INBOUND MARKETING AND SOCIAL MEDIA FOR ECOMMERCE

GOOGLE JUST LIKE YOUR HIGH STREET

GOOGLE INSIGHTS PLAN FOR SEASONALITY

GOOGLE KEYWORD TOOL HOW BUYERS FIND YOU

SEO: 200 FACTORS INFLUENCE YOUR RANKINGS

• Relevancy - On page SEO - 20% of the effort- Give users what they want- Be useful, answer the question

• Recommendation- Off page SEO – 50% of the effort- Will people vote for you with

inbound links?- Social influence & proof

• Experience- 30% of the effort - What do user think of your pages?- How do you compare to your

competition?

GOOGLE ADWORDS WINDOW SHOPPING

SOCIAL MEDIA STRATEGY

WHAT IS SOCIAL COMMERCE?

BRANDS DOING FACEBOOK COMMERCE

1-880 FLOWERS

A fully functioning Facebook store. It has embedded its e-commerce platform directly into its Facebook fan page, allowing consumers to make quick purchases without having to leave Facebook.

PINTEREST

PINTEREST

PINTEREST

PINTEREST

WHAT WE’VE ACHIEVED AND CAN APPLY TO YOUR WORLD

WHO STOLE MY BROCCOLI?

CONVERSION RATE OPTIMISATION (CRO)

STRATEGY JOHN LEWIS

Breadcrumbs help user understand what “section” they are in

Offering users customer service advice video & written

Consider using “livechat” but you must be able to answer Strong imagery &

modal window allows user to zoom

Try Video and how product would look in environment

Key benefits of product

Natural “scroll flow” to add upsell to basket

Product Spec

Social share icons, good for search engines and word of mouth marketing – should be higher up on page?

Good related upselling

Free delivery & time frame – manages user expectations

Take away hassle of old TV

Anchor offer/promo guarantee instill user confidence

Reviews, social proof build trust – here they are “hot links” to bottom of page; not onto another page taking user away from product

Availability Helps user continue

Customer review excellent trust reinforcement

STRATEGY ASOS Important to have a search bar in a familiar position for your users.

Help them find very quickly what they want from your home page (this will broadest keywords entering the site) so help your next customer find what they want.

Predictive search from home page, helps users find what they are looking for.

This one also gives number of styles in range – showing the depth and variety helping users feel confident they’ll find what they like/want.

Also make sure you have set up “site search tracking” set up in Google analytics to provide insight into what your users want.

Get in stock and feed into your CRO, SEO and PPC strategy.

STRATEGY PLAY.COM

Checkout process – Main navigation has been removed – once your customer is in the queue for the till, get them with limited distraction ( take the money!)

Offer help as your users may have some questions

Retailers also test “visible” answers to common questions, specifically delivery and returns information – as these can be common thoughts in a users mind at this stage (but you should always try to handle this at the product page and others).

Clear progress indicators – let your users know where they are in the queue

This page is very clean, with minimal distractions or friction on the page

Explain what and where the “3 digits” on the back are – reduce confusion

Trust indicators near “continue” button to enhance trust

Currency Converter

“Pop” clearly confirms to users that they have placed an item in the basket.

It provides an option to continue shopping or go to basket.

PUTTING IT ALL TOGETHER

PUTTING IT ALL TOGETHER

PUTTING IT ALL TOGETHER

PUTTING IT ALL TOGETHER

ASK THE BUSINESS ASK THE CUSTOMER• Usability tests• Eye tracking• Customer survey’s (VOC)• Survey your team –  Telephone & Customer Service team• What are the USP’s• Why should a trade consumer user engage repeatedly• What are you common objections? –      How do you overcome them?• Key learning's and messages –      How do we get into the site design –      How do we learn and evolve

PUTTING IT ALL TOGETHER