E-commerceEnkele Wijsheden

Lieselotte Van Tieghem

Hi! I’m Lieselotte.

I work at WijsA digital Agency in Ghent

‣ digital agency

‣ everything online

‣ digital strategy, websites, facebook apps, seo/sea, social, analytics...

‣ 54 FTE (june 2012)

‣ focused on results (sales, leads, conversions)

‣ strong methodology - user centered approach

‣ integrated process and teams

Tweet-style Summary

Process

Think strategicE-commerce

In many cases it’s more then just putting your product catalog online

Who are your clients &in what way do they expect you to do “e-commerce”?

Who are your target groups?‣ Distributors

‣ Retailers

‣ Architects/contractors

‣ End user (B2B) or consumer (B2C)

‣ And even your own people

How will each target group make use of your service online?

How can we translate this into conversion / e-commerce?

Let me tell you my story...‣ Young mom of two children

‣ Happily married to an entrepreneur

‣ Full-time job, not only at Wijs, but also as a mom, wife, housekeeper and secretary

This is what we did 2 years ago

This is what we did 2 months ago...

Ground rules

1. We did not visit one offline-

point

2. For the second project we

didn’t use an architect

3. We did all the research

online: brands, products and

contractors

4. We chose all products online

5. We checked all references of the used brands

online. If there were none, this was not a good sign

6. If the company did not have a website, it did not

exist (eventhough the contractor had spoken about it)

7. Eventually we bought offline with our contractors

(who we also challenged...)

Ground rules

And well, let’s be honest... this is only my generation

So maybe...

Re-invent offline stores‣ experience centers

‣ service points

‣ pick-up points

‣ the advantage of offline visibility

‣ credibility

And make sure people talk about you online!

Qualitative traffic

24

Build it, and they will come

John Doe

CEO at a random company

25

Build it, and they will come

John Doe

CEO at a random company

Never build a webshop before thinking about your marketing strategy

It’s not about creating as many traffic as possible, it’s about creating

qualitative traffic

Some online ways

1. SEO

2. Advertising: SEA, Social ads,

Remarketing

3. Email marketing

4. Social media marketing

Shortly zooming into the power of SEO

First of all...

Zoekvolumes

1. Sjorbanden BE: 210x per maand

2. Sjorbanden NL: 1.300x per maand

MAAR

1. Spanbanden BE: 1.300x per maand

2. Spanbanden NL: 6.600x per maand

SO...

talk their talk on your website

Engagement... Create a story and talk their

slang

Last year I met these 2 young fellaz

After 4 months...

Inspire...

Measure...

A bigg-ass titleAbout a proper subject

Een website is zoals een schip

meten, evalueren& bijsturen

Dare to make e-commerce an inherent part of your

company

How can the existing company adapt to E-commerce?

Some things we experience...‣ Customer service department

becomes a sales channel

‣ Sales department and online sales

‣ What about a dedicated E-Team?

‣ What about your distributors & retailers?

So nope...E-commerce is not just something on the side

‣ about your target groups and their needs‣ about your online marketing‣ about usability & conversion‣ about your company and existing organisation

Think strategic...

In other words...

dare to invest, but in wise and small steps

Kom je graag ‘s babbelen?

Lieselotte Van Tieghemlieselotte.vantieghem@wijs.be