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Conversion is King
Technologies and trends that will
transform your conversion rate in 2014

Thursday, 13 February 2014
Google Campus, London
Ecommerce Personalization Solution
Nosto helps over 500 retailers across Europe deliver their
customers a personalized shopping experience
The Impact of Personalization
Analysis: Q4 2013
Onsite
Recommendations

65%
Greater
conversion

Personalized
Emails

2.2x
Greater
than industry
average
Why are we all here today?
Retailers spend 90% of their marketing budget driving traffic to their stores.
!
But when customers get there...
Greater
conversion

Huge opportunity cost!
Today’s Agenda
16.10 - 16.35: Is understanding how your customers find you the key to conversion?
(Andrew Buckman, Chief Strategy Officer at Tradedoubler)

!

16.35 - 17.00: The Power of Consumer Reviews: Using genuine feedback to increase conversion
(Paul Squires, Retail Sales Manager at Feefo)

Greater
conversion
17.00 - 17.25: Everywhere Commerce: Converting impulses from visual content into sales

!
!

(Jaakko Iso-Jarvenpaa, Senior Partner Manager at Kiosked)

17.25 - 17.50: 14 Must-Haves for 2014. Move your messaging forward.
(Kestrel Lemen, Marketing Strategist at Bronto Software)

!

17.50 - 18.00: Q&A and Closing Remarks
(Isaac Moshe, Managing Director UK, Nosto Solutions)

!

18.00 - 19.00: Networking reception with drinks and canapés
Greater
Is understanding how your customers find you
conversion

the key to conversion?
!

Andrew Buckman, Chief Strategy Officer at Tradedoubler
Is understanding how your
customers find you the key to
conversion?
Tradedoubler Insight Unit
Andrew Buckman Chief Strategy Officer Tradedoubler
13 February 2014

1
The e-commerce and m-commerce opportunity
E-commerce growth shows little sign of slowing down. Consumer spend
online in the UK will grow by an average of 10% a year from €96bn in 2012
to €141bn in 2016. And this growth will continue to be fuelled by
smartphone ownership.

Smartphone
ownership in the
UK will increase
by 22% a year to
42 million in
2016.

2

42million

Source: eMarketer Western Europe B2C Ecommerce. February 2013.
Worldwide Mobile User forecast. August 2012.
Set against this backdrop of continued growth, our research
looked at how and where performance marketing presents
opportunities in the online customer journey.

2,500 online
shoppers with
smartphones.
411 in the UK
3

8 countries
representing 89%
of Europe retail ecommerce

Online and mobile
research and
purchase behaviour
The online purchase journey
4
Online research is hugely popular across many
different product categories
RESEARCH
PURCHASE

60%
50%
40%
30%
20%
10%
0%

5

Research & purchase on PC or laptop.
The e-commerce evolution
across sectors

SECTORS MOST LIKELY
TO CONVERT
Music – 103%

Events – 102%
Apparel – 99%

Online shopping is no longer just the
domain of books, music and flights.
Conversion to purchase now happens
across many different categories, many
of which have traditionally been “try
out” or “try on” items.

Flights – 95%
Groceries – 92%

Gambling – 92%
Train tickets – 92%
Hotels – 91%
Beauty products – 87%

Movies – 83%
6

% who research & also purchase (very often/sometimes).
Monthly online purchase
behaviour: PC is still the
winner, but mobile and
tablet are catching up

VALUE
FREQUENCY

7

€36
2

Tablet figures based on tablet owners.

€87
4

€20
1
Performance marketing is embedded throughout the
purchase journey, so for advertisers, a presence on these
channels is vital to secure a place in the consideration set

8
Performance marketing channels
drive purchase decisions...
93%

66%

60%
49%

48%

47%

41%

35%
24%

9

Types of site used to make purchases (very often / sometimes).
... but performance marketing also drives the
start of the process at the research stage

96%

90%
80%
67%

10

66%

59%

56%

56%

51%

44%

38%

Types of sites used in purchase research (very often / sometimes).
Conversion behaviour
across types of channels
As well as being popular for
purchase research, performance
marketing sites are also highly
likely to convert research into
purchase.

CHANNELS MOST LIKELY TO
CONVERT
Retailer – 97%
Daily deal/group buying – 93%
Cashback – 93%
Loyalty or rewards – 90%
Coupons/voucher code – 82%
Price comparison – 82%
Sector-specific content - 73%
Blogs – 63%

General content - 62%
11

% who research & also purchase (very often/sometimes).
The growing importance of mobile throughout
the shopping process

12
Mobile has become the anytime,
anywhere digital shopping
assistant
Mobile is the default option for internet
browsing almost everywhere, making the
desk at home or work the last refuge for
PC browsing.
Mobile is becoming central to purchase
behaviour too. Mobile use on the high
street provides significant opportunities
for performance marketing.

13
Mobile beats PC for browsing
everywhere except the desk
66%

Home

Shopping

Eating out

94%
65%
3%

Work

14

PC/laptop
61%

4%
50%

Hotel

Travelling

Mobile

17%
47%
3%
43%
45%

Locations where users browse the internet on a mobile.

CONVENIENCE
OUTWEIGHS
SCREEN SIZE
Widespread second screening underlines the need
for a multi-platform marketing strategy

52%
%
48
second
screen
using
mobiles

15

used mobiles
to buy
something
after seeing
an ad on TV

32%

use mobiles
to find out
more
information
after seeing
an ad on TV
Footfall doesn’t guarantee
a sale
How people use
their mobile
when they are
out shopping

Mobile use in store disrupts the
purchase journey, so defensive
and offensive mobile strategies
are required.

Purchase on mobile

45%

Buy in another store
Buy online after researching more

58%
60%

Check for better price
Look up information
16

71%
71%

How often do you do the following when out shopping? Very often / sometimes
Based on all who use their mobile while out shopping
Mobile performance marketing strategies
ensure retailers secure the sale

48%
download
voucher

62%
search for voucher or
discount on something
seen in a store

52%
use vouchers
received on
mobile
17

How people use their mobile when they are out shopping (very often / sometimes).
Based on all who use their mobile while out shopping
Next steps…

18
Footfall doesn’t
Disrupting the purchase process
guarantee a sale
Retailers are increasingly aggressive when it comes to
disrupting the purchasing process and 58%in store disrupts the
Mobile use of consumers
are use
How peopleabandoning intended purchases through mobile use
purchase journey, so defensive
when out
their mobile shopping.
and offensive mobile strategies

when they are
out shopping
High-street retailers:

are required.

• Offline redeemable promotions
• In-store voucher codes
Purchase
• Receipt-redeemable cashback 45%

Online-only retailers:

Buy in another store

• “Hijack the high-street”

Buy online after researching more

• Geo-targeted mobile campaigns

58%
60%
71%

Look up information
19

Check for better price

71%
Performance marketing drives research
at the start of the customer journey
User journey attribution
96%

90%

SINGLE VS MULTI PURCHASE
CHANNEL
80%

1 click

67%
51%

66%

59%

56%

20%
29%

3+ clicks

20

2 clicks

• Certain publishers better
suited to last-click wins
model

56%

51%

• Consider44% value of
the 38%
publishers further up the
purchase funnel
• Tradedoubler tracks
multiple clicks prior to the
sale

Types of sites used in purchase research (very often / sometimes).
CHANNELS MOST
Conversion behaviour for last-click wins LIKELY TO
Best practice
CONVERT
across types of channels used to identify individual – 97%
• Product-level tracking can be
Retailer
products in basket & justify additional funding from your
Daily deal/group buying – 93%
As well as being popular for
suppliers
Cashback – 93%
purchase research, performance
• Analyse time differences between click and purchase to
marketing sites are also highly
Loyalty
establish which sites are driving more considered or rewards – 90%
likely to convert research into
Coupons/voucher code – 82%
purchases

purchase.

Price
• Protects margins and allows increased exposure comparison – 82%
Sector-specific content - 73%
Cashback sites are more likely
than even retailer sites to
Blogs – 63%

generate a sale.
21

% who research & also purchase (very often/sometimes).

General content - 62%
Monthly online purchase
behaviour: PC is still the
winner, but mobile and the significant
Addressing
tablet are catching upin device spending
variance
Consider specific promotions for different devices,
for example:

• Lower thresholds for mobile - £5 off £30 spend,
free next day delivery, etc.
• For product-led promotions, display lower-value
items
• Use A/B testing to identify which offers work best
on which devices
FREQUENCY
2
4
VALUE
€36
€87

22

Tablet figures based on tablet owners.

1
€20
How mobile drove incremental sales for
theTrainline.com
•
•
•
•

Mobile a key element of the programme
Geo-targeted push notifications
Incentivised check-ins
Stretch cashback to incentivise higher customer spend

26%

Increase in order value

34%

23

Increase in sales over
the campaign period
SUMMARY
Use devicespecific
offers

Disrupt
the
purchase journey
with geo-targeted
offers
24

Protect yourself
from disruption
through mobile
promotions

Content sites
DO add value –
look beyond
the last click
Action points
•

•

Analyse your customers’ behaviour
– How much research do they do before making a purchase?
– What device do they use for Research/Purchase?
– What channels do they use?
– How much value does each link in the chain bring?

•

25

Dive deep into your numbers
– What are your traffic sources?
– How many sales do they bring?
– How much do they cost to bring those sales?

Test, test, test
– Do mobile specific offers drive more volume?
– Can you target your competitors’ customers directly?
– Track everything
– Test some more
Andrew Buckman
andrew.buckman@tradedoubler.com
@andrew_in_paris

26
Greater
The Power of Consumer Reviews:
conversion

Using genuine feedback to increase conversion
!
Paul Squires, Retail Sales Manager at Feefo
An Introduction to feedback
and reviews
What I’m going to cover today

- 
- 
- 
- 
- 
- 
- 
- 
- 

Sales – the changing landscape
Current conversion buzzwords
From Trampolines to eBay and Amazon – Feefo
Benefits of feedback – the ‘Power of Three’
Service and Product reviews – the sweet spot
Ask less – find out more
Avoid Fake reviews
Be transparent /Case studies
Don’t Crash and Burn – Top Tips
'Conversion is King' Exclusive eCommerce Event Decks
What I’m going to cover today

-  Branding, what it’s about, what
-  A real world definition of a brand
-  Some advice for healthy living swamp
This

Customer
Word of
mouth is
the
most
powerful
tool
Then along came the internet
And it all changed
Buzzword
s that
aid conve
rsion
Behavioral Analysis - (Targeted Offers)
Email Personalization – customer specific contact
Chat - proactive chat, reactive chat, exit chat, and clickto-call
Automated Guides – better understand product
features, and assist with the selection process
Re-Targeting – Identification of visitors interested based
on previous search
Feedback
Listening to your customers voice
'Conversion is King' Exclusive eCommerce Event Decks
Most people are honest.
Give praise where it is due; make complaints where
appropriate.
...we have an open forum. Use it. Make your complaints in
the open.
Let everyone know what a joy it was to deal with someone.
Pierre Omidyar

founder 1996
'Conversion is King' Exclusive eCommerce Event Decks
'Conversion is King' Exclusive eCommerce Event Decks
The Power of Three
'Conversion is King' Exclusive eCommerce Event Decks
Google
AdWords
stars are a
powerful
way to
increase
clicks

+17%
Feedback and reviews
Show your
reviews
prominently
on your page

Feedback
builds
Trust
'Conversion is King' Exclusive eCommerce Event Decks
Get Social!
'Conversion is King' Exclusive eCommerce Event Decks
Show
service
and
Product
reviews
'Conversion is King' Exclusive eCommerce Event Decks
How
many
product
questions?

Fewer
than
you
think
www.expedia.co.uk
Ask less
Find out more
Don’t Fake It!
..companies should be aware that posting fake
reviews is likely to be illegal (under consumer
protection regulations) and could be subject to
investigation by Trading Standards or the
Office of Fair Trading.

The Advertising Standards Authority
Why Showing reviews matters
Problem
A moving and storage company in the Pacific
Northwest had strong conversion but external
reviews on the company on Yelp and Google+
were few and far between.
The client had collected customer feedback to
help improve their business internally, and was
not showing these comments.
Solution
Walker Sands web team
created a reviews page to
capture the sentiment of
the company’s satisfied
customers.

The reviews were
posted at a consistent
frequency of 2-3
reviews per day.
The Results were
overwhelming!

Now over 1,000 customer reviews with an average
rating of 4.5 stars
Reviews page ninth most viewed onsite with visitors
average of eight minutes interacting with site
A dramatic increase in the conversion rate of visitors
that engaged reviews pages.
Visitors that did not view the reviews page converted at
8.46 percent, while those who did converted at 15.4
percent!
The the site began converting so well the company
received more business in the summer of 2013 than they
had since 2006.
‘Adding reviews to your site is one way we
suggest increasing your site’s engagement and
conversion rate. Just make sure the reviews are
authentic, and don’t be afraid to include negative
reviews. ’

Katie Donabedian
www.walkersands.com
Other reasons genuine reviews help increase
conversion
Fresh, unique content for search engines helps
page ranking

63% of customers are more likely to make a
purchase from a site which has user reviews
iPerceptions, 2011
Consumer reviews are significantly more trusted
(nearly 12 times more) than descriptions that come
from manufacturers
eMarketer, February 2010
Feedback and reviews
Genuine testimonial
…after just one month we have already seen an
increase in conversion rates from an average of
2.5% of visits to a current 4.98% (nearly 100% up)
for January
Nothing else has changed on the site and so we
have to put it down to Feefo service and the
additional ‘listening to your customer’ to increase
conversion
John Hewitt
www.bamfordtrading.com
Feedback and reviews
Genuine testimonial
…we understand the importance of being able to
guarantee 100% genuine feedback as Feefo does.
Our 92% Quality Score is a true testament to our
continued commitment to improving the customer
experience.
… together with Feefo we will be able to build on
this further and faster in the future
Stuart Newman
www.expedia.co.uk
Don’t crash and burn
'Conversion is King' Exclusive eCommerce Event Decks
Top Tips
1. Power of Three
2. Ask Service and Product
3. Show Your feedback – all of it!
4. Use a Google Partner!
5. Be Transparent – respond!
Thanks for listening
Any questions?
Greater
Everywhere
conversion

Commerce:

Converting impulses from visual content into sales
!
Jaakko Iso-Jarvenpaa, Senior Partner Manager at Kiosked
'Conversion is King' Exclusive eCommerce Event Decks
EVERYWHERE COMMERCE
Converting Impulses from Visual Content to Sales
JAAKKO ISO-JARVENPAA
SENIOR PARTNER MANAGER, Kiosked Ltd
+44 7587 959796 ! 1 Sekforde Street ! EC1R 0BE London, UK
jaakko@kiosked.com ! @ jaakko_ij • www.kiosked.com
WELCOME!

AGENDA FOR TODAY

INTRODUCTION
CONTENT DRIVING COMMERCE
EVERYTHING IS A PORTAL
FROM IMPULSE TO ACTION
QUESTIONS?

© Kiosked copyrighted material
1. CONTENT DRIVES COMMERCE
The Rise of Video
ECOMMERCE GROWTH – NO BIG
NEWS

1.3T

$

The global eCommerce
market size is estimated
to have reached in 2013

20%

Of the global retail market is
expected to come from
eCommerce by 2020 and
+50% by 2030
1. CONTENT
DRIVES
COMMERCE

Content builds
relationships.
Relationships are
built on trust. Trust
drives revenue.
Andrew Davis, Author

© Kiosked copyrighted material!
1. CONTENT
DRIVES
COMMERCE

Content builds
relationships.
Relationships are
built on trust. Trust
drives revenue.
Andrew Davis, Author

© Kiosked copyrighted material!
1. CONTENT
DRIVES
COMMERCE

72%

Of marketers are using
video today

71%

Of people say there is no
better way to bring a
product to life than video
© Kiosked copyrighted material!

40%

The increase in conversions
(for video) compared to
other content types

90%

Of the online population will
regularly watch video by
2017
1. CONTENT
DRIVES
COMMERCE

© Kiosked copyrighted material

THE RISE OF VIDEO
2. EVERYTHING IS A PORTAL
From Multi-Screening to Omni-Channel
THE YEAR
OF MOBILE –
AGAIN?

28%

Increase in mobile
shopping on Cyber
Monday in 2013

90%
The percentage of
screen based media
interactions

25%

Of eCommerce
market size is on
mobiles by 2017

77%

Time spent in front
of TV and multiscreening
2. EVERYTHING
IS A PORTAL

© Kiosked copyrighted material

LARGEST GROWTH SEGMENTS
”ON SCREENS”
2. EVERYTHING
IS A PORTAL

© Kiosked copyrighted material

FROM MULTI-SCREEN TO
OMNICHANNEL
3. FROM IMPULSE TO ACTION
Interactive Content Becomes Reality
3. IMPULSE TO
ACTION

Give people what they
want, when they want
it, in the form they
want it in.
Kevin Spacey,
Award winning actor & producer

© Kiosked copyrighted material!
3. IMPULSE TO
ACTION

WHAT IS EVERYWHERE
COMMERCE?
With Everywhere Commerce
advertisers and publishers can
connect with consumers at any
point of time, on any device.
Everywhere Commerce does not
limit the consumer experience to
any time or place, it is always on
and available.

© Kiosked copyrighted material!
3. IMPULSE TO
ACTION

TURNING CONTENT INTERACTIVE
3. IMPULSE TO ACTION

© Kiosked copyrighted material
3. IMPULSE TO
ACTION

© © Kiosked copyrighted material!
Kiosked copyrighted material

INTERACTIVE CONTENT ACROSS
ALL CHANNELS
3. IMPULSE TO
ACTION

INTERACTIVE APPS

30-40% 8-12%

Engagement Rates with
the ad and the individual
products are remarkable.!
© Kiosked copyrighted material!

Action Rates are
considerably higher than
traditional ad formats.!
3. IMPULSE TO
ACTION

TURNING CONTENT INTERACTIVE
3. IMPULSE TO ACTION

© Kiosked copyrighted material
3. IMPULSE TO
ACTION

CONSUMERS ARE ASKING FOR IT!

+12%
The increase in time spent
on site that has interactive
content.

50 X
CTRs of interactive content
compared to banner
advertising.

© Kiosked copyrighted material!

30-40%
Almost half of all visitors
engage with interactive
content!

40 %
40% of online consumers’
purchases are impulsive.
SUMMARY

WRAP UP

CONTENT DRIVES COMMERCE
!  Is your content strategy up to date?
!  Invest in video in 2014!

FROM SCREEN BASED TO OMNICHANNEL REALITY
!  The purchase funnel is no more, mobile is the core
!  Reach your consumers in the right touchpoints

INTERACTIVE CONTENT ALLOWS DISCOVERY
!  Everywhere Commerce – turn impulses into actions and put content to work!
!  Join webinar on ‘Interactive Video’ next Tuesday: http://goo.gl/bPlqAI

© Kiosked copyrighted material
QUESTIONS?
JAAKKO ISO-JÄRVENPÄÄ
SENIOR PARTNER MANAGER, Kiosked Ltd
+44 7587 959796 " 1 Sekforde Street " EC1R 0BE London, UK
jaakko@kiosked.com " @ jaakko_ij • www.kiosked.com
Greater
14 Must-Haves
conversion

for 2014.

Move your messaging forward.
!
Kestrel Lemen, Marketing Strategist at Bronto Software
'Conversion is King' Exclusive eCommerce Event Decks
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Greater
conversion
Thank you!

www.nosto.com

|

sales@nosto.com

|

@nostosolutions

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'Conversion is King' Exclusive eCommerce Event Decks

  • 1. Conversion is King Technologies and trends that will transform your conversion rate in 2014 Thursday, 13 February 2014 Google Campus, London
  • 2. Ecommerce Personalization Solution Nosto helps over 500 retailers across Europe deliver their customers a personalized shopping experience
  • 3. The Impact of Personalization
  • 5. Why are we all here today? Retailers spend 90% of their marketing budget driving traffic to their stores. ! But when customers get there... Greater conversion Huge opportunity cost!
  • 6. Today’s Agenda 16.10 - 16.35: Is understanding how your customers find you the key to conversion? (Andrew Buckman, Chief Strategy Officer at Tradedoubler) ! 16.35 - 17.00: The Power of Consumer Reviews: Using genuine feedback to increase conversion (Paul Squires, Retail Sales Manager at Feefo) Greater conversion 17.00 - 17.25: Everywhere Commerce: Converting impulses from visual content into sales ! ! (Jaakko Iso-Jarvenpaa, Senior Partner Manager at Kiosked) 17.25 - 17.50: 14 Must-Haves for 2014. Move your messaging forward. (Kestrel Lemen, Marketing Strategist at Bronto Software) ! 17.50 - 18.00: Q&A and Closing Remarks (Isaac Moshe, Managing Director UK, Nosto Solutions) ! 18.00 - 19.00: Networking reception with drinks and canapés
  • 7. Greater Is understanding how your customers find you conversion the key to conversion? ! Andrew Buckman, Chief Strategy Officer at Tradedoubler
  • 8. Is understanding how your customers find you the key to conversion? Tradedoubler Insight Unit Andrew Buckman Chief Strategy Officer Tradedoubler 13 February 2014 1
  • 9. The e-commerce and m-commerce opportunity E-commerce growth shows little sign of slowing down. Consumer spend online in the UK will grow by an average of 10% a year from €96bn in 2012 to €141bn in 2016. And this growth will continue to be fuelled by smartphone ownership. Smartphone ownership in the UK will increase by 22% a year to 42 million in 2016. 2 42million Source: eMarketer Western Europe B2C Ecommerce. February 2013. Worldwide Mobile User forecast. August 2012.
  • 10. Set against this backdrop of continued growth, our research looked at how and where performance marketing presents opportunities in the online customer journey. 2,500 online shoppers with smartphones. 411 in the UK 3 8 countries representing 89% of Europe retail ecommerce Online and mobile research and purchase behaviour
  • 11. The online purchase journey 4
  • 12. Online research is hugely popular across many different product categories RESEARCH PURCHASE 60% 50% 40% 30% 20% 10% 0% 5 Research & purchase on PC or laptop.
  • 13. The e-commerce evolution across sectors SECTORS MOST LIKELY TO CONVERT Music – 103% Events – 102% Apparel – 99% Online shopping is no longer just the domain of books, music and flights. Conversion to purchase now happens across many different categories, many of which have traditionally been “try out” or “try on” items. Flights – 95% Groceries – 92% Gambling – 92% Train tickets – 92% Hotels – 91% Beauty products – 87% Movies – 83% 6 % who research & also purchase (very often/sometimes).
  • 14. Monthly online purchase behaviour: PC is still the winner, but mobile and tablet are catching up VALUE FREQUENCY 7 €36 2 Tablet figures based on tablet owners. €87 4 €20 1
  • 15. Performance marketing is embedded throughout the purchase journey, so for advertisers, a presence on these channels is vital to secure a place in the consideration set 8
  • 16. Performance marketing channels drive purchase decisions... 93% 66% 60% 49% 48% 47% 41% 35% 24% 9 Types of site used to make purchases (very often / sometimes).
  • 17. ... but performance marketing also drives the start of the process at the research stage 96% 90% 80% 67% 10 66% 59% 56% 56% 51% 44% 38% Types of sites used in purchase research (very often / sometimes).
  • 18. Conversion behaviour across types of channels As well as being popular for purchase research, performance marketing sites are also highly likely to convert research into purchase. CHANNELS MOST LIKELY TO CONVERT Retailer – 97% Daily deal/group buying – 93% Cashback – 93% Loyalty or rewards – 90% Coupons/voucher code – 82% Price comparison – 82% Sector-specific content - 73% Blogs – 63% General content - 62% 11 % who research & also purchase (very often/sometimes).
  • 19. The growing importance of mobile throughout the shopping process 12
  • 20. Mobile has become the anytime, anywhere digital shopping assistant Mobile is the default option for internet browsing almost everywhere, making the desk at home or work the last refuge for PC browsing. Mobile is becoming central to purchase behaviour too. Mobile use on the high street provides significant opportunities for performance marketing. 13
  • 21. Mobile beats PC for browsing everywhere except the desk 66% Home Shopping Eating out 94% 65% 3% Work 14 PC/laptop 61% 4% 50% Hotel Travelling Mobile 17% 47% 3% 43% 45% Locations where users browse the internet on a mobile. CONVENIENCE OUTWEIGHS SCREEN SIZE
  • 22. Widespread second screening underlines the need for a multi-platform marketing strategy 52% % 48 second screen using mobiles 15 used mobiles to buy something after seeing an ad on TV 32% use mobiles to find out more information after seeing an ad on TV
  • 23. Footfall doesn’t guarantee a sale How people use their mobile when they are out shopping Mobile use in store disrupts the purchase journey, so defensive and offensive mobile strategies are required. Purchase on mobile 45% Buy in another store Buy online after researching more 58% 60% Check for better price Look up information 16 71% 71% How often do you do the following when out shopping? Very often / sometimes Based on all who use their mobile while out shopping
  • 24. Mobile performance marketing strategies ensure retailers secure the sale 48% download voucher 62% search for voucher or discount on something seen in a store 52% use vouchers received on mobile 17 How people use their mobile when they are out shopping (very often / sometimes). Based on all who use their mobile while out shopping
  • 26. Footfall doesn’t Disrupting the purchase process guarantee a sale Retailers are increasingly aggressive when it comes to disrupting the purchasing process and 58%in store disrupts the Mobile use of consumers are use How peopleabandoning intended purchases through mobile use purchase journey, so defensive when out their mobile shopping. and offensive mobile strategies when they are out shopping High-street retailers: are required. • Offline redeemable promotions • In-store voucher codes Purchase • Receipt-redeemable cashback 45% Online-only retailers: Buy in another store • “Hijack the high-street” Buy online after researching more • Geo-targeted mobile campaigns 58% 60% 71% Look up information 19 Check for better price 71%
  • 27. Performance marketing drives research at the start of the customer journey User journey attribution 96% 90% SINGLE VS MULTI PURCHASE CHANNEL 80% 1 click 67% 51% 66% 59% 56% 20% 29% 3+ clicks 20 2 clicks • Certain publishers better suited to last-click wins model 56% 51% • Consider44% value of the 38% publishers further up the purchase funnel • Tradedoubler tracks multiple clicks prior to the sale Types of sites used in purchase research (very often / sometimes).
  • 28. CHANNELS MOST Conversion behaviour for last-click wins LIKELY TO Best practice CONVERT across types of channels used to identify individual – 97% • Product-level tracking can be Retailer products in basket & justify additional funding from your Daily deal/group buying – 93% As well as being popular for suppliers Cashback – 93% purchase research, performance • Analyse time differences between click and purchase to marketing sites are also highly Loyalty establish which sites are driving more considered or rewards – 90% likely to convert research into Coupons/voucher code – 82% purchases purchase. Price • Protects margins and allows increased exposure comparison – 82% Sector-specific content - 73% Cashback sites are more likely than even retailer sites to Blogs – 63% generate a sale. 21 % who research & also purchase (very often/sometimes). General content - 62%
  • 29. Monthly online purchase behaviour: PC is still the winner, but mobile and the significant Addressing tablet are catching upin device spending variance Consider specific promotions for different devices, for example: • Lower thresholds for mobile - £5 off £30 spend, free next day delivery, etc. • For product-led promotions, display lower-value items • Use A/B testing to identify which offers work best on which devices FREQUENCY 2 4 VALUE €36 €87 22 Tablet figures based on tablet owners. 1 €20
  • 30. How mobile drove incremental sales for theTrainline.com • • • • Mobile a key element of the programme Geo-targeted push notifications Incentivised check-ins Stretch cashback to incentivise higher customer spend 26% Increase in order value 34% 23 Increase in sales over the campaign period
  • 31. SUMMARY Use devicespecific offers Disrupt the purchase journey with geo-targeted offers 24 Protect yourself from disruption through mobile promotions Content sites DO add value – look beyond the last click
  • 32. Action points • • Analyse your customers’ behaviour – How much research do they do before making a purchase? – What device do they use for Research/Purchase? – What channels do they use? – How much value does each link in the chain bring? • 25 Dive deep into your numbers – What are your traffic sources? – How many sales do they bring? – How much do they cost to bring those sales? Test, test, test – Do mobile specific offers drive more volume? – Can you target your competitors’ customers directly? – Track everything – Test some more
  • 34. Greater The Power of Consumer Reviews: conversion Using genuine feedback to increase conversion ! Paul Squires, Retail Sales Manager at Feefo
  • 35. An Introduction to feedback and reviews
  • 36. What I’m going to cover today -  -  -  -  -  -  -  -  -  Sales – the changing landscape Current conversion buzzwords From Trampolines to eBay and Amazon – Feefo Benefits of feedback – the ‘Power of Three’ Service and Product reviews – the sweet spot Ask less – find out more Avoid Fake reviews Be transparent /Case studies Don’t Crash and Burn – Top Tips
  • 38. What I’m going to cover today -  Branding, what it’s about, what -  A real world definition of a brand -  Some advice for healthy living swamp This Customer Word of mouth is the most powerful tool
  • 39. Then along came the internet And it all changed
  • 41. Behavioral Analysis - (Targeted Offers) Email Personalization – customer specific contact Chat - proactive chat, reactive chat, exit chat, and clickto-call Automated Guides – better understand product features, and assist with the selection process Re-Targeting – Identification of visitors interested based on previous search
  • 42. Feedback Listening to your customers voice
  • 44. Most people are honest. Give praise where it is due; make complaints where appropriate. ...we have an open forum. Use it. Make your complaints in the open. Let everyone know what a joy it was to deal with someone. Pierre Omidyar founder 1996
  • 47. The Power of Three
  • 49. Google AdWords stars are a powerful way to increase clicks +17%
  • 51. Show your reviews prominently on your page Feedback builds Trust
  • 61. ..companies should be aware that posting fake reviews is likely to be illegal (under consumer protection regulations) and could be subject to investigation by Trading Standards or the Office of Fair Trading. The Advertising Standards Authority
  • 62. Why Showing reviews matters Problem A moving and storage company in the Pacific Northwest had strong conversion but external reviews on the company on Yelp and Google+ were few and far between. The client had collected customer feedback to help improve their business internally, and was not showing these comments.
  • 63. Solution Walker Sands web team created a reviews page to capture the sentiment of the company’s satisfied customers. The reviews were posted at a consistent frequency of 2-3 reviews per day.
  • 64. The Results were overwhelming! Now over 1,000 customer reviews with an average rating of 4.5 stars Reviews page ninth most viewed onsite with visitors average of eight minutes interacting with site A dramatic increase in the conversion rate of visitors that engaged reviews pages.
  • 65. Visitors that did not view the reviews page converted at 8.46 percent, while those who did converted at 15.4 percent! The the site began converting so well the company received more business in the summer of 2013 than they had since 2006.
  • 66. ‘Adding reviews to your site is one way we suggest increasing your site’s engagement and conversion rate. Just make sure the reviews are authentic, and don’t be afraid to include negative reviews. ’ Katie Donabedian www.walkersands.com
  • 67. Other reasons genuine reviews help increase conversion Fresh, unique content for search engines helps page ranking 63% of customers are more likely to make a purchase from a site which has user reviews iPerceptions, 2011 Consumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturers eMarketer, February 2010
  • 69. Genuine testimonial …after just one month we have already seen an increase in conversion rates from an average of 2.5% of visits to a current 4.98% (nearly 100% up) for January Nothing else has changed on the site and so we have to put it down to Feefo service and the additional ‘listening to your customer’ to increase conversion John Hewitt www.bamfordtrading.com
  • 71. Genuine testimonial …we understand the importance of being able to guarantee 100% genuine feedback as Feefo does. Our 92% Quality Score is a true testament to our continued commitment to improving the customer experience. … together with Feefo we will be able to build on this further and faster in the future Stuart Newman www.expedia.co.uk
  • 75. 1. Power of Three 2. Ask Service and Product 3. Show Your feedback – all of it! 4. Use a Google Partner! 5. Be Transparent – respond!
  • 77. Greater Everywhere conversion Commerce: Converting impulses from visual content into sales ! Jaakko Iso-Jarvenpaa, Senior Partner Manager at Kiosked
  • 79. EVERYWHERE COMMERCE Converting Impulses from Visual Content to Sales JAAKKO ISO-JARVENPAA SENIOR PARTNER MANAGER, Kiosked Ltd +44 7587 959796 ! 1 Sekforde Street ! EC1R 0BE London, UK jaakko@kiosked.com ! @ jaakko_ij • www.kiosked.com
  • 80. WELCOME! AGENDA FOR TODAY INTRODUCTION CONTENT DRIVING COMMERCE EVERYTHING IS A PORTAL FROM IMPULSE TO ACTION QUESTIONS? © Kiosked copyrighted material
  • 81. 1. CONTENT DRIVES COMMERCE The Rise of Video
  • 82. ECOMMERCE GROWTH – NO BIG NEWS 1.3T $ The global eCommerce market size is estimated to have reached in 2013 20% Of the global retail market is expected to come from eCommerce by 2020 and +50% by 2030
  • 83. 1. CONTENT DRIVES COMMERCE Content builds relationships. Relationships are built on trust. Trust drives revenue. Andrew Davis, Author © Kiosked copyrighted material!
  • 84. 1. CONTENT DRIVES COMMERCE Content builds relationships. Relationships are built on trust. Trust drives revenue. Andrew Davis, Author © Kiosked copyrighted material!
  • 85. 1. CONTENT DRIVES COMMERCE 72% Of marketers are using video today 71% Of people say there is no better way to bring a product to life than video © Kiosked copyrighted material! 40% The increase in conversions (for video) compared to other content types 90% Of the online population will regularly watch video by 2017
  • 86. 1. CONTENT DRIVES COMMERCE © Kiosked copyrighted material THE RISE OF VIDEO
  • 87. 2. EVERYTHING IS A PORTAL From Multi-Screening to Omni-Channel
  • 88. THE YEAR OF MOBILE – AGAIN? 28% Increase in mobile shopping on Cyber Monday in 2013 90% The percentage of screen based media interactions 25% Of eCommerce market size is on mobiles by 2017 77% Time spent in front of TV and multiscreening
  • 89. 2. EVERYTHING IS A PORTAL © Kiosked copyrighted material LARGEST GROWTH SEGMENTS ”ON SCREENS”
  • 90. 2. EVERYTHING IS A PORTAL © Kiosked copyrighted material FROM MULTI-SCREEN TO OMNICHANNEL
  • 91. 3. FROM IMPULSE TO ACTION Interactive Content Becomes Reality
  • 92. 3. IMPULSE TO ACTION Give people what they want, when they want it, in the form they want it in. Kevin Spacey, Award winning actor & producer © Kiosked copyrighted material!
  • 93. 3. IMPULSE TO ACTION WHAT IS EVERYWHERE COMMERCE? With Everywhere Commerce advertisers and publishers can connect with consumers at any point of time, on any device. Everywhere Commerce does not limit the consumer experience to any time or place, it is always on and available. © Kiosked copyrighted material!
  • 94. 3. IMPULSE TO ACTION TURNING CONTENT INTERACTIVE 3. IMPULSE TO ACTION © Kiosked copyrighted material
  • 95. 3. IMPULSE TO ACTION © © Kiosked copyrighted material! Kiosked copyrighted material INTERACTIVE CONTENT ACROSS ALL CHANNELS
  • 96. 3. IMPULSE TO ACTION INTERACTIVE APPS 30-40% 8-12% Engagement Rates with the ad and the individual products are remarkable.! © Kiosked copyrighted material! Action Rates are considerably higher than traditional ad formats.!
  • 97. 3. IMPULSE TO ACTION TURNING CONTENT INTERACTIVE 3. IMPULSE TO ACTION © Kiosked copyrighted material
  • 98. 3. IMPULSE TO ACTION CONSUMERS ARE ASKING FOR IT! +12% The increase in time spent on site that has interactive content. 50 X CTRs of interactive content compared to banner advertising. © Kiosked copyrighted material! 30-40% Almost half of all visitors engage with interactive content! 40 % 40% of online consumers’ purchases are impulsive.
  • 99. SUMMARY WRAP UP CONTENT DRIVES COMMERCE !  Is your content strategy up to date? !  Invest in video in 2014! FROM SCREEN BASED TO OMNICHANNEL REALITY !  The purchase funnel is no more, mobile is the core !  Reach your consumers in the right touchpoints INTERACTIVE CONTENT ALLOWS DISCOVERY !  Everywhere Commerce – turn impulses into actions and put content to work! !  Join webinar on ‘Interactive Video’ next Tuesday: http://goo.gl/bPlqAI © Kiosked copyrighted material
  • 101. JAAKKO ISO-JÄRVENPÄÄ SENIOR PARTNER MANAGER, Kiosked Ltd +44 7587 959796 " 1 Sekforde Street " EC1R 0BE London, UK jaakko@kiosked.com " @ jaakko_ij • www.kiosked.com
  • 102. Greater 14 Must-Haves conversion for 2014. Move your messaging forward. ! Kestrel Lemen, Marketing Strategist at Bronto Software