Lindsay Moore, SAP, 3 B2C Conversion Tactics that B2B Should Adopt
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Transcript of Lindsay Moore, SAP, 3 B2C Conversion Tactics that B2B Should Adopt
Real Time Remarketing with SeeWhy Cross channel 1-to-1 next best action
3 B2C Conversion Tactics that B2B Should Adopthybris Gameplan 2014
Use this title slide only with an image
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Replace all SeeWhy with SAP Remarketing Management
About Conversion Academy
Lindsay Moore
Customer Success, Managing Principal
@webconversion
About SeeWhy, an SAP company
The real time remarketing company
Live on 4,000+ sites
Generates >$500m annually for clients
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Agenda
The Conversion Problem
#1 - Remarketing Impact
#2 - Cross-Device Experiences
#3 - Mobile Optimization
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Abandonment by Vertical
Conversion rates range from 2-10% on average.
That means 90%+ are abandoning
Source: MarketingSherpa Website Optimization Benchmark Survey
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Why shoppers are abandoning
Timing & price are the biggest objections to conversion
SeeWhy 2013 N = 5,476 US consumers
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Single Track View of Conversion
Conversion is a numbers game:
Get lots of traffic
Get enough to convert
Right?
2014 SAP SE or an SAP affiliate company. All rights reserved.
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The Problem with One Track Conversion
Less than 1% of new visitors will go straight to buy
More than 99% fall off your single track
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Multi Visit + Multi Device
Source: SeeWhy
New visitor
Purchase
Returning visitor
9x
First time abandoner
72x
Marketing
Serial abandoner
192x
Probability of conversion
0.25%
2.25%
18%
48%
Marketing
Marketing
Marketing
Conversion requires 5 consumer touches across 2.6 devices on average.
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Dont Think Funnel or Session - Think Journey
A customer journey spans multiple sessions, devices, channels and time
Discover
Search
RESEARCH
GET HELP
COMPARE
PERSONALIZE
SHARE
EVANGELIZE
USE
TRUST
FRIEND
DECIDE
PURCHASE
INTERACTIVE E-MAIL PAID SEARCH SEO DISPLAY MOBILE (NOTIFICATION/SMS) PRINT
WEB COMPANY WEBSITE MOBILE BRANCH/STORE CALL CENTER SOCIAL
Source: @bkwalker
2014 SAP SE or an SAP affiliate company. All rights reserved.
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What Does it Take to Re-engage These Customers?
#1: Timing
Biggest impact in the first few hours
Data: SeeWhy, 2013
Days after abandon
Carts recovered
2014 SAP SE or an SAP affiliate company. All rights reserved.
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What Does it Take to Re-engage These Customers?
#2: Personalized Dialogue
Not just content, but also tone and action throughout
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Remarketing Campaign Example
Multi-stage, 1:1, tailored for the individual
Average total online revenue lift of 5.4%
Real Time
23 Hours
6 Days, 23 Hours
Data: SeeWhy, 2014
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Cross-Channel Contextualization
Email carries identity and context across channels
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Data: SeeWhy, 2014
Email Traffic Dominates Smartphone Conversions
62%
search
5%
direct
12%
link
21%
83%
of conversions come from a direct link
62%
from email alone
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Amazon.com: 5 Clicks to a Mobile Purchase
Email showing previously browsed item
Product Detail Page
Login Page
Cart Summary
Order Page
1
Click through from email
2
Add to Cart
3
Login enter password
4
Click Proceed
5
Buy
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Perception of an Easier Conversion
16
Source: Kyle Rush
Ask for less
Test breaking forms into multiple, simple steps
2014 SAP SE or an SAP affiliate company. All rights reserved.
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B2B Competes with B2C for Fringe Items
A simple user experience isnt just to increase conversions on your site, but also to compete with the A word.
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Smartphones Get More Attention
18
We spend almost 5 hours per day on screens
But the most time is spent on smartphones
Source: Milward Brown AdReaction, 2014.
151
147
103
43
Minutes per day
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Mobile is Just as Important in B2B
B2B Customers
read reviews
compare features
access work related mobile content outside of business hours
Data: Usablenet, Aug 2014
56%
50%
57%
B2B 10%
B2C 22%
Mobile Traffic
2014 SAP SE or an SAP affiliate company. All rights reserved.
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40%+
revenue from mobile
0.2 SECONDS
Fastest checkout on mobile, for $5,995
Volkswagen Jetta (MSRP $15,995) on iPhone
$24,000
most expensive item sold on iPad
(Rolex Cosmograph Daytona Watch)
$29,603
most expensive item sold on mobile (2014 Acura MDX car + L.A. travel package, via iPhone)
High AOVs Possible on Mobile
2014 SAP SE or an SAP affiliate company. All rights reserved.
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Wrap-Up
Focus on non-converting customers with remarketing
Dont forget to extend the users experience cross-device
Mobile optimization is key
2014 SAP SE or an SAP affiliate company. All rights reserved.
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2014 SAP SE or an SAP affiliate company. All rights reserved.
2014 SAP SE or an SAP affiliate company. All rights reserved.
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