Influencing offline sales with online interaction - GAUC 2014
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The document discusses the integration of online leads with offline sales, particularly in the context of product types with different levels of consumer involvement. It highlights the significance of metrics like conversion rates, days till purchase, and time spent on product and info pages to enhance the sales process. It also emphasizes the need for collaboration between online and offline marketing teams to maximize sales effectiveness.
![We can’t combine our teams because not all
products sell on all channels.
Are you implying we shouldn’t
online?
Clients are sceptic
[cars]
[dining rooms]
[surfboards]
[…]](https://image.slidesharecdn.com/gaucinfluencingofflinesaleswithonlineinteraction-150204014048-conversion-gate01/85/Influencing-offline-sales-with-online-interaction-GAUC-2014-19-320.jpg)
Influencing offline sales with online interaction - GAUC 2014
- 1. Online leads & offline sales
- 9. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list
- 14. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list Help us to become
- 15. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list One hybrid team Help us to become
- 16. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list One hybrid target One hybrid team Help us to become
- 17. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list Show us proof
- 18. Test Theory
- 19. We can’t combine our teams because not all products sell on all channels. Are you implying we shouldn’t online? Clients are sceptic [cars] [dining rooms] [surfboards] […]
- 20. High involvement Low involvement First time Research
- 22. High involvement Low involvement First time Research
- 24. High involvement Low involvement First time Research
- 27. High involvement Low involvement First time Research
- 29. High involvement Low involvement First time Research
- 30. High involvement Low involvement 2nd time Research
- 31. Test Analysis
- 32. The right metrics matters Product type 1 Product type 2 Product type 3
- 33. The right metrics matter Glasses Lenses Other
- 34. 5
- 35. 1
- 36. 1. % Conversions per type of product Calculate the percentage of conversions per type of product
- 37. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19%
- 38. 2
- 39. 2. Days till purchase Check the percentage of conversions per type of product, after 30 days
- 40. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19% Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days
- 41. 3
- 42. 3. Length of the path till purchase Check the percentage of conversions per type of product where the path length rises again.
- 43. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19% Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days Length of Path +5 pages 3 pages 3 pages
- 44. 4
- 45. 4. Time spent on product pages Check the average time on page sorted by the type of product pages Filter: only product pages
- 46. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19% Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days Length of Path +5 pages 3 pages 3 pages Time on product pages 22 sec 44 sec 50 sec
- 47. 5
- 48. 5. Time spent on info pages about the products Check the average time on page sorted by the information related to the type of products Filter: only info pages related to product pages
- 49. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19% Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days Length of Path +5 pages 3 pages 3 pages Time on product pages 22 sec 44 sec 50 sec Time on info pages 41 sec 58 sec 1 min 5 sec
- 50. The right metrics matter Glasses Lenses Other % online sales 2% 79% 19% Days till purchase 13% after 30 days 7% after 30 days 6% after 30 days Length of Path +5 pages 3 pages 3 pages Time on product pages 22 sec 44 sec 50 sec Time on info pages 41 sec 58 sec 1 min 5 sec High(er) involvement product ?
- 51. Do we need to change our tactics to sell glasses?
- 52. Online marketing Offline marketing Yes, glasses sell better offline Do glasses sell better offline?
- 53. How can we support offline sales with online lead generation?
- 54. online lead Offline sale Make an appointment
- 55. Custom online form Offline orders Did these people buy a pair of glasses? Yes, these people bought a pair of glasses after trying them on in the store
- 56. Source: when no source, leave this blank. ‣ Those of you lucky enough to have your lives. ‣ Except you. You stay right where you are! ‣ It was not my intention to do this in front of you. ‣ How did you find me? ‣ So I suppose it's a little late for an apology, huh? ‣ You can beg better than that! ‣ What brings you to Okinawa? One col list Proof
- 57. 82% of all leads for glasses came from making an online appointment
- 58. 46% of the customers who made an online appointment bought their glasses offline.
- 59. Test Repeatable
- 60. High involvement Low involvement First time Research
- 61. High involvement Low involvement 2nd time Research
- 62. Boxsprings vs Dining rooms vs Chairs Boxsprings Dining rooms Chairs % online sales 12% 13% 7% Days till purchase 31% after 3 days 33% after 12 days 32% after 1 day Length of Path 8 pages +12 pages 5 pages Amount of items 160 144 577 Taking profit in account gives you roughly the same thing
- 63. Test 5 takeaways
- 64. 1. Categorize products into low & high involvement products 2. Work together as one team & mix it up! 3. Work towards one target 4. Analyse numbers & know your margins 5. Conversions vs Profit (& Offline) What did we learn
- 65. Thank you Sam Stals Online Marketing Consultant,Wijs @Sam_stals @vreewijs [email protected]
- 66. Get started [email protected] Strategic Account Manager [email protected] Commerce Associate ! @vreewijs