Personalise your way to more conversions
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The presentation by Kath Pay emphasizes the importance of personalization in marketing to drive conversions and enhance customer experience, highlighting that modern consumers expect tailored, relevant messaging. Data shows that personalized calls-to-action and experiences can significantly increase customer engagement and sales. Techniques to personalize marketing include utilizing explicit and behavioral data, managing abandoned carts effectively, and understanding the customer's journey through targeted communication.
Personalise your way to more conversions
- 1. Personalise Your Way to Successfully Drive More Conversions Presenter: Kath Pay Marketing Director, cloud.IQ www.cloud-iq.com
- 2. Your presenter – Kath Pay • Marketing Director, cloud.IQ, Co-Founder, Plan to Engage • Email Marketing Consultant, Trainer & Speaker • Lead trainer of Email Marketing for Econsultancy, B2B Marketing & Emarketeers @kathpay www.cloud-iq.com
- 3. A few of our clients www.cloud-iq.com
- 4. www.cloud-iq.com I have a confession…..
- 5. In 2014, consumers… www.cloud-iq.com
- 6. …have more choice than ever www.cloud-iq.com
- 7. …want to be in control www.cloud-iq.com
- 8. …want what’s easy for them www.cloud-iq.com
- 9. …want to know what’s in it for them www.cloud-iq.com
- 11. …easily filter out irrelevant messages www.cloud-iq.com
- 12. …want a great (user) experience www.cloud-iq.com
- 13. …and tell the world if they don’t get it www.cloud-iq.com
- 14. With customer attention becoming an increasingly scarce commodity, marketing success depends on delivering relevant, timely and PERSONALISED marketing. www.cloud-iq.com
- 17. So, what is Personalisation? www.cloud-iq.com
- 18. “Web personalisation is a strategy, a marketing tool, and an art. It brings focus to your message and delivers an experience that is customer-oriented and relevant.” Chris:an Ricci, Chia Monkey www.cloud-iq.com
- 19. It all begins with knowing your www.cloud-iq.com customer
- 20. It’s all about letting them know that you know them… Yup! We LOVE to be recognised as individuals J www.cloud-iq.com
- 21. I think they’re onto something! www.cloud-iq.com
- 22. www.cloud-iq.com
- 24. Top Digital Priorities 2014: Targeting and Personalisation – Everyone’s doing it! Econsultancy www.cloud-iq.com
- 25. After looking at data from more than 93,000 calls-to-action over a 12 month period, HubSpot found that CTAs targeted to the user had a 42% higher view-to-submission www.cloud-iq.com rate than calls-to-action that were the same for all visitors.
- 26. What is the main driver for personalising the website experience? Econsultancy www.cloud-iq.com
- 27. A 2013 Monetate/eConsultancy Study found that in-house marketers who are personalising their web experiences (and able to quantify the improvement) see on average a 19% uplift in sales. www.cloud-iq.com
- 28. www.cloud-iq.com
- 29. How can we personalise? www.cloud-iq.com
- 30. www.cloud-iq.com
- 35. www.cloud-iq.com
- 36. “Over a third of consumers say they actively welcome a follow up from retailers after abandoning an online purchase” cloud.IQ - Independent research www.cloud-iq.com
- 37. www.cloud-iq.com Abandoned Cart Case study: Qbic • 10.6% Click Through Rate • 11.89% Conversion • 12,289% R.O.I
- 38. www.cloud-iq.com Abandoned Cart Case study: Runners Need • 57% Abandonment rate • 6.21% Increased revenue • £85 vs £72 Higher AOV
- 39. Incentivise upon abandoning cart www.cloud-iq.com
- 40. www.cloud-iq.com
- 41. Browse Abandonment www.cloud-iq.com 44% increased conversions over regular promotional emails
- 42. www.cloud-iq.com
- 43. Offer them more things they may like 300% increase in downloads www.cloud-iq.com
- 46. www.cloud-iq.com Sales per send: 724% increase over regular promotional emails !!!
- 47. Provide a customer service www.cloud-iq.com
- 53. Speak to them according to where they’re at in the sales cycle “Ecommerce payment gateway” “worldpay” www.cloud-iq.com
- 54. Use search terms to segment your data • Categorise your search terms into cold/warm/hot • Take them to the relevant landing page for the search term they used • Offer a subscribe form that segments them into the appropriate segment • Educate, communicate and nurture them according to where they’re at the buying cycle www.cloud-iq.com
- 55. Let’s finish with another story shall we? www.cloud-iq.com
- 57. Full understanding of the customer’s journey • Traffic Source • Device’s Used • IP Address • First & Last time on site • Full user journey, Page URL’s • Items Added • Personal Details Captured • Browser used • Fields filled in • Blur or init www.cloud-iq.com
- 58. exitCapture: How it works • Tracks a user’s site activity, down to every single cursor movement to calculate exactly when they’re about to leave your site • Dynamically generated, profile relevant content such as exclusive products, discounts, news, etc. • 300% more email opt-ins • 10% increase in conversion www.cloud-iq.com
- 59. cartRecovery: How it works • Use the interactive dashboard to drill down to specific times of day • Analyse the number of customers that abandon, their cart value, email performance metrics and value of recovered sales • Compare cart performance pre and post remarketing • Convert 20% back to completion www.cloud-iq.com
- 60. An example email campaign. Adopt a timed email delivery strategy to engage your customers. Reminder 35 min www.cloud-iq.com Reassurance 23 hours Promote 6 days
- 61. www.cloud-iq.com 35 Kingsland Rd Shoreditch London E2 8AA United Kingdom T : +44 (0)845 498 9426 F : +44 (0)2077 397 742 Email : uk@cloud-iq.com Get in touch for more information