eTail East | 08.11.15
eCommerce Turns 21 3 Ways it Can Grow Up
#AwesomeCX Needle.com
What I’m going to tell you . . .
Stop wasting
your time on
that guy/girl
who won’t
commit.
2
Have sober
conversations. (know who to
trust)
3 1
Spend your
money wisely (it’s not all about
traffic)
Spend your money wisely.
1
#AwesomeCX Needle.com
>10% spent on
$50.8 Billion spent on U.S. digital media in 2014
Primary (only) objective: Drive Traffic
Stop wasting your time on that guy /girl who won’t commit.
2
#AwesomeCX Needle.com
Not all visits are created equal
1-5% Intend to buy
35-40% “Conditional” intent
CONVERSION
> 10%
3-5%
< 1%
TRAFFIC SOURCE
Direct
Bought
Pai
d
Nat
ura
l R
e-t
arg
ete
d
E-m
ail
50-60% Little or no intent to buy 10% sales : 20% traffic
@ 1% CR, Breakeven . . .
AOV = 100x CPA
2-2.5% Site-wide
#AwesomeCX Needle.com
1-5% Intend to buy
35-40% “Conditional” intent
50-60% Little or no intent to buy
The Opportunity
10% sales : .5ppts CR%
.5 ppts CR% : 2-3% Engagement
CONVERSION
> 10%
3-5%
< 1%
2-2.5% Site-wide
#AwesomeCX Needle.com
53% of companies spend less than 5% of total budget
on conversion rate optimization.
eConsultancy, 2014
And yet…
#AwesomeCX Needle.com
Traffic profile & spend allocation
$ S
pe
nd
% Direct Traffic
#AwesomeCX Needle.com
What you are doing now tells me more about what you need, than what you did before.
Know who your visitor is.
#AwesomeCX Needle.com
Individualization, simplified.
Get out of their way; self-service is ultra easy and quick
Automate, content-oriented, with a goal to convert to MPTB
Focus on helping them find what they had a “conditional” intent to buy Specific answers, trusted input, related items, etc.
Have sober conversations (know who to trust)
3
#AwesomeCX Needle.com
Typical experience improvement checklist
þ Personalization (so personal, that 10K+ other shoppers
received the same recommendation)
þ Place CTA above the fold & make it bigger.
þ Add more product details – visuals and videos.
þ Shorten forms & make flows frictionless.
þ Provide testimonials & other user-generated content.
þ A/B Test non-stop
#AwesomeCX Needle.com
Amazon = selection, availability, price
You (today) = content, reviews, promos, recommendations
Adds to the existing noise, leads to frustration, long discovery lead times, less personal, etc.
vs.
Plus, Amazon already has most of the content anyway.
#AwesomeCX Needle.com
“Hi, I know you – you’re just like everyone else!”
Personalization?
#AwesomeCX Needle.com
More than 1/3 of consumers
trust a stranger’s opinion on
public forums or blogs more than they trust
branded advertisements and marketing collateral.
Forrester Research
#AwesomeCX Needle.com
Real-time, Advocate-powered Interaction
TARGETED INVITES
PERSONALIZED SHOPPING
EXPERIENCE & TOOLS
IN CONTEXT ‘SHOPPING’
WINDOW
ADVOCATE BIO, PICTURE, SUPER
POWERS
#AwesomeCX Needle.com
Ads SEO
List Builder
Custom Content Q&A Responder
Surveys
Conversations Instant Answers
Ecommerce & Needle
#AwesomeCX Needle.com
#AwesomeCX Needle.com
#AwesomeCX Needle.com
Want to learn more about how advocates can help eCommerce grow up?
Take a look at Carhartt’s story
