Post on 20-Aug-2015
Dan McGaw - dan@kissmetrics.com
Ways to Increase Revenue during the Holidays November 14th 2013
5
@danielmcgaw #KISSwebinar
Twi!er
1 Email segmentation by visitor type
We’ll cover…
2 On-website advertising
3 Discount Psychology
4 A/B testing on product pages
5 Increase cart size
Email Segmentation by Visitor Type
1
Send targeted emails
Dynamic content and a/b testing
Gather segments using KISSmetrics
Export your segments to CSV
Import CSV information into ESP
Import CSV information into ESP
Import CSV information into ESP
Use data to segment
Send a targeted campaign
Takeaways
1 Se!ing up customer tracking
2 Send emails customers want
3 Create dynamic content
On-website Advertising
2
Your home page is gold!
Control focus and distraction
Do heat map testing
Use caution, but try
Keep it simple stupid
Takeaways
1 Keep it simple stupid
2 Monitor how people use your site
3 Create compelling and valid options
Discount Psychology
3
Customers don’t always want a discount
Main Discount Types
Dollar or Percentage Off
Buy one get one
Quantity Discounts
Rebates
Free Shipping
Quick, which is the biggest discount?
$200 off a $999 TV !!A $35 pair of sunglasses, marked down from $50 !!Buy one shirt for $60, get the second for 50% off
Biggest Discount
$200 off a $999 TV
A $35 pair of sunglasses, marked down from $50
Buy one shirt for $60, get the second for 50% off
Reduce the amount of math
Discounts reduce intent to search
h!p://papers.ssrn.com/sol3/papers.cfm?abstract_id=1934762
Takeaways
1 Cut out the math
2 Provide value
A/B Testing on Product Pages
4
What is A/B testing?
A/B Testing Tools
h!p://www.conversion-rate-experts.com/split-testing-so"ware/
Common experiments
Common experiments
Common experiments
Key Areas to test - Images
Key Areas to test - Product titles
Key Areas to test - Bu!on colors
Key Areas to test - Pricing options
Takeaways
1 Pick a tool that works for you
2 Multi-variant test the winner
3 Test everything you can
How to increase cart size
5
Dont sell one item
h!p://www.plosone.org/article/info%3Adoi%2F10.1371%2Fjournal.pone.0046362#abstract0
Upsell on every purchase
Remember the gloves from earlier?
Offer free shipping with additional items
Offer incentives for spending more
Takeaways
1 Offer similar items as upsells
2 Free shipping for 2+ item carts
3 Offer gi#s for spending more
Dan McGaw - dan@kissmetrics.com
Ways to Increase Revenue during the Holidays
5
1 Use advanced segmenting
2 Test all conversion points
3 Upsell on every item
TAKE AWAYS -
@danielmcgaw #KISSwebinar
Twi!er
1 Contact Rossi at rkhoung@kissmetrics.com
Want a demo of KISSmetrics?
2 Email me at dan@kissmetrics.com
Questions?
Thank you