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300+ e-commerce websites since 1997
Substantial e-commerce website experience (ca. 100 yrs)
Magento specialists since 2009 (ca. 100 implementations)
Screen Pages key facts
Best practice e-commerce
Bespoke/customised websites – down to the
last pixel
Professionally designed & specified &
constructed
Heavily content-managed by you
Functionally rich/complex + integrated with
ERP/back office
Fast, reliable & scaleable
It’s going to be changed almost as soon as it’s
live
Our philosophy to website building
Agenda
Getting new customers
Engaging customers
Persuading them to buy
Making it simple to purchase
Getting them to come back
No silver bullets…
….it’s good old-fashioned hardwork
First…measure
Analytics – build a custom dashboard
Surveys
Usability studies
50 ££s of dynamite
Order confirmation page
Three questions
One text box
Surveymonkey £26 p.m.
The answer to the “survey debate”
Getting new customers
SEO
PPC
Referrals
Affiliates
Marketplaces
Catalogues/lists
Offline (eg PR)
Hidden gem: retargeting
Getting new customers
Source Traffic Conversion £ per visit
Brand related searches 14.5% 6.3% £4.45
Generic search 14.1% 1.5% £0.55
Paid search 19.9% 3.4% £2.74
Email marketing 20.6% 4.9% £2.73
Referrals 10.5% 2.4% -
Average 3.9% £2.64
Funny thing, conversion rate
SEO basics
Page titles
Meta data
Keywords in copy (& other places)
Sitemap
You should be able to “content-manage” the onsite assets
It’s all about (interesting) content
You can’t trick Google
Mobile is now a big issue for many
Other ways to get in Google
1.
2.
3.
4.
Content marketing dumbed down
Category page copy (hardest pages *** more later)
On domain blog (Wordpress, please)
Content pages optimised for target keywords
How to…
Buying guides
FAQs
Ideas/inspiration etc
Articles, style guides [& video]
Buying guides
How to & tips
Social Media
Facebook Like & Tweet (or Share This)
Distribute your content
Make videos, host on Youtube & embed
Get a channel
But:
Ca. 1% of traffic & 0.1% conversion
Exception: “causes”
• Case study
Holy Grail at the end of the ‘long tail’?
3,729 search terms = 55% of sales
5x increase in generic traffic in 6 months
Increase from 5% to 10% of total traffic
• Looking good!?
SEO – holy grail?
6% of total sales (vs. 10% of traffic) = lower conversions & ROI
No. 5 “swiss watches” = 400 visits per month & no sales
First page for “watches” (negative ROI)
PR
Catalogues
Inserts
Offline marketing
How to get good PR
Sign of the times
27%
21%Mobile opportunity?
2.9%
0.9%
4.5%
Mobile conversions
Mobile usage
Speed matters
Each second costs you a 7% decrease in conversions
85,000+ visitors on both 13th & 14th November
20,000 orders processed
Appeal raised £32m
Two front-end, load balanced servers
One database server
Magento Enterprise
Synchronised with eBay store
Integrated with warehouse
Scale, load & peaks
Engaging customers
New/latest/sale
Promotions (regular & varied)
Content (lots of it) & photography (lifestyle)
Make your landing pages compelling (category & product pages)
Navigation
Categorisation is critical
Dropdowns (esp. multi-layered)
Filters (price, colour etc – but caveat)
Put your products in the “right” order
Navigation
Customer engagement fail
% landings bounce%
Home page 39% 17%
Category page 22% 31%
Product page 19% 56%
i.e. not on the home page. Opportunity.
Where do visitors land?
37%
Special case: category pages
25-50% of all entrances
BUT: 40-50% of all page views
Three roles:
Landing pages
Routing pages
Conversion pages (with add to basket)
Yet, sadly overlooked…
Remember:
68% of people don’t arrive on the home page.
About 4 in 10 of these bounce
Category page
Product pages
Bullets and copy
Photography/video
Call(s) to action / how to transact / service
Reviews/testimonials
Why are you selling it?
Instructions
Delivery & returns
What if it’s not quite the right product?
What goes with this?
Write great copy
Buy this
Anatomy of a product page
Link: http://www.smartinsights.com/conversion-optimisation/product-page-optimisation/retail-product-page/
Persuading them to buy
What makes a good proposition?
First: meet your competitors
Desirable products
Well presented
Attractively priced
Securely paid for
Nicely delivered
Communicated on every page
What makes a good proposition?
Persuading visitors to buy
Service & “hygiene factors”
Delivery
Returns
Packaging
Call-centre
Customer service
Source:: E-consultancy
Work on delivery options
Standard delivery (free?)
Next day premium
Nominated delivery
….and communicate them
Reviews & ratings (social endorsement)
Onsite or offsite
Make it simple to purchase
Basket
Security
Big buttons (especially for mobile)
Show your beautiful packaging
Make it simple to purchase
Integrated payments (+ alternate methods)
No distractions (different header?)
Registration or not?
Language & tone
Example: “pay securely now” vs. “submit”
Quiz time: which checkout performs best?
Abandonned basket chaser
13.3% of these emails are clicked
35% of these clicks lead to a
purchase
AOV is 19% higher
Getting them back
Conversion data
Surveys/Analytics
Trigger emails
Email marketing (once a week now, twice for VIPs)
Loyalty schemes
Catalogues
Recent survey26% had 20%+ of traffic from emails.
20% had email traffic converting at 8%+
Build your email database
Those that do it well, benefit extremely well
It can performs at 4-7 times regular traffic
Emails are increasingly opened on mobiles
Guidance:
1. Design your transactional emails
2. Manage & update their content
3. Tag them for Google Analytics
Read this article:
http://www.screenpages.com/email-marketing-20-ways-to-expand-your-email-database
Email marketing (best converting traffic)
Loyalty schemes
Plan your attack
But first….
1. Agree & quantify business goal
2. Breakdown into key activities
3. Identify metrics for each activity set
4. Define activities to achieve the metrics
5. Measure results
“A goal without a plan is just a wish”
Planning taps you can turn
New
customers
Existing
customers
Visits/traffic sources % increase % increase
Orders/conversions % increase % increase
Average order values % increase % increase
Ling’s Cars £35m
“…On a website, you are competing with
You Tube, porn sites and Facebook. You are
not trying to out-bore your local council
website. So, open the energy taps, eat
sugar and get on with something exciting.
Split testing/focus groups etc, is just a fast
road to the lowest common denominator,
just as you see in politics; boring.”
Things change
Keep it simple
“The best website is one that the
customer doesn’t notice”
Source: Screen Pages’ 5th E-commerce Forum, 2013
Bonus tip: pick the right platform & agency
