IRCE 2015 Wrap-Up: Top takeaways in ecommerce retail from the MECLABS Marketing Lab

IRCE 2015 Wrap-UpTop takeaways in ecommerce retail from the MECLABS Marketing Lab

Today’s Speakers

Pamela JesseauSenior Director, MarketingMECLABS Institute

Steve StoneVP, Partner AcquisitionMECLABS Institute

Spencer WhitingOptimization StrategistMECLABS Institute

Photo: John Henry Rupe

The world's largestecommerce event

Photo: John Henry Rupe

600 solution providers

214 brand-side executiveand industry expert speakers

and Media CenterOfficial Marketing Lab

leaders and experts47 ecommerce business

sales funnels reviewed338 marketers helped and

Customer-First

Customer Service as DifferentiatorTAKEAWAY #1

“We really built our brand around service and support”

“We’re a small company, but over 60% of our human resources is dedicated to customer service and support”

Joseph Jaconi

Tech Armor General Manager

1. Treat responses to customer reviews as an extension of your brand’s voice

2. Add quality and value to the customer’s life

3. Respond to negative reviews —no matter who they’re from

Joseph Jaconi

Tech Armor General Manager

Mobile isn’t just about usabilityTAKEAWAY #2

Instead of simply having an efficient search function so shoppers could immediately find and purchase products they already knew they wanted on a site...

eBags created a fun way to interact with the products by creating an adaptive mobile experience called eBags Obsession.

Gregory Casey

Experience ArchitectUX Designer and

eBags

"...mobile offers a new context of engagement which represents a great opportunity to create unexpected experiences that delight one's customers and increases conversion rates.”

Gregory Casey

Experience ArchitectUX Designer and

eBags

Create Something AwesomeTAKEAWAY #1

The ‘farm to table’ organic produce boxes are almost viewed like gifts on Christmas morning when her customers receive them, part of the e-tailer’s mission – “Joy Delivered.”

Cambria Jacobs

Door to Door OrganicsVP of Marketing

Customers share it on social media, which the online grocery business then amplifies through the right social media channels to serve the right niche to feed the shopper relationship.

Cambria Jacobs

Door to Door OrganicsVP of Marketing

2013 web sales grew60%

While cost will always be important, to truly create a sustainably successful ecommerce business you have to understand and serve your unique niche.

Gregg Barclay

Sparkfun ElectronicsVideo Production

Create Something Awesome

Customer-First“In a world where consumers have more and

more knowledge every day and more and

more choice every day, that is the only way

you will win.”

Alexis OhanianCo-Founder, Executive Chairman reddit

Customer-First ScienceTHE MECLABS INSTITUTE APPROACH

The MECLABS Institute Approach

MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace.

The MECLABS Institute Approach

MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace.

To accomplish that, we use the scientific method to truly discover why customers say “yes.”

Example Experiment

The Marketer(Company Logic)

(Actual MECLABS Experiment)

The Customer(Customer Logic)

The Marketer(Company Logic)

• Customers have become cynical with our sales and marketing tactics…

Example Experiment

The Customer(Customer Logic)

(Actual MECLABS Experiment)

Example Experiment

The Marketer(Company Logic)

The Customer(Customer Logic)

(Actual MECLABS Experiment)

1294% In ROI

Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.XXXXXXXXXX.com/Business

54%Conversion

21%Conversion

97%Conversion

109%Conversion

31%Conversion

124%Conversion

201%Conversion

29%Conversion

15%Conversion

100%Conversion

21%Conversion137%

Conversion

63%Conversion

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Discovering How People Make Decisions

Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.XXXXXXXXXX.com/Business

54%Conversion

21%Conversion

97%Conversion

109%Conversion

31%Conversion

124%Conversion

201%Conversion

29%Conversion

15%Conversion

100%Conversion

21%Conversion137%

Conversion

63%Conversion

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• 20+ years in the business

• 20,000+ sales paths tested

• 1,500+ experiments validated in our lab

• 10 patented heuristics

• 45 hours of classroom education

• Upcoming master’s certificate in 2015 and a PhD program by 2017

The Largest Library of Benchmarks & Case Studies

Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.XXXXXXXXXX.com/Business

54%Conversion

21%Conversion

97%Conversion

109%Conversion

31%Conversion

124%Conversion

201%Conversion

29%Conversion

15%Conversion

100%Conversion

21%Conversion137%

Conversion

63%Conversion

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The Largest Library of Benchmarks & Case Studies

Research

ResearchResearch

The MECLABS Institute Approach

MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace.

To accomplish that, we use the scientific method to truly discover why customers say “yes.”

We then help companies align themselves and their productsto the customer’s desires.

The MECLABS Institute Approach

MECLABS is a research institution that exists to help companies instill customer logic and dispel company logic in the global marketplace.

To accomplish that, we use the scientific method to truly discover why customers say “yes.”

We then help companies align themselves and their productsto the customer’s desires.

• We can identify market opportunities with an in-depth brand trust research study.

• We can find and fix revenue leaks in your funnel through thought-sequence optimization.

• We can attract, transform, and retain your marketing team with inspiration and education.

• We work across all platforms: desktop, tablet, phone and mobile apps…

• We work across all digital channels: email, social, website, search, etc…

• We work across every stage in the customer lifecycle.

(Actual MECLABS Experiment)

1294% In ROI

Example Experiment

(Actual MECLABS Experiment)

1294% In ROI

Example Experiment

257% 28% The Customer(Customer Logic)

603%

302%

451%

(Why Customers said “Yes”)

1294% In ROI

257% 28% The Customer(Customer Logic)

603%

302%

451%

Transferred Offline Direct Mail

TV

Billboards

Call Center

Example Experiment

(Actual MECLABS Experiment)

How to learn more about Research Partnerships

• Email [email protected]

• Visit MECLABS.com/Partnerships

• Fill out the post-webcast survey

Live OptimizationAUDIENCE LANDING PAGES

How to learn more about Research Partnerships

• Email [email protected]

• Visit MECLABS.com/Partnerships

• Fill out the post-webcast survey

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