APMEX finds personalization worth more than its weight in gold

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[Andy Mueller] My name is Andy Mueller. I’m the Director of Digital Analytics at apmex.com. Apmex.com is one of the world’s largest online providers of gold and silver investment and collectible products. My day-to-day job there is to look at all the digital data coming in from our acquisition, retention, email, and conversion re optimization efforts. We came alongside Dynamic Yield last year with the hopes to totally revamp major portions of our site, so we really can’t separate some of the major site redesigns we’ve done from our work with Dynamic Yield. We launched a completely new home page, really with Dynamic Yield in mind, really focusing on assortment, focusing on putting our products forward, and personalizing those products to what ultimately is our number one landing page, which is our home page. Constantly tweaking that. constantly tweaking the kinds of banners we’re running and the kinds of products and targeting we’re running on our home page. That’s ultimately been our biggest success. At a high level we use Dynamic Yield to segment our user base, to really try to figure out what are the motivations of the traffic, how qualified is the traffic, and really more importantly how qualified is that traffic for a given branch of our products assortment. And we’re doing that on the website. We’re translating that over to email using the same exact targeting and the same exact methodology. We’ve recently launched an entire new page that is strictly a large product-centric on sale page. It’s completely driven by Dynamic Yield and completely customizable. And through that we’ve seen double digit growth and conversion based on our control mechanism. So really really promising to see what can happen when you really just let Dynamic Yield take over an entire page. We’ve also been really excited with the way we’ve been able to integrate Dynamic Yield with some other perhaps less sophisticated channels of marketing. So we definitely make full use of our ability to inject dynamic content into our emails and we love the fact that we can target someone with an email send, inject personalized products to that person in that email in context with that offer, have them click through and really have the same experience. We’ve seen double digit increases in our email conversion rates once we get them to the site. And we attribute a lot of that to the fact that it’s cohesive. What they see in the email, that promotion, that effort, and if they get the click, if they do click through we’re seeing them convert at a much higher rate. And we’re seeing a lot of our financial metrics improve between five and seven percent when it comes to conversion rate and average order value.

Andy Mueller, Director of Digital Analytics at APMEX describes how they segments their user base to discover their real motivations, serving more targeted promotions through personalized landing pages and email.