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E-commerce Trend & Insights
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B2C ecommerce global revenues trend (2006 – 2013)
Source: Osservatorio.net – Politecnico Milano
To strengthen the brand awarness (Brand reputation);
To engage new customers (Customer Acquisition);
To retain existing customers basing on the conversational approach (Customer
Retention and CRM);
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Wide selection of products presented with high quality pics and videos;
Secure payment system (credit card, Paypal);
1 click order system;
Free returned items;
Efficient shipping system (standard delivery in 3-5 days, express delivery in 1-2 days);
Efficient customer care (mail, phone or live chat);
Strong users interaction (reviews, reccomendations, comments, search engine);
eCommerce keys to success
But...why Brands should go digital?
Brand Identity balance on ecommerce
Design
Content Curation
Usability
Logo
Font text
Color scheme
HP and Catalogue
Pics zoom & videos
Site navigation
Social sharing
CRITERIA
CTA buttons
Responsive
Product description
Editorials
Customer Care
Shipping/returns
Omnichannel strategy
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Key Findings
Source: yStats.com (http://www.ystats.com/uploads/report_abstracts/1024.pdf?PHPSESSID=06e39bc0420d7d4d20af68552b90453a)
B2C GLOBAL ECOMMERCE
GROWTH
shopping Personalization
Mobile Commerce expansion
Omnichannel presence
Emerging market
penetration
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Main Digital Strategies
• Drive users to the company brand site by improving the SERP in the organic traffic on search engines
SEO
• Being present on the most relevant social networks (facebook, twitter, youtube, pinterest, instagram), blogs and vertical portals in order to update users about new products, company news and promotions, leave comments and feedback, watch videos and join loyalty programs (social media marketing)
Social Media Marketing
• Implementing DEM (i.e. transactional emails, social emails, surveys) and Newsletter tools that send profiled users a recurrent email according to their preferences;
DEM
• Launching mobile apps based on geolocation and mobile commerce-enabled site and developing useful widgets that get the user experience more interactive, dynamic and funny;
Mobile Commerce
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«Shop the look» to purchase an
entire outfit in one click ;
Upselling and cross selling in the
product page and basket;
Free shipping and returns policy;
Promotion/discount to promoted via
NL, Social Media, adv campaigns and
online store;
Reccomendations/users review;
How to boost online sales?
Fast loading pages (< 2 sec);
Well designed site (focus on quality images
with zoom and videos);
Autocomplete function for search phrase
(predictive results);
Product marketing description (not simply a
«technical» form);
Easy and clear check out experience:
minimum info request, visible secure
certification and multiple payment option
offer;
Multichannel strategy (i.e. pick up instore);
Improve CR Increase AOV
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Main KPIs
USAGE ONLINE ADV SALES
Page views Cost of Acquisition Conversion Rate
Unique visitors Return on Investment Cart abandonment rate
Avg session time Average Order Value Customer Retention rate
Bounce rate Life Time Value Items per order
New visitors Order per session
Returning visitors
New vs Returning visitors
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Editor Picks on category
navigation to highlight new
products/collection/offers
Best Cases 1/5
Content Curation
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Video catwalk
Best Cases 2/5
Content Curation
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Best Cases 3/5
Dynamic CTA button once the user adds an item to
the cart
Usability
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Best Cases 4/5
Live chat to support the user during the purchase
decision moment
Usability
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Design
Best Cases 5/5
Very well designed site, good logo resolution, elegant font
text, black background to inspire charm, sophistication
and grace.