address captured.Any abandonment from here on in would trigger a real time email

7

6

5

3 Intent

Goal / Sale

Email address captured

But, if the purchase is made then a Funnel Level 7 is sent.No email is sent out.Also automatically stops a current running campaign

7

6

5

3 Intent

Goal / Sale

No email sent: Goal achieved

• Captured live

– Captured on entry of the email address as part of the shopping cart or web form process

• Account creation / registration / log-in

– Captured on entry of the email address

• Newsletter sign up /other opt-in

– Captured on entry of the email address

• From a Facebook account

– Captured when the visitor logs into their account on your site

• From a cookie

– Stored in a cookie from any previous visit where an email address is captured

5 ways to capture email addresses

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Introduction







Agenda

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• Real time triggered email messages to the visitors' social network account email address– Facebook: Either the email address, or a proxy e.g.

[email protected]

• Top revenue generating message triggers:

1. Abandoned shopping carts reminders2. Browse based email promotions / following a ‘Like’ but no

purchase3. ‘Thank you’ promotion following a purchase with a promo code

to share with their network

Social Remarketing Using Facebook ID’s


• What it is– A simple button to allow visitors

to log in to your site using their Facebook account

– Rebranding of Facebook Connect

• How it works– ‘Faces’ show friends who have

already logged in– Visitors ‘log in’ = sharing their

Facebook credentials with your site

• Why it matters– Captures Facebook fans’ email

addresses & more– Visitors are 200% more likely to

login to your site using their Facebook account

– Simple to implement

Login with Faces

How 1-to1 social marketing works

Log In

• Triggers a real time message to be sent to the visitor using their Facebook email address

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Introduction







Agenda

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• Deep expertise in remarketing = Highest return– More experience, with more customers, in more sectors– Extensive remarketing education program

• Real time technology– Real time response and multi-stage triggers– Intelligent visitor tracking ensures you stay in step

• Leverages your environment– Email Service Provider– Social networking integration captures visitors on the

homepage

SeeWhy’s formula

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Resources & questions

Website conversion blog– http://www.seewhy.com/blog

Visit www.seewhy.com– To sign up for the Free Abandonment Tracker– Whitepapers– Link to webinar recordings

• Shopping cart recovery best practices• Facebook Social Media Plugins

Email us for:– Recording of this briefing– Copies of [email protected]

http://twitter.com/webconversion 42

http://www.seewhy.com/



http://twitter.com/webconversion

http://twitter.com/webconversion

Conversion Academy: Top 10 Converting Websites

Research report• Lessons learned from the Top 10

Converting Websites– Average visitor-to-sale

conversion of 23% (industry average 2-3%)

– What they do differently– To get your free copy of the

report go to: http://www.seewhy.com/top-ten-converting-websites.htm

• Conversion academy recordings on www.seewhy.com

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http://www.seewhy.com/top-ten-converting-websites.htm

http://www.seewhy.com/top-ten-converting-websites.htm


Thank you for your interest!

SeeWhy Inc

300 Brickstone Square, Andover, MA 01810

Telephone +1 617 502 2077

[email protected] Blog: www.seewhy.com/blogTwitter: www.twitter.com/SeeWhyInc

Featured by

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Technology

See Why Presentation 8 2010