3. 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 Its going to be changed almost as soon as its Our
philosophy to website building
4. Agenda Getting new customers Engaging customers Persuading
them to buy Making it simple to purchase Getting them to come
back
5. No silver bullets .its good old-fashioned hardwork
6. Firstmeasure Analytics build a custom dashboard Surveys
Usability studies 50 s of dynamite
7. Order confirmation page Three questions One text box
Surveymonkey 26 p.m. The answer to the survey debate
8. Getting new customers Email SEO PPC Referrals (Sheerluxe
emails) Affiliates Marketplaces Catalogues/lists Offline (eg PR)
Hidden gem: retargeting
9. 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
10. Funny thing, conversion rate
11. SEO basics Page titles Meta data Keywords in copy (&
other places) Sitemap You should be able to content-manage the
onsite assets Its all about (interesting) content You cant trick
Google Mobile is now a big issue for many
12. Other ways to get in Google 1. 2. 3. 4.
13. 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
14. Articles, style guides [& video]
15. Buying guides
16. How to & tips
17. 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
18. 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)
19. PR Catalogues Inserts Offline marketing
20. How to get good PR
21. 27% 21%Mobile opportunity?
22. 2.9% 0.9% 4.5% Mobile conversions
23. Mobile usage
24. Speed matters Each second costs you a 7% decrease in
conversions
25. 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
26. 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
27. Navigation
28. Customer engagement fail
29. % 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% 37%
30. Special case: category pages 25-50% of all entrances 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 dont arrive on the home page. About 4 in 10
of these bounce
31. Category page
32. 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 its not
quite the right product? What goes with this?
33. Write great copy Buy this
34. Anatomy of a product page Link:
http://www.smartinsights.com/conversion-optimisation/product-page-optimisation/retail-product-page/
35. Persuading them to buy What makes a good proposition?
36. But first: meet your competitors
37. Desirable products Well presented Attractively priced
Securely paid for Nicely delivered Communicated on every page What
makes a good proposition?
38. Persuading visitors to buy Service & hygiene factors
Delivery Returns Packaging Call-centre
39. Customer service Source:: E-consultancy
40. Work on delivery options Standard delivery (free?) Next day
premium Nominated delivery .and communicate them
41. Reviews & ratings (social endorsement) Onsite or
offsite
42. Make it simple to purchase Basket Security Big buttons
(especially for mobile)
43. Show your beautiful packaging
44. Make it simple to purchase Integrated payments (+ alternate
methods) No distractions (different header?) Registration or not?
Language & tone Example: pay securely now vs. submit
45. Quiz time: which checkout performs best?
46. Abandonned basket chaser 13.3% of such emails are clicked
35% of these clicks lead to a purchase AOV is 19% higher
47. Getting them back Conversion data Surveys/Analytics Trigger
emails Email marketing (once a week now, twice for VIPs) Loyalty
schemes Catalogues Recent survey 26% had 20%+ of traffic from
emails. 20% had email traffic converting at 8%+
48. 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)
49. Loyalty schemes
50. Plan your attack
51. 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
52. Planning taps you can turn New customers Existing customers
Visits/traffic sources % increase % increase Orders/conversions %
increase % increase Average order values % increase % increase
53. Lings 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.
54. Things change
55. Keep it simple The best website is one that the customer
doesnt notice Source: Screen Pages 5th E-commerce Forum, 2013
56. Bonus tip: pick the right platform & agency
57. Tinkering Wasting time on the SEO black hole Looking at
your site on a PC 3 things to stop & 3 things to start Listen
to the voice of your customers (analytics, user testing, surveys)
Send targeted, personalised emails (automatically) Create more
& better content