6. Ineffective traffic and conversion strategies drive down ROI
High investment
in driving traffic,
rising CPA costs
Attraction
On-site
Return
6
92% of people
don’t buy
Poor return
on investment
for all involved
17. For all the different types of people who visit your site...
Basket cases
People who put things in
their basket and don’t buy
17
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
18. ...And for all the different technologies too
Recommendations
Merchandising
Live help
Reviews
18
Retargeting
26. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100
27. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100
28. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100
29. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100
30. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100
31. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100
32. Which technologies are in the room today?
Data Management
Web Analytics
Web Diagnostics
Personalisation
AB Testing
On site apps
12
92
8
Technology
18
10
2
0
25
50
75
100
41. Visitor behaviour has changed; traditional tools don’t work
Then: The purchase funnel
Now: The costumer
decision journey
Evaluate
Awareness
Commit
Familiarity
Consider
Buy
Consideration
Purchase
Loyalty
Interest
trigger
Decision
trigger
Experience
42. More advanced models are now required
Quantitative data
Universal Variable structures
all the data from each page
Qualitative data
Visitor Opinion gathers useful insight
as people leave the page
< navigation >
Your products
are hard to find
< description >
< price >
< image >
< colour >
44. The average US customer coming to a UK
website is worth over three times as much
as a UK customer to your business
45. 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
46. The average UK Safari spends roughly
£30 more on technology per purchase
than Firefox, Chrome and
Internet Explorer users.
Chrome users are the most prices
sensitive - they’re 7% more likely
to complain about price!
48. A new means of delivery, led by the marketer
Website
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
49. It can help your business work more efficiently
Analyst /
Data Scientist
Development
Merchandising
Optimisation
Retention
Agency
52. Summary
1. Choose the right mix of technologies
2. Get the right skills in house
3. Collect the right data
4. Act on your insights
5. Be able to deliver
6. Test, measure and evolve
52
54. 13% conversion uplift
For Childrensalon
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.
54
55. 7% conversion uplift
For Crew Clothing
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.
55
56. 33% conversion uplift
For Stylistpick
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.
56
57. 7.3% conversion uplift
For FCUK
All visitors entering on
paid and natural search
A simple message
encouraging this segment
to buy and experiment
with FCUK products.
57
59. The world is going back to being personal!
Village store
Super stores
Experiential
1915
2015
web
3.0
The high street
59
Ecommerce begins
The personal web
60. Be the first to get our personalisation research
Sign up here:
bit.ly/quresearch
60
