Boosting Your First-Party Data Strategy: Whys & Hows
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The Welyft x VWO webinar discusses the importance of enhancing first-party data collection to improve customer journeys amidst a cookieless future. It emphasizes strategies for user identification, account sign-up, and login processes to drive engagement and personalization in marketing efforts. The webinar highlights the necessity for companies to adapt to changing privacy regulations and the growing significance of data-driven decision-making in customer experience.
Boosting Your First-Party Data Strategy: Whys & Hows
- 1. Enhance your customer journey 1 WHY BOOSTING YOUR FIRST PARTY DATA COLLECTION AND HOW TO DO IT ? Welyft x VWO Webinar May 30th 2023
- 2. Welyft is a Data-Marketing Agency specialized in Customer Journey Activation. Based on data, we use technology to create innovative, high-impact, individualized marketing campaigns. We conceive and deploy data-marketing vision. Who are we ? 2
- 3. With You today : Amaury Ortolland Co-founder @Welyft +9 XP in CRO, A/B testing & personalization GA4, WVO, Contentsquare, Mixpanel certified Former LVMH Optimization manager Supported customers: LVMH / Sephora / Dior / Bvlgari / Axel Springer / Air France 3 Welyft 5 CRO and DATA Experts Started in september 2022 (8 months old) Partner & certified on all the main CRO platforms 📍Based in France Operating worldwide
- 4. Consulting A/B tests Onsite / CRO - UX Design - User test - AB/MVT test - Personnalisation cross chanel - Push Structuration - Data reconciliation: offline / CRM - Enhanced data Sharing - Dashboarding - Data sharing Audit - Audit Analytics - Audit UX - Audit ad centric / media - Benchmark - Voice of customer > Activation roadmap Alignement - KPI workshop - Data quality audit Implementation - Tracking plan site & ad centrics - RGPD / Cookie consent Optimize your journeys Define your strategy Enrichment your datastet Activate your users What do we do ? 4 Tech
- 5. WEBI NAR Ecommerce Deliver seamless omnichannel experiences, to encourage cross-sell, repeat purchases and build long- term customer loyalty. Luxe, Retail, Beauty, Travel Services Increase your average revenue per user and the lifetime value of your subscribers. Pure player, SAAS, Media, Finance Lead-gen Drive 1:1 engagement, free trials and leads with industry-specific activations. Automotive, BtB, BtC, Telecom Welyft activates across all industries.
- 6. 6 (CRO) (CRO) (CRO) (CRO + Tracking) (CRO+ Tracking) (CRO) Some references. (CRO) (CRO) (CRO)
- 7. 01. The 1st party data opportunity 02. Why you should focus on identification 03. How to start your identification strategy ? 04. How to sign-up users successfully 05. How to log-in users successfully Summary.
- 8. 1 The 1st party data opportunity. 8
- 9. “Now is the time to explore and exploit the true potential of first-party data." 9 Data-driven marketing in a post-cookies, post-AI, post-privacy world. Unfortunately without investment into data collection and a significant user identification strategy, 1st party data won’t be able to reconcile your users and to delivery the value. Following Google's planned phasing out of third-party cookies (2024?) in its Chrome browser, we are facing a cookieless future. The change has been brought about by increasing privacy and security concerns from consumers, and the introduction of privacy legislation, particularly the GDRP. These changes will require new first-party data strategies to drive performance and better experiences, including leveraging first-party data and a tech stack that enables 1-to-1 personalization.
- 10. WEBI NAR Zero-party Customers intentionally share this data, often in exchange for value Form or survey User settings 2nd-party A partnering company's customer data, data shared via co-marketing efforts, or a trusted affiliate's user behavior data. Email collected from trusted partner SMS or Email interactions 3rd-party This data is collected by unrelated companies and bought by other companies Data vendors or brokers, public databases, Data bought from companies specializing in data collection for various demographics. Best Data quality 1st-party Data directly collected from user user with no direct intervention Web analytics tools (like Google Analytics), CRM systems (like Salesforce) A/B testing tools (WVO) Best Data quality What is first party data ?
- 11. The challenges of 1st party data. 11 GDPR (2018) Compel marketers to ask visitors’ consent before collecting data and provide a transparency about data to customers. +17 points Global user cookie opt-out increase between 2022 & 2019 on (avg cookie refusal: 39% vs 22%). (source= CNIL FRANCE 2023) Safari ITP 2.0 (2019) : first party cookies deletion after 7 days without interactions End of third party cookies for Google (2024 TBC) Google Chrome represents 60% of browser market End of third party cookies for Mozilla, Edge and Safari (2019 - 2020) Effective application of regional regulation on cookies e-privacy, CPRA (2021-2022) Transition from GA3 to GA4 (2020- 2023) on a more activation, privacy and event centric analytics. GA3 GA4 The near end of browser-based tracking and cookies that will push to Server Side Tracking
- 12. 2 Why you should focus on identification ? 12
- 13. Strategic gains of 1st party data on Customer Experience. 13 Loyalty 78% of consumers are more likely to complete a repurchase from company that personalized their experience (Mckinsey 2021) Relevancy 72% of consumers claim that they respond to marketing messages that are exclusively crafted to their choices. (SmartHQ 2020) Accuracy First-party data comes directly from the source, increasing its reliability. Real-time Once connected you can leverage info directly from the data layer to personalize UX Trust With first-party data, you can design your data architecture structure to ensure it complies with any relevant laws. Transparency As you have full control over how you collect and use first- party data, you can clearly explain this to your customers to obtain their informed consent. Control You own first-party data collected from your customers. This puts you in full control of how it is collected, stored and used. Value Companies that excel at personalization generate 40% more revenue from those activities than average players (Mckinsey 2021) Identification All theses gains will be enabled thank a constant effort to maximise user identification on your experience
- 14. The login audience is still very limited Login rate 1% and less Rookie Lack of information No push Guest checkout prioritized 3-7% Challengers Value proposition explanations Multiple pushs Exclusive services 1-3% Learner Value proposition explanations Source: Welyft ecommerce internal benchmark ( Cosmestics, Luxury & hospitality) Description Status 10% and more Top players Attractive loyalty program Exclusive services Gifts Nudges Most of the E-commerce players are located here
- 15. 15 Efficiency Effectiveness Multi-Moment Connected Emerging Nascent Up to +20% in revenue* Up to -30% in Costs* *Source BCG 2019 Marketing automation Measuring effectiveness with AB testing Data Capture & Visualization Operating Model and Organization Design CRM Integration Data-Driven Attribution and Creative Strategy Omni-Channel Measurement Strategy Online to offline Audience strategy Predictive and Advanced Analytics Modeling Website content testing and personalization Identification is the backbone the digital maturity growth. Before building a compelling story across the entire customer journey that will generates value. You need first to set the foundation and to build connections User identification it's an essential step on the ladder to digital maturity. By investing on identification, you will increase the reach and the relevancy of all the activations that you are planning to deploy on your Customer Journey. BCG Maturity matrix
- 16. 16 Identification is the backbone the digital maturity growth. BCG Maturity matrix New visitors Logged visitors ALL USERS No consent Un-logged users Returning visitors not logged Logged visitors Opportunity Activation reach
- 17. Your Top 5 direct opportunities with significant identification. 17 Ease ordering & checkout Save payment and shipment information to ease checkout process Make quick and more impulsive purchase Recurring replenishment Gain audience insights on customer journey More accurate measurement of customer behaviour across devices with unique user-ID reconciliation Leverage predictive audience Leverage predictive audiences to push make smart messages and displayed them at the best place in the customer journey. Personalization and recommendations Exclusive content for specific segments : provide access to exclusive products, special offers … Personalized recommendations/journey based on what visitors bought, liked or consulted and add value to their experience Identify analyze your high potential segment According to their shopping behaviour and identify significant segments (VIP, prospects…) and activation and analyse them thanks to tools like ContentSquare or Hojtar
- 18. Identification opportunity: Target better GA4 predictive audience on VWO 18 Importing GA4 Audiences Into VWO By boosting your identification rate you will increase the quality and the reach of the predictive audience that you will be able to target within WVO with a dedicated offer or message. NOTE: This feature is exclusive to the Enterprise plan.
- 19. 3 How to start your identification strategy ? 19
- 20. 20 WEBI NAR Where do I need to start ? Data collection Next, determine the technologies and resources you need to invest in to get a comprehensive view of your data. Besides the sources that collect your data (website, social networks, CRM), If you do not have the necessary resources to manage or invest in these technologies, consider working with a partner who could help. + VWO Data360 Enablers: Develop Strategy At this stage, you must clearly identify the data you need to effectively reach your business goals. Then, set priorities for each customer segment. Consider how you can use first-party data for upselling or cross-selling, predict or prevent churn, or rejuvenate your customer base through a personalized experience. Enablers: User identification When users log in or sign-up, they provide unique identifiers (like username or email), which enable you reconcile with their profile . It allows instant personalization and a smooth checkout journey with no cookie deletion restrictions. + Web Expérimentation Enablers: Testing & Activation Ensure your automations are working and your assumptions are accurate. If something is wrong, adjust the settings if necessary. Over time, you will discover how segmented audiences respond to different campaigns and offers. Analyze this information to make more informed marketing decisions and achieve better results. + Web Expérimentation Enablers: Enablers
- 21. Develop Strategy Imagine your ideal identification journey. 21 Purchase Post Purchase Site visit Product view Add to cart Confirmation page Returning customer Checkout Sign up Add inpage banners to promote account creation value proposition Sign up Trigger a retention popin with newsletter subription Sign up/Login-in Account creation value propositon on Sign-in/create account step Sign in Account creation journey promoted on the cart page Sign up Account creation incitation on guest checkout user Sign up Account creation opt- in on last checkout step Login incitation on returning visitors Sign up Account creation promotion on returning guest users Sign up Account creation incitation on confirmation email Login incitation on returning visitors Enablers
- 22. 22 WEBI NAR Where do I need to start ? Data collection Improve your user tracking rate Invest on server side tracking to improve the reliability of your data Ressources : Low Impact: High Audience: Medium Topics Growth streams Priorisation User identification Ressources : High Impact: High Audience: High Improve your Cookie consent performance Ressources : Medium Impact: Medium Audience: High Sign-up your audience Log-in engagement Optimize the value proposition of your loyalty program Trigger Sign-up message on key moments of the user journey Ressources : Medium Impact: High Audience: High Ressources : Low Impact: High Audience: High Ressources : Low Impact: High Audience: High Enablers Leverage nudges to engage on the Login step Highlight sign-up journeys within your templates Optimize the sign-up form Ressources : Low Impact: High Audience: Medium
- 23. 4 How to sign-up user successfully ? 23
- 24. 24 In 2022 24% of the American user declared abandoning an order because of the need of account creation. Main reasons why consumers in the United States abandoned their orders during the checkout process in 2021 Note(s): United States; 2021; 18 years and older; 4,329 respondents Further information regarding this statistic can be found on page 51. Source(s): Baymard Institute; ID 1228452 We should convince and not force the user to create an account to make this friction disappear
- 25. 25 How to convince an user ? THE LIFT MODEL The service you provide and which benefits they offer to your clients RELEVANCE How well the service matches your visitors’ expectations and needs at the right moment. CLARITY Do the informations that you are asking to the customer are easy to understand ? URGENCY / INCENTIVE How well you match visitors’ internal urgency and create incentives to act quickly DISTRACTION Everything that distracts, confuses and takes away from the primary goal ANXIETY Everything that creates uncertainty about taking action on account creation
- 26. 26 THE LIFT MODEL TO PROMOTE THE LOGIN/ ACCOUNT CREATION RELEVANCE CLARITY ANXIETY DISTRACTION URGENCY / INCENTIVE Does having all his informations saved, a quicker checkout journey, keeping a link are highlighted to the users ? Are you displaying your sign-up incitation at the right moment ? Does the user interest of creating an account is immediately understandable at a glance by your users ? Are you offering a welcome gift ? Are you offering exclusive features ? Does the form is right on the page ? Do he need to navigate through multiple pages to sign-up ? Will the user receive a large amount of unsolicited emails by connecting with you ?
- 27. Hypothesis: By increasing the clarity and offering direct access to social login the login will be facilitated KPI % Login rate How to improve my login/sign-up journey ? Benchmark: Visibility: 4 Impact 9 Complexity 9 CLARITY Source: @janm_uiux Login page
- 28. Hypothesis: By providing more visibility and a clear value proposition explanation about sign-in the users will be more willing to opt-in to newsletter KPI Newsletter subscription rate How to boost recruitment on home page ? ORIGINAL VARIATION RELEVANCE Visibility: 8 Impact 7 Complexity 9 Originally tested on a cosmetics Ecommerce website with similar hypothesis: +150% newsletter Opt-in on Home page HP HP
- 29. Hypothesis: By adding a special incentive like free- shipping or free gifts to account creation it will generates a high attractivity on subscription KPI % Account creation How to boost recruitment on during user product selection. Benchmark: INCENTIVE Visibility: 8 Impact 8 Complexity 4 PLP PDP Cart
- 30. Hypothesis: By adding a clear snapshot on the value proposition of the account creation it will generates more incentive KPI % Account creation How to better engage into the account creation process ? Benchmark: INCENTIVE Visibility: 6 Impact 8 Complexity 9 Sign-up page Sign-up page
- 31. Hypothesis: By increasing the visibility of exclusive services on the main menu it will highlight the value proposition of creating an account KPI % Account creation How to capitalize on the account features to promote account creation ? Benchmark: Visibility: 4 Impact 6 Complexity 5 Value proposition Originally tested on a luxury Ecommerce website with similar hypothesis: +10% account creation Home page
- 32. Hypothesis: By personalizing the newsletter push message based on user interests it will generates more engagement into the push KPI Newsletter/Account Creation rate Personalize the message according to user’s affinity. ORIGINAL VARIATION RELEVANCE Visibility: 7 Impact 7 Complexity 5 Originally tested on a Ecommerce website with similar hypothesis: +80% Opt-in
- 33. Hypothesis: By explaining all the value proposition of the account creation versus guest users will be more engaged into the sign up journey KPI CVR Guest checkout rate Leverage the ideal moment to engage into the account creation process. Benchmark RELEVANCE Visibility: 3 Impact 5 Complexity 7
- 34. Hypothesis: By adding for guest customer the possibility to create an account directly from the confirmation will catch up users KPI Newsletter Account Creation rate ORIGINAL VARIATION RELEVANCE Visibility: 3 Impact 5 Complexity 7 Originally tested on a Ecommerce website with similar hypothesis: +20% account creation Leverage ideal moment to engage into the account creation process.
- 35. 35 5 How to login-in user successfully ?
- 36. Hypothesis: By leveraging nudges it will encourage visitors to login to consult his special offers KPI Login-rate Leverage nudges to highlight login journeys on returning visitors. ORIGINAL VARIATION URGENCY Visibility: 9 Impact 6 Complexity 9 Originally tested on a Ecommerce website with similar hypothesis: +10% login-rate
- 37. Hypothesis: By adding bubbles on the header it will help the user to remind the interest for him to browse logged KPI Sign-up rate Login rate Display log-in incitation on users on arrival. ORIGINAL VARIATION Value proposition Relevancy Visibility: 9 Impact 7 Complexity 9 Originally tested on a Ecommerce website with similar hypothesis: +12% account creation
- 38. Hypothesis: Adding a “sign-in to view“ feature will drive user login KPI Login rate Leverage user oriented feature to login users. Benchmark Urgency Visibility: 3 Impact 5 Complexity 7
- 39. 39 6Questions ?
- 40. Thank you. Amaury ORTOLLAND, Co-founder Amaury.ortolland@welyft.com +33 6 59 66 40 37 40