early engagement strategies
TRANSCRIPT
Engaging Your Customers
Engaging Your Customers - How HumbleChic.com Used an Early Aggressive Strategy to Convert More Shoppers
Once you get traffic to your webstore, what's next? How quickly should you engage your customer once they reach the site. How aggressive do you need to be?
Engaging the modern consumer requires a fine balance of finesse that can be mastered through real-life testing.
For HumbleChic a new women's clothing and accessories line out of New York City, these early engagement strategies have helped to convert more shoppers.
For eAccountable a Denver based digital agency, delivering early engagement and conversion enhancement tools has shown how tools serve the advertiser as well as the consumer and the enhance the customer experience.
Engaging Your Customers - About HumbleChic.com
Daniella Berkson is the CEO and founder of HumbleChic.com, an e-commerce only brand based out of New York City. Humble Chic was conceived in 2012 to bridge the gap between luxury and mass-market retail by offering boutique quality women’s clothing and accessories at an affordable price point. The brand launched its first pop-up shops in Manhattan and received immediate attention due to its aesthetic and pricing. HumbleChic.com debuted soon thereafter, and has since been featured by the Today Show, Vogue.com, People StyleWatch, InStyle, Glamour Magazine, and more. Prior to Humble Chic, Daniella Berkson had a career as a network television and video producer for more than 10 years. She has produced and directed broadcast and commercial productions for ABC, HBO, PBS, MTV, VH1, The Food Network, and numerous corporate clients.
Engaging Your Customers - About eAccountable
Durk Price is the Founder of eAccountable, a digital performance agency specializing in retail representation and providing outsourced program management services for many Internet Retailer Top 1,000 merchants including: Gaiam.com, PerformanceBike, CanvasOnDemand.com RockbottomGolf.com, Katom.com, and Rockler.com. In addition, eAccountable manages other well-recognized online brands such as ExtendedStayAmerica.com (hotels), Waterford, Wedgwood, Royal Doulton, Royal Albert, Modell’s, GreatBigCanvas.com, Chicago Bears and more.
Founded in January of 2000, the company is celebrating its 15th year in operation.
eAccountable is located in Denver, Colorado.
Engaging Your Customers – What are we talking about?
• Email capture area on the page
• Email capture during checkout
• Fullscreen Modal or Lightbox
• Slideout with a “tab” or with a “callout”
Engaging Your Customers – What Does it “Look” Like?
Engaging Your Customers – What Does it “Look” Like?
Engaging Your Customers – What Does it “Look” Like?
Engaging Your Customers – What Does it “Look” Like?
Engaging Your Customers – What Does it “Look” Like?
Engaging Your Customers – What Does it “Look” Like?
Engaging Your Customers – What we did at HumbleChic.com
• Aggressive NEW Customer Acquisition Program
• Full Page Modal/lightbox
• $15 Off $75 for New Customers
• Modal/lightbox was not persistent
• “Welcome” email series to follow up
Engaging Your Customers –HumbleChic.com Results
• High rate of email capture
• High conversion rate on the welcome series
• Increased AOV by requiring an order minimum on the welcome gift
• High conversion rate on ongoing email marketing
• Analyzed email capture by source and optimized ad campaigns accordingly
Engaging Your Customers – eAccountable: What we discovered!
• A Fullscreen Modal/Lightbox will receive negative customer responses.
• The slideout delivers the same interruption but is not perceived as negatively.
• Always provide a prominent “X” to exit the tool.
• Persistent nature of the Slideout makes it more used.
• Does not have to be an aggressive offer to be effective.
• Custom look and feel is important to most customers. Branded tools are a turnoff.
Engaging Your Customers – What Does it “Look” Like Now?
Engaging Your Customers –HumbleChic.com Adopts the eAccountable Unlock-an-Offer
• Persistent offer on the site for all customers versus just new customers
• Flexibility to test various offers and different presentations of these offers
• Engage customers later in the funnel who clicked out of initial pop-up
• Optimize site conversion rate and increase CLV
Engaging Your Customers – What should the “Offer” be?
• Nothing
• Contest or Giveaway
• Something “Free”
• Low $ or % Off
• High $ or % Off
Engaging Your Customers – Some numbers: Sample Data
Sample Results Source # Captures Sales $ Orders Captures CR AOV
Customer 1 Unlock-an-Offer NA $98,506.20 807 NA $122.05
Customer 2 Unlock-an-Offer 177 $10,043.94 87 49.15% $115.45
Customer 3 Unlock-an-Offer 118 $3,502.89 49 41.53% $71.49
Customer 4 Unlock-an-Offer 322 $10,433.42 151 46.89% $69.10
Customer 5 Unlock-an-Offer 562 $4,468.10 19 3.38% $235.16
Customer 6 Unlock-an-Offer 222 $43,411.00 141 63.51% $307.88
Customer 7 Unlock-an-Offer 332 $16,155.00 26 7.83% $621.35
Customer 8 Unlock-an-Offer 64 $4,367.72 31 48.44% $140.89
Engaging Your Customers – How do you determine which Offer to use?
• Test
• Set a minimum traffic amount
• Set a minimum engagement amount
• Go “low” for a period of time
• Go “high” for a period of time
Engaging Your Customers – What kind of sites can benefit from Early Engagement?
• No minimum website traffic amount has been found
• Anyone wanting to capture more emails, Facebook “likes” or cellphone numbers for communication
Any barriers to install?
• Typically minimal integration required.• Most tools are server side calls so does not impact
website load times.• Must be aware of the mobile delivery.
Engaging Your Customers
Questions?
What we do- Affiliate Marketing
Turn-key program strategy.
Day-to-day program management.
Publisher recruitment, activation, retention and growth
Publisher communications
Monthly, weekly and daily reporting as required
Corrections and accounting management
Public or Private program management
Winner of 2013 Rakuten Linkshare Golden Link Award as
Agency of the Year
Publishers/Partners/Affiliates we work with
What do we do- more than just an Affiliate Marketing Company
Work with Publishers/Partners/Affiliates to drive traffic and assist in closing transactions
Provide conversion enhancement tools- on a performance basisLower cart abandonment- on a performance basis
Deliver customer satisfaction indexing- on a performance basis
Provide retargeting- on a performance basis
Open up marketplace channels like Amazon, EBay, Sears and more
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eAccountable works with 90+ advertisers like Extended Stay Hotels, Chicago Bears, Sage Software, CanvasOnDemand, Mizuno’s, Modell’s and Performance Bike.
About
Since January 2000- Over 15 Years of direct Publisher/Partner/Affiliate program management experience.
Serving 90+ client URL’s in diverse retail and service categories in the all major networks.
Relationships with virtually ALL Top Publishers/Partners/Affiliates helps to grow programs faster.
Team of 65+ and headquartered in Denver, Colorado
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