GPeC Summit 2015 – Conferința

GPeC Summit 2015 (badge Pyuric)

Azi sunt prezentă la conferințele GPeC Summit 2015, o să încerc să updatez acest articol pe parcursul zilei cu câteva idei de la invitați. În speranța că nu-mi va muri prea rapid bateria la laptop, mai dați niște refreshuri pe aici din când în când.
P.S. Din motive de rapiditate, multe din chestiile pe care le voi scrie aici vor fi direct în engleză.

09:30: panel: The essence of e-commerce: market figures, statistics, online payments, trends and evolution

Matt Komorowski (Head of Sales PayPal Central and Eastern Europe)
– 25% din tranzacțiile online din România se fac via smartphone (vs 60-65% în UK)
– prevede o creștere de 40% la tranzacțiile mobile din estul Europei în următorii 5 ani
– PayPal a lansat un proiect prin care poți returna un produs cumpărat online pe costurile lor (costurile de transport internațional fiind în mod normal foarte scumpe)
– 10-20% din cei care cumpără online sunt utilizatori activi PayPal (o tranzacție / lună)

Dan Bulucea (General Manager Google Romania)
– vorbește despre optimizarea site-urilor pentru mobil și schimbarea algoritmului Google de rezultate la căutări în funcție de asta (este unul dintre cei +200 de factori care contribuie)
– peste 200% creștere la căutările de pe mobile
– despre un constant Black Friday și faptul că sunt reduceri de prețuri încontinuu, a comparat această strategie cu o canibalizare

Adrian Stănescu (Country Consultant paysafecard Romania)
– despre paysafecard: un voucher, card prepay, prin care poți plăti oriunde
– puțini comercianți din România pe gambling, creștere pe streaming de conținut

Horia Grozea (Director Card Payments mobilPay)
despre Bitcoin:
– mobilPay a lansat în toamnă metoda de plată prin BitCoin
– avantajul este că cel din spate este anonim, poate plăti cash sau prin transfer bancar
– BitCoin este folosit precum o valută, mulți din piață fac trade precum cu aurul / bursă
de ce ar vrea un magazin online să implementeze BitCoin:
– este prima metodă de plată care vine în beneficiul comerciantului;
– nu poate fi fraudată;
– este foarte ieftină;
– confirmarea și tranzacția este rapidă, vine instantaneu, spre deosebire de transferul bancar sau chiar paysafecard;

– tranzacții pe fashion: o mică scădere a valorii medie (a ajuns la 32-33 de Euro), datorată faptului că a crescut numărul de tranzacții pe fashion (peste 30% în plus);
– mare parte din piață este pentru facturi de utilități;
– 12% din online = plăți cu cardul, încă suntem departe de mediul offline;

Dorin Boerescu (CEO 2Parale)
– a venit cu o prezentare cu date din ianuarie-aprilie 2015
– cum a evoluat volumul de vânzări pe zilele săptămânii: ziua de joi a crescut foarte mult, a “furat” de la zilele de luni și vineri
– anul trecut miercuri era ziua săptămânii cu cele mai mari vânzări, în prezent este la egalitate cu ziua de joi
– creștere pe IT&C de 10% față de anul trecut, pe home & deco a crescut 10% valoarea medie, pe fashion și produse pentru copii a scăzut ușor

10:00: keynote speech CRAIG SULLIVAN (Optimizer of Everything): “The Myths, Lies and Illusions of Cross Device Testing

– testing (and making mistakes happy ) since 2004

1. Responsive solves everything
– dar dacă nu arată ok la toată lumea și pe mobil, și pe tabletă, și pe desktop?
– poate fi responsive pe layout dar conținutul să nu ajute neapărat userii
Hamburger Test

2. All our Customers use iPhones, right?
– nu testa pe dispozitivul folosit de tine, testează pe cel folosit de clienții tăi

3. The Customer Journey is in your Head
– ai gândit designul într-un fel, dar va fi folosit diferit de useri
– the routes people take are not what we expect
– analytics data and usability research are big pointers
– most common problem is the team not owning, experiencing and being immersed in the problems with your key journeys

Solutions:
– test all key campaigns
– use real devices
– get your own emails
– order your own products
– call the phone number
– send an email
– send stuff back
– be difficult
– break things
– experience the end-end
– team are ALL mistery shoppers
– wear the magical slippers of customer experience

4. A/B testing won’t tell you everything
– integrate with analytics

5. You think you’re tracking people
– identify unique customers (sunt 2 persoane diferite, logate pe mobil și desktop, sau e o singură persoană pe două dispozitive? )
– keep people logged in
– use social logins
– follow users, not just device experiences

6. You only imagine the context
– cu cât știi mai multe despre contextul userului, ce dispozitiv are, unde este, ce vrea să facă pe site-ul tău și cât de urgent este, cât costă mobile data în țara lui etc., poți folosi aceste date pentru a-i îmbunătăți experiența

Soluții:
– poți încerca produsul și primi feedback chiar și într-o cafenea sau un bar – oferă cuiva gratis o băutură la schimb
– roagă utilizatorii să țină un “jurnal” legat de felul în care folosesc produsul – cum, de pe câte dispozitive?

7. Other people’s tests are Best Practice
– stop copying your competitors, they may not know what the f**k they are doing either
– find your own problems and opportunities, don’t copy them from other people
– remember: your customers are not the same, your site is not the same, your advertising, traffic, UX, they are all different

8. You think you have a Hypthosesis
– you first need insight from analytics, you need inputs
– you need to work like this: “because we observed data … and feedback …, we believe that doing … for people … will make outcome … happen.”

9. You just start testing, right?
– actually you need to put in place some things first:
baseline checks -> developer onboarding -> goals & metrics -> tool setup -> analytics & modelling -> discover ideas -> prioritise -> test cycles
– constantly look for new user problems to test
– it’s better to spend 99% of your time thinking about what to test than just start testing

10. What you see is what you get
– if you’re gonna do 10 or 100 tests per year, how do you know you’re not losing money?
Device testing
– alte resurse: crossbrowsertesting.com, browserstack.com, spoon.net, appthwack.com

11. The 95% stopping problem
– you should know that stopping a test once it’s significant is deadly sin nr 1 in A/B testing land.
– keep track of the business & purchase cycles (customers change, traffic mix changes, markets, competitors)
– how long to run the test and when to stop: two business cycles minimum, a minimum of 250 conversions (checkouts); 350 & more if response is very similar

12. The test result gives the promised lift
– give people a range, don’t promise them precise things

13. Segmentation will solve everything
– always segment experiences
– if you segment by devices, the sample gets smaller
– it’s vital to segment by device class
– you amy also segment by breakpoint, viewport or model

14. Who cares if it’s a phone?
– add call tracking
– buy a solution (or make your own)
– measure calls
– ROI on phone mix
– vital for PPC

Altele:
stop guessing.
– realise you’re no expert and you don’t know that much
– you can’t know if anything is working unless you are trying them and learning from it in order to optimise your targets

11:00: MATTHEW WOODWARD (SEO & Affiliate Marketing Expert): How to fast track ecommerce success with your blog

Ecommerce is not about selling
– most ecommerce retailers are focused on the wrong thing
primary purpose is not to sell products, it should be focused on building relationships
– relationships allow you to sell more products more often

The role of blogging:
nobody cares about corporate updates
– blogging and content is the modern day sales person
– problem solving content helps automate relationships, sharing, sales
– your blog should be focused on helping people
– we live in an instant gratification society (we want solutions NOW, not picking up the phone and talking to sales people or writing emails and waiting for a response)

Preperation:
1. Content strategy
– find out what people want and give it to them
– create content that solves problems
– identify high margin / good value products
– find 3 common problems those products solve
– solve those problems with content
– make it the best content on the web

2. Promotion strategy
– keep it simple stupid (KISS)
– live where your audience lives
– engage people by solving their problems
– become part of the community

3. The tone of voice
– tell it like it is
– get straight to the point
– don’t hide behind business talk
– show your personality
– short & punchy (go back and edit it to as fewer words as possible, don’t waste readers’ time)
– we’re all human beings at the end of the day

What is value?
– ecommerce sales
– new traffic from content sharing
– user generated content
– social shares
– subscription

Prioritising value:
1. A full time subscription
2. Social Shares
3. User generated content (comments, forum posts, posts idea)
4. New traffic by sharing content with others
5. Ecommerce sales

Email subscribers are king:
– builds relationships
– drives constant traffic
– user generated content
– new social shares
– steady flow of profit

Email engagement sequence:
1. Welcome message
2. Relationship builders
3. Content ideas
4. Testimonials
5. Breathes life into older content

Extra resurse special pentru participanții GPeC Summit: matthewwoodward.co.uk/gpec2015

Neil Patel @ GPeCSummit 2015

12:10: NEIL PATEL (Co-fondator CrazyEgg, HelloBar, KissMetrics, QuickSprout): 6 unorthodox funnel optimization strategies guaranteed to double your growth

Idea #1:
Flip around your funnel

Conversion optimization is like dating
– if you try to get people to just buy from you right away, the majority will say no
– engage with your visitors first

Idea #2: Evoque curiosity
– give a reason to stick around
– give people deals -> new customers -> many will come back

Idea #3: Don’t forget to follow up
– stay top-of-mind
– case: Tim Sykes and his homeworks
– train your users, train your visitors that need to take action in order to receive a benefit (click on a link, watch a video, putting in an email address) -> increase in revenue

– blog content

– use interactive quizes
Tips on creating quizes:
1. Start with 5 questions
2. Use images when possible
3. Limit your choices per question to 4

Idea #5: Make signing up easy
people are lazy
– test your call to actions (“Log in” instead of “Sign up”, for example)

Idea #6: Get personal
people want to to feel special
– use geo based data throughout your funnel (-> increase in engagement)

12:55: RAREȘ BĂNESCU (owner & founder Retargeting): Retargeting: Right Customer – Right Time – Right Products

Unknown visitors?
3 workflows:
– live dynamic subscription
– live product recommendation
– live cart abandonment (cu mesaje tip: “stocul e limitat, cumpără acum”, “promoție, cumpără acum” )

În luna mai se lansează Retargeting.biz (care vine și cu pricing pe performanță + trial gratuit de 14 zile)

13:10: ȘTEFAN BOCHIȘ (Product Manager Online Credius IFN, membru al grupului NCH): Online – Online: No resources technology

– soluție pentru creditarea cumpărăturilor online, astfel încât clientul să facă totul din fața calculatorului, fără să fie nevoit să se deplaseze
– credit cu buletinul, aprobat în 60 de minute (luni-duminică); contractul va fi primit a doua zi prin curier, împreună cu produsul

13:28: YAUHEN KHUTARNIUK (Head of SEO at Link-Assistant.com): Make your SEO work harder: tactics you can implement to your e-commerce site right now

Challenges: Panda Google update, Mobile, site speed, Https

Panda challenges & solutions:
– continuosly audit your websites
– develop content strategy
– create incentives for user generated content
– De-index or Canonical for thin and duplicate content

Mobile challenges & solutions:
– responsive web design (one URL for all content, better user experience, no redirects)
– dynamic serving (custom user experience, easier changes, faster loading, faulty device detection, faulty redirects)
– dedicated URLs (easier changes, custom user experience)
– keep mobile resources (CSS, Java) crawlable
– mobile content should be crawlable too
– double check redirects
– mobile device identification

Site speed: challenges & solutions
– test with Google developers tool
– avoid unnecessary redirects
– optimize images
– use browser caching
– prioritze visible content
– use asynchronous scripts

Https: challenges & solutions
– customers expect personal data and transactions to be secure
– SSL certificate (Rapid SSL, Global Sign, Comodo)
– static dedicated IP
– SSL may slow down your website

14:50: RADU VÎLCEANU (ContentSpeed): “Instant eCommerce. How to create an online shop in 32 minutes.

– Content Speed = soluție locală, rapidă, de pornit un magazin online
– costuri începând de la 35 Euro / lună; primele 14 zile sunt gratuite

15:05: CHRIS GOWARD (President & CEO WiderFunnel): “Advanced Conversion Optimization in 2015

– mobile marketing is about context
you have less than 8 seconds to grab the attention of your customer
– test different buttons. Example for newsletter subscription: Control version: “Submit”, Social version: “Become a maven”, Hypothesis: “I Want in”
– turn “best practices” into “tested practices”
until you test, you don’t know if it will work in your context
the LIFT model:

The LIFT Model

Predicting human behavior is impossible. Humans are weird.

Three ways to create segmentation:
1. Best guess
2. User-selected
3. Post test

15:50: panel “All about ecommerce logistics and courier services

Lucian Aldescu (CEO DPD România)
– plănuiesc să ajungă la +150 de pick-up points în România (importante pentru B2C)
– ca să fie siguri că nu se rătăcesc coletele (să apară livrate) au implementat track & trace, ID check, GPS pe mașinile de curierat, debrief la finalul zilei
– colete pierdute: 0.2 colete la 10.000
– este de preferat să fie mult mai multe colete pre-plătite decât ramburs, fiind mult mai periculos
– peste 98% rata de livrare la B2B în 24 de ore, scade până la 80% în cazurile B2C

Lucian Bâltaru (General Performance Manager Sameday Courier)
– tendință internațională de creștere a livrărilor în aceeași zi, pe măsură ce costurile de livrare scad
– la început era 2-3% rata de livrare a produselor în aceeași zi, în prezent 10-12% (în special pentru magazinele IT)

Marian Seitan (General Manager & Co-Owner Mediapost Hitmail)
– cost de 1 Euro / pregătire a coletului, în care intră și stocarea, sortarea din depozit, ambalare cu factură, pregătirea cu livrare spre curier
– pentru 50 de comenzi / lună primești 1 mp gratuit, după care 1 mp = 10 Euro
– în acest moment au +2.200 de spații de paleți
– procedurile folosite sunt inspirate din firmele din grup din Franța (au fost achiziționați în 2009)

Neculai Mihai (Managing Partner FAN Courier)
– la benzinăriile OMV se pot depune plicuri/colete de până în 5 kg și se poate plăti cu telefonul (momentan nu au foarte mari cereri pentru acest serviciu, însă nici nu a fost comunicat pe măsură)
– peste 90% colete livrate în București în 24 de ore, 87% în țară

16:33: SIMO AHAVA (Senior Data Advocate Reaktor): “Key insights from funnels: Enhanced eCommerce for Google Analytics”

16:55: am amorțit, așa că mi-am luat o scurtă pauză la standul Marketizator. M-au atras cu înghețata, recunosc happy

Inghetata @ Marketizator GPeC Summit 2015

Also worth mentioning: decorațiunile florale de pe mese, realizate de Adina Filculescu – EnRose.

enRose @ GPeC Summit 2015

17:45: IVAN MAZOUR (CEO & Founder Ometria): “The future of ecommerce marketing – how data can improve your conversation with your customer”

18:10: COSMIN NEGRESCU (CEO SEOmonitor): How Google Mobile Search Update affected Romanian websites
– analiză pe 200 de site-uri după “Mobileggedon”
– 50% din site-uri aveau versiune mobile friendly, 50% nu aveau
– fără schimbări în cazul a 52% din site-uri -> asta nu înseamnă că nu ar trebui să vă upgradați site-ul
– 20% din clienții din agenția SEO Monitor și-au schimat site-ul

18:15: Q&A special session with NEIL PATEL, CRAIG SULLIVAN, CHRIS GOWARD, SIMO AHAVA, IVAN MAZOUR

Q: What are some really stupid A/B testing mistakes you’ve seen at online shops?
Where should small business start A/B testing?
What should we be testing?

Neil Patel:
– without looking at any ideas, people start coming up with tests and usually lose money
– looking at data for tests instead of coming up with tests from your guts
– at free giveaways and contests, from his experience, people don’t come back. Better make them take out their credit card.
– it usually takes 3-6 months to see results from content marketing (if you know what you’re doing)

Craig Sullivan:
– when you test, you have to find a reason to find the test, not just change things
– look at data to decide where to test first

Chris Goward:
– sometimes it’s valid to trust your gut and test some things without having any rational behind
– but you have to have a system behind, finding frameworks for how to find problems
– where to test? How to prioritise?

Chris Goward:
– small companies are in a very difficult position, as they have few data available
– test more fundamental things
– what’s in my customers mind that I’m trying to make?
– content marketing impact is hard to measure because it can take a long time to show up in the data (but it can also have immediate results); have a call to action and incentives and see if it works, once you know your customers and value of customers

Ivan Mazour:
– Forget A/B testing if you’re a small business, just get traffic to your website. Put money in AD Words.
– you can measure content marketing by how many people talk about it (email you, for ex)
– for B2C content marketing could be incredible powerful

Simo Ahava:
– just gather data, figure out the metrics, to contextualize your business
– from an analytics point of view, content marketing is hard to measure
– hard to align good or bad content marketing with website metrics
– if you want to measure if people are engaging with your content, try a call to action and then see what went wrong

GPeC Summit 2015

GPeC Summit 2015 - standuri

P.S. Mai puteți citi despre ce s-a vorbit la conferință și la:
ComputerBlog.ro
Marketing20.ro
Andra Zaharia
Blogul GPeC

Iar poze vedeți aici.


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