DMO Advanced: Creating Conversion Experiences That Grow Trust & Revenue
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This document discusses strategies for building trust and revenue through first-party data and conversion experiences. It emphasizes understanding audiences, message mapping creative experiences across channels, and using email lists to nurture prospects. Specifically, it recommends crafting mobile-optimized experiences, using guardrails when prospecting with email, leveraging cross-channel attribution, and defending against competitors by asking for contact information upfront. The overall message is that understanding audiences and providing consistent, trust-building experiences across channels can improve engagement and conversion.
DMO Advanced: Creating Conversion Experiences That Grow Trust & Revenue
- 1. Creating Conversion Experiences To Build Trust & Revenue Navah Hopkins Director of Paid Media
- 2. Agenda Building Our Audience Message Mapping First Party Wins Navah Hopkins Director of Paid Media About Me Worked with thousands international brands since 2008 International speaker Pet mom, gamer, and star wars fan
- 3. What Does First Party Data Mean? First-party data is information you collect from your customers, site visitors, and app users during their interactions with your products and services. To be considered first-party data, information must be collected from your own sites, apps, physical stores, or in other situations when people have directly interacted with your products and services.
- 4. What Does Third Party Data Mean? Third-party data is user information that you purchase or otherwise obtain from other sources.
- 5. Who Cares?
- 6. Developing strong relationships with customers has always been critical for brands to build a successful business, and this becomes even more vital in a privacy-first world. We will continue to support first-party relationships on our ad platforms for partners, in which they have direct connections with their own customers. And we'll deepen our support for solutions that build on these direct relationships between consumers and the brands and publishers they engage with. David Temkin Director of Product Management, Ads Privacy & Trust - March 3, 2021 “
- 8. Audiences Are The New “Keyword”
- 9. Audiences You Influence Will Perform Better 21000 Google Accounts with at least $1 of spend and at least 1 conversion
- 10. Facebook Lookalike Audiences Hold Power Too AdEspresso study 375% CPA Improvement
- 11. Don’t Be Afraid To Ask For Emails! Based on 3 billion website sessions, 33 thousand pop-ups, and 94 million sales on Justuno customer sites in 2020
- 12. Who Your People Are Why They Want What They Want Beginning With Intent Driven Audiences Means Understanding:
- 13. Purchasing decisions driven by subconscious instead of facts Gerald Zaltzman, Harvard University 95%
- 14. Who Are Your People? Power Motivation Frequency
- 15. What Will Their Buying Journey Look Like?
- 16. Why Will You Be The Best Answer To Their Need 21000 Google Accounts with at least $1 of spend and at least 1 conversions
- 17. Will They Buy Again? 53% of senior finance executives say at least 40% of their revenues are recurring
- 18. These Answers Will Help You Craft The Best Possible Creative Experiences To Earn Their Business & Trust
- 19. The Creative That Works For One Prospect, Might Not Work For Another 21000 Google Accounts with at least $1 of spend and at least 1 conversions
- 20. 74% Of Marketers Don’t Message Map(AdWeek) Dominate Your Competition With Creative Instead Of Budget + = + =
- 21. Earning Trust Is The First Step To Earning Business Echo Language From Ads Reviews/Testimonials 82% Read Before Buy 202% Conversion Rate Improvement
- 22. On-Site CRO Can Help Grease The Wheels! Based on 3 billion website sessions, 33 thousand pop-ups, and 94 million sales on Justuno customer sites in 2020
- 23. If It’s Early In The Buyer Journey, Offer A Litte Commitment
- 24. Get The Customer In The Habit Of Saying Yes!
- 25. Engagement & Conversion Rates
- 26. What If They’re Just Not Ready?
- 27. Exit Offers Can Be A Great Way To Keep The Conversation Going ● Sense of urgency, but keeping it polite and on brand ● “My” plants the seed that they’ve already opted in ● FOMO!
- 28. You Miss 100% Of The Shots You Don’t Take
- 29. You Don’t Always Need A Discount
- 30. Desktop Does A Better Job of Engaging When There Isn’t An Offer ● 4177 emails collected between mobile and desktop ● 24% who gave an email bought something
- 32. Ads & Landing Pages Play Equal, But Different Roles In The Path To Conversion
- 33. Ads Make A Promise Grounded In Keywords/Topics Your Buyer Persona Is Likely To Engage With
- 34. Transparency & Soft-Selling Often Perform Better Than Fabricated “Free” Offers 50,618 ads with at least one click in Q3
- 35. Landing Pages Are Sales People Delivering On That Promise Through Feeling & Facts
- 38. 80% of shoppers who watch a YouTube video related to a purchase they’re planning to make do so at the start of the process. (Think With Google)
- 41. ● Message mapping from ad to landing page. ● Call to action above the fold and inviting. ● Product first, user second, so they don’t get bogged down in demographics Facebook “Follow-up” With Product + Personality
- 43. Consumers say they would like to receive promotional emails from their favorite brands on a weekly basis. Statista 49%
- 45. Less Likely To Buy After A Bad Mobile Experience 60%
- 46. Props To Lume I Need To Use Another Brand To Highlight Bad Mobile Experiences
- 47. Buying A PS5 Is Hard
- 48. 3 scrolls & slow- load to be dissapointed 2 scrolls to be dissapointed
- 49. Fail Trifecta • No waitlist to join...missed nurture opportunity! • Bad experience trying to buy one product, puts me off the rest. • Qualifying information hidden low on the page & behind slow load times!
- 50. Craft Mobile Experiences Of Winning Landing Pages & Email Capture!
- 51. You’ve Earned Your Prospects’ Emails… Now What?
- 52. If You’ve Earned The Email, Use It!
- 53. Opportunity #1: Prospect With Guardrails
- 54. Use Audience Manager To Tell You The Market Opportunity
- 55. Search, Display, Shopping Video, Display, Message Video, Display Opportunity #2: Cross-Channel Attribution Through UTMs
- 56. Opportunity #3: Defend Your Turf From Competitors
- 57. Paid Traffic Will Give Us Their Info If We Ask Nicely 14% 11% 68% 47% Overall Traffic Paid social responsible for 14% of overall traffic Emails Almost half net-new emails came from this targeted paid segment. Reduction In Cart Abandonment By customizing exit offers by traffic source, achieved an 11% reduction in cart abandonment Attributable Revenue Business earned from bringing PPC, audience segmentation and targeting, and email nurture together!
- 58. Thank You! Questions? Navah Hopkins Director of Paid Media navah@justuno.com @navahf