eCommerce Marketing: The Art of Customer Acquisition
Moderated by Teresa Caro, Director of Strategy for Avenue A | Razorfish, this panel covered many aspects of ecommerce marketing specifically in regard to customer acquisition. The panelists included:
James Kim, VP, Strategy, Organic, Inc.
Steven Keller, Director of Marketing and E-Commerce, Assurant Health
Dan Perry, SEO Producer, Cars.com
Christopher Parkin, Senior Director, Product Marketing, Omniture
This session ended up being not so much about driving customers to web sites but using best practices and tracking visitors once they get to your web site so all of your customer acquisition efforts are best exploited.
Some of these best practices, such as the use of A/B or multi-variant testing, can be important, but sometimes what is more useful is not to using those tools. Think about online chat for example. There are times when using online chat can convert customers quite nicely but there are just as many times when that specific tool should not be used. The same could be said about web design (seen enough Flash anyone?).
The panelists all did a very good job of explaining and discussing how the various elements they have used to create compelling web sites and properly analyze results to determine next steps.
Steven Keller of Assurant Health went as far as creating a tool called ROAS (Return on Ad Spend) which he uses to further analyze his CPA campaign metrics and measures one against the other.
James Kim suggested taking a look at using chat which can bring moans from some clients until they see the benefit from using it as a tool.
Key takeaways from Dan Perry included:
1 - start with best practices, but don’t consider them the rule
2 - Keep track of the results with screenshots
3 - Test your assumptions
Bonus takeaways - Make both the text and box “clickable” via the
