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Site conversion and basket abandonment have been on-going challenges for online retailers. In this presentation, delivered in our webinar on 14 Nov 2012, Laurence Veale and Steven Cassin (EPiServer Partner Sales Manager) outline how strategic design can ensure your website is optimised to convert every visitor into a customer.
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Steven Cassin, Partner Sales
Ecommerce Performance Index 2012
Introduction to EPiServerInnovative solutions for multichannel digital marketing and e-commerce
User Journey
“Commerce”
EPiServer Commerce
“Content”
EPiServer CMS“Traffic”
EPiServer Social Reach
“Traffic”
EPiServer SiteAttention
“Communication”
MarketingArena
“Communication”
EPiServer for Google
Analytics
“Community”
EPiServer Relate
“Content”
EPiServer Find
User Journey
Digital Marketing
Online Sales
Christmas 2012The growth of mobile continues3rd December – Cyber Monday
Christmas 2012 eCommerce Stats
• Ebay expects to see approx 1/3 of all sales carried out on a smartphone – UK M-Commerce worth £920m
• Online is seen as the most useful information source for holiday shopping (80%), followed by store fliers (60%) and in-store displays (51%)
• 3rd December to be the busiest day for UK eCommerce transactions
• November to be busiest period for consumers as they search for gift ideas and best deals
• Research firm eMarketer forecasts online holiday sales will grow 16.8%, excluding travel purchases
Conversion Rate OptimisationMore focus required on CROMany methods of CROVarying returns
Report SummaryMeasured customer expectations against top 10 performers in Hitwise Report
Digital Highstreet Benchmark study
• Started in 2011, done annually• Objective
– To access how the UK’s top retailers fare against consumer expectations
• Methodology– Selected 25 of the top UK retailers from Hitwise Top
50 Hot Shops list– Areas of assessment
– Overall website experience– Browsing– Buying– After sales
Key Findings
• The retailers scored a disappointing average of 58% (down from 63% in 2011)
• The top five performers scored an average of 68% (a 2% improvement on last year)
• Top performing retailers:– Amazon 72.5%– Marks & Spencer 70%– House of Fraser 66%– ASOS 65%– Argos 65%
Average score 2011 vs 2012
Overall website experience
Overall website experience
• Top performing retailers – M&S and Debenhams
Browsing and Research
Browsing and Research
• Top performing retailers: M&S and Very
Buying
Buying
• Top performing retailer – Amazon one-click
After Sales
After Sales
• Top performing retailer – Topshop and Boots
Conclusion – ecommerce a balancing act
For more information
Download the full report
Benchmarking the Digital Highstreet: Ecommerce Performance Index 2012
www.episerver.com/ecommerce2012
Some good & bad examplesUser insightsMobileMoving from usable to delightful
What Ill cover today.
4
1. Some examples
Browsing.
I’m not ready to buy right now.“”
Once upon a time in Ireland...
Their selection isn't good...If you go into a Vodafone shop they have any amount of phones on display. On their website now there isn't a good selection.
“”
I was trying to find a screen where I could look at everything that was on offer. I found it very difficult at this point to find a screen with everything available on it..the size of the button compared to everything that’s there.
“
”
What users wanted
See all phones
Remember:The user is in the driving seat
Cart & Checkout.
test
control
Our variant started out “winning”
Then the current designcontrol took over as winner
Our design variant was not statistically better than control.
2. User insights
What’s not working
Qualaroo
Why it’s not working
Talk to your customers
Talk to your customers
The idea came from their photographer who had previously worked in the footwear department at one of their stores. He just instinctively knew to tip over the boots because, in the stores, he watched the customers pick up the boots to look at the tread. Had he not worked there, the team never would've thought to tip the boots over.
3. Mobile
Smartphone penetration
50%
PayPal mobile payment transaction volume has dramatically increased
$25 million in ‘08
$141 million in ‘09 $750 million 2010/2011 $7.5 10 billion by 2013
82% have researcheda product or service on their phone.
Peak access to mobile site after 7pm
= it’s not commuters
When do visitors access our mobile site?
20 fold increase in mobile traffic in 2 years.
Major Irish utility company
I was sitting on my couch watching TV. My computer was down the hallway. I couldn’t be arsed getting up so I tried to get my bill on my phone.
“
”
web
mobile
phone
social
4. Delight.
“if you use a standard approach, you’ll get standard
results.”
Brian Kalma
Make my life easier & better. Understand me.
Surprise me. Delight me.
Currently, 75 percent of products are shipped through an outsourced warehouse partner, which takes an average of 12 days to get products to customers.
We can do it in one to four days from our own warehouse, so we're building a new one in New Jersey now.
My co-founder, Bradford, and I decided from the beginning that we'd never make a single decision about what goes on the website based on how much money we'll make on a particular product.
Instead, we ask, Will it make customers smile? Excite them? Make them tell their friends about it?
How do we make ecommerce
better?
Takeaways•Get the basics right
•Follow a structured approach to conversion optimisation
•Embrace the mobile imperative
•Think of how you can add delight
•Finally, this isn’t just redesigning the website, it’s redesigning your business around your customers
