Mobile Success - RichRelevance

Transcription

OMNICHANNEL SUCCESS GUIDE
A MARKETER’S GUIDE TO RICHRELEVANCE
Mobile Success
A MARKETER’S GUIDE TO RICHRELEVANCE MOBILE SUCCESS
Executive Summary
The purpose of this guide is to help you develop a successful strategy
for using and maximising the RichRelevance personalisation platform
(the Relevance Cloud™) on your mobile app or website. We’ll show you
how and why each part of the platform will increase your shoppers’
revenue per session and add incremental revenue to your business.
Deploying RichRelevance on your mobile platform supports a true
omnichannel experience. It engages your shoppers by giving them a
more robust product-research tool and the opportunity to purchase
on the device of their choice. A more personalised mobile experience
can also drives offline sales (if applicable), leading to greater customer
lifetime value.
What Can I Find in This
Guide?
TABLE OF CONTENTS
Mobile Personalisation Blueprint: What Is It and Why Is It Important?
3
Your Richrelevance Platform & How to Use It
6
Mobile Touchpoints: Where to Use Richrelevance 8
Layout & Design for Mobile Pages: Best Practices
14
Which Strategies Should I Consider: Best Practices
16
Testing, Optimising & Reporting
18
Commonly Asked Questions
20
Additional Information
22
2
Mobile Personalisation
Blueprint: What Is It and
Why Is It Important?
People depend on their smartphones more than ever, and are constantly
connected to people, places, information and businesses. The use of a
smartphone is a very personal experience—from the protective cases
customers buy to protect their investment to the apps used on them.
Everything is personalised about the experience except, ironically, the
information most apps and websites deliver. RichRelevance helps
retailers exceed the one-size-fits-all experience by delivering content
and products personalised for each smartphone user.
The Mobile Personalisation Blueprint is a plan for successful mobile
engagement with your consumers. The Blueprint includes:
I. Which RichRelevance products to use
II. Where is the optimal placement of these products in my mobile app
or website
III. Configuring RichRelevance and common sense business rules
IV. Measuring results
V. Testing and improving performance
Google recently announced that the number of searches performed on
smartphones now surpasses that on desktops and tablets. Ninety-one
percent of smartphone users turn to their phones for ideas while doing
a task, according to a Google/Ipsos survey conducted in March 2015.
Improving shopper experience on smartphones should be a top
priority for maximising customer acquisition, retention and revenue.
Simply stated: If you don’t meet your customer’s needs based on their
preference of shopping on smartphones, your competitors will.
3
DID YOU KNOW?
Of consumers using mobile to research:
93%
RESTAURANTS
70% considered
go on to make a
54% purchased
purchase
83%
APPAREL & BEAUTY
63% considered
want to purchase
40% purchased
within a day
55%
ELECTRONICS
61% considered
want to purchase
36% purchased
within the hour
Source: Google/Nielsen Mobile Path to Purchase custom study, Nov 2013.
The number of devices through which a consumer engages with
your brand is increasing exponentially. It’s critical that you make
the experience “seem” seamless across this increasing number of
touchpoints. The more consistent an experience you foster for your
customer, the higher lifetime value (LTV) you’ll drive.
So, how does RichRelevance help my mobile app or website experience?
There are essentially three ways website shoppers find products:
1. Keyword search
2. Menu navigation
3. Product recommendations
By utilising the Relevance Cloud in each of these areas, you can deliver
the most relevant content and products in real time to your consumers
however they choose to shop, increasing the likelihood of a purchase.
What’s more, this positive impact on their customer experience creates
repeat purchase potential and referrals from those happy customers.
Our own research (based on data from hundreds of millions of shoppers)
shows that shoppers who click on product recommendations visit sites
(on average) three times more than shoppers who don’t.
4
What are we going to measure and improve over time?
To measure the incremental impact of RichRelevance, we target revenue
per session (RPS) lift. The incremental lift in RPS is a measurable,
directly attributable metric to your personalisation efforts and the
RichRelevance platform, enabling us to track improvement over time.
And that’s what RichRelevance is all about: improvement.
Measuring key performance indicators (KPIs) for mobile is just as
important to your business as measuring KPIs for your other channels.
Conversion and average order value (AOV), while important metrics to
consider, can be manipulated to drive RPS and are considered secondary
success metrics. We do still recommend measuring and noting trends
for these as well as other KPIs: visitors (traffic), orders, sales revenue,
and engagement (mobile time per session).
Also, many consumers use mobile as their go-to product research tool,
but not the place where they ultimately transact (desktop or tablet).
View-through conversion metrics can also be used as a means of truly
understanding the value of a personalised mobile experience.
The keys to a great mobile experience are ease of use, speed, and
convenience. We’ll help you take advantage of small screens while
maximising real estate and revenue opportunities.
BEFORE & AFTER
The effectiveness of RichRelevance on mobile: Kalahari.com
METRIC
“
As a small team, we managed
IMPROVEMENT
Revenue from app (% of total revenue)
Up to 25x
App conversion
~4x
Orders placed through app
30x
Revenue attribution from recommendations
Up to 30%
to leverage Recommend
to implement automated
merchandising on our mobile
channel and show significant ROI
very rapidly—without investing
much development time or
reallocating resources.
- Dennis Williams
Former Head of UX & Design
Improvements compare to Kalahari mobile app without personalisation.
5
Your Richrelevance
Platform & How to Use It
The Relevance Cloud encapsulates four tools for creating world-class,
winning personalised experiences. Each has its own purpose, but
when used together, the true power of omnichannel personalisation is
harnessed. Each of these tools is powered by an unparalleled set of
algorithms and data to intelligently serve the most relevant content and
product selections to your customers. The best part? It gets smarter
over time and automatically keeps up with purchasing trends, new
product additions, and merchandising strategies.
Recommend™
™
Learn more about the Relevance Cloud™ at
richrelevance.com/relevance-cloud
discover
™
engage
™
recommend
™
build
™
Imagine browsing through a mobile experience where the products
recommended are specifically suited just for you—colour, size, brand,
price and more. This is the idea behind our industry-leading product
recommendations. The big data-based decisioning engine behind
RichRelevance Recommend provides the most effective product
discovery to your customers. It’s based on your business rules,
your customers’ preferences, history and real-time online shopping
behaviour. You can even allow your data teams to create their own set
of custom strategies to feed back into the platform, giving your business
even more flexibility and control.
6
Engage™
Remember, the most relevant answer to a shopper’s question often isn’t
a product at all, but content found within your mobile app or site. That’s
where RichRelevance Engage comes in. It serves relevant content and
promotions to your customers at the most opportune times—including
your navigation paths to optimise mobile real estate. Personalised
campaigns on your mobile site or app help customers along their
purchasing paths and lend your business even more credibility.
Discover™
There’s nothing more gratifying than useful shortcuts—or, in this case,
a mobile app or website that knows exactly what you’re looking for.
RichRelevance Discover allows you to engage quickly with shoppers
by anticipating their keyword search terms (aka type-ahead search).
With Discover and Recommend together you can present personalised
product or category recommendations within your keyword search
window, enabling speedy product discovery. If they choose to
browse search results or category pages, Discover can sort those
results instantly, boosting products toward which the shopper has
demonstrated an affinity.
Build™
As your mobile business and RichRelevance experience matures,
our API-based service, Build, is ready to help manage and route your
data to personalise any application, such as CRM tools, campaign
management, in-store POS systems and call centres. It’s your data,
so why not maximise its potential for a true omnichannel personalised
experience for your customers?
DID YOU KNOW?
Of consumers considering a purchase:
Mobile users
who make a
purchase visit
59%
mobile websites
6x
visited a business’s
website
on average
Source: Google/Nielsen Mobile Path to Purchase custom study, Nov 2013.
7
Mobile Touchpoints:
Where to Use
Richrelevance
Your mobile app or website has numerous “placements” where
RichRelevance works best. Let’s take a look at the most common
placements page by page, where we recommend you start utilising
RichRelevance.
Home Page
This is likely your most visited mobile page, so why not make a positive,
lasting impact? Using advanced personalisation techniques on your
home page will engage your users and get them into your catalogue.
We recommend using a combination of Recommend and Engage here.
A minimum of three placements to immerse the shopper in relevant,
value-added content will progress shoppers to the next phase of the
purchase funnel.
Enabling Engage placements here can really bridge the gap in an
omnichannel experience. RichRelevance can recognise a shopper who
has seen a product or brand on the desktop and display that content
here on your mobile store to increase familiarity and immerse your
shopper faster.
Shown here in “scroll view”, strategically
placing personalised content on your
home page keeps the viewer engaged.
Displaying products or content that
aren’t relevant to the user increases the
chances of them leaving your app or
mobile website.
8
Keyword Search
It’s estimated that 50% of your mobile customers will use keyword search
to locate the product or service they are looking for. RichRelevance
Discover enables you to make that very task easier and more enjoyable
by suggesting keywords and recommending products as your customer
types into the search field.
Called “type-ahead search”, Discover can display personalised keywords
to assist your customer with the most likely search they are performing.
This is also an opportunity to merchandise products or areas of your
website that are otherwise not easily found. Boost product discovery
based on a shopper’s current and past behaviours, brand affinities, and
price preferences.
Precise rules and controls let you manage brand or product placements
right in the RichRelevance dashboard.
DID YOU KNOW?
Mobile conversion rates increased
29%
in the last year.
Source: Google Analytics aggregated data, US, April 1 – 14, 2014 and April 1 – 14, 2015.
9
Browse & Search Results Pages
Delivering the most pertinent results based on either a keyword search
or guided navigation is critical to moving shoppers through the purchase
funnel. It’s a good idea to reinforce the keyword that got the shopper to
this point in your app or mobile site by clearly stating that these are, in
fact, the search results for that specific category, brand, or keyword.
A combination of highly qualified and sorted search results (Discover),
supporting
content
(Engage),
and
specific
item
suggestions
(Recommend) results in a captivated customer who will spend more
time navigating your app or site as they identify their purchase options.
Serving Engage content at this stage can be quite effective for a few
reasons. It can reinforce a particular brand message, satisfy partner
obligations or even introduce alternative products with a higher gross
profit contribution to your business.
With Discover, you can emphasise which product attribute(s) drive the
best type-ahead experience for your specific customer base. Some
retailers change their results by emphasising the brand, while others
emphasise price.
Adding a section for Recommend product recommendations may
increase the likelihood of conversion at this stage as well if the shopper
is not 100% sure of their intent.
A great rule to follow where pages have more content than usual is to
keep it simple. Forty-six percent of mobile users report having difficulty
interacting with a web page, and 44% complain that navigation was
difficult (Keynote Mobile User Survey).
10
Product Detail Page
This is one of, if not the most important page on your mobile app or
website. This is the point where shoppers decide whether or not they are
comfortable enough with your mobile experience to execute a purchase.
Emphasis on the product details should be priority here however
supporting content for that particular product or brand can further
convince a shopper to purchase. Showing alternative/complementary
products at this point can also influence a purchase by providing a
better product recommendation than the customer’s initial choice.
While adding Recommend product recommendations on the product
detail page has been shown to increase conversion rates, it’s still
important to arrange your placements where they will not interfere with
the shopper’s intent to purchase. Make sure your “add to basket” or
“buy now” buttons or calls-to-action are clear.
Product detail pages are viewed early and often by shoppers intending
to buy, making this highly valuable real estate, worth much care and
consideration. You’ll want to display the most important product
information at the top of these pages, and customer reviews and less
important technical details well below, knowing that if a customer is
interested they will scroll.
Use Engage to display pertinent content for a particular product or
brand in conjunction with Recommend for product accessories, upsells
or alternative choices.
“
Customers who engage with editorial content—whether that’s
a Window story, a designer interview, a video, a lookbook or a
personalised editorial recommendation—spend 40% more than our
average customer.
- Matthew Woolsey
EVP of Digital
11
Store Locator Page
Your store locator page can be an extremely informative page when
personalised. Understanding the customer’s desires (other than
directions or their closest store) can increase a shopper’s understanding
of your omnichannel strengths. Including store events or locally
pertinent information (Engage, Recommend) is a great example of
utilising common, mundane page space. 404 or No Results Page
No one wants to land on a page where there is no relevant content.
This can be a result of not meeting a user’s needs, an inventory issue
or simply a programming error. So take advantage of this unfortunate
result by instead delivering some useful links and content to shoppers
to keep them engaged in the purchase funnel.
If your 404 page is, as we hope, not a highly trafficked one (and rarer
still for mobile), we suggest displaying the most aggressive sales or
campaigns here to keep shoppers engaged (Engage). Display the
current seasonal sales, promotions for red-hot deals, personalised
recommendations (Recommend), etc. Give shoppers every reason to
stick around and reacquaint themselves into the purchase funnel.
12
Basket Summary Page
The basket page is the most common place during the checkout
process to recommend additional products to your shoppers. Our most
successful clients employ Recommend to suggest additional items
before checkout. These upsells and cross-sells are typically related
to the items the shopper has already placed in their basket, such as
matching accessories or other products commonly purchased together.
Recommend will determine which products are most appropriate by
choosing from among multiple strategies for this placement. Advanced
Merchandising (a feature of Recommend) gives merchants complete
control when recommending product associations—on any page type.
Order Confirmation Page
Once a shopper has checked out, it’s important to reassure them of their
purchase by displaying an order confirmation formatted specifically
for a mobile device. It’s also an ideal opportunity to suggest additional
items one last time with Recommend before their order ships, which
could significantly increase RPS.
You should also consider reminding your customer of any loyalty
programmes they may be a part of. Using Engage to display such
messaging can increase the social aspect of the mobile experience.
It’s important to test the effectiveness of recommendations on the order
confirmation page, especially if suggestions were made on the basket
summary page prior. This is an ideal scenario to test which placement
is more effective with your shoppers.
Purchases are most often followed up by a confirmation email—another
opportunity to test recommendations and offer your shoppers a more
meaningful experience with additional items they may have overlooked.
13
Layout & Design for
Mobile Pages: Best
Practices
When designing the placements for each of the RichRelevance products
there are a few points to keep in mind:
Tip:
Treat your mobile app and website differently than your desktop
website.
Why:
Screen real estate is at a premium. Design your placements to
feature only the most pertinent information (e.g., a large, clear
photograph; product name; price; discount; and incentive).
Strategically placed recommendations and content can
increase attributable revenue by 15% to 30%.
Tip:
Take advantage of vertical layouts, using a maximum of two
products displayed side-by-side.
Why: Mobile shoppers aren’t afraid to scroll. A placement can
extend well below the visible screen to accommodate the right
product recommendations or content. Each product or piece
of content within that placement, however, should fit on the
screen in its entirety while the user scrolls. Limiting product
recommendations to two side-by-side will still allow for larger
product images and a cleaner design.
Tip:
Take advantage of carousels.
Why:
Swiping comes as naturally to mobile users as scrolling. Adding
up to 12 product recommendations in a carousel is a winning
tactic that keeps the user engaged by using a familiar, interactive
UI convention. Don’t waste space with carousel arrows; instead,
show partial product images on the sides to hint that there are
more products there.
Tip:
Use the right type and number of products in each placement.
Why: Having too many choices leads to indecision. Allow
RichRelevance to choose the best products to display, but stay
within our suggested number of maximum products. Many
shoppers have a more limited attention span when it comes
to mobile. While we encourage testing for ideal performance,
14
start with these best practices for product recommendation
placements:
LAYOUT TYPE
MAX # OF PRODUCTS
Carousel
12
Horizontal Side-by-Side
16, with no more than 2
side-by-side (8 rows total)
Vertical
8
Tip:
Place content where it will have the most positive impact for both
the user and revenue opportunity.
Why:
Mobile screens are small, and giving your customers any reason
for distraction deters them from a purchase. Limit your content
to maximise its impact. For example:
•
Adding promotional information when browsing only certain
categories where its applicable
•
Display more technical, less-commonly viewed product
information, detailed reviews, or testimonials below the fold
or in a tabbed layout on product pages.
•
Avoid static, run-of-site, or common messaging that is
found in other areas—e.g., shipping messages, brand and
promotional ads, etc. Value-added content will help ring the
cash register!
15
Which Strategies
Should I Consider: Best
Practices
Each component in the RichRelevance platform is configurable to take
full advantage of the data it’s collecting along with certain business
rules. Complex algorithms (also referred to as “strategies”) work at
each customer touchpoint to deliver the best results possible during
the mobile experience.
When enabling strategies for each of the RichRelevance products, there
are a few key points to keep in mind:
Tip:
Enable 10 – 15 Recommend strategies per page type.
Why: This accelerates the optimisation and learning process of
the RichRelevance engine. It will focus on known, proven
strategies that support merchandising objectives. For example,
on a basket summary page we emphasise cross-sell items,
while on a product detail we recommend a mix of similar and
complimentary products.
Tip:Use Engage content delivery to support Recommend product
recommendations.
Why:
Enabling your customers to learn more about the products they
are viewing adds a sense of familiarity and comfort, therefore
increasing the likelihood of purchase. For example, on a category
page you can display a carousel of product recommendations
(Recommend) and insert an informative video supporting those
products’ attributes, quality, value, or brand directly below.
Tip:
Use “fallback” strategies in your recommendations.
Why: While focusing on the proven, revenue-driving strategies,
it is wise to have a “plan B” in the event none of the primary
strategies qualify for displaying relevant products (this could
be due to inventory, business rules or other factors you can
control). A good example of a fallback strategy is one that
displays subcategory bestsellers.
16
Tip:
Use “tags” to organise content and fire rules.
Why: Tags add an additional layer of control to content delivery.
Tags can be called when setting up rules to deliver numerous
pieces of content all related to one another. For example, you
could use tags to deliver different promotional ads for the same
campaign. Each ad could have different messaging, but they all
share a common tag. The Engage product delivers the content
most likely to engage/convert that user based on existing rules
and other available data (context, increasing site engagement,
time on site, etc.).
Tip:Use Discover’s machine learning to auto-optimise product
attributes.
Why: Due to limited screen sizes, fewer products are displayed per
mobile page. When shopping on mobile devices, shoppers have
shorter attention spans and are less willing to spend extensive
time navigating through page results to find the products they
seek. It is innately easier to navigate around a website online
with a mouse and big screen at your disposal; but as devices get
smaller, navigation becomes more complicated and frustrating.
RichRelevance Discover can automatically re-sort category
or search results on mobile devices based on the product
attributes you choose. THE VALUE OF DISCOVER FOR MOBILE SCREENS
17
Testing, Optimising &
Reporting
We have built sophisticated yet easy to use testing options into the
Relevance Cloud. In order to further optimise the strategies behind each
of your placements, it’s important to test which performs the best in
your mobile environment. Again, we measure RPS here and recommend
running each test to at least 85% statistical significance to ensure a
positive impact.
Our testing methodology has been proven with dozens of clients and
your Client Success team can assist with setting up A/B tests right in
your RichRelevance dashboard.
Below is a list of tried-and-true tests to get you started. While each client
has unique needs and testing will differ based on business objectives,
these provide a good starting point for most businesses.
1. Test the number of placements you have on a particular page.
For instance, test placing recommendations visible on the mobile
screen without scrolling (high prominence) in addition to more
subtle placements further down. We recommend at least 2 to
3 placements per page however you may find 2 placements
outperforms 3 depending on where they are located.
2. Test the size of the images for your recommendations. Larger
images tend to outperform small ones however you may be able to
fit more applicable recommendations using slightly smaller images.
3. Consistently test the verbiage being used to introduce your
recommendations. Be transparent as to why those particular
items are being shown. Statements like “Other customers who
have looked at this item also chose:” and “People also viewed and
purchased these products:” work best because they provide clear
indications as to why they are being shown. Questionable “blackbox” recommendations such as “We recommend:” and “We think
you’ll like:” don’t perform nearly as well.
4. Diversify your category results. Showing only one particular brand
in a category or subcategory may be advantageous for co-op
funds or branded strategies, but how much is it truly costing you
in lost sales? Showing alternative brands may increase gross profit
revenue opportunities or give your shoppers a richer experience by
exposing them to items they may not have found otherwise.
18
5. Try limiting recommendations to a certain price range.
Recommendations that are at least 85% the value of an item being
looked at has performed highest in tests. Showing too much of a
range may give your shoppers more reason to abandon if items are
too dissimilar in features and price.
The true benefit of testing is removing any uncertainty from your mobile
optimisation. Having a continuous testing plan and implementing
winning variations can lead to significant RPS and conversion gains.
RichRelevance optimises all of your tests and placements specific to
the mobile channel. What works well on your website may be entirely
different on mobile, and you can rest assured that RichRelevance takes
care of that automatically.
Robust reporting is available in your RichRelevance dashboard to
determine clear test winners and further optimise performance. You
can also export the complete results for more in-depth data analysis.
19
Commonly Asked
Questions
Q:
Does RichRelevance work well with my mobile app, website or
responsive design?
A:
In a word: yes! The RichRelevance toolkit is platform-agnostic,
meaning it can be easily implemented in a specific app, on a
separate mobile website (where we can share data from the
desktop, retail stores and other sources) or displayed differently
on a mobile device in a responsive design.
Q:
When should I consider personalisation as an addition to my
mobile strategy?
A:
The earlier, the better. Too many retailers wait until their mobile
app or website is launched to consider personalisation. If
you instead consider personalisation during the design and
implementation phases, it is easier to integrate personalisation
placements without having to restructure layouts. Plus, you
will have more customer data collected to influence the
RichRelevance personalisation platform for more relevant
product and content delivery.
Q:
How does the RichRelevance engine determine the best strategy to
use?
A:
RichRelevance does not hardcode a single strategy to a
placement. Instead, the engine will test the eligible strategies
against each other and determine—for the particular placement,
shopper, device type and category context—which perform
the best. This is optimised primarily on engagement or clickthrough, but other metrics—such as purchases and inventory
levels—also factor in. The engine will then display the top
performers most often while continuing to test the remaining in
perpetuity. The advantage of this agile, what-have-you-donefor-me-lately approach is that strategy utilisation remains
performance-based, ensuring that you’re putting forth the
best possible recommendations despite changes in shopping
trends.
20
Q:
What kind of messaging should I use to promote my
recommendations?
A:
Be transparent! Understanding why recommendations are
presented elicits trust among shoppers and drives engagement.
While “You may also like” doesn’t lend any credibility to the
products being displayed, more explicit messages such as
“Customers who bought items in your basket also bought” or even
“Our experts suggest” expose the source of recommendations
and are more trustworthy.
Q:
Do you have any tips to help me organise my placements in the
RichRelevance dashboard?
A:
The Relevance Cloud dashboard automatically organises your
placements for you, by page type. What this means is that all
of your category page placements are grouped together, e.g.
home page, category page, product detail page, etc. A good
practice is to create specific placements per device (mobile,
desktop, tablet), so you can enable different, device-specific
strategies and target the shopping behaviours unique to the
way customers browse and purchase on different devices.
Q:
What should I include in the content areas on my mobile site?
A:
Engage is extremely flexible and can handle a wide variety of
content types and information, the most common being images
and video. You can use Engage to supplement Recommend with
brand collateral (such as video) to reinforce product choices.
Additionally, fulfilling co-op or manufacturer obligations with
only those customers for whom such content is relevant will
allow for maximum impact.
Q:
What’s the difference between a “Segment” and “Context” when
using Engage?
A:
A “Segment” can be defined as a group of visitors who meet
certain criteria. Think of this as the “who” you are marketing to.
If a visitor meets these criteria, they are then qualified to receive
the specific content assigned. The “Context” can be thought of
as the “when” this content is displayed. It can be triggered by
specific actions and browsing habits that you can control.
21
Additional Information
We’re always improving our methodologies and strategies based on user
feedback and testing. We publish our findings and helpful resources to
maximise the Relevance Cloud on the RichRelevance Product Support &
Documentation Centre. Contact your Account Manager for instructions
on how to access this knowledge repository.
In addition, we have a complete library of technical documentation
for developers to assist with implementations and enhancements at
developer.richrelevance.com.
We hope you found this guide helpful and will refer to it regularly as you
find your successes and further optimise your mobile experience with
RichRelevance.
22
ABOUT RICHRELEVANCE
RichRelevance is the global leader in omnichannel personalisation and
is used by more than 200 multinational companies to deliver the most
relevant and innovative customer experiences across web, mobile and
in store. RichRelevance drives more than one billion decisions every
day, and has generated over $10 billion (£6.5 billion) in sales for its
clients, which include Marks & Spencer, John Lewis, Dixons Retail and
Monsoon Accessorize.
Headquartered in San Francisco, RichRelevance serves clients in 42
countries from nine offices around the globe. For more information,
please visit www.richrelevance.co.uk.
23
© 2015 RichRelevance, Inc. All rights reserved.

Mobile Success - RichRelevance

Transcription

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