Smart ways to reach ecommerce customers — Ryan Urban // BounceX (soon to be Wunderkind)

Quotes

• “We are a performance marketing software. What we do is allow ecommerce companies, publishers, and really any company with an online presence to basically invest in their own channels like their performance marketing channels. We are able to dramatically increase the revenue that brands and retailers see from their own channels like email, SMS, and on their website by being able to recognize customers so we can increase the relevancy of the messaging they see and increase the scale.” -Kris“There is a component of this that is identity resolution. We are understanding who comes to a website without them expressly giving you their PI or saying who they are. You’re able to figure out who you’re targeting, bucket them, and reach out with the right message at the right time.” -Ben“We have always focused on two things which are revenue and improve the buying experience. If you do that they buy higher rates. We do a really good job of getting people that are interested to come back more often.” -Ryan “So you are creating a network and I am a little curious because it’s interesting and mostly we are moving towards the cookie-less environment, and tracking is going to be a little different. You are basically able to say, ‘Alright, I already know who this person is because they are going through some ecommerce experience of some sort and I am assuming that happens on multiple different platforms.” -Ben“The best way to think about it is e-commerce is a really rich customer profile. Everyone has heard how datais the new oil and there is this huge land grab of how to make mine rich and robust of a profile around the customer that I have a history with as a retailer and use that to improve their experience as a client.” -Kris “90% of the people on the websiteare either looking at products or adding to cart and we allow like half the people that you can just send them an email when they leave with everything that they are interested in for purposes of understanding, it’s like recap of what they are already interested in and then if an event happens as the price dropped, we’ll send an email about it, or tell them how the product they are interested in, is low in inventory. It’s stuff like that but on a massive scale.” -Ryan “So the idea here is you are building a personalized experience based on somebody’s initial experience with your brand and you are collecting some of their browsing data before you recognize who they are and you are somehow able to reach them with messaging.” -Ben “We treat prospects a bit differently. You want to get as many emails from prospects as possible. Your goal should be how do you get north of the 10% of those speedballs for a prospect coming through Google or Facebook, or coming in organically but haven’t bought yet to opt-in to email so you could do the right follow up. That’s strategy number one.” -Ryan“Generally, my hot tip is super slow on mobile and by moving to a progressive web app and doing some other things, you can improve by 10 -20% which is a real number and has a profound impact on the business.” -Ryan “So the moral of the story here is if you don’t collect the email address upfront, there is very little that you could do to influence the person converting from a prospect to a lead and then eventually a customer. That email address is all you are geared for when you have an unknown prospect.” -Ben “I think it’s a bold statement that advertising across other channels outside of Facebook and Instagram is totally ineffective. I think there is a dependency ondifferent types of brands on different channels, but I understand what you’re saying with ecommerce brands being heavily dependent specifically on Instagram to try and drive that initial conversion.” -Ben “Google search ads are straight direct response. No argument about that. There are some things that are for awareness, that is like if you are sponsoring a TV stadium, you’re associated with an iconic brand, etc. but when you are talking about online advertising veterans, that’s not awareness there is performance spinning.” -Ryan