eComm talk 3: Effective tools for Website optimisation
- 1. eComm Talks #3: Effective tools for website optimisation
- 2. ● 11+ years in Social Projects and NGO’s ● Marketing Professional for 7 years | ThinkFirst Digital for 3 years ● Startup subscription startup ● Business consulting for 2 years Nikolay Nekov | Managing Director
- 3. I believe that real value comes when you not only offer the available resources, but you consult your customers in the long run for the most appropriate solution for their business. Everyone has limited resources and the strategy of using them has a key role to play. Nikolay Nekov | Managing Director
- 4. About the team - Think with the client & Consulting First - Focused on Performance and CRO Optimisation - Experience in gamification and loyalty programs - Already worked with more than 25 companies
- 5. Services Marketing Strategy and Performance We will help you to get the clear vision of the market and how to position your brand as trendsetter. CRO Optimizations A website is your greatest marketing asset. Done right, it will single handedly turn visitors into paying customers. Digital Consulting Our consultants and digital marketers are here to partner with you to achieve your digital marketing or omnichannel objectives. Personalisation and Automations We’re able to translate the market and user data into effective strategies that bring you closer to your business goals.
- 7. Our Clients We have a proven track record with successful digital campaigns with one of the biggest brands in Bulgaria. Our team has a wide range of expertise in the area of performance advertising, content and creative, marketing strategy, website development, PR and event management.
- 8. eComm Talks - Increase the awareness about eComm trends and Retail Innovations - Share the knowledge - Community building - Newsletter / Podcast in 2021
- 9. Main topics 1. What is CRO and WHY is so important? 2. The reasons why we don’t optimise 3. Goals? Why we need to involve these bastards 4. Main types of tools - Behavior tracking - Content personalization - Gamification - A/B testing - Automations 5. Important steps to follow 6. Partnership network 7. Facebook Group and YouTube Channel
- 10. Conversion? Conversion rate optimisation is the process of increasing the number of site visitors who you want to take an action (which would result in a conversion). This can include: ● Signing up to a newsletter ● Creating an account ● Completing a form ● Downloading a white paper ● Making a purchase
- 11. Micro Conversions Set of different actions which are leading to Conversions. You need to track and analyze it in order to know better where you need to optimize the customer journey. Examples: - Visit category page - Website search - Add to wishlist or cart - Initiate checkout Track the ratio between.
- 12. Conversion Rate Optimization? Conversion rate optimisation is the process of increasing the number of site visitors who you want to take an action (which would result in a conversion). What’s included in the process: - Marketing strategy - User behavior analytics - UX/UI design analyze and optimization - Data analytics - Website development Where to find it in Google Analytics: Conversions > Ecommerce > Overview
- 13. Why CRO is so important? Disclaimer: - If we include the organic and direct traffic the change will be even more significant - If you combine PPC and CRO the efficiency could be double
- 14. The main reasons we don’t optimize
- 15. The main reasons 1. Lack of knowledge and experience. 2. Our Tech partner is not helping with the integrations. 3. Nobody is tracking the metrics which are important. 4. We believe that if the website is online so it means that everything is fine. 5. We blame the only the advertising for the results. 6. We expect that our agency is doing it.
- 16. Goals? What.. It’s very simple - we just want MORE PROFIT. Just don’t focus on the Macro Goals. Start with them.
- 17. Micro goals Higher spend for first purchase Higher Average Basket sum from all clients More purchases from the current client base Higher % of all clients with 2+ purchases
- 18. Goals? What..
- 20. Behavior tracking The more you know your customers the more loyal they will be to your products.
- 21. Behavior tracking The main measures: - Heatmaps - Recordings - Click, move and scroll maps - Surveys
- 22. Heatmaps
- 23. Scroll maps
- 24. Scroll maps
- 25. Surveys You cannot track everything. Sometimes it’s much better to ask for feedback on specific pages. (not on the checkout :)
- 27. Clicktale
- 29. 91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them. - Accenture
- 30. Content personalization The most used placements: - Recommended products (Product / Category page) - Homepage sliders and carousels - Cart/Checkout page - Email recommendations - Push notifications - Retargeting Ads
- 31. Personalisation
- 34. Content personalization Personalisation Stages: 1. No Personalisation / / treats the audience as a whole 2. Minimal Personalisation / / basic identity campaign that considers name, gender or age 3. Insight Driven / / considers membership status, propensity to purchase, demographics 4. Enriched Insight / / using more variables still, and potentially partner data 5. Single Customer View / / real-time using identity, behaviour and circumstances 6. Predictive Optimised (ie next best actions, enabled by machine learning) Our team has the experience and know-how to deliver high-class stage 6 personalisation. Source
- 36. Marketers report a 760% increase in email revenue from personalized and segmented campaigns. - Campaign Monitor
- 37. Email automations What is important when you choose your email automation provider: - High deliverability across all email clients - Clear connection with your website platform - Features for flows building - Actionable insights and data
- 39. IV. A/B Testing
- 40. A/B Testing Where to start from: - Choose specific goals - Choose elements to test and audience to address - Start with small changes - Set at least 3 months period
- 41. A/B Testing
- 42. A/B Testing
- 43. V. Gamification and social influence
- 46. Gamification Where to start from: - Choose what type of gamification you want to use - Brainstorm how to implement it in - text, images and dynamic website content - Make a map where and when you will implement it and which are the goals you are setting Ex: Test products quantity and limited editions approach 10 examples
- 51. VII. Speed
- 52. ● 40% of people abandon a website if it needs more than 3 seconds to load. ● An eCommerce making $5,000 a day could potentially lose $125,000 sales per year from 1 second page delay. ● Conversion rates increase 74% when load times improve from 8 seconds to 2 seconds.
- 53. Speed optimisation 1. Google PageSpeed Insight 2. Google Mobile Friendly test 3. GTMetrics 4. Wordpress Speed optimizing tools
- 54. VIII.Search 64% of people use search to address the “I-want-to-buy-moment” 43% of users on retail websites go directly to the search bar.
- 57. Steps 1. Start with CRO Strategy 2. Connect and prioritize the tools with the CRO Strategy 3. Delegate some of the tasks to other people in your team. 4. Find a technical and marketing partner to walk through the process. 5. Start with small steps, evaluate and upgrade. 6. Make monthly reporting KPI's and templates to analyse the results. 7. Start with "What we want to achive". 8. If you need some support - call us :)
- 58. Partners Program Type of clients: 1. Direct with clients 2. Working with development companies 3. Working with marketing teams/people Commision based program - 10% to 30% from the first 3 months
- 59. Community Group
- 61. Book your free 30 mins consultation > +359884440770 nekov@thinkfirst.bg thinkfirst.bg