Today just 2% of visits to a website result in a sale. According to Forrester, for every $100 spent driving traffic to an ecommerce site, just $1 is spent on converting prospects to customers. This webinar presents a very strong case as to why ecommerce brands should now shift their focus to customer conversion. Watch the webinar and discover how you can leverage very recent advancements in technology to improve customer conversion and significantly increase online revenue, in a way that requires much less cost and effort than ever before. As even the smallest increase in conversion rate can result in a significant increase in revenue, a focus on conversion rate optimisation (CRO) makes financial sense. You will also learn how an effective CRO strategy can enhance a multi-channel experience when integrated in the most effective way. Designed for ecommerce brands looking to leverage the latest in digital thinking and technology, this webinar presented by ecommerce conversion experts cloud.IQ together with strategic digital marketing agency McCANN Connected will provide you with the complete picture. Don't miss expert strategic insights, best practice tips and techniques as well as brand case studies that illustrate how you can increase online revenue by up to 12% using the approach presented. Essential learnings: Effective CRO integration as part of a multi-channel brand experience How to optimise the entire customer journey to purchase The value of a real-time automated and personalised approach

1. CRO as part of a
multi-channel brand
strategy to boost
conversion and
sales
WEBINAR
TIM RENEW
GLOBAL SALESDIRECTOR
@cloudIQapps
GUY ENGLISH
CRO & ANALYTICS DIRECTOR
@McCannConnected
NICK LOCKWOOD
HEAD OF STRATEGIC ALLIANCES
@cloudIQapps
ecommerceconversionplatform

2. HOW CRO CAN ENHANCE A MULTI-CHANNEL
STRATEGY

3. WE DON’T GO ONLINE
WE LIVE ONLINE
HEAD OF RETAIL, GOOGLE

4. AND WITH SO MUCH CHOICE, THERE’S NO
REASON TO REMAIN LOYAL

5. WE HAVE BECOME IMPATIENT AND
IMPULSIVE

6. Research shows that forty percent of users will abandon a
website if it takes more than three seconds to load.
40%
SOURCE: AKAMAI

7. Forty four per cent of online shoppers will tell friends & family
about a poor web experience
44%
SOURCE: AKAMAI

8. Eighty eight per cent of online consumers are unlikely to return
to a website after a poor user experience
88%
SOURCE: ‘WHY WEB PERFORMANCE MATTERS’

9. Digital spend is top heavy and disproportionate
Spent on digital advertising in 2015 according to the IAB
£8.6bn
Yet we know from our experience that many brands spend up to
only 5% of their budget on optimising the website

10. 50
Small change. Big difference
What is your monthly traffic?
What is your Conversion Rate? %
What is your Average Order Value? This is your Sales Value divided
by the number of Transactions
Show me the value of CRO
£
250,000
2.00 %
If we convince 1 extra person in every 100 to convert, the increase in annual revenue would be
£1,500,000
That’s an extra £125,000 per month

11. FASHION FOOD & DRINK B2B & TECHRETAIL TRAVEL & LEISUREGAMING HOUSE & HOME
We have multi-sector industry experience

12. Data-driven insight mixing ‘logic’ and ‘magic’
LOGIC MAGIC+ = INSIGHT DRIVEN
OPTIMISATION

13. Be driven by data (the ‘logic’)
The ABC for unlocking data-driven insights
A. B. C.
Analytics
• Web Analytics
• Visual Analytics
• Form Analytics
Business
• Intelligence
• Immersion
Channels
• Paid Media
• Organic Search

14. Be driven by the consumer (the ‘magic’)
Attitudes
• Listen to what
your audience
say
Behaviour
• Watch how
they engage
with your site
Competitors
• Monitor the
market
The ABC for unlocking consumer-driven insights
A. B. C.

15. And prove it with conversions
A/B Test
• Validate
• Experiment
Behavioural
• Capture
• Retarget
Consistent
• Multi-channel
• Multi-device
A. B. C.
The ABC for delivering conversions

16. Case Study: Data-driven de-cluttering
 Journeys abandoned despite an intent to convert
Problem
Issue
 Significant drop-offs at each stage in the basket
Outcome
 Basket de-cluttering results in £10,000,000 in annual
revenue

17. Case Study: It’s not always in the data
 High drop-offs at the very last moment
Problem
Issue
 A simple misuse of terminology
Outcome
 Copy-change results in £4,000,000 in annual revenue

18. CRO enhances the entire customer journey
Awareness
Acquisition
Convert
Retention
IT MAKES EVERYTHING ELSE
LOOK GOOD

19. CRO to convert more customers
and increase sales
TIM RENEW,GLOBAL SALESDIRECTOR
Official Conversion Partner

20. Only 2% of visitors
convert to an online sale
SETTING THE SCENE
Today any ecommerce business can
increase their online revenue by
6% - 12% by implementing an effective
CRO program
RETAIL
TRAVEL & HOSPITALITY
TELECOMMUNICATIONS
CONVERSION RATES BY INDUSTRY WHATCRO CAN ACHIEVE
2.3% AVG
2.2% AVG
1.1% AVG

22. SETTING THE SCENE:RETAIL

23. Understand – Engage - Acquire

24. Data
Insights
Targeted
Emails
Native App
Smart
Overlays

25. • Create a control group of present
site performance
• Build a complete picture of
customer profile and journey
• Map products and campaigns to
stage of abandonment
• Use control group to measure
success and implement ongoing
A/B or Multivariate testing
Data Insights
Understand your traffic, where the pinch
points are and how best to optimise
inline with your business goals

26. Have they Been to your site
before?
- First Time Visitor
- Repeat Visitor
- Have they bought before
- VIP Customer
- Logged in user
What Traffic Source did they come
from?
- Search Engine
- Email Campaigns
- Display
- Referring Website
- Direct
- AdWords Campaign
Where are they coming from?
- Mobile, Computer, iPad,
- I.P address
- Country
What do we already know about
them?
- Known Values – Name, Title, gender
- Browsed X Times
- Bought X Times
- Average Spend
BUSINESS OBJECTIVES/ GOALS
- Present Stock levels
- Seasonality
- Cost of Acquisition
- Business Focus

27. 2727

28. Understand – ENGAGE - Acquire

29. Dynamic Overlays:
Start Being Smart
• Use real time actions from your
site to determine what is going
to help progress that person
through the buying process
• Understand their likeliness to
purchase and what message is
going to engage with them the
most
• Make sure the message match
the goals that the business has

30. visitCapture:
E-mail list builders
• Target visitors that you have not
captured information from before
• Present on designated rules rather
than on entry
• Substantially build your email
database
• Track all future activity back to this
email address, helping to build
your profile and single customer
views

31. visitCapture:
Educate your customers
• B2B example but equally useful in
the B2C world
• Educate your customers through
their buying process and help them
decide what option is best for them
• Customer will associate knowledge
with your brand
• Kick off a lifecycle campaign to
keep nurturing the user through
the buying process

32. Catch TheirAttention:
Dynamically Generate Content

33. Understand – Engage - ACQUIRE

34. exitCapture:
Offer codes based on user profile/ Business needs
• If users match specific criteria set
then offer them a relevant discount
code
• Do not offer it to people that do not
need or if it increases to cost of
acquisition too much.
• Use all your business intelligence
captured during the Understand
stage to decide if a discount code
is relevant

35. basketReminder:
Make it easy for returning customers

36. • An average or 75% of online
shopping carts are abandoned
before purchase
• You can convert between 15-20%
of them into a sale
• Capture your customer’s data as it
is entered enabling you to target
login & non-logged in users
• Send a series of emails to bring
them back to complete their
purchase
• Analyse and test key performance
data
cartRecovery:
Trigger personalised emails
to abandoned baskets

37. • Nurture the customer
through the buying process
• Send emails throughout the
buying cycle and at the
best time for your
customers
• Sending matrix allowing for
full control over emails
times based
on offer expiry
• Make sure you are taking
the customer as far down
the buying cycle as
possible
An example Abandonment campaign
Adopt a timed email delivery strategy to engage your
customers
Reminder
60 min
Reassurance
1 Day
Promotion
7 Day

38. 38
Live Emails: Make them
work for you
Make sure your customers are always up-
to date with the right information and
create urgency with…
• live countdown timers
• stock feeds
• Pricing
• twitter feeds etc.

39. Replenishment
Campaigns
• Understand product
lifecycle and target the
customer just before they
are ready to buy again
Upsell/Cross sell
• Do you offer
similar/associated products
the user might be interested
in
Referral
Campaigns/Membership
• Product Recommendations
• Share with friend
• Social share
• Loyalty programs

40. Native App Integration
Conversion software
for Native Mobile Apps
• 89% of time spent on media is through
mobile Apps (SmartInsights)
• Complete the Omni-channel experience
and secure the customer loop
• Mobile apps provide different challenges
& Opportunities but need to have CRO at
the heart
• Run multiple campaigns to engage with
people that abandon and persuade them
to come back and make a purchase

41. Results to Expect

42. 42
Example Results:
7.3%
Uplift in Online Revenue
18%
Conversion from Emails
sent
6,259%
R.O.I

43. 43
Fully optimised CRO vs. Non-optimised
Recover a higher amount of sales
3 Brands implemented
a optimised CRO
strategy and
compared results
against the previous
years non-optimised
results
There was no
drastic change
in web traffic to the
sites between the 2
years
The fully optimised
campaign over a
period of 6 months
generated an
average uplift of
206%
Optimised Campaign Non-optimised Campaign
Month BRAND 1 BRAND 2 BRAND 3 Month BRAND 1 BRAND 2 BRAND 3
Jun - 14 £4,122.30 £6,240.10 £2,866.54 Jun - 13 £2,635.11 £1,598.84 £488.02
Jul - 14 £5,150.49 £3,975.09 £1,811.85 Jul - 13 £3,851.07 £1,690.77 £727.62
Aug - 14 £7,430.94 £11,832.35 £1,606.52 Aug - 13 £4,775.56 £3,101.15 £957.92
Sep - 14 £4,861.86 £3,449.25 £535.91 Sep - 13 £2,557.53 £3,125.71 £1,219.57
Oct - 14 £6,868.76 £1,236.99 £701.39 Oct - 13 £6,551.24 £742.92 £352.55
Nov - 14 £14,578.71 £380.35 £888.61 Nov - 13 £3,048.92 £881.56 £1,122.10
Dec - 14 £25,830.83 £1,278.93 £3,2311.03 Dec - 13 £11,113.52 £823.30 £1,399.33
Total £68,843.89 £28,393.06 £11,532.85 £34,532.95 £11,964.25 £6,267.11

44. 17%
Customer Conversion
5.75%
Online Revenue Uplift
134,470%
R.O.I.
Case Study: Thomson
Cart
Recovery

45. Conversion
rate
optimisation
Key Points
Conclusion
• Make the most of the
customers you already have
• Be Smart and have the
technology do the work for you
• The journey to buy should be
as easy as possible – identify
where your pinch points are
• Always keep your business
objectives in mind
• Quantify everything to results
conversion technology and PayPal
partnership, we're now seeing more
customers come back to buy from us,
and often spend more than their
original basket value.
45
‘Thanks to cloud.IQ's
conversion technology
and PayPal partnership,
we're now seeing more
customers come back to
buy from us, and often
spend more than their
original basket value’.
FITNESS SUPERSTORE

46. Questions?
NICK LOCKWOOD
HEAD OF STRATEGIC ALLIANCES
@cloudIQapps
cloud-iq.com
TIM RENEW
GLOBAL SALESDIRECTOR
@cloudIQapps
cloud-iq.com
GUY ENGLISH
CRO & ANALYTICS DIRECTOR
@McCannConnected
lakestarmccann.com