MivaCon 2014: Making Your Traffic Count Leverage every visit to drive revenue for your online business! Presented by Shawn Williams

1. Making Your Traffic Count
Shawn Williams

2. Making Your Traffic Count
Leveraging every visit to drive
revenue

3. • Spring Metrics
– Focused on helping e-commerce sites make the
most of their traffic with behavioral targeting
since 2010
– Miva Merchant partner
– Raleigh NC

4. • Why do people purchase from your site?
• What are the biggest challenges with getting
people to move to the next step?
• How does a new customer impact your
business?
– Today and tomorrow

5. “What’s measured, improves.”
- Peter Drucker

6. E-commerce Opportunity
• There’s lots of data to analyze
• Positive – there’s lots of quantifiable ways to
make difference
• Challenge – there’s lots of quantifiable ways to
make a difference

7. What are we measuring?
• Traffic
• Conversion rate
• Average order value

8. And we know…
• How much
– Volume
• From where
– Channels
• Success
– $$$

9. Now we’re able to ask…
• How do they behave?
• What matters?
• How do we build a relationship?

10. Which brings us back to…
• Data  Information  Knowledge  Wisdom

11. Data based decisions
• Test, test, and then test again
• Not all results are intuitive
• Leverage testing within the same segment

12. Engagement Opportunities
• Conversions
• Social
• Email campaigns

13. Case study – Increased Conversions
• Replay Photos
– Issue
• Repeat visitors that never purchased
– Process
• Tested designs, incentive amounts
– Results
• Increased revenue 44% vs. control group

14. Case study – Social presence
• B2C e-commerce site (tools & equipment)
– Issue
• Broadening presence on Facebook
– Process
• Test multiple segments for best response
– Results
• First 18 months, 300 FB likes, last 4 months, +700 FB likes

15. Case study – Email capture
• B2C e-commerce site (home products)
– Issue
• Building relationships with customers and prospects in a growing
niche segment
– Process
• Tested incentives to capture email addresses for newsletters and
campaigns
– Results
• Double email capture rate, and generated $32,000+ in revenue lift

16. Ask…
• What messaging and/or promotions are
active?
– Why?
– Has it been effective?
• Is that taking up valuable real estate on my
site?

17. Recap
• Measure
• Test
• Improve
• Rinse, repeat

18. Questions

19. Thank You
Shawn Williams
(919) 794 5003
Shawn@springmetrics.com