At the end results are the only thing that matters. With ecommerce’s complexity tracking consumer decision journeys and adapting your online presence will be the difference between having a successful business and disappearing in the graveyard of unprofitable web shops. We will unravel the layers of consumer decision journey, define micro conversions to track and locate the best insights. It’s not all theory – we will discuss practical application of the See-Think-Do model to ecommerce websites. Who your customers are and what they think about you is something you can’t ignore. That’s why we’ll also focus on tracking different personas, evaluating your content and tracking your NetPromotor Score in GA. Why to do it, how to do it and what outcomes to expect.

1. Andraž Štalec
@andrazstalec
WHEN HARRY MET SALLY

2. MarketingSherpa Ecommerce Benchmark Study 2014

5. 0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
MultipleProductTypes
Apparel,Footwear&…
Art&Collectibles
AutoParts&Accessories
Books
BusinessServices
Software&VideoGames
Consumer&LocalServices
DigitalGoods
Education
Electronics
FinancialServices&Insurance
Food&Beverage
Gifts&Speciality
Health&Beauty
Home&Garden
IndustrialEquipment
Jewelry
Medical&Pharmaceutical
OfficeSupplies
Other
PetProducts
Publishing&Entertainment
Sports&Outdoors
Toys&Children'sProducts
MarketingSherpa Ecommerce Benchmark Study 2014
Ecommerce Conversion Rates by Product Type

6. 0%
5%
10%
15%
20%
25%
1% 3% 5% 10% 15% 20% 25% 30% 35% 40% 50% 60% 70% 80% 90% 100%
MarketingSherpa Ecommerce Benchmark Study 2014
Overall Ecommerce Conversion Rates

7. HOW CAN YOU IMPROVE
YOUR COMPANY'S CONVERSION RATE?

8. IF YOU WANT TO IMPROVE YOUR RESULTS YOU
CAN‘T RELY ON DEFAULT ECOMMERCE TRACKING.

9. TO REALLY UNDERSTAND THE ANATOMY OF YOUR
ECOMMERCE YOU NEED TO ADD NEW LAYERS.

10. HOW DO YOU
SEGMENT DATA?
HOW DO YOU
MEASURE
SUCCESS?
WHAT ARE YOU
MEASURING?

11. HOW DO YOU
SEGMENT DATA?
HOW DO YOU
MEASURE
SUCCESS?
WHAT ARE YOU
MEASURING?

13. TARGET GROUP GOAL USER NEED MESSAGE
DIGITAL
CHANNELS
TARGETING KPIs CONTENT
Digital Marketing Framework

14. DOTHINKSEE
People who use our, similar
or substitute products
People who use our, similar
or substitute products and
are THINKing they need a
new product
People who use our, similar
or substitute products, are
thinking they need some &
are looking to BUY THEM
RIGHT NOW
Target group

15. DOTHINKSEE
Build brand awareness
Build brand/product
preference & engagement
with a brand Increase sales
Goal

16. DOTHINKSEE
Feel connected with a brand
Learn more about the
product/category Get best deal possible
User need

17. DOTHINKSEE
Creative that builds
emotions
Creative encourages
research & engagement
Creative focusing on product
& offer
Message

18. DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
EMAIL
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
EMAIL
DOTHINKSEE
Digital channels

19. DOTHINKSEE
Affinity categories
Interest categories
Demographics
In-market buyers
Interest categories
Display keywords
Topics
Placements
Remarketing
Informational Searches
Category KWs
Mid-funnel KWs
Problem/Solution KWs
Search Remarketing
Remarketing
Transactional Searches
Brand KWs
Product names
Lower funnel KWs
Search Remarketing
Targeting

20. DOTHINKSEE
Reach & Frequency
Brand Search
% New Visits
Number of mentions
Number of leads
Engagement
Page Depth
Assisted conversions
CTR
Revenue
Conversion Rate
Profit
KPIs

21. Understanding user behavior throughout the entire CDJ
Number of interactions
Length
Transactions

22. Micro & macro conversions

23. Micro & macro conversions matrix
NEW FOLLOWERS
GALLERIES BROWSED
PRODUCTS COMPARED
EMAIL SIGNUPS
SOCIAL ACTIONS
VIDEOS WATCHED
PURCHASE
STOCK CHECKED
CATALOGS DOWNLOADED
USER REGISTRATION
Long term
Short term
Medium term
DO
THINK
SEE

24. Outcomes report

25. DOTHINKSEE
DISPLAY
SEARCH ADS
SEO
FACEBOOK ADS
SEO
EMAIL
DISPLAY DISPLAY
SEARCH ADS
SEO
SOCIAL
FACEBOOK ADS FACEBOOK ADS
EMAIL
Digital Channels

27. HOW DO YOU
SEGMENT DATA?
HOW DO YOU
MEASURE
SUCCESS?
WHAT ARE YOU
MEASURING?

28. Meet Harry!

29. Harry‘s shopping behaviour
1 DAY
1 PRODUCT ADDED TO CART
2 SESSIONS
1 PRODUCT PURCHASED
3 PRODUCTS COMPARED
1 WIZARD USED Cart-to-Detail Rate: 33 %
Buy-to-Detail Rate: 33 %
Sessions with Transactions: 50 %

30. Meet Sally!

31. Sally‘s shopping behaviour
21 DAYS
8 PRODUCTS ADDED TO CART
5 SESSIONS
1 PRODUCT PURCHASED
17 PRODUCTS VIEWS
3 ARTICLES READCart-to-Detail Rate: 47 %
Buy-to-Detail Rate: 5,8 %
Sessions with Transactions: 20 %

32. Different shopping behaviours
1 DAY
1 PRODUCT ADDED TO CART
2 SESSIONS
1 PRODUCT PURCHASED
3 PRODUCTS COMPARED
1 WIZARD USED
Cart-to-Detail Rate
33 % : 47 %
Buy-to-Detail Rate
33 % : 5,8 %
Sessions with Transactions
50 % : 20 %
21 DAYS
8 PRODUCTS ADDED TO CART
5 SESSIONS
1 PRODUCT PURCHASED
17 PRODUCTS VIEWS
3 ARTICLES READ

33. ALSO TRUE WITH OTHER BUSINESS TYPES

34. Slovenia
Germany
Albania
UnitedStates
Poland
Russia
Kosovo
UnitedKingdom
Belgium
France
Netherlands
Switzerland
Austria
Croatia
Estonia
Italy
Sweden
Macedonia(FYROM)
Ecommerce Conversion Rates By Country

35. Slovenia
Germany
Albania
UnitedStates
Poland
Russia
Kosovo
UnitedKingdom
Belgium
France
Netherlands
Switzerland
Austria
Croatia
Estonia
Italy
Sweden
Macedonia(FYROM)
Ecommerce Conversion Rates By Country

36. Slovenia
Germany
Albania
UnitedStates
Poland
Russia
Kosovo
UnitedKingdom
Belgium
France
Netherlands
Switzerland
Austria
Croatia
Estonia
Italy
Sweden
Macedonia(FYROM)
Ecommerce Conversion Rates By Country

37. AGGREGATED MICRO CONVERSIONS ARE SHIT

38. EVEN SEGMENTATION BY LOCATION
IS NOT ENOUGH

39. WHAT ABOUT DEMOGRAPHIC SEGMENTATION?
SOURCE
DEVICE

40. HUMANS ARE COMPLEX CREATURES

41. Location
Need
History
Demography
Device
Behavior

42. TO UNDERSTAND THE DATA WE NEED TO SEGMENT
BY BEHAVIOR

43. SEGMENTATION BY PERSONALITY TYPES

44. HOW DO YOU DEFINE AND DISCOVER
PERSONALITY TYPES?

45. THE HARD WAYTHE EASY WAY

46. THE HARD WAYTHE EASY WAY

47. The 6 Personality Types of Digital Shopper
ClickTale , March 2015

48. THE HARD WAYTHE EASY WAY

49. TAKE A CLOSE LOOK AT YOUR BUYERS

50. MICRO
CONVERSIONS
BEHAVIOR
DEVICE
REFERRALS
DEMOGRAPHY

51. 0%
5%
10%
15%
20%
25%
1 2 3 4 5 6 7 8 9 10 11 12 13+
Product Views

52. 1
6
11
16
21
26
31
36
41
46
0 10 20 30 40 50 60
Sessioncount
Days since last session
30
40
50
60
70
80
Goal 1 Completion Rates

53. 1
6
11
16
21
26
31
36
41
46
0 10 20 30 40 50 60
Sessioncount
Days since last session
70
80
Goal 1 Completion Rates

56. Personality Type #1
Define your personality types
Prepurchase behavior

57. … and adapt your marketing
REMARKETING
MARKETING
AUTOMATIONSEGMENTS

62. AND YOU BETTER GET GOOD AT IT!

63. 0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
0 1-300 301-500 501-1000 1001 - 1500 1500+
Ecommerce Conversion Rate by Product Desc

64. HOW DO YOU
SEGMENT DATA?
HOW DO YOU
MEASURE
SUCCESS?
WHAT ARE YOU
MEASURING?

66. REVENUE IS A VANITY METRIC

68. WHEN NPS MEETS CLV

69. Overall NPS through time
User NPS through time

70. NPS by traffic source
NPS by age

71. Sales performance by NPS user types

72. Number of transactions & total revenue

73. Repeat purchases

74. Most valuable user category

75. IS THIS ALL JUST A LOT OF ?

76. OH! AND WHAT HAPPEND TO HARRY AND SALLY?

77. Thank you
andraz.stalec@red-orbit.com