1. business and industrial

WEBINAR
+
2014 Holiday
E-commerce recap
+ Tips for 2015 from
marketing leaders
Brett Robbins, Head of Business Development, Custora
Ryan Urban, CEO, BounceExchange
1
QUESTIONS?
C H AT T H E M .
WEBINAR
+
1. Hello
2. Holiday recap (survey + prizes)
3. 3 trends for 2015
4. Great holiday strategies
5. Using those strategies in 2015
6. Q & A
Brett Robbins, Head of Business Development, Custora
Ryan Urban, CEO, BounceExchange
2
QUESTIONS?
C H AT T H E M .
WEBINAR
2014 Holiday
E-commerce recap
+ Tips for 2015 from
marketing leaders
Brett Robbins, Head of Business Development, Custora
3
QUESTIONS?
C H AT T H E M .
We’reto
Intro
working
Custora
with sharp teams.
Custora is a predictive analytics
platform that helps retailers
improve customer acquisition
and retention.
Tools
This is our sweet spot
Teams
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QUESTIONS?
C H AT T H E M .
Data
We work with sharp teams.
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QUESTIONS?
C H AT T H E M .
Now we’re talking
1. Holiday 2014 Recap
2. 3 trends for 2015
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QUESTIONS?
C H AT T H E M .
2014 Holiday E-commerce Recap
1. Revenue growth
2. Mobile e-commerce
3. Marketing channel
performance
Data based on The Custora E-Commerce Pulse:
Tracks real-time e-commerce transaction data from over
100 US retailers, over 100 million online shoppers, &
over $40 billion in e-commerce revenue.
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QUESTIONS?
C H AT T H E M .
GROWTH
1. Revenue growth
“People are realizing it’s a season of shopping that
is no longer limited to one or two days.
People are turning it from a day-long occasion to a
month long occasion.”
Newegg CMO
8
QUESTIONS?
C H AT T H E M .
1. Online growth, broader calendar
US e-commerce holiday revenue was up 15.6% vs 2013
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QUESTIONS?
C H AT T H E M .
1. Online growth, broader calendar
US e-commerce holiday revenue was up 15.6% vs 2013
REVENUE BY DAY
CYBER MONDAY +15.4%
BLACK FRIDAY +20.6%
CYBER TUESDAY +13.7%
TURKEY DAY +17.7%
GREEN MONDAY +0.7%
SILVER MONDAY? +12.4%
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05
07
09
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15
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21
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NOV
10
25
27
29
01
03
DEC
QUESTIONS?
C H AT T H E M .
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07
09
11
13
15
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19
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25
27
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Note: 2013 dates are shifted by
one day to enable year-over-year
alignment.
MOBILE
2. Mobile e-commerce
“We know that 75 percent of our digital traffic
will come from mobile by the holidays so it’s an
incredibly important “front door” for Target.”
Target CEO
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QUESTIONS?
C H AT T H E M .
2. Mobile e-commerce growth
MOBILE ORDERS BY DATE, 2013 v 2014
SHAR E (%) OF MO B I L E O R D ERS O N H O L I DAY OV E RA L L
One out of four online purchases
(24.5%) came from a mobile phone
or tablet
75.5
81.4
DES KTO P
TAB L ET
PHONE
10.7
10.4
8.2
2013
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QUESTIONS?
13.8
24.5
TOTA L M O B I L E %
2014
C H AT T H E M .
Mobile shopping increased 32%
from 2013 (Up from 18.6%)
CHANNELS
3. Marketing channel
performance
“The targeted ads I get from Google are just so
good! Especially around the holiday season
they’re always showing the things that I want.
They’re all up in my brain!”
Kirk, a shopper from NYC
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QUESTIONS?
C H AT T H E M .
3. Email & search win the holidays
ORDERS BY MARKETING CHANNEL
SHAR E (%) OF HOL I DAY E- CO MMERCE O R D E RS BY M A R K E T I N G C H A N N E L
Other
5.5
Direct
24.9
Display
0.8
Affiliate
10.9
Social 1.9
Search leads the way
Email stays strong
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QUESTIONS?
C H AT T H E M .
Email
17.7
Paid
17.5
Organic
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3. Email & search win the holidays
Email drove the most orders for the biggest holiday shopping days
Black Friday
Cyber Monday
Turkey Weekend
27.3%
23.9%
23.1%
Orders from email
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QUESTIONS?
Orders from email
C H AT T H E M .
Orders from email
SHARE
Survey
Break
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QUESTIONS?
C H AT T H E M .
Survey: Your plan for 2015
For 2015, we’re prioritizing:
A. Customer segmentation
B. Unifying data from multiple sources
C. Optimizing campaigns using customer lifetime value
D. Customer insights and analytics
E. Testing and automating email campaigns
All attendees are eligible to win the raffle for a $50 Amazon Gift Card +
1 Hour 2015 Planning Session from Custora
17
QUESTIONS?
C H AT T H E M .
Looking ahead for 2015
1. Insights
2. Acquisition
3. Retention
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QUESTIONS?
C H AT T H E M .
INSIGHTS
1. Getting data out of “silos”
“This helps us provide more focus on the in-store
opportunities. Instead of asking ‘How can we grow
online sales?’ we focus on ‘How can we drive overall
sales, regardless of where the transaction occurs?’”
GameStop EVP of strategic business and brand development
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QUESTIONS?
C H AT T H E M .
1. Getting data out of “silos”
Combined online purchase data with offline
loyalty programs.
Surfaced insights to drive marketing across
channels (e.g. email)
BROOKYN
ARIZONA
CLV
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QUESTIONS?
C H AT T H E M .
ACQUISITION
2. Optimizing with CLV
(Customer Lifetime Value)
“2015 priorities: Data mining to better
understand channel acquisition attribution
and customer value.”
Liveoutthere.com Marketing Team
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QUESTIONS?
C H AT T H E M .
2. Acquisition analysis with CLV
Evaluate channels more accurately with CLV
vs single purchase revenue/conversions
BaubleBar saw that their best customers
came from Facebook.
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QUESTIONS?
C H AT T H E M .
2. Acquisition analysis with CLV
Evaluate channels more accurately with CLV
vs single purchase revenue/conversions
BaubleBar saw that their best customers
came from Facebook.
First purchase
Search
Facebook
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QUESTIONS?
C H AT T H E M .
2. Acquisition analysis with CLV
Evaluate channels more accurately with CLV
vs single purchase revenue/conversions
BaubleBar saw that their best customers
came from Facebook.
First purchase
Search
Facebook
24
QUESTIONS?
C H AT T H E M .
Lifetime
RETENTION
3. Personalization &
Segmentation
“We don’t need more customers — we need the
customers we have to spend more time with us.”
Macy’s CMO
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QUESTIONS?
C H AT T H E M .
3. Segmentation & personalization
Identify “product affinity segments” to deliver
more personalized emails.
26
QUESTIONS?
C H AT T H E M .
We’re working
Looking
to 2015
with sharp teams.
How often
What to send
Reduce unsubscribes and
increase conversions
Personalize communications
in email, display, social
When to send things
Which devices
Optimize communications
to increase orders
Right items on the right devices
to increase conversion
CLV
Churn
Optimize ad spend for
long-term high value
customers
reach out at the right time
to save customers
27
QUESTIONS?
C H AT T H E M .
Add’l educational resources
Custora E-commerce Pulse
Custora U Courses
Customer-Centric Marketing
Customer Lifetime Value
Segmentation
Lifecycle Marketing
Cohort Analysis
Predictive Analytics
28
QUESTIONS?
2014 Holiday
E-commerce
Recap Report
C H AT T H E M .
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QUESTIONS?
C H AT T H E M .
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QUESTIONS?
C H AT T H E M .
WHAT DID ELITE MARKETERS DO THIS
HOLIDAY SEASON?
Plan the promotional schedule early
AT LEAST 3 MONTHS IN ADVANCE
Consumers think about shopping as early as Halloween. Your
messaging should be tailored to catch them in the pre-holiday
shopping mindset
Promotions and deals are not limited to only Friday and Monday
People typically start shopping right after the holidays, so start your
promotions at least 7 - 10 days before or better yet start right after
halloween.
Add Specific Email Capture for BF / CM Access
“GET ACCESS” TO BLACK FRIDAY AND CYBER MONDAY DEALS
Ask people to opt-in to email even if they are already a on your list.
They are showing a sign of commitment.
Have a bit more assertive email capture strategy.
Create hype and urgency. Tell the people on the email list that they’ll
get an email with a countdown to access the BF / CM deals
Avoid Daily Deals
BECAUSE THEY NEVER WORK
You’re wasting valuable online real estate space on both your email and
your website for deals that may be only relevant to <10% of your
audience.
It takes a ton of time to put together with no real return
Try Sitewide Sales with a Coupon Code
CAST A WIDE NET
Your sale can either be a specific $ amount or a %. The 2nd option is
preferable. You can include exceptions.
People will naturally add more to cart during this period so don’t limit
their choices
Let your audience know about the sale (Tip: don’t just put it on your
homepage)
Structure Deals for Dual Benefits
GET THE BEST OF BOTH WORLDS
Setup tiered deals based on your average order value (Tip: Best
practice is 3 tiers)
Use different deals for customers and prospects
This raises both conversion rates and average order value
HOW DO YOU
RECOVER IN Q1 2015?
Get Creative with the “Holidays”
WHO SAYS CYBER MONDAY AND BLACK FRIDAY GET ALL THE FUN?
Don’t wait until the Q4 holidays to offer your best deals. We thought of
a few below to get you started this quarter.
Make your customers’ shopping experience fun through games. Create
scavenger hunts that unlock mystery deals throughout the site (Tips:
Hide codes around the site--in product descriptions, names, images,
set magical thresholds to see the next level)
Gets visitors to look at a lot of pages, including products they would
have skipped otherwise. Also preps them for later sales.
Make CRO a priority in 2015
Recommended Growing and Mid-Market to Enterprise Stacks
A/B Testing
Behavioral Email Triggers
Heat Maps
SMB / Mid
Enterprise
SMB / Mid
Enterprise
SMB / Mid
Enterprise
- Optimizely
- Visual
Website
Optimizer
- Optimizely
- Maximyser
- SiteSpect
- Visual
Website
Optimizer
- Crazy Egg
- GA
- Hot Jar
- Formisimo
- Clicktale
- Vero
-Triggermail
- Autosend.io
- Smarter
Remarketer
- Bounce
Exchange
- Customer.io
Lead Capture
SMB / Mid
Enterprise
- FancyBox
- Hello Bar
- Bounce
Exchange
Predictive Analytics
SMB / Mid
Enterprise
- Custora
- RJ Metrics
- Kissmetrics
- Mix Panel
Video Hosting
SMB / Mid
Landing Page Software
Enterprise
Wistia
Live Chat
SMB / Mid
Enterprise
SMB / Mid
Enterprise
LeadPages
Unbounce
Marketo
HubSpot
Ion Interactive
Olark
LivePerson
Enterprise Only
Behavioral Automation
CRO Agencies
Wire Framing
Life Cycle Marketing
Bounce Exchange
Conversion Rate Experts
Wider Funnel
SiteTuners
Balsamiq
Custora
Utilize Advanced Marketing Channels
Advanced retargeting
High frequency email automation
Facebook custom audience
Plan your A/B Testing Roadmap
6 MONTHS IN ADVANCE
Plan in 3 phases, not months
High Impact Tests (no button color)
Talk to Customer Service/Sales
C H AT U S
+
Q&A
31
QUESTIONS?
C H AT T H E M .
WEBINAR
+
More questions? Fun gifs?
[email protected]
[email protected]
Brett Robbins, Head of Business Development, Custora
Ryan Urban, CEO, BounceExchange
32
QUESTIONS?
C H AT T H E M .