dgm | online retailer expo sydney 2012 | chris garner
DESCRIPTION
We have all read the news, we all know the facts on how fast the ecommerce industry is growing, and we all know how much Australians' spend online is growing every year. Let’s dig deeper around what are the successful digital strategies being deployed in the online marketing industry to power this phenomenal revolution. We will show you the inside story on which clients are making it look easy. We will show you the levers that can be pulled to influence the flow of the customer journey. These levers can increase conversion and lifetime value, and decrease wastage of your marketing dollars. We will show you practical ways that you can use these proven ideas in your business, to help garner incremental customers cost effectively.TRANSCRIPT
BRANDED INTRO SLIDE
• Who we are • What we cover• Case studies what
do they cover• Quick snapshot
www.dgm-au.com
Come visit us: Stand 1538
Twitter.com/cgarner2000
What we do? Search Engine Marketing Affiliate Marketing Search Engine Optimisation Website Analytics Ad Serving Solutions Data analysis Conversion optimisation
25%
Smallerbrands
11
What you going to get in the next 20 mins
Media >>
Conversion >>
CRM
12
Deliver amazing ROAS and sales from Media?
Media >>
Conversion >>
CRM
13
How conversion optimisation can increase results?
Media >>
Conversion >>
CRM
Deliver amazing ROAS and sales from Media?
14
How conversion optimisation can increase results?
How to reduce shopping cart abandonment?
Media >>
Conversion >>
CRM
Deliver amazing ROAS and sales from Media?
Media >>
Conversion >>
CRM
convert site visitorsinto customers
17
Media Conversion >>
CRM
Source: Marketmotive 2010
Media >>
Conversion >>
CRM
Media >>
Conversion >>
CRM
$AU 2.772 Billion up from $AU 2.353 Billion Market FY2011/12
Source: IAB / PwC Online Adspend 2012
Media >>
Conversion >>
22
Conversion Management the science of…
23
convert site visitorsinto customers
Who determines the path?
32
Amazon – Continual Improvement
Late 90s Early 2000’s Mid 2000’s Late 2000’s Today
Optimisation Progression
• On-line Surveys
• Usability labs
• A/B/n testing • Automated Optimisation
• Optimal experiencefor everyinteraction
• Across all channels and media
• Content Targeting
• Targeting offers and services relevant to segment
• Reliable infrastructure
• You know what your audienceDID (analytics)
• Multivariate Testing
• Know what your audience WANTS to do and WHY
The False Promise of Conversion Management
X
Discovery
Analytics
Survey Eye Tracking
Analytics
Survey Eye Tracking
Insight
14,000 page views per month
20% bounce rate
1.24% conversion rate
UAT Feedback gathered
Eye tracking survey
Call to actions are being ignored
Below the fold
Banner blindness
Created ABn Test with 3 different variables
Used technology to measure the results
98% certain to beat the control
50% increase in conversion
61
62
45% of online shoppers abandon
63
47% High Shipping Costs
64
24% of Payment Options
65
27% looking for Coupons
66
26% Shop Offline
convert site visitorsinto customers
HOW DOES ITWORK
We provide you with 3 lines of java script to place on your pages (it’s as simple as copy and paste)
We’ll create and customize a campaign specifically for your brand. With full client approval.
Analyze the results and watch our tool return up to 23% of your abandoned orders
One hour elapsesConfirmation is Never reached
User browses site and adds
product into checkout
User goes to guest Checkout and leaves
email address
Customer service led
Email sent to guest checkout
email address
71
Media >>
Conversion >>
CRM
67% cart abandoment
$120 ATV
17% conversion
$66 ROAS
81
82
Media >>
$AU 2.772 Billion up from $AU 2.353 Billion Market FY2011/12
Source: IAB / PwC Online Adspend 2012
Source: IAB / PwC Online Adspend 2012
$AU 2.772Bmarket in FY11/12
An increase of17.8% YoY
Online consumer retail market value
AUD $10.5BN AUD $102BN
AUD $200BN
Source: 2012 eConsultancy Internet Statistics Compendium / Boston Consulting Group / Wall Street Journal / NAB Online Retail Sales Index
AUD $729 pa
AUD $2454 pa
AUD $1046 pa
Source: 2012 eConsultancy Internet Statistics CompendiumSource: Australian Bureau of Statistics , Wikipedia
Digital consumer spend per capita
2011/12 IAB online Ad expenditure
AUD $3.4 BN
AUD $7.65BN
AUD $31.3BN
Source: IAB USA / UK / Australia PwC 2012 report
IAB advertising spend per capita
AUD $232.7 pa
AUD $184.1 pa
AUD $163.7 pa
Source: IAB USA / UK / Australia PwC 2012 report
Finally the ROAS
AUD $3.13 AUD $13.3 AUD $6.4
Source: 2012 eConsultancy Internet Statistics CompendiumSource: Australian Bureau of Statistics , Wikipedia
91
Media >>
Low
High
HighROI
Low
High
HighROI
Brands not appearing on page 1 for high converting KWs
http://en.wikipedia.org/wiki/Affiliate_network
Use affiliate ads to generate consumer traffic and pay only for conversions
Market share of the years
$100+M
2 years
Market share of the years
$100+MAffiliate c20%
ROAS by channel
• Affiliate is 800% more cost effective than Display
• Affiliate is 35% more cost effective than Search
Search $10.13
Affiliate $20.00
Display $1.80
Social Media $0.70
Loyalty
User ReviewsComparison
Coupons
Online consumer reviews are the second most trusted form of advertising after personal recommendations
(Neilsen, April 2012)
104
Use affiliates for pre selling to the customer
“… 47% of shoppers agreed that they are more likely to buy products if it appears on multiple sites, compared with only seeing the product on the retailer site itself.”
(Forrester - June 2012 'The Direct and Indirect Value that Affiliates Deliver to Advertisers')
105
Use affiliates for pre selling to the customer
“…43% of respondents stated that seeing an offer on an affiliate helped close the deal when they are uncertain of their purchase”
(Forrester - June 2012
'The Direct and Indirect Value that Affiliates Deliver to Advertisers')
106
Use affiliates for pre selling to the customer
Types of Affiliate Marketing
Compar-ison En-
gines
Content Coupons Loyalty/Rewards
Other PPC Cashback Brand Bidding
PPC
Other0%
10%
20%
30%
40%
50%
60%
70%
63%
53%
29% 27%22%
18% 17%
• The most widely used types of Affiliate Marketing are Comparison and Content.
Q14. Which of the following Affiliate Marketing types do you work with? Base n=90
Length of Time Engaged in Affiliate Marketing
Under a year Between 1-3 years
Between 4-5 years
Between 6-8 years
Over 8 years0%5%
10%15%20%25%30%35%40%
12%
38%
26%
12% 12%
• Half of all those surveyed have been engaged in Affiliate Marketing in Australia for three years or less.
Q15 How long has your agency/company engaged in Affiliate Marketing in Australia? Base n=90
Barriers to Engaging in Affiliate Marketing
Other
Our product suite does not suit the channel
Resource restrictions
Budget restrictions
Internal education/ what is affiliate marketing?
0% 10% 20% 30% 40%
21%
21%
21%
26%
37%
• Among those who don’t engage in Affiliate Marketing, the biggest barrier to doing so is a lack of awareness or education on the subject
Q6. You said you did not engage in Affiliate Marketing, what do you think are your main barriers?
Base n=19 (small sample)
111
Media >>
Conversion >>
CRM
Guarantees SEO and Affiliate marketing deliver high
ROAS compared to paid search and display
Place email capture on page one of the cart / application
Implement a cycle of test, learn and improve for conversion
BRANDED INTRO SLIDE
• Who we are • What we cover• Case studies what
do they cover• Quick snapshot
www.dgm-au.com
Come visit us: Stand 1538
Twitter.com/cgarner2000
