Ecommerce for Associations
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The document discusses the integration of e-commerce within marketing technology for associations, highlighting the importance of tracking customer interactions and optimizing buyer journeys. It covers web development fundamentals, shopping cart systems, and the use of marketing automation platforms to enhance user engagement through various channels and personalized content. The importance of utilizing cookies and tracking scripts for identifying users and capturing marketing data is also emphasized.
Ecommerce for Associations
- 1. E-commerce for Associations Adam Higgins MarTech Consultant
- 2. Agenda Where Does E-Commerce Fit in MarTech Stack Website Fundamentals E-Commerce Systems Tracking E-Commerce Transactions in Marketing Automation Platforms
- 3. E-Commerce Where does E-Commerce Fit in Marketing Technology Stack
- 4. E-commerce Buying and Selling of Your Products Via Your Website Integrated Systems Working Together Website > Shopping Cart System > AMS > Bank > General Ledger Automated Collection of Payment
- 6. Marketing’s Role Marketing’s Role is to generate activity and leads to generate a sale online. 1. Create Contextual Content for the Audience 2. Attract the Right Audience 3. Generate User Impulses to React
- 7. Marketing Triangle Creating specific content for a specific audience to generate a specific result. RESULTS CONTENT AUDIENCE
- 8. Marketing Triangle with Ecommerce • E-commerce is the Result • Purchase History • Personalize Content • Contextual Content • Audience Segmentation RESULTS CONTENT AUDIENCE
- 9. Buyer’s Journey Consider the Buyer’s Journey with E-Commerce and Converting a Lead to a Customer 1. Lead Consume Content 2. Lead Lands on Product Page 3. Adds Product to Cart 4. Purchases Product 5. Lead Converts to Customer
- 10. The Buyer’s Journey is Not Linear There are Several Touchpoints Before the Buyer Purchases Marketing Automation Programs Tracks the Touchpoints Trigger Contextual Content Based on the Touchpoints Context Drives the Purchase
- 11. Buyer’s Journey SEO Imagine I do a search for fundraising advice and tips. Fundraising advice and tips
- 12. Buyer’s Journey Blog I stumble upon a couple articles on your website. Great articles and get good insight. Then, I went about my day to meetings, responding to emails, and work.
- 13. Buyer Journey Re-Targeting Ads At lunch, I go onto YouTube. While watching a video, I see an ad for “200 Ideas: Raising Revenue". I click the ad, and view the product detail. Looks like its exactly what I need at the moment. But I jump back to YouTube to finish watching the video.
- 14. Buyer’s Journey Email An hour later, I get an email "Fundraising Resources for You". In the email, is a coupon for “200 Ideas: Raising Revenue". I click the link, and purchase the book.
- 15. Omni-Channel Marketing The Marketer Used Several Channels to Convert the Lead SEO Blogs Re-Targeting Ads Email Landing Page Shopping Cart
- 16. Life of the Lead Capture all touchpoints throughout the life of the lead that converts the lead to a customer.
- 17. Get Past the Vanity Metrics Vanity • Open • Clicks • Page Views (Hits) Insights • Conversion Rate • Campaign Revenue • ROI
- 18. Website Basics Let’s Establish the Fundamentals Web Design and Development
- 19. Front End Vs. Back End Development Front End • Design • Look and Feel • HTML + CSS + JavaScript Back End • Development • Processing • SQL + Coding Language
- 20. Front End Components HTML Structure CSS Aesthetics JavaScript Interactivity
- 21. HTML - Framing Similar to building a house. The HTML is the foundation and studs to the house. The HTML sets the layout of the webpage • Structure • Fluid vs Fixed • Single Column • Two Column • Sections • Header • Navigation • Body • Footer
- 22. CSS – The Design Add your personal design to the structure. Most sites have a similar structure, but CSS gives each site its own personality. • Aesthetics • Colors • Fonts • Spacing
- 23. JavaScript - Interactivity • JavaScript is an advanced web programing language. • Most powerful language out of HTML and CSS • JQuery is JavaScript's most popular library. • JQuery simplifies JavaScript for developers • Interactivity • Hero Slides • Modal Popup • Dropdown • Single Page Applications • Web Tracking
- 24. Backend Development Most websites are Built on Content Management Systems (CMS) CMS use SQL Databases to store content Coding Languages Help the Databases Communicate to the HTML pages. PHP Cold Fusion ASP
- 25. Shopping Carts Systems Let’s Build on the Web Basics, and Discuss How Shopping Cart Systems Work.
- 26. Association Management Systems Association Management Systems that track member activity and demographics. Member Activity can include product and membership purchases Popular Systems • Aptify • Abila NetForum • iMIS • Microsoft CRM • Personify • SalesForce
- 27. AMS Ecommerce Systems AMS systems have proprietary web facing shopping carts to automatically integrate to the AMS.
- 28. Open Source Ecommerce Systems Some Association use open source CMS. These CMS’ have add-on shopping carts. Then integrate the Shopping Cart with the AMS. • Wordpress WooCommerce • Drupal Commerce
- 29. Enterprise Ecommerce Systems There are also enterprise systems that Associations can integrates to CRM or AMS. • Shoptify • Magento • Big Ecommerce
- 30. Product Catalog Product catalog stores all your products Holds all data points to display product detail on web pages In some cases, keeps track of inventory
- 31. Shopping Cart Journey All Shopping Carts have these four standard pages. As a marketer, you want to track the leads activity across the four pages. 1. Product Page 2. Shopping Cart 3. Purchase Page 4. Confirmation
- 32. 1. Product Pages The product landing page. Details all the information related to the product. • Cost • Description • Reviews The pages has a clear call to action to add the items
- 33. 2. Cart The cart uses JavaScript to save items in the cart in that web session. The cart also totals the amount of the total purchase.
- 34. 3. Purchase The lead is now committed to purchasing, and has to enter payment information
- 35. 4. Confirmation The site confirms payment received from the payment processor. The processor sends the funds to the merchant account. As a marketer, this page converts the lead to a customer.
- 36. Tracking Customer Purchases How to Use the Purchase History for Marketing Automation
- 37. Transaction Saved in AMS or CRM The E-Commerce site saves the transaction inside the AMS Gives Marketer Insight Data Hard to Make the Data Actionable and Usable When Only in the AMS or CRM
- 38. Save Transactions in Marketing Platform Integrate Purchase History Data Real Time in the Marketing Automation Platform Use Tracking Scripts to Capture Activity Gives You Insight into Marketing Campaign Performance Makes Data Actionable Predictability Trigger Automation Campaigns Persona Development
- 39. How? JavaScript Conversion Codes JavaScript is the technology framework that allows marketers to retrieve web analytics and track conversions. Marketing automation platform use tracking scripts on your websites. Tracking scripts send information to the marketing automation platforms.
- 40. Anonymous Users and Cookies Anonymous users are web visitors that have never filled out a form or clicked a link in an email. Marketing Automation platforms use cookies to identify the contact viewing the webpage E-Commerce systems capture the email address on purchase step in the shopping cart journey. The email address captured identifies the customer.
- 41. What is a cookie? Cookies stores information on your computer or phone by a website you visit. Cookies are browser specific
- 42. Where it Stored? Browsers store the cookies in their sub folders. Cookies are small text files. Some browsers store in one long file. Some browsers store each cookie separately
- 43. What is in the Cookie? Cookie Name Website Value Duration
- 44. How Long do Cookies Last? Session Cookie • Temporary • Only stores the cookie while you visit the site. • Cookie deletes once you leave the website Persistent Cookies • Permanent • Website specifies the duration of time for the browser to keep the cookie
- 45. Cookie Help Identify Users Marketing Automation Platform (MAP) stores identity cookies on your computer The identity cookie is a unique key The key opens the door to your data stored in the MAP
- 46. MAP Web Activity Script Name Marketo • Munchkin Act-On • Beacon Hubspot • Tracking Code HighRoad Marketing Cloud Tracking Code
- 47. Where does the Script go? The scripts go in the bottom of page before the ending </body> tag.
- 48. How does the script work? 1. User visit web page 2. JavaScript runs 3. JavaScript Identify User 4. JavaScript Sends Web Activity to MAP JavaScript sends information to the Marketing Automation Platform (MAP) real-time.
- 49. Identify Anonymous Users Form Submit • Lead fills out form with contact information • MAP stores the cookie • MAP associate cookie with contact information Web Visit via an Email • Contact clicks link in email • MAP stores cookie • MAP associate the cookie with the email address.
- 50. Track the Buyer Journey 1. Searched Google 2. Read Blog 3. Clicked Ad 4. Read Email 5. Click CTA in Email 6. Viewed Product Page 7. Added Product to Cart 8. Viewed Payment Form 9. Submitted Payment Form 10. Viewed Confirmation Page 11. Lead Converted to Customer
- 51. Context Look for opportunities where personalization is more than “Hello <First Name>”: • Purchased more than 2 products in the last 6 months? • Registered as an early-bird for the past 3 years? • Upcoming membership renewal?
- 52. Abandoned Shopping Cart Capture Audiences in the don’t make it to the confirmation step. Send reminder email with context.
- 53. Capture Interest Use Tracking Code to Capture Overall Interest Use Interest to deliver Intelligent Contextual Email (I.C.E)
- 54. Lead Scoring Attribute E-commerce Activity on a Weighted Scoring System. Find your Highly Engaged and Least Engaged for Predictive Analytics.
- 55. Attribute Revenue from Email Going beyond the click, and determine if the email generated revenue. • Email Campaign Generated $1400. • Email Types of Fundraising Generated $20,000 over the last Year
- 56. Questions
Editor's Notes
- #5: I used to work for an association. I remember installing the e-commerce system about 10 years ago. It was little heavy lifting, getting all the components working. What I remember most was the reaction from the accounting department. All the systems were integrated, and no one had to do any a data entry.
- #6: No one tool. No swiss army knife. You can’t build a house with a swiss army knife. You need a set of tools.
- #7: Generate the right amount of activity as much as we can.
- #8: Marketing consist of three parts -- the message, the people, and the results. If you're matching the right message, and the message is contextually relevant to the people that usually generates good results. Marketing automation tools automate the process of delivering the marketing message to the right people. Also gives you the ability to track the results across several touchpoints, which allows to segment and contextualize better.
- #9: E-Commerce falls into the actions of the lead. Purchasing a product is the result of your marketing activity. In return, you can use prior purchase history generate more results. Prior history gives you context into the personas of your leads, and helps deliver better messaging.
- #16: All of those components were automated based on my initial action of reading an article. We used retargeting ads on YouTube. We used a triggered email to send when a user views a product page from an ad. The email was contextual to the member, and gives him exactly what he needed.