The first half of 2020 saw a dramatic increase in online traffic and sales for many brands as the wave of lockdowns caused people to spend more time online. It’s predicted this shift to customers opting for more online purchases is to outlast the crisis in the long run. However, many businesses missed this opportunity as they lacked the capability to deliver optimised digital experiences that drive conversion and customer retention.
Our latest webinar had a range of speakers from us at Daydot as well as Eoghan Beecher, Digital Fundraising Manager at Shelter. Our speakers highlighted the importance of shifting from a focus only on acquisition to also considering how to keep customers coming back again and again by optimising the entire end-to-end customer journey.
Did you miss the webinar? Don’t worry! You can catch up by watching our webinar video above. The speaker summaries are just below. We hope to see you at the next one!
Head of Commercial Growth, Daydot
Joel shared his thoughts on the current climate, illustrating how brands can adapt their strategy for future success. He explained the benefits of focusing on driving recurring revenue and the end-to-end customer journey, and how you can use this to inform forecasting and strategy.
- Three quarters of global consumers are not planning to reduce their spending during Christmas 2020 (Econsultancy/Rakuten).
- Continuously research and gather insights, continuously test and experiment, continuously learn how to provide value.
- Your brand will thrive, the more you listen, understand, and execute strategies aligned to the voices of your customers.
Head of Research, Daydot
Nick discussed the value of psychological segmentation in times of uncertainty, outlining four different buyer types that brands need to consider. He also gave three actionable strategies brands can implement to act on consumer psychological drivers to improve acquisition, engagement and retention.
- There are four psychological segments that we can use to better understand consumers during a downturn.
- All consumers (except those in the live-for-today segment) typically re-evaluate their consumption priorities.
- The better our understanding of customers then the better and more effective our test hypotheses and digital experience optimisation will be.
Digital Fundraising Manager
With budget constraints and uncertain times it is ever more important that brand marketers are able to provide proofs of concept before launching into a full digital experimentation roadmap. Eoghan and Osh shared their experiences convincing internal stakeholders (at Shelter UK) to release additional investment, demonstrating how they have delivered campaigns with fantastic results to achieve this.
- Research and data analysis drives actionable insight around points of friction, motivation, anxiety, value proposition and content gaps.
- These need to be segmented, prioritised and aligned against specific points in your customer journey to build a comprehensive testing roadmap.
- For each testing area brands should then use the data to forecast a projected uplift alongside ROI to help build a robust business case for optimisation.