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The Death of One Site Fits All
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THE DEATH OF ONE-SITE-FITS-ALL JASON CARMEL DIRECTOR OF OPTIMIZATION KENNETH PLEDGER MANAGING DIRECTOR
description
Presented by Jason Carmel, ZAAZ.A single, generic "user" doesn't exist. So why do most websites show everybody the same thing? Our presenters will outline the problems of one-site-fits-all digital marketing and show best practices for how to start and optimize a meaningful targeting program.
Transcript of The Death of One Site Fits All
THE DEATH OF ONE-SITE-FITS-ALL
JASON CARMELDIRECTOR OF OPTIMIZATION
KENNETH PLEDGERMANAGING DIRECTOR
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ZAAZ ESSENTIALS
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ABOUT ZAAZ
HISTORY
ZAAZ was founded in 1998.
In 2006, ZAAZ was acquired
by WPP (WPPGY), one of the world’s
most comprehensive marketing
communications groups.
PUBLISHED WORKS
Actionable Analytics
(available on amazon.com).
Weekly ClickZ.com column.
AWARDS
Forrester recently ranked ZAAZ
among the top interactive agencies
in the U.S.
GEOGRAPHY
ZAAZ is headquartered in Seattle,
with offices in New York, San
Francisco, Detroit, Helsinki, and
London.
EMPLOYEES
160
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OPTIMIZATION
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DEFINING AVERAGE EXPERIENCES
OVERVIEW
Average Experiences
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SOMETIMES AVERAGES HELP A LOT
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The average person goes to the bathroom 6 times a day.
2 trips per 8-hour workday
100 people in office
200 bathroom visits in
office/day
Business days per
year
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SOMETIMES AVERAGES ARE YOUR ENEMY
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What is your favorite flavor of ice cream?
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SOMETIMES AVERAGES ARE YOUR ENEMY
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The average US ice cream purchase can be satisfied with one of the following flavors:
1.Vanilla2.Chocolate3.Strawberry4.Butter Pecan5.Neapolitan
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SOMETIMES AVERAGES ARE YOUR ENEMY
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Factors that affect ice cream purchase
1.Recipes2.The flavor I ordered yesterday3.Brand/location4.Time of day5.Previous and next meal6.What’s in Stock
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SOMETIMES AVERAGES ARE YOUR ENEMY
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The average US ice cream purchase can be satisfied with one of the following flavors:
1.Vanilla2.All other flavors3.Chocolate4.Strawberry5.Butter Pecan6.Neapolitan
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APPLIED TO DIGITAL RETAIL
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A digital experience is way more like than .
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SOMETIMES AVERAGES ARE YOUR ENEMY
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Factors that affect digital experience:
1.Behavioral i. Where did they go?ii. What did they do?
2.Temporal3.Stage in Lifecycle4.Brand loyalty/Sentiment/Trust5.Channel/Referring Source6.Subject matter experience
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SOMETIMES AVERAGES ARE YOUR ENEMY
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Factors that affect digital experience:
1.Behavioral i. Where did they go?ii. What did they do?
2.Temporal3.Stage in Lifecycle4.Brand loyalty/Sentiment/Trust5.Channel/Referring Source6.Subject matter experience
AN AVERAGE EXPERIENCE
Visit to a laptop page
First Experience
Return Experience
A TARGETED EXPERIENCE
Visit to a laptop page
RESULTS
Results:
•Retargeting resulted in a:
•19% lift in conversion rate•24% lift in AOV
•Targeting further by product viewed resulted in an additional 42% revenue lift on top of that.
Winning Return Experience
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WHAT EXPERIENCES DO YOU HIT FIRST?
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INSERT BAM
SLIDES
WHO ARE YOUR CUSTOMERS?
HOW ARE YOUR AGENDAS ALIGNED?
Blended Agenda Matrix
Blended Agenda Matrix
Blended Agenda Matrix
Strongly Aligned Strongly Conflicted
Blended Agenda Matrix
Target here! Target here!
Blended Agenda Matrix
Highlight content that is relevant
Show offers that resonate
Target here!
Hide content that is meaningless
Provide support for issues that are fixable
Target here!
WHO ARE YOUR CUSTOMERS?
Target here!
DOES ONE SITE FIT ALL?
Customer Need:
1.To buy a phone2.To compare/learn about phones3.To learn how to use the phone I just bought4.To get support for a phone5.To download updates to a phone6.To get accessories for a phone7.To get apps for a phone8.Others I don’t know about
Target here!
CASE STUDY – SELF SEGMENTATION
TYPICALLY, NOKIA pushes a single new product or service as its hero image on the homepage. Our concern was that while this would raise awareness of that single product, it might frustrate customers who were visiting the site looking for other information (accessories, support, downloads, etc.)
With so many different types of visitors (existing customers, new customers, potential customers, etc.) each with a different goal, how
could NOKIA make a single site address each segment?
Typical Nokia Hero Image – Great if you need a new phone, but less useful if you already
have one, or if this isn’t a device that interests you.
Typical Nokia Hero Image – Only relevant if you already have a NOKIA device and want
navigation on it.
A MODEL FOR US ALL.
CASE STUDY – THE VARIANTS
Single-focus hero image, highlighting primary business goal.
THE CONTROL
“BUY THIS OR GOOD LUCK”
THE EXPERIMENTAL VERSION
“NEED HAY / HAVE HAY”
Links to:
•App store•Accessories•Support
Links to four high-interest devices
Navigation-focused hero image, providing visitors with the ability to self-segment.
CASE STUDY – RESULTS
Single-focus hero image, highlighting primary business goal.
THE CONTROL THE EXPERIMENTAL VERSION
Navigation-focused hero image, providing visitors with the ability to self-segment.
MORE THAN 300% INCREASE IN HERO ENGAGEMENT
ALMOST 20% INCREASE TO PRODUCT PAGES
MORE THAN 60% INCREASE TO ACCESSORIES PAGES
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FINAL THOUGHTS
OVERVIEW
1.FIND OUT WHO YOUR CUSTOMERS ARE2.FIGURE OUT WHAT TO SHOW THEM3.VALIDATE
