case study: how insights on your customer’s end consumers can help your b2b sales

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How insights on our customer’s end

consumers helped generate leads

Javier Nieto/VP Global Marketing

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Skype, Netflix, Camper,

Hotelbeds, ChinaAir, British

Airways, Sony, Wix

5,000 colleagues on 4 continents,

25 million transactions/day,

$500 billion processes / year

45 out of 100 transactions in

the UK are processed by us

Full eCommerce product suite;

Gateway, Acquiring, APMs, Fraud, Treasury

Services, Mobile

About Worldpay

International acquirer

© Worldpay 2015. All rights reserved.

The payments landscape has never been more exciting.Once upon a time…

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Cash was king Cards dominated

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…but technology arrived and it created choice…

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and with choice came complexity and fragmentation

• What payment methods should I accept?• Which ones do my customers demand?• How do I stop cart abandonment?• Which ones are safer?

For Merchants

• Which ones should invest my time in?• How can they help me save money?• Which ones can I rely on for fraud

protection?• Will it really save me time at the

checkout?

And for Consumers

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There are marked regional differences

• In Europe and the UScard payments dominate (59% and 71%)

• But in China: 15% are by card vs 72% in the US

• And in Brazil: APMs make up 45% of total transactions

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Extending the conversation: Getting to know our customers’ end consumers

“Ok I’m listening”

“We are great-best payment

service provider ever”

“We make payments simple, provide you with insights that will

help your business, we are

truly global”

“I just want to pay quickly and safely,

in the payment method of my

choice, but what matters to me

varies depending on where I live”

“How do I make sure my payment

pages are not turning

consumers down?”

“How can I make the shopping

experience even better?”

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We asked them…what worries you? They told us…

• “How do I make sure I’m not turning down customers with my payment pages?”

• “I’m entering another 4 countries, is my payment page ready for that?”

Research piece on what customers really want from the payment

journey

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The Online Payment JourneyThe research

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We reviewed the online payment journey offered by travel and retail websites in 14 countries

14 CountriesWebsite

audit

Largest

airlines

and OTAs

25Largest

retailers

25

10

Customer

Survey

Travellers

in each

country

250Shoppers

in each

country

250

14 Countries

and asked customers what they want to see when shopping online

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What did we discover??

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Digital authentication and security logos: the less developed eCommerce is in a country, the more relevant they are

I wouldn’t buy from a website unless payment authentication services and digital certificates were shown

India China Spain South Korea

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Seeing preferred payment methods on the homepage can be important eg. When buying travel in LaTam

I wouldn’t buy from a website unless I could see that they accept my preferred payment method on the homepage

Mexico Chile Brazil France

14

Displaying prices in local currency is crucial to customers – They drop out if not

I wouldn’t complete the payment if my local currency was not displayed

Travel average Some, but not all, retailers offer currency options on the homepage

Example: Etsy

15

Most customers are still reticent to have their payment details stored, particularly in Europe

I want the website to store my payment and addressdetails for next time - Travel customers

Average of Germany, Spain,

France, UK

Average of China, Japan

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The Campaign

Microsite as a hub

19

Targeted PPC

20

Social Media

21

Email

22

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Lead Generation journey

Worldpay.com InsightsWorldpay.com Travel Worldpay.com Retail

Online Payment Journey microsite

Social media

Standard lead routing Email containing country reportsMarketodatabase

Standard qualification

criteria

Nurture programme

Salesforce

Sales qualification

Qualified lead Sale

Form standard lead routingStandard contact us form

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Demand Generation Aims and Objectives …

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Reinforce Worldpay as a thought leader

with insights delivered to the right

audience …

Reach wider audiences through

innovative ways and new channels …

Set and follow demand generation

best practices to gain and maintain

quality contacts …

… creating multiple touch points to generate quality sales leads to the business.

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The promotion plan

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Promotional Plan: digital

Digital Marketing

SEORetail & Travel – keywords

PPCRetail – Focused on US region with localised keywords

Travel –

EMEA/UK & US only for PPC due to low budget & high cost of search terms

Website

Retail & Travel Links• Vertical homepages• Thought Leadership pages

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Promotional Plan: social

Twitter – Global; Japan & LATAM

• Beginning with neutral teaser campaign, following later weeks/tweets with Retail/Travel specific

Split of posts as follows: 20% non vertical-specific tweets 40% Travel 40% Retail

• Tweets will be concentrated on Tuesday, Wednesday and Thursday (days shown to deliver greater engagement)

Facebook

• Limited number of posts for wk/6th April due to Visa re-pricing messaging• Beginning with neutral teaser campaign, following with Retail/Travel

specific

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Paid Advertising

LinkedIn

• Retail – (April – June) Sponsored Updates Side Ads

• Travel – (April – May) Sponsored Status updates Mix of Display ads and text ads PPC

Promotional Plan: paid digital

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Email Campaign (Retail & Travel)

Customers – 1 email/mo

Prospects – 1 email/mo• Option to resend with different

messaging to opens/un-opens (depends upon frequency agreements/testing)

Retail & Travel Newsletter• Slightly different messaging to

customers/prospects/subscribers

Promotional Plan: email

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Download Analysis

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0 20 40 60 80100

120140

Australia

Brazil

Chile

China

France

Germany

India

Japan

Mexico

Russia

South Korea

Spain

UK

USA

Number of people who downloaded

Country Report Downloads (April - June) Form Fills / Region

APAC

EMEA

LATAM

UK

US

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Campaign lead generation funnel

12,229

362123

47

Unique Microsite Visitors

- 64% of traffic was from direct marketing

- 25% of traffic was driven to the site by social media

How many of them gave us their details

- 200 number of travel prospects

- 162 number of retail prospects

How many Marketing qualified as good

- 123 MQLs

How many Sales have accepted

- 47 SALs

2.81% conversion

33.98.% conversion

38.21.% conversion

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www.onlinepaymentjourney.worldpay.com