irce 2015 wrap-up: top takeaways in ecommerce retail from the meclabs marketing lab
TRANSCRIPT
IRCE 2015 Wrap-UpTop takeaways in ecommerce retail from the MECLABS Marketing Lab
Today’s Speakers
Pamela JesseauSenior Director, MarketingMECLABS Institute
Steve StoneVP, Partner AcquisitionMECLABS Institute
Spencer WhitingOptimization StrategistMECLABS Institute
Photo: John Henry Rupe
The world's largestecommerce event
Photo: John Henry Rupe
600 solution providers
214 brand-side executiveand industry expert speakers
and Media CenterOfficial Marketing Lab
leaders and experts47 ecommerce business
sales funnels reviewed338 marketers helped and
Customer-First
Customer Service as DifferentiatorTAKEAWAY #1
“We really built our brand around service and support”
“We’re a small company, but over 60% of our human resources is dedicated to customer service and support”
Joseph Jaconi
Tech Armor General Manager
1. Treat responses to customer reviews as an extension of your brand’s voice
2. Add quality and value to the customer’s life
3. Respond to negative reviews —no matter who they’re from
Joseph Jaconi
Tech Armor General Manager
Mobile isn’t just about usabilityTAKEAWAY #2
Instead of simply having an efficient search function so shoppers could immediately find and purchase products they already knew they wanted on a site...
eBags created a fun way to interact with the products by creating an adaptive mobile experience called eBags Obsession.
Gregory Casey
Experience ArchitectUX Designer and
eBags
"...mobile offers a new context of engagement which represents a great opportunity to create unexpected experiences that delight one's customers and increases conversion rates.”
Gregory Casey
Experience ArchitectUX Designer and
eBags
Create Something AwesomeTAKEAWAY #1
The ‘farm to table’ organic produce boxes are almost viewed like gifts on Christmas morning when her customers receive them, part of the e-tailer’s mission – “Joy Delivered.”
Cambria Jacobs
Door to Door OrganicsVP of Marketing
Customers share it on social media, which the online grocery business then amplifies through the right social media channels to serve the right niche to feed the shopper relationship.
Cambria Jacobs
Door to Door OrganicsVP of Marketing
2013 web sales grew60%
While cost will always be important, to truly create a sustainably successful ecommerce business you have to understand and serve your unique niche.
Gregg Barclay
Sparkfun ElectronicsVideo Production
Create Something Awesome
Customer-First“In a world where consumers have more and
more knowledge every day and more and
more choice every day, that is the only way
you will win.”
Alexis OhanianCo-Founder, Executive Chairman reddit
Customer-First ScienceTHE MECLABS INSTITUTE APPROACH
The MECLABS Institute Approach
MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace.
The MECLABS Institute Approach
MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace.
To accomplish that, we use the scientific method to truly discover why customers say “yes.”
Example Experiment
The Marketer(Company Logic)
(Actual MECLABS Experiment)
The Customer(Customer Logic)
The Marketer(Company Logic)
• Customers have become cynical with our sales and marketing tactics…
Example Experiment
The Customer(Customer Logic)
(Actual MECLABS Experiment)
Example Experiment
The Marketer(Company Logic)
The Customer(Customer Logic)
(Actual MECLABS Experiment)
1294% In ROI
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.XXXXXXXXXX.com/Business
54%Conversion
21%Conversion
97%Conversion
109%Conversion
31%Conversion
124%Conversion
201%Conversion
29%Conversion
15%Conversion
100%Conversion
21%Conversion137%
Conversion
63%Conversion
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Discovering How People Make Decisions
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.XXXXXXXXXX.com/Business
54%Conversion
21%Conversion
97%Conversion
109%Conversion
31%Conversion
124%Conversion
201%Conversion
29%Conversion
15%Conversion
100%Conversion
21%Conversion137%
Conversion
63%Conversion
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Opr > Oprn > Ocnn ©
• 20+ years in the business
• 20,000+ sales paths tested
• 1,500+ experiments validated in our lab
• 10 patented heuristics
• 45 hours of classroom education
• Upcoming master’s certificate in 2015 and a PhD program by 2017
The Largest Library of Benchmarks & Case Studies
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.XXXXXXXXXX.com/Business
54%Conversion
21%Conversion
97%Conversion
109%Conversion
31%Conversion
124%Conversion
201%Conversion
29%Conversion
15%Conversion
100%Conversion
21%Conversion137%
Conversion
63%Conversion
C = 4m + 3v + 2(i-f) - 2a © ec < op < ct < lp
©
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fSC = lT + dT
©
Opr > Oprn > Ocnn ©
The Largest Library of Benchmarks & Case Studies
Research
ResearchResearch
The MECLABS Institute Approach
MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace.
To accomplish that, we use the scientific method to truly discover why customers say “yes.”
We then help companies align themselves and their productsto the customer’s desires.
The MECLABS Institute Approach
MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace.
To accomplish that, we use the scientific method to truly discover why customers say “yes.”
We then help companies align themselves and their productsto the customer’s desires.
• We can identify market opportunities with an in-depth brand trust research study.
• We can find and fix revenue leaks in your funnel through thought-sequence optimization.
• We can attract, transform, and retain your marketing team with inspiration and education.
• We work across all platforms: desktop, tablet, phone and mobile apps…
• We work across all digital channels: email, social, website, search, etc…
• We work across every stage in the customer lifecycle.
(Actual MECLABS Experiment)
1294% In ROI
Example Experiment
(Actual MECLABS Experiment)
1294% In ROI
Example Experiment
257% 28% The Customer(Customer Logic)
603%
302%
451%
(Why Customers said “Yes”)
1294% In ROI
257% 28% The Customer(Customer Logic)
603%
302%
451%
Transferred Offline Direct Mail
TV
Billboards
Call Center
Example Experiment
(Actual MECLABS Experiment)
How to learn more about Research Partnerships
• Email [email protected]
• Visit MECLABS.com/Partnerships
• Fill out the post-webcast survey
Live OptimizationAUDIENCE LANDING PAGES
How to learn more about Research Partnerships
• Email [email protected]
• Visit MECLABS.com/Partnerships
• Fill out the post-webcast survey
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