Commerce Strategy Session: Customer Acquisition Decoded

Amit Shah Chief Executive Officer

Jirafe amit.shah@jirafe.com

Meet Our Presenters: Amit Shah

Amit Shah is CEO of Jirafe, Inc., and has more than 15 years of experience in the ecommerce space.As a venture capitalist early in his career, he invested in petstore.com, and then went on to serve as both an executive and founder at several successful ecommerce technology companies.

He founded Jirafe with the belief that ecommerce providers needed insight into their businesses in a way that drives action. Prior to Jirafe he helped start OpenX, and ran sales and business development worldwide for Magento.

Meet Our Presenters: Jess Spate

Jess lives in Wales, where she has worked as an in-house web manager, agency SEO, run a small digital marketing company, and still spends a lot of time hiking, rock and ice climbing, and surfing. Although Colab are on the other side of the ocean geographically, they’re right next door philosophically and that counts for more. !Part rock climber and part mathematician, Jess believes in the conservation of wild spaces, protecting threatened species, and in the value of good data. Indoors, she has a PhD in data mining and deals with web analytics, paid advertising campaigns, and making meaningful, actionable information out of big collections of numbers. Outdoors, long days in mountains have taught her attention to detail, tenacity when dealing with tricky problems, and the value of a really good woolly hat.

Jess Spate SEO Expert Colab Coop

jess@colab.coop

During our session you will learn: !•How leading retailers optimize their on site experience to win more customers

•Best practices for SEO, and audience targeting •How to use your merchandising data to improve conversion pathways, and increase order values

•What your data can tell you about winning customers, retaining them, and turning them into brand fanatics !!!

UP NEXT: Customer Acquisition Decoded !!

How Can You Turn Your Site Into A Customer Magnet?

CoLabSplit testing = CRO (nearly) magic

What is split testing, and why do it?

• 50% see the control (original)

• Ecommerce conv. rate 2.60%

• 50% see the variation • Ecommerce conv. rate

3.87%

Why is color so important?

● Psychology! Humans are governed by emotion as well as logic

!● Tests that seem to be about color

are sometimes really about contrast and visibility

!● There is no single “best” button

color for conversion

Getting the message right

Shop now !Contact us !Subscribe !Get a free demo

vs Own it! !vs Talk to an engineer !vs Subscribe to hear more !vs Schedule a free demo

Building trust

Trust is key to relationships online and off !Social proof- other people did this and it made them happy, so... !Adding a trust signal (and some other stuff) to a Zombie Charge landing page lifted signup rates 0.81% to 4.81%

Clear navigational pathways!

In the example below, navigation through to subscription and app download was perfectly possible via menu options but presenting two bright buttons in the main field of view improved movement into the funnels by 197% (app download) and 182% (subscription).!Note the message- ‘Subscribe and hear more’ ties user desire to the subscription action.

Identify friction points

In ecommerce, the gap between adding an item to the shopping cart and actually checking out can be very wide. 30-70% of users can be lost from the purchase process. !Keeping an easy-to-find checkout button with the user can help. In the example above, adding a little color to a site-wide header lifted conversion rate by 11%. In the example to the right, adding a checkout button next to category faceted search menus lifted conversion rate by 10%.

11% extra isn’t much, is it?

At the original conv. rate... ● 70,000 sessions per month ● Average order value $130 ● $236,600 in revenue

At the new conv rate... ● 70,000 sessions per month ● Average order value $130 ● $262,626 in revenue

That’s not bad for a test that took less than 4 hours to set up!

!

● They are making data-driven merchandising decisions to drive traffic to various products and categories.

How do successful merchants turn window shoppers into customers?

Example: Diamond candles places best sellers on their homepage.

Successful brands look beyond page views.

● They look at which which products customers love, and how they can deepen their relationship by helping them uncover new items over time.

Example: Nasty Gal makes product suggestions based on items purchased together.

They re-target customers that viewed items, but didn’t purchase them.

● The look at which which products customers love, and how they can deepen their relationship by helping them uncover new items over time.

Example: Carousel New York retargets customers that viewed Items, but didn’t purchase.

You’ve invested a lot to win new customers, keep them happy.

● Identify your best customers, and keep them coming back

Example: Sephora keeps their best customers coming back with loyalty programs.

● When was the last time some of your valuable customers made a purchase?

Know what your customers are up to.

Example: Crocs uses e-mail campaigns to win back inactive customers.

Visit jirafe.com to learn more about Jirafe and visit

colab.coop to learn more about CoLab Cooperative.

!!!

Questions?