Optimizing the customer journey for the complex sale
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From device and plan discovery, to unique service bundling, cross-sell and up-sell configuration and complex invoicing, no online sales process is more complex than in the telco industry. Join Linda Bustos, author of the Get Elastic blog, as she discusses how telecom enterprises can simplify their notoriously complex online experience to increase customer acquisition.
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Optimizing the customer journey for the complex sale
- 1. Elastic Path Software Inc. Optimizing the Customer Journey for the Complex Sale Featuring: Linda Bustos, director of ecommerce research and author of the Get Elastic blog at Elastic Path Software May 25, 2012 Elastic Path™
- 2. Introducing Elastic Path Software Digital Commerce for Innovators • We help the world’s biggest brands sell digital goods and services • We provide a flexible digital commerce platform and expertise in commerce strategy and implementation • #1 ecommerce blog www.getelastic.com • For more on-demand digital commerce resources www.elasticpath.com/resources Elastic Path™
- 3. Overview • Keeping new visitors on your site (aka reducing bounce rate) • Serving the most relevant content (personalization and targeted selling) • Supporting device and plan selection (finders and comparison tools) • Guided selling (stepped process of building a bundle) • Maximizing revenue (cross-sells and upsells) and how they are presented at each step Elastic Path™
- 5. Keeping customers on your site Elastic Path™
- 7. Optimizing the portal page Elastic Path™
- 8. Making money > Being a portal Elastic Path™
- 9. Eye tracking tools Elastic Path™
- 10. Serving the most relevant content Elastic Path™
- 14. New vs. existing customers Elastic Path™
- 17. Targeted selling vs. personalization • Targeted selling may use cookies, IP recognition, geolocation, customer input or keyword referral to serve dynamic content • Personalization tools (RichRelevance, Baynote, etc) collect site behavior from individual and “wisdom of the crowds” to personalize content Elastic Path™
- 18. Device and plan selection Device and plan selection Elastic Path™
- 19. Why the non-customer arrived on your site • Has a device, wants pay-as-you-go • Has a device but contract is ending, wants to compare plans • Wants a particular phone model • Wants a particular brand model, needs help selecting device • Wants a phone that does THIS! • ???? Elastic Path™
- 20. Navigation and calls to action Elastic Path™
- 21. Navigation and calls to action Elastic Path™
- 22. Category and search filters Elastic Path™
- 23. Category and search filters Elastic Path™
- 24. Category and search filters Elastic Path™
- 41. Stepped bundle builder Phone or Plan starting point Guided Selling Popup Elastic Path™
- 42. Stepped bundle builder Elastic Path™
- 43. Stepped bundle builder Elastic Path™
- 45. Upsells in guided selling Bake accessories and service add-ons into guided selling process, device and plan pages, and cart review Elastic Path™
- 46. Cross-sells in guided selling Elastic Path™
- 47. Upsell and cross-sell on cart pages Elastic Path™
- 48. Show a limited, relevant selection Elastic Path™
- 49. Summary • Keep them on your site, bounce rate optimization • Serve relevant content with targeted selling tools • Support device / plan selection with finder tools • Guide the purchase decision with stepped flows • Optimize cross-sell and upsell with usability and relevance Elastic Path™
- 50. Questions For more on-demand digital commerce resources www.elasticpath.com/resources sales@elasticpath.com 1.800.942.5282 (toll-free in North America) www.elasticpath.com Elastic Path™