2. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
THE ICONIC VISION
“THE ICONIC is Australia's most comprehensive
online fashion authority, providing consumers an
engaging and personalised shopping experience,
enhanced by exceptional customer service”
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3. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
OUR POSITIONING
Logo size indicative of traffic
Full Service
Niche Broad
range range
Low service
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5. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
WHAT IS PERFORMANCE MARKETING?
“The ability to target and improve
marketing performance using data, ultimately
only paying for success”
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6. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
“I know half of my advertising isn’t working,
I just don’t know which half.”
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7. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
“I know half of my advertising isn’t working,
I just don’t know which half.”
William Lever, 1851-1925
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8. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
IT IS HERE TO STAY
Slide with Citi Bank data
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9. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
PERFORMANCE MARKETING AT THE ICONIC
Performance Channels Main KPI's to manage Improve the funnel
› SEM / SEO › Know everything about
Impressions
› Affiliate advertising your potential customer
› Display advertising
Click-through-rate › Know on what she
› Newsletter bases her decisions on
› On-site
Visits › Understand what she
looks for
› (Magazine)
Conversion Rate
› Customize her whole
› (Print & Radio)
experience around her
› (TV)
Sales identified needs
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10. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
FIRST GET THE CUSTOMER TO YOUR SITE
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11. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
THINK OF FLOW RATHER THAN LAST-CLICK
Newsletter
SEM Display Organic
Banner
Purchase
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12. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
WHEN THEY ENTER CONVERT THEM
Channel Landing
Traffic Page
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13. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
OPTIMIZE YOUR TRAFFIC VIA TESTING
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14. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
SHOW THE CUSTOMERS WHAT THEY WANT
Product Popularity
Search Engine
Recommendation Filter
Product recommendation Catalog
commendation
Catalog
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15. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
CONSIDER MICRO-CONVERSIONS
Don’t make your call on 2% of your customers
• Store Locator
• Request a catalogue
• Create a new account
• Follow you on social media
• Email sign-up
• Request a quote
• Write a product recommendation
• Create a wish list
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17. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
1. BE STRAIGHTFORWARD
• 2-3 seconds to capture
the customer
• Keep it simple
• Design for a wide
audience
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18. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
2. MANAGE EXPECTATIONS
• A logical extension of the ad
• Match graphical elements
• Work down to sub-categories to
meet different needs
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19. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
3. DESIGN ACCORDING TO METRICS
• Arrange information per your objective
• Categorize using search terms
• Entice users to buy similar products
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20. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
4. INSPIRE THROUGH EMOTION
• A purchase is emotive
• Instill a positive customer
experience
• Blurry backgrounds and
clear close-up imagery
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21. PERFORMANCE MARKETING & CONVERSION RATE OPTIMIZATION THEICONIC.COM.AU
5. OPTIMIZE YOUR DESIGN
• Right colors & placement
• Person looking at you
or CTA
• Consider the fold
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