12. WE DON’T KNOW A LOT ABOUT OUR
CUSTOMERS
SIMPLY PUT, WE DON’T KNOW OUR CUSTOMERS WELL ENOUGH!
WE DON’T KNOW:
WE KNOW: Items browsed
Products bought Filter preferences
Shop Attendant Prices of items
Price tag Items put in basket
Name BUYERS BROWSERS Pages visited
Address 3% 97% Purchase intent
Age Time on site
Contact details Reason for leaving
Time / Date Level of engagement
Number of site visits
13. COMMON CHALLENGES WITH CUSTOMER DATA ONLINE
IT’S VAST….. IT’S DISPERATE…..
IT’S NOT GRANULAR… IT’S UNSTRUCTURED… IT‘S CHALLENGING!
14. DATA VOLUMES
Data will grow over the
next five years
“more data will be created in the next
four years than in the history of the
planet”
Source: Forrester 2011 and Mark Hund CEO HP
15. DATA VOLUMES
To put things in perspective: Every second (at peak)
3.6k secs uploaded
10k tweets
7k data pings
Source: Forrester 2011
22. THE BIG DATA CHALLENGE
of companies struggling
to gain valuable insights
from customer data
Shortage of data
scientists by the year
2019
Source: 1: Retail Bulletin, 2: McKinsey 2011
23. 1 Tie your Data together
2 Know your online customer
3 Get something for nothing using free tools
4 If its working, promote it
5 Avoid subjective testing
24. 1. TIE YOUR DATA TOGETHER
Being able to tie data silos together will give you a competitive advantage. Beware of
making decisions based on isolated or incomplete data
25. TOP LEVEL IDENTIFICATION IS ONLY THE
FIRST STEP TO IMPROVING THE WEBSITE
WHERE IS THE PROBLEM AREA OF THE SITE?
TRAFFIC SOURCE
PAGE TYPE
26. TOP LEVEL IDENTIFICATION IS ONLY THE
FIRST STEP TO IMPROVING THE WEBSITE
WHERE IS THE PROBLEM AREA OF THE SITE? WHAT IS THE SPECIFIC ISSUE?
SEARCH OFFER SEARCH
TRAFFIC SOURCE
50% 15% 10%
EMAIL OFFER PRICE
PAGE TYPE
3% 2% 5%
WHAT FEEDBACK DID THEY LEAVE? PRICE OFFERS
I would have liked the site to state whether or not
you can bring hand luggage on bored the plane for 14%
free or not.
OTHER
22% I don't like that prices are always for 2 people. There
are a lot of single people who want to go on holiday -
1%
OF ALL FEEDBACK particularly this time of the year.
RELATED TO PRICE
I want to come back later and find the same price but MOVING PRICE BASED CONTENT ABOVE THE
am worried I won’t find the same deal HYPOTHESIS FOLD WILL RESULT IN A POSITIVE EXPERIENCE
FOR USERS WITH A PRICE FOCUS
27. 2. KNOW YOUR ONLINE CUSTOMER
Listening to your customers is critical when building a digital strategy. Using customer
data such as Web Analytics and Customer Feedback can be a valuable source of
insight but customer segmentation is required to uncover the biggest opportunities
29. TOP 10 REASONS TRAVEL WEBSITES
DON’T CONVERT VISITORS
1. PRICE
2. SITE FUNCTIONALITY
TOP 3. ON SITE SEARCH
4. PRODUCT DESCRIPTION
5. ADDITIONAL CHARGES
22% 6. NAVIGATION
7. DISCOUNT/SALE
8. ERRORS/BUGS
9. LATENCY
10. AVAILABILITY
30. SEGMENTATION BASED ON PROPENSITY AND
VALUE
PURCHASERS CLOSE TO EARLY STAGE WILL NEVER
PURCHASE PURCHASE
LOW
VALUE
MID
VALUE
HIGH
VALUE
31. 3. GET SOMETHING FOR NOTHING WITH FREE
TOOLS
There has been an explosion of technology solutions over the last 5 years and there are
some great FREE tools that you as a Marketer can add to your tool kit
32.
33. 4. IF ITS WORKING, PROMOTE IT
Businesses that view their marketing and website activity as a cost of sale are ultimately
going to win in an increasingly competitive space where traffic acquisition costs
continue to rise
36. 5. AVOID SUBJECTIVE TESTING
Any changes that you make to your site should have a defined purpose. Asking why a
signal, variation or element is being changed should be the first step to any successful
optimisation process
37. THE HIT AND MASS WITH TESTING
Test 2
Test 1
THE BLIND TESTERS THE OPPORTUNTY COST THE HIPPO SYNDROME
38. DATA DRIVEN TESTING TO UNLOCK
INEFFICIENCIES AND VALUE
45% uplift in revenue from effective prioritisation of opportunities
INCREMENTAL REVENUE
OPPORTUNITY
EASE OF IMPLEMENTATION
“Wow, great improvement. Didn’t really believe the results at first! Great work all round. Amazing what can
be done, when you have the right data to go by.”
(Sarah Strong, Head of Marketing)
39. BY SEGMENTING USERS YOU CAN
DELIVER A MORE PERSONALISED
SOLUTION
CASE STUDY
10% CONVERSION INCREASE FROM GENERIC
TRAFFIC
40. BUSINESSES THAT TURN THEIR DATA ON
COLLECT COMBINE IDENTIFY TEST ACTIVATE
0-1 mth 0-1 mth 1-2 mth 2-3 mth 3+ mth
