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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Key insights from the MarketingSherpa E-commerce
Benchmark Study

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Speakers
Black & White
Headshot
Ben Pressley
Head of Worldwide Sales
Magento
@BRPressley
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
Pete Prestipino
Website Magazine Editor-in-Chief,
Digital Marketing Strategist
Website 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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MarketingSherpa.com/IRCE

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Challenge: Conversion rate optimization
How 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: Testing
Does 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 sources
Which 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 Tested
Hand-
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 rate
The 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 growth
What 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: Budget
Are successful companies increasing marketing budgets?

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More successful
companies are
increasing their
marketing budget.

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Challenge: Traffic source
How 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 Canada
Penalty 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: Mobile
How 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 page
2

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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

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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 acquisition
What’s the trend in the cost of acquiring customers?

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Live from IRCE
Key insights from the MarketingSherpa E-commerce
Benchmark Study