This is a webinar with Justuno CEO Erik Christiansen and Zaius VP of Marketing Eric Keating. In this video, they discuss How to Capture New Traffic and Convert to Customers, Retention Strategies to Drive More Customer Loyalty, and How to Measure Your ROI.
Jenna: All righty. So welcome, everybody. For those of you guys that are on time you guys are here at the Justuno and Zaius webinar. We’re going to be giving you a brand new training today that we’re calling, From Acquisition to Retention: Turning One-Time Buyers Into Repeat Purchasers. So my name is Jenna, and I’m in charge of partner marketing here at Justuno. And I realize my job as a moderator might be a little bit tricky today as the host from both companies today are both named Eric. So welcome, Erik from Justuno and Eric from Zaius. Thanks for joining us today. [crosstalk] Today, I just kind of want to review what we can expect from the entire training. So I know that both Eric’s are going to teach us three things. So, first, we’re going to talk about how to capture new traffic and convert those people to customers. Second, we’re going to review some retention strategies that can drive more customer loyalty. And, third, I think both Eric’s have some tips to actually measure your ROI in an effective way. Why is this important? Well, both Eric’s have told me a couple of things that you need to know before we get started. So, first, is that 50 to 60% of your current traffic is new traffic. So if you aren’t capturing those emails those can essentially be seen as lost sales. And also, 80% of your customers will never make a second purchase. So that’s important because you can actually do something today to change that. And both Eric’s are going to teach us how to do that today. Okay. So why should you stick around? Let’s talk about what offers we can have at the end of this. I think Erik from Justuno, we’re going to offer a mobile pop-up PDA guide. Can you tell us a little bit about the offer?
Erik: Yeah. Our team’s put together the best practices to be friendly with Google’s mobile pop-up policies. And it’s really straightforward. [Probably?] some good examples.
Jenna: Yeah. I think it shows a lot of just best practice use cases. So that’s going to be offered here at the end of the training. And then, Zaius, what do you guys have for us today?
Eric: Yeah. So it’s a guide to maximizing customer lifetime value. So not only going to talk about the importance of lifetime value, how you should measure it, what you should be taking into consideration when you’re approaching the topic, but then, also, you have four steps to help you get started down the path to maximizing lifetime value.
Jenna: Awesome. Okay. Great. So those PDFs will be up for grabs at the end of the presentation. So if you guys stick around we’ll have those links available for you. All righty. So before we get into the meat of the presentation, I would like to just introduce both of our co-hosts a little bit more in-depth and let them kind of fill us in on their backgrounds. So, Erik from Justuno, why don’t you go ahead and introduce yourself?
Erik: Sure. Hey, everyone. I’m actually a former online retailer myself. Grew a online snowboard business up to 20 million in sales from 2005 to 2010. And then, when we completed that business, when it was acquired, we tried to figure out where we wanted to go next. And we always, with our business, recognized that the need for conversion optimization with our current on-site visitor. And Justuno sprung up from that. And today, we’re here.
Jenna: Great. Thanks, Erik. And, Eric from Zaius, why don’t you tell us a little bit about yourself?
Eric: Yeah, sure. So I’m head of marketing here at Zaius. I’ve been here for almost a couple years now. But I spent most of my career working with B2C businesses. Working with them by giving them marketing technology and services to help them both acquire new customers and grow their businesses. Here, at Zaius, I’ve worked with the sales team. I’ve worked with the customer success team. Plenty of interactions with our customers. So pretty solid understanding of what it takes to really grow businesses success.
Jenna: Great. Well, it sounds like both of you guys have a pretty good grasp on e-commerce and, Erik, coming from his own e-commerce company and then Eric from Zaius coming from lots of experience with B2C. So I think this presentation should be pretty valuable for folks. All right. Well, let’s go ahead and get started. Erik from Justuno, I think I’ll let you take it from here.
Erik: Sure. Yeah. So let’s talk about your current website traffic. This is the number one thing that I really like to work with businesses on and digital marketers is that you’re putting all this effort into driving traffic to your website. Statistics say for every $92 spent to drive traffic, only $1 is spent to convert that traffic. So I’d like to just set some basic benchmarks. Let’s convert 5% of your new traffic. And we’ll run through a few just inspirational examples of things you can do, things that I want you to start thinking about to convert that traffic into leads. At EVO, they run a giveaway. This is a fantastic way to capture an email address whether you’re running Google ads, Facebook ads, organic traffic. First-time visitors, they have a high bounce rate and a low sales conversion rate. So what we want to do is– but they’re interested in your brand. So a very low-impact way to capture a lead from them is to run a giveaway. And we see huge phenomenal success with this. And that way, you capture the email address, and then you can retarget them at a later date. If you don’t have gear to give away, another great example is content. The e-books, people are– they’re doing their research online. And if you can provide them value, and become the authority, and train them, and they look to you and deem you the educator, then, that’s a fantastic way to capture a lead’s interest. And that way, when you do respond back to them with an email, they have a high rate of engagement. Open rates. Which Eric can talk about. The other is you can have fun. The basic pop-up is what people started with. And what we’re doing nowadays, fast forward to 2017, there’s a lot of fun ways you can engage with visitors. This is an example of Spin To Win and Blenders is seeing a– I think this has a 30% increase in engagement just by having something that’s fun and interactive. Eric can kind of move further into now– once we’ve captured these emails, what are we going to do with them? And, Eric, would you like to kind of cover converting? What we’re going to do to convert those emails?
Eric: Yeah, sure. So, obviously, absolutely critical that you’re identifying new website visitors by giving them a reason, an incentive to supply you with their email address and really give you permission to start communicating with them. But it’s just as critical to immediately take advantage of that situation, the privilege of communicating with them by delivering compelling, engaging communications right out of the gate. So you’re not wasting any time between when they supply their email address and when you’re driving that first purchase. So over the next 10 minutes or so I’ll talk more about the strategies that go into that. But the keys here are, take action quickly, be relevant, be engaging, and don’t let time get away from you. So it’s the next section here. We’re going to talk about retention strategies really designed to increase repeat purchases and loyalty. And we’ll talk about why that’s important and how you can approach it. So this stat, here, it’s one of my favorite stats to talk about. But for a lot of businesses out there, it’s also kind of a depressing set, which is more than 80% of your first-time customers will never make a second purchase from your brand. That’s a lot of customers that are coming in, and making one purchase, and then you’re never hearing from them again. And there are some verticals where this tends to be a little higher or a little lower. But, generally, across the board in e-commerce, you can expect that you’re only going to keep about 20% of those first-time buyers. And so the reason why this is, there are lots of reasons, but the reality is that there are millions of e-commerce websites out there right now. And that means that there are millions of options for consumers when they’re making a purchase. So it’s kind of like the old analogy of filling a bucket with a hole in it. Every time you add somebody in, you’re losing a whole bunch. And especially when it cost five times more to acquire a new customer than to sell to an existing one. This is a pretty scary problem for a lot of businesses. So it goes without saying that it’s absolutely critical to continue focusing on acquisition. That’s always going to be important. You can’t have a business without it. But did you know that returning customers will actually spend 67% more than first-time customers? And then there are other steps out there. If a retailer could retain 10% more customers, they essentially doubled their revenue. So retention is important. And it stands to reason that the companies that do the best job at driving retention and loyalty are the companies that are going to win. So over the next few minutes I’ll go through a couple of themes here. A few things. So segmentation, personalization, and lifecycle automation is core themes that you should be incorporating into everything you do as a B2C marketer. And then, introduce a few practical campaigns that you can actually take those themes, and fuse them into, and start taking action today. So the first thing we’re talking about here is customer segmentation. Kind of, what I think is a sad reality, and I think many businesses are learning this, is that sending bulk communications or batch-and-blast communications, it’s just no longer working for marketers, right? So customers are expecting personalized experiences. They want to feel like your brand knows who they are and is speaking to them as an individual. So this batch-and-blast kind of communication is just not working anymore. Not only are you going to be missing out on large opportunities to engage your customers more effectively, but you’re probably driving up unsubscribe rates on your communications as well if you’re doing this. So what we recommend is start to segment your customers. And that means create groups of customers that– it could be based on how many purchases they’ve made, one purchase, a loyal customer, repeat purchaser. It could be based on attributes like location, or gender, or even acquisition source. And then category affinity is pretty cool. So if you’ve got a category-specific promotion to send out, why send it to your old customer base? Those people could have shown zero interest in the category that you’re promoting, and sending an email about pants to customers who have never shown intent to purchase pants kind of could be perceived as irrelevant. And you’re missing out on an opportunity to communicate with something they actually care about. And then the other reason segmentation is important is because you’re going to be able to actually look at an individual group of your customers, let’s say your loyal customers, and say, I know my loyal customers have an average order value of X. The lifetime value of Y typically takes three months to get there. Whereas first time purchasers may look entirely different in that that kind of information informs your business and the decisions you make every day.
Jenna: Yeah. I think this is a really great point, if I can just chime in there really quick, Eric, is that a lot of retailers really focus on their list size. The number on that list. And I think that’s a little misleading in terms of conversion. But I think that’s a really good point just because it’s not really about the size of your list, it’s more about the targeted offer.
Eric: Yeah, totally. And that relates perfectly to the next thing we’re talking about, as well, which is is personalization. There’s a whole lot to talk about here. I know that Eric from Justuno’s going to talk a little bit about it as well. But just to get us started, I mean, it’s really about making your customers feel like you’re communicating with them as an individual. And the communication kind of feels one-to-one. Customers expect a personalized experience and one that is unified across the channels you communicate with them. There’s plenty of data out there to suggest that consumers buy significantly more from retailers who personalize the shopping experience across channels. So real basic example of personalization, your customer adds something to their cart. An hour later, they haven’t checked out. Send them an email. It’s a cart abandonment email. We’ve all heard of it. But actually showcasing the product that they added to their cart, that’s a very basic example of personalization. Something more advanced, something more interesting you could start doing, start adding a personalized section of your newsletters or your your sale emails, right? So in a newsletter you might have your big headline up top that goes to everybody, but the next section features products that this person have either browsed or added to their cart in the past. So you can start to use personalization to infuse– or infusing your campaigns with personalization across the board.
Erik: And that kind of leads into the next section which is, to me, one of those exciting things, today, is that, in this example, we have Vineyard Vines. They’ve sent this email. And Eric mentioned the unified campaign. If someone clicks an email and lands on your website how great would it be to reinforce that email campaign on-site? And this is where we’re bridging the gap of personalized experience and increasing engagement and conversion rates. In this example, they’ve clicked the 30% off email sale, landed on the website, and we’re reinforcing the code they’re using on the site. Because often times, some people will open an email on their phone and maybe not click right away. But then they’ll go to the website later, vice versa. A lot of different interactions, scenarios. With the profiling cross device, you can target them on-site, reinforcing that message which is, to me, one of the newest and easiest things to do to increase sales, conversion, campaign performance all around. The next slide is another example of if you really want to– you don’t have to build a landing page. This is just a full screen takeover where you can reinforce whatever they’ve clicked through to land on your website. Like, “Hey, that is what you clicked. Let’s learn more about this,” in this example. And then the final one, building upon the cart abandonment example that Eric showed with an email. What you can do is actually when someone’s leaving a particular product, you can dynamically present an offer on that product. So you can either get them to convert at that exact moment by presenting a code, or you have an email that you can pass through to your cart abandonment.
Jenna: Yeah. I think that’s a really strong example. And it’s just if you do send them a cart abandonment email, and they open it up, and they click through, and land on your website you can still present them the same abandonment offer. If they’re about to exit that page again, you can show them the product again and just reiterate that message that you’ve already sent through email. So kind of keeping in line with that full campaign.
Erik: And the overall theme is not ending your campaign by sending an email. Following that user all the way through the funnel to the shopping cart. And that’s where digital marketers really need to take ownership is to the sale. Sales conversion, how are we going to get that visitor, not just back to the site or to the site, but through that funnel all the way?
Eric: Yeah. And that ties perfectly back into what we were talking about before which is delivering that unified experience across channels, right? Customers want to see that when they get an email about something when they get the landing page or the website it’s consistent. When they make their way through to make a purchase it’s consistent. And that goes a really long way in developing relationships with your customers. So I couldn’t agree more. So the next one and kind of the last big theme we’re talking about here is lifecycle automation, right? So what you’re seeing here is actually a bunch of customer segments that make up a lifecycle. And different businesses have different ways of looking at this. But, generally, at a high-level, basic segmentation by how many purchases has a customer made and more specifically by the buying behaviors they’re exhibiting. Like consideration or intent. So maybe somebody browsed a product detail page once or twice. Maybe they’ve added something to a cart. You should be treating these people differently. Now, in your lifecycle, once you understand it, it’s important to start automating and optimizing your communication throughout a customer’s life cycle. You don’t want to be speaking to a customer who just entered the doors the same way that you’re speaking to a loyal customer. They’re different and they deserve to be treated differently. So some examples of these automated campaigns, we’ve already talked about welcome series a little earlier on, but having a campaign that goes out immediately to new customers as soon as they’re identified, all the way through to behaviorally-triggered campaigns, like cart and browse abandonment, to post-purchase follow-up campaigns, loyalty campaigns, and, eventually, win-back campaigns, as well, for your customers who have turned. And when designed well– and, actually, when they take your customer’s lifecycle into consideration, these campaigns can be super effective at driving customers through your lifecycle. So these are a few practical campaigns that can take these three themes into consideration. You’ll see, here, a welcome series, post-purchase, and win-back. There are a whole ton of lifecycle campaigns that you can set up and automate for your business. But these are just three. So the welcome series being the series of communications you immediately send out to your newly-identified customer. So, as Eric was mentioning earlier, you’ve done a great job of getting that email address. What’s next? This is your customer’s first experience with your brand. You want to make sure that, if possible, you’re personalizing it based on their browsing behavior. You want to make sure that you’re offering some kind of incentives to drive that first purchase as quickly as possible. Remember, these people just gave you their email address. So they’re pretty engaged. They’re interested in your brand. You want to take advantage of that and focus on driving that first purchase as soon as possible. With the post-purchase campaign, lots of businesses have different ideas of what they want to do here. Some, like Zappos, focuses on soliciting a review from the customer who just made the purchase. Others will offer a discount to try to drive that second purchase or that third purchase as soon as possible since the customer is highly engaged. And then others will use it to sell products from a different category. So I know that people who bought Sperry Top-Siders are very likely to, then, go buy a pair of Ray-Ban sunglasses. So I want to use that to my advantage and actually start selling Ray-Ban sunglasses in a follow-up email. For a win-back campaign, businesses have different definitions when they churn their customers. Some 30 days, 60, 90. It really depends on what your product buying cycle is. But a win-back campaign, you want to be direct. You want to acknowledge the elephant in the room, right? So you had a relationship. You don’t really have one anymore. Be funny about it. Make it personal. Personalize it, right? So include some products that they may have viewed or used in the past. And all of this requires being able to segment your customers into, these are my churned customers. So this is who I’m going to target. So those are some of the ways that segmentation, personalization, and automation can actually come together to deliver very effective and compelling campaigns to your customers.
Jenna: And, Eric, just a question on that. What would you recommend for someone who wants to get started today? What do you think is the easiest one to implement? Would you say it’s the welcome series?
Eric: Yeah, definitely. Welcome series are very straightforward, right? So you get somebody’s email address, you start communicating with them. And you can get something out very quickly. Whereas post-purchase and win-back, you want to understand a little bit more about how soon after a purchase should I send it? Kind of depends on the cycle of purchasing in your business. But the win-back, you got to understand ,at what point is the customer actually churned? If your average buying cycle is 90 days, then I wouldn’t want to use a 60-day definition there, right? So it takes a little bit more understanding about your business. Whereas a welcome series, yeah, you can get that up tomorrow. At least a basic version.
Jenna: Cool. All right. Well, let’s go ahead and move forward into discussing how to best measure the ROI of these campaigns. So, Eric from Zaius, I guess I’ll go ahead and let you introduce this section as well.
Eric: Sure. Yeah. I mean, the whole idea here is you’re now in a place where you’re starting to run campaigns that are a lot more conscious of your customer’s lifecycle and driving them through it. Do you need to start measuring it that way? The traditional way that marketers have been measuring their campaigns and the impact of their marketing overall is fairly limited. So there’s a lot of focus on opens, and clicks, and visits. And those metrics are important. And they’re important to understand how well your individual campaigns are performing. Does changing a subject line increase the open rates? These are all important things. But these aren’t metrics that your boss comes to you getting all excited about, right? Your boss cares about revenue. Your boss cares about how many customers you’re generating, new customers. How many loyal customers are you generating? And so if you’re not measuring your marketing that way, it’s really hard to actually start to drive performance against those metrics. So if you really want to impact a customer’s lifecycle, and the metrics that your boss cares about, and that your business cares about you need to be able to measure and optimize against them. And that’s why, really, the best B2C marketers are tracking metrics like customer lifetime value, average order value, new customer rates, and repeat purchase rate. Which is one of my favorite coming back to that 80% metric. And when you start to optimize your campaigns to drive performance against metrics like these they’re going be a lot more effective at doing so.
Erik: I think adding onto that, Eric, the two key metrics I love for people to take away that they can track is, one, what percent of visitors are you engaging and converting to email leads? If you ask yourself right now, what’s my daily traffic, what percent of that traffic am I capturing an email from, it’s a nice benchmark just to start from. And it’s something you can report to your boss, and really track, and show campaign performance. And the second is, ask yourself, are you bringing a unified experience cross channels and on-site to complete that sales funnel? So if you can show that you sent an email and we actually had an increase in sales, like on-site engagement and sales conversion, over your standard campaigns by running a reinforcing promotion on-site, that’s a big win. So a couple basic takeaways, without getting into full details of all the metrics you can track, you just start looking at those two, I think you can see an improvement right away.
Eric: Yeah, absolutely. I mean, it’s all about measuring the metrics that you’re trying to impact, right? So whether that’s conversion on your website through the loyal customer generation you just have to be able to measure it. And very closely related to measurement is testing, right? So you should always be testing. This is not a new concept. Everybody knows they should be doing it. And most people are. It’s important to test basic elements of your communications like subjects lines, graphics, and copy. These are things that, if you’re not doing them today, you need to start tomorrow. Because you’re never going to learn how to make your market more effective unless you’re testing different elements of it. On the example on the right, here, it’s a simple button test. Button on the left says, “Download the white paper.” Button on the right says, “Get your free copy.” This is an example from our B2B business, but this works just as effectively in B2C. And actually dealing with the types of volumes B2C typically deals with can be even faster and you can learn even more. I would definitely encourage you–
Eric: Yeah, sorry. Go ahead, Erik.
Erik: Sorry. I don’t mean to put you on the spot, but we could actually use this. Do you know which button worked better?
Eric: Yeah. Get your free copy worked like 20% better.
Erik: There you go. The word “free.” It’s very powerful.
Eric: [It sure is powerful?]. Yeah, “download” sounds like I have to do something. Get your free copy, it sounds like.
Eric: Yeah. Just hand it to me.
Erik: Customer psychology is a fascinating thing. You never want to make the user feel like they have to do some work. You want to make it sound like whatever you’re offering is doing it for them.
Eric: Totally. Yeah. And then, in addition to things like buttons, some of our customers are starting to test things like time-of-day, frequency of communication, how many communications over a given month versus over a given week. There are so many different elements of campaigns that you can test. It’s important to move beyond the basics, as well, if you have the ability to do so.
Erik: Well, yeah. And similar to A/B testing your emails, your pop-ups so you can A/B test. All the basic, standard things, your copying images, the call to action, the CTA, and the length of promo, the type of promo and strategy you implement. The example we’re seeing, here, is we call it the two-step versus the three-step. Two-step being you present the offer and then they receive the offer. The second would be a three-step where you actually do an intro screen where you can pose a question. “Would you like 20% off? Yes or no?” And then they click yes. Then, you actually present the offer and how you redeem it. Believe it or not, I mean, just that short question shows a 20 to 30% higher rate of engagement because there is no commitment right up front. Those are just the basics of what you can A/B test. And once you start [crawling?] around with your on-site visitors and seeing the– we have clients that’ll go from a 300 to a 1,000% rate of increase of email capture, sales conversion. We’ll see people go from a point five seven up to one point three seven in sales conversion overnight just by focusing on their on-site visitor. So it’s one of those areas where we just love to see people start focusing, engaging, and sharing their successes. So just can’t encourage you enough to take that time to really focus on that.
Jenna: Yeah. That’s great. And I think on the point of A/B testing, both of you guys can probably speak to this, but just reinforcing to the business owner that they do need to A/B test. If they see something that’s working for another company, and they simply just copy that, and implement it it may not work just because their audience is probably different or their target demographic is different. So one thing, here, we always recommend is, yes, take that as inspiration for what could work for you. But always A/B test it on your audience.
Erik: What I tell people, I mean, the word “A/B tests”, as a business owner myself, I kind of cringe when I hear it because it’s hard enough just to get the first version live. So that’s where you can’t screw up, in my opinion. If you have someone on your website, that’s no different than someone walking into your store. Just approach them. And, yeah, as a sales rep, whatever, it may not be the best approach when they walk in your store, but just engage with them. And over time, just keep seeing what works. And you can apply your changes as you go. And if you get more advanced, you can start testing. With us running promotions on 10,000 websites across the globe, we’re here to help kind of educate you, as well, in terms of best practices and what we’re seeing across our entire platform of users. Which kind of gets us into, maybe, the next slide of one of– one of the biggest questions we’ve been getting recently is Google and the recent policy updates on pop-ups and if– really encourage you to download– we have this case study, here. It’s actually more of white paper where when someone’s clicking to your site from a search engine result page, Google kind of did some updates. So any mobile promotions that you’re running we provide the best practices to it. Answers all the questions you have. You can still run mobile little promotions no problem. And we’ve kind of outlined it for you. So we highly encourage you, also, to look at your mobile traffic differently than your desktop traffic. Eric can probably speak, also, to this in terms of open rates with emails on mobile versus desktop. But definitely don’t consider this traffic the same as desktop. And we encourage you to run a different type of promotion for your mobile visitors.
Eric: Cool. Yeah. And our report, here, and on the lifetime value, really, what it’s going to do is give you a better understanding of of why lifetime value is such an important metric to measure. Give you some ideas about how you can actually use the information once you have it. But the key theme here in this white paper and, really, the first step, and what makes the other steps possible, is establishing a view of all your customers’ behaviors and attributes that span the cross channels and devices. And having a robust, comprehensive view of your customers is so important to being able to segment more powerfully. To personalize more powerfully. To be able to understand where a customer is in their lifecycle. And then, ultimately, be able to report on all of the progress you’ve made and, really, how your marketing is impacting metrics that really matter to your business. So if there’s one takeaway, here, it’s creating that unified view, that source of truth for your business. But there’s a whole lot more in there that we hope you can learn a lot from and help to scale your business with.
Jenna: So, Erik, it also looks like we have a free CRO review with a Justuno rep. Can you tell us a little bit more about that offer as well?
Erik: Yeah. We encourage everyone to talk with our CRO experts, our conversion rate optimization experts, because there’s some very basic things we can suggest and implement for you that you can see the instant ROI. Within five minutes, we can be capturing more emails and increasing the sales conversion. And our team’s available. So, Jenna, how would they go about signing up for that [crosstalk]?
Jenna: Yeah. So, sure, there’s going to be a link that pops up, here, in the righthand sidebar. If you guys just click that, and you can pick a time to book a call with one of our experts, Matt. And it should be pretty straightforward from there.
Jenna: Cool. All righty, guys. Well, that was a lot of really educational information. Thank you for making time to present to us today. And thanks, everybody, for joining in. So if you guys would like to hang around, we’re going to do a couple of Q&A questions. I asked both Eric’s to bring some commonly asked questions from clients or prospective customers. So, Eric from Zaius, I thought we could go ahead and start with you. So the first question for Zaius is, how do you know the best time to implement a win-back campaign?
Eric: Right. So, yeah. So with win-back campaigns and with some of these some other lifecycle campaigns, as well, there’s no black-and-white answer to this question. Really, what it comes down to is is having an understanding of your business and having an understanding of what is your typical purchase cycle and when should you expect customers to come back. Because if you’re selling accessories or something kind of lower in value with a traditionally higher frequency of purchase, not seeing somebody for a couple months can actually be an indicator of being at risk or churn. Whereas if you’re selling something higher value with a lower frequency of purchase, maybe a $200 pair of jeans or something like that, you shouldn’t expect to see people every month or every two months. It’s probably more like a six-month buying cycle. Again, it comes down to understanding your business. So there’s no definitive answer here. It’s all about identifying that period of time at which, “This is when I should have seen somebody. I haven’t seen them. They’re going to move to my win-back campaign now. I’m going to define them as churned.” Yeah. So that’s, really, the best way I can answer that question. I would say the same thing about, “When should I send my post-purchase email?” Anything that’s related to buying cycles is all dependent on your business.
Jenna: Great. Awesome. Yeah. And, again, if you guys have further questions or if you have questions about any answers that are given, go ahead and type your questions into the chat bar and we can answer them from email. Okay. So next question. Let’s move to Eric from Justuno. I think a really common question for people looking at pop-ups for the first time is, what are the top converting pop-ups? Or what are the ones that are the main couple of pop-ups that we would recommend somebody to set up today?
Erik: Yeah. That’s kind of the classic, “What should I do today?” And I love to introduce two things. One is, the new visitor lead capture. Capturing emails from your new visitors. And the second would be cart abandonment offers. And that’s what we call an exit offer. Where if a visitor is on the cart page, they’ve added an item to their shopping cart, they are, then, leaving. You can look at your statistics of how many people add items to your cart. Percentage that actually convert. And it’s astonishingly high how many cart abandon every day. So what we do is– and you look at the reasons why people are leaving the cart. The number one reason is understanding those. Which is shipping costs. The second is they know users are trained to search for coupon codes. And that’s a first thing website owners have to accept. Once they’ve accepted that, what we recommend doing is presenting what we call an unlocked offer. Which is when someone’s leaving the shopping cart, present them a coupon code at that exact moment, and you’ll see an increase in sales conversion. And those can be set up very easily.
Jenna: Yeah. And I think that’s an interesting topic, too, is around discounts. A lot of retailers are really scared of offering their first discount because they think, “Oh, my gosh. My clients or my customers are going to get used to this.” But I think for both Justuno and Zaius, both of you guys can speak to this, it’s all about offering that discount to the right person. So I know on the Justuno side we have very specific targeting rules that you can install on your pop-ups to say, “Okay. I only want to show this offer to this person.” So that doesn’t get out of hand. But, Eric, I’m sure that you guys can also speak to that in terms of what you offer via email. And you may have had the same worry from some of your customers.
Erik: Actually, I think I can handle that for him. That gets into the segmentation. And with Eric’s emails, what they’re doing is they’re actually segmenting their customers. If it’s still a customer that has not purchased, they’re going to be sending them emails with first-time purchase incentives. And then building upon that is going back to the statistics that Eric shared that 80% of your customers are only shopping once. If 80% of your customers were coming back to buy again, then that’s a bigger problem than conversation. But as soon as you become comfortable with discounting and using it, you’re no longer a cynic. Of course, margins are a critical component of retail. And so you have to experiment and find that right discount, promotion to make the sale. And you can get creative. You can do a hefty percent off a single item which, actually, will save you. You don’t have to do the whole order. You can do things like that. Shipping, we want to make sure– which is the number one reason people don’t check out– make sure, if you do charge for shipping, you can run a discount promotion on shipping. That way you’re not affecting your relationship with your distributors, protecting your margin, and picking up new sales. Shopify, I can finish on. They queried their entire platform for 2016, and found that retailers that use coupon codes had an 8% higher sales. So, yeah, [inaudible] definitely work.
Eric: Yeah, definitely. It certainly does. And in talking to some of our customers, what– this kind of ties in discounting and segmentation– there are segments of customers who are highly responsive and sensitive to discounts, and there are others that aren’t. When it comes to segmentation, really, the possibilities are endless. But one thing we see a lot is segmenting customers into discount and non-discount shoppers. So there’s no reason to go out there and start throwing discounts to everybody when half, or whatever percentage of your customer base, really isn’t even inclined to respond to them. So that’s one way you can do it. You can also segment your customers into, these are customers that respond to discount codes. These are customers that respond to dollar-off sales. These are customers that respond to percentage-off sales. And having that level of understanding and be able to target your communications like that can not only help you be more effective, but be more efficient.
Jenna: Yeah. I think that kind of targeting is just super powerful. I mean, if you go back to the stat that you shared with us earlier– I don’t remember exactly what it was– but about how much more valuable a repeat customer is. And I think this type of learning that you can do it through segmentation can only attribute toward that. So it’s you worth putting in the work and the resources toward that instead of continuing to pump ad dollars or money into new acquisition when those costs are going to be much higher. But going off of the topic of segmentation, Eric from Zaius, another question that you guys receive a lot are, what are the top few segments that every marketer should be targeting?
Eric: Yeah. So, again, there are lots of ways to answer this. But I’d say, regardless of your business, have an understanding of who your loyal customers are, who your new customers are, who’s in the middle of the funnel, who’s churned, who’s at risk. That kind of broad lifecycle segmentation is really important because, as I mentioned earlier, there’s no reason why you shouldn’t be speaking to a new customer with the same message, and tone, and offers that you would a loyal customer. So, first and foremost, regardless of what business you’re in, lifecycle segmentation is important. If you’re a multi-[category?] [inaudible] segmenting your customers into category affinities. So if I’m an apparel retailer, these are my customers who frequently buy pants. These are my customers who frequently buy shirts, shoes, the list goes on. But whatever your main categories of products are it’s always a good idea to be able to segment your customers at that level as well. So that way, when you do have a category-specific promotion, you can be very targeted about it. You being more efficient, more effective again.
Jenna: Great. Okay. And then I guess we’ll do one more question for Eric from Justuno. And this kind of, actually, relates to where Eric from Zaius was just talking about. But one question that we get a lot at Justuno is a lot of people perceive pop-ups as solely new acquisition. So, Eric, can you talk a little bit about how a pop-up can work with marketing outside of new visitor acquisition? I know you touched briefly on this throughout the presentation, but maybe you can kind of sum it up here?
Erik: Yeah. The email capture’s the obvious. The second is what we touched on was the unified marketing message. And that’s just engaging with your website visitors. What messaging can you convey to them? Well, you can reinforce the email marketing message. It’s the no-brainer. Other areas is you can drive visitors to a sales section on your website. The list kind of goes on. We have a lot of clients that are using Justuno to– if they’re running an event, they’ll promote the event within their website and drive them to the event page for sign-ups. And then the obvious is sales conversion where I mentioned the cart abandonment offers that can be run using exit technology. Those are just four kind of basic ones. But the whole concept and point is really thinking about your on-site visitor and engaging with them no different than maybe you would someone that walks into your brick and mortar store.
Jenna: Awesome. Yeah. I think that makes a lot of sense. All righty, guys. Well, I guess we can wrap it up now. Thank you for doing a couple of questions. I know for folks that hung around that was probably pretty valuable. But if you did hang around until the very end, you will be receiving an email with the full replay and links to both PDFs. So keep your eyes open for that. And, Eric from Justuno, Eric from Zaius, thanks so much for your time today. And we look forward to you possibly doing a follow-up webinar again.
Erik: Great. Thanks, Jenna and everyone.
Eric: Yeah. Absolutely. Thanks. Thanks a lot, Jenna. And thanks everybody for coming.
Erik: All right. Take care.
Jenna: All right. Thanks guys.