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1 E-commerce Trend & Insights

Ecommerce insights

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B2C ecommerce global revenues trend (2006 – 2013)

Source: Osservatorio.net – Politecnico Milano

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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?

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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.