learning by observing - ecommerce day getresponse
Post on 15-Apr-2017
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LEARNING BY OBSERVINGWhat you can take from marketing automation case studies
Michael Leszczynski @mrleszczynski
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Lets get personal
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But thats not what I wanted to talk about
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Why does being a younger brother suck?
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1. Always had to sit in the backseat
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2. Never had access to the remote
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3. Never got to play Mario
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But its not all that bad
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1. You dont end up in trouble
as often
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2. You get to see what works
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What actions will get you grounded
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What actions will get you the desired effect
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Learning by observing
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What you can learn from others
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1. It pays off to activate new users
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B2B, B2C, C2B Offline, Online Ecommerce
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Problems: Low number of sign-ups Low number of orders
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Treatment 1: Pop-up
Free store credit
Gender
Benefits
Consistency
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Treatment 3: Welcome email
Treatment 2: Facebook form Free store credit
CTAConsistency
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Pure content
Progressive profiling
Treatment 4: Welcome series
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Treatment 5: Personalization
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+53.4% - new subscriptions in the first month
61.16% and 11.21% - average Open Rates and CTR for welcome email + two content messages
8.11% - average CTR for non-selling emails
Results
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Store visits +60.18%
Sessions +34.02%
Transactions +31.96%
Average session duration +60.43%
Results
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Other way to do it
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2. Free stuff leads to profits
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only if you do it in a smart way
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Is it really free?
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Is it really free?
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We too make mistakes
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3.2% Total Views with the Form
11.7% Total Views no Form
Little impact on the Sales Team
Results
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Results
3.2% Total Views with the Form
11.7% Total Views no Form
Little impact on the Sales Team
but were still learning and testing :)
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3. Sometimes less is more
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Source: Marketing Sherpa
Problems: Lots of inbound traffic Little time to deliver
on the promise
https://www.marketingsherpa.com/article/case-study/email-segmentation-open-rate-increase
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Before After
40
20
CTR OR
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4. You need to know when to let go
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74.52% of all online carts are abandoned SaleCycle 2016
http://www.salecycle.com/remarketing-report-q2-2016/
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Source: Marketing Sherpa
Problems: Low retention Low number of sales
through the online store
https://www.marketingsherpa.com/article/case-study/zachys-triggered-email-grow-ecommerce
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Abandoned cart emails 65% OR 14% CTR $16 RPE (Revenue Per Email)
Browse abandonment emails 64% OR 10% CTR $6 RPE
Search abandonment emails 57% OR 10% CTR $5 RPE
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Are retargeting ads necessary here?
How long will you be reminding me about this?
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4. You dont always have to jump on the bandwagon
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Everyone wants that Oreo moment
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But you have to be cautious
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But you have to be cautious
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But you have to be cautious
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Because it can backfire
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Because it can backfire
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Of course its not always the case
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It pays off to activate new users
Free stuff leads to profits, only if you do it wisely
Sometimes less is more
You need to know when to let go
You dont always have to jump on the bandwagon
5 Lessons
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Questions?
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Thanks!
Michael Leszczynski
Content Marketing Manager michal.leszczynski@getresponse.com @mrleszczynski
mailto:michal.leszczynski@getresponse.com?subject=https://twitter.com/mrleszczynski
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