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How to use web personalization to boost your bottom line - with Belstaff and Demandware
This document discusses how web personalization can boost business performance. It recommends testing different page elements, like product images or price displays, to optimize user experience and conversions. Testing small changes can increase engagement, sales, and acquire new customers. The author provides an example of how their company Belstaff used testing and personalization to improve mobile experiences, highlight deals, and increase email signups. They plan future tests to localize content and match online and offline customer profiles. Personalization helps keep up with changing user needs and sidesteps long development cycles.
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How to use web personalization to boost your bottom line - with Belstaff and Demandware
- 1. How to UseWeb Personalization to Boost Your Bottom Line Liz Lynch Harry Hurst Alison Conway Copyright 2013 Demandware, Inc. All other 1111 SSeepptteemmbbeerr 22001144 11 2014 rriigghhttss rreesseerrvveedd..
- 2. 2 ACCELERATE GROWTHAND INNOVATION! COPYRIGHT© 2014 DEMANDWARE, INC SPEED TO MARKET! ! CONTINUOUS! INNOVATION!! > 6 releases annually! > Client development tools enable brand control ! > More than 150 pre-integrated best-of-breed technology partners! PEACE OF MIND! ! > 99.99% historical platform uptime! > PCI, SOC and EU Data Compliance! > Instant scalability for sudden spikes in traffic! > Launch new brand and international sites with minimal cost and effort! > Explore and test new initiatives cost effectively! > Empower teams to respond quickly to consumers!
- 3. 3 MODEL: ! ECOSYSTEM ENABLES INNOVATION! COPYRIGHT© 2014 DEMANDWARE, INC
- 4. How to useweb personalization to boost your bottom line
- 5. Harry Hurst Directorof Partnerships, Qubit Alison Conway Global Ecommerce Director, Belstaff
- 6. There are manylevers for boosting your bottom line 6 1. Conversion rate 2. Average order value 3. Customer engagement and loyalty 4. Cost of sale
- 7. 7 Website behaviorwill impact over $12 trillion of commerce Ecommerce Commerce (ex. ecommerce) $2.5 trillion $20.9 trillion 50% influenced by digital Instore conversion are 78% (13% higher) when digital device is involved 84% of shoppers used a digital device before a recent store trip (Deloitte, 2014) (Deloitte, 2014) @qubitgroup
- 8. Today’s consumers havehigh expectations Facebook @qubitgroup
- 9. Today’s consumers havehigh expectations Facebook Google @qubitgroup
- 10. Today’s consumers havehigh expectations Facebook Google Apple @qubitgroup
- 11. Engaging consumers ishard work 97% of visitors walk away from your site and never purchase (Qubit, 2013) @QubitGroup
- 12. Engaging consumers ishard work 70-80% of shoppers leave with things in their basket at some point during their lifecycle (The power of personalisation; Qubit, 2013) @QubitGroup
- 13. “In the nextdecade customer experience will be more important than profitability” BBC, 2014 @qubitgroup
- 14. Out of 1,100 digital ecommerce professionals 94% think personalisation is critical to success Econsultancy Report, 2014 @qubitgroup
- 15. We believe indata driven optimization 15 Use data to generate hypothesis and identify target: e.g. visit 2, basket $40 A/B test solution Positive result. Test goes ‘always on’ for continued uplift @qubitgroup
- 16. Introducing the maturitycurve CR Site wide tests @qubitgroup Optimised web and marketing Progression of optimisation strategy apps Segmented personalisation 360 personalisation
- 17. Site-wide psychological nudges @qubitgroup
- 18. Combining widgets totarget by location @qubitgroup
- 19. Beginning to target:international visitors @qubitgroup
- 20. More advanced targeting:visitor history over 6 months @qubitgroup
- 21. Building complex scenariosto target VIPs @qubitgroup
- 22. Explore your dataso that you can test with confidence and create meaningful personalisations In summary • Personalization is key to capitalizing on $12 trillion of ecommerce revenue • Visitor data is essential to inform your testing and optimization strategy • It is important to start testing now • Choose a vendor that allows you to scale your tests and personalizations quickly @qubitgroup
- 23. How to useweb personalization to boost your bottom line Harry Hurst Director of Partnerships, Qubit
- 24. 24 Alison Conway Global Ecommerce Director, Belstaff
- 25. We face anumber of challenges online • Long development cycles • Being able to stay agile with our marketing campaigns • A growing number of mobile users to optimize for • Changes to our site that require testing and validation • Providing an engaging customer experience
- 26. We use optimizationand personalization to achieve key objectives • Creating an engaging experience • Optimizing the user experience to increase conversions • Sidestepping our development cycle to remain agile • Generating new relationships with users to grow into long-term customers
- 27. 27 Improving theproduct page to increase engagement Bringing photo thumbnails to the front resulted in a 3.3% uplift in conversions
- 28. 28 Creating sizetiles on mobile to optimize UX Changing the drop down to a size tile is creating a better mobile user experience
- 29. 29 Changing howprices are displayed on category pages Encouraging users to hover over the individual products to find out the price will increase overall engagement on the site and increase click throughs.
- 30. 30 Highlighting lastdelivery dates Leading up to the holiday season, the last date people could order to receive their items was clearly visible
- 31. 31 Encouraging newusers to join our mailing lists Layered on top of our site to increase sign ups and drive long-term engagement Email sign up layers have led to an average 19.3% uplift in conversion rate
- 32. 32 Targeting userswith their nearest store If users were in a city with a Belstaff store, a layer was shown informing them of their nearest store.
- 33. 33 Special offersfor VIP customers Offering engaged visitors who had never converted a free gift with their first purchase increased new customer acquisition
- 34.
- 35. 35 Future plans • Localizing size information on PDP size dropdown • Matching offline VIP treatment online
- 36. 36 More futureplans • Highlight stock availability on product landing pages • Personalize landing page based on gender
- 37.
- 38. Qubit is nowintegrated into the Demandware marketplace @qubitgroup
- 39. If you wantto find out more about using Qubit for your site, or your clients’ sites, please contact: harry@qubitproducts.com
- 40. Please submit yourquestions via the chat box in the lower left portion of your screen We welcome your feedback! Watch for a survey page once the webinar has ended. Reach out with any additional questions after the webinar: Demandware: info@demandware.com Qubit: