personalisation for the 21st century marketer

Personalisation for the 21st Century Marketer

Harry Hurst@QubitGroup

Monday, 21 October 13

@QubitGro

up

@hkhurst

#CanvasConf

2

Monday, 21 October 13

Simple equation for ecommerce success

3

Conversion Rate

VolumeAverage

Order Value

%# £

X X

@hkhurst @qubitgroup

Monday, 21 October 13

But the bubble was burst

@QubitGroupimage - businessweek.com

Monday, 21 October 13

Key

products

Best

seller

Special

offer

What is personalisation?

Latest

stock

Impulse

products

Monday, 21 October 13

Recommendation:Creating a personal selection based on algorithms

6 @hkhurst @qubitgroup

Monday, 21 October 13

Personalisation:What should each individual see here?

7 @hkhurst @qubitgroup

Monday, 21 October 13

Website personalisation is...

Messaging Offers Announcements

Theme and layout Recommendations Widgets

@hkhurst @qubitgroup

Monday, 21 October 13

The time is now. Consumers have a voice and high expectations.

Monday, 21 October 13

10

Optimizing the digital customer experience (and thus focussingon conversion rates) is a top priority for half of respondents

ConfidentialMonday, 21 October 13

11

Marketing technology is being inefficiently utilized. Organizations lack structures and partnerships needed to maximize digital technology.

Confidential

42%

29%

29%

My organization lacks organizational structures, internal skills and partnerships needed to maximize the value of its existing

digital marketing technology.

Lack of skills

28%

35%

37%

My organization currently runs digital marketing technology from different vendors that overlap in capability.

Tech overlap

Strongly agree Agree Other

Monday, 21 October 13

12

In order to solve this, ecommerce and marketing professionalsare increasingly wrestling control of their budget from IT

ConfidentialMonday, 21 October 13

How to understand what a visitor wants - read the signals.

13

Quantitative data

@hkhurst @qubitgroup

Monday, 21 October 13

How to understand what a visitor wants - read the signals.

13

Quantitative data

@hkhurst @qubitgroup

Monday, 21 October 13

How to understand what a visitor wants - read the signals.

14

Quantitative data Qualitative data

@hkhurst @qubitgroup

Monday, 21 October 13

Feedback adds a new dimension to your analysis

15 @hkhurst @qubitgroup

Monday, 21 October 13

8Fast ways to start

to personalise@QubitGroup @hkhurst

Monday, 21 October 13

#1Give new

visitors a warmwelcome

Monday, 21 October 13

18

Welcome messageNew visitors are often unaware of existing selling points; use this as an opportunityto explain why your company is special with an on-page message layer

@hkhurst @qubitgroup

Monday, 21 October 13

18

Welcome messageNew visitors are often unaware of existing selling points; use this as an opportunityto explain why your company is special with an on-page message layer

@hkhurst @qubitgroup

Monday, 21 October 13

19

Welcome messageGive a little gift to your new account signups; trigger on-page message layers thanking them for their sign up and provide free delivery on their first shop.

@hkhurst @qubitgroup

Monday, 21 October 13

19

Welcome messageGive a little gift to your new account signups; trigger on-page message layers thanking them for their sign up and provide free delivery on their first shop.

@hkhurst @qubitgroup

Monday, 21 October 13

19

Welcome messageGive a little gift to your new account signups; trigger on-page message layers thanking them for their sign up and provide free delivery on their first shop.

@hkhurst @qubitgroup

Monday, 21 October 13

#2Inter-session

retargeting with personalised

landing pages

Monday, 21 October 13

21

Inter-session retargetingPersonalising your homepage is perfect for visitors returning on product search terms;use an in-page image replacement to catch them.

@hkhurst @qubitgroup

Monday, 21 October 13

21

Inter-session retargetingPersonalising your homepage is perfect for visitors returning on product search terms;use an in-page image replacement to catch them.

@hkhurst @qubitgroup

Monday, 21 October 13

#3Drive newsletter

signs ups to boost your CRM

Monday, 21 October 13

23

Driving newsletter signupsHaving a lightbox take over a visitor’s screen prompts them to interact and signup;use either an on-page form submission or on-page layer redirect to catch them.

@hkhurst @qubitgroup

Monday, 21 October 13

23

Driving newsletter signupsHaving a lightbox take over a visitor’s screen prompts them to interact and signup;use either an on-page form submission or on-page layer redirect to catch them.

`

@hkhurst @qubitgroup

Monday, 21 October 13

#4Push people to

engage with your content

Monday, 21 October 13

25

Content engagementFor websites with blogs, e-zines, or video content, shout about it to your visitors;place eye-catching imagery above the fold to entice a click through.

@hkhurst @qubitgroup

Monday, 21 October 13

26

Content engagementIf you feature purchasable items within your content, let people buy them, fast;have a click through layer appear that links to your product.

@hkhurst @qubitgroup

Monday, 21 October 13

26

Content engagementIf you feature purchasable items within your content, let people buy them, fast;have a click through layer appear that links to your product.

@hkhurst @qubitgroup

Monday, 21 October 13

#5Help people by

highlighting page functionality

Monday, 21 October 13

28

Highlighting functionalityHelp people find what they’re looking for by pointing out useful functionality;use a pointer to suggest which products are best for driving conversions

@hkhurst @qubitgroup

Monday, 21 October 13

28

Highlighting functionalityHelp people find what they’re looking for by pointing out useful functionality;use a pointer to suggest which products are best for driving conversions

@hkhurst @qubitgroup

Monday, 21 October 13

#6Push stock

with urgency messaging

Monday, 21 October 13

30

Create a sense of urgencyGet the internal clock ticking by drawing attention to products they might miss out on;use a numbered stock layer or a recurring onpage slider to grab their attention.

@hkhurst @qubitgroup

Monday, 21 October 13

30

Create a sense of urgencyGet the internal clock ticking by drawing attention to products they might miss out on;use a numbered stock layer or a recurring onpage slider to grab their attention.

@hkhurst @qubitgroup

Monday, 21 October 13

31

Create a sense of urgencyGet the internal clock ticking by drawing attention to products they might miss out on;use a numbered stock layer or a recurring onpage slider to grab their attention.

@hkhurst @qubitgroup

Monday, 21 October 13

31

Create a sense of urgencyGet the internal clock ticking by drawing attention to products they might miss out on;use a numbered stock layer or a recurring onpage slider to grab their attention.

@hkhurst @qubitgroup

Monday, 21 October 13

#7Deploy helpful

widgets at the right time

Monday, 21 October 13

33

Live chat widgetsEveryone needs a bit of help now and then, especially if they’re parting with their cash;extend that helping hand with an on-page redirect layer, triggering after a few minutes.

@hkhurst @qubitgroup

Monday, 21 October 13

33

Live chat widgetsEveryone needs a bit of help now and then, especially if they’re parting with their cash;extend that helping hand with an on-page redirect layer, triggering after a few minutes.

@hkhurst @qubitgroup

Monday, 21 October 13

#8Fill that basket to

brim with free delivery over a

threshold

Monday, 21 October 13

35

Delivery thresholdsYou’re providing a great delivery service, make sure you shout about it!;Use in-page alerts to remind users, including the exact values they’ll need.

@hkhurst @qubitgroup

Monday, 21 October 13

36

Delivery thresholdsYou’re providing a great delivery service, make sure you shout about it!;Use in-page alerts to remind users, including the exact values they’ll need.

@hkhurst @qubitgroup

Monday, 21 October 13

36

Delivery thresholdsYou’re providing a great delivery service, make sure you shout about it!;Use in-page alerts to remind users, including the exact values they’ll need.

@hkhurst @qubitgroup

Monday, 21 October 13

8Real time retailing

@QubitGroup @hkhurst

Monday, 21 October 13

What have we learnt?

@QubitGroup @hkhurst

Monday, 21 October 13

Thanks

@QubitGroup

image - wallmg.co.ukimage - wikipedia.comimage - wikipedia.com

Monday, 21 October 13