2014 Holiday E-commerce recap + Tips for 2015 from marketing leaders

Transcription

1 WEBINAR Holiday E-commerce recap + Tips for 2015 from marketing leaders Brett Robbins, Head of Business Development, Custora Ryan Urban, CEO, BounceExchange 1 QUESTIONS?

2 WEBINAR + 1. Hello 2. Holiday recap (survey + prizes) 3. 3 trends for Great holiday strategies 5. Using those strategies in Q & A Brett Robbins, Head of Business Development, Custora Ryan Urban, CEO, BounceExchange 2 QUESTIONS?

3 WEBINAR 2014 Holiday E-commerce recap + Tips for 2015 from marketing leaders Brett Robbins, Head of Business Development, Custora 3 QUESTIONS?

4 We re Intro to working Custora with sharp teams. Custora is a predictive analytics platform that helps retailers improve customer acquisition and retention. Tools This is our sweet spot Teams Data 4 QUESTIONS?

5 We work with sharp teams. 5 QUESTIONS?

6 Now we re talking 1. Holiday 2014 Recap 2. 3 trends for QUESTIONS?

7 2014 Holiday E-commerce Recap 1. Revenue growth 2. Mobile e-commerce 3. Marketing channel performance Data based on The Custora E-Commerce Pulse: Tracks real-time e-commerce transaction data from over 100 US retailers, over 100 million online shoppers, & over $40 billion in e-commerce revenue. 7 QUESTIONS?

8 GROWTH 1. Revenue growth People are realizing it s a season of shopping that is no longer limited to one or two days. People are turning it from a day-long occasion to a month long occasion. Newegg CMO 8 QUESTIONS?

9 1. Online growth, broader calendar US e-commerce holiday revenue was up 15.6% vs QUESTIONS?

10 1. Online growth, broader calendar US e-commerce holiday revenue was up 15.6% vs 2013 REVENUE BY DAY CYBER MONDAY +15.4% BLACK FRIDAY +20.6% CYBER TUESDAY +13.7% TURKEY DAY +17.7% GREEN MONDAY +0.7% SILVER MONDAY? +12.4% NOV DEC Note: 2013 dates are shifted by one day to enable year-over-year alignment. 10 QUESTIONS?

11 MOBILE 2. Mobile e-commerce We know that 75 percent of our digital traffic will come from mobile by the holidays so it s an incredibly important front door for Target. Target CEO 11 QUESTIONS?

12 2. Mobile e-commerce growth MOBILE ORDERS BY DATE, 2013 v 2014 SHARE (%) OF MOBILE ORDERS ON HOLIDAY OVERALL One out of four online purchases (24.5%) came from a mobile phone or tablet DESKTOP Mobile shopping increased 32% from 2013 (Up from 18.6%) TABLET PHONE TOTAL MOBILE % QUESTIONS?

13 CHANNELS 3. Marketing channel performance The targeted ads I get from Google are just so good! Especially around the holiday season they re always showing the things that I want. They re all up in my brain! Kirk, a shopper from NYC 13 QUESTIONS?

14 3. & search win the holidays ORDERS BY MARKETING CHANNEL SHARE (%) OF HOLIDAY E-COMMERCE ORDERS BY MARKETING CHANNEL Other 5.5 Direct 24.9 Display 0.8 Affiliate Paid 17.5 Organic 21 Social 1.9 Search leads the way stays strong 14 QUESTIONS?

15 3. & search win the holidays drove the most orders for the biggest holiday shopping days Black Friday Cyber Monday Turkey Weekend 27.3% Orders from 23.9% Orders from 23.1% Orders from 15 QUESTIONS?

16 SHARE Survey Break 16 QUESTIONS?

17 Survey: Your plan for 2015 For 2015, we re prioritizing: A. Customer segmentation B. Unifying data from multiple sources C. Optimizing campaigns using customer lifetime value D. Customer insights and analytics E. Testing and automating campaigns All attendees are eligible to win the raffle for a $50 Amazon Gift Card + 1 Hour 2015 Planning Session from Custora 17 QUESTIONS?

18 Looking ahead for Insights 2. Acquisition 3. Retention 18 QUESTIONS?

19 INSIGHTS 1. Getting data out of silos This helps us provide more focus on the in-store opportunities. Instead of asking How can we grow online sales? we focus on How can we drive overall sales, regardless of where the transaction occurs? GameStop EVP of strategic business and brand development 19 QUESTIONS?

20 1. Getting data out of silos Combined online purchase data with offline loyalty programs. Surfaced insights to drive marketing across channels (e.g. ) BROOKYN ARIZONA CLV 20 QUESTIONS?

21 ACQUISITION 2. Optimizing with CLV (Customer Lifetime Value) 2015 priorities: Data mining to better understand channel acquisition attribution and customer value. Liveoutthere.com Marketing Team 21 QUESTIONS?

22 2. Acquisition analysis with CLV Evaluate channels more accurately with CLV vs single purchase revenue/conversions BaubleBar saw that their best customers came from Facebook. 22 QUESTIONS?

23 2. Acquisition analysis with CLV Evaluate channels more accurately with CLV vs single purchase revenue/conversions BaubleBar saw that their best customers came from Facebook. First purchase Search Facebook 23 QUESTIONS?

24 2. Acquisition analysis with CLV Evaluate channels more accurately with CLV vs single purchase revenue/conversions BaubleBar saw that their best customers came from Facebook. First purchase Lifetime Search Facebook 24 QUESTIONS?

25 RETENTION 3. Personalization & Segmentation We don t need more customers we need the customers we have to spend more time with us. Macy s CMO 25 QUESTIONS?

26 3. Segmentation & personalization Identify product affinity segments to deliver more personalized s. 26 QUESTIONS?

27 We re Looking working to 2015with sharp teams. How often Reduce unsubscribes and increase conversions What to send Personalize communications in , display, social When to send things Optimize communications to increase orders Which devices Right items on the right devices to increase conversion CLV Optimize ad spend for long-term high value customers Churn reach out at the right time to save customers 27 QUESTIONS?

28 Add l educational resources Custora U Courses Customer-Centric Marketing Customer Lifetime Value Segmentation Lifecycle Marketing Cohort Analysis Predictive Analytics Custora E-commerce Pulse 2014 Holiday E-commerce Recap Report 28 QUESTIONS?

29 29 QUESTIONS?

30 30 QUESTIONS?

31 WHAT DID ELITE MARKETERS DO THIS HOLIDAY SEASON?

32 Plan the promotional schedule early AT LEAST 3 MONTHS IN ADVANCE Consumers think about shopping as early as Halloween. Your messaging should be tailored to catch them in the pre-holiday shopping mindset Promotions and deals are not limited to only Friday and Monday People typically start shopping right after the holidays, so start your promotions at least 7-10 days before or better yet start right after halloween.

33 Add Specific Capture for BF / CM Access GET ACCESS TO BLACK FRIDAY AND CYBER MONDAY DEALS Ask people to opt-in to even if they are already a on your list. They are showing a sign of commitment. Have a bit more assertive capture strategy. Create hype and urgency. Tell the people on the list that they ll get an with a countdown to access the BF / CM deals

34 Avoid Daily Deals BECAUSE THEY NEVER WORK You re wasting valuable online real estate space on both your and your website for deals that may be only relevant to <10% of your audience. It takes a ton of time to put together with no real return

35 Try Sitewide Sales with a Coupon Code CAST A WIDE NET Your sale can either be a specific $ amount or a %. The 2nd option is preferable. You can include exceptions. People will naturally add more to cart during this period so don t limit their choices Let your audience know about the sale (Tip: don t just put it on your homepage)

36 Structure Deals for Dual Benefits GET THE BEST OF BOTH WORLDS Setup tiered deals based on your average order value (Tip: Best practice is 3 tiers) Use different deals for customers and prospects This raises both conversion rates and average order value

37 HOW DO YOU RECOVER IN Q1 2015?

38 Get Creative with the Holidays WHO SAYS CYBER MONDAY AND BLACK FRIDAY GET ALL THE FUN? Don t wait until the Q4 holidays to offer your best deals. We thought of a few below to get you started this quarter. Make your customers shopping experience fun through games. Create scavenger hunts that unlock mystery deals throughout the site (Tips: Hide codes around the site--in product descriptions, names, images, set magical thresholds to see the next level) Gets visitors to look at a lot of pages, including products they would have skipped otherwise. Also preps them for later sales.

39 Make CRO a priority in 2015 Recommended Growing and Mid-Market to Enterprise Stacks A/B Testing Heat Maps Behavioral Triggers Predictive Analytics SMB / Mid Enterprise SMB / Mid Enterprise SMB / Mid Enterprise SMB / Mid Enterprise - Optimizely - Visual Website Optimizer - Optimizely - Maximyser - SiteSpect - Visual Website Optimizer - Crazy Egg - GA - Hot Jar - Formisimo - Clicktale - Vero -Triggermail - Autosend.io - Smarter Remarketer - Bounce Exchange - Customer.io - Custora - RJ Metrics - Kissmetrics - Mix Panel Lead Capture Video Hosting Landing Page Software Live Chat SMB / Mid Enterprise SMB / Mid Enterprise SMB / Mid Enterprise SMB / Mid Enterprise - FancyBox - Hello Bar - Bounce Exchange Wistia LeadPages Unbounce Marketo HubSpot Ion Interactive Olark LivePerson Enterprise Only Behavioral Automation CRO Agencies Wire Framing Life Cycle Marketing Bounce Exchange Conversion Rate Experts Wider Funnel SiteTuners Balsamiq Custora

40 Utilize Advanced Marketing Channels Advanced retargeting High frequency automation Facebook custom audience

41 Plan your A/B Testing Roadmap 6 MONTHS IN ADVANCE Plan in 3 phases, not months High Impact Tests (no button color) Talk to Customer Service/Sales

42 CHAT US + Q & A 31 QUESTIONS?

43 WEBINAR + More questions? Fun gifs? info@custora.com profit@bounceexchange.com Brett Robbins, Head of Business Development, Custora Ryan Urban, CEO, BounceExchange 32 QUESTIONS?