Introduction:
Hi, I’m Mike St Laurent from Kameleoon and this is our Tech Talk.
Kameleoon is an AI-driven personalization and A/B testing platform for digital product owners and marketers who want to increase conversions and drive exponential online revenue growth.
I’m responsible for Kameleoon North America, heading up our operations here and working closely with our international team of over 150 people.
Market problem
The key issue with the online world is that consumers today have a huge range of choice. This increases expectations and competition.
While you might have thousands of daily visitors to your website, on average just 2% of them convert – meaning that 98% leave without buying anything.
To change this frankly frightening statistic brands need to personalize and optimize their customer experiences. That’s particularly true now as digital take-up accelerates after COVID lockdowns – our own research found that 29% of US consumers said they’d use digital more in the future.
The benefits of personalization
The key issue with the online world is that consumers today have a huge range of choice. This increases expectations and competition.
While you might have thousands of daily visitors to your website, on average just 2% of them convert – meaning that 98% leave without buying anything.
To change this frankly frightening statistic brands need to personalize and optimize their customer experiences. That’s particularly true now as digital take-up accelerates after COVID lockdowns – our own research found that 29% of US consumers said they’d use digital more in the future.
Backing this up, research in the Harvard Business Review shows the benefits that personalization delivers in terms of both revenue increases and cost reduction.
Introduce your technology
At Kameleoon we are dedicated to helping brands create a personalized, optimized experience that meets the needs of every visitor, helping increase conversion rates, engagement and revenues. That includes optimizing content and UX through experimentation as well as triggering offers and messages for specific visitors based on their needs and behavior on your site.
Describe the history of the tech/company
Kameleoon was founded in 2012 with a mission to help companies improve their conversion rates and engage consumers for the long term in the digital world.
We’ve grown to be a leading experience optimization player, with over 450 clients in all sectors. We cover the US and Europe and in each market, we work closely with leading local experimentation agencies to best serve our customers. We’re seeing especially rapid expansion in North America, working with our partner, experimentation agency Widerfunnel.
Who do you best serve (your customers)?
Our clients are enterprise brands in the retail, travel, automotive, healthcare, media and finance sectors, including Toyota, Lidl and Rakuten. These brands understand how testing and personalization benefits their business – for example retailer Cdiscount increased revenue by 50%, tripled ROI from campaigns and saw a 50% reduction in campaign costs through using Kameleoon.
How do you solve the market problem?
Our technology benefits brands in three ways
1. We help brands to improve the digital experience and hence customer satisfaction for all through experimentation and A/B testing of their website and apps
2. We make it easy for you to deliver a tailored online experience to segments of your audience through manual personalization
3. Our advanced AI allows true one-to-one personalization, triggering individual experiences based on every visitor’s personal needs and intentions
This translates into real financial benefits for brands. We commissioned Forrester to calculate the economic benefits of Kameleoon, and they calculated that:
– Clients increase sales by up to 15% from improved engagement/conversion rates (up to 15%)
– Brands increase cross-sell transactions by (up to 30%)
– They shorten campaign setup time by 49%, saving money and resources
All of this adds up to an ROI of 291% and payback in under 3 months on adopting Kameleoon.
What is your unique selling point (USP)?
What makes our platform unique is a combination of advanced, innovative technology, ease of use and scalability – all in a single platform that allows companies to scale with their needs.
Kameleoon can be used equally by both digital marketers creating client-side A/B tests or personalizations as well as developers working on more complex server-side testing.
Demo
Lets jump into the platform.
Wouldn’t it be great if you knew if a user was close or not close to converting while they were still on your site?
Here’s how someone can use Kameleoon to identify an opportunity to create and run a personalized experience using this critical information.
Hover over the metric and time dropdowns
At any point in time, and for any metric, our machine-learning algorithms calculate the conversion probability of each visitor in real-time. Kameleoon automatically segments customers, identifying those with both low intent to convert and high intent to convert.
Hovers over low and high intent bars
Based on this intention scoring, shown through the Kameleoon Conversion Score (KCS™), specific personalization actions can be automatically triggered, individualizing the content, messages and offers presented to each visitor.
Demo 2 minutes
Lets jump into the platform.
Wouldn’t it be great if you knew if a user was close or not close to converting while they were still on your site?
Here’s how someone can use Kameleoon to identify an opportunity to create and run a personalized experience using this critical information.
Hover over the metric and time dropdowns
At any point in time, and for any metric, our machine-learning algorithms calculate the conversion probability of each visitor in real-time. Kameleoon automatically segments customers, identifying those with both low intent to convert and high intent to convert.
Hovers over low and high intent bars
Based on this intention scoring, shown through the Kameleoon Conversion Score (KCS™), specific personalization actions can be automatically triggered, individualizing the content, messages and offers presented to each visitor. Kameleoon will even surface potential opportunities where the conversion rates are significantly different compared to other segments.
Scrolls down to show the three highlighted segments
In this case the client simply clicks on the flagged range which shows a high conversion probability, then creates a new personalization to target visitors within this segment.
Click on segment and create new personalization
Done Screen #1
Moves to Screen #2
When we go ahead and do that we get taken to the segment builder where we can further refine this segment. We may want to narrow our segment down to those who visited certain pages, came from specific sources, or are browsing on certain devices
Clicks through the 3 targeting options while I am talking
Still
A common use case for this is technology is a discount code personalized for individual visitors that meet a specific conversion intent, displayed using a pop-in. Often companies will reduce their margins by offering discounts to prospective customers that are already planning to convert. Thats just bad business! For our coupon we want to target prospects that are on the fence, deciding whether or not to move forward.
Once we go ahead and confirm our segment we are taken to complete the setup of our campaign.
Moves to Screen #3
On this page we simply let Kameleoon know that we are creating a pop-in, we can customize the design, choose where we want it to appear on the page, and which device we want it to appear on.
Scrolls through the 3 options while I am talking
Scrolls down to metric and visitor rules
When we are happy with that we select the success metric we want to track and set a few simple rules so that visitors have a good experience. We want ensure that it doesn’t appear again for the user if they have completed a transaction, and we only want it to display once during a single visit so it does not become a distraction.
Hovers over publish
And thats it! We can publish our personalization!
Move to screen #4
Fast forward several weeks and the results are in! Our personalization was served to 5.2 million visitors and we lifted conversion rate by over 13%. We can see the consistent difference between users that were exposed and not exposed to our personalization! Now we have the necessary data to make a smart and informed business decision.
Hovers over graph and hold until talking complete
They can then monitor the results using the Kameleoon reporting console, showing the impact of the personalization on conversions.
Examples of customers helped
An example of this, is Toyota. The key digital conversion aim for Toyota is to drive interested, qualified leads to its dealers where customers can take test drives and progress down the sales funnel.
To help improve this, a pop-in is triggered on its site offering a test drive only once visitors are sufficiently qualified. However, in France the brand was finding it difficult to successfully identify which visitors were serious about purchasing using their manual scoring methods. That wasted time and resources as people either didn’t turn up for test drives that they’d booked or weren’t interested in buying.
Using Kameleoon’s predictive AI Toyota was able to identify visitors’ propensity to buy automatically, offering test drives at a local dealer once the consumer reached a set level of qualification. Toyota further personalized for less-qualified visitors – providing the opportunity to simply download a product brochure.
Thanks to Kameleoon this division of Toyota has doubled the amount of qualified leads being sent to dealers, while also reducing marketing costs and boosting efficiency. Additionally, visitors benefit from a more seamless user experience, as they are only targeted with pop-ins when they are relevant, helping increase brand reputation.
What was the before and after (the impact)?
In our experience, clients see a fast return on their investment in Kameleoon. Take international stationery retailer Papier. After running an initial A/B test using Kameleoon on a single element of its user experience it made changes to its website that added an extra 6% to its annual revenues. That’s ROI in under 3 months. And as Papier runs more experiments and embraces personalization it expects these results to continue to grow.
Any quirks or limitations of your tech?
Kameleoon has been designed from the ground up to support experimentation and personalization. It is open and easy to integrate with a wide range of tools within the martech stack. However, brands need to bear in mind that technology itself isn’t a magic wand to drive digital success. You need to put in place a testing and data-driven approach within your organization if you are to continually adapt, improve and personalize your customer experience – Kameleoon and its partners can support this, but it does require buy-in from the business itself.
Where does your tech sit in the MarTech stack?
The MarTech stack is complicated. You need Analytics platforms, user experience platforms, CRMs, and CDPs, etc. Its easy to get lost. Kameleoon allows personalization and A/B testing to live in harmony in one unified platform. Kameleoon integrates with your analytics provider for in-depth analysis and allows you to act on customer problems spotted in your user experience tool. Kameleoon is the tool that lets you maximize the value out of your existing stack by validating and optimizing your customer experience.
Pricing, onboarding, timeline of adoption
Kameleoon is an enterprise solution, so pricing is calculated on an individual basis based on traffic volume, and products. We work closely with clients and normally have them up and running in under a month. That includes training and onboarding for both the people using our solution, normally digital marketers and developers, and discussing potential use cases with strategic decision makers such as CMOs or VPs of ecommerce.
In an increasingly digital-first world, brands have to focus on delivering an optimized, personalized experience if they are to thrive – we provide the platform and support to help you achieve your business objectives.
Thanks for watching and do get in touch to learn how we can help you boost your digital performance.