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Go Inspire Group

5 steps to optimising conversion rates with customer journey timelines

Over the last few months, as consumer behaviour naturally changed and evolved throughout lockdown and beyond, like many of our customers, you may have seen a massive rise in the volume of visits to your website.

In order to help you convert more opportunities and capitalise on increased traffic, Go Inspire Group have created our 5-step guide to getting more conversions. 

Step 1: Cluster all interactions into Customer Journey Timelines

Disparate visits from thousands of users should be clustered into customer journey timelines that group all interactions a known, or unknown individual makes with your website, across all channels, in one place.

This displays something more closely related to the customer’s actual purchase journey behaviour, as well as highlighting how different channels and campaigns are working together to drive traffic to your website. 

Step 2: Identify Individuals

Identifying whether an individual is a known customer, unknown repeat visitor or phantom visitor can inform your decision whether to deliver personalised messages through CRM activity, to invest in targeted acquisition remarketing and paid search, or to suppress your marketing from individuals unlikely to convert. 

Step 3: Segment your visitors based on engagement

Segmenting visitors to your website based on engagement, value bands and channel preference empowers you to develop bespoke marketing campaigns for Retention and Acquisition.

Overlaying your existing customer segmentation from Single Customer View and CRM data can allow you to build a rich picture of your customers and join the dots between your online and offline worlds. 

Step 4: Filter out the noise

Picture yourself walking past a store of any kind with motion sensors on their entrance doors. If you trigger the doors but do not enter the store – should you be classed as a meaningful visit? 

No, you are what we consider to be a ‘phantom’.

The reality is, around 98% of visitors to your website are probably phantom visitors – who land, bounce and then never return. 

Removing phantoms delivers significant benefits across your digital marketing for example:

  • improve quality scores by removing those who will never convert from your remarketing selections
  • get an accurate read of how acquisition campaigns are performing by only including meaningful visits
  • supress existing customers from acquisition campaigns to avoid wasted spend

By first removing the phantoms to ‘filter out the noise’, only then you can begin to understand your website’s true performance.

Step 5: Optimise marketing spend

By completing steps 1-4, you can begin to truly understand the true cost and profitability of all journeys, to know which channels are working well and which need further optimisation.

You can now focus on retaining the right customers by creating a marketing strategy that moves customers into the most profitable bands, applying your understanding of customer engagement, channel preference and stage in journey to tailor messages to an individual customer’s need.

What results can you expect to see from this approach?

This approach to optimisation typically delivers the following results:

  • 13%-16% saving on digital marketing spend
  • 14% increase in conversion from Abandoned Baskets remarketing 
  • Saving of 1-2p per click on social and paid search with improved quality scores
  • 2-5% more emails landed in inboxes with improved sender reputation
  • Save 10% on social, dm and display ad by selecting most engaged customers for campaigns

How can you achieve all the above?

Simply email info@goinspire.co.uk discover how Digital Playback can solve your attribution headache and optimise your conversion rates.

Digital Playback is our unique attribution platform, that enables you to optimise your conversion rates and marketing spend by clustering every interaction an individual makes, across all channels and devices, in one journey.

Check out our webinar

Nick Greatrex, Digital Director at Go Inspire Insight, shares his thoughts on improving conversion by solving the digital marketing attribution headache, check out the webinar here [17min to view].

WEBINAR: Convert more opportunities with Digital Playback and the AlwaysOn Marketing Machine

Through a combination of enhanced attribution, optimised marketing and spend timely communications triggered by any predetermined event in a customer journey, the Go Inspire Group are successfully enabling brands to convert more opportunities at speed, on the road to recovery.

Nick Greatrex, Digital Director at Go Inspire Insight, shares his thoughts on improving conversion by solving the digital marketing attribution headache, check out the webinar here [17min to view].

Solving the Attribution and Conversion Rate Headache:

Digital Playback identifies browsers as individuals, linking the online and offline interactions that an individual customer or potential customer makes with your business, across all channels, in one journey. It optimises your conversion rates and marketing spend, showing you when to act, when to pull back, and which customer groups to focus on.

Some of our success stories:

  • 13% saved on digital marketing spend
  • 14% higher profit from Abandoned Baskets by using Direct Mail triggered by browsing data  
  • Improved social, email and paid search quality score, saving 1-2p per click and 2-5% more emails landing in inboxes
  • Budget saved on social, direct mail and display ad by selecting most engaged customers
  • Average customer saving of £17k per month

The AlwaysOn Marketing Machine:

Users can now capitalise on the increased engagement and standout direct mail enjoys over other channels – without compromising on timeliness. 

This is because Go Inspire’s AlwaysOn Marketing Machine direct mail manufacturing technology has evolved to the point where it’s possible to achieve a realistic price point for standard format pre-templated mailings for volumes as small as one record. Clients are sending cost-effective mail, that goes from ‘trigger’ to letterbox, in as little as 48 hours.

Some scenarios utilising this approach are:

  • Loyal customer starting to lapse
  • Overdue account
  • Repeat website visits
  • Item added to online basket
  • Contract nearing expiration
  • Annual statement & reminders 

Some of our success stories:

  • 14% higher profit from Abandoned Baskets
  • Inbound calls to contact centre have reduced by 9%.
  • Letter costs and processing costs of sending out new credit agreements have reduced from 10% to 3%.
  • 40% Postage saving
  • Annual production saving of c£270K from associated information design services

If you’d like to find out more information about how you can benefit from improved conversion rates and an agile ‘AlwaysOn’ Marketing Communication, click here or email info@goinspire.co.uk

Plugging a £12 billion Coronavirus Revenue Gap: Optimising Sales through harmonisation of on and offline media

According to econsultancy, the UK retail industry could see a loss of approximately £12bn in 2020, due to the coronavirus pandemic. Prior to COVID-19, a Go Inspire Group study showed that retailers already missed out on approximately £18bn in revenue every year, through online basket abandonment. 

The research breaks down the opportunity for possible revenue across 13 key retail verticals and identified:

  • how bridging the offline and online worlds presents a huge opportunity for recouping ‘lost’ revenue
  • that combining digitally printed direct mail that is personalised and reflects the online experience, with email abandoned basket reactivation campaigns, more than doubled conversions +(113%).
  • the best time to send physical, mail reminders was within a week of the customer abandoning their basket.
  • how the technology to combine many, small, daily volumes into one, high-volume mailing is allowing retailers to quickly send a handful of letters each day, so they reach the customer promptly, but at an affordable cost. 

You can download the research in full here or check out Go Inspire’s blog for more tips and advice on converting more abandoned baskets. 

WHITEPAPER: Businesses can deliver incremental revenue using variable digital print

Using variable digital print delivered one retailer 128% incremental revenue vs control – that’s according to an industry report from the Go Inspire Group, which also reveals that simply increasing design vibrancy, delivered a 20% uplift vs control.

The research determined that reflecting a customers’ individual preferences, by utilising enhanced personalisation and variability to tailor product imagery, offer and a range of other factors, can deliver a monumental difference in incremental revenue, from direct mail campaigns. 

The study also shares further recommendations for variability including:

• Personalised catalogues and brochure content

• Personalised barcodes 

• Personalised links to digital content

• Personalised offer periods 

• Segmented event invitations 

Visit here for the full paper and all its recommendations.

Businesses can deliver incremental revenue using variable digital print

Using variable digital print delivered one retailer 128% incremental revenue vs control – that’s according to an industry report from the Go Inspire Group, which also reveals that simply increasing design vibrancy, delivered a 20% uplift vs control.

The research determined that reflecting a customers’ individual preferences, by utilising enhanced personalisation and variability to tailor product imagery, offer and a range of other factors, can deliver a monumental difference in incremental revenue, from direct mail campaigns. 

The study also shares further recommendations for variability including:

• Personalised catalogues and brochure content

• Personalised barcodes 

• Personalised links to digital content

• Personalised offer periods 

• Segmented event invitations 

Visit here for the full paper and all its recommendations.