Optimising the online shopping journey

Steven Cassin, Partner Sales

Ecommerce Performance Index 2012

Introduction to EPiServerInnovative solutions for multichannel digital marketing and e-commerce

User Journey

“Commerce”

EPiServer Commerce

“Content”

EPiServer CMS“Traffic”

EPiServer Social Reach

“Traffic”

EPiServer SiteAttention

“Communication”

MarketingArena

“Communication”

EPiServer for Google

Analytics

“Community”

EPiServer Relate

“Content”

EPiServer Find

User Journey

Digital Marketing

Online Sales

Christmas 2012The growth of mobile continues3rd December – Cyber Monday

Christmas 2012 eCommerce Stats

• Ebay expects to see approx 1/3 of all sales carried out on a smartphone – UK M-Commerce worth £920m

• Online is seen as the most useful information source for holiday shopping (80%), followed by store fliers (60%) and in-store displays (51%)

• 3rd December to be the busiest day for UK eCommerce transactions

• November to be busiest period for consumers as they search for gift ideas and best deals

• Research firm eMarketer forecasts online holiday sales will grow 16.8%, excluding travel purchases

Conversion Rate OptimisationMore focus required on CROMany methods of CROVarying returns

Report SummaryMeasured customer expectations against top 10 performers in Hitwise Report

Digital Highstreet Benchmark study

• Started in 2011, done annually• Objective

– To access how the UK’s top retailers fare against consumer expectations

• Methodology– Selected 25 of the top UK retailers from Hitwise Top

50 Hot Shops list– Areas of assessment

– Overall website experience– Browsing– Buying– After sales

Key Findings

• The retailers scored a disappointing average of 58% (down from 63% in 2011)

• The top five performers scored an average of 68% (a 2% improvement on last year)

• Top performing retailers:– Amazon 72.5%– Marks & Spencer 70%– House of Fraser 66%– ASOS 65%– Argos 65%

Average score 2011 vs 2012

Overall website experience

Overall website experience

• Top performing retailers – M&S and Debenhams

Browsing and Research

Browsing and Research

• Top performing retailers: M&S and Very

Buying

Buying

• Top performing retailer – Amazon one-click

After Sales

After Sales

• Top performing retailer – Topshop and Boots

Conclusion – ecommerce a balancing act

For more information

Download the full report

Benchmarking the Digital Highstreet: Ecommerce Performance Index 2012

www.episerver.com/ecommerce2012

Some good & bad examplesUser insightsMobileMoving from usable to delightful

What Ill cover today.

4

1. Some examples

Browsing.

I’m not ready to buy right now.“”

Once upon a time in Ireland...

Their selection isn't good...If you go into a Vodafone shop they have any amount of phones on display. On their website now there isn't a good selection.

“”

I was trying to find a screen where I could look at everything that was on offer. I found it very difficult at this point to find a screen with everything available on it..the size of the button compared to everything that’s there.

“

”

What users wanted

See all phones

Remember:The user is in the driving seat

Cart & Checkout.

test

control

Our variant started out “winning”

Then the current designcontrol took over as winner

Our design variant was not statistically better than control.

2. User insights

What’s not working

Qualaroo

Why it’s not working

Talk to your customers

Talk to your customers

The idea came from their photographer who had previously worked in the footwear department at one of their stores. He just instinctively knew to tip over the boots because, in the stores, he watched the customers pick up the boots to look at the tread. Had he not worked there, the team never would've thought to tip the boots over.

3. Mobile

Smartphone penetration

50%

PayPal mobile payment transaction volume has dramatically increased

$25 million in ‘08

$141 million in ‘09 $750 million 2010/2011 $7.5 10 billion by 2013

82% have researcheda product or service on their phone.

Peak access to mobile site after 7pm

= it’s not commuters

When do visitors access our mobile site?

20 fold increase in mobile traffic in 2 years.

Major Irish utility company

I was sitting on my couch watching TV. My computer was down the hallway. I couldn’t be arsed getting up so I tried to get my bill on my phone.

“

”

web

mobile

phone

email

social

4. Delight.

“if you use a standard approach, you’ll get standard

results.”

Brian Kalma

Kano

Model

http://www.uie.com/articles/kano_model/

Make my life easier & better. Understand me.

Surprise me. Delight me.

Currently, 75 percent of products are shipped through an outsourced warehouse partner, which takes an average of 12 days to get products to customers.

We can do it in one to four days from our own warehouse, so we're building a new one in New Jersey now.

My co-founder, Bradford, and I decided from the beginning that we'd never make a single decision about what goes on the website based on how much money we'll make on a particular product.

Instead, we ask, Will it make customers smile? Excite them? Make them tell their friends about it?

How do we make ecommerce

better?

Takeaways•Get the basics right

•Follow a structured approach to conversion optimisation

•Embrace the mobile imperative

•Think of how you can add delight

•Finally, this isn’t just redesigning the website, it’s redesigning your business around your customers

Thank you!

Contact us:

Laurence.veale@iqcontent.com

Steven.cassin@episerver.com

@iqcontent

@EPiServer_UK