Franchise India presentation

Driving Conversions in eRetail.

Presenter: Samarjeet Singh(Co Founder & President )

Samarjeet Singh

EBay Sales 13+ Internet Retail Experience,

Baazee.com

CRICKET Talkative

Tajonline Positive Black Label

What do we do?

Iksula is an End-to-End Internet Retail Solutions and Service Provider

TechnologyInternet

Marketing

Content Production

Merchandising

Fulfillment Operations

Consulting

About Iksula

2007The Year Iksula was Founded

About Iksula

200+Employees as of Dec-2012

About Iksula

40+Man Years of eTail Expertise

About Iksula

200+Ecommerce Websites powered by

Iksula

About Iksula

3Offices in Mumbai, New Jersey

and Singapore

Clients Across 5 Continents

A few of our Clients

Lets Discuss eRetail Conversions

Three Musketeers which Move Conversion

Technology

Usability

Content

Engagement

Technology & USABILITY

Virtual Dressing Room

Product Video

Product Comparison

Compare Product

To remove from comparison

Differences are highlighted

Similar Products for comparison

Rotating Gallery with Zoom

Gift Finder

Customize Jewellery

Customize Jewellery

Size Calibration

Advanced search

Auto Suggestion

Misspelling Correction

Faceted Search

Product Content

Product Content

Does it really impact your business?

Sample 1

Sample 2

Comparison

Sample 1 Sample 2

Comparison

Sample 1 Sample 2 “Matter of Fact”

Presentation Basic photography 0.7% conversion

rate

“Experiential” Presentation

Catalog Photography Detailed information 1.3% conversion

rate

Everything remaining the same, we saw a doubling of conversion rate after we improved the product pages

Trend Revers

ed

Conversion Rate

Rich product content has multiple benefits

Enhances the usability of your site Search – indexed content Browse by attributes Compare products

And also improves your product page conversion rate Informed buying decisions

Reduces your operational costs Lesser product returns as informed

buying Reduces costs of marketing Structured data helps in fulfillment

planning

Rich product content should “attract”, “inform” and help a consumer to “experience”

Product Titles

Descriptions

Images & Videos

Key Features

Attributes & Specs

Cross & Up Sells

Should be quick & informative, the most important points

Highlight the consumer benefits & romanticize the product

Quick summary of the most important selling points

A very detailed list of all the product attributes

Well shot photographs that showcase the finer product detailing

Well chosen products which can complement or supplement

A good “product title” will help the consumer to immediately identify the product

Product Titles

Descriptions

Images & Videos

Key Features

Attributes & Specs

Cross & Up Sells

A great product title structure•“Brand Name / Collection” “What the product is” “Key Attribute/s”

Examples•Trademark Global Wood 3 in 1 Chess Backgammon Table•Globus Blue Sleeveless Ethnic Kurti with Embroidery and Lace•Masai Patio Table Set (2+1) Teak Finish

Sample websites

Wayfair.com, Globusstores.com

A good “description “ will write about the key consumer benefits and also romance the product

Product Titles

Descriptions

Images & Videos

Key Features

Attributes & Specs

Cross & Up Sells

Descriptions have to be engaging•.. has to highlight consumer benefits and not list out product features. Eg: this digital camera comes with 8X zoom which allows you to get close to the action from far away•.. should have crisp language, be grammatically correct. No spelling mistakes•… should be interestingly written - the reader should want to read the entire description•.. should have a structure •.. should be original. Mr.Panda hates copied content

Sample websites

Wayfair.com, Globusstores.com

A good “picture“ is worth a thousand words

Product Titles

Descriptions

Images & Videos

Key Features

Attributes & Specs

Cross & Up Sells

A picture has to give a realistic feel of the product•.. high resolution photographs, which users can zoom into, are always better•.. should be shot from multiple angles•… offer close up to design details•… for star products, or very high volume products, get videos done

Good picture is a result of•The type of photography – table top, catalog, editorial•Technology used to display pictures

Table Top / Still Photography

Shot on top of a table Prevalent for non-fashion products

Table Top Product Shots

Catalog Type Apparel Photography

Catalog Type Apparel Photography

Focus is on the product Background is usually one tone so that it doesn’t

take away from the product Makeup and poses are subdued Common background used are White and Grey Mostly, no props are used

Apt for E-commerce due to low costs of production

Example : Zara, Neiman-Marcus, Diesel, Globus, Armani Collezioni, Burberry, Levis

Editorial Type Apparel Photography

Editorial Type Apparel Photography

The model is on location, in an environment, or living/interacting with a lifestyle

Focus on styling, makeup and posture Wardrobe may have more of accessories. Usually follows a theme Model as well as background is very styled. Magazine like look and feel Example : Benetton, Versace Catalog shopping sites: http://www.google.com/catalogs/

Technology used to display images

Product Visualization

• Image Resizing

• Magnifying Glass

• dHTML Zoom and Pan

• Multi-Image Zoom and Pan

• Inset Creation

• Printed Work Previews

• Image Overlays

• 360° Spin

• E-Catalog

Product Configurator

Eg: Room designer

Personalization and customization

Eg: Bunnies, Best Buddies

Some really cool technologies out there

Liquid Pixels

Scene 7 (Adobe)

Rich FX (Channel Advisor Product

Example: Inset Creation

•Easily create an inset and zoom into a specific area of the image•http://www.liquidpixels.com/demos/demos.m?name=Inset

Example: Image Overlays

•Quickly change the call out style, text and position•http://www.liquidpixels.com/demos/demos.m?name=Splatmaker

Example: Product Configurator

•Change color / design of elements within the photograph•http://www.liquidpixels.com/demos/demos.m?name=Room

Example: Personalization

•User can personalize the product real time•http://www.liquidpixels.com/demos/demos.m?name=Room

“Key Features” give a quick overview of the product to impatient users

Product Titles

Descriptions

Images & Videos

Key Features

Attributes & Specs

Cross & Up Sells

Should talk about the most important product features•.. should give more details about a feature, rather than just list it•.. should be a short list, suggested at a maximum of 4-5•.. should precede the main description

Example (Product: Jabra Bluetooth Wave Black•3 layer Wind Noise Reduction•Multiuse - connects to 2 Bluetooth devices simultaneously•Behind-the-ear style for all day comfort•Up to 6 hrs talk time & 8 days standby time.

Sample websites

Wayfair.com, Globusstores.com

Detailed “Attributes & Specs” helps the consumer to make an informed purchase decision

Product Titles

Descriptions

Images & Videos

Key Features

Attributes & Specs

Cross & Up Sells

Should be exhaustive and accurate•.. should list out all the attributes of the product•.. information should be standardized for easy comprehension. Eg: gm vs. gram•.. structuring into sections makes for easy comprehension. Eg for mobile phones: General Information, Connectivity, OS, Multi-media, Dimensions• .. should be accurate

Sample websites

Gsmarena.com, snapdeal.com

Detailed “Attributes & Specs” helps the consumer to make an informed purchase decision

Product Titles

Descriptions

Images & Videos

Key Features

Attributes & Specs

Cross & Up Sells

Merchandiser selection driven Market basket analysis

• An old offline retail technique which evaluates groups of products that are bought together

Collaborative filtering – pioneered by Amazon• Users who bought this also bought that• Wikipedia Defiinition “the method of making

automatic predictions about the interests of a user by collecting taste information from many users”

Discover tool – Amazon again• Website recommendations based on your

search history, and aggregated data collected from other users

• Recommendations not necessarily based on what you are searching for

Why do you need great product content?

Product content enhances the usability of your site to increase conversions, and thereby revenues; while also reducing your costs

Thank you

Incase you need a copy of the presentation write to:

samar@iksula.com

Future of Ecommerce :: QR Codes ::Sampling and Finding details about a product at a image and a click.

Sampling.

Future of Ecommerce :: Payments :: Ease and Payments at a Click of a Button.

New innovative payment solutions.

Future of Ecommerce :: SMS Buying:: Buy using a text.

Buying through mobile texting.

Future of Ecommerce :: Augmented reality :: Buying as you think it in real world by watching in real world through digital eyes.

Retailing Experience.

Future of Ecommerce :: Augmented reality :: Buying as you think it in real world by watching in real world by Digital eyes …..

Retailing Experience.

Future of Ecommerce :: Extra Convenience :: Using the digital platform to offer in-store experience.

Efficient Selling.

Future of Ecommerce :: Shopping At your Price :: Format Innovation.

Efficient Selling.

Future of Ecommerce :: Improving Suggestions :: How Service Retailing can use Digital ……..

Efficient Selling.

Future of Ecommerce :: Social Buying :: Buying with Approval, Kaisa Lag raha hain?

Instant show and Tell.

Future of Ecommerce :: Social Buying :: What do my friends like? Peer Acceptance is Key in Shopping Process. Isn't it ….

Instant show and Tell.

Future of Ecommerce :: Social Buying :: Buy with Approval of Friends and Family.

Instant show and Tell.

Future of Ecommerce :: Social Buying with Videos :: Showoff and Share the inherent Needs post shopping, Digital is here ….

Instant show and Tell.

Future of Ecommerce :: Group Deals :: Pay as a Group for Gifts and more…

Collaboration.

Future of Ecommerce :: Made to Order:: Buy by Designing yourself, does it remind you of Carpenter

Collaboration.

THANK YOU!