Five Hot New Technology Developments

Transcription

1 Five Hot New Technology Developments Aaron Mandelbaum CEO, Icebreaker Marta Dalton Manager of ecommerce, Wesco Ryan West Senior Vice President, West Music Ross Higgins Director of User Experience Howard Blumenthal - Director, Ecommerce Platform Solutions & Business Bernardine Wu CEO, FitForCommece

2 5 Specific Investments to Dig Deeper Data is everywhere. Data plays a role in every advanced technology and can help create a competitive edge. Geo-Location Data & Analytics Personalization Social Media Optimizing User Experience

3 1 Social Media Aaron Mandelbaum Icebreaker Consulting

4 We connect your mission and vision with your digital presence Selected ecommerce experience: Launched the world s first flash-sales site for a brick & mortar retailer Launched a price comparison search engine Developed ecommerce monetization strategies NBC Universal (Managed 4MM+ list strategy) 2 Books in the NY Times Bestseller list Conversion Rate Optimization Ecommerce, Advertising and Search

5 NEW TECH IN SOCIAL FB algorithm change FB attrition Google Algorithm Changes Optimization Social Strategy vs. Management

6 FACEBOOK ALGORITHM CHANGES December 2013 Brands lost 40-90% post exposure Facebook is forcing ads How can brands stay relevant? Start questioning the platform Post engaging/sharable content Provide value suited to Facebook

7 FACEBOOK ATTRITION Princeton University: Facebook will lose 80% of its user base by 2017 Instagram Whatsapp Occulus Rift Millennials prefer video 27 Facebook executives have left in the last 3 years

8 GOOGLE ALGORITHM CHANGES Guest posts are now devalued Manual penalties delivered in March 8 years of SEO best practices are obsolete Focus on content and inbound marketing Is your SEO team up to date?

9 OPTIMIZATION Optimize Measure CRO Test Analyze Adaptive design - Responsive is a standard; adaptive is next Customize your site and landing pages for each visitor CRO - Boost conversion through functional design vs aesthetic design Test > Measure > Optimize > Repeat 40% increase in conversions ($1MM in revenue) in one test

10 SOCIAL STRATEGY VS. MANAGEMENT 5 jobs on Monster for Social Media Strategy 200+ jobs on Monster for Social Media Manager Marketers are not fully digitized Need training in: Engagement Platform best practices Analytics Social Media ROI

11 2 Personalization Marta Dalton Wesco

12 DRIVING GROWTH > CREATING VALUE The Personalization Journey Personalization in the funnel awareness, consideration, intent, evaluation, purchase Each step requires different levels of personalization and different types Higher in the funnel, beware of becoming too specific Lower in the funnel, being exact is critical Across channels , web presence, mobile Intent & funnel position differs by channel Channels are better together than by themselves

13 DRIVING GROWTH > CREATING VALUE Setting the Target Known vs. anonymous users Known: use what you ve learned! Anonymous: can be a big win or a huge fail End-user markets products & services When targeting different end-users, you may find different combinations of products & services What they want may surprise you never assume! Purpose of the conversion lead vs online buyer Depending on where they re going, you ll provide different guidance in the funnel Data needs are different here

14 DRIVING GROWTH > CREATING VALUE Complexities & Challenges Merging online & offline data especially legacy systems Offline sources could include PoS systems, CRM, loyalty Online data includes on-site web activity, source information, participation Merging data when the unique identifier is different, use thirdparty services vs utilizing internal data cleansing/appending Personalization across brands/sites when to use it and when not to? Personalization for cross-sell across sites can be powerful, but may not always make sense Data from behavior on one site may not make sense in the context of another

15 DRIVING GROWTH > CREATING VALUE The Bottom Line What s the ROI of personalization? May have high upfront costs, continuous ongoing monthly/yearly fees Provides value immediately, but becomes more accurate over time (meaning increased performance 6 months+ from launch) Drive returning traffic, which typically has higher average order values and conversion rates Introduce new products more effectively, especially addons/accessories Leverage current site success for a new brand/site Key metrics to measure success in personalization Average order value Conversion rate Bounce/Exit Returning visitors/returning buyers

16 3 Geo-location Ryan West West Music

17 Family owned business focused on serving and creating music makers Founded in 1941 by Pearl West Transformed from Bricks & Mortar to Catalog to Ecommerce Today: Omni-Channel retailer 8 retail locations, catalog operations, and Ecommerce presence at WestMusic.com

18 Location, Location, Location IRCE Ecommerce Technology Workshop: 7 Five Hot New Tech

19 From Macro to Micro IRCE Ecommerce Technology Workshop: 7 Five Hot New Tech

20 From Macro to Micro IRCE Ecommerce Technology Workshop: 7 Five Hot New Tech

21 Macrolocation: GEOIP

22 Macrolocation: GEOIP

23 Macrolocation: GEOIP

24 Macrolocation

25 Macrolocation

26 Enter Mobile

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32 4 Advanced Analytics Howard Blumenthal Advance Auto Parts

33 About Advance Auto Parts #1 Auto Parts Retailer and Wholesaler $9 Billion in Annual Sales Over 6,000 locations (CQ and AAP) Launched ebusiness in divisions: B2C Consumer B2B Commercial B2B eservices Leverage Real-time inventory Over 70% Online orders are In Store Pickup (ISPU/BOPUS) Mobile and Social Both Play Growing Roles

34 What s Old Is New Again Technology Can Refresh Our Older Tools

35 Technology has Transformed Tag Management Platforms Becoming Digital Data Distribution Platforms (D3P) Easily append data from disparate sources Run calculations on data in real time Create and analyze segments on the fly So, Let s Use Two Customer Satisfaction Examples

36 Use CSat to Identify Server Issues Normal CSat score may look acceptable However, appending server data can tell a different story such as corrupted data, missing file. Issues not typically identified by IT alerts or monitors Servers 1, 2, 4, 6 Servers 3 & 5 CSat scores for servers 3 & 5 are lower, indicating a potential issue

37 Integrate CSat Scores into A/B Testing 1. Test versions can be fed to CSat Respondent data Now CSat score can be used to select winner 2. CSat score can be used as a test parameter for personalization Example: Change the visibility of Live Chat based on CSat scores (pop-up frequency higher for those with low ease-of-use scores, lower for those with high ease-of-use scores) Other Opportunities: Mouse Movements, multiple searches, frequency of informational calls, close actions, pop-up complaints

38 Key Takeaways New tag management technologies can help you better leverage your existing tools (CSat, A/B testing, CRM, etc.) Often saves time and resources: Tools are managed by business, not IT New views of data (such as our CSat server example) can quickly uncover issues or opportunities Opens new ways to optimize your business: New success criteria (such as using Csat score in evaluating A/B tests) Personalize with greater relevance as more data (CSat, Mouse Movements, etc.) becomes available

39 5 Usability & Design Ross Higgins Newegg.com

40 About Newegg 25M+ users registered 3M+ product reviews 1.8M+ social fans 35M Monthly Unique Visitors Named #1 in Online Electronics Stores 2012 by Consumer Reports $2.7B in revenue for 2013, profitable every year since 2001 Headquarters: Los Angeles, CA Worldwide Employees: Approximately 2,600

41 Tradition of Innovation Hundreds Of New Features Every Year 2013 Guest Checkout New Homepage EggPoints Program MAP pricing workaround Password Strength EggXpert Reviews Predictive Search Ahead IAB Standard Ads Combo Configurator Homepage Takeover Ads Marketplace Daily Deals Flagship Brand Stores Promotional Store Layouts Faceted Search Third-Party Features

42 Usability is Imperative Easy To Use There is no instruction manual Meet Customers Needs If they can t find it, they can t buy it Lots Of Competitors Don t give customers a reason to leave

43 Sources of Information Voice Of The Customer Social Media Onsite Feedback Surveys Reseller Ratings Customer Service Feedback Behavior Of The Customer Website Analytics A/B & Multivariate Testing User Testing

44 Why Conduct User Tests? People Don t Do What They Think They Do Don t ask, observe Real customers Real tasks You will be surprised

45 No Excuses, Just Do it User testing can be quick and inexpensive once a system and process is in place. Where To Test? Dedicated usability lab Conference room Will-Call Center What Equipment? Laptop with webcam Inexpensive software How Many Participants? 1-5 will do

46 Types of Usability Testing Our company utilizes both Inperson and remote usability testing throughout the year. Types of tests conducted includes: Interviews Prototypes Benchmark Current Designs And Competitor s Designs Desktop & Mobile

47 Benchmark Current Design Remote Usability Testing: m.newegg.com Test Goals: Identify usability issues throughout the browsing and purchasing paths. Understand ways to optimize the navigation elements of the site. Test Task: With an iphone ask users to access m.newegg.com and shop for and buy a lightweight laptop to be used for both work during the day and watching movies at night.

48 Usability Testing Guidelines Test Early & Often Test at every stage if possible. Be sure to test wireframes, prototypes and mockups. It doesn t always have to be a live site. Test The Old Design Identify the good and bad. Understand what currently works and what needs optimizing Test The Competition Similar problems, different approaches. Get a better understanding of the strength and weaknesses of your competitors.

49 Q&A Aaron Mandelbaum Icebreaker Consulting Marta Dalton Manager of ecommerce, Ross Higgins Ryan West West Music Howard Blumenthal Advanced Auto Bernardine Wu CEO,

50 #IRCE #techworkshop Technology Workshop 50