maximising your audiences sales...
TRANSCRIPT
![Page 1: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/1.jpg)
Maximising your audiences sales
potential
![Page 2: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/2.jpg)
Overview
![Page 3: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/3.jpg)
Three areas for today
Content
Conversion
Personalisation
![Page 4: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/4.jpg)
Content
Getting people interested in your subject matter interested in you
![Page 5: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/5.jpg)
Content to drive traffic
Goal:
Drive as much qualified traffic to our website and
convert them into sales
![Page 6: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/6.jpg)
Output/Content
![Page 8: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/8.jpg)
Coordinated execution – using
existing channels
![Page 9: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/9.jpg)
The End Results
YouTube figures
- 200,000+ views
- 43.7% views come via embedded videos
- Over 150,000 views in 2 weeks
![Page 10: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/10.jpg)
The Results
-1500% first week traffic spike
-400% traffic lift over 5 months following
-3 to 1 Out sold previous releases
-2x Conversion rate on pages with videos vs not
![Page 11: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/11.jpg)
Conversion optimisation
Ensuring barriers to conversion are minimised
![Page 12: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/12.jpg)
Case Study: Availability message
Conversion Potential
Being unsure of how quickly a product will arrive is a
barrier to conversion.
Hypothesis
“In Stock” display will have impact on conversion
Rate.
![Page 13: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/13.jpg)
Test case
Variation #1
Control
Original (Control)
Test Page Variation
![Page 14: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/14.jpg)
The Result
Hypothesis proved correct
• 12.76% conversion increase
![Page 15: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/15.jpg)
Case Study: Offer Free Shipping
Pain Points
Shipping costs are a high barrier to conversion
Hypothesis
Display the Free shipping threshold Amount
prominently on all the pages (home, category &
description pages) will improve conversion rate.
![Page 16: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/16.jpg)
Free Shipping on Header
Variation #1
Control
Original (Control)
Test Page Variation Free Shipping in Header
![Page 17: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/17.jpg)
The Result
Hypothesis proved correct
• 21.28% conversion increase
![Page 18: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/18.jpg)
Case Study: Communicate Trust
Conversion Potential
Security is a concern for online purchasers.
Hypothesis
Prominently display of Certificates and Payment
options will have impact conversion rate.
![Page 19: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/19.jpg)
The Test Case
Variation #1
Control
Test Page with Certificates and Payment
options
Original (Control)
![Page 20: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/20.jpg)
The Result
Hypothesis proved correct
• 51.76% increase in conversion
![Page 21: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/21.jpg)
Dynamic Merchandising &
Personalisation
Helping visitors find the right product for them
![Page 22: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/22.jpg)
Personalisation – is the automated method of
serving each person individually with relevant
content using algorithms and real time decision
making – using your native Magento store.
![Page 23: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/23.jpg)
Or ... these three people should
be merchandised too differently!
![Page 24: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/24.jpg)
Companies who are
personalising web
experiences are
seeing an average
19% uplift in sales
![Page 25: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/25.jpg)
Where have you visited in the site
before?
![Page 26: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/26.jpg)
Where are you visiting from?
![Page 27: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/27.jpg)
Size, colour, etc
![Page 28: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/28.jpg)
Merchandising based on referral
source
![Page 29: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/29.jpg)
Merchandising based on referral
source
![Page 30: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/30.jpg)
Based on what you know of the
customer journey
![Page 31: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/31.jpg)
Summary
The three key take outs
![Page 32: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/32.jpg)
Key three things to remember
Focus content on your subject expertise
Test, test and test again
Use what you know about your customer everywhere
![Page 33: Maximising your audiences sales potentialinfo2.magento.com/rs/magentoenterprise/images/MagentoLive... · 2020-02-27 · Maximising your audiences sales potential . Overview . Three](https://reader034.vdocuments.mx/reader034/viewer/2022042305/5ed0d0216415977ed9459399/html5/thumbnails/33.jpg)
Questions?
Thank you