Drew Scott Unsworth King Global Head of Digital & Marketing - - PowerPoint PPT Presentation

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Drew

Unsworth

Global Head of Digital & Marketing Services - Xero

General Manager, Digital Banking

• Commonwealth Bank

Scott

King

C.O.O., Co-founder - Accordant

Solution Specialist, Personalisation

• Adobe

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DIGITAL TRANSFORMATION

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DIGITAL TRANSFORMATION

https://www.commbank.com.au/content/dam/commbank/about-us/shareholders/pdfs/results/FY15/fy15-results-presentation.pdf

GROWING MOBILE

https://www.commbank.com.au/content/dam/commbank/about-us/shareholders/pdfs/results/FY15/fy15-results-presentation.pdf

GROWING ONLINE SALES

7

1,035,000

subscribers

318,000

added in one year 2007 2017

500,000

added in two years

2015 – 2017 PERFORMANCE

1. Senior Stakeholder 2. Developer 3. Designer 4. Optimisation Manager 5. Accordant (Partners)

OPTIMISATION TEAM STRUCTURE

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OPTIMISED CALL TO ACTION

Success Metric Adobe Target Activity Target Page

Default Exp A

Audience

Exp C

Free trial complete Success page

People who visit the page and haven’t been to the signup success page

Exp B

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PARTIAL TRIAL ABANDONMENT RETARGETING

Partially Completed Trial Form Customer Exits

A

Customer Returns to Site

B D D

TA TARGETE TED AUDIENCE CE CU CUSTO TOMER EXPERIENCE CE

Default Experience Retargeted Experience

50% of traffic per experience

C C

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FREE TRIAL FORM ON MOBILE

Success Metric Adobe Target Activity Target Page

Default Exp A

Audience

Free Trial Complete Success page

All Mobile, AU, UK, US & NZ

A B

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U.S.P. AFFINITY TARGETING Default (No affinity) Pricing Affinity Invoicing Affinity App Affinity

A B D C

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PERSONALISED HOME PAGES

Default XERO PARTNERS SMALL MEDIUM BUSINESS

A B C

drew.unsworth@xero.com www.xero.com scott@accordant.com.au www.accordant.com.au

Drew

Unsworth

Scott

King