unde pierdem clientii in e commerce- prezentare retail arena
TRANSCRIPT
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Unde pierdem clientiiin e-commerce?
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Despre ce vorbim astazi?
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1. Achizitie vs Retentie2. Ignorarea funnel-ului de vanzare3. Importanta micro-conversiilor4. RFM Model
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Achizitie vs Retentie
1
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“Dupa 24 luni, 50% dintre venituri vin de la clienti recurenti”
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Intr-un e-commerce matur...
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Intr-un e-commerce matur...
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Concluzii primare?
1. Focusul trebuie sa fie pe crearea de relatii autentice cu clientii inca de la inceput.
2. Trebuie sa fie cineva responsabil de retentie3. Diferentierea nu se poate face prin pret, ci prin over-
delivery, constant pe tot value-chain-ul
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Ignorarea funnel-ului de vanzare
2
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Aici obiectivul este ca vizitatorii sa ...
intre pe pagina de produs
se aboneze la newsletter
adauge produse in cos
nu abandoneze cosul
revina si sa cumpere
spuna tuturor despre noi
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Aici masuram
CTR catre search, categorie, produs
Subscription rate
Add to cart rate
Abandonment rate
LTV, RPR, DBT
NPS
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Bonobos example
Growth from1,6M USD revenueto 4M USD in a year.
NPS Bonobos: 78
NPS Apple: 77
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Focus pe micro conversii
3
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Homepage
Conversion Cart page
Search bar Browsing menu Main offer(Carousel)
Featured offers
Product page
Category page
Filteredpages
Subcategory pages
Search resultspage
HomepageLanding page = >5 Clicks
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Conversion Cart page
Search bar
Product page
Filteredpages
Subcategory pages
Search resultspage
CategorypageLanding page = >4 Clicks
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ConversionCart page
ProductpageLanding page = >2 Clicks
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> Bounce rate - YoY / per channel / per location
> E-mail subscription rate - MoM
> Category view rate - YoY / per channel / per location
> Product view rate - YoY / per channel / per location
> Internal site search rate - YoY / per channel / per location
> Filter users rate - YoY / per channel / per location
> Add to cart rate - YoY / per channel / per location
> Conversion rate - YoY / per channel / per location
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RFM Model
4
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Recency - Cat de recent a cumparat clientul?
Frequency - Cu ce frecventa?
Monetary Value - Care este valoarea achizitiilor?
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Clientii cu recenta cea mai mare sunt cei mai deschisi sa mai cumpere fata de cei care nu au mai cumparat de multa vreme.
Clientii care cumpara cel mai frecvent sunt mult mai deschisi sa cumpere din nou fata de cei care cumpara din an in Paste
Clientii care cumpara de valori mari sunt mult mai deschisi sa cumpere decat cei care cheltuiesc putin
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Customer Recency Frequency Monetary Value RFM
John Doe 3 4 2 9
Joan Doe 2 3 3 8
Geena Doe 4 1 1 6
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Ce putem face cu un model RFM?
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Identificarea celor mai buni/importanti clienti
Program coerent de loializare
Retentie mai mare
Venituri mai mari
Fericire. Fericire?
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>4500 websites >500M visits / month 8 countries