CRO is Dead: Mapping the future with Customer Journey Optimisation
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This document discusses how conversion rate optimization (CRO) is being replaced by customer journey optimization (CJO). It provides a 5-step plan to implement CJO, which includes mapping customer journeys, scoring interactions, identifying key "moments of truth", and optimizing those moments. An example of optimizing a customer's journey on an e-commerce site is shown. The key takeaways are that better customer journeys will lead to more conversions, and the 5-step plan can help companies map and prioritize touchpoints to improve journeys.
CRO is Dead: Mapping the future with Customer Journey Optimisation
- 1. Conversion Rate Optimisation is dead Mapping the future of Customer Journey Optimisation
- 2. What we’ll talk about today • What’s wrong with CRO? • What’s the alternative? • How to make it work: a 5-step plan • CJO in action • Key takeaways
- 4. Think about your journey to today’s event1 Rate it out of 102
- 5. You got here... but your journey could have been better
- 6. Today, we’re going to talk about the digital equivalent
- 7. A bit about us
- 8. Hannah Nakano Stewart VP Global Marketing Ky Ismet Client Services Director Who we are
- 9. We make it simple to deliver customer journeys that convert 200,000 Campaigns 30 billion Interactions Trusted by 500+ brands 73 million Sales influenced 50 million Carts saved
- 10. A combination of data-driven service and technology
- 12. ReviewsEmail Analytics Affiliates Integrations and partnerships to supercharge your stack Payments E-commerce platforms
- 15. Sure it is. But it’s an oversimplification
- 16. Goes to wishlist Searches for item Adds to cart Purchase Goes to category page Browses 5 product pages Adds 1 to cart; abandons for 2 days Returns; purchases Dwells on homepage Searches for item Adds to cart; abandons for 5 minutes Returns; adds promo code; purchases Returning Visitor from price comparison A new visitor from incentive / loyalty Returning Customer from email
- 17. They all end in conversion Job done, right?
- 18. Every customer here seemed to be happy - they converted But their journey wasn’t easy... and they might never come back.
- 19. Goes to category page Searches for item Adds to cart Purchase Browses 5 product pages Returns; purchases Dwells on homepage Searches for item Returns; adds promo code; purchases Adds 1 to cart; abandons for 2 days Was unsure they were getting the best deal Might not return Adds to cart; abandons for 5 minutes Went looking for a promo code Goes to wishlist Was disappointed to see wishlist empty Low order value Never comes back until there’s a discount Returning Visitor from price comparison A new visitor from incentive / loyalty Returning Customer from email
- 20. Only optimising for the end result means you lose sight of the journey
- 21. CRO Means a focus on one goal Means a ‘line of best fit’ to get there Can compromise your customer experience
- 23. CRO CJO
- 25. “Using a data-driven approach to improving the whole journey to get more conversions.” “ ”
- 26. 71% Of marketers say CJO is ‘Very important’ Source: Econsultancy & Adobe CX report 2018 And don’t just take our word for it...
- 27. 71% 50% Top performing companies are more likely to have well- designed journeys Source: Econsultancy & Adobe CX report 2018 Of marketers say CJO is ‘Very important’ And don’t just take our word for it...
- 28. 71% 50% 22% Well designed journeys help businesses exceed goals by 22% vs. 14% Source: Econsultancy & Adobe CX report 2018 Top performing companies are more likely to have well- designed journeys Of marketers say CJO is ‘Very important’ And don’t just take our word for it...
- 29. Source: McKinsey “Talk to me when I’m in shopping mode” “Remind me of things I want to know but might not be keeping track of.” “Know me no matter where I interact with you.” “Give me relevant recommendations I wouldn’t have thought of myself.” Your customers want it too “Share the value in a way that’s meaningful to me”
- 30. 63% Of consumers expect brands to know how they prefer to interact across channels Yieldify survey of 1000 online shoppers
- 31. You stop Focusing on the conversion
- 32. You start Focusing on the journey
- 33. Let’s go back to our customer journeys
- 34. Not all visitors are created equal...
- 35. Different segments require different journeys First time arriving on site Returning website visitor Cart abandoner Returning customer B2B customer
- 36. Goes to wishlist Adds to cart Purchase Goes to category page Browses 5 product pages Returns; purchases Dwells on homepage Searches for item Adds to cart; abandons for 5 minutes Searches for item Finds saved products and recommendations based on previous purchase Purchases 2 items Adds 1 to cart; abandons for 2 days Shown best- price guarantee on each product page Purchases; entered into nurture sequence based on product choice Returns; adds promo code; purchases Shares email address & added into abandoned cart sequence Returning Visitor from price comparison A new visitor from incentive / loyalty Returning Customer from email
- 37. Optimising the journey still yields the conversion by giving your customer a better experience
- 38. 3. How to make it work: a 5-step plan
- 39. Like all good journeys, it starts with a map
- 40. Take a segment 1
- 41. Map all the interactions that they have on their journey with you 2
- 42. Score those interactions; score the overall journey 3
- 43. Identify those moments that will make the most difference; these are your Moments of Truth 4
- 44. Optimise your Moments of Truth! 5
- 45. Your main challenges will be: Overcoming silos Scoring the journey
- 46. 4. CJO in action
- 47. 1. Acquire new customers 2. Increase average order value 3. Reduce site abandonment
- 48. HEWI customer journey New visitor arrives, dwells on page
- 49. New visitor arrives, dwells on page Banner shows this month’s favourites HEWI customer journey
- 50. New visitor arrives, dwells on page Banner shows this month’s favourites User clicks through to favourites, and selects a Chanel handbag HEWI customer journey
- 51. New visitor arrives, dwells on page Banner shows this month’s favourites User clicks through to favourites, and selects a Chanel handbag After falling inactive, a notification triggers to direct them to other products from the same brand HEWI customer journey
- 52. New visitor arrives, dwells on page Banner shows this month’s favourites User clicks through to favourites, and selects a Chanel handbag After falling inactive, a notification triggers to direct them to other products from the same brand Browses Chanel category page, then shows intent to exit HEWI customer journey
- 53. New visitor arrives, dwells on page Banner shows this month’s favourites User clicks through to favourites, and selects a Chanel handbag After falling inactive, a notification triggers to direct them to other products from the same brand Browses Chanel category page, then shows intent to exit Exit message offers an incentive for newsletter sign up HEWI customer journey
- 54. New visitor arrives, dwells on page Banner shows this month’s favourites User clicks through to favourites, and selects a Chanel handbag After falling inactive, a notification triggers to direct them to other products from the same brand Browses Chanel category page, then shows intent to exit Exit message offers an incentive for newsletter sign up HEWI customer journey
- 55. 1. Promote benefits of service 2. Identify the optimal number and sequence of campaigns 3. Drive higher conversion rates with CJO
- 57. How would this work for you?
- 58. How do you measure it?
- 59. 5. Key takeaways
- 60. Better journeys means more conversions Use your 5-step plan to map, prioritise and optimise CRO has evolved into CJO1 2 3
- 61. Come visit us at Stand 47 alcoholic ice-cream
- 62. Thank you!