© Worldpay 2015. All rights reserved.
How insights on our customer’s end
consumers helped generate leads
Javier Nieto/VP Global Marketing
© Worldpay 2015. All rights reserved.2
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…
3
Cash was king Cards dominated
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…but technology arrived and it created choice…
4
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??
12
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
13
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
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)
• 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
• 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